There's no getting around it: Positive online reviews are one of the strongest forces attracting more customers. In a survey conducted by The Statistics Portal, 86 percent of respondents admitted they almost always read online travel reviews before making travel plans. In addition, 88 percent read reviews to detriment the quality of a local business, according to a BrightLocal survey. As a tour and activity operator, how do you ensure that happy customers actually take the step to post a review or give your business high ratings? Ultimately, it comes down to customer service and the ability to make the review process as easy and stress-free for your customers. Here are 10 things you can do to make customers want to share positive reviews and high ratings about your company.

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1. Make it a no-brainer task.

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No matter how great their experience may be, very few customers are going to go out of their way to find out where to submit a review or rate your business. Make it as easy as possible for customers to share their experience by sending them a direct link to your profile page on major review sites or encouraging the customer to rate your company on Facebook. Be direct with your request; a post-visit email encouraging customers to take action, or handing out postcards or business cards that list URLs to review sites as customers leave can be just the prompt they need to give you a review.

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2. Participate in positive social media interactions.

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Companies that maintain a positive social media presence may be able to garner more reviews and customer feedback than those who do not. A report by Syncapse reveals Facebook fans tend to “spend more, engage more, advocate more, and be more loyal," which is why it's imperative for businesses to invest time in social media activities on some level. Those activities can be as simple as quickly following up to all comments posted on your Facebook page, or responding to all reviews. This will show your fans that you're more than willing to communicate and interact with them—an important element of great customer service.

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3. Send a personalized follow up.

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Thank you emails to customers are a great tactic. But your customers will be less likely to forget about you when you follow up with a phone call or a handwritten letter. Instead of relying solely on an automated email to get feedback from your customers, consider calling them instead for a quick check-in to make sure they enjoyed their visit and to ask for feedback directly. This opens up the line of communication and adds a personal touch to the entire experience, which, in turn, may earn you a positive review.

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4. Provide incentive to post a review.

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For ethical reasons, you can't bribe a customer to post a review. But you can encourage more customers to share their feedback in exchange for a discount on a future visit as a way to show your appreciation for their efforts. Promote the fact that you extend a discount to all customers that take the time to complete a short survey after their visit, rate your business on Facebook, or post a review and rating on Google+.

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5. Share reviews on social media.

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Social media opens up the door to recognition and helps generate more business for your tour and activity company. Make the most of platforms like Facebook, Twitter, and Instagram by promoting rave reviews about your business and tagging the customer who wrote it. This puts the spotlight on the customer, makes them feel good about their review, and may also encourage other customers to follow suit so they can enjoy a few minutes in the spotlight. Customers who see how other reviewers are treated—whether that's in the form of promoting video testimonials on a dedicated section of your website or promoting a customer's comments on Facebook and Twitter—may help generate more reviews.

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6. Host a contest.

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Encourage customers to submit a review as their entry form for a contest to win a gift card or gift certificate, tickets for one of your experiences, or an exclusive package you are offering for the season. Mighty Leaf ran this contest in 2009 to encourage more ratings and reviews of its teas and other products. Contestants had to write a qualifying review to be entreated into a random drawing for $100 in tea. The company made it easy for contestants to participate by including a "Write a Review" link on their product page and explaining they would contact winners by email.

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7. Provide a seamless checkout process.

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Your main focus as a tour or activity operator may be delivering amazing experiences for your customers and introducing them to a new activity, but don't forget the importance of the customer service experience before your visitor even sets foot on your property.

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Don't forget the importance of the customer service experience before your visitor even sets foot on your property

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When you use an online booking software program to coordinate reservations online, you want to make sure customers are going through a seamless checkout process. Monetate reports on how 75 percent of online shopping cart purchases are abandoned, and HubSpot explains that this could be because "your checkout process is too complicated or appears insecure." Other reasons for abandonment, according to HubSpot, include a checkout flow process that is too lengthy and technical difficulties with the shopping cart.If you can present a seamless checkout process for your customers, you can not only secure a booking but also contribute to a positive customer service experience — something that many of your customers will be willing to share in the form of a positive review and high ratings.

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8. Respond to negative reviews professionally.

