There's been a huge amount of attention on tours and activities during 2018 - perhaps more than any other sector in the industry.
Driving this focus has been the considered efforts from the online travel giants in the shape of TripAdvisor and Booking Holdings, plus the ongoing strategy of Expedia Group.
Two key moments came within the space of 24 hours in April of this year:
These two deals signaled a major shift in how the market is likely to evolve over the course of the next few years - with the impact likely to be felt in areas such as distribution, pricing, marketing and technical provision.
But while the coverage has concentrated a lot on what it means for those particular brands, less has been mentioned in terms of how the suppliers at the end may also have to alter their strategies.
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Peter Syme, founder of 1000 Mile Journeys, is one such provider, having spent many years building a business that sends travelers off on a varied range of trips.
His assessment of the marketplace is an important look at two worlds: the micro end of tours and activities, where suppliers operate and provide experiences, alongside the requirements and ambitions of huge, global intermediaries.
Of particular note is his forecast that the sector may not be as rosy in the minds of large online travel players hell-bent on conquering it ... at least once the dust settles over the course of the next few years.
PhocusWire spoke to Syme at the Arival Event 2018 in Las Vegas - an interview that illustrates the reality of a sector with a lot of potential but many inherent issues that may, in his opinion, be a little too much for those seeking to dominate it.
PhocusWire @ Arival 2018 - The sharp end of tours and activities
* For some lighter relief, check this "blooper" from the same interview - when a Bokun representative showed some considerably poignant timing.