[PODCAST] Live at Spark: AI, OTAs, and what’s next for tour operators

This Growth: Powered by FareHarbor episode brings us back to Spark, FareHarbor’s premium summit for tour and activity operators. Community Manager and podcast host Rebekah Costley sat down live on stage with CEO Andrea Carini for an unfiltered conversation about the future of the industry.

From AI and dynamic pricing to OTAs, QR codes, and operator feedback loops, this session was guided by questions from operators from all over the world. We pulled back the curtain on how FareHarbor thinks about innovation and what operators should be focusing on right now.

If you couldn’t make it to Spark (or want a recap you can reference later), here’s what you need to know.

Key takeaways for operators

1. Don’t rely on a single booking channel

OTAs often get a bad reputation because of commission rates. But Andrea’s perspective is practical: OTAs aren’t inherently expensive; they’re a tool.

The risk isn’t using OTAs. The risk is depending on only one channel, whether that’s OTAs, direct traffic, or partnerships.

An “all-weather” marketing strategy protects your business when one channel slows down.

2. Google still wins on booking intent

The conversation confirmed that Google remains the stronger channel for bookings compared to social ads.

Social platforms are full of attention. But attention doesn’t always equal intent. The industry is still learning how to monetize that attention effectively.

For now, operators should continue investing in search visibility alongside social.

3. AI isn’t theoretical, it’s already shaping tourism

Predictions show AI touching every step of the traveler journey sooner than many expect. But Andrea’s advice wasn’t about chasing every new tool. It was about fundamentals.

AI software relies on content. If your content is thin or outdated, you’re harder to recommend, by search engines or AI.

4. Dynamic pricing is moving beyond simple rules

FareHarbor is actively testing machine learning dynamic pricing models.

Operators still set boundaries such as minimum price, maximum price, and channel rules. But the system can adapt more intelligently within those guardrails.

The goal isn’t to remove control. It’s to help operators maximize revenue without manually adjusting pricing every day.

5. Innovation starts with operator feedback

One of the most valuable parts of the session was a look behind the scenes at how FareHarbor decides what to build.

For example, frequent support requests around promo codes led to the release of a simpler discount code solution.

If you’ve ever wondered whether feedback actually matters, it does. Support tickets, community posts, and Spark conversations all inform product decisions.

6. Reports and analytics are becoming more actionable

Reporting isn’t just about generating spreadsheets. FareHarbor is working to provide clear visualizations and highlight seasonal insights as well as suggest actions based on performance trends.

Our goal isn’t just “here’s your data.” It’s “here’s what to do next.”

The bigger picture: Real experiences are becoming more valuable

As AI and automation improve efficiency across industries, something interesting happens: people gain time.

And when people have more time, they spend it on experiences.

Tourism already represents a significant share of global recreational spending. The belief shared on stage was clear. Real, authentic, in-person experiences will become even more valuable in an increasingly digital world.

That’s good news for operators.

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