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. 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. 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

Segment your customers for a separate email list so you can send them an exclusive offer as a loyal guest

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. Peek Pro allows you to create add-ons for different tours and activities which get displayed to people as they move through the check out. 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.

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

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

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

Evaluate your experiential offerings

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

Market effectively to experience-seeking travelers

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

Get creative with social media

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

Remind your audience that travel experiences make the perfect gifts

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

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

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

What a kick off to the summer season! With Memorial Day weekend fast approaching, Peek Pro wanted to make sure you were fully equipped to enter your peak season with all the tools necessary to make this your biggest year yet!That's why we brought together five industry experts for an online event to arm you with some useful tips from three awesome workshops.Check out the information below to find links to recordings and anything else you may have missed!

Session 1: How to Effectively Use Facebook Ads (on Any Budget) 

Chris Torres - Director, Tourism Marketing Agency

Our good friend Chris Torres gave a super tactical workshop showing you how to create an implement an effective Facebook ads strategy, including tips on what kind of ads to use, how to target effectively, how much to spend and what content really helps engage potential customers. This is stuff you can apply TODAY to start seeing results - not one to miss!Click here to watch the recording!

Session 2: Get More Customers, Scale Operations and Drive Profits in your Tour or Activity

Josh Oakes - Founder, The Sunshine Tribe & Kelsey Tonner - Founder, Be a Better Guide Project

Industry titans Josh Oakes and Kelsey Tonner are not short on experience. Having previously ran tours and worked as a guide respectively, their insights are super helpful to any tour operator not sure where to take their business next. In this session, they take us through a wealth of tips on how to effectively scale your operations, expand your reach and get back to doing the things you do best.Click here to watch the recording!

Session 3: What Gets People to Buy? 

Drew Renner - Former Operator and Tourism Business Coach & Samantha Hardcastle - Founder, Amore Social

This pair are a force to be reckoned with. Drew is a former tour operator and has used his vast experience to help other operators to get where they need to be with their business. Samantha is a social media marketing champion and encourages operators to share their story as a way to engage and attract customers. In this session, they go through some of the ways to stand out from the crowd and attract the customers that YOU want.Click here to watch the recording!

The Baby Boomer generation is quietly leading the charge in the travel industry, and they’re not messing around. They’ve got the time, the money, and the bucket lists to prove it. In fact, this generation is retirement-ready, financially secure, and experience-driven. 

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Unlike younger travelers who often chase budget deals and spontaneous adventures, Baby Boomers prefer comfort, investing in meaningful, well-curated experiences. So if boomers want to relax on a beach in Spain, cruise through Alaska, or explore museums in Italy, they can and they will do it their way.

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If you’re a travel planner, tour operator, or agency owner, you’ve got a golden opportunity. Knowing their habits just means that you can create better experiences for this generation, which leads to more bookings.

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In this guide, we’ll cover the hottest Baby Boomer travel trends, favorite destinations, and the best tips to keep these seasoned explorers coming back for more.

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Let’s get started.

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Top Travel Trends Among Baby Boomers

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Baby boomers aren't your average tourists. They’re affluent, comfort-prioritizing, and culturally curious. Boomers don’t rush; they savor–and most especially, they don’t do backpacking. 

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This generation is fueling the demand for slow travel experiences, and that just means more opportunities for you to offer longer, meaningful trips with higher price points and better margins.

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Their preferences are also influencing the future of tourism, pushing the industry toward more personalized, experience-driven, and comfort-first travel.

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Preference for Experiential and Cultural Travel

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Forget the “been there, snapped that” crowd. This generation values cultural and historical tourism. They want to connect with the ‘why’ behind a place, and they crave experiences that stick with them. 

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For you, that means offering immersive tours with local guides, hands-on workshops, and chances to truly explore the culture. Some examples include offering ancestral site tours or cooking classes in Tuscany.

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Growth in Multigenerational Travel

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Boomers love their grandkids. So much so, they’re booking trips just to bond with them. They are embracing multi-generational travel with family, so that’s a big opportunity for you. Think large vacation rentals, flexible itineraries, and activities for all ages. 

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To cater to this crowd, create family-centered packages that:

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• Balance adventure and relaxation
• Blend indoors and outdoors
• Offer a mix of city and beach 

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This helps you create trips that surely bring families together.

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Demand for Luxury and Comfort

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While younger travelers might hunt for cheap flights and hostels, Baby Boomers prefer luxury travel experiences. They often prioritize comfort over budget travel–four-star hotels, spacious flights, and private tours. They want to relax, not rough it.

