The Best Part of Travel | Inside the Business of Destination Experiences

People are choosing experiences over things — but what happens when even experiences risk becoming commodities? In this episode of the Best Part of Travel podcast, Joe Pine, co-author of The Experience Economy and author of the forthcoming book on The Transformation Economy, joins hosts Janelle Visser and Stephen Joyce to talk about experience design, commoditization, and how tour and activity operators can design experiences that are not just memorable, but life changing. Key topics include:The economic evolution from commodities to goods and services to experiences… to what’s next.How travel brands can encourage repeat business by offering experiences focused on personal transformation.Commoditization, differentiation and standing out in a “sea of same.”What it takes to design travel experiences that are not only memorable, but meaningful — and even transformational.The upcoming Arival 360 conference in Washington, D.C.If you’re in the business of experiences, this conversation will challenge how you think about travel, guests, and the future of the industry.👉 Resources & Links:Escaping the Tour Commoditization Trap: https://arival.travel/article/escaping-the-tour-commoditization-trap/ The Experience Economy by Joe Pine and James Gilmour: https://www.amazon.ca/Experience-Economy-New-Preface-Authors/dp/1633697975/ The Transformation Economy book by Joe Pine (forthcoming): https://www.amazon.ca/Transformation-Economy-Guiding-Customers-Aspirations/dp/B0DS4649VL Arival 360 | Washington DC and the Executive Summit: https://arival.travel/event/2025-washington-dc/ , https://arival.travel/event/2025-washington-dc-exec-summit/ The Best Part of Travel podcast is brought to you by Arival. Season Two is sponsored by Protect Group.

Janette Roush, Chief AI Officer at Brand USA, is passionate about harnessing AI for travel innovations. She reveals how AI can enhance trip planning and website engagement while sharing insights on a new tourism campaign utilizing AI tools. The discussion touches on the importance of gender representation in tech, advocating for women's presence in AI to enrich personalized travel experiences. Janette also highlights an upcoming AI Forum aimed at enhancing knowledge-sharing among travel professionals. Get ready for a transformative look at travel and tech!

In this conversation, Andrea Carini, CEO of FareHarbor, shares insights on the evolution of online booking systems and the impact of AI on the travel experiences market. He discusses the shift from traditional pricing models to innovative success-based fees, especially with the introduction of a new API fee. Douglas Quinby, CEO of Arival, adds to the dialogue by exploring the rapidly evolving booking landscape, the rise of mobile bookings, and the need for tailored tech solutions. Get ready for a fascinating look into the future of booking technology!

In this episode of the Best Part of Travel podcast, hosted by Janelle Visser and Stephen Joyce, we travel Down Under to delve into Australia's unique approach to cultural attractions tourism and visitor experiences. Featuring guest interviews with: Annabel Sullivan, Executive Officer of Cultural Attractions of Australia; Catherine Hughes, Business Development Manager at the Sydney Opera House; Mirjam Hilgeman, Museum Shipkeeper at the Australian National Maritime Museum;The episode covers how Australian attractions are collaborating to attract more travelers to their attractions by offering elevated, immersive experiences for both international and domestic travelers. Discussions include the rise of passion-based travel, the importance of bespoke and VIP experiences, and Arival research on visitor attractions and the affluent traveler.Some resources we mention:The State of Visitor Attractions (Arival report on Attractions): More Attractions Offer Guided Tours, VIP Experiences The State of Experiences in Australia & New Zealand Koalas & the Jurassic Park T-Rex (YouTube) The Best Part of Travel podcast is brought to you by Arival. Season Two is sponsored by Protect Group.

Dan Christian, the savvy host of the Travel Trends podcast, dives deep into the travel landscape of 2025. He discusses the revolutionary impact of AI on travel planning, transforming how operators work. The rise of social media, particularly TikTok, is reshaping travel discovery. Meanwhile, online travel agencies are gaining clout, pushing operators to rethink pricing. Dan also addresses overtourism issues and shares insights on affluent travelers who desire exclusive, immersive experiences, fueling a shift toward meaningful tourism.

