Arival 360 kicked off in Berlin this week with a lineup of discussions and insights into the evolving landscape of experiences, travel and tourism. Day 1 of the event saw industry leaders, experts, and innovators coming together to discuss pivotal themes and unveil developments shaping the experiences sector in 2024.

Douglas Quinby, CEO of Arival, Identifies Four Major Themes

The opening session, led by Arival CEO and co-founder Douglas Quinby, set the tone for the event by unveiling the four major themes driving the experiences industry this year. 

Quinby highlighted the challenges posed by factors such as over-tourism and environmental concerns, emphasising the need for adaptive strategies amidst shifting regulatory landscapes. “Authorities’ responses, including the introduction of fees and limitations on tourist numbers, present significant operational hurdles for the experiences industry,” stated Quinby.

Furthermore, Quinby shed light on the dynamics of customer booking behaviors, stressing the diminishing space of offline bookings and the need for industry players to embrace digital connectivity.

The session also delved into the complexities of consumer decision-making regarding experiences, with Quinby underscoring the diverse avenues through which individuals discover and select activities. He cited the growing influence of platforms like TikTok in driving bookings, signaling a shift in consumer preferences and engagement channels.

On the topic of artificial intelligence, Quinby expressed optimism about the potential of AI-driven innovations in the industry while emphasising the value of human connection in delivering immersive experiences. He said, “The one thing that sets our industry apart is something that can’t be replaced by technology.  As it’s about connection with people, a place, a culture, everything you can touch and taste.”

Key takeaways from panels, sessions and keynotes on Day 1 of Arival 360:

Claus Raasted advocates for innovation

Claus Raasted, Director of The College of Extraordinary Experiences, urged industry stakeholders to embrace innovation and challenge conventional norms. Raasted emphasised the significance of fostering an environment conducive to change, citing examples of transformative shifts observed during the pandemic.

“Change only happens when we’re desperate,” said Raasted. “Where it doesn’t happen is when you’re in the middle.  When you’re “too busy” or “don’t have enough time” [to act on an idea, or try something completely new].  We don’t change as long as we’re in the middle.”

Jessica Dante of Love and London highlights content strategy

Love and London’s Jessica Dante shared insights into the power of content strategy in driving engagement and growth. By tailoring content to address consumer interests, queries, and concerns, Dante highlighted the importance of authenticity and relevance in building brand resonance.

Dante said, “(Instagram) Reels were once an after-thought to us… now short-form videos help us reach 4.5 million people a month. We stopped producing reels about us, and switched to content for our customers.”

Dante reiterated that brands should make content that is watchable, shareable and savable while creating a content strategy around three questions:

1. What are your target market’s interests?  This can be related to what you offer, but not exactly what you offer.  “Our market loves hidden gems and things that are historic, so we did a video story about the oldest umbrella shop in London. It has 600k views on Instagram and 250k on TikTok.”
2. What questions are they asking?  Dante says this should be something they want help with, and that brands should answer that question for them – give them something that helps them out.  “We are a tour company, but the top question we get from people is actually how to get from London Heathrow Airport to the city centre.  So, we did a video to show them all the potential ways – it has 1.2 million views on Instragram and 1.2 million on TikTok.”
3. What worries or insecurities do they have?  “Lots of our customers are anxious or nervous about going abroad, e.g. when going to France, people are worried about the language barrier.  Others are worried about getting robbed in London.  So we made a two-minute video about a common scam in London to be aware of and how to avoid it.”

Google Travel explores AI’s role in enhancing user experience

Emmanuel Marot, Google’s Director of Product Management, provided insights into the role of AI in enhancing user experience within the travel domain. Marot underscored ongoing efforts to refine AI capabilities in understanding user preferences and delivering personalised recommendations.

Marot also admitted there was also still work to be done on the topic of confabulation – when the AI tool (Gemini) imagines something and then makes up its answer.  “That’s a biproduct of the tool.  It hears something you’re saying and then tries to interpret it or imagine an answer.  The more we improve the data, the more we can improve this.

“Content needs to be expressed to users in a way that is relatable, for example, you won’t say ‘let’s go to a 4.7-star restaurant’ – you’d say something much more expressive.”

Industry leaders champion environmental responsibility

A panel discussion on sustainability featured industry leaders outlining their commitments to environmental stewardship. From measuring carbon emissions to promoting sustainable practices, panelists emphasised the importance of aligning business operations with environmental and social objectives.

For example, Tootbus’ Arnaud Masson said, “We measure two main things; we measure our carbon emissions, and the importance of the topic to our customers.  We then promote sustainable activities on our tours.  For example, we encourage people to do walking tours.  We also promote the cities we operate in, to give something back to the communities that give to us.”

Panelists also offered practical advice on driving sustainable change within the industry, stressing the importance of starting small, identifying impactful initiatives, and fostering transparency and collaboration.