The Path to Purchase - U.S. Travel Association...0% 5% 10% 15% 20% 25% 30% 35% Visitor or ticket office in destination Hotel Travel agent / vacation package Online via mobile phone

The Path to Purchase:Digital & Distribution for Tours & Attractions in 2020 and Beyond

© Copyright 2020 Arival LLC, All Rights Reserved

What Is Arival?Conferences & Insights for the Best Part of Travel:

Tours, Activities, Attractions & Experiences


www.arivalevent.com www.arival.travel

Today’s Speakers

Douglas QuinbyCo-founder & CEO

Arival

Justin BuzziOwner

Get Up and Go Kayaking

Liz GilbertSr. Director, National Sales

Hornblower Cruises and Eventsand Board Member, NCAE

www.arival.travel

1. Why: What Drives Choice2. When: The Booking Window3. How: The Booking Channel4. Q&A

In Partnership With

Methodology1. 1,000 U.S. Travelers, traveled domestically or

internationally in the past year for leisure2. Stayed overnight3. Participated in a qualifying tour or attraction

www.arival.travel

Attractions 85%Museums, zoos, themes parks, amusements, landmarks and other cultural and natural sites

Tours 47%

www.arival.travel

www.arival.travel

www.arival.travel

What Drives Choice?

Arival’s Why We Tour: Inside the Mind of the Modern Tour Taker: Base – 474 U.S. tour takers

0% 5% 10% 15% 20% 25% 30%

Awards or industry certificationsInstagram postings

Ratings/reviews on GoogleRecommended by hotel or rental host

Eco-friendlyOnline descriptions and photos

Ratings/reviews in guide books, etc.Ratings/reviews on TripAdvisorTrusted brand of the operator

Recommended by friends and familyOnly way to see/do what I wanted

Not crowded / avoid crowdsHas the best price

See famous sitesConvenient schedule

Reasons for Choosing a Specific Tour


0% 5% 10% 15% 20% 25% 30%








Convenience


0% 5% 10% 15% 20% 25% 30%








What about Instagram?

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When: The Booking

Window

Tours Booking and Planning Windows

0%

10%

20%

30%

40%

50%

On trip / 1-2 daysin advance

3-7 days inadvance

1-4 weeks inadvance

1-2 months inadvance

3 or more monthsin advance

Book Research


0%

10%

20%

30%

40%

50%

60%

70%

80%

Adventure &Nature tours

Bus tours Culinary tours Cultural &Shopping tours

Museum &Historic Site

tours

Tours orexperience with a

local

Before trip started Already in destination

Advanced Booking Pattern by Tour Type


Booking Window by Attraction Type

Arival’s U.S. Attractions Traveler 2020; Base – 1,000 U.S. travelers

0%

10%

20%

30%

40%

50%

60%

70%

Museums Zoos & Aquariums Observatories Sites & Landmarks Natural Attractions Amusement Parks

Same day 2-7 days 2-4 weeks >1 month

Booking Window by Attraction Type


0%

10%

20%

30%

40%

50%

60%

70%


Same day 2-7 days 2-4 weeks >1 month

HigherLowerValue to trip

Capacity constraints

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So What?Know your

customers “why” and “when”

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How: The Booking

Channel

0% 5% 10% 15% 20% 25% 30% 35%

Visitor or ticket office in destination

Hotel

Travel agent / vacation package

Online via mobile phone

On computer

From the tour operator, offlline

Tours


Booking Channel by Attraction Type

0%

10%

20%

30%

40%

50%

60%


Ticket office Computer Mobile phone Travel agency/tour operator Hotel Phone call


Direct from operator, offline 1x

Computer 1x

Mobile phone 1.5x

Travel agents / vacation package 3x

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Tour Spend


What about OTAs vs. operator

websites?


www.arival.travel

Four in five said they booked through an OTA


How Online Bookers Book Tours

0%

20%

40%

60%

80%

100%

All tours Adventure &Nature tours

Bus tours Culinary tours Cultural &Shopping tours

Museum &Historic Site

tours

Operator Website OTA


How Online Bookers Book Attractions

0%

20%

40%

60%

80%

100%

Museums Zoos &Aquariums

Observatories Sites &Landmarks

NaturalAttractions

AmusementParks

Attraction Website/App OTA


www.arival.travel

Why?

That's where I found it

I already have anaccount

Best price

OperatorWebsite

OTA


www.arival.travelIcons by Font Awesome

ConveniencePrice

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So What?1) Multiple channels2) Not all are created

equal3) OTAs continue to

grow faster

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Ask a Question!

Douglas QuinbyCo-founder & CEO

Arival

Justin BuzziOwner

Get Up and Go Kayaking

Liz GilbertSr. Director, National Sales

Hornblower Cruises and Eventsand Board Member, NCAE

See All Arival Reports Here


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Documents

The Path to Purchase - U.S. Travel Association...0% 5% 10% 15% 20% 25% 30% 35% Visitor or ticket office in destination Hotel Travel agent / vacation package Online via mobile phone