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Not all of your customers are going to be happy customers. Learning how to handle negative reviews effectively, however, can open up the door for more positive reviews since customers will see that you'll go out of your way to rectify a seemingly difficult situation. As we explained in our post about best practices for handling negative online reviews, sometimes the best approach is to turn the comment around by apologizing sincerely and then highlighting what you do right. Anything you post publicly that shows a casual visitor that you take care of your customers can improve your online image and, in turn, may attract more positive reviews and high ratings.

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9. Go above and beyond with customer service.

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First impressions and final impressions are going to leave a lasting effect on your customers. How your staff welcomes visitors as they settle in for their tour and activity and how the customer feels when they leave your venue will be some of the most memorable interactions your customer will have outside of the actual experience. Train your staff to welcome every customer with excellent customer service practices, whether that involves greeting customers with a welcome package, providing a brief tour of the premises, or introducing them individually by name to key staff members. Leave customers with a token of your appreciation in the form of a thank you card, a gift bag, or any other type of tangible souvenir to leave a lasting impression.These small gestures will help a customer feel more welcome and connected to your company—and may generate a positive review.

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10. Offer free upgrades or gifts.

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Whether you offer boat tours, run a bike rental company, or host any type of adventure with the option to add on extra time or upgrade to a better experience, occasionally offer complimentary upgrades to customers to ensure they enjoy an unparalleled experience. Consider how many customers will be raving about free upgrades they received when booking their tour or how thrilled they are that they received a free gift or souvenir upon departure. These freebies may be just what it takes to set your company apart from other tour and activity operators in the area, and generate some positive feedback in the form of online reviews and high ratings.From personalizing the follow-up process to going the extra mile with customer service, there are several ways you can increase the chances of prompting a customer to post a positive review about your business online. Use these tips to help more customers share positive reviews and high ratings of your tour and activity business after each and every visit.

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Learn the results of King's Landing's use of Peek Pro's SmartReviews+

Traveler demands are evolving. Instead of spending a week lounging by the pool at a generic hotel, travelers increasingly want to experience their destination and the unique activities, food, people, and culture it has to offer.As the holidays are quickly approaching, there is no better time to discuss this trend, and how tour and activity operators can capitalize on it leading up to the season of gift giving.The desire for experiential purchases is growing. More and more, consumers prefer these over material purchases. In fact, 145 million Americans, or 62% of the U.S. adult population, would forgo physical presents for the gift of a trip, according to a spending and saving study from American Express. And on the flip side, another recent American Express survey found that 72 percent of adults would rather spend money on experiences than things.The demand for experiential travel rages onIt's all connected—the evolution of consumer preferences and the desire for deeper connections and experiences when they travel.The travel industry is seeing the trend develop. In a recent report from Skift on the growth of experiential travel, it's noted that the United States Tour Operator Association (USTOA) is seeing proof that today's travelers want more immersive experiences. In that same Skift report, it's also noted that a recent poll of American Express travel counselors showed that 34% said their clients are now “specifically looking to immerse themselves in the destinations they visit and to travel like a local."Travelers are looking for authenticity, and something more meaningful. They want cooking classes inside a local family's kitchen, private surf lessons on a secluded beach with an instructor who has spent their life riding those waves, an off-the-beaten-path tour of a unique neighborhood not found in their guidebooks. Through travel, they are seeking emotional connections with destinations and the people and cultures that inhabit them.

Through travel, they are seeking emotional connections with destinations and the people and cultures that inhabit them.

Travelers want these immersive experiences because making connections is increasingly what leads to a happier travel experience overall. According to a recent “Road to Happiness Study" looking at the connection between travel and happiness, one of the four key ingredients in having a happy travel experience is making a local connection. Another 78% of travelers said that on their best trips, they had either had a knowledgeable friend in the destination or a local guide.As it becomes more apparent through research and statistics that experiences like this result in a more enduring happiness, the demand for achieving this through travel grows. As the season of giving draws near, now is the time for tour and activity operators to make sure they're positioning themselves to capitalize on these trends and attract experience-seekers.Here are some tips to consider.

Evaluate your experiential offerings

Take a look at what you currently offer, and consider what may appeal to today's consumers who want more immersive experiences. Do you offer homestays, access to less-frequented locales, experiences in local villages, or behind-the-scenes jaunts to neighborhood shops or attractions? Do you employ local guides who are fiercely passionate about your niche? What sorts of truly unique opportunities do you provide for your customers?Experiential offerings should include opportunities for personalization and immersion. Instead of just sitting on the sidelines, travelers want the chance to jump in there and participate. Instead of just taking a ride in a gondola in Venice, they may rather take a lesson and learn how to operate one themselves.Think about how you can incorporate more localized, authentic, and unexpected elements into whatever it is you offer, providing opportunities for learning, growth, and stepping outside of comfort zones.

