The tourism industry is a series of ebbs and flows, as different trend rise and fall. And right now, if you're a tour or activity operator, you should be attentive to two evolving trends: overseas travel from India and adventure tourism.Here's a closer look at these trends and some ways tour and activity operators can capitalize on it:

Tap Into India

How do you capture the vastness that is India? According to Expedia of India, nearly half of Indian travelers make their travel decisions based on the activities available rather than the destination. More than half of those surveyed preferred to book the activities online in conjunction with hotel and flight bookings while 25 percent booked their activities at the venue itself.Tour and activity operators can position themselves as a "destination" for these types of travelers instead of relying solely on locals and interest from travelers who just happen to be in the area. Adventure seekers from both overseas and domestic markets may be planning their trips around a tour or experience you offer so you can tweak your marketing strategy to cater to this active market.

Adventure Tourism Travel Trends

As a tour and activity operator, you know there is a hungry market seeking out activities and experiences you offer. Some may even be choosing to travel to your location to participate in certain activities.According to Venngage, 88.2% of travelers find gastronomy a defining element of the brand image of travel destinations. If you're a food-tour operator, winery owner, or conduct any type of food and wine tours, you can attract more guests by promoting your experience as a "foodie destination" by highlighting your roots in the area and sharing information about your connections with local farmers or artisanal food suppliers.

Ways to Capitalize on These Trends

Whether you're a winery tour operator or conduct kayak excursions, there are several ways you can promote your business to travelers who are seeking out activities over a specific destination. Here are some ways to capitalize on the latest trends:

Harness the Power of Social Media

We Are Social reports a 26 percent growth rate of active social media users and 5 percent increase in active mobile social users in India. Becoming a part of the social conversation is more important than ever before. Increasing awareness about your company via social networks can help you attract travelers who are searching for activity ideas and want to learn more about your offerings. Deloitte Consulting, LLP, reports on consumer behavior trends that show digital channels are a "source of inspiration" when someone is planning a trip—approximately one-third of those surveyed stated they started daydreaming about a new holiday while using a social site or when they noticed a friend checking in to a destination.Skift highlights some of the ways top media travel brands are using social media platforms to their advantage, pointing out the value of travel videos, sharing high-quality images, and leading conversations on major social sites like Facebook and Twitter. Promoting your tours and activities by dropping links to descriptions on social media platforms, sharing photographs or videos of different experiences on social sites, and engaging in conversations on Twitter and Facebook could help you stay in mind of those travelers who are seeking out what you have to offer.

Maintain a Mobile-Friendly Site

In this blog post, marketing expert Frederico Gonzalo points to studies that indicate almost half of users browse or look for destination and vacation ideas on a mobile device and 37 percent of mobile travelers consume content related to 'things to do' on their trip.Making sure you have a mobile site available for prospective visitors to browse and book can also help. You need to have a mobile-friendly site available for these travelers who prefer to browse and book travel using a smartphone or other mobile device. Make sure you have a large "Book It" button placed on each page of the mobile site so the visitor doesn't have to spend a lot of time figuring out how to make a reservation—it should only take a few screen swipes and taps to proceed with the checkout process.

You need to have a mobile-friendly site available for travelers who prefer to book travel using a smartphone or tablet

Provide Lodging and Flight Tips

Position your company as a go-to destination for a certain type of experience by encouraging travelers to take advantage of area lodging and easy access to the airport when planning their visit. Whether you choose to partner with area companies or just provide insider information on where to stay and how to get to your location, the goal is to give travelers as much information as possible to make their trip-planning process easier. In the case of Indian and overseas travelers, consider setting up a dedicated page or section on your website with plan-your-trip tips that include maps, links to area hotels and resorts, and other relevant information a prospective traveler might find useful if they are planning their entire trip around your tour and activity experience.

