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.

Repeat customers don't just help keep your calendar filled, they also help your bottom line: 70 percent of companies report that it's much cheaper to retain a customer than it is to acquire a new one, according to econsultancy's Cross-channel Marketing Report 2013. So it's easy to see why "relationship marketing" — activities that help you stay connected to existing customers and help you maintain a positive relationship — is more important than ever.Here are 10 ways tour and activity operators can get more repeat customers throughout the year.

1. Deliver Exceptional Customer Service

You want every customer to have an unforgettable experience and talk positively about your company. Research from NewVoiceMedia reveals 93 percent of customers will take action following inadequate service, and 34 percent would go as far as taking revenge by posting a review online. Take the time to train staff to handle all types of customer issues or guest complaints effectively so that you aren't working extra hard to do some damage control after a customer is upset or disgruntled. This might be something as offering a complimentary upgrade if the guest had problems booking their reservation.

To prevent customers becoming disgruntled during the booking process, put yourself in the customer's shoes as you walk through the booking process.

To prevent customers becoming disgruntled during the booking process, put yourself in the customer's shoes as you walk through the booking process. Make sure they have everything they need to confirm a booking — a reservation confirmation and "thank you" email leading up to their trip can open up the lines of communication and help a guest feel like they are being taken care of. If you offer online booking options, make sure the checkout process is as seamless as possible so that you don't lose guests because of technical issues.

2. Offer Referral Bonuses

Encourage guests to be loyal customers by offering a discount for referring a friend. You can either extend a discount on a reservation for bringing a friend on the next visit, or ask guests to share who referred them to your business and send a handwritten "thank you" card or email to the referring guest with an exclusive discount or complimentary upgrade offer for their next visit. Upgrade offers might include an extended kayaking rental, for example, or an invitation to a class or workshop after a foodie tour. Make sure guests know that they can earn a referral bonus before they leave for the day and follow up with an email reminder to prompt them to share their experience with friends, coworkers, and acquaintances. Guests who know they are going to get a gift or upgrade in return for referring you may be eager to re-book.

3. Host Private Parties and Exclusive Events

Even though many visitors will be one-time guests just trying out a new experience or activity because they were in the area, others may be locals or interested in coming back each season. Consider hosting a private party or other exclusive events for loyal customers. Locals, especially, may be interested in socializing with other like-minded travel and adventure enthusiasts or taking part in a group outing led by one of your lead guides. These types of events build rapport and may create a sense of community around your business.

4. Extend Exclusive Offers for Returning Guests

Maintaining digital records can help you identify which customers are most loyal and what their favorite activities are. Using an online booking software program, such as Peek Pro, allows you keep track of all customers in your database with details about their past purchases and number of visits throughout the year. Segment your customers for a separate email list so you can send them an exclusive offer as a loyal guest — not just those who refer a friend or bring someone along. You could offer a 10 to 25 percent discount on their next booking for a certain time period to fill up empty spaces in your calendar. Or, you could create a special seasonal package or offer to encourage them to book on their next visit.

5. Connect with Guests on Social Media

Maintaining an active presence on social media sites and making the effort to reach out to fans and followers, in the form of contests or by promoting a return guest discount, can encourage non-traveling guests to keep in touch with your company.Make sure to share or retweet posts by guests that mention your company or photos of your activity — this not only generates goodwill between you and your customer but also allows you to subtly market and promote your business to both your fans and followers — and the guest's fans and followers. For example, Doolin Ferry, which offers cruises to The Aran Islands and Cliffs of Moher, shared a guest's photo on Instagram and thanked them for the photo and visit within the comments. This is a great way to acknowledge a guest publicly and promote the company. Pro tip: Tag or mention the guest's username or social media handle to get their attention.

6. Send Postcards in the Mail

Allocating some of your marketing efforts, such as sending postcards, to existing guests can keep you top of mind with previous guests.According to the Direct Marketing Association, more than 52 percent of customers report that they will read a postcard in the mail and more than 23 percent ill respond to the postcard if it is relevant to them. If you are putting together your marketing budget for the year, consider sending postcards to existing customers as a way to lure them back for another visit. You could attach a coupon or promo code to the postcard to prompt a booking or simply send a postcard about some of the latest tours and activities of the season.