Market effectively to experience-seeking travelers

When you know what you offer that will speak to these travelers, you then need to promote those things in the places and ways that best speak to them.As the Millennial generation grows up, they will be leading the charge for experiential travel, and they engage in new and diverse ways. They are technologically savvy, and they want content, inspiration, and recommendations.A recent travel trends report from American Express notes that interest in authentic cultural experiences is at least in part being driven by social media in particular. The vast availability of images and content throughout social media showing other travelers experiencing desirable destinations and taking part in activities inspires people to get out there and plan their own travel experiences. And in general, increasing numbers of travelers are relying more than ever on digital inputs to make all sorts of travel decisions, according to a Google travel study.Tour and activity operators need to use digital channels like social media, blogs, email, and beyond to share information and inspire. Think about creating content that is compelling, readily available, and actionable, as well as emphasizing what you know is important to experience-seeking travelers – exploration, discovery, and authenticity.It's extremely important to make investments in digital promotion, technology, and tools that will help you draw these customers in and give them the experience they're looking for to convert.Strive to create a connection with consumers by building their anticipation before their experience, and then cultivating their fond memories afterwards. These feelings are often what make an experience more enjoyable and help to leave a more lasting impression—all extremely valuable for travel businesses.

Get creative with social media

Social media envy is real, and it's driving consumerism in new ways. But it's not enough to just be on social media and share some pretty photos every now and then. For the experience-seeking traveler, you need to get creative.Experiment with different types of posts and content and see what best results in your audience growing, and getting them to engage. As Expedia looked into travel advertising tends for 2015, they found that social and video would see the largest growth. Play around with video as a form of content to share throughout your social media channels in different ways.On top of that, you could experiment with content ranging from promotions, exclusive deals, or contests that promote your business and get people talking about it, content centered on light-hearted stories, travel tips, powerful and inspirational images, storytelling, and even showcasing and re-purposing user-generated content. Firsthand recommendations and influencer marketing via social media can have a huge impact, showing what you offer through the eyes of someone was has experienced it for themselves.But the most important thing to remember about social media is that it's all about engagement and cultivating a conversation. A recent survey of Twitter users found that 40% have engaged with a travel brand on Twitter, 28% of those users received a response, and of those, 73% felt more positively about the brand afterward. This is a huge opportunity for tour and activity operators to make sure you're encouraging engagement, responding authentically and constructively to interaction, and developing a positive relationship with this demographic.

Remind your audience that travel experiences make the perfect gifts

Put two and two together for consumers, and lead them to do what you already know many of them want to do.Get creative here and use content, email marketing, social media campaigns, promotions, and contests to prod them in the direction of purchasing experiences as gifts for the holidays this year. You can even use some of the statistics from this post as proof. They may know what they like and want to buy, but show them why their loved ones will love receiving experiential gifts as well.

Don't expect them to think of it on their own. Give them a little nudge, and keep reminding them.

The demand is there. People crave experiences, and the experiential travel market is hot. Evaluate and tweak your offerings if necessary, and then get creative in promoting them effectively this holiday season and beyond.

It's time to start planning your holiday offerings and promotions. Smart tour and activity operators have the potential to boost their bookings by paying attention to travel trends.Here are seven things you can do to attract more customers this holiday season.

