Shorter tours, smaller groups: Travelers prioritize intimacy and convenience

The latest 2025 Tour Taker report by Arival reveals a powerful shift in how European and U.S. travelers engage with day tours – shorter durations, smaller groups, and flexible schedules .  As modern travelers prioritize flexibility and exclusivity, operators are rethinking how tours are designed and delivered.

According to Arival’s study, 69% of travelers took tours lasting three hours or less in 2024.  This rise in demand for shorter tours reflects a growing demand for convenience: travelers are seeking experiences that fit into their travel plans and schedules.