In this episode, Stephen Joyce and Janelle Visser recap the first season of the Arival Voice of Experiences podcast. They discuss their favourite episodes, the variety of content they covered, as well as the top five episodes from Season One by listener ranking. The top five episodes mentioned feature the following guests: 5) Peter Brown from Big Bus Tours, 4) Christian Watts from Magpie Travel, 3) Kelsey Tonner from Guest Focus, 2) Emmanuel Marot from Google, and 1) Johannes Reck from GetYourGuide. Reviewing clips from these conversations, they highlight the importance of elevating the guest experience, the potential of AI in the tours and activities industry, the advantages of working in the corporate sales niche, and the potential of AI tools like ChatGPT and Gemini. They also highlight the importance of personalization and elevating experiences in order to stand out both to AI-generated search results and to human travelers. The conversation touches on the challenges of bias in AI models and the need for unique and valuable content to improve visibility. Key Takeaways: The Arival Voice of Experiences podcast covered a variety of topics in the tours and activities industry. The hosts discussed their favorite episodes and the different formats they experimented with. The top five episodes mentioned in the conversation are: 5) Peter Brown from Big Bus Tours, 4) Christian Watts from Magpie Travel, 3) Kelsey Tonner from Guest Focus, 2) Emmanuel Marot from Google, and 1) Johannes Reck from GetYourGuide. Elevating the guest experience was a recurring theme throughout the season. AI has the potential to revolutionize the tours and activities industry. Arival events provide a platform for operators to share their innovations and ideas. The use of AI tools like ChatGPT and Gemini can enhance the travel industry by providing personalized recommendations and improving search results. Working in the corporate sales niche can offer advantages such as premium pricing opportunities, streamlined planning processes, and diversified revenue streams. To stand out in AI-generated search results, it is important to focus on personalization, as well as providing unique and valuable content. Challenges with bias in AI models and the need for ongoing updates and improvements are important considerations when using AI in the travel industry. AI models in the tourism industry need to continuously evolve to keep up with changing media formats and user preferences. AI has the potential to enhance image and content creation processes in the tourism industry. Personalized and targeted offerings are crucial for different customer segments, such as corporate groups and bachelorette parties. Producing valuable and useful content is important for both humans and AI algorithms. The future of AI in search is expected to merge different interfaces and provide more refined and readable results. AI can streamline processes and optimize marketing strategies in the tourism industry. You can find out more about and connect with the speakers here: Peter Brown from Big Bus Tours, Christian Watts from Magpie Travel, Kelsey Tonner from Guest Focus, Emmanuel Marot from Google, Johannes Reck from GetYourGuide. You can find out more about Arival research and events here: Arival Guide to AI in Experiences ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Optimizing Tours for Generative AI Search by Christian Watts The 2024 U.S. Experiences Traveler Arival 360 | San Diego 2024 Arival Activate | Edinburgh 2024 Arival 360 | Valencia 2025 Connect with the hosts of The Voice of Experiences, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Stephen Joyce⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Janelle Visser⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you are not an ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Arival Insider Pro⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, consider joining to get access to all of the Arival research and don't forget to join us at one of ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠our upcoming events⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

In this conversation, Jon Owen, CEO of Go City, and Douglas Quinby, CEO of Arival, discuss the multi-attraction pass. They explore the size and scope of the pass market, the structure of the pass model, and the range of attractions and experiences offered. They also discuss the evolving trends in the market, such as the shift towards more experiential and off-the-beaten-track offerings. The conversation touches on the economics of the pass model, including commission rates and the drive for incremental business. They also discuss the challenges and opportunities presented by the shift towards managed inventory, variable pricing, and dynamic pricing. Finally, they address the issue of over-tourism and the role of city passes in managing visitor flows and promoting a more balanced exploration of destinations. Multi-attraction passes, such as Go City, offer a convenient and flexible way for travelers to explore a destination. These passes provide access to a curated list of attractions and experiences, allowing visitors to prepay for multiple activities and avoid the hassle of booking each one individually. The passes also offer guidance on when to visit popular attractions to avoid crowds and maximize the overall experience. For operators, being included in a multi-attraction pass can attract incremental visitors who may not have otherwise visited their attraction. Key Takeaways: The pass market, specifically the multi-attraction pass, is a significant and visible channel in the travel industry, offering a range of attractions and experiences for a single price. The pass model provides value for money, convenience, and inspiration to a broad customer base, including a geographically diverse range of travelers. The pass model drives incremental business to attractions, with customers visiting a higher number of attractions compared to non-pass holders. The pass model faces challenges and opportunities with the shift towards managed inventory, variable pricing, and dynamic pricing, requiring integration and flexibility. City passes can play a role in managing visitor flows and promoting a more balanced exploration of destinations, including off-the-beaten-track experiences. Multi-attraction passes provide a convenient and flexible way for travelers to explore a destination. Operators can attract incremental visitors by being included in a multi-attraction pass. Dynamic and variable pricing can be a challenge for multi-attraction pass companies. Limited availability experiences may require pre-booking and can be a challenge for pass holders. Multi-attraction passes offer guidance on when to visit popular attractions to avoid crowds. You can find out more about and connect with the speakers here: ⁠Jon Owen, CEO Go City You can find out more about Arival research here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠2024 Experiences Traveler Outlook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year.  ⁠Visitor Attractions and the New Booking Paradigm - Based on a survey of 1,000 U.S. travelers, this report, produced in partnership with Go City, offers insights on the the preferences, attitudes and buying habits of attraction visitors in 2023 and beyond. Variable and Dynamic Pricing for Tours & Attractions Three Trends Shaping the Future of Attractions Ticketing Connect with the hosts of The Voice of Experiences, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Stephen Joyce⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Janelle Visser⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you are not an ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Arival Insider Pro⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, consider joining to get access to all of the Arival research and don't forget to join us at one of ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠our upcoming events⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

