Coupon Marketing Crash Course for Tour Operators

If you’re new to the game, here’s a quick crash course to coupon marketing for tour operators. We hope it helps you create and deliver your coupons.

The benefits of coupons

• Increase conversion rates.
• Increase average order values.
• Increase awareness of your business (when used with daily deal sites).
• Easy to measure success (just count the number sold).
• A good way to bring back inactive customers.

Structuring your offer

• Use your core product and offerings.
• Make sure your offer is clear on what benefit they will get.
• Offer extras as a good way to upsell.
• Create offers that get customers to visit twice (eg. include $20 off next visit coupon).

Types of offers

Discounts: Either a dollar amount or a percentage off. Use dollars off unless your percentage is high and you are a well known business.

Bonus: An offer like “buy one get one free”.

Premiums: An offer for a larger spend eg. bringing a friend or booking a private tour with a minimum of 5 seats.

Designing your coupon

• Professional, eye-catching and informational.
• Bold, specific headlines.
• White space so it doesn’t look cluttered.
• High quality colour images.
• Create a digital version (PDF).

Include

• Your tracking code.
• Instructions on how to redeem the offer.
• Any restrictions that apply.
• Your logo and contact details.

Distributing your coupon

At local businesses: Print out your coupon and deliver them to your local tourism bureau, hotels, and other businesses where you know your customers are.

Through daily deal websites: With a large customer base to market to, it is a great way to spread word of your business without paying for it.

Through your email database: Send your coupon to your customer base – especially those who haven’t been in a while.

Beware of being unprepared

• Don’t get carried away. Set a logical limit for the number of coupons you can sell.
• Don’t offer a discount that’s too high for what you can cope with.
• Force customers to book so that they can’t turn up unexpected on the first or last day of the offer.

If you are unorganised and your customers have a negative experience (especially if it’s their first time), then you may never see them again. Or even worse – they could complain to TripAdvisor and their friends about it.

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