1. Mobile booking. More customers are booking experiences via mobile devices. In fact, travel purchases made with smartphones or tablets are expected to increase by 40 percent this year, accounting for $36.77 billion in sales, according to eMarketer. Make sure your business offers online mobile-friendly booking, such as through Peek Pro.
2. Promoting hyper-localized experiences. Travelers are going off the beaten path, moving away from over-commercialized tourist offerings, and delving into the local flavor of the places they visit. In addition, staycations remain a popular choice for residents who have a renewed appreciation of home. Cater to both groups by creating hyper-localized tours and activities that allow your customers to experience your area the way long-time locals do. Identify your area's best-kept secrets, such as a scenic trail or tiny diner, and build a tour or activity around it.
3. Giving activities instead of gifts. Spending quality time with friends and family is in style, and materialism is out. Take advantage of this trend by offering gift cards or group excursions that can be wrapped and exchanged this holiday season.
4. Cooking trips. The most sought-after travel souvenir is no longer a T-shirt or snow globe; it's a recipe brought home from a cooking trip. Food-related travel is becoming more popular, with hands-on lessons from local chefs. Get in on this trend by pairing your tour, rental, or activity with a cooking lesson from a local food artisan. For example, if your business offers bike rentals, partner with a local restaurant that will offer a cooking class with its chef. It's a win-win for both businesses.
5. Embrace silence tourism. With technology creeping more and more into our daily lives, unplugging and experiencing nothing is a trend that redefines the word “getaway." Grow your business by offering customers a way to escape. Add nature hikes, yoga retreats and group meditation to your tours and activities. Collect cell phones, or gather in an area where there is no reception or WiFi. Then soak up the surroundings in silence.
6. Expand to "forbidden" places. More Americans are traveling to locations that were previously considered dangerous due to international politics. For example, since diplomatic relations were restored with Myanmar in 2012, visits by Americans are expected to increase 71 percent by 2016. Consider getting in on this trend by organizing tours to locations that were once off limits. Be sure to check with the U.S. Department of State for travel advisories and warnings.
7. Glamp it up. Glamorous camping–called glamping – is where “roughing it" meets a five-star hotel. This trend allows travelers to experience nature without giving up comfort by offering luxurious tents, yurts, and even tree houses as overnight accommodations. If you have a rental or tour business, adopt this trend by partnering with an existing glamping provider to create a complete experience.

It's been a good few years for tour operators. Studies show that tour revenue in the US has increased or been steady since 2009. Meanwhile, global international tourism revenue has risen every year since.But what's behind this trend? To what can we attribute the industry's growth? The answer is a combination of factors that, when combined, create an ideal environment for an upsurge.Let's take a look.

Digital Marketing

Over the past decade, digital media has become an indispensable part of the tourism industry. With each passing year consumers rely on the web a little more, and this has led to an uptick in online travel sales in the US and even greater growth in emerging markets.Annemarie Medrzycki, online marketing manager at Arizona Outback Adventures (AOA), largely attributes AOA's increased sales to meeting her customers where they are. But AOA doesn't invest in banner ads or costly sponsorships to garner attention online. Rather, they employ tactics designed to generate leads. Says Medrzycki, "Most of our strategy has revolved around SEO best practices, developing useful content that is relevant to our customers, connecting to past customers with email marketing campaigns, and fostering strong relationships with relevant media outlets to cultivate good editorial coverage."

Social Networking

Social media, too, has made it easier for tour operators to get in front of customers. Launched in 2006, Twitter now has 316 million monthly active users, while Facebook has surpassed a staggering 1.4 billion along with 700 million monthly users on Facebook Messenger. Platforms like these have given businesses an avenue for reaching new customers, as well as building brand affinity and fostering word-of-mouth. Last year, the Association of British Travel Agents (ABTA) reported that 44 percent of millennials use social media sites like Facebook and Twitter to research or plan a trip.

44 percent of millennials use social media sites like Facebook and Twitter to research or plan a trip.

"Social Media is important to [our] marketing efforts as it allows us to reach a broader audience with compelling content that introduces people to our brand experience and drives traffic to our website," says Karen Sinclair, director of marketing with adventure travel company Zegrahm Expeditions. Sinclair focuses most of her efforts on Facebook, which she says is the go-to social network for her "older, affluent demographic."

Adventure Travel

Another major driver of growth for tour operators has been a strong interest in specialty adventure tours. From 2009 to 2012, adventure travel in North America, South America, and Europe expanded by 65 percent—and this boom will carry on with another revenue boost of 23 percent this year."Studies have shown again and again that adventure travel is on the rise. We've seen that reflected in our own business," AOA's Medrzycki says. "I think that people are choosing to travel differently than they used to. There is a greater focus on finding new experiences and cultivating memories."According to Magaly Toribio, marketing advisor for the Dominican Republic Ministry of Tourism, while beaches are still a draw, travelers are booking trips to mountainous areas like Jarabacoa and Samaná more and more. "When visitors flock to these lush areas to experience Mother Nature's playground and hunt for adrenaline-pumping thrills, they often choose to stay at fitness-oriented boutique hotels," Toribio says.

