Study: 75% of Destination Operators Advocate Passion Over Growth [Video]

Nearly 80% of the world’s inbound tour operators are small-to-medium-sized businesses, and three out of four say passion and lifestyle are more important than rapid expansion, a new study says.

The report from Arival, a global company that analyzes in-destination experiences, also finds that online travel agencies now account for nearly 1 in 3 bookings for tour and activity operators.

Arival surveyed more than 7,000 travel experiences operators worldwide for its Global Operator Landscape: The State of Experiences study.

One key takeaway is the significant role played by small businesses. Nearly 80% of tour operators fall into the small or medium-sized category, serving a maximum of 10,000 guests annually.

“This highlights the entrepreneurial spirit and diverse offerings within the sector,” Arival researchers said. “On the other hand, attractions emerge as the major drivers of demand, with nearly half of them serving at least 50,000 guests each year.”

The report reveals …