Lemax Webinar: The Great Divide – three forces splitting the multi-day tour operator market in 2026
As traveller expectations shift towards seamless, real-time experiences, tour operators are under growing pressure to rethink how journeys are delivered, not just planned. ETOA members Lemax, and our partners at Arival invited our own Jay Munro-Michell to discuss this topic with them at a recent webinar.
Lemax have also produced some key takeaways from the session in the form of a blog. The multi-day tour sector may have recovered, but this piece from argues that the market is increasingly splitting into two very different camps. Drawing on new research from Arival and insights from industry leaders, the article explores why some operators are pulling ahead through focused product strategies, stronger systems and smarter use of technology — while others struggle with complexity, manual processes and shrinking margins. It’s an insightful look at the operational and commercial pressures reshaping the sector, and why scale alone is no longer enough to guarantee success in today’s travel landscape.