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.

‍

1. Make it a no-brainer task.

‍

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.

‍

2. Participate in positive social media interactions.

‍

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.

‍

3. Send a personalized follow up.

‍

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.

‍

4. Provide incentive to post a review.

‍

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+.

‍

5. Share reviews on social media.

‍

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.

‍

6. Host a contest.

‍

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.

‍

7. Provide a seamless checkout process.

‍

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.

‍

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

‍

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.

‍

8. Respond to negative reviews professionally.

‍

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.

‍

9. Go above and beyond with customer service.

‍

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.

‍

10. Offer free upgrades or gifts.

‍

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.

‍

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

Many businesses see negative reviews as something to be feared or combated—but smart businesses see them as an opportunity.More travelers than ever are making use of online reviews, both to inform their booking decisions and to document their experiences. According to a YouGov study, almost four in five Americans consult online reviews before making a purchase, and more than half of that group are active reviewers themselves. Separate research by Harvard Business School found a direct correlation between online reviews and revenue growth—a one-star increase in online ratings equated to a 5- to 9-percent increase in revenue.This makes racking up positive reviews a must for tour and activity businesses. But online reviews are a double-edged sword. YouGov's research found that while most reviewers left positive feedback, 32 percent of consumers visited review sites to express neutral sentiment, and 12 percent to report negative experiences.

A mix of ratings is a good thing

A study published in the Journal of Marketing analyzed around 600 books on Amazon, and found that one of the biggest influences on purchasing was not the positivity of the reviews, but their variability. In other words, if your business has 5-stars across the board, travelers will think something fishy is going on.Review site Reevoo found similar results, reporting that 30 percent of consumers who saw only positive reviews assumed there was fakery afoot.Reevoo's study went one step further and found that consumers who seek out negative reviews to inform their purchasing decisions are two-thirds more likely to purchase. CEO Richard Anson said: “Counter-intuitive as it may seem, negative user-generated content is actually one of the most effective conversion tools."None of this is to say you should seek out negative feedback, but a smattering of 3- or 4-star reviews can actually boost your customer base significantly.

Consumers trust a business more when it has a variety of reviews, not just all 5 stars

Show off your customer service

Customer service exists to solve problems—so the measure of your customer service isn't whether problems occur, it's how they're handled.Not only will you be increasing your chances of winning that guest back, you'll be increasing the odds that people reading the negative review will book with you. Market research firm Wakefield found that a customer is twice as likely to purchase if they see a good response from a company underneath a negative review, and seeing direct responses to negative reviews makes a third of consumers think a company has “great" customer service, with two-fifths saying it shows the company “really cares" about its customers. Fix a guest's problem in public and it wont go unnoticed.If that's not enough incentive, consider this: a study of online reviewers showed that after receiving a meaningful response to a negative review, one third of reviewers removed their review or updated it to be positive.

How to turn negative reviews into a positive

Monitor review sites and respond quickly

The Internet is real time, and a third of consumers expect responses from brands in less than 30 minutes.

Respond personally

A canned response isn't much better than no response at all. An overwhelming 94 percent of eCommerce and digital marketers say personalization is “critical" to success online.

Follow up elsewhere

Travel businesses are in the fortunate situation of having additional contact information for guests. More meaningful conversations can be had over the phone or via email.While it isn't the greatest feeling to receive critical feedback, you can always turn negative reviews into a positive.

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.

Last-minute travel booking is on the rise, thanks to the immediacy of the Internet age. Forty-four percent of leisure travelers and 56 percent of business travelers in the United States book at the last minute, and 34 percent of these travelers book a trip of 0 to 3 days in duration. Further proof that the majority of travelers are making plans on the go and not spending weeks mapping itineraries: 72 percent of mobile bookings on an OTA site or through an OTA app were made within one day of the stay.

‍

In fact, the last few years have seen an explosion in mobile bookings—reservations made via a smartphone or tablet—with at least 38 percent of travelers booking on a mobile device in 2014 alone. And, experts say, many travelers use their smartphones for booking last-minute hotel rooms and other travel-related purchases.

‍

What's driving this trend?

‍

Many travelers now travel on impulse. Experts at HotelTonight report on research that shows many last-minute mobile bookers are drawn to the idea of "impulse rates," where companies post deep discounts for a short period of time or run 24- or 48-hour sales and special offers to generate business. In addition, last-minute travel bookings can help travelers save some money, reports Time magazine.

‍

What last-minute travel trends mean for tour and activity operators

‍

While many of these statistics pertain to hotel bookings and related travel bookings—car rentals, shopping, etc—the fact that travelers are waiting until the last minute to create an entire trip itinerary on a smartphone gives tour and activity operators some indication of what many travelers are looking for. If you can make your online booking process extremely simple for these mobile-savvy travelers, you may be able to capture some of this market.

‍

If you can make your online booking process simple for mobile bookings, you can capture this last minute booking market

‍

Here are some ideas for marketing your offerings to the last-minute traveler:

‍

Promote last-minute travel offers

‍

Create artificial booking window "deadlines" of 24 to 48 hours so that travelers can take advantage of a last-minute deal. You could drop your rates for a certain time period or promote an exclusive offer as a "flash sale" to generate business. This may be attractive to both locals looking for something interesting to do and travelers who are in town for a few days and are feeling spontaneous. Promote this offer on your website, social media sites like Facebook and Twitter, and also via email newsletters to your subscriber base throughout the year.

