Several recent market reports and publications have identified the travel activities market as a key growth area within the broader tourism sector, and one that is ripe for investment. Some publications have gone as far as to call it ‘the next great untapped market in online travel’ and ‘the fastest growing segment in the tourism sector.’
Rising demand for tours and travel activities in emerging markets like China, combined with a fragmented, open marketplace is providing a lot of opportunity for new digital distributors to expand into the space.
Despite the fact that most consumer sectors are increasingly going digital, Trekksoft recently found in a study that the majority of tours are still sold offline. In-destination purchases and purchases from travel agent and operator offices make up a whopping 80% of all tour and activity bookings. This may be due to the fact that many of these purchases are only available offline through direct sales channels.
If operators can make those same bookings accessible online, there is opportunity for businesses to steal that vast market share back from offline booking channels. Indeed, many companies are already trying to enter the space, with sites like Airbnb experiences, Tripadvisor, and Viator all competing in the industry.
Perhaps one of the most exciting new players in the online travel activities market is Metatrip. Metatrip are making the process of booking tours and activities from different operators easier for consumers through their online travel comparison engine. This tool allows buyers to search for activities and compare all their options, from all the different providers, at a glance.
As the travel activities market is largely fragmented, with thousands of different independent operators and guides, this centralized approach is potentially the perfect solution for digitalization.
Consumers can simply search for their destination to find what’s on offer, whether they’re looking for things to do in tokyo, Bali, or anywhere else, and then click their chosen activity to book it through the provider’s website. They can also find inspiration for different cities by browsing the information pages on their website.
For more information about Metatrip, visit their website at metatrip.com