Build Your Customer List

Capture the attention of interested travelers the moment they visit your website by setting up a newsletter subscription form or encouraging visitors to register with the site for updates. Building your email list will make it that much easier to stay in touch with these prospective guests and steer them towards the booking and checkout process. You can promote the benefits and highlights of different tours via an email newsletter, send out special offers and promo codes throughout the year, or just send informational tips and guides about maximizing the experience with your company to subscribers. Focus on the activities and your company as a destination to keep in mind when booking travel in the upcoming year to cater to travelers looking for something new to do and experience this season.Use an online booking software program like Peek Pro to organize and maintain your customer list in a secure database. These programs make it easy to send out personalized emails automatically so you can keep up with your email marketing strategy with little effort.As more travelers start to make their booking decisions based on activities rather than a particular destination, you can tweak your marketing efforts to cater to these groups. Use these tips and strategies to capitalize on this emerging trend.

One of the most effective ways tour and activity CEOs can grow their business: positioning themselves as a trusted expert in the industry. It'll help expand your company's reach and can even generate more bookings each season. Spreading your wealth of industry knowledge by publishing articles about your business, leading speaking events that get posted online, or participating in online forums will increase your visibility to both customers and competitors — and can even make it easier to find your business in online searches, a valuable asset to any business.But becoming a trusted voice in your industry doesn't just happen over night; it'll require some work. So to get you on your way, here are some of the most effective ways tour and activity owners can become a trusted expert in their industry.

Lead a Discussion at a Speaking Event

Jeb Blount, author of People Buy You, explains that speaking gives you a chance to showcase your knowledge and increases your visibility and credibility. She states that “it creates the perception that you are an expert and authority in your field, and it creates an endless stream of qualified leads that come to you almost effortlessly."Reach out to small business networking event organizers and other groups in the area that host presentations, seminars, workshops and other events that require professional speakers. At these events, you can speak about the state of your industry, upcoming trends, or share insights about the local travel and tourism industry from an owner's perspective. For example, a kayak tours operator could speak at a local travel marketing conference about their success with their social media strategy. A ghost tours operator might lead a discussion for small business owners about seasonal trends and marketing strategies that have helped them increase bookings during a slow season.

Share Industry Insights on LinkedIn

Yvonne Halling, a bed and breakfast owner and coach for other B&B owners, posts tips and marketing strategies on her website. But she is also an active member of the Bed and Breakfast Guest House Owners Group on LinkedIn, a community of 1,800+ members in the hospitality business. A recent post talks about handling bookings during a slow season and she shares advice on how she grew her B&B by 7-times in just a single year.Positioning yourself as a thought leader on a subject that is relevant to fellow business owners and sharing your insights on LinkedIn will help you build your online presence and help to establish yourself as a leader in your industry. For instance, Bill Beaudoin, proprietor of the Alaskan Viewpoint Lodge, is a member of the same B&B LinkedIn group and posted about how the lodge has been open for only 53 days, yet has already amassed 250 Facebook "Likes" — a significant milestone for which he credits his active presence in this community.

Position yourself as a thought leader by sharing your insights and ideas on LinkedIn

Self-Publish a Book on Amazon

If you've had great success selling tours and activities or have extensive experience in the tourism industry, consider selling your tips and strategies as an eBook or print-on-demand title, following Gordon Bartlett's example. After retiring from a 28-year career in computer sales and computer management, Bartlett started a tour business in 1993 with just nine passengers in a rented van, eventually building it into a business that escorts passengers in a chartered bus around Arizona. In 2014, he published a book, How to Start and Operate a Profitable Tour Business: Make Money While Traveling and Guiding Tours, using details from his own success. In the book, Bartlett shares valuable information with illustrations, sample itineraries, and pricing guides to help other tour operators succeed — positioning Bartlett as an expert in the industry.Luckily, Amazon makes it easy to self-publish through the CreateSpace platform. You can upload your book, add a cover, and sell it on the Amazon Marketplace within a matter of days.

Host Workshops for Tour and Activity Seekers

If you have a group of veteran tour and activity guests — people who book tours and activities more than twice a year — consider hosting an educational workshop for them to learn more about the area, your business, and other interesting insights about the experiences you offer. Some of your loyal guests may be intrigued to learn more about kayaking tours, canopy adventures, rainforest excursions, and the history of boating in the area from an industry expert such as yourself. You can host these special, invitation-only events throughout the year, and also offer a discount on a tour packages to those who bring a friend.

