During the pandemic, the tourism industry witnessed the maturation of tours and activities as travellers increasingly sought out new adventures and experiences. This surge in demand led to a rapid shift towards digitalization.
In an executive panel at Phocuswright Europe, titled “Much to Do,” prominent figures from the industry shared their insights on sustaining this momentum towards digital. The panel included Alberto Gutiérrez Pascual, CEO and Founder of Civitatis; Peter Ulwahn, Chief Executive Officer of TUI Musement; Ben Drew, Chief Executive Officer of Viator; and the discussion was moderated by Fabián González, a market analyst from Phocuswright in Spain.
Ben Drew said regarding tours and activities bookings: “We are observing booking levels two to three times higher than before the pandemic. We firmly believe that the potential for growth will only improve further.” Ulwahn revealed that his company’s business levels are comparable to those of 2019 and have increased by 30% compared to 2022: “In terms of traffic, we anticipate an expansion of routes, especially in light of the resurgence of Asian markets, which will generate even more business opportunities. We have an extremely optimistic outlook for 2024.”
Fabián raised a question about extending the booking window for reservations, given that 13% of activity bookings are made on the same day. Ulwahn added, in reference to reservations for attractions such as the Sagrada Familia: “There are issues with overcrowding. While there are peak periods of interest, it generally remains highly congested. Therefore, it becomes necessary to introduce new time slots during which there are fewer visitors.”
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