7. Send Emails throughout the Year

Nurturing existing customers via email can be a very effective way to generate repeat customers. According to research by Gigaom, 56 percent of marketers found email marketing to be the most effective for customer retention in 2014. If you're using an online booking software program that automatically captures the guest's email address and contact information for its database, you can set up customized email blasts specifically for returning guests that invite them back for another tour or activity, share information about new packages, or to issue a discount code or coupon for their next visit. The goal is to keep the guest interested in all of your offerings so they think of you first when making their travel plans.

8. Offer Customization Options

No matter how unique your tour or activity experience may be, you want guests to walk away with the intention of coming back again soon. Customizing the guest experience can make you stand apart from the competition and keep guests interested in trying something new next time.The experts at Fusion, a team dedicated to optimizing customer experiences, point out that customers want to buy more but will refrain to do so when it's inconvenient — your job is to present an offer that appeals to your guest and is also easy to take advantage of. Give guests the option to customize their experiences at every opportunity, whether that's by providing the option to purchase add-ons at checkout or upgrade to a premium experience.You can set up this level of customization by using an online booking software program, such as Peek Pro. The Peek Pro platform allows you to create add-ons for different tours and activities so that it appears on the checkout page. You could also create custom packages for guests that may be celebrating a special event, such as a birthday or an anniversary during their visit.

9. Keep an Eye on the Competition

Whether your company specializes in boat tours and excursions or you offer ghost tours, keep tabs on what your competition is offering and their pricing strategy. Staying up-to-date on your competitors can help you stay one step ahead of the game when creating special packages and offerings for the upcoming season. Even if you are in a position where you can't offer exactly what they offer, you can take steps to emphasize the value you provide and focus on creating personalized experiences for all your guests.For example, you could personalize your marketing efforts by sharing testimonials and reviews from recent guests. You could share a few words from the captain or owner in the form of a short video, or put together a gallery of behind-the-scenes footage from one of your tours to share on social media sites. This sets you apart from the competition and can pique the interest of former customers who are planning their next trip.

10. Send a Thank You Card by Mail

Even though it's easy to connect with guests via social media and email in the digital age, stand apart from other businesses with an old-fashioned approach — sending a "thank you" card via snail mail. Saying thank you is a simple way to show your appreciation for the guest and you don't eve have to extend an offer or promote anything at this stage. The Leaky Bathtub points out that handwritten cards have maximum impact. The goal is to show you care and sincerely thank the guest for their visit. It's a personal touch that many travelers will appreciate and most importantly, will remember you for.From offering a referral bonus to connecting with guests on social media, there are several ways to generate more repeat customers for your tours and activities business. Use these tip and strategies to keep your booking calendar full season after season.

There's a whole segment of the travel market beginning to ripen: business travel. This segment of the market is expected to increase by 1.7 percent in volume within the United States by the end of 2015, which is more than previously expected, reports the Global Business Travel Association. The GBTA also reports business travel spending will increase 3.1 percent in 2015, which means more business travelers may be interested in adding tours and activities to their itinerary. This provides tour and activity operators a larger market—that's looking to spend money—to which they can offer everything from corporate events and team-building activities to custom packages for local business groups.Here are some ways tour and activity operators can cater to the growing business traveler market.

Offer Corporate Rates and Discounts

Subtle discounts can help entice larger groups of corporate groups who need to rent out more than 10 units at a time. Set up tiered pricing for group travelers through an online booking software program. Create different pricing schedules based on the number of travelers, type of rental, and even the season to make the booking process as seamless as possible.

Run Corporate Specials Throughout the Year

If you've hit a slower season or know that you have large gaps in your calendar coming up, offer corporate specials to encourage group bookings. Get the word out by sending out invitations to human resource departments and corporate travel agencies in the area to promote your business, in addition to sharing corporate discounts and specials on social media platforms like Facebook and Twitter.The goal is to promote the options for booking group travel at your location and targeting businesses, corporations, and groups that are busy planning corporate retreats and other adventures. Make sure any listings on local sites, such as the chamber of commerce or other directories, include information about your group rates for corporate travelers.

Ask Customers for Referrals

If you're hosting a corporate retreat or any type of group events, make sure your visitors know they can earn a discount for referring their coworkers.

