Travel’s tours and activities sector has been growing in recent years, and the space is continuing to evolve in 2025.

Industry leaders opened up about current trends during a studio interview with senior reporter Morgan Hines at Phocuswright Europe earlier this summer. 

Right now, experts said there are some key shifts tied to demographic, booking behavior and emerging technology, all of which could shape the future of the space.

Roisin O'Sullivan, global managing director of Walks and Devour, said there has been a change in the demographic of travelers who are booking experiences.

Craig Everett, co-founder and CEO of Holibob, said the booking window is consistently moving closer to the date of travel.

Ali Basij, founder, chief technology officer and CEO of Instahop, said artificial intelligence (AI) is this year's biggest trend.

The wide-ranging conversation also touched on the concept of original experiences, as touted by big-name brands such as Airbnb and GetYourGuide, autonomous experiences, the booking funnel and more.

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