So your tour and activity business is thriving. You have multiple locations up and running, a recognizable brand in various markets, and a competent team set up to keep things ticking along at a steady pace. But as executives, there's never a time to rest on your well-earned laurels. There's always something—whether it's smoothing over divots in operations, tinkering your marketing strategy, or brushing up on new demands and trends in your industry—to help both attract more customers to grow your revenues and to improve your reputation.Whether you oversee kayaking tours at multiple locations, offer sailing tours to the luxury market, or coordinate several themed adventure tours at popular vacation destinations, here are 10 ways travel executives can grow their tour and activity business in any season.

1. Position yourself as an authority in your industry.

Sharing your business knowledge and setting yourself apart from the competition as a leader in the industry can help you increase visibility to potential customers. This might take the form of speaking about the state of travel marketing at a conference or by crafting and sharing blog posts on LinkedIn.Anybody who searches for the CEO's name or does some basic online research about your company will find a variety of blog posts or media, such as video clips, podcasts, or even self-published books, that demonstrate credibility and trustworthiness. This can be a valuable asset to any CEO looking to expand their reach and build a strong online presence. Customers conducting an online search for the CEO's name are likely to form an opinion based on what they see on the first page of Google search results, and that first page gets 79 percent of all clicks. (We shared several tips on how to develop a stronger online presence in this blog post: How Tour and Activity CEOs Can Be a Trusted Expert in the Industry.)

2. Stay relevant by offering tours aligned with travel trends.

Catering to the needs of today's travelers involve staying abreast of the latest travel trends and travel booking behavior. For example, recent research from Bing reveals how millennial and Baby Boomers are prime markets for experiential and adventure travel. The latest statistics reveal 62 percent of millennials plan shorter trips (five days or fewer), which means many will be interested in single-day or weekend experiences. According to AARP's Travel Research: 2015 Boomer Travel Trends, Boomers and mature travelers are expected to spend $120 billion on leisure travel and 57 percent are doing so to “get away from normal, everyday life."You can cater to both of these markets by focusing on the experiences you offer and promoting the value of adventurous getaways. To do this effectively, consider modifying your offerings and marketing strategies to communicate the concept of unique—even customizable—experiences. Whether this takes the form of creating and promoting seasonal getaway packages or customized itineraries for single-day visits, the idea is to make your tour or activity an attractive "bucket list" activity for guests with a strong focus on the experience.

3. Expand your marketing reach.

Don't limit your marketing efforts to target customers that are interested in booking a summer vacation or planning an itinerary for the holidays. Some travelers who are already near your property for other reasons—a family reunion, a wedding that demands an extended stay, or even a sightseeing tour of the area—may be seeking out local deals and activities to enhance their trip.According to a report from Expedia Media Solutions and comScore, mobile bookings account for more than 70 percent of all travel booked, and more than 40 percent of family and luxury travelers turn to their smartphones when searching for last-minute activities during their trip. This means that you can not only market to a traveler during the trip-planning stage, but also tailor your marketing efforts to those who are already at your location.Have your marketing team come up with creative ideas to position yourself in front of these travelers. This could take the form of local marketing campaigns, connecting with local travel companies that may be able to cross-promote your offerings, or even Facebook advertising and pay-per-click advertising campaigns.

4. Use booking software data and statistics to your advantage.

Statistic Brain reveals more than 57 percent of all travel reservations,including those for tours and activities, are made using the Internet. Another 54 percent of travelers surveyed by Carlson Wagonlit Travel reported that booking online is faster than contacting a travel counselor directly, and 46 percent say booking online is simpler. If you're accommodating for these tech-savvy travelers by offering online booking options through your website, mobile site, and even on your Facebook page, use their data for future marketing campaigns.For example, if you find that you get an influx of Facebook activity or mobile bookings right around Christmas and New Year's when people are looking for last-minute gift ideas, you may want to promote gift cards and winter getaway packages leading up to prime shopping season. You can also monitor booking trends using the backend of your software program to determine when your peak and slow booking seasons are—and engineer your marketing campaigns around those times to maximize bookings.

