We did a massive multi-market survey to understand what travelers want and how they choose what to do in-destination. Enjoy this short presentation of key insights presented at Arival 2018 in Las Vegas.

1. 2018 State of In-Destination
A multi-market study of traveler attitudes, ambitions and behaviors
for tours, activities, attractions and events

2. © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
The In-Destination Traveler:
Who They Are
What They Want
How & When They Shop
What It Means For You
Table of
Contents

3. Our Awesome Partners
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
This study would not be possible without the
support of these four organizations:

4. Why We Did This
Tours, Activities, Attractions & Events, travels third
largest sector by spend, represents everything
travelers do in-destination, when they get there.
Arival surveyed 4,000 travelers from the U.S., U.K.,
France and Germany to help creators and sellers
of Tours, Activities, Attractions & Events
understand what travelers want, how they shop
and book, and the key trends shaping the future of
travel’s third-largest sector.
Methodology: Online survey to 1,000 travelers from each of the four markets
(adults, 18+) who have traveled 100 miles from home in the past year, including
an overnight stay, and engaged in a qualifying T&A segment. Results are
projectable at the 95% confidence level with +/- 3% margin of error.
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

5. Who Is The In-Destination
Traveler?
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

6. It’s Everyone

7. Nearly all leisure
travelers booked a
tour, attended an
event, visited an
attraction or did an
activity on a trip
within the past year
A leisure traveler is someone who took a trip for pleasure in
the past year at least 100 miles from home that included an
overnight stay.
97% 97%
98% 97%
Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018

8. And They Do a Lot of
Activities

9. Average Number of Activities
a Traveler Does per Trip:
Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
Total Activities Attractions Tours Events
6.7 2.9 2 1.1 0.7
7

10. What Do They Want?
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

11. The top activities
undertaken in the
last year:
Shopping is on
top, and classic
attractions
remain popular.
0% 20% 40% 60% 80%
Concert, theater, or play
Sightseeing tour
Museum, zoo, or aquarium
Natural attraction
Famous attraction
Historic or cultural site
Shopping
Arival’s 2018 State of In-Destination: Activity travelers:
US – 993, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 www.arival.travel

12. A significant
portion of
travelers also
participate in a
range of
activities on
their trips.
0% 20% 40% 60%
Thematic tour
Pro-sporting event
Festival
Sporting activity that you
participated in
Organized outdoor
excursion
Spa, wellness, or yoga
Food or drink tour, tasting,
or class
Arival’s 2018 State of In-Destination: Activity travelers:
US – 993, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 www.arival.travel

13. Which of the following types of activities have you experienced on a trip in the last year?
Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
What Do Younger Travelers Want?
www.arival.travel

14. Younger
travelers seek
something else:
Adventure, physical
activity, culinary and
thematic tours and
amusement parks
appeal to more younger
travelers.
0% 10% 20% 30% 40% 50%
Thematic tour*
Sporting activity that
you participated in
Organized outdoor
excursion
Food or drink tour,
tasting, or class
Amusement, adventure
or water park
18-34
35-54
55+
* Thematic tour is a tour with a specific theme, such as a ghost tour, TV
show themed tour, art or photography tour, etc.).
Arival’s 2018 State of In-Destination: Activity travelers: US – 993, UK –
1,001, FR – 1,000, DE – 1,000; August 2018
www.arival.travel

15. Culinary
Experiences
Matter Most to
Travelers
Culinary is not just about
food/drink tours or classes.
It touches all food and drink
elements in any
in-destination experience.
You are already in the
culinary tourism industry!
Operators of all types
should consider
incorporating distinctive
food and drink components
in any in-destination activity.
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

16. The Purchase Path:
How They Plan & Book
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

17. Most travelers go
online to research
in-destination
activity options.
Research on mobile
devices is far more
prevalent among
younger U.S.
travelers.
Arival's 2018 State of In-Destination: Activity travelers: US – 1,000,
UK – 1,001, FR – 1,000, DE – 1,000; August 2018
0%
10%
20%
30%
Computer Guidebooks Friends and
family offline
Mobile phone Friends and
family via
social media
0%
20%
40%
60%
80%
18-24 25-34 35-44 45-54 55-64 65+
Desktop
Mobile
www.arival.travel

18. While online is the
primary source for
research and
planning, more
travelers still
purchase their
tickets in-person.
Arival's 2018 State of In-Destination: Activity travelers: US – 1,000,
UK – 1,001, FR – 1,000, DE – 1,000; August 2018
0%
10%
20%
30%
40%
In person Computer Mobile phone
Attractions Activities Events Tours
www.arival.travel

19. The Purchase Path:
When They Plan & Book
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

20. Tours, Activities,
Attractions & Events
follow a very different
booking window from
flights and hotels,
which are usually
booked well in advance
of travel.
Travelers begin
researching attractions
and activities in
advance of their trip,
but most book last
minute.
Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, UK –
1,001, FR – 1,000, DE – 1,000; August 2018
0%
10%
20%
30%
40%
50%
60%
On trip / 1-2
days in
advance
3-7 days in
advance
1-4 weeks in
advance
1-2 months
in advance
3 or more
months in
advance
Book Research
www.arival.travel

21. Why don’t
travelers
book more
activities in
advance?
1. They want flexibility
2. They are indecisive
3. They just don’t care to
book in advance
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

22. What Does This Mean
for Operators of Tours, Activities,
Attractions & Events?
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

23. The In-Destination Opportunity
The in-destination industry is travel’s third-largest
sector and the fastest growing, presenting enormous
opportunity for creators and sellers of Tours,
Activities, Attractions & Events. Here are four things
every operator should be thinking about right now:
1. Make sure you have a competitive digital presence
(desktop and mobile) to capture travelers as they
plan and book.
2. Incorporate distinctive culinary options into your
offerings.
3. Reduce your advance booking minimums as much
as possible to capture that last-minute booker (there
are a lot of them).
4. To drive more advance booking, give travelers a
reason: a better price, a perk or special benefit only
available to that advance purchaser.
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination

24. Full report
available soon at
© Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
www.arival.travel