The good news is that the businesses that win won’t necessarily be the biggest. They’ll be the ones that build strong brands, understand their audience, and create seamless experiences through smart connectivity and operations.

Here are our biggest takeaways from Arival, and what activity operators should focus on right now.

OTAs are growing, but so is the need for direct relationships

OTAs continue to shape how travelers discover experiences. Search behavior is shifting from “best kayak tour company” to simple intent-based searches like “things to do in Valencia”. At the same time, more travelers are using AI tools to plan trips, which means discovery is increasingly driven by data, reviews and online signals.

One statistic that stood out: over 50% of travelers are already using AI in some part of their travel planning journey. That means platforms like Google, Meta, ChatGPT, and OTAs are learning from every review, listing, booking, and interaction online.

For operators, this creates both an opportunity and a risk.

OTAs can drive visibility and bookings, but relying too heavily on them can weaken direct customer relationships and reduce brand recognition. One speaker summed it up perfectly: travelers often remember the experience — not the company behind it.

"Use OTAs as a growth channel, not your entire strategy."

Key takeaways:

• Make sure your booking system connects seamlessly with OTAs and marketplaces.
• Focus on collecting reviews and keeping listings updated everywhere your audience searches.
• Build a recognizable brand so travelers remember you, not just the platform they booked through.
• Invest in your own website and direct booking experience alongside OTA distribution.

The strongest brands aren’t trying to appeal to everyone

One of the sessions focused on branding, and the message was refreshingly honest: modern travel marketing has become too boring.

Phrases like “hidden gem”, “once in a lifetime”, and “extraordinary experience” no longer stand out because everyone uses them. The brands that cut through are the ones that speak clearly, specifically, and confidently to a defined audience.

Instead of marketing to “families,” one example suggested targeting "families with kids aged 5–11 who love learning and outdoor adventures". Small shifts like this make messaging far more relatable and hits the customers who will love your experience the most.

Another important reminder: don’t write like a brochure. Write like a real person. Speak the way your customers actually talk— relaxed, conversational, and specific. Remember to stay aligned with your tone of voice across all your communication, from newsletters and social media captions. to customer emails and print.

"If your brand tries to speak to everyone, it usually connects with no one."

Key takeaways:

• Replace generic phrases with concrete descriptions.
• Talk about what your customer gets out of the experience.
• Use FAQs, reviews, and social comments to understand how your customers speak and what's your USP's according to them.
• A/B test different messaging and audience angles - what about your experience does your customers value the most?
• Don’t be afraid to say who your business is not for.

Connectivity and operations are becoming competitive advantages

Another major theme throughout Arival was operational efficiency and connectivity.

As distribution channels multiply and customer journeys become more fragmented, operators need systems that talk to each other. Booking systems are no longer just about taking reservations — they are becoming the foundation for revenue management, OTA distribution, customer communication, and business insights.

Speakers highlighted how important it is to understand where bookings come from, how customers behave before purchasing, and which channels actually drive revenue. Tools like Google Travel Insights and AirDNA were mentioned as ways operators can better understand traveler behavior and demand patterns.

Key takeaways:

• Track where your bookings originate from.
• Use data to understand booking windows, guest types, and seasonality.
• Reduce manual admin work so your team can focus on guests and growth.
• Build systems that support operational efficiency to help you save time on admin.

Tip!

BookSpot integrates with Prioticket, a Channel Manager that connects BookSpot with hundreds of OTAs. Manage pricing, product descriptions, and availability from one single platform, while all bookings are automatically synced directly into BookSpot. Less manual work, better overview, and smoother distribution.

Final thoughts

Arival Valencia confirmed something we strongly believe at BookSpot: the future belongs to operators who combine unique experiences, smart technology and strong marketing.

Visibility matters. Connectivity matters. But in a world increasingly driven by AI and algorithms, having a clear identity and memorable customer experience matters even more.

The operators who stand out won’t be the loudest — they’ll be the clearest, most relevant, and easiest to book with.

And that’s an exciting future for the industry.

Do you have any questions?

At BookSpot, we’re always happy to help our customers grow, whether that’s through smarter marketing, connectivity, or making the most of OTA's. We’ve been on the other side ourselves, building and growing activity businesses, which means we understand the challenges operators face every day.

From operations and on-site management to sales, distribution and marketing, our team is always just a call away to share guidance, insights and real experience. Book a free consultation or reach out to our support team, we’re here to help you.