Online Bookings...and More

Let's not forget the importance of online travel booking, which reached an all-time high back in 2013. "We have online reservations capability for those who prefer to book their trips on our website, and have had this for at least the past eight years," Sinclair says, adding that she's seen "some growth" in bookings completed online.But Sinclair also points to another possible factor for mounting tour operator revenue: cost. "Trip prices have consistently risen since 2008 for most tour operators, which contributes to the trend we are seeing in revenue growth," she says. "For Zegrahm Expeditions, we have continued to see growth in our overall revenue, expanding the number of trips we offer on all seven continents and increasing the number of guests that travel with us each year."

What's Next?

So what's the next major trend to influence tour operator revenue? It's sure to be mobile, with smartphone-based bookings expected to "surge" in the years to come. In the US, mobile bookings accounted for 5 percent of travel bookings in 2012 and will likely grow to 18 percent in 2016. In Europe, the jump will be from 6 percent to 22 percent, and in China, from 1 percent to 33.Tour operators who embrace this channel shift will surely be rewarded. And for those who effectively leverage all of these business strategies? There's no end to the sales in sight.

Promoting your tour and activity business to generate more bookings and build your brand may require more than one approach. Constant Contact reports that small business success is directly linked to multi-channel marketing — 82 percent of small businesses and nonprofits use this approach. So whether you're struggling to keep the calendar booked this season or are have recently opened for business, you need a strategic marketing plan for all those channels in order to attract and retain those customers.Whether you're using social media to promote your company or are putting together an email marketing campaign, make sure you're reaching your target in fresh and innovative ways — and reducing the chances of turning customers away. Here are nine marketing mistakes every tour and activity operator needs to avoid.

1. Not updating your website regularly.

Having an attractive and professional-looking website is essential for any tour or activity operator — it's a gateway to reservations and also showcases everything your business has to offer. As The 2014 Traveler's Road to Decision report by Google shows, the majority of your customers will be turning to your website to search for ideas: 65 percent of leisure travelers turn to the Internet to do some research before they've even decided where or how they are going to get there.In addition, you may lose placement on search engine result pages if your website hasn't been updated with fresh content. The latest research about Google's algorithm update reveals that sites with new or fresh content may earn higher rankings on search engine results pages because Google deems them more relevant to online searchers. Prevent slipping down the ranks by posting fresh content in the form of updated tour and activity descriptions, adding photos or video clips of tours and activities you offer, or by updating a blog regularly with content about your tours, activities, industry insights, or recent excursions and trips.

2. Focusing too much on the competition.

Whether your business is located in a busy tourist district or a quieter locale, focusing too much on what your competitors are offering can backfire. Experts say that it's best to avoid lowering your prices just to beat out the competition and focus instead on promoting the value you provide to your customers.

As a tour or activity operator you can create custom packages for customers who are willing to pay a little extra for a more personalized experience.

As a tour or activity operator, you can do this by creating custom packages for customers who are willing to pay a little extra for a more personalized experience. Or, you could offer tiered pricing for your offerings. For example, a charter boat rental company could offer 2-hour boat trips with the option to add an additional 30 minutes or an hour at a discounted rate.Use online booking software programs, such as Peek Pro, that allow you to set up tiered pricing and add-ons at checkout so customers can create and enjoy experiences they just won't find anywhere else.

3. Being inconsistent with social media.

While social media sites like Facebook, Twitter, and Instagram are all highly interactive platforms that can help you engage and communicate with customers in different ways, you still need a strategy to ensure your social media efforts pay off. Negative consumer interactions typically occur when you're posting uninteresting content that is of no value to your guest, or when you're engaging with your followers and fans in an unprofessional way.As a tour and activity operator, you need to have a plan to share photos, videos, special offers, and interesting posts or insights regularly and follow up to any comments or feedback you receive. Ultimately, your social media interactions must have some purpose behind them or you risk losing fans and followers. Consider scheduling your posts using tools like HootSuite or delegating all social media tasks to one or two staff members.Additionally, using hashtags with all of your posts on Instagram and Twitter can help you attract more fans and followers every time you post. You can use local hashtags (e.g. #[your city]) to get the attention of locals and also include relevant hashtags such as #travel, #tours, #[your business name] to generate some interest. On Facebook, make sure to include links to your website or online booking page when relevant. This maximizes your reach and helps you get the most out each photo, video, or status update.