5. Create or maintain a customer retention strategy.

In this blog post about ways to grow your business quickly, Siimon Reynolds, a mentor to business leaders around the world, explains that one of the three main areas of business a CEO should focus on is how to get customers to purchase again. If you want to keep your reservations calendars full every season, don't overlook the value of marketing to past customers to encourage them to come back for another experience.Tap into the database to determine whether the visitor is a return customer, a new customer, and if they have noted that they are celebrating a special occasion or are interested in learning something new by signing up for an introductory class or similar. Encourage staff members to pay attention to these details so they can greet these customers using this knowledge—a birthday greeting upon arrival, asking about the customer's last visit and what they are looking forward to this time, or a complimentary souvenir for those signing up for a class are a few personal touches that can set your company apart from the rest.You could also use customer data for your email marketing campaigns. Segment your email list by number of visits, age group, or special interests so you can send custom campaigns that encourage the customer to come back. You could reach out to these customers at least once a month to stay in touch, extend a return customer discount, or announce a special offer or last-minute booking special to generate repeat business.

6. Set yourself apart by offering personalized experiences with a personal touch.

An interview with American Express Travel for Travel Market Report reveals more than two-thirds of travel agents surveyed spend the majority of their time creating customized itineraries for travelers that are more than willing to splurge on travel enhancements, such as on-trip activities. Consumers are looking for more personalized tours where they can enjoy a unique experience and are willing to pay for "bragging rights"— experiences that nobody else or very few fellow travelers have had.Your company can capitalize on these trends by offering special, themed experiences or customization options where the traveler can create their own multi-activity itinerary, take advantage of add-ons such as workshops or classes, and enjoy a more intimate experience with tour guides and fellow travelers.

7. Run website checks regularly to cater to a cross-device world.

If the booking process is compromised because of slow load web page load times or you have a site that is difficult to navigate, you may lose customers without having the chance to introduce yourself.Consider that your typical traveler isn't only jumping on the web via their desktop computer to research options anymore—many travelers now use their mobile devices, such as a smartphone or iPad, to plan and research their trips. eMarketer reveals six in 10 leisure travelers turn to search engines and book travel across multiple devices these days. Making sure your guests can access a mobile-ready version of your site and even book their reservation using their smartphone or mobile device can keep you one step ahead of your competition.Testing your site across multiple devices and making sure both your desktop version and mobile version are easy to navigate on all browsers is an important step—especially if you have recently updated your site with new content images, video, or other media. Make sure your web development team and other team members are running tests regularly and reporting any site issues that may be compromising the booking process.

8. Take advantage of paid search advertising opportunities.

Showing up on the top search results is more important than ever since most customers now turn to the web to research options. Search Engine Watch reports on recent studies that indicate 67 percent of the buyer's journey is now done over the web. Pay-per-click (PPC) advertising means your ads will run on major search engine results pages and you can fine-tune your efforts to target a certain demographic.Your online marketing team and online advertising manager should be able to provide reports on keyword data that is bringing traffic to your site and information on PPC advertising options that will perform best based on your goals. Take the time to schedule meetings with this department to determine which ads need to run at any given time, how much of your budget to allocate to paid search, and monitor performance regularly to ensure your ads are getting the clicks you need.

9. Maintain a positive brand reputation online.

What does your company look like to someone who has never visited your website before or knows nothing about you? More than two-thirds of consumers trust online reviews as much as personal recommendations, which means any indications of unhappy customers can damage your reputation.Make sure you have a team or a manager in charge of monitoring your online brand reputation so that appropriate parties can take action immediately. The goal is to quell any negative comments and address low ratings at the earliest opportunity. You can also make sure your company stands apart from the rest by promoting any positive feedback your receive and taking steps to rectify the situation when a customer is unhappy. (We shared some tips on how to handle negative reviews online here.)

10. Boost marketing and advertising efforts in the right seasons.

You probably already have a clear understanding of your travel market's peak and off-peak travel seasons. Consider that many travelers are more likely to book travel a few months before peak season since they are in "buying" or "research" mode. WordStream reports that December through January are the prime months for winter travel and June through August are prime months for summer travel. This means your marketing strategies to target winter and summer travelers may need to be developed and executed at least two to three months before prime travel season. You could create seasonal specials or promote your company and offerings more aggressively during these months to capture the market right around seasonal peaks.From reaching out to certain travelers with targeted marketing campaigns to maintaining a positive brand reputation online, there are several ways CEOs of tour and activity companies can generate more revenue and improve business operations overall. Use these tips and strategies to boost revenue and build your business steadily throughout the year.

The mindset of what it means to travel is ever-evolving. In recent years, the term has morphed to include more local experiences—area residents looking for a break from their usual routine and environments interested in booking a tour or activity with your company, giving them an opportunity to enjoy some much-needed time off without having to pay a premium for a vacation. In fact, searches for "staycation" have been up 10 percent year after year from 2011 to 2014, according to recent Google Trends data.A staycation—a word derived from "stay" and "vacation"—is a getaway that doesn't really involve getting away too far physically, but still affords the option to break away for the day to enjoy something new. A day's itinerary for a family or individual on a staycation might include eating at a new restaurant, heading to a museum or art gallery, spending the day at a local festival, or trying a new outdoor adventure.Here is a closer look about why the future of travel includes these local experiences.

