The growth of OTAs, dynamic pricing and themed experiences –traits for the attractions industry

Ahead of the Arival 360 Conference in Berlin from March 2-4, three of the occasion’s skilled audio system have revealed their prime pattern for the attractions sector in 2024.

Hundreds of representatives from corporations throughout the excursions, actions, attractions and experiences sectors are anticipated to attend the Arival 360 convention subsequent month.  For the first time in Europe, the occasion will characteristic a devoted Attractions Forum.  The discussion board will assist attractions companies deal with points like expertise, over-tourism and the best way to develop profitable visitor experiences for customer attractions, massive operators and cultural establishments.

Ahead of the discussion board, these are Arival 360 audio system’ prime three traits for 2024: 

1. The continued growth of on-line journey companies.  News reviews constantly level in direction of a continued growth in the OTA sector, and this might have a constructive knock-on impact for attractions corporations that make them half of their gross sales methods.  Peter Muttitt, who runs a consultancy, PM Consulting, for the attractions, excursions and experiences industry, says: “While there are probably things to be said on topics such on artificial intelligence or immersive experiences, I don’t think attractions companies should forget that where they will see genuine growth is via the online travel agencies.  As the industry continues to become more connected, OTAs will command more of the distribution landscape and become even more important as a sales channel.” 

2. Attractions corporations ought to lean in ondynamic and variable pricing to raised serve their buyer segments and optimize income. “Our research shows not all travelers are created equal, and there is clear demand for different experiences and service levels,” mentioned Douglas Quinby, co-founder and CEO of Arival.  “Some are happy to sacrifice for the cheapest ticket, while plenty of others will gladly pay more to get more in return. Attraction and experience operators who don’t take advantage of this are leaving money on the table.”

3. The emergence of particular themes, akin to movie tourism, will turn into extra widespread as folks hunt down new and distinctive experiences – and this can assist drive tourism to lesser-known places.  As Ellie Warren, Global Director of Experiences at HotelBeds explains, “Set-jetting- also known as film tourism – will continue to rise. Dubrovnik, and New Zealand have long capitalised on their on-screen presence, but in 2024 we project even more people will be flocking to lesser-known destinations across Ireland, Malta and Sicily to recreate their favourite scenes. With films like Gladiator re-booting, and the increased pressure on top attractions like the colosseum, we are expecting travellers to seek out ‘hidden gem’ locations, more closely integrated with niche on-screen settings that will give film/screen enthusiasts a unique experience.”