A new survey by tours and activities online marketplace GetYourGuide showed American consumers want gifts that allow them to travel and experience the world more.
In the past decade, online travel has prioritized logistics over experiences. Still, advancements in AI are set to reverse this focus, placing the experience at the center of why consumers choose to travel.
The lack of digital connectivity in the tours and activities sector concerns more than racing to get more tour operators online. It is about adding the right digital approach for that particular tour operator's business.
Some experiences can take place in a day. Others need at least a week. It requires complex travel planning, but the adventure far outweighs these challenges, which is why TourRadar wants to extend its travel product reach to more travel companies, especially online travel agencies.
While flights and hotels are the backbone of the travel industry, the demand for experiential travel creates a ripe playground for AI disruption to focus on the experience economy.
Will the experiences sector ever be fully online? Industry analysis paints a doubtful picture, but there's considerable room to scale and grow, with the current volume at some 30% and key industry players owning marginal stakes.
Today's edition of Skift's daily podcast looks closer at junk fees in Texas, price hikes at tourist landmarks, and increasing travel demand in Europe and Asia.
The tours, activities & experiences market is a lucrative and under-explored opportunity in the travel industry. Its high fragmentation, influx of small suppliers, and rapid shift from offline to online makes it a goldmine for online intermediaries to gain market share from traditional offline players