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This group will spend more to feel secure, sleep better, and avoid hassle. They’re willing to invest in first-class options, so give them the option to upgrade.

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Increased Interest in Adventure and Wellness Trips

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Boomers may be seniors, but they’re not slowing down. Many are wellness-focused and crave soft adventure, such as:

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• Hiking in national parks
• Biking tours
• Yoga retreats
• Spa getaways

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This generation is contributing to the rise of medical and wellness tourism, which opens new doors for you to offer packages that blend relaxation, health, and light adventure.

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Popular Destinations for Baby Boomer Travelers

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Boomers seek destinations that blend comfort, cultural enrichment, and convenience. But the question is, “Where are Baby Boomers heading in 2025?” 

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Here are the top trending spots for Baby Boomer travel.

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Europe

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Classic. Iconic. Irresistible. 

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Europe checks all the boxes for Baby Boomers, from the museums in Paris to the beaches of Spain. It’s culturally rich, easy to navigate, and has a lot of historical destinations. 

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Plus, boomers prefer destinations with strong healthcare infrastructure, and Europe offers that. This gives peace of mind for travelers with health concerns.

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Countries that top many Boomers' bucket lists include:

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• Italy
• France
• Portugal
• Greece

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North America

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Boomers in the United States love exploring their own backyard. 

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Alaska cruises? Check. 

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Florida beach vacations? Double check. 

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Road trips in state parks? All day long.

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They’re also leading the market for RV travel and road trips because it’s safer, more familiar, and has a lot to offer. Bonus: it’s easy to plan and less demanding physically.

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Asia-Pacific

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This region is catching major attention from long-haul travelers because it offers culture, adventure, and top-notch hospitality. Many Asian countries also cater to senior travelers with customized tours, upgraded accommodations, and wellness retreats.

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Top countries for Baby Boomer travelers include:

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• Japan
• Thailand
• Australia

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Cruises

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Baby Boomers are cruise-enthusiastic and are driving the growth of the cruise industry, especially in luxury lines that offer fine dining, excursions, and enrichment programs. These cruises are just easier to book and are a great way to explore multiple countries without repacking a suitcase.

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Key Considerations for Travel Agencies Targeting Baby Boomers

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Now, to win with the Baby Boomer crowd, you need to think about age, interests, and convenience. Here’s what matters most.

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• Health and Mobility Needs. Plan with care. Some boomers have mobility issues or medical conditions. Make sure transportation, hotels, and tours accommodate walkers, wheelchairs, or just extra time.
• Travel Insurance and Safety. Boomers value safety, security, and travel insurance coverage. Make sure your trips include coverage details, cancellation policies, and 24/7 support. If your travelers feel protected, they’re more likely to book.
• Personalized and Relaxed Itineraries. Boomer travelers sometimes seek personalized and tailor-made travel experiences. Offer customized packages that focus on comfort, flexibility, and downtime. The more tailored the tour, the better. Tools like PeekPro make it easy for Boomers to book online without confusion. Fewer clicks, less hassle. 
• Group Tours vs. Independent Travel. This generation is more likely to book guided tours and all-inclusive packages, especially when visiting new countries. They appreciate having an expert nearby.

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Travel Planning Tips for Baby Boomers

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Planning a trip should feel exciting, not overwhelming. For Baby Boomers, a little strategy goes a long way. Here are a few smart moves to make travel easier, safer, and more rewarding for this comfort-loving, experience-driven crowd:

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• Booking Early for Better Availability. Early booking guarantees better availability for flights, hotels, and tours. It also locks in better rates and preferred options like ground-floor rooms or non-stop flights.
• Choosing Senior-Friendly Accommodations and Transport. Look for hotels with elevators, walk-in showers, and good lighting. Make sure transportation is comfortable, easy to board, and on time.
• Leveraging Loyalty Programs and Travel Perks. This generation loves to benefit from senior discounts and loyalty programs. Highlight perks like room upgrades or early boarding because they love feeling like VIPs.
• Consulting Specialists for Tailored Packages. Boomers will likely book with you if you understand their needs and can offer customized, relaxed itineraries. Tailored packages make them feel seen and valued. Check out this guide to travel tour groups to help you plan the right fit.

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Key Takeaways

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• Baby Boomer travel is big business—they're affluent, experience-driven, and loyal.
• This generation prioritizes comfort, culture, and safety in every trip more than anything else.
• Tour operators who customize, accommodate, and guide can win this crowd.

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Frequently Asked Questions

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Are There Travel Companies that Specialize in Trips for Baby Boomers?

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Yes, several travel companies specialize in trips for Baby Boomers, