Cancellations in Travel Experiences: Adding Context to a Widely Misread Metric
Some of the most valuable industry insights don’t come from bold statements or polished conclusions, but from a simple, well-placed question. Let's talk about cancellations in travel experiences.
When Globick published its Travel Experiences 2025 study, one specific data point immediately stood out. Not because it was presented as a headline, but because it challenged a widely held assumption across the experiences industry: overall cancellation rates appeared lower than what is often assumed.
That observation caught the attention of Douglas Quinby at Arival. Rather than taking the figure at face value — or dismissing it as an outlier — the reaction was the right one: let’s understand what’s behind it.
So we went back to the data together.
Looking beyond the surface number of cancellations in travel experiences
The initial figure was based on a broad dataset of 200,000 experience bookings in 2025, and at an aggregate level it showed an overall cancellation rate of 6%. On its own, that number felt counterintuitive when compared with the perception many have of cancellations in travel experiences.
But cancellations, like most metrics in travel distribution, rarely tell the full story when viewed in isolation.
Once non-cancellable products — such as attraction tickets and city passes — were removed from the dataset, the picture changed quickly. Cancellation rates rose to 11.5%, revealing how much product composition influences any headline figure.
That first adjustment already pointed to a key insight: cancellations in travel experiences are not a uniform phenomenon. What is being sold matters as much as how often it is cancelled.
Booking timing adds another layer
As the analysis went deeper, one of the strongest correlations emerged between cancellation rates and advance booking windows.
Bookings made further in advance showed a much higher likelihood of being cancelled. Channels typically associated with long lead times, such as DMCs and traditional retail travel agencies, reached cancellation rates of up to 19.4%. By contrast, bookings made closer to the experience date — more common in consumer-facing online channels — showed materially lower cancellation rates, around 10.3% once non-cancellable products were excluded.
This distinction is critical because it reframes a common narrative. Flexible cancellation policies and consumer messaging certainly play a role, but timing and commitment are just as influential. Travelers who book closer to the experience date are, quite simply, less likely to cancel.
Why context matters
Seen through this lens, cancellations in travel experiences stop being a single metric and become a behaviour shaped by multiple variables: product type, booking window and commercial context.
When these factors are flattened into one percentage, it becomes easy to draw the wrong conclusions — about performance, risk, or where problems really lie. The deeper analysis shows that what initially looks like a contradiction is, in fact, a matter of missing context.
A broader industry blind spot
One thing became clear throughout this process: despite how frequently cancellations are discussed, there is still very little shared, benchmark-level data available across the industry. As a result, cancellations remain one of the most expensive blind spots, often managed through intuition rather than evidence.
The article published by Arival is valuable not only for the conclusions it draws, but for the process behind it: questioning assumptions, revisiting the data, and adding the context needed to interpret a single number correctly.
You can read the full analysis on Arival, based on Globick’s Travel Experiences 2025 research.
Globick Integrates Ibis Technology to Expand Operator Distribution
Globick continues to grow its connectivity ecosystem with a new integration with Ibis Technology, the most complete tourism business solution in New Zealand and Australia.
Through this integration, Ibis Technology connects with Globick’s integration hub, enabling tourism operators to quickly expand their distribution across OTAs, wholesalers and international resellers — with minimal technical effort.
For operators, this means broader reach and faster access to new sales channels. For distributors, it simplifies connectivity and adds valuable tours and activities supply through a single connection.
“Our customers seek industry partnerships that add real value in an impactful way. That’s why we are so pleased with Ibis’s new partnership with Globick. It means that very quickly our tourism operators can connect to OTAs, wholesalers and overseas resellers, expanding their outreach with minimal effort.”
— Matt Hirst, RevOps at Ibis Technology
Another step forward in building a more agile, scalable and connected experiences ecosystem.
The global experiences market is consolidating as a fragmented, dynamic, and high-value segment: connectivity is key to grow at scale
The experiences segment continues to consolidate its position as one of the most active and diversified drivers of the travel industry. This is shown in the new report “Travel Experiences 2025: Insights on Traveler Behavior and Market Trends,” based on more than 200,000 bookings made between January and August 2025 (compared to the same period in 2024) within the Globick network, the B2B connectivity platform that simplifies the access to the supply of tourist experiences through a single technical integration.
The study offers a clear view of actual traveler behavior and current purchasing dynamics. The data shows a deeply fragmented market, where different patterns of anticipation coexist, spending levels are stable, behaviors differ between B2C and B2B channels, and there is notable seasonal variability. This diversity requires industry players to adopt a more flexible approach and a technological infrastructure capable of adapting to multiple booking flows.
The average time to purchase is 39 days, reflecting a trend toward earlier planning compared to 2024. Even so, last-minute behavior remains relevant, especially in summer, when it peaked at 23% of bookings. The cancellation rate remains stable at around 6%, an indicator that highlights the growing importance of flexibility as a decision-making criterion for travelers.
The report also reveals a strong geographical concentration. Italy, Spain, the United States, and France account for almost 80% of bookings, in line with the most visited destinations globally according to the UNWTO. Among these, the United States stands out in particular for its higher average spend, reinforcing its role as a key market for premium experiences.
In economic terms, the average ticket price stands at €88 and the spend per booking is around €200, a figure that points to couples traveling as the predominant format for the consumption of experiences.
Cultural experiences continue to lead demand, with products such as the New York Explorer Pass, the Alhambra and Nasrid Palaces in Granada, the Palace of Versailles in Paris, the Best of Rome Pass, and the Anne Frank Walking Tour in Amsterdam among the most booked globally. At the same time, categories such as gastronomy, outdoor activities, and nature are showing sustained growth, driven by the search for more authentic, healthy experiences linked to the local lifestyle.
Beyond the data described in the report, the conclusions point to a challenge shared by the entire sector: a highly fragmented experiences market, with multiple booking logics, different behaviors by channel, and a growing need for accurate and up-to-date information. For distributors, OTAs, and platforms to operate efficiently in this context, the industry needs a technological infrastructure capable of offering stable, scalable, and real-time connectivity.
It is in this scenario that Globick consolidates its role as Experiences Supplier Manager, a figure that goes beyond the traditional concept of aggregator or hub. Globick manages connectivity between experiences sellers and suppliers through a single API that unifies the technical relationship with suppliers, eliminates the burden of developing and maintaining dozens of integrations, and ensures that each connection performs at the levels required by the industry. And all this as a pure technological intermediary, allowing experience distributors to maintain or establish their own commercial conditions with suppliers.
As Xavier Boixeda, CEO of Globick, explains: “Today, the distribution of experiences requires precision, speed, and scalability. Our role is not to add more layers, but to make everything work better. As Experiences Supplier Manager, we centralize the connection with suppliers so that our partners can focus on growing, improving margins, and offering better experiences to travelers, without having to take on the technical complexity behind it.”
Globick's positioning as an Experiences Supplier Manager responds directly to what the industry is asking for: a simpler, faster, and more efficient way to connect distributors with suppliers. With more than 50 active APIs and 15 new integrations added in 2025 alone, the company is establishing itself as the technological infrastructure that enables the global distribution of experiences to scale without friction, without disproportionate technical costs, and without losing commercial control.
Globick Integrates Clorian Ticketing to Expand Access to Venue
We’re pleased to announce a new integration with Clorian Ticketing, a leading platform offering advanced, fully customizable white-label solutions for managing ticket sales for venues and events.
Through this integration, Globick connects directly to Clorian ticketing's platform, giving OTAs and distributors a faster and more reliable way to access venue inventory — with real-time availability, consistent data and smooth booking flows.
For Clorian, the partnership extends the reach of their venues into new international markets and sales channels. For distributors, it reduces technical overhead and adds high-quality cultural and entertainment content through a single connection.
Another step toward a more agile, scalable and connected experiences ecosystem.
“For Clorian Ticketing, the integration with Globick means continuing to expand the reach of our distribution network and providing our customers with access to new international markets and sales channels. This collaboration allows us to boost the visibility of our venues’ offerings and strengthen a more agile and competitive distribution ecosystem.”
— Toni Masó, COO at Clorian
Globick Integrates Tour2B to Accelerate Supplier Connectivity
We’re pleased to announce a new integration with Tour2B, the all-in-one solution for tours, activities and attractions.
Through this partnership, Tour2B’s new inventory management technology now connects seamlessly with Globick, enabling faster and more scalable connectivity to Third-Party suppliers. Travel sellers can connect once and access a growing network of operators with real-time availability, accurate content and frictionless booking flows.
This collaboration reinforces our mission to simplify the technical complexity of managing supply across different systems and to keep building a stronger, smarter and more connected experiences ecosystem.
“Tour2B’s new management and inventory technology is complemented by an integration hub that allows us to connect products and distribution, and our partnership with Globick enables us to accelerate integrations with the industry’s leading players.”
— Toni Mesquida, CEO & Founder at Tour2B
Unveiling the Experiences API Integration Checklist: Not all integrations are the same
Unveiling the Experiences API Integration Checklist: Not all integrations are the same
Have you ever been in a situation where it's difficult to compare and choose between two software solutions?
They may publicize a vague capabilities list, identical to any other system on the surface, then realize after putting it to work that you should have made a more in-depth analysis.
Likewise, in the intricate world of systems integration, making choices can often feel like comparing two cars. Superficially, they might share standard features, but the fine details set them apart.
Integrating a reseller and a booking reservation system API is no different. It's a process where the devil is truly in the details. This is where our new tool, the "Experiences API Integration Checklist," comes into play. We're about to introduce you to this resource to raise awareness about all there is to integrations.
No, not all integrations are the same.
Introducing the Experiences API Integration Checklist
The Experiences API Integration Checklist is not just another document – it's your trusty guide through the system integration maze. It has been meticulously crafted to guide summarizing all the options involved in this process. It's designed with Product, Supply, or IT teams of resellers and distributors in mind, ensuring that it can be used to benchmark their current state against a comprehensive list of options.
It can also be a valuable tool for reservation systems builders to check what features the resellers expect on their APIs.
Why It Matters
If we pretend it to be a valuable tool for the mentioned people, we must outline why it is essential and how to use it.
- Selling All Kinds of Products: The beauty of a well-integrated system is that it allows you to sell myriad products. Be it a free sale or time-slotted, on request, or in real-time booking confirmation, with or without pick-ups and with or without passenger information requirements, the checklist ensures a flexible, scalable framework to accommodate various product types. This flexibility empowers you to expand your offerings, attracting a broader customer base and increasing revenue streams.
- Removing Manual Processes: The tedium of manual processes can significantly drain resources. Automation is the future, and efficient automated procedures through integration can help reduce or eliminate manual labor. The checklist identifies areas where automation can replace manual efforts, reduce costs, improve accuracy, and free your team to focus on more strategic tasks.
Let's take price ingestion as an example: it is a significant effort to update all sessions and rates pricing manually.
- Streamlining Operations with Suppliers: The heart of many businesses lies in their relationships with suppliers. A smoothly integrated system means minimizing gaps and managing orders efficiently. The "Integration Checklist" is your ticket to seeing all there is to a streamlined supplier-reseller collaboration.
We can discuss issues like booking cancellations, content updates, or the use of net pricing in reconciliation processes.
How to use it
The checklist is organized into ten sections, covering the main parts of an API integration.
You can then select what features of each section you currently have implemented for every integration.
You can also check a score in percentage points to compare between integrations.
We believe that collective wisdom can enhance the "Integration Checklist." We invite you to contribute to this tool. This is only a humble 1.0 version with much room for improvement, for sure. If the industry finds it useful, new updates will come. Your experiences, insights, and suggestions can help us make the checklist even more comprehensive. If you feel we've missed something important or have recommendations for improvements, we'd love to hear from you.
Now, it's time for action. We invite you to download the "Integration Checklist" and explore its content. Please share it with your network, especially with those who work in the integration field. Your involvement is crucial in further refining this tool and making it even more effective. To contribute your insights or suggestions, please get in touch with us through our contact page Globick .
You can also use the checklist in a one-page format. Downloadable here
Globick, Juniper Travel Technology, and GoNexus Group have partnered to drive global B2B experiences
PALMA, SPAIN / CANCUN, MEXICO – NexusCube, the B2B division of GoNexus Group, and Juniper Travel Technology, a renowned global leader in travel technology, have formally entered into a strategic agreement with Globick, a prominent B2B connectivity platform for tours and experiences. This collaboration marks a significant step for NexusCube in its endeavor to establish itself as the leading company in the B2B distribution of travel experiences and mobility with more than 17,000 B2B travel partners worldwide.
“With this agreement, Globick will support the acceleration of new integrations with experience providers,” said Roberto Bermúdez, Managing Director of Nexus Cube & Director of Juniper Experiences by NexusTours. “This agreement positions us as one of the largest providers of experience and mobility services in the B2B world. Thanks to our scalable and efficient technology, combined with NexusCube’s robust distribution network of 17,000 B2B travel buyers, including OTAs, tour operators, and retail travel agencies worldwide, we enable the travel sector to offer these products to its customers and partners”, he added.
