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Arival Insights: Attractions or Experiences

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Arival Insights: Attractions or Experiences (v2)

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Arival Insights: Attractions or Experiences

  1. 1. © Copyright 2019 Arival LLC, All Rights Reserved Attractions or Experiences? A Snap Insight Deck from Arival
  2. 2. © Copyright 2019 Arival LLC, All Rights Reserved Airbnb’s launch of Experiences has posed big questions to the in-destination industry:
  3. 3. © Copyright 2019 Arival LLC, All Rights Reserved Do travelers prefer traditional tourist experiences (seeing the famous sites and attractions)? Or do they prefer “Airbnb-style” experiences, such as peer-to-peer tours, classes or activities?
  4. 4. © Copyright 2019 Arival LLC, All Rights Reserved Do they want This… …or this? Berlin TV Tower Airbnb
  5. 5. © Copyright 2019 Arival LLC, All Rights Reserved And does the rise of these new ”experiences with locals” spell trouble for operators of traditional tours and classic tourist attractions?
  6. 6. We asked 4,000 travelers from the U.S. and Europe what they prefer: © Copyright 2019 Arival LLC, All Rights Reserved
  7. 7. Do they prefer to: See the famous sites © Copyright 2019 Arival LLC, All Rights Reserved
  8. 8. or experience a place with locals? © Copyright 2019 Arival LLC, All Rights Reserved
  9. 9. © Copyright 2019 Arival LLC, All Rights Reserved Arival’s 2019 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018; Icons by Flaticon.com 0% 20% 40% 60% The results were inconclusive. Seeing the famous sites is a little more popular, but not by much.
  10. 10. © Copyright 2019 Arival LLC, All Rights Reserved We also looked at the survey results by age. After all, is it not younger travelers – millennials and gen Z – who are driving all of the interest in new types of experiences?
  11. 11. © Copyright 2019 Arival LLC, All Rights Reserved Arival’s 2019 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018; Icons by Flaticon.com 0% 20% 40% 60% 18-34 35-54 55+ But there still were no clear trends for attractions vs. experiences. In fact, older travelers were more interested than younger travelers in “local experiences.”
  12. 12. © Copyright 2019 Arival LLC, All Rights Reserved So we tried something else.
  13. 13. © Copyright 2019 Arival LLC, All Rights Reserved We worked with the terrific analytics company Travel Appeal to analyze reviews of tours, activities and attractions. This is a great company with a great team. Check them out!
  14. 14. © Copyright 2019 Arival LLC, All Rights Reserved Using Travel Appeal’s data aggregation and analytics capabilities, we analyzed reviews of more than 5,000 listings from four major websites for the city of Paris between 2017-2019. Websites we analyzed: Airbnb GetYourGuide Expedia TripAdvisor
  15. 15. © Copyright 2019 Arival LLC, All Rights Reserved Our hypothesis: we could identify whether attractions or experiences are more popular by analyzing the volume of reviews for the different types of listings. We identified 3,800 listings of tours, activities and experiences across four websites, as well as hundreds of attractions.
  16. 16. © Copyright 2019 Arival LLC, All Rights Reserved Here’s what we found for Tours, Activities & Experiences: Listing Type Number of Listings Number of Reviews Tours, Activities & Experiences 3,800 62,500 Insights based on TravelAppeal data and analysis of 5,000+ listings of tours, activities, attractions, events and points of interest in Paris from Airbnb, GetYourGuide, Expedia, TripAdvisor, Viator between 2017-2019.
  17. 17. © Copyright 2019 Arival LLC, All Rights Reserved Then we looked at attractions, and we quickly realized we did not have to look beyond the top three: Eiffel Tower Notre Dame Louvre
  18. 18. © Copyright 2019 Arival LLC, All Rights Reserved Those top three attractions had more reviews than the other 3,800 listings. Listing Type Number of Listings Number of Reviews Tours, Activities & Experiences 3,800 62,500 Attractions Top 3* 75,500 * Eiffel Tower, Louvre, Notre Dame Insights based on TravelAppeal data and analysis of 5,000+ listings of tours, activities, attractions, events and points of interest in Paris from Airbnb, GetYourGuide, Expedia, TripAdvisor, Viator between 2017-2019.
  19. 19. © Copyright 2019 Arival LLC, All Rights Reserved What We Have Learned: The major attractions drive tourism and continue to be far more popular than activities or experiences. However, nearly half of travelers want experiences with locals. In other words, it’s not an “either/or.”
  20. 20. Travelers want both. The question for each creator and seller of experiences is clear: can you serve them? © Copyright 2019 Arival LLC, All Rights Reserved
  21. 21. Get more insights like these about the Best Part of Travel: Tours, Activities & Attractions Only at © Copyright 2019 Arival LLC, All Rights Reserved
  22. 22. © Copyright 2019 Arival LLC, All Rights Reserved Arival advances the business of creating amazing in-destination experiences through events, insights and community for creators and sellers of Tours, Activities & Attractions. Our mission: establish the Best Part of Travel as the major sector of the global travel, tourism and hospitality industry that it deserves to be. www.arival.travel www.arivalevent.com

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