If you're hosting a corporate retreat or any type of group events, make sure your visitors know they can earn a discount for referring their coworkers.

Following up with an email within a week of their visit could encourage guests to share their experience by referring coworkers and business contacts. Schedule all follow-up emails and send customized referral request emails with online booking software, such as Peek Pro. A follow-up email is the perfect way to say thank you for their business and can help you connect with more business travelers looking for something to do on their next visit to the area.

Invite Business Groups on Meetup

Meetup can actually be a powerful tool in this arena. Reach out to local business networking groups and small business workshop organizers that may be looking for some new ideas for group activities. Many of these groups are listed on Meetup and are always posting activities that group members can sign up for together. You could encourage the group organizer to host an event at your location as one of the get-togethers of the year. For example, the Women Global Leadership Initiative Meetup group in San Francisco, C.A., brings together business leaders for speaking events, yoga retreats, art walks, and other activities throughout the year.Whether you offer canoe tours, stand up paddleboarding adventures, surf lessons, or foodie tours, contact a Meetup group organizer to introduce your business and extend an invitation to schedule an event. Another option is to sponsor a Meetup group to promote your business and generate some interest in what you have to offer to all group members.

Host Wellness Events for Corporate Travelers

The Travel Market Report predicted wellness travel among both business and leisure travelers would be a leading travel trend in 2014 and beyond. They predict that more people will begin to schedule wellness vacations every year, "for the betterment of body, mind, and soul."Many corporate travelers are interested in work-life balance while on the road, or may be simply looking for a new way to spend their time off. If you offer outdoor adventures and activities, such as bike tours, kayaking adventures, or even boating excursions, considering hosting wellness retreats at your location where busy and stressed-out travelers can enjoy a new experience and relax in the great outdoors. You might even consider partnering up with a local company that specializes in wellness activities, such as a yoga instructor, massage therapist, or other alternative medicine healthcare provider to offer services at your location or their clinic or office as part of a complete wellness package.From setting up special pricing for group business travelers to hosting special events throughout the year, there are several ways to cater to the growing business traveler market. Use these tips and marketing strategies to book more business travelers this season.See How Peek's Online Booking Software Can Help Grow Your Business

The vast majority of social media users — 80 percent, to be exact — prefer to connect with brands through Facebook, according to HubSpot's State of Inbound Marketing report. On top of that, the same report shows that social media has a 100-percent higher lead-to-close rate than outbound marketing efforts. In other words, Facebook is one of the best tools you can be using to generate more bookings for you business. So start sharpening that tool by honing in on your Facebook marketing efforts and fine-tuning your page with fresh, relevant content.To ensure you take the correct approach to this social media platform, here are six Facebook marketing mistakes tour and activity operators need to avoid.

1. Not Responding to Posts and Comments

Unlike, say email marketing, Facebook provides a golden opportunity to not only reach potential customers, but to fully interact and engage them. Don't view Facebook as a mega-phone from which you shout to be heard more. Think of it more as a two-way radio that allows both you and potential customers to let one another know what's happening. In other words, in addition to posting timely content, take the time to check in to see how your fans are responding, commenting on and liking anything your fans post.Keep in mind that people may post both positive and negative comments on your page so it pays to pay attention — SproutSocial.com reports 71 percent of complaints on social media are made on Facebook alone. Your customers could be complaining about anything from technical issues with the website, a bad tour or activity experience, or just sharing a photo of a great experience they had with one of your tour guides. Your goal (as we've detailed) is to acknowledge their comments professionally and take steps to resolve a bad situation if necessary.

What You Can Do:

Get into a routine of monitoring your Facebook page regularly and responding to comments or questions promptly — preferably within the hour, as 42 percent of customers complaining on social media expect a 60-minute response time, according to Convince&Convert. You could delegate all Facebook tasks to a single employee or manage the account yourself by subscribing to all activity via email.

2. Posting Too Frequently

While you may have something to say or share with your Facebook fans on a daily basis — and even multiple times a day — refrain from posting too frequently just to get something out there. Peter Shankman, author of Customer Service: New Rules for a Social Media World, tells Mashable that it's best to limit the number of Facebook posts if you really want to engage your audience. He also advises against being repetitive. Posting the same photos, updates, or videos just to engage your audience could make some of your fans block your page or unfollow you entirely.