Juniper’s technology, through its specialized division, Juniper Experiences by NexusTours and NexusCube, will leverage its extensive distribution capacity in the B2B segment. At the same time, Globick will ensure access to its comprehensive portfolio of API integrations to supplier’s booking technology. These additions will complement NexusCube’s extensive portfolio of +220,000 experiences, +8,000 mobility options in +1,000 airports, and +3,000 theme parks. “Our goal is to offer our technology to empower the marketplace, enabling increased supply from operators without the complexities of API development and integrations”, commented Xavier Boixeda, CEO of Globick.
Our companies are committed to evolving the experiences and mobility market by providing access to an increasingly broad range of products using the best connection technology. “We are convinced that this alliance will not only expand the offering for our clients but also create new opportunities to expand their businesses globally with a scalable and efficient solution,” stated Juan Mateos, CEO of Juniper Travel Technology.
This agreement underscores the mission of NexusCube, Juniper Travel Technology and Globick to lead the experiences and mobility market, making it easier for travelers around the world to access innovative and relevant products that transform their journeys into unforgettable experiences.
Globick joins ITB Berlin 2025 as part of the Spanish TravelTech Pavilion
Barcelona, February 2025 — Globick will be attending ITB Berlin 2025, one of the world’s leading travel trade shows, as part of the Spanish TravelTech Pavilion organized by ICEX and SEGITTUR, in collaboration with the Economic and Trade Commission of Spain in Berlin.
From March 4–6, Globick will showcase its connectivity platform for tours, activities, and attractions at the ICEX Pavilion, joining a selected group of twelve Spanish TravelTech companies that are helping redefine the digital future of tourism.
The pavilion brings together some of Spain’s most innovative technology providers, including ADESTIC, Bioscore Sustainability, Doblemente, INSYDE, PaynoPain, Bytetravel, Bookline.ai, Eccocar, Hoteligy, Nubart, Turbosuite — and Globick.
As a B2B connectivity hub, Globick enables travel sellers to access a growing global network of experiences suppliers through a single API connection, reducing technical overhead and accelerating distribution scalability.
Visit Globick at ITB Berlin 2025 — Spanish TravelTech Pavilion (ICEX Stand)
To schedule a meeting, contact us at hello@globick.com
Prioticket Partners with Globick to Expand Distribution for Supply Partners
Amsterdam – May 13, 2025 – Prioticket, a leading connectivity platform for tours, activities, and attractions, has announced a strategic partnership with Globick, a global distribution and connectivity technology provider. This new integration will empower Prioticket’s supply partners, whether suppliers, reservation systems, or aggregators, to seamlessly access Globick’s extensive distribution network, unlocking new sales opportunities and expanding their global reach.
Seamless Connectivity to a Wider Distribution Portfolio
Through this partnership, any supplier or reservation system connected to Prioticket can now distribute their products via Globick’s curated network of global distributors, including OTAs, travel agencies, and other key resellers like Veltra, Viajes el Corte Inglés, Hellotickets or Avoris group. By leveraging Globick’s advanced connectivity solutions, Prioticket’s partners gain a powerful tool to increase visibility, optimize inventory management, and maximize bookings across multiple sales channels.
“This partnership with Globick reinforces our commitment to providing seamless distribution for our supply partners,” said Gert-Jan Ruiter, CEO of Prioticket. “By integrating with Globick’s unique portfolio of distributors, we are expanding access to more global resellers, ensuring our partners can sell their products effortlessly through a single connection.”
Unlocking New Sales Channels for the Travel Industry
With this integration, Prioticket continues to enhance its role as a centralized hub for the tours, activities, and attractions industry, making it easier for suppliers and reservation systems to scale their distribution without additional technical complexity.
“This partnership with Prioticket strengthens our extensive network of integrated reservation systems,” said Xavier Boixeda, CEO at Globick. “As a highly relevant name in the industry, Prioticket enables us to offer our clients broader access to more operators through a fully featured integration, seamlessly supporting content, real-time availability and pricing, as well as booking and cancellations.”
A Milestone for Global Distribution in the Travel Industry
The Prioticket and Globick partnership represents a major step forward in enabling frictionless connectivity for the travel industry. By simplifying integrations and expanding distribution opportunities, this collaboration empowers suppliers to reach a broader audience while optimizing their operations.
In an industry where technology platforms often compete rather than collaborate, Prioticket and Globick are taking a different approach. This partnership is not about the technology systems themselves, it is about delivering the best possible service and technology for the partners of technology platforms. By working together, we are setting a new standard for open collaboration, proving that connectivity should be about enabling suppliers and distributors rather than limiting them.
As the demand for seamless travel experiences continues to rise, Prioticket and Globick remain committed to driving innovation and growth for suppliers, distributors, and travelers alike.