‍

Extend a discount for online bookings

‍

If you offer the option of booking over the phone and online, encourage more travelers to book their reservation online and receive a discount. This can attract tech-savvy travelers who are shopping for last-minute deals, and also encourage more traditional travelers to try the online booking process. Using an online booking system, such as Peek Pro, makes it easy to create promo codes that customers can redeem online during checkout. You can set custom pricing for group discounts and large parties.

‍

Promote the value of single-day trips

‍

Put the spotlight on tours and activities that are of a shorter length to promote the idea that travelers or visitors looking for something fun to do in an afternoon or early morning can head to your venue for a unique experience. For example, you could promote your one-hour sunset boat tour or a two-hour beginner's kayaking course to guests who are only in the area for a day or two. Highlight the fact that these are single-day experiences and perfect for locals and last-minute travelers on your website or on social media sites. Those shopping around for a fun activity for a single day may be more keen to book something like this since they do not need to create a complex itinerary or do too much planning.

‍

As more travelers become reliant on their mobile device to book travel and are comfortable with booking trips at the last minute, you can position your company as the perfect addition to the guest's travel plans. Offering online booking options and catering to the demands of travelers looking for local activities at the last minute could help you generate more revenue each season.

‍

Read about Zipline Utah and their success story moving onto an online booking system

Business travelers are increasingly mixing business with leisure. Today's business traveler is no longer limiting their business trip to a flight and hotel stay. Now, whether they're traveling to attend a conference or making a trip to settle a contract, these "bleisure" travelers are finding new ways to make the most of their business trips. In some cases, these travelers are even going as far as bringing the family along to enjoy the destination to make it a memorable vacation.This type of "bleisure travel" is becoming so common that Fortune magazine pointed to it as one of the emerging travel trends to watch in 2016. The New York Times even reported that 47 percent of American business travelers added leisure days to at least one of their business trips.These emerging trends open up several revenue opportunities for tour and activity operators. Here's a closer look at this trend and some ways tour and activity operators can market to today's bleisure traveler:

Emerging Business Traveler Trends

Many of today's entrepreneurs and business owners establish rapport with clients, prospects, and business partners by planning events or outings. The golf meeting is no longer the norm as business meetings can take place over a yoga retreat, farm-to-table dinner experience, or even a kitesurfing or paddleboarding excursion. According to Entrepreneur magazine, “outdoor adventures are becoming the new golf for business." Instead of organizing luncheons and other special events at a country club, the new generation of business owners are busy organizing mountain biking adventures and other outdoor activities. “Business is now being made personal," reports author Lisa Evans.Another trend is to extend the business trip for personal reasons. According to The Bleisure Report from BridgeStreet Global Hospitality, almost 80 percent of business travelers are open to the idea of adding more leisure activities to their trip, and 73 percent believe bleisure opportunities benefit them as an employee.So whether it's making connections with clients or getting the most out of their destination, it's clear that the majority of business travelers are interested in enjoying a few leisure experiences outside of company time during their trip.

Marketing Tips and Strategies for Bleisure Travelers

As a tour and activity operator, there are several ways you can position yourself as a prime destination or activity of choice when business travelers—or their travel planners—are mapping out the itinerary.

Make Yourself Known to Travel Planners

Reach out to corporate event planners and business travel agents to make sure they are aware your business exists and what types of packages and activities you offer—these are the decision makers for many a business traveler, and are in charge of recommending or suggesting various tours and activities to round out their client's visit. Making contact with these individuals and sending them marketing materials, such as brochures, flyers, or website information, can help you stay "top of mind" as they pull together suggested itineraries for their corporate clients.

Connect with Human Resources Departments

Business owners and managers in charge of organizing employee retreats may also be interested in incorporating tours and activities you offer as part of their quarterly excursion or annual getaway. Reach out to a company's human resources department to find out who is in charge of planning events and activities for the company. You can send marketing materials via snail mail or email your website and contact information with group pricing and package options available. Set up group pricing and tiered pricing options using an online booking software program, such as Peek Pro to streamline the booking process for multiple guests.

Offer Convenient Online Booking Options

According to The Bleisure Report, 50 percent of those surveyed would add on two or more days to their business trip. A single-day excursion at your venue, such as a kayaking adventure, mountain hiking experience, or a full-day horseback riding tour could be the perfect addition to these travelers' itineraries. Make it easy for these travelers to book a full-day activity or multiple activities as a package by offering online booking options on your website with customizable itineraries. You can make use of add-on features at checkout to include additional tours or activities, or extended tours and activities priced at 30-minute or 60-minute increments. Giving travelers the option to customize their itinerary can make trip planning that much easier—and make your company an attractive option during the trip planning process.

A single day excursion at your venue could be the perfect addition to these bleisure traveler's itineraries

Promote Couples Packages and Last-Minute Offers

According to an Orbitz trend report, 43 percent of American business travelers had a significant other accompany them on a business trip. Many business travelers may be looking for ways to spend some quality time with their significant other during this trip, which means tour and activity operators that offer special packages for couples or even discounts on last-minute bookings for those who are searching for things to do in the area may be able to capture this market. You can promote couples packages on your website, and promote last-minute booking options for those who may be searching for local activities at the last minute.Whether you offer group excursions targeting corporate event planners or promote couples packages for business travelers traveling with a significant other, there are several ways to tap into the bleisure travel market. Use these tips to fill your calendar and maximize revenue opportunities throughout the year.

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.