Remove the complexity of tours and activities

While the pandemic has driven changes in the circuit segment in terms of contactless solutions and increased automation, much of the market complexity remains.

Often tour and activity providers look to the retail industry for solutions and wonder if similar technology could be applied to experiences, but the multiple elements, pricing, availability, descriptions and modes of different trip means that this is not necessarily the answer.

The challenges of product fragmentation and technology gaps for the tours and activities industry were discussed during a roundtable with leaders at Phocuswright Europe 2022.

Travis Pittman, CEO of TourRadar, talks about changing the narrative around tours and activities so that consumers view the experiences as part of the overall travel mix.

TourRadar’s recent distribution partnerships with Flight Center are a step in the right direction, but Pittman wants to see multi-day tours with their own tab on the online travel giants’ websites.

The company recently announced a white-label partnership with lastminute.com to sell TourRadar’s cycling holidays, which Pittman says will further change the perception of the multi-day tour segment.

B2B distribution is also mentioned by Frank Rosenberger, CIO and CEO of future markets at TUI Group, who discusses the growth and development of TUI Musement as well as its partnerships with OTAs including Booking.com.

While distribution deals are for more traditional tour products, TUI is also looking to get into multi-day tours, and Pittman offers some advice on keeping things as simple as possible and enabling instant booking.

Both also point to continued investor appetite for the circuit segment, with startups still attracting major seed rounds.

Watch the full session with PhocusWire Senior Reporter Linda Fox:

Leaders’ Roundtable: Transforming Circuits – Phocuswright Europe 2022

Sharon D. Cole