OTAs make huge inroads in attraction ticket sales

Visitor attractions have seen a dramatic shift in distribution, with OTAs more than doubling their share of bookings since 2019

Arival's new study, The State of Visitor Attractions, highlights significant changes in the visitor attractions sector, focusing on distribution, ticketing technology, operations and marketing. The report reveals that Online Travel Agencies (OTAs) now account for 18% of global attractions bookings, a significant increase from less than 10% before the pandemic. Despite the growth of OTAs and direct ticketing sites, offline sales remain dominant, with one-third of attractions not using advanced online ticketing systems.

Key takeaways

• OTAs now drive 18% of global attraction bookings, up from less than 10% before the pandemic;
• The growth of OTAs has led to significant changes in the distribution of attraction tickets, with some OTAs operating independently of attractions;
• Despite the shift to online sales, offline ticket sales remain the largest point of sale;
• One-third of attractions still lack advanced online ticketing systems or connections to reseller partners.

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