Host a Training Event for Small Business Owners

Shift your focus to fellow industry professionals by hosting a training event or seminar. If you have several years of experience in the tourism and hospitality industry, you could position yourself as an expert by sharing your wealth of knowledge with a PowerPoint presentation, webinars, and by creating a training program for aspiring entrepreneurs who want to get started. For example, a kayak tour operator may share insights about how to start a kayaking business or challenges to be aware of when entering the market. Or, a food tour operator may host a training event for aspiring food tour guides.

Sponsor Local Events

Serve as one of the main sponsors of a sporting event, fitness competition, or travel events in the area to position yourself as a leader in the industry. For instance, Florida-based Sunrise Surf Shop, which offers surfing and SUP lessons in addition to selling surfboards and accessories, stays active in its Jacksonville Beach community by sponsoring local surf contests, charity events, and sports affiliated teams by running clothing drives, hosting surf camps for children with autism, and finding other ways to give back to the local community.Seek out connections with local event organizers and activity leaders who are looking for sponsors, or send out inquiries about sponsorship opportunities for any upcoming events that compliment your business. You would be able to promote your company logo and website on their marketing materials and the organizer may ask for a few words from you to promote the event. This can be a great way to connect with the community and establish your business a leader in the area.

Run or Attend Professional Networking Events

Build up your professional network by attending local networking events designed for small business owners and entrepreneurs, or serving as an event organizer of a networking event in your community. Many of these events are posted on Facebook and serve as business casual social mixers for professionals across all industries. You can introduce yourself as the owner of your company and network with marketing, business development, technology, and financial professionals across different industries. Ultimately, establishing a strong network of contacts can help you build credibility in your market and local community.

Post Webinars and Videos Online

Whether you promote these presentations and video clips as "Notes from the Owner" or set up a separate section of your website dedicated to "industry news," share content about the industry straight from the owner's desk for site visitors to view at their leisure. You could also share this type of content on LinkedIn to attract viewers in your industry and establish yourself as an expert in the field. Blog posts or industry-specific articles published in industry publications with links to this content could further your reach and help you earn 'expert status' in your field.

Final Thoughts

From hosting training events to self-publishing a book, there are several ways you can establish yourself as a trusted expert in the travel and tourism industry. Use these tips to develop a community outreach and marketing strategy to build your online and offline presence.

You've spent hours upon hours painstakingly creating a professional website to attract customers. You've made sure the photos are vivid. You consistently update your content to keep them engaged. You've smartly made it easier for them to book an activity or tour directly through your website. Now, make sure all that work isn't for naught, and make sure your checkout process is equally cared for. Statistics from the Baymard Institute reveal that more than two-thirds of shoppers end up abandoning their shopping cart at checkout. This means that two out of three customers may only work their way through part of your checkout flow process.Whether it's because of technical issues, losing interest, or any type of interruption while the customer is online, you need to do whatever you can to create a streamlined checkout process that customers are eager to complete. Here are some best practices for optimizing the checkout process to maximize bookings for your tour and activities business.

1. Include teaser video snippets of the activity or tour.

Short teaser videos help to engage and entice potential customers during the sales process. Kissmetrics reports that anywhere from 64 to 85 percent of video viewers are more likely to buy your product after watching a product video. It's a simple and powerful way to share your offerings while moving the customer through the buying process with ease.

Best approach:

Place these videos right next to the "Book It!" button. The videos don't have to be lengthy—a minute or less, in fact—since they are essentially teaser videos giving the traveler a taste of what they're in for. Watch our webinar How Video Boosts Your Brand presented by our guest Chris Torres, an expert of tourism marketing. In the webinar Chris explains how to use video with any budget.

2. Make ratings and reviews more obvious.

Increase customer confidence by making reviews and ratings readily available within the listing. According to a survey by ReportLinker on the trustworthiness of online reviews, 59% of respondents find online reviews as trustworthy as a friend’s review.

Best approach:

Embed a list of reviews or star ratings prominently on your website, somewhere close to the banner and your "Book It!" button. This will encourage customers to read positive reviews before making their purchase—and without having to drift away from the call to action.

