OTAs Increase Share in Experiences Bookings Amid Direct Decline

Comprehensive Summarization:

The article discusses the growing influence of online travel agencies (OTAs) in the tours and activities sector. According to the State of Experiences report from Arival, OTAs accounted for 37% of bookings in 2025, up from 33% in 2024 and 28% in 2023. While tour and activity operators saw a decline in bookings on their websites and direct offline channels, OTAs experienced a significant increase in bookings, particularly in the attractions category, where their share tripled from 8% in 2019 to 24% in 2025. The data was collected from an online survey conducted by Arival between August and the present.

Key Points:

1. OTA bookings increased from 28% in 2023 to 37% in 2025, marking a significant rise in their market share.
2. There was a decline in bookings on tour and activity operators’ websites and direct offline channels, decreasing from 29% to 25% and 16% to 15%, respectively.
3. OTAs saw a tripling of their share in the attractions category, growing from 8% in 2019 to 24% in 2025.
4. The data for these findings was collected from an online survey conducted by Arival between August and the present.

Actionable Takeaways:

• Embrace OTA Partnerships: Tour and activity operators should consider forming stronger partnerships with OTAs to capitalize on the growing market share. This could involve optimizing their online presence and booking processes to make them more appealing to OTA platforms.

• Enhance Direct Offline Channels: Given the decline in bookings through direct offline channels, operators should invest in improving their offline sales strategies. This could include enhancing customer service, offering exclusive deals, or leveraging technology to provide a seamless offline booking experience.

• Focus on Attractions Category: With OTAs significantly increasing their share in the attractions category, operators in this niche should prioritize digital marketing strategies to attract OTA bookings. This could involve creating compelling content, offering competitive pricing, and ensuring a user-friendly booking process.

Contextual Insights:

The rise of OTAs in the tours and activities sector reflects broader trends in the travel industry, where digital platforms are increasingly dominating consumer booking preferences. The data from Arival’s report highlights the importance of adapting to these changes to remain competitive. As OTAs continue to grow, operators must innovate and optimize their offerings to attract and retain customers. This shift underscores the need for travel startups and fintech companies to develop solutions that enhance the booking experience across all channels, ensuring that operators can compete effectively in a rapidly evolving market.

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