What You Can Do:

Plan on posting between five and 10 posts per week, say the experts at Socialbakers. If you find yourself posting fewer than two posts a week, you might struggle to fully engage with your audience. On the flip-side, posting more than twice per day can make you lose your audience. In addition, change up the types of content you post so that you don't bore your audience. Pacific Rainforest Adventure Tours does a great job with this by posting a variety of content including articles, random photos from various tours, videos, and non-visual content. La Jolla Kayak invites guests to join the fun on various adventures by posting photos and a brief intro to the tour experiences they offer. The combination of strong visuals and creative copy makes it an interesting page to follow.

3. Posting at the Wrong Time

Do you time your posts throughout the week or just update your page randomly on any day and at any time? Maximize your Facebook marketing efforts by making sure you post when the majority of users are actually online and tuning in to their Facebook newsfeed.

Maximize your Facebook marketing efforts by making sure you post when the majority of users are actually online and tuning in to their Facebook newsfeed.

The bit.ly blog reports that the highest traffic occurs in the middle of the week between 1 p.m. and 3 p.m., and it's best to avoid posting on weekends since fewer people are on Facebook on those days.

What You Can Do:

Whether you manually post your updates or use scheduling programs like HootSuite to automate the entire process, make sure your most interesting and important posts go live during the late afternoons on weekdays. You want to generate as much interest from prospective customers and existing fans as possible. Updating your page during these times with video clips of tours you offer, high-quality photos, or simple messages spotlighting a tour or activity could help you drive more traffic to your website and increase your bookings.

4. Neglecting to Use the Facebook Reviews Feature

According to Stikky Media, 70 percent of global consumers say online consumer reviews are the second most trusted form of advertising — with word-of-mouth and recommendations from friends and family being the first. When it comes to Facebook, people may be more likely to tune in to what you have to offer when they see positive reviews posted by friends or a list of glowing reviews from satisfied guests.Facebook offers businesses the option to maintain a reviews section on its page where fans can give you a star rating and write about their experience. This is an adaptation of the former "Testimonials" tab that was adopted by many companies a few years ago. Marketing Sherpa reports on how Costa Rican Vacations took full advantage of this feature and acquired more than 200 testimonials as a result. Since the reviews and ratings are posted publicly, the review gets posted not only on your page, but also appears in the guest's news feed where their friends and fans can see them.

What You Can Do:

Make sure you turn on the Reviews feature and encourage guests to post a Facebook review after their visit. You could even send a link to your Facebook page in a follow up email encouraging the guest to write a review and offer incentives to those who do participate. We shared some tips on how to ask for online reviews without annoying your customers here.

5. Only Posting Your Own Content

Consider how many guests take pictures during a tour and post them to social media. You can encourage guests to share those photos with you or tag your company on their public posts so you can share them on your page as well. The Tourism Australia social media team has made full use of user-generated content to attract a following of more than 4 million Facebook fans. They treat their fans as brand ambassadors and encourage people to share their best photos to promote them on their social media channels.

What You Can Do:

Showcase user-generated content regularly, such as fan photos and video clips. Make sure to tag the guest who shared that piece of content so they are eager to share their moment in the spotlight with friends and social connections on their own. This is a great way to promote your business and show your guests you care about their experience.

6. Neglecting to Offer Booking Options Directly Through Facebook

When you've worked so hard to capture your audience's attention and keep them engaged, make sure it's equally as easy for your audience to go ahead and book that exciting tour or activity with your company.Rainforest Adventures has set up a Facebook Store with a highly-visible "Book Online Now" tab redirecting visitors to a checkout page after selecting from different products and options. You can set up something similar so that Facebook fans and visitors interested in what you have to offer do not have to click through to your main website to book.

What You Can Do:

Use an online booking software program to coordinate all online bookings so that interested guests can just click through and make their reservation without a hitch. You can list all of your popular tours and packages right on your Facebook page and connect the checkout process to the online booking software program for a seamless checkout experience.

Final Thoughts

Facebook can be one of the most valuable social marketing tools available for your tours and activity business. Make sure you're taking full advantage of its features and creating a high-impact marketing strategy that generates more bookings season after season.