Show off testimonials and reviews all over your website, especially near your Book Now buttons

3. Include related bookings of interest.

Sites like Amazon have capitalized on the concept of generating more sales per visitor by sharing related product information or recommended products during the checkout process. For example, Amazon shoppers are exposed to Similar Products at checkout to provide personalized recommendations, thanks to Amazon's patented recommendation algorithm. The concept is simple: shoppers who are already in the mindset of buying are more likely to continue buying. FuturePay reports on this behavior, pointing out, "The more time customers have to contemplate their purchase, the more likely they will rethink the purchase. One-click shopping is one option to increase impulsive buying behavior within checkout."

Best approach:

If you use Peek Pro's online booking system, your customers can browse multiple activities and rentals at once if you utilize the Bundles feature. You can set up multiple activities and products available during the booking process in the backend so that customers see even more options as they proceed through checkout—and confirm multi-bookings with ease. Another option is to set up Add-Ons to your activities or rentals.

4. Increase customer confidence with a stepped checkout process.

Even though you want to collect as much customer information as possible, automate the registration process with the checkout flow so that customers don't have to spend extra time setting up an account and then providing payment details for each booking.

Best approach:

Make things easy for your customer by only requiring them to provide contact information once and using a stepped process to get them through checkout. Amazon does a great job with this by taking shoppers through a step-by-step process with a "Sign In," "Shipping & Payment," "Gift Options," and "Place Order" sequence.

5. Disclose discounts or dropped prices upfront.

If you're offering discounted tours and activities as part of a seasonal special or have a discount code available for first-time travelers, make sure the site visitor knows about it well before they hit the checkout page. eConsultancy reports that 27 percent of shoppers surveyed abandoned carts because they were prompted to enter a coupon code and they didn't have one—possibly upon seeing the promo code box.

Best approach:

Reduce the risk of cart abandonment by deliberately including a link to the deal or other details about the discount on the homepage. This way, the customer doesn't have to click back to the site or dig around for the code or discount when they are ready to go ahead and book.

Final Thoughts

Generate more bookings each season with a streamlined checkout flow that helps increase customer confidence and, when possible, prompts customers to book more than they initially intended. Keeping customers engaged, providing just enough information, and recommending add-ons or other activities as an up-sell are just a few ways to generate more bookings and increase revenue from each completed booking. Also take advantage of Peek's Abandoned Booking feature, which automatically sends customers who abandoned their booking a (customizable) email with a link to their booking flow!

Managing the administrative side of your business doesn't require investing in expensive software or learning an entirely new program. Whether you want to go paperless or streamline social media activity and monitoring, there are several free tools tour and activity operators can benefit from.Here are seven free online tools every tour and activity operator should know about:

1. Google Docs

Go paperless by digitizing all of your documents and storing them on Google Drive. Google Docs makes it easy to put together documents such as employee manuals, business plans, marketing notes, and other documents without using a software program. You can create and edit basic text documents from your browser and share these documents with team members in a few clicks. You also have the option to import existing PDF files and Microsoft Word documents for editing.If you have employees spread across multiple locations, they can collaborate using the built-in chat feature. Everyone can work on and contribute to a document in real-time.Ideas for Google Docs at work for tour and activity operators:

• Putting together a training manual for tour guides or activity leaders
• Creating employee performance charts
• Writing up reports
• Writing tour or activity descriptions and saving them in a shareable file for editing and collaboration
• Preparing drafts of marketing materials, such as brochures, professional letters, and other items

2. Zoho

Zoho is a web-based office suite that contains everything from word processing to customer relationship management. So make use of this wealth of tools and apps to coordinate projects and manage documents. Store all your files in the cloud for easy access from any mobile device. You can also sync folders on the desktop so that any materials that are edited or updated are updated in real-time. The multi-level folder structure for organizing files in Zoho makes it easy to retrieve files as needed and you can share files securely as a link, publish it on the web, or send a password to certain people for private access.Ideas for Zoho at work for tour and activity operators:

• Storing company presentations and internal training documents in one place
• Sharing market research information with managers
• Maintaining a copy of sales and activity reports in a shared folder
• Storing written testimonials and candid photos from guests in an easily-accessible location
• Storing and sharing employee training manuals, safety guides, and other operations documents with appropriate privacy settings

