5 Quick Tips to Attract Travelers to Your Tour or Activity Business
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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Simon has over 15 years’ experience as an IT professional. He also has extensive experience in the travel industry from being an around-the-world traveller and managing a dive centre in Southeast Asia for over 3 years. Simon is now dedicated to providing the best online booking solution for tours and activities operators; he is the brains behind Rezdy.Outside office hours Simon is a true activity addict – mountain biking, sailing, swimming, beach volleyball – just to name a few. But most of all he loves diving in Australian waters.