4. Neglecting to follow up with customers after a reservation.

When you've done the hard work of running a promotion or seasonal offer and customers are booking away, make sure you have a follow-up plan in place to confirm their reservation and keep them engaged until they arrive at your venue. Statistics show that today's customers expect to be acknowledged in some way or they may simply leave. FollowUpSuccess.com reports, “68 percent of customers will stop buying a product or service because of an attitude or feeling of indifference towards them by one or more persons representing their company."Whether you follow up with a friendly email confirmation message or have a staff member call the customer to confirm their reservation over the phone, the goal is to follow up with the guest in some way so they feel valued for their business.

5. Ignoring the value of email marketing.

Stay in touch with customers through email — even after the tour or activity. ExactTarget points out that 70 percent of people say they always open emails from their favorite companies. You can keep past customers and prospective customers engaged and become one of their "favorites" with a targeted email marketing campaign.For example, a kayak tour operator could set up a monthly newsletter that keeps subscribers up to date on seasonal events, the latest tours available, and interesting insights about kayaking from the owners. A boat rental company might send out quarterly newsletters with boating tips and advice, latest tour offerings, and news about the company. The goal is to keep subscribers engaged whether they are in the trip-planning stage or not. When they are planning a trip to the area, they may just think of your company first because they feel a connection with you.

6. Neglecting to promote online booking features.

If your tour or activities business offers online booking options, make sure prospective customers know about it. Not everybody will know that they can book online. Promote your online booking features prominently on your website and make sure to display a large "Book It" button where appropriate. If you use an online booking software program, such as Peek Pro, you can post highly visible buttons around your website and also implement a calendar where customers can pick and choose dates and times based on availability.

7. Forgetting about past customers.

Many of your customers may be one-time visitors — booking a tour or activity because they were traveling in the area — but some may be frequent travelers to the area, or even locals. Consider that it can cost six to seven times more to acquire a new customer than retain an existing one, according to research from Flowtown. Focus some of your marketing efforts to focus on existing customers so you can spend less time and resources on promoting your business. This could be as simple as extending a discount to customers for their next visit or offering a special package for return customers. You could reach out to customers via email or connect with them on Facebook and Twitter to promote your customer loyalty offerings.

8. Ignoring negative reviews and low ratings.

If some of your customers have posted negative reviews online or given your business a low rating, make sure you are taking steps to rectify the situation. The White House Office of Consumer Affairs reports that news of bad customer service reaches twice as many people as praise for a good experience. Even if you can't do anything about that particular customer, you can make the effort to promote all of your positive ratings and testimonials.Set up a reviews page on your website dedicated to showcasing happy customers and promote reviews on your social media sites to ensure the average web surfer sees more of the positive than the negative feedback about your company. Promoting positive reviews can be a valuable part of your marketing strategy and you can encourage customers to send feedback with some of these tips.

9. Always trying to sell something.

Even though it's important to spread the word about seasonal packages or promotions you're running, avoid being too direct with your approach. When you're busy creating content for your blog and social media sites, think of fresh ways to engage your audience instead of just selling to them — a turnoff for many customers, as Mark Babbitt, co-author of A World Gone Social: How Companies Must Adapt to Survive explains.When you want customers to become loyal fans and build up a following, you need to share interesting content without the sole purpose of booking a tour or activity. For example, a deep sea fishing boat tour operator might share content about weather conditions for the day, a few words from the captain every week, or a blog post about fish native to the area.From neglecting to follow up with customers to ignoring feedback, make sure your tour and activity business isn't making some costly marketing mistakes. Use these tips to create a cohesive and effective marketing strategy that attracts more customers in any season.

The face of the modern traveler continues to get younger. Millennials — those ranging from 16 to 34 years of age — now account for 35 percent of travelers, according to The Boston Consulting Group. While this younger generation of adventure seekers may have limited discretionary income to put towards a travel fund, they're still making time for travel, taking more than four leisure trips per year, reports BCG.Appeal to this younger audience by focusing some of your marketing efforts to what attracts them most. Here are seven ways tour and activity operators can market to millennials.