3. Evernote Basic

Evernote is an innovative productivity tool that helps you organize notes and capture anything you find on the web in a few clicks. All of your content can be organized as a Note and organized in Notebooks. What makes Evernote valuable to tour and activity operators is that users can "tag" notes with different words and phrases to retrieve them later with ease. Notes can also be shared instantly with the built-in chat feature—just enter the person's email, add a message, and they'll be granted access to the note you are working on. This makes it easy to get feedback or work on something together without having to leave the workspace.If you do decide you want enhanced features, such as the ability to turn notes into presentations, scan and digitize business cards, or see content related to your notes as you surf the web, you can upgrade to the Premium version.Ideas for Evernote Basic at work for tour and activity operators:

• Capturing snippets of online articles to share with employees
• Creating notes to create employee training guides or other training materials
• Creating notes and notebooks for marketing ideas
• Capturing screenshots of competitor websites and blogs and organizing them in a notebook for easy access
• Capturing screenshots of customer testimonials and ratings or reviews on public sites to review or share with employees

4. Pixlr Editor

Add more visual content to your website, blog, and social media posts with high-quality photos.

Add more visual content to your website, blog, and social media posts with high-quality photos.

If you or staff members have experience with Adobe Photoshop using layering and editing techniques to create impactful images, you'll find plenty of uses with this free online editing tool. The web-based program allows you to work on a blank canvas, import images, or capture images from a URL to edit right away. You can save the image in a variety of formats, including JPEG, PNG, BMP, and TIFF for any web project.Examples of Pixlr Editor at work for tour and activity operators:

• Editing professional photos of tour and activity experiences
• Cropping and editing photos submitted by customers as part of a testimonial
• Creating a collage of images for use on your website or marketing materials
• Editing candid photos taken by staff for use on the blog or website
• Editing photos for use on social media sites like Facebook or Twitter

5. HootSuite

If you're feeling overwhelmed by the idea of managing multiple social media accounts—as most small business owners are—make use of free tools like Hootsuite that allow you to manage multiple accounts, schedule posts, and post content on your schedule instead of in real-time. This can save you time checking and posting on social media sites throughout the day and also gives you a chance to think through what types of posts you want to share with different audiences. The task of social media posting could be assigned to just one or two staff members who'll have access to a dashboard with insights to review at any time.Examples of HootSuite at work for tour and activity operators:

• Responding to customer feedback—both positive and negative—on Twitter and Facebook as soon as it's posted or within a few hours
• Setting up alerts for any mentions of the company name
• Ensure all tweets, Facebook updates, and other social media updates are posted at the same time on your schedule
• Schedule a series of tweets or Facebook posts to ensure you stay active on these social media sites and keep prospective customers engaged
• Monitor what competitors are talking about on social media and what types of posts are getting the most traction

6. Wave

When you're trying to create and manage vendor invoices, make use of Wave to produce professional-looking invoices, track payments, and manage all small business accounting activity with ease. With Wave invoicing features, users have the option to email the invoice directly or send/print out PDF versions for mailing. Another great feature of this program is being able to see when the invoice was viewed. The accounting program is very easy to learn and resembles Quickbooks accounting software in several ways—staff members who are familiar with Quickbooks will not need to spend a lot of time learning the program.Examples of Wave at work for tour and activity operators:

• Creating customized invoices with the business logo and color scheme
• Connecting Wave securely to bank accounts to keep track of cash flow
• Generate financial reports such as balance sheets and accounts payable documents in a few clicks
• Manage employee payroll activities

Manage all types of administrative activities without investing in expensive software programs or training employees how to use a program. These seven free services and programs can streamline day-to-day operations and take care of basic administrative tasks with ease.

Offer winery tours? The one-size-fits-all approach to marketing is no longer. Want to watch your booking calendar fill up? Then it's time to step out of your marketing box to help generate more interest and excitement in your business. After all, your customers are a mixed bag—locals and travelers, men and women, groups and solo wine aficionados—so you need to start developing pitches and offerings just as diverse.But don't worry. Stepping out of the box isn't as hard as it seems. Here are five lucrative marketing tips to get you on your way to selling more winery tours.

