After analyzing our customers’ data, we’ve discovered that there are certain channels that are more effective than others for tour and activity providers. Our survey revealed that these are the 5 main sales channels that tour companies should prioritize:
Many travelers prefer to be spontaneous when it comes to scheduling tours and activities for their trips. Whether they want to base it around weather or other changing factors, they often will arrive and then book their tours. When this happens, they will go to the hotel concierge in order to get information about what there is to do in the local area. When you promote your tours and activities to this powerful agent, you can capture last-minute visitors and fill those empty spaces that are left on your tours. The concierge can earn a commission through your channel manager, which makes it a beneficial partnership for everyone involved.
Most people who book excursions for their trips are going to do research online prior to booking — and it’s becoming quite clear that travelers trust review sites over many other traditional advertising mediums. On sites like TripAdvisor and Yelp, they can find honest feedback from objective parties, and determine whether or not they want to book with a particular company. Tour operators across the globe are focusing on soliciting positive feedback from their customers and earning high rankings on these review sites in order to attract interested travelers.
Online Travel Agents, or OTAs, are pivotal to attracting a global audience for your tours and activities. Viator and GetYourGuide are two examples of these massive travel agents who market endless options to consumers who are interested in getting a great deal on an upcoming trip. OTAs should not be seen as the competitor, but rather as a partner. With a premier channel management system, you can allow OTAs to package your products and easily resell them to customers from around the world.
Google AdWords is an important component of every SEO strategy, and many tour and activity providers use this channel in order to generate more visitors to their website. This can be beneficial when it comes to increasing traffic to your site, but it’s important to understand that you are paying to get visitors rather than paying per conversion. You will want to focus on developing an effective AdWords campaign that improves traffic and increases conversions simultaneously.
Facebook Ads allow tour and activity providers to retarget customers who have visited their website and left without booking a tour. Through the dynamic ads on this social networking platform, Facebook users see advertisements of the websites they have visited. This can remind them that they were interested in your tours, and motivate them to complete their booking online.
Every year, Rezdy conducts a survey amongst tour operators, asking them where they promote and sell their tours. Download the survey results now!