A new report from Arival, the leading community for the destination experience industry, reveals the urgent need for greater adoption of technology among travel, activity and attraction operators. Despite significant growth in online channels, many operators still lack modern booking systems, which can hamper their efficiency and ability to compete in an increasingly digital market.
The report, entitled “The Global Operator Landscape: The State of Experiences, 3rd Edition”, is the largest study ever undertaken by Arival, surveying more than 7,000 operators. It highlights that almost two in five operators worldwide still do not have a booking system in place. This is despite the fact that online travel agencies (OTAs) now account for almost one in three bookings for tour and activity operators.
"The lack of adoption of technology among many operators is worrying," said Douglas Quinby, CEO and co-founder of Arival. "In today's digital world, it is essential for operators to have a modern reservation system in place to streamline their operations, improve customer experience and remain competitive."
There are many benefits to adopting digital tools, including:
Improved efficiency: Automated booking and ticketing systems can save operators time and money.
Improved customer experience: Online booking systems make it easier for customers to book and manage their tours and activities.
Increased revenue: Online booking systems can help operators reach a wider audience and generate more bookings.
However, the report also identifies several challenges that operators face when adopting new technologies, which act as major barriers:
Cost: Modern reservation systems can be expensive to purchase and implement.
Complexity: Some operators may find it difficult to learn how to use new technologies.
Lack of awareness: Many operators are not aware of the benefits of adopting digital tools.
“The experience sector is at a critical juncture,” Quinby continues. “Operators that embrace technology will be well positioned for success in the coming years; those that don’t risk being left behind.” As the leading authority for the experience industry, Arival is here to help operators overcome some of these barriers and embrace the latest technology.”
The topic of technology adoption will be one of the key themes of the upcoming Arival Activate event in Edinburgh, taking place from 23-25 November 2024. The event will bring together leading destination experience operators to explore the latest trends, share best practices and networking opportunities with peers.
Source: Arival.