Your waivers are more than just legal protection. They're your secret weapon for cutting through the marketing noise and driving repeat bookings directly to your business.
Every tour and activity operator knows the challenge: customers book through third-party platforms, leaving you with minimal data and zero relationship. But what if there was a way to capture valuable customer information from every single guest, not just the person who made the booking? The answer lies in something you're already using every day.
Why Direct Marketing Matters More Than Ever in 2025
Consumers are drowning in generic content. The average person receives dozens of marketing messages daily, and they've become expert at tuning out anything that doesn't feel personally relevant. To break through this noise, you need to be specific, timely, and personal in your approach.
The good news? Direct marketing channels are more effective than ever. Email marketing continues to deliver strong results, with average open rates across industries reaching 42.35% as of 2025. But SMS marketing is the real powerhouse here. SMS messages achieve a remarkable 98% open rate, compared to email's performance, and SMS has a response rate of 45%, compared to email's 6%.
The key is having the right data to make these channels work for you. And that's where your waivers come in.
Your Waivers: A Data Collection Powerhouse
Most operators collect basic information from the primary booker through their booking system. But waivers give you something far more valuable: data from every single guest who experiences your activity.
Think about it. A family of four books a whitewater rafting trip through a third-party platform. You get the name and email of whoever made the booking, but you miss out on connecting with the other three family members who might book again or recommend you to friends.
With digital waivers, you can collect comprehensive information from every guest:
Phone Numbers for SMS Marketing: While email remains important, SMS cuts through the noise instantly. When you have phone numbers from all guests, you can send timely, location-based alerts about perfect weather conditions or last-minute availability.
Birth Dates for Targeted Campaigns: Birthday marketing works because it feels personal and gives people a reason to celebrate. When you know everyone's birthday in a group, you multiply your opportunities for repeat bookings.
Zip Codes for Local Targeting: Some of your best customers are locals who can visit repeatedly. Zip code data helps you identify these valuable segments and create locals-only promotions or perfect conditions alerts.
Group Types and Preferences: Understanding whether guests are corporate groups, families, adventure seekers, or first-timers allows you to tailor future communications and suggest appropriate experiences.
Custom Data Fields: Modern waiver platforms let you collect any information that's valuable to your business. Collect hotel names to identify potential partnership opportunities, skill levels to suggest appropriate follow-up experiences, or special interests to create targeted campaigns.
Turning Data Into Direct Bookings
Collecting data is just the beginning. The real magic happens when you use that information to create personalized, automated campaigns that drive repeat business.
Drive Repeat Business with Automated Campaigns
Birthday Campaigns
- Use birth date data to send personalized birthday offers to past guests
- Example: "Happy Birthday, Sarah! Remember your amazing zip-lining adventure last summer? Celebrate with 20% off your next adrenaline rush."
- These work because they reference specific positive memories while providing clear calls to action
Anniversary Marketing
- Target guests on the anniversary of their visit with return offers
- Example: "It's been exactly one year since your whitewater rafting adventure with us, Mike. Ready for round two? Book this week and save 25% on your return trip."
- Taps into nostalgia while creating urgency through limited-time offers
Segmented Campaigns for Maximum Impact
Location-Based Targeting
- Use zip code data to identify locals within driving distance
- Send weekend availability alerts and perfect conditions notifications
- Example: "Sarah, remember how much you loved kayaking with us? The weather's perfect this weekend and we have spots available!"
Experience Level Progression
- Create pathways based on previous experience difficulty
- Send beginner-friendly offers to first-time guests
- Invite experienced adventurers to try more challenging experiences
- Example: "Loved your intro rock climbing session? You're ready for our intermediate outdoor climbing adventure."
Family-Focused Follow-ups
- Target families with seasonal promotions and age-appropriate activities
- Promote kids' camps to families who visited during previous seasons
- Create family package deals based on group composition data
Boosting Your Review Strategy
Online reviews are often the first thing travelers look at when deciding where to book. More reviews, especially on platforms like Google and Tripadvisor, improve your visibility, build trust, and increase the chances guests will book directly with you.
