Insights from ITB as told by FareHarbor’s CEO

A few weeks ago, I had the opportunity to attend ITB Berlin, the largest fair for the global travel and tourism industry. It’s always energizing to be surrounded by so many professionals who are shaping the future of travel. This year, one session in particular stood out to me: the Google Things to do presentation — packed with information relevant for any operator thinking about visibility, booking behavior, and where the industry is heading.

I wanted to share a few key takeaways from the session that I believe are especially relevant for our operators — and anyone in the tours and activities space.

But before I get to that, I also had the pleasure of joining André Henke Marques, General Manager of Northern Lights Village, on stage for a fireside chat.

A look at Northern Lights Village

Northern Lights Village operates three beautiful resorts in Lapland, Finland, offering travelers an immersive escape into nature. From glass-roofed accommodations perfect for viewing the aurora borealis to outdoor experiences like snowmobile safaris, husky and reindeer rides, and even magical meet-and-greets with Santa Claus, they’ve built a one-stop-shop for unforgettable arctic adventures.

They joined FareHarbor 2018 and their journey offers a few standout lessons for operators everywhere:

Automation saves time — but human strategy still matters

While FareHarbor automates many tasks, Northern Lights Village also uses ChatGPT to handle labor-intensive processes. With the right data points and prompts, ChatGPT automates the creation of transportation assignment spreadsheets, saving up to 8 hours per week. Smart operators combine automation with strategic oversight to maximize efficiency.

The right software can drive significant revenue increases and scalability

Northern Lights Village began with manual operations tracked in spreadsheets — a system that quickly became unsustainable as the business grew. By switching to FareHarbor, they not only streamlined day-to-day tasks but unlocked massive revenue potential. 

What started as a concern over online booking fees turned into a game-changing move: their online revenue didn’t just double — it tripled. Investing in the right digital tools can dramatically scale both your operations and your bottom line.

Hospitality should stay the focus, not building custom software

As the business grows, the Northern Lights Village team stays focused on delivering exceptional service rather than getting bogged down in custom tech builds. This reinforces a valuable principle: lean on proven platforms, and reserve your energy for what matters most — creating unforgettable guest experiences.

André’s story perfectly illustrates the power of pairing great technology with great hospitality — something we’re proud to support every day at FareHarbor.

Google Things to do: 4 key takeaways for operators

Of all the insightful sessions at ITB, the Google Things to do (GTTD) presentation stood out the most. Here are the key takeaways I believe tour and activity operators should keep top of mind moving forward:

Mobile-first is a non-negotiable 

More than 70% of searches for Tours, Activities, and Attractions (TAA) now start on mobile — both on FareHarbor’s Lightframe and directly on Google. This trend isn’t slowing down. Your booking experience, website speed, and content need to be built for mobile-first consumption.  

Spending on experiences continues to rise 

Despite economic fluctuations, the data shows that experience-based travel spending is projected to surpass pre-pandemic levels. That’s great news for operators, especially those who lean into personalization, uniqueness, and local authenticity. 

Customers are spending more time researching before they book 

On average, travelers spend up to 303 minutes researching TAAs online per trip. That’s a lot of time spent comparing options. Operators should think carefully about the content they’re putting out — compelling photos, clear availability, standout itineraries, and social proof all play a role in turning a searcher into a booker. 

Google Things to do prioritizes official websites 

Perhaps the most impactful update: Google now places the official website listing at the top of Things to do panels. That’s a huge opportunity. For FareHarbor clients using our GTTD integration, this can mean more visibility, more clicks, and ultimately more direct bookings.

Wrapping up

Thanks again to the ITB team for hosting such a fantastic event, and to André for sharing the story of Northern Lights Village. From fireside chats to future-facing data, it was a rewarding and inspiring week.

If you’re a FareHarbor operator, I encourage you to start thinking now about how your online presence, mobile experience, and direct booking strategy can align with where the industry is heading. There’s real opportunity here — and we’re excited to help you capture it.

See you next year!

— Andrea