Skift Take
The tours, activities & experiences market is a lucrative and under-explored opportunity in the travel industry. Its high fragmentation, influx of small suppliers, and rapid shift from offline to online makes it a goldmine for online intermediaries to gain market share from traditional offline players
The market for tours, activities, and experiences represents one of the most opportunistic and untapped prospects within the travel industry. It is highly fragmented, with a long tail of small suppliers, and it is rapidly shifting online. That makes it an attractive space for online intermediaries to consolidate market share from small offline players.
Google, not one to miss the party, has also entered the space with its "Things To Do" tool. As it does with other travel verticals, Google acts as both friend and foe to the online travel