1. Invite guests to your site for non-tour activities.

Just like it's easier to sell umbrellas when it's raining, you can boost interest in tours by getting prospective customers to visit your site first. But how do you that? By hosting exclusive wine tasting events, wine appreciation nights, or other events. The idea is to introduce them to the winery and get them comfortable with your business. This way they're more likely to inquire further about tour packages and other services you offer.Another idea: Promote these special events to guests who have already booked one or more tours with you as a "guest appreciation night," offering a discount on a future winery tour for themselves—or a friend—just for attending. Better yet, offer these type of special events as add-ons while booking a tour.Make sure to collect all attendee information in a database so you can send out customized emails thanking the guest for attending and follow up with promotions, special offers, or invites to future events. Use an online booking software program that allows you to collect customer information quickly and sorts it into a database for easy access at any time.

2. Host a series of winery tours or themed events.

Keep your offerings fresh—keeping both seasonal visitors and past guests intrigued—by hosting a series of winery tours around specific themes throughout the year. For example, you could host a harvest-season tour during the fall when visitors are flocking to the area for leaf peeping tours. Another option is to host summer wine tasting events that include live music performances from local artists or a movie night on the grounds of the winery. The Mountain Winery in Saratoga, California, hosts a summer concert series in conjunction with its tours and gives guests the option to purchase a complete wine dinner package to enjoy a meal while listening to the music.Or, you could host a grape stomp where visitors could visit the stomping ground and book a specialty tour. For example, Orfila Vineyards and Winery in Escondido, California, hosts an annual Grape Stomp during the late summer months that includes live music, a wine tasting, and catered food.Whatever you do, keep it interesting, fun, and original.

Whatever you do, keep it interesting, fun and original.

3. Maintain a blog.

When customers aren't visiting your winery, make sure they stay engaged with your business by creating a blog. But it doesn't just help customers stay engaged; creating and sharing engaging content also helps you build credibility as a winemaker or tour operator in your industry. Small Business Trends points out that maintaining a blog is, “an opportunity for you to engage customers, as well as to demonstrate your vast knowledge of the industry."Sure, you'll want to share information about your winery and what to expect on each tour, but mix it up with posts including an in-depth history of the winery and grounds, wine pairing tips, recipes, and other informational content. This will help to attract a casual website visitor—not just someone interested in booking a tour—and makes them a potential customer. Take a look at the wine-heavy recipes available on the blog by Adirondack Winery in Lake George, New York. The company shares a variety of gourmet recipes infused with wines they sell and have even included a "related products" feature at the bottom of each post so that the reader can purchase the wine in one click. You could do something similar by adding a button to book a tour or sell items individually after each post.

4. Create and distribute content.

In addition to blogging, consider the value of promoting informational products such as downloadable guides, maps of the winery, video clips, or mini booklets and guides that site visitors can view or download to learn more about the winery. Sharing free information can spark interest in your offerings without direct marketing. Visitors have the freedom to download content they might find useful—and may even share it with friends on their social networks.Even something as simple as a PDF guide with high-quality pictures of the winery and a timeline telling your story can be valuable to a casual site visitor. Just make sure to include contact information and links to your site within the guide, booklet, or video clip description so that the reader or viewer can head back to your site to make a reservation or contact you with ease.

5. Promote group outings and corporate event packages.

Host events or experiences to accommodate for larger groups and corporate trips so that you can reach a wider market. If your winery is located within driving distance of a convention center or high-traffic business areas, you may be able to capture the market of corporate travelers looking for ways to entertain clients visiting the area or to treat employees to a mini-getaway.Use an online booking software program like Peek Pro that allows you to set up tiered pricing and multiple pricing configurations for different groups, tours, and seasons. When you want to up-sell without pressure, consider including add-ons such as merchandise purchases or tour upgrades with each type of tour offering. A software program designed to accommodate add-ons will allow you to include various types of add-ons within a few clicks.From offering specialty wine tours to sharing custom content about your winery, there are several ways to attract and engage customers to your winery each season. Use these five marketing strategies and ideas to promote your business and keep that calendar booked.

Reviews can make or break your business. Just consider this: 70 percent of global consumers say online reviews are the second most trusted form of advertising, with word-of-mouth and recommendations from friends and family being the most trusted, according to Stikky Media. In other words, anything people post publicly about your business has the power to attract or deter customers. And since many people now turn to social media to rate, complain, or give compliments, they're also sharing with friends and family, indirectly engaging in word of mouth advertising.So it's time to start being proactive to receive higher ratings and more 5-star reviews. Here are just five ways to start attracting more positive reviews and five-star reviews for your tour and activities business.

