Travelers Value Intimacy and Convenience in Short Tours, Says Arival

Regional Preferences and Booking Behavior Reshape Tour Experiences

The latest 2025 Tour Taker report by Arival reveals a significant shift in how travelers in Europe and the U.S. engage with day tours, favoring shorter durations and smaller groups. As travelers give priority to flexibility and personalized experiences, tour operators are reassessing how they design their offerings.

According to the findings, 69% of travelers participated in tours lasting three hours or less in 2024. This increased demand for shorter options points to travelers seeking experiences that align with their schedules. Interest in intimate experiences is also on the rise, with half of tour participants in the UK, US, and Europe opting for at least one private tour last year. In the U.S., 50% selected private tours, while Germany and France led in Europe with 55% and 50% respectively. The preferred format in both regions includes groups of six or fewer, embraced by 50% of Americans and 43% of Europeans.

“Operators of tours and activities pour their creativity into crafting remarkable experiences, yet there’s a challenging marketing reality,” shared Douglas Quinby, co-founder and CEO of Arival. “Travelers expect experiences that accommodate their plans rather than adjust to them. While they desire unique and authentic adventures, convenience and flexibility are key during selection and booking. The industry must adapt to this change with more agile, smaller formats and seamless booking processes.”

The report also examines substantial variations in the spending habits and preferences of different age groups among travelers in the U.S. and key European markets. Younger travelers gravitate towards immersive, experiential tours, while their older counterparts still prefer traditional sightseeing formats. This indicates a need for operators to broaden their offerings to include more engaging, interactive experiences for the newer generation.

Meanwhile, booking habits are also transforming. Although 72% of U.S. travelers made arrangements prior to arriving at their destination, many still booked their tours within a week of experience, with 70% of Americans and 61% of Europeans confirming their bookings less than a week in advance. This highlights the necessity for real-time availability and mobile-friendly booking options.

The 2025 Tour Taker report provides critical insights into the behavior, habits, and intentions of U.S. and European travelers regarding day tours. Arival’s online survey included 800 active U.S. travelers and 1,600 from Europe (covering France, Germany, Spain, and the U.K.) conducted in the fall of 2024.