Gen Z, pop culture and tech gaps map the next chapter for multi-day tours
According to new research from Arival, the multi-day tour sector is undergoing a major shift, driven by Gen Z solo travellers, narrative-driven itineraries, and a widening technology divide. Solo bookings now make up half of all reservations on platforms like TourRadar, with Millennial and Gen Z women leading the way. Pop-culture experiences are also gaining momentum, with itineraries inspired by shows drawing younger audiences and shortening trips from the traditional nine days to an average of seven. Meanwhile, U.S. couples aged 50+ are splurging on premium, curated European journeys, spending €4,000–5,000 per trip, well above the sector’s €3,000 average.
Arival’s study – based on 40+ interviews and a global survey of operators, distributors, and tech providers – also highlights how demand is diversifying. Nearly half of bookings are shifting toward developing countries and secondary destinations, helping to ease overtourism in traditional hubs. But while large platforms boast 75% instant booking rates, many smaller operators still struggle with manual processes. “Gen Z is rewriting the travel playbook,” said Douglas Quinby, CEO of Arival. He warned that operators reliant on spreadsheets will struggle to compete: “Closing that tech gap is critical for growth.”
Klook and PlayStation launch Ghost of Yotei tour in Hokkaido
Klook and PlayStation have teamed up to launch the Ghost of Yotei Hokkaido Tour, coinciding with the release of the highly anticipated Ghost of Yotei game on October 2, 2025. Inspired by the game’s 1600s rural Japan setting, the curated tour takes travellers through the landscapes of Hokkaido that shaped the game world. Stops include Mount Yotei, Noboribetsu Date Jidai Mura, Jigokudani (Hell Valley), and Lake Toya – each location weaving cultural, historical, and natural elements directly into the story of the game. Marcus Yong, VP of Global Marketing at Klook, said: “With PlayStation, we’ve designed an original experience that lets fans journey straight from console to countryside, living the Ghost of Yotei story while uncovering the rich beauty and culture of Hokkaido.”
The partnership also signals Klook’s shift toward a social-first strategy, tapping its Kreator network of travel and gaming influencers to spark online discovery and fan engagement. With Hokkaido seeing a 25% surge in demand in the past year and car rentals among Klook’s top-booked products, the tour meets growing interest in off-the-beaten-path adventures.
THV unveils AI-powered SaaS platform for independent hotels
Treebo Hospitality Ventures (THV) has launched Hotel Superhero, its AI-powered, voice-and-chat-based hotel management system, as a SaaS solution for independent hotels. Previously used to power over 750 hotels under THV brands like Treebo and Medalio, the platform is now being offered to the wider market starting at Rs 49 per room per month, with a three-month free trial. Designed to democratise access to advanced hotel technology, Hotel Superhero bundles property management, revenue management, channel management, POS, guest communications, dashboards, and more into a single, cloud-based system.
At its core is SuperBot, an AI chat agent that enables staff to handle check-ins, check-outs, payments, and bookings in seconds using natural voice commands, while also supporting multiple languages. “Independent hoteliers have always been the underdogs of the industry,” said Sidharth Gupta, Co-founder & CEO of THV. “With Hotel Superhero, we are giving them a partner they can truly rely on—one that boosts profits, delights guests, and simplifies operations.”
Booking.com taps FareHarbor to add 150,000+ new attractions worldwide
Booking.com has announced a global integration with FareHarbor that will add over 150,000 new tours and activities to its platform, significantly expanding its U.S. offering and enriching options for travelers worldwide. The partnership brings everything from Spain’s Montserrat Hiking Tour to the Prague Christmas Market under Booking.com’s Attractions umbrella, now spanning more than 5,000 cities across 115 countries. FareHarbor joins Musement, Viator, and Klook as a key partner, giving its network of operators direct exposure to millions of Booking.com customers.
The move also strengthens Booking.com’s Trips division, where experiences go hand-in-hand with accommodation, flights, and car rentals, rewarding users through its Genius loyalty program. Leveraging AI tools, the platform now helps travelers refine searches with grouped recommendations and conversational prompts, making it easier to find the right fit. “Seeing attractions and experiencing activities brings a destination to life,” said Eve Henrikson, SVP of Trips at Booking.com. FareHarbor CEO Andrea Carini added that the integration gives operators “new visibility and demand for experiences on a truly global scale.”
HTS launches AI travel agent to revolutionise airline customer service
Hopper Technology Solutions (HTS) has unveiled HTS Assist, a generative AI-powered travel agent designed for airlines and travel providers, aiming to enhance customer service with faster resolutions, higher satisfaction, and lower costs. HTS Assist is built for high-volume, complex travel queries, handling everything from bookings and cancellations to flight disruptions and refunds – without human intervention. Integrated across dozens of travel systems, it delivers instant responses via voice and chat in more than 30 languages, achieving 88% customer satisfaction scores on par with human agents. Early results show airlines using Assist cut servicing costs by 65% while resolving traveller inquiries four times faster.
HTS Assist also creates new revenue opportunities in the case of a missed connection, the AI can automatically cancel flights, rebook, and even offer hotel stays, turning service issues into upsell moments. With 50% of travellers typically needing assistance during their journeys, Assist’s agentic capabilities aim to give operational efficiency and customer engagement.