1. Deliver exceptional experiences.

Whether you offer kayak experiences, rainforest tours, biking adventures, or boating excursions, make sure your staff is trained to deliver an exceptional experience. Going above and beyond for each and every one of your guests will get notice—enough to prompt a glowing review and high ratings, in most cases.

Whether you offer kayak experiences, rainforest tours, biking adventures, or boating excursions, make sure your staff is trained to deliver an exceptional experience.

A survey of American Express travel counselors found that more than a third of their clients are eager to take trips where they'll enjoy a memorable experience, and that customization is a priority. Travelers want to have "bragging rights" and are hungry for new experiences, according to survey results.Taking time to really think about how you can "wow" your guests can help you generate a loyal following—and prompt positive reviews and testimonials. Reach out to guests before they arrive to ensure you have their size of gear and equipment available, or stock snacks and beverages they prefer as a complimentary gift after their tour. Even something as simple as asking a guest if they're celebrating a special occasion—and then helping them celebrate—can add a personalized touch to their visit.

2. Send customized follow-up emails.

Online booking software not only streamlines the booking process, it also enables you to collect key customer contact information so you can send out customized emails. Use a program with a built-in email database and customer relationship management system, which will allow you to send customized "thank you" emails after a guest books, extend invitations to book a tour or experience if the guest hasn't booked in a few months, or to send out newsletters and promotional materials via email.Personalizing these emails by using the guest's name in the subject line and/or within the body of the email improves conversion rates, at least according to the experts at Comm100. But, ultimately you don't just want these emails to be opened, you want the recipient to feel like they're being acknowledged. And online booking software makes this type of customization easy by allowing you to pull customer information from a database and send emails from a template you've already created for different types of customer interactions.

3. Regularly monitor all published reviews.

The trail of reviews and ratings on major review sites across the web — and even on your Facebook Page—can have a significant effect on your online reputation. Dimensional Research reports customer service stories spread widely—especially negative stories. Statistics show that 95 percent of consumers are more than willing to share bad experiences, and 87 percent will share good experiences.The key to managing reviews: regular monitoring. Aside from teaching you what your company is doing right and wrong, it will ultimately help you clean up your online image. When you're consistently monitoring, you're able to take quick action and reach out to dissenting guests and follow up publicly with a solution. This infographic from ReviewTrackers highlights the importance of responding immediately to feedback, both positive and negative, as a way to demonstrate that the company cares and is attentive.Delegate the task of monitoring social media accounts and online review sites to a staff member, or make use of online social media monitoring software that sends you alerts any time your company is mentioned on the web. Trackur can be an attractive and affordable option for small business owners since it monitors all social media accounts and provides access to a dashboard with a complete archive of online conversations available for review.

4. Promote positive reviews across social media.

Regularly promoting positive reviews and testimonials across social media sites may encourage others leave positive feedback. Set up a dedicated page on your website specifically for snippets of reviews and testimonials from previous customers.Showcasing and promoting these reviews gives prospective customers a fair idea of what people think about your business and what to expect when booking with you. Use social media sites such as Facebook and Twitter to spotlight some of your best reviews regularly—maybe posting about them once a week and thanking the customer directly for their feedback.

5. Offer a reward or incentive to customers who post reviews.

Entice your customers: many will be eager to post a review if they're going to get something in return—even something as simple as a discount on a future booking. Xtreme Motorsports in Tempe, Arizona encourages customers to write a product review and brief dissertation on their service or installation experience in exchange for a 5-percent discount on their next visit. Extending a reward in exchange for a review could be all it takes to encourage more customers to be proactive about responding to comment cards, surveys, and writing up testimonials.We discussed this in more detail in a previous post about asking customers for reviews, emphasizing the fact that, for ethical reasons, you do need to deliver a reward or incentive regardless of whether the review was a positive one. Of course, customers who are posting a negative review could receive a phone call from you to address their concerns and give you a chance to use their feedback to improve operations.Encouraging happy guests to share positive reviews will always work in your favor. Not only does this help to generate more interest in your business across sites where travelers are searching for the best of the best in the area, but it also helps you build a loyal following.