Most booking platforms and review collection tools only send follow-up requests to the primary booker. But when you collect contact information from every guest through waivers, you can request reviews from everyone who experienced your activity.
With Peek and Wherewolf, you can:
- Automatically send review requests to every guest, not just the booker
- Reach guests via SMS or email with a direct link to your preferred review site
- Run one-off campaigns to boost specific platforms (e.g., a push for Google reviews this month)
- Track performance and see what’s working, all from one dashboard
Operators using Wherewolf see a 307% increase in reviews on average, which helps boost your visibility in search, build trust, and ultimately drive more direct bookings.
Making It Work: Implementation Strategy
The key to success is automation. Set up your campaigns once, then let them run automatically based on the data you collect through waivers. This ensures consistent follow-up without requiring daily management.
Getting Started
Phase 1: Foundation Campaigns
- Start with birthday campaigns and anniversary reminders
- These have clear triggers and typically generate strong response rates
- Build confidence and establish baseline performance metrics
Phase 2: Advanced Targeting
- Expand into location-based campaigns for local guests
- Create segment-specific offers based on experience level and group type
- Use gathered data to refine messaging and timing
Measuring Success
Track Key Metrics
- Monitor open rates and click-through rates across email and SMS
- Most importantly, measure conversion rates to actual bookings
- Use this data to refine messaging and timing for maximum effectiveness
Continuous Optimization
- Test different subject lines and message timing
- Analyze which segments respond best to specific offers
- Adjust campaigns based on seasonal trends and booking patterns
The Takeaway: From Waivers to Revenue
Your waivers represent an untapped goldmine of customer data that most operators are completely ignoring. By collecting comprehensive information from every guest and using it to create personalized, automated marketing campaigns, you can build direct relationships with your customers and reduce dependence on third-party booking platforms.
The businesses that thrive in today's crowded marketplace are those that cut through the noise with personal, timely, and relevant communications. Your waiver data gives you everything you need to create these powerful connections and drive direct bookings for years to come.
Learn more about Peek’s integration with Wherewolf and other tools to drive direct bookings with a demo
Table of contents
Your waivers are more than just legal protection. They're your secret weapon for cutting through the marketing noise and driving repeat bookings directly to your business.
Every tour and activity operator knows the challenge: customers book through third-party platforms, leaving you with minimal data and zero relationship. But what if there was a way to capture valuable customer information from every single guest, not just the person who made the booking? The answer lies in something you're already using every day.
Why Direct Marketing Matters More Than Ever in 2025
Consumers are drowning in generic content. The average person receives dozens of marketing messages daily, and they've become expert at tuning out anything that doesn't feel personally relevant. To break through this noise, you need to be specific, timely, and personal in your approach.
The good news? Direct marketing channels are more effective than ever. Email marketing continues to deliver strong results, with average open rates across industries reaching 42.35% as of 2025. But SMS marketing is the real powerhouse here. SMS messages achieve a remarkable 98% open rate, compared to email's performance, and SMS has a response rate of 45%, compared to email's 6%.
The key is having the right data to make these channels work for you. And that's where your waivers come in.
Your Waivers: A Data Collection Powerhouse
Most operators collect basic information from the primary booker through their booking system. But waivers give you something far more valuable: data from every single guest who experiences your activity.
Think about it. A family of four books a whitewater rafting trip through a third-party platform. You get the name and email of whoever made the booking, but you miss out on connecting with the other three family members who might book again or recommend you to friends.
With digital waivers, you can collect comprehensive information from every guest:
Phone Numbers for SMS Marketing: While email remains important, SMS cuts through the noise instantly. When you have phone numbers from all guests, you can send timely, location-based alerts about perfect weather conditions or last-minute availability.
Birth Dates for Targeted Campaigns: Birthday marketing works because it feels personal and gives people a reason to celebrate. When you know everyone's birthday in a group, you multiply your opportunities for repeat bookings.
Zip Codes for Local Targeting: Some of your best customers are locals who can visit repeatedly. Zip code data helps you identify these valuable segments and create locals-only promotions or perfect conditions alerts.
