Tours & Activities 2020:
A Year in Review

The tours and activities space has only recently started to show signs of cohesion and standardization in its technology. Despite past challenges, the sector is a promising one when it comes to travel distribution, if content and bookings are managed in the right way.

Anything involving groups has been tough in travel, but a few tour companies are making the great wide open spaces even more expansive as they welcome back travelers while taking super-cautious measures.

Tripadvisor CEO Steve Kaufer may be underestimating the threat competitors pose to its tours and activities business, a segment the company may see as its largest opportunity. But it's true that Airbnb is only going after a small slice of that market for now, and Amazon's intentions are unclear.

Amazon is dipping into virtual tours. Competitors should fear that Amazon is primed for disruption, virtual or otherwise.

For the fragmented tours and activities sector, delivering a diverse, globally distributed set of product offerings at scale requires technology solutions that can benefit travel advisors, procurement teams, and individual travelers alike.

While many travel companies are struggling to survive, Google has the resources to keep innovating and rolling out new products despite the travel advertising downturn. As with flights and hotels, Google's new tours and activities advertising business will have a far-reaching impact — unless regulators step in.

The coronavirus crisis has given new meaning to traveling like a local. Brands are trying to figure out how to market to travelers when they actually are the locals.

With competitors like GetYourGuide, Klook, Airbnb and Booking.com strengthening their asrsenals, market leader Viator will enforce new quality standards that would make it more user-friendly and efficient. If these and other moves don't work, then look out for a new No. 1.

TUI/Musement's new strategic partnership with Booking.com has the potential to reshuffle the powers that be in tours and activities, especially in Europe. But TUI doesn't have a stellar track record in online offerings, and much of the promise will depend on its execution.

Tech innovator and industry leader Livn is doubling down on its API infrastructure to help re-normalize touring and travel activities in the post-pandemic world.