New research from Arival and Phocuswright reveals that almost half of
travellers who book holiday tours and activities online don't remember
which company they booked through.
The report, 'The 2023 Experiences Traveler', shows that 40% of
tourists believe they booked "through Google", while almost 1 in 5 think
they booked "through social media" apps that don't typically sell tours
and activities. The fragmented nature of the market and the competitive
online landscape are the likely reasons for this lack of awareness.
Travellers use many more sources of information - online and offline -
to find and choose tours, attractions and experiences for their trips,
according to Douglas Quinby, co-founder and CEO of Arival. This
decision-making process is much more complex and significant than
choosing transportation or accommodation because it involves deciding
how to spend time and ensuring that travel companions will have a great
The research surveyed more than 4,000 adults in the US, UK, France,
and Germany in Q3 of 2022. It revealed that around 35% of respondents
remembered booking through a "general online travel agent", such as
Expedia, Viator, or GetYourGuide.
“This shows just how important it is for travel experiences brands to
have robust marketing across multiple online and offline channels,
making it as easy as possible for travellers to find and book their
experiences,” said Quinby.