In this episode, Martin Harlow discusses the importance of having a distribution strategy and online travel agencies (OTAs) for tour and activity operators and attractions. He emphasizes the need for a basic strategy to get products to market and highlights that OTAs are often the first point of contact for consumers during the research phase. Martin explains that the choice of OTAs should be based on the target audience and the specific niche of the product. Martin provides insights on how to choose and work with OTAs, including the importance of connectivity, representation, and interaction with the OTA. In this conversation, Janelle Visser and Martin discuss various distribution channels for operators beyond OTAs. They highlight the importance of attending industry events and trade shows to network with account managers and potential partners. They also emphasize the value of face-to-face communication and building relationships with OTAs. The conversation explores the challenges of working with OTAs, such as maintaining multiple channels and ensuring accurate and consistent information. Finally, they address the issue of competing with OTAs for search terms and suggest strategies for handling this challenge. Key Takeaways: Having a distribution strategy is fundamental for tour and activity operators and attractions to get their products to market. OTAs are often the first point of contact for consumers during the research phase, so it is important to be present on relevant OTAs to ensure visibility. The choice of OTAs should be based on the target audience and the specific niche of the product. A mix of direct bookings and OTA bookings is recommended based on the target market and type of attraction. Connectivity, representation, and interaction with OTAs are key factors in working effectively with them. Operators should negotiate with OTAs to find a middle ground on challenges such as cancellation policies. Attending industry events and trade shows provides opportunities to network with account managers and potential partners. Face-to-face communication and building relationships with OTAs can be valuable for operators. Maintaining multiple channels and ensuring accurate and consistent information can be challenging when working with OTAs. Channel management can simplify the distribution process and maintain availability and inventory across multiple OTAs. Differentiation on OTAs can be achieved through optimized profiles, good reviews, unique offerings, and competitive pricing. Competing with OTAs for search terms requires clear communication and potentially hiring professional SEO services. You can find out more about and connect with the speakers here: Martin Harlow You can find out more about the research that we mention in the episode here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠2024 Experiences Traveler Outlook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year.  The Essential OTA Checklist for Experience Operators Arival Guide to OTA Marketing 30 Regionally Focused OTAs in Tours, Activities, and Attractions 14 Channel Managers for Experience Operators Connect with the hosts of The Voice of Experiences, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Stephen Joyce⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Janelle Visser⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you are not an ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Arival Insider Pro⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, consider joining to get access to all of the Arival research and don't forget to join us at one of ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠our upcoming events⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

