What we learned from our first Arival 360 Australian Conference

By Sophie Byrne, Director, Optimised Consulting

Panel at Arival 360 stage

I'm writing this from a little cafe in Brisbane, reflecting on three days at the first-ever Arival 360 event in Australia. I'm exhausted in the best possible way.

Over three days, I learned so much and connected with incredible people from across Australia and around the world. I left genuinely excited about the future of our industry, and maybe a little overwhelmed.

Quick answer: Arival 360 is an event for the tours, activities and attractions industry, and 2026 was its first edition in Australia, held in Brisbane. Sophie spoke on two panels: one on getting more value from OTA listings and partnerships, and one on driving direct, repeat and referral bookings. Her biggest takeaway: the operators who win will balance technology with real human connection.

Technology in experiences, and a room full of people ready for it

The theme running through all three days was technology in experiences. It's a segment that is constantly evolving and changing.

What stood out was the room itself. Operators, tech partners and industry leaders weren't just putting up with change. They were genuinely excited to run headfirst into it. That energy is contagious.

Panel one: getting more from OTAs and distribution

I was fortunate to present alongside Shahreen Leech on Online Travel Agents, distribution strategy, and how operators can get more value from their listings and partnerships.

This is the work we do every day at Optimised. Here's the thing: most operators treat an OTA listing as set-and-forget. The ones who grow treat it as a channel to manage, just like their own website.

A few places operators can start:

• Audit your listing like a guest would. Cover photo, title, first lines of the description. Would you book it?

• Watch your response rate. Slow replies cost bookings and ranking.

• Treat reviews as a system. Ask at the right moment, and reply to every one.

• Don't spread yourself thin. Being on every platform isn't a strategy. Pick the channels that suit your product and your guests.

Panel two: direct bookings and putting customers first

I then flipped across to talk all things direct bookings. The focus: how a strong customer-first approach, combined with the right technology and marketing strategy, drives repeat and referral business.

It was a privilege to share the stage with Hana Robinson from Drop Bear Adventures, Ryan Mossny from Perth Zipline Adventures and Meghan Forbes from FotaFlo. Each brought valuable insights and real-world experience to the discussion.

OTAs and direct bookings aren't competing strategies. OTAs bring guests in the door. A great experience and smart follow-up bring them back, and bring their friends.

That looks like:

• An experience worth talking about. Repeat and referral business starts on the tour, not in the inbox.

• Staying in touch after the trip. Photos, thank-you emails and a reason to come back.

• Tech that removes friction. Easy booking, quick confirmations and simple ways to share.

• Marketing that feels personal. Speak to past guests like people, not a mailing list.

The future belongs to the businesses that balance both

To me, it feels pretty clear. The future belongs to businesses that can balance technology with authentic human connection.

The tools are changing every day. But creating great experiences and putting customers first always wins.

Want help with your OTA listings or direct bookings?

Whether you want more from your OTA listings or more guests booking direct, we can help. Book a free discovery call and let's get into it.