1. Maintain an Active Facebook Presence

Facebook can be a valuable marketing tool for small businesses targeting millennials. The Statistics Portal reveals 12 percent of those surveyed visited a business's website after seeing a promoted post on Facebook. Those who took advantage of a Facebook offer that could be redeemed at a local store was even higher: 40 percent. In the case of tour and activity operators, running a Facebook offer to complete an online booking would be the equivalent.Whether you decide to run special promotions throughout the season, implement an online booking widget on your Facebook page, or simply share videos and snippets about your activities, staying active on Facebook will help you engage this captive audience.

2. Have a Mobile-Ready Website

According to a study by SDL, the average millennial checks their smartphone 45 times a day and is 56 percent more likely to discover content on social networks versus a search engine or even email. TheNextWeb.com shares some valuable tips for making your website mobile-friendly, highlighting the fact that the layout and design of your site must fit the small screen and images need to be compressed to ensure a fast load time.You will also need to set up a streamlined checkout process so that it only takes a few taps and screen swipes to book a reservation. You can do this with Peek Pro — customers just click on a "Book It" button embedded on each section of the mobile site and are taken to a secure checkout page to complete their reservation.

3. Run Seasonal Packages

Consider that many millennials will be on summer vacation for a few months after the school year, making plans for spring break, or flocking to your area to visit family and friends during the holidays. Create seasonal packages specifically for this market and promote them on social media channels, on your website, and in marketing materials. For example, adventure tour operators could promote an "end of summer getaway" package that includes a tour and gift certificate to an area restaurant. Kayak and boat rental operators could run spring break specials throughout the spring season to attract visitors in and around the area. A food tour or ghost tour operator could run back to school specials to encourage travelers to secure a spot before school starts up again.

4. Promote a Bring-a-Friend Campaign

Word-of-mouth marketing is still one of the most effective ways to generate interest about your business. Nielsen reports 92 percent of consumers around the globe say they trust word of mouth or recommendations from friends and family above all other forms of advertising. Let your customers do the marketing for you by prompting them to bring a friend along to join the experience. This not only encourages the guest to share information about your company to that friend, but might also encourage the other party to talk about what they are doing with their friends and acquaintances.

5. Show Off Guest Experiences

Many millennials — as many as 40 percent, according to ICE Portal — are tuning in to social media and websites to consume user-generated content when making travel plans. User-generated content can take the form of everything from online reviews and ratings to photos of guests enjoying the experiences you offer.Show off photos of guests having fun at your venue who have posted their photos on social media sites like Instagram or Facebook. You can re-post these photos and promote those happy moments to your advantage. Another option is to showcase testimonials or reviews you have received in the past week or month. Put the spotlight on rave reviews by sharing them on your website, blog, or a social media status update.

6. Run Social Media Contests

According to a Chase Card Services survey, a whopping 97 percent of millennials will post on social networks to share their experiences with their friends when traveling. In addition, 73 percent will post something at least once per day during their trip. Since these travelers are already keen to post something on social media and engage their fans and followers, join the fun by running a social media contest.As a tour or activity operator, you could encourage guests to use certain hashtags to be entered into a drawing for a package or to respond to questions you post on social media. Encouraging guests to follow you and participate in social media conversations is a form of indirect marketing — every time a user engages with one your accounts, they leave a digital footprint where their friends and followers take notice.

7. Offer Options to Customize

Millennials aren't looking for cookie-cutter experiences — they want to be able to enjoy a unique adventure or experience they can brag about. TravelAgeWest.com reports on how all-inclusive packages are not that attractive to millennial crowds. Instead, "they want their vacations to be personal, authentic and sharable."

Millennials aren't looking for cookie-cutter experiences — they want to be able to enjoy a unique adventure or experience they can brag about

Give your younger travelers as many options as possible when booking a trip so that they feel like they truly are enjoying something the average traveler doesn't or can't have.Offer add-ons at checkout, such as private tour experiences, meal service, or an educational workshop or other special event. You might also offer a discount on a secondary tour or activity booked within a few days of the first one so that the traveler feels like they are customizing their experience. You can set up add-ons and special pricing using an online booking software program like Peek Pro. The platform allows you to create an entire list of add-ons for each tour or activity so travelers can pick and choose what they want as they check out.From running seasonal packages to running social media contests, there are several ways you can reach out to the millennial traveler. Use these marketing tips and strategies to pique the interest and engage this active market of tech-savvy travelers in any season.