Skift Take
Will the experiences sector ever be fully online? Industry analysis paints a doubtful picture, but there's considerable room to scale and grow, with the current volume at some 30% and key industry players owning marginal stakes.
Ongoing demand for experiences points to a potential market worth hundreds of millions of dollars. With 70% of tours and activities still offline, companies are investing in tech that reduces booking friction and also enhancing the in-person experience.
This fragmentation of the tours and activities sector and the opportunity for online travel agencies and travel businesses to increase their market share will be a big discussion at the Skift Global Forum in New York on September 26-28. We'll be hearing from industry leaders Airbnb, American Express Travel, Expedia, GetYourGuide, Google, and Intrepid.
1. Experiences Need to Deliver Unique ValueSkift Research analysis shows travelers' appetite for immersive experiences remains strong, with travelers caring more about "creating a travel experience that meets their expec