Group Types and Preferences: Understanding whether guests are corporate groups, families, adventure seekers, or first-timers allows you to tailor future communications and suggest appropriate experiences.
Custom Data Fields: Modern waiver platforms let you collect any information that's valuable to your business. Collect hotel names to identify potential partnership opportunities, skill levels to suggest appropriate follow-up experiences, or special interests to create targeted campaigns.
Turning Data Into Direct Bookings
Collecting data is just the beginning. The real magic happens when you use that information to create personalized, automated campaigns that drive repeat business.
Drive Repeat Business with Automated Campaigns
Birthday Campaigns
- Use birth date data to send personalized birthday offers to past guests
- Example: "Happy Birthday, Sarah! Remember your amazing zip-lining adventure last summer? Celebrate with 20% off your next adrenaline rush."
- These work because they reference specific positive memories while providing clear calls to action
Anniversary Marketing
- Target guests on the anniversary of their visit with return offers
- Example: "It's been exactly one year since your whitewater rafting adventure with us, Mike. Ready for round two? Book this week and save 25% on your return trip."
- Taps into nostalgia while creating urgency through limited-time offers
Segmented Campaigns for Maximum Impact
Location-Based Targeting
- Use zip code data to identify locals within driving distance
- Send weekend availability alerts and perfect conditions notifications
- Example: "Sarah, remember how much you loved kayaking with us? The weather's perfect this weekend and we have spots available!"
Experience Level Progression
- Create pathways based on previous experience difficulty
- Send beginner-friendly offers to first-time guests
- Invite experienced adventurers to try more challenging experiences
- Example: "Loved your intro rock climbing session? You're ready for our intermediate outdoor climbing adventure."
Family-Focused Follow-ups
- Target families with seasonal promotions and age-appropriate activities
- Promote kids' camps to families who visited during previous seasons
- Create family package deals based on group composition data
Boosting Your Review Strategy
Online reviews are often the first thing travelers look at when deciding where to book. More reviews, especially on platforms like Google and Tripadvisor, improve your visibility, build trust, and increase the chances guests will book directly with you.
Most booking platforms and review collection tools only send follow-up requests to the primary booker. But when you collect contact information from every guest through waivers, you can request reviews from everyone who experienced your activity.
With Peek and Wherewolf, you can:
- Automatically send review requests to every guest, not just the booker
- Reach guests via SMS or email with a direct link to your preferred review site
- Run one-off campaigns to boost specific platforms (e.g., a push for Google reviews this month)
- Track performance and see what’s working, all from one dashboard
Operators using Wherewolf see a 307% increase in reviews on average, which helps boost your visibility in search, build trust, and ultimately drive more direct bookings.
Making It Work: Implementation Strategy
The key to success is automation. Set up your campaigns once, then let them run automatically based on the data you collect through waivers. This ensures consistent follow-up without requiring daily management.
Getting Started
Phase 1: Foundation Campaigns
- Start with birthday campaigns and anniversary reminders
- These have clear triggers and typically generate strong response rates
- Build confidence and establish baseline performance metrics
Phase 2: Advanced Targeting
- Expand into location-based campaigns for local guests
- Create segment-specific offers based on experience level and group type
- Use gathered data to refine messaging and timing
Measuring Success
Track Key Metrics
- Monitor open rates and click-through rates across email and SMS
- Most importantly, measure conversion rates to actual bookings
- Use this data to refine messaging and timing for maximum effectiveness
Continuous Optimization
- Test different subject lines and message timing
- Analyze which segments respond best to specific offers
- Adjust campaigns based on seasonal trends and booking patterns
The Takeaway: From Waivers to Revenue
Your waivers represent an untapped goldmine of customer data that most operators are completely ignoring. By collecting comprehensive information from every guest and using it to create personalized, automated marketing campaigns, you can build direct relationships with your customers and reduce dependence on third-party booking platforms.
The businesses that thrive in today's crowded marketplace are those that cut through the noise with personal, timely, and relevant communications. Your waiver data gives you everything you need to create these powerful connections and drive direct bookings for years to come.
Learn more about Peek’s integration with Wherewolf and other tools to drive direct bookings with a demo
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