Multi-day tour operators are undergoing significant changes to meet the rising demand for smaller group offerings and apply artificial intelligence (AI), as shown in a recent report from Arival. The State of Multi-Day Tours, 2nd Edition, reveals that over two-thirds of operators now provide tours for 10 or fewer guests, aiming to deliver personalized travel experiences.

The report surveyed 569 operators and included nearly 50 executive interviews, emphasizing the sectors’ preparedness for digital enhancements. However, the industry remains divided, with half of supplier bookings still being processed manually by email. Notably, 63% of operators have begun using or experimenting with AI, while over 60% rely on external booking systems or tailored platforms.

Douglas Quinby, CEO and co-founder of Arival, stated, “Multi-day tours are one of the most complex products in travel, and that complexity has held back digital distribution. But we’re now seeing a real shift. Operators are adopting better systems, experimenting with AI, and structuring their products for online sales.”

These findings will be prominently discussed at the upcoming Arival 360 Valencia event from April 27-29, showcasing the significance of multi-day tours in shaping the future of the travel industry. Companies ready to adapt to these innovations are expected to lead the market in the next five years, using technology to address ongoing hurdles and meet the evolving needs of travelers.