Livn’s deep activity insight

TOUR and activity operators can reap significant benefits and yield premiums by differentiating their products from the competition, according to a major new research report released this morning by real-time travel booking innovator, Livn.

The Australian-owned business now connects hundreds of thousands of activities from more than 15,000 tour suppliers, offering an API which allows them to distribute their products easily to travel agencies, airlines, hotels, cruise companies and OTAs.

CEO Mark Rizzuto told Travel Daily the company was able to leverage its access to “big data” around the experiences sector to provide unique insights to suppliers, who are at the core of its business.

A single database has been created “covering the world of tours and activities,” allowing Livn’s analysts to look across geographies and product categories and identify key trends.

The results confirm that the sector is thriving, and further that “value-based differentiation” within each niche can allow suppliers to command a premium price for their products.

The report also highlights the predominance of certain “busy” keywords used to promote products online, reflecting huge customer attention - and that in turn operators should avoid using about 100 words in order to lessen unnecessary competition for search rankings.

In Livn’s home market of Australia, most tour and activity products centre on the east coast.

“Differentiation is key, and without this it’s harder to charge a premium price,” Rizzuto said, citing the example of surf lessons which can range from just $32 to $260 depending on the region.

Similarly wine experiences ranged from $20 to a hefty $1,650 with the results highlighting the power of unique offerings and authenticity.

The report was detailed by the trio pictured above: Livn founder and Chief Commercial Officer, Steve Martinez; Anders Liljeqvist, Head of Global Product; and Mark Rizzuto, CEO.