Your tours cost what they do for a reason. You’re hiring the best in the business, working hard to retain an amazing team, and constantly looking for ways to better serve, surprise, and delight your customers.
So, yeah, your experience is definitely worth the full price tag. Let’s make sure you’re getting every dollar.
There are plenty of ways you can boost ticket sales, like amping up the overall tour value, connecting with new audiences, and generating the coveted word-of-mouth buzz.
Some are short-term wins, and others are longer-term fixes that are definitely worth the investment.
Here are a few proven tactics to fill seats—without dropping your prices.
Short-Term Tactics
We all need a quick win sometimes.
These strategies may only take a day or two to implement and are relatively low-level investments.
1. Reach new audiences
You’re probably already advertising on IG and Facebook. But when’s the last time you tinkered with your demographic and location targeting? Time to get some new faces on your tours.
Divert some of your social budget into new markets to start building out a presence. When you do launch a new campaign, think about the headlines that will speak directly to them: include the name of their hometown, or catch-phrases that would resonate with locals.
But we aren’t just talking about geographic markets. You can lean into specific interest or behavior targeting to be super strategic about where your ad spend is going, and reach those who are most likely to book with you. Start by digging into your current analytics to learn more about the types of people who book with you most often.
And to drum up interest among your existing followers, launch a contest. Encourage previous customers to share photos from their tours, and raffle off a giveaway. The more your customers post and tag your brand, the more social proof you build, attracting new eyes.
And finally, you can always launch a partnership with a local micro-influencer to reach new circles. Instead of spending big bucks on major influencers, collaborate with someone who’s recognizable to locals and nearby markets. They often have loyal followings and can promote your tours authentically—without the hefty price tag of bigger, flashier names.
2. Offer easy upselling options
Create ticket packages that offer more than just the tour. Include perks like exclusive access, complimentary drinks, or branded merchandise. This enhances the experience and allows you to maintain your pricing while offering more.
You can also collaborate with local hotels, restaurants, or attractions to create package deals. Guests could enjoy a pre-tour lunch at a local restaurant or unlock access to a nearby event. These partnerships help both parties and provide an added incentive for customers to book at full price.
3. Contribute to new channels and communities
It’s easy to get distracted by the next new, shiny tech or social channel. But some of the old stand-bys are equally effective at drawing in new faces.
Try listing your tours in low-cost channels. For example, list your tours as Facebook events to encourage group bookings from locals. Take a corporate angle and market your tours as team-building activities on LinkedIn, tapping into business clients looking for unique experiences.
Or, engage with new audiences on platforms like Meetup.com, Quora, or Reddit by participating in relevant communities or groups. Just be sure to post useful information that contributes to the conversation, rather than going in hot with sales tactics.
These channels are relatively low-lift, and could bring you some new customers who don’t already know about your brand.
Long-Term Tactics
These methods will require a little extra time and effort to get it right, but the payoff will likely be much more long-term and sustainable.
4. Re-evaluate your booking policies
Today’s travelers have come to expect convenience and customer-friendly policies. And we don’t blame them: there’s just peace of mind that comes with knowing you can re-schedule or cancel if you really need to.
Making it easy for customers to book can tip the scales in your favor, especially for those hesitant to commit. Offering free cancellations or rescheduling can make potential customers feel more comfortable booking in advance, even if they’re uncertain about their plans. This is especially true if your competition is offering flexible booking policies.
And if you do offer this flexibility already, make sure you’re sharing that upfront on your site and even in ads. It’s a great perk!
5. Email drip campaigns
Email marketing remains one of the most effective tools for maintaining customer relationships and driving repeat bookings.
Stay on their radar by sending targeted emails with personalized offers or updates on new tours. You can use drip campaigns to nurture customers from their initial inquiry to booking, and even after their trip, keeping them engaged for future tours. And of course, if you need to develop a content strategy to kick off your email newsletter, we can help you out with that.
6. Test-run new seasonal or themed tours
You know that feeling the first time you get your usual Starbucks drink in a new, seasonal cup? See, you get it.
Creating exclusive or themed tours can add novelty and excitement, encouraging customers to book while they can.
Offer special one-time events or experiences that can’t be replicated. The exclusivity drives demand, creating urgency. And capitalize on holidays or current trends with themed tours—like spooky Halloween tours, or festive Christmas markets. Seasonal tours naturally come with a sense of excitement. Create exclusive events or one-time-only tours that can’t be replicated, making the tickets feel more valuable.
7. Optimize your site (even more)
Your website is a pivotal point in the funnel for potential customers. They may have been exposed to your brand on Google or Facebook, but by the time they’re on your site, they’re seriously considering booking with you. So don’t give them any reason to doubt your brand.
Your site absolutely needs to make a great impression. Ensure your site is mobile-optimized and easy to navigate, with seamless booking functionality.
If it’s easy and intuitive to book, customers will be much less likely to hesitate on the Pay Now button.
8. Leverage scarcity tactics
Picture this: they’re trying to choose between your and a competitor. Their mouse is hovering over the Checkout button. Then they switch tabs and see that the other tour they’re considering is about to sell out. Which one would you choose?
This is the scarcity principle at work. This is the idea that when you see something is in high demand and may only be available for a short time, you’re much more likely to commit to buying it.
You can use this to your advantage with your site, booking software, or even social posts. Display notifications that show when tickets are running low, highlight how many others are viewing the same tour, or countdown how many tours are left in the season. FOMO (fear of missing out) can encourage people to book faster.
Feeling Inspired?
Don’t let discounts spook you. There’s always something in your trusty tourism toolset that can help move the needle.
And if you need a team in the wings, you know who to call…
