ResmarkWeb, a digital marketing agency serving the tour and activity industry, offers ways that tour operators can boost revenues by improving website conversions.
“Website revenue leaks often stand in the way of website conversions,” says Nikki DeSantis, Marketing Director at ResmarkWeb. “A look at analytics tells the story. If you are getting steady traffic but less than 2–3% of visitors are booking, that is a red flag.”
She identifies four common traits of conversion-issue-afflicted websites:
- Website visitors don’t convert. Tour operators often see high traffic but low bookings because the site lacks clear calls to action, mobile-friendly booking buttons, or trust-building elements like reviews and guarantees. The fix includes
- Audit your booking flow. Can a guest book in three or fewer clicks?
- Add urgency and clarity with phrases like “Book Your Spot Today”.
- Highlight social proof with testimonials and photos from real guests.
ResmarkWeb also offers a step-by-step web design checklist to build a website that converts visitors into bookings.
- Your leads walk away. Not every guest books on a first visit. Without a lead capture system, those visitors disappear forever. The fix includes
- Use lead forms and pop-ups offering a discount or travel guide.
- Automate nurture emails with helpful tips and reminders.
- Track abandoned bookings and follow up quickly.
- Missed upsell and resell opportunities. Most operators focus on acquiring new guests, forgetting to re-engage past customers who are easier to convert, spend more and often bring friends along. The fix includes
- Offering package upgrades at checkout.
- Sending post-trip thank-you emails with future booking discounts.
- Launching a referral program to turn happy guests into promoters.
- Scattered items = lost data. When booking platforms, waivers and marketing tools do not integrate, critical data falls through the cracks, leading to duplicated effort, missed communication and no clear picture of your guests. The fix includes
- Choosing a booking and CRM system that centralizes all your guest data. ResmarkWeb has an integrated solution called CruiseControl.
- Integrating digital waivers to streamline check-in and reduce paper clutter.
- Using reporting tools to track trends and repeat behavior.
ResmarkWeb offers additional practical tips for plugging gaps and boosting bookings. Please see 17 Booking System Mistakes Hurting Tour Operators
DeSantis advises that developing a robust and expanding email list of potential clients should drive marketing efforts. Capturing leads from the website begins with a simple email sign-up form offering a small incentive, like a local guide or discount. And then to build relationships with existing clients for repeat bookings, she suggests that the website deliver post-trip follow-up emails that may, among other incentives, offer loyalty discounts for returning guests.
For more information, please visit ResmarkWeb at https://www.resmarkweb.com/ or call 435-268-3747.