An Emerging Travel Trend

Going on vacation without paying a high price for the trip may be one of the biggest drivers of local travel. Forbes shared some tips on saving on summer travel airfare in 2013, pointing out how the high cost of travel can put a dent in any family's budget. A survey conducted by American Express revealed that the average cost of a vacation is $1,180 per person. This includes the cost of airfare, transportation, meals, and vacation-based spending.Budget-conscious travelers could easily pare down those travel bills by eliminating a flight and transportation costs, and limiting vacation-based spending the bare minimum. And many are doing just that by planning a staycation instead of an exotic getaway or out-of-state trip.White Hutchinson Leisure & Learning Group dug deep into the latest U.S. Bureau of Labor Statistics data to review the trend of local spending based on results of the Consumer Expenditure Survey. This survey provides a breakdown of the average U.S. household's spending, including trips and entertainment. The company found that the staycation trend does exist—community-based spending, or spending that might qualify as spending for a staycation, represented 56 percent of all out-of-home entertainment spending in 2000 and jumped to 66 percent in 2009. The recession may have spurred this trend, according to the experts at White Hutchinson.

How and Why Travelers Benefit from Staying Local

Staying local affords many benefits to the typical traveler. Here are some key benefits of staying local.

Saves Money

Many travelers opt for a staycation to save money. Fluctuating flight prices and the extra costs associated with traveling with young children or pets can put a strain on the typical traveler's budget. Staying local means there is no need to book a flight, hotel stay, or even a car rental. The traveler can use their preferred method of transportation and even pack their own meals if they want to save on the cost of food for the day.

Less Time Off Work

Staying local means there won't be a need to take time off work. The traveler can save their paid-time-off days for another occasion, and instead make the most of a long weekend to enjoy a refreshing break. Eliminating long travel times to and from a destination and the stress of getting situated in a new city means the traveler can make the most of the core experience—their kayaking adventure, a hiking trip, a fishing excursion, or a boating tour.

More Customization Options

Customers who decide to take the lead on booking their own travel may turn to companies that allow them to book online. This allows for plenty of customization, especially if the tour or activity operator is using an online booking program like Peek Pro, which allows the customer to see available travel dates on a real-time calendar and take advantage of add-on services during the checkout process.

Less Stressful and Family-Friendly Trips

Parents traveling with young children or teens may find traveling more stressful than enjoyable—especially if it's the kids' first time on the road or the family is heading to a destination that doesn't appeal to everybody. Planning something local means everyone in the travel party will already be familiar with the area and parents don't need to worry about long hours keeping kids entertained at the airport, on a long road trip, or anywhere from else along the journey. This can make for a more relaxing retreat for all members of the traveling party and eliminate much of the stress and hassle of planning a family vacation.

Marketing to Local Travelers

Tour and activity operators can tap into the local market and demand for staycations in a number of ways.Promote staycation packages. Run specials specifically for local residents requiring a proof of residency in the form of a driver's license or a document with their current address to validate the promotion.Connect with local merchants and organizations. Be more visible in your local community by making yourself known to complementary businesses via social media and making sure they now you offer packages and experiences specifically for locals. This can help you promote your business indirectly while helping you stay connected to your community.Get featured in local media. Invite members of the local media to experience your tour or activity in case they want to talk about it for a feature story or spotlight your business in a directory or other publication.As demand for staycations steady increases and more travelers seek out experiences in their own backyard, tour and activity travelers may need to modify their approach when promoting their offerings online and offline. Travelers on tight budgets may be keen on seeking out local experiences to create their own itineraries. The future of travel is local, so you'll need to position your company as the ideal destination for those planning a staycation.

