Over the last several years, tours, activities, and attractions have been the travel industry’s fastest growing sector. Online sales continue to increase at a rapid pace according to Phocuswright’s definitive study, and as such, there is a visible shift in the marketplace. Big players TripAdvisor acquired Viator and more recently Bókun, Airbnb launched ‘experiences’ and Expedia created ‘Things to do’, plus startups have raised more than $250 million in the last 15 months.
In 2017, guides and operators added 30,000 new experiences on TripAdvisor alone, increasing the number of available tours and attractions by 50%. CEO, Stephen Kaufer, commented at the 2016 Skift Global Forum that they are “looking forward to profitability in the non-hotel segment. And it would be fair to point to attractions as a very big and very interesting growth driver in that non-hotels category.”