69% of travellers preferred tours lasting three hours or less in 2024. Private and small-group tours dominate, especially in Europe. Real-time, mobile-friendly booking is critical to meet last-minute demand. Generational divide: younger travellers seek immersion, older travellers favour tradition. Operators must prioritise agility and personalisation in tour design
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GLOIn a fast-changing global travel landscape, the 2025 Tour Taker Report from Arival reveals a decisive shift in the behavior of travelers across the U.S. and Europe. Today’s tourists are increasingly seeking shorter, more intimate, and more flexible experiences, reshaping the traditional tour model and presenting both challenges and opportunities for operators.
Key Takeaways:
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69% of travelers preferred tours lasting three hours or less in 2024
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Private and small-group tours dominate, especially in Europe
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Real-time, mobile-friendly booking is critical to meet last-minute demand
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Generational divide: younger travelers seek immersion, older travelers favor tradition
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Operators must prioritize agility and personalization in tour design
Shorter Tours Dominate Itineraries
One of the most striking findings from the report is that nearly seven in ten travelers (69%) opted for tours lasting three hours or less in 2024. This reflects a broader desire for convenience and flexibility, allowing travelers to fit curated experiences into tightly packed itineraries.
According to Douglas Quinby, co-founder and CEO of Arival, this signals a major paradigm shift:
“Travelers want experiences that fit into their plans, not the other way around… convenience and flexibility are paramount.”
Smaller Groups, Bigger Demand for Privacy
In 2024, over 50% of all UK, US, and European travelers booked at least one private tour, reflecting a growing appetite for personalized experiences. This trend is particularly pronounced in Europe:
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Germany: 55% chose private tours
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France: 50%
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United States: 50%
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Group tours with six or fewer participants were most popular among 50% of Americans and 43% of Europeans
These preferences point toward a desire for exclusivity, deeper connection with guides, and more meaningful interactions, especially post-pandemic, where personal space and curated experiences remain highly valued.
Booking Behavior: Late and On-the-Go
While 72% of U.S. travelers booked their tours before reaching their destination, most of these bookings occurred within a week of the experience. Specifically:
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70% of Americans
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61% of Europeans
…booked less than seven days in advance.
This means the tour industry must meet demand in real-time, supporting mobile-first platforms, same-day booking capabilities, and transparent availability to capture spontaneous travelers.
Age Matters: Generational Split in Tour Preferences
The Arival study revealed distinct age-based preferences:
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Younger travelers (Millennials and Gen Z) are driving the rise in experiential and participatory tours, such as cooking classes, guided hikes, and immersive local experiences.
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Older travelers (Boomers and Gen X) still favor traditional sightseeing tours — think historic landmarks, panoramic bus rides, and structured itineraries.
This divide suggests that tour operators must diversify their offerings—with immersive, hands-on experiences for younger audiences and reliable, informative options for older demographics.
About the Study
Arival conducted its research in fall 2024, surveying:
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800 U.S. travelers
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1,600 European travelers (from France, Germany, Spain, and the U.K.)
Participants were active travelers who engaged in day tours, activities, attractions, and events in the past year. The report presents a comprehensive look at booking behaviors, spending habits, and tour preferences across regions and age groups.
What This Means for Tour Operators
To stay competitive in 2025 and beyond, tour operators must adapt to the evolving expectations of travelers:
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Offer shorter tours that slot easily into flexible travel schedules
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Develop private and small-group experiences
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Ensure mobile-first, last-minute booking options
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Tailor experiences to suit diverse generational preferences
As the travel market becomes more fragmented yet personalized, the operators who succeed will be those who blend authentic storytelling and cultural richness with the speed and convenience of modern digital expectations.
For the full report, visit arival.travel
Source: Arival
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