The wellness tourism market is a huge pie that's perfect for tour and activity operators to slice into. Global wellness tourism has risen to become a nearly $500 billion market, according to the Global Wellness Summit. While this industry includes mind and body retreats, in also encompasses fitness vacations and adventure travel focused around improving a sense of well-being or improving life balance.Tour and activity operators can take advantage of this demand for health and wellness-oriented vacations by offering experiences that focus on healthy living or recreational activities for a more balanced life—guided hiking adventures, rainforest excursions, half-day biking tours, and boating trips are just a few experiential travel options for travelers in need of that much-needed escape to restore work-life balance.Here's a closer look at the ongoing demand for active tourism and a few ways tour and activity operators can capitalize on this emerging trend:

Understanding The Adventure Tourism Market

A Adventure Tourism Market Study, conducted by George Washington University and the Adventure Travel Trade Association, revealed several emerging trends among adventure travelers around the globe. One key finding relevant to tour and activity companies: adventure travelers were much more likely to turn to guides, tour operators, and instructors to plan their trip. According to the study, during their previous trips, 22 percent of adventure travelers used a guide, 18 percent turned to a tour operator, and 13 percent used an instructor.So positioning your business as an authority in adventure trip planning and understanding this demographic better can help you generate more business from this highly active market each season.

Position your business as an authority in adventure trip planning to generate more business

Some other takeaways from this study:

• Adventure travelers turn to social media and consult friends and family only when researching different options
• 78 percent of adventure travelers use Facebook

• Adventure travelers cited relaxation, exploring new places, spending time with family, and learning about different cultures as most important to their travel experiences.

Organized Adventure Activities and Fitness Retreats

Whether you're a kayak tour operator or sell biking tours, consider creating special packages and exclusive experiences specifically for the wellness traveler or adventure seeker. Organized group trips, seasonal retreats, and fitness-oriented programs may be attractive to travelers looking for activities that support their healthy lifestyle. You could offer seasonal packages based around a certain theme, such as winter getaways, back-to-school retreats, or even holiday escape packages.Another option is to focus on the health benefits of vacations. The U.S. Travel Association reports that leisure contributes to overall well-being and has positive effects on both physical and mental health. In addition, an annual vacation can cut a person's risk of a heart attack by 50 percent. So you can appeal to the wellness market by promoting your activities and experiences as a way to reap health and wellness benefits.

A few ideas for tour and activity operators:

• A multi-day whitewater rafting excursion during peak season, such as the wilderness journeys offered by Rafting the West
• A biking and camping weekend package, such as the overnight biking tours offered by Trek Travel
• A meditation and fitness retreat for hiking enthusiasts, such as the fitness, yoga, and wellness programs offered by Mountain Trek
• Rainforest preservation and education treks for nature enthusiasts, such as the volunteer and educational excursions offered by Responsible Travel
• A sailing adventure with yoga experience, such as the sailboat journeys by Sailing Collective
• Mountain biking and camping adventures, such as the tours offered by Northwest Adventure Tours

Relaxation Getaways

But high-energy activities aren't the only way to tap into this trend. There's also an ongoing demand for relaxation getaway—trips planned around stress reduction, pampering, and an escape from the hustle and bustle. Spafinder reports on the growing demand for traveling to "destination spas," where guests travel to a resort or hotel specifically for wellness-immersive retreats and activities. The International Spa Association defines destinations spas as properties "with the primary purpose of guiding individuals to develop healthy habits."From weight loss bootcamps to meditation retreats, these destinations cater to wellness travelers with a variety of activities that complement their healthy lifestyle message. Consider that many of these spas and resort destinations will be looking for local activity providers when putting together their programming. If you offer tours or activities that may complement a destination spa's program—yoga classes or healthy eating cooking classes, for instance—consider reaching out to offer discounted pricing or exclusive packages for spa guests. This can be a simple and effective way to co-market your business and generate referrals throughout the year.

Promoting Your Healthy Living or Wellness Message

Statistics from the aforementioned Adventure Travel Market Study and MDG Advertising confirm that many travelers turn to social media to research travel options—52 percent of travelers use social media to find vacation inspiration and 29 percent count on Facebook for trip planning ideas. A study by Google and Ipsos MediaCT found that two out of three U.S. consumers watch online travel videos when thinking about a trip. You can take advantage of these trends by posting videos or video testimonials about your business on your website and social media sites.Whether you're promoting specific wellness activities and packages, or sharing photos and videos of adventure experiences, the goal is to engage social media users on their favorite platforms. Consider adding an online booking option on your website and Facebook page so that interested travelers can complete their reservation without even making a phone call. With platforms like Peek Pro, you can set up a secure online booking checkout process and also follow up with the guest with an automated email confirmation.As more travelers seek out leisure activities to de-stress and keep up with their healthy lifestyle, tour and activity operators can appeal to this growing market by promoting their adventure activities and opportunities for planning an escape. Whether you sell land or water-based excursions, consider tailoring some of your marketing efforts specifically for wellness and fitness travelers.

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+

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.