Depending on your tour or activity, you will have varying high and low seasons. Usually, these seasons revolve around the holiday months – which are just around the corner!

If you’re thinking of launching a new seasonal promotion, then you’re in the right place. Keep reading and follow the steps.

1. Set up the promotion

This involves two things…

Coming up with a great promotion idea, targeting different segments.

  • Lifestyle-based promotions. Do you want to capture a segment who are part of a particular lifestyle? Offer student or military personnel discounts.
  • Family promotions. The holiday season is the perfect time to target families, because that’s when they all get together. Offer discounts for children under 12 years old.
  • Club and association discounts. There’s probably an association for your specific industry. For example, you can offer members of your local diving association a seasonal discount.

Having the tools to help you manage your promotion.

  • If your online booking software is like Rezdy, it should allow you apply promotions to bookings, and tell you how your promotion went. It’s done automatically so you can set it and forget it.
  • A very time consuming workaround is to process bookings manually, inputting data into spreadsheets and manipulating your data at the end of the promotion. This is not ideal because when things get busy, it’s easy to make an error.

2. Let the world know

Once you’ve created your campaign, you need to let the world know it exists.

contact-us

Choose a promo code that’s easy to remember (eg. XMAS10).

  • Display it prominently on your home page as a banner.
  • Tell all your distribution partners about the promotion, and provide them with the code. Inform local Visitor Information Centres, Travel Agents, and hotel concierges.
  • Email all your past customers.
  • Email all your new customers by including it in your reminder and follow-up emails.
  • Schedule in social media updates promoting the offer (you can use Hootsuite, it’s free!).

If it’s a last minute endeavor, using daily deal sites to get the word out can work very well.

3. Bring customers back

A seasonal promotion is a great way to bring back past customers.

repeat-customers700

Research conducted by Sumall found that you should promote repeat business by

  • Creating coupons, because if a customer uses a coupon once, they’re 3x as likely to use one again.
  • Encouraging a high initial purchase (using promotions geared for new customers).
  • Allocating a quarter of your marketing budget to purchase incentives for repeat customers eg. retargeting ads via Google Adwords or Adroll.

So remind customers that it’s time to come back! For example, you can let your customers know that the weather conditions are perfect for parasailing, or that now is the perfect time for spotting whales on their migrating route.

Leading up to the launch of your seasonal promotion,

  • Give customers a discount voucher for when they come back.
  • A month before the new season starts, send them an email and remind them that their coupon is still valid.

It’s important to push for a second sale with each and every customer.

Want more tips on marketing your tours online?

Download our free ebook on the subject.





Tour Operator eBook




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Join over 30,000 tour and activity professionals on Rezdy

Simon Lenoir, Founder and CEO of Rezdy Online Booking Software
About Simon Lenoir

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.

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The Tour Operator’s Guide to Seasonal Promotions

, ,

Depending on your tour or activity, you will have varying high and low seasons. Usually, these seasons revolve around the holiday months – which are just around the corner!

If you’re thinking of launching a new seasonal promotion, then you’re in the right place. Keep reading and follow the steps.

1. Set up the promotion

This involves two things…

Coming up with a great promotion idea, targeting different segments.

Having the tools to help you manage your promotion.

2. Let the world know

Once you’ve created your campaign, you need to let the world know it exists.

contact-us

Choose a promo code that’s easy to remember (eg. XMAS10).

If it’s a last minute endeavor, using daily deal sites to get the word out can work very well.

3. Bring customers back

A seasonal promotion is a great way to bring back past customers.

repeat-customers700

Research conducted by Sumall found that you should promote repeat business by

So remind customers that it’s time to come back! For example, you can let your customers know that the weather conditions are perfect for parasailing, or that now is the perfect time for spotting whales on their migrating route.

Leading up to the launch of your seasonal promotion,

It’s important to push for a second sale with each and every customer.

Want more tips on marketing your tours online?

Download our free ebook on the subject.





Tour Operator eBook