Tour operators shrink group sizes and adopt AI to drive growth
Multi-day tour operators are shifting toward smaller groups and digital systems as they enter a new growth phase, according to research from Arival, a travel industry platform. The findings come from a survey of 569 operators and nearly 50 executive interviews published in the second edition of The State of Multi-Day Tours report.
Small groups become standard
More than two-thirds of operators now offer small-group formats, with tours of 10 or fewer guests emerging as the most common structure. This reflects traveller demand for flexibility and exclusivity over large-group experiences.
Extended itineraries remain popular. Tours lasting eight to 14 days continue to dominate, signalling sustained appetite for longer, experience-focused trips.
AI adoption accelerates
Sixty-three percent of operators are using or experimenting with AI. The technology addresses a longstanding barrier: multi-day tours are among travel's most complex products to distribute digitally.
Around six in 10 operators now use third-party booking systems or custom platforms to manage distribution and sales. But manual processes persist. Roughly half of all supplier bookings still happen via email, particularly in Asia-Pacific, Latin America, and the Middle East and Africa.
"The companies that embrace this transition will be the ones that pull ahead over the next five years," said Douglas Quinby, CEO and co-founder of Arival.
What's next
Arival 360 Valencia, scheduled for April 27-29, 2026, will bring operators, online travel agencies, marketplaces, and technology providers together to discuss distribution challenges, product development, and AI's role in scaling the sector.
Operators looking to stay competitive should prioritize investment in booking systems and product structuring. Those who don't risk falling behind as the industry digitizes.
For more information, visit arival.travel.
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