Summary In this conversation, Janelle and Stephen discuss the importance of LGBTQ+ travelers. They explore the meaning of LGBTQ+ and its variations, as well as the significant economic value of LGBTQ+ travel. The guests, Glenn Tkach and Rebecca Fisher, share their experiences in designing and leading LGBTQ+ history tours in Vancouver and Philadelphia, respectively. They discuss the challenges of uncovering and presenting LGBTQ+ history, as well as the impact of their tours on different audiences. The conversation also touches on the age demographics of LGBTQ+ travelers and the importance of authenticity and storytelling in engaging with this audience. Overall, the conversation emphasizes the need for tour operators to prioritize inclusivity and representation to attract and cater to LGBTQ+ travelers. Key Takeaways: LGBTQ+ travelers are a valuable market in the tourism industry, with an estimated annual value of $200 billion. LGBTQ+ history tours provide an opportunity to share untold stories and educate people about the LGBTQ+ community and its history. Designing LGBTQ+ history tours can be challenging due to the lack of easily accessible historical records, but it is important to uncover and share this history. LGBTQ+ travelers tend to be younger, with a smaller percentage of travelers in the 55+ age group, likely due to the impact of the AIDS epidemic and discrimination faced by older LGBTQ+ individuals. Engaging with difficult and sad aspects of LGBTQ+ history on tours is important, but it is also essential to balance it with celebration and pride. Authenticity and storytelling are key in creating meaningful experiences for LGBTQ+ travelers. LGBTQ+ travelers tend to be more interested in walking tours and are often from the age group of 35 to 54. Queer families, with parents bringing their queer children, are often seen on tours as a way of showing support and learning about LGBTQ+ history. Making LGBTQ+ travelers feel safe and welcomed is crucial, and tour operators can achieve this through casual mentions of LGBTQ+ inclusivity in marketing and engaging with the community through donations and support. Inclusivity and representation are important not only for LGBTQ+ travelers but also for allies and those who prioritize diversity and sustainability. By prioritizing inclusivity and representation, tour operators can attract a broader market and make their experiences welcoming for everyone. You can find out more about and connect with the speakers here: ⁠⁠Glenn Tkach, Professional Guide & Speaker, Forbidden Vancouver Tours Rebecca Fisher, Beyond the Bell Tours You can find out more about the research that we mention in the episode here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠2024 Experiences Traveler Outlook⁠⁠⁠⁠⁠⁠⁠⁠⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year.  ⁠⁠⁠⁠⁠⁠⁠⁠⁠2024 US LGBTQ+ Experiences Traveler - This study delves into the mind of the LGBTQ+ experiences traveler – who they are, what they want, and how they research, book and share experiences. This new report, exclusively for Arival Insider Pro Access members, presents essential consumer insights on U.S. experiences travelers who identify as LGBTQ+, and how to reach this lucrative segment of travelers — the LGBTQ+ travel market is estimated to be worth $65 billion in the U.S. alone.  What Queer Families Want from Travel - Travel Weekly Connect with the hosts of The Voice of Experiences, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Stephen Joyce⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Janelle Visser⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you are not an ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Arival Insider Pro⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, consider joining to get access to all of the Arival research and don't forget to join us at one of ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠our upcoming events⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

Summary In this conversation, Christian Watts from Magpie Travel discusses the impact of AI on tours, activities, and attractions. The discussion covers the use of AI in rewriting content, customer service, and personalized trip planning. The conversation also delves into the challenges and opportunities of using AI, as well as the tools and technologies being used in this sector. The conversation covers a wide range of topics related to AI in tourism, including the impact of AI on human interaction, the use of AI in tour operations, the ethical considerations of AI-generated content, and the potential implications for consumer trust. The discussion also delves into the practical applications of AI in the tourism industry, such as customer service, content generation, and storytelling. Additionally, the conversation explores the role of AI in responding to reviews and the importance of maintaining brand credibility in the age of AI-generated content. Key Takeaways: AI is being used in rewriting content, customer service, and personalized trip planning for tours, activities, and attractions. The tourism industry faces challenges and opportunities in leveraging AI for enhancing customer experiences and operational efficiency. Tools and technologies such as ChatGPT, Gemini, and other AI models are being used in the tourism sector to improve content creation, customer interactions, and personalized experiences. The use of AI in the tourism industry requires a balance between automation and personalized human experiences, presenting both opportunities and challenges for operators. SEO and content quality remain important factors in getting found by AI models, similar to traditional search engines like Google. The conversation highlights the need for operators to adapt to the evolving landscape of AI-driven search and customer interactions in the tourism industry. AI has the potential to disrupt the tourism industry and raise questions about the balance between human interaction and AI assistance. The use of AI in tour operations can enhance customer service and streamline operational processes, but it should be complemented by the human touch. Ethical considerations arise when using AI to generate content, and maintaining brand credibility is crucial in the age of AI-generated content. AI can be a valuable tool for responding to reviews, but it's important to ensure that the content maintains authenticity and trustworthiness. The future of AI in tourism will require a balance between leveraging AI's capabilities and preserving the human element of storytelling and customer interaction. You can find out more about and connect with the speakers here: ⁠Christian Watts, CEO Magpie Travel You can find out more about the research that we mention in the episode here: ⁠⁠⁠⁠⁠⁠⁠⁠2024 Experiences Traveler Outlook⁠⁠⁠⁠⁠⁠⁠⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year.  ⁠⁠⁠⁠⁠⁠⁠⁠2024 US Tour Taker⁠⁠⁠⁠⁠⁠⁠⁠ - The second report from the 2024 U.S. Experiences Traveler study delves into the state of today’s tour taker – who they are, what they want, and how they choose, book and share. ⁠⁠Arival Guide to AI in Experiences⁠⁠ - How tours, activities and attractions are improving the guest experience, saving money and growing their business with AI today Connect with the hosts of The Voice of Experiences, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Stephen Joyce⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Janelle Visser⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you are not an ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Arival Insider Pro⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, consider joining to get access to all of the Arival research and don't forget to join us at one of ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠our upcoming events⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!