Direct booking decline across global experiences industry

Rising acquisition costs and AI-driven discovery shifts make direct sales harder to sustain

The global tours, activities, and attractions sector has surpassed pre-pandemic performance but is entering a more complex digital landscape. New research from Arival indicates that online travel agencies are gaining share while direct bookings through operator websites are declining. Rising customer acquisition costs, evolving search dynamics driven by AI, and intensified competition are reshaping distribution strategies. At the same time, AI adoption among operators is accelerating as companies seek operational efficiencies and marketing advantages.

Key takeaways

• Direct booking decline: Website bookings dropped from 29% to 25%, reflecting increasing difficulty and cost in acquiring customers directly.
• OTA channel growth: Online travel agencies now account for 37% of bookings, up from 33% in 2024, highlighting continued reliance on intermediary platforms.
• Industry recovery milestone: Global operator revenues exceeded 2019 levels in both 2024 and 2025, confirming full post-pandemic recovery.
• Regional performance differences: Asia Pacific shows the strongest growth, Europe remains robust, while U.S. inbound demand faces uncertainty.
• AI adoption accelerating: About half of operators are using or testing AI tools, with enterprise players leading implementation across marketing, operations, and customer engagement.
• Rising competitive pressure: Higher marketing costs, AI-driven discovery changes, and OTA influence are forcing operators to diversify distribution and differentiate their offerings.

Source: Arival

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