If you run a tour operation, charter business, or activity company, you've probably noticed something strange happening over the past year: your phone is ringing more.
It's not your imagination. Across the tourism and experiences industry, phone inquiries and bookings are up significantly in 2025—reversing a decade-long trend toward purely digital booking.
We analyzed booking data from thousands of tour operators, combined with industry reports and traveler surveys, to understand what's happening and why. The findings reveal a fundamental shift in how travelers want to plan their experiences.
The "Digital Fatigue" Effect
After years of doing everything online—from grocery shopping to doctor visits—travelers are experiencing what researchers call "digital fatigue." When it comes to meaningful experiences like vacations, they're seeking more human connection in the planning process.
A 2025 travel behavior study found that 58% of travelers feel "overwhelmed" by online booking options, with too many choices, conflicting reviews, and uncertainty about what they're actually getting.
I spent three hours comparing whale watching tours online. Different boats, different prices, different times. Finally I just called one and asked which trip was best for seeing orcas with kids. Booked in five minutes.
Phone calls cut through the noise. A two-minute conversation can answer questions that would take 20 minutes of reading reviews and FAQ pages. For travelers planning special occasions or high-stakes experiences, that personal guidance is increasingly valuable.
The Trust Gap in Online Reviews
Consumer trust in online reviews has been declining for years, but 2025 marks a tipping point. With AI-generated fake reviews becoming harder to detect, travelers are increasingly skeptical of what they read online.
Review Trust Declining
Only 42% of travelers "fully trust" online reviews, down from 67% in 2020
AI Suspicion Rising
61% of consumers suspect they've read AI-generated fake reviews
Voice = Authenticity
83% say a phone conversation feels "more trustworthy" than online content
Higher Stakes = More Calls
Phone bookings average 2.3x higher value than pure online bookings
When spending significant money on a once-a-year experience, travelers want to hear a real voice, ask real questions, and get authentic answers. That human verification has become a crucial trust signal.
Experience Complexity Is Increasing
Today's travelers aren't just booking a "fishing trip" or "city tour." They're seeking customized, multi-faceted experiences that require more nuanced conversation.
| Common Phone Booking Scenarios | % of Calls |
|---|---|
| Group coordination — "We have 8 people, some experienced, some beginners" | 28% |
| Special occasions — "It's my parents' 50th anniversary" | 22% |
| Accessibility needs — "My father uses a wheelchair" | 16% |
| Custom timing — "We only have Tuesday afternoon free" | 15% |
| Package combinations — "Can we do the morning tour then lunch?" | 12% |
| Weather/conditions — "What if it rains? When's best for photos?" | 7% |
These scenarios don't fit neatly into online booking forms. They require conversation, judgment, and the kind of personalized guidance that builds customer confidence.
💡 The Complexity Premium
Bookings that involve customization or special requests have a 34% higher average value and 52% higher satisfaction scores. These high-value customers prefer—and often require—phone interaction.
The Smartphone Paradox
Here's an irony of the mobile age: smartphones made phone calls easier, not harder.
When travelers find your business on Google Maps or through a search, clicking your phone number is often faster than navigating to your website, finding the booking page, filling out forms, and entering payment information.
We call this "one-tap booking intent." Mobile users who tap your phone number have extremely high conversion intent—they've already decided they want to book, and they're choosing the path of least resistance.
Generational Shifts Are Surprising
Conventional wisdom says younger generations prefer digital-only interactions. The 2025 data tells a different story.
While Gen Z and Millennials still do more research online, their phone booking rates for experiences have increased faster than any other demographic. Why? They value efficiency and authenticity—and for complex bookings, a phone call delivers both.
| Generation | Phone Booking Growth (YoY) | Top Reason for Calling |
|---|---|---|
| Gen Z (18-28) | +31% | "Faster than figuring out the website" |
| Millennials (29-44) | +27% | "Need answers for group/family planning" |
| Gen X (45-60) | +19% | "Want to talk to someone before spending" |
| Boomers (61+) | +14% | "Prefer phone, always have" |
I'm 24 and I hate phone calls for most things. But booking a surprise anniversary trip for my girlfriend? I needed to talk to someone to make sure I got it right. The website didn't have a 'make this special' button.
Last-Minute Booking Culture
Travel planning windows have compressed dramatically. In 2025, nearly 40% of experience bookings happen within 72 hours of the activity—and many within 24 hours.
For these time-sensitive bookings, phone calls serve a critical function: instant availability confirmation and immediate booking capability.
When someone is already at their vacation destination and wants to book a sunset sail for tomorrow, they need answers now. Submitting a web form and waiting for a response isn't acceptable. A phone call gets them confirmed in minutes.
⚠️ The Last-Minute Opportunity
Last-minute bookers represent 38% of all bookings but are willing to pay 23% higher prices for guaranteed availability. Missing their calls means losing your highest-margin customers.
International Travelers Prefer Phone
With international tourism recovering strongly, operators are seeing more calls from overseas visitors. For these travelers, a phone call solves several problems at once:
- Language barriers — Easier to communicate verbally than navigate foreign-language websites
- Payment issues — International credit cards often fail on US booking systems
- Time zone coordination — Confirming availability in real-time across time zones
- Cultural preferences — Many cultures consider phone booking more respectful for premium experiences
Operators who can handle calls in multiple languages—or at any hour—have a significant competitive advantage with international visitors.
What This Means for Tour Operators
The resurgence of phone bookings isn't a temporary blip—it reflects fundamental changes in how travelers want to plan meaningful experiences. Here's what smart operators are doing:
1. Treating Phone as a Primary Channel
Phone is no longer a backup for customers who "can't figure out the website." It's a preferred channel for your highest-value customers. Staff and systems should reflect that priority.
2. Extending Phone Availability
With travelers calling from different time zones and planning during off-hours, 9-5 phone availability misses significant booking opportunities. Early morning, evening, and weekend coverage is increasingly essential.
3. Optimizing for Mobile "Click to Call"
Your Google Business listing, website, and social profiles should make calling effortless. One tap from a mobile search should connect to someone who can help.
4. Training for Consultative Selling
Phone callers want guidance, not just order-taking. Staff who can ask good questions, make recommendations, and solve complex needs convert at much higher rates.
✓ The 2025 Phone Strategy
Answer every call. Be available beyond business hours. Provide immediate answers and booking capability. Follow up via text with confirmations and details. These basics now represent a competitive advantage.
The AI Solution for 24/7 Phone Presence
The challenge is obvious: tour operators can't be available 24/7, can't answer calls while on the water or leading tours, and can't scale human staff for peak booking periods.
This is exactly why AI phone agents are seeing rapid adoption across the tourism industry. An AI agent can:
- Answer every call instantly, regardless of time or volume
- Check real-time availability in your booking system
- Handle complex questions about your offerings
- Process bookings and payments on the spot
- Communicate in 30+ languages for international visitors
- Escalate to human staff when truly needed
For operators seeing increased phone demand but limited capacity to answer, AI provides a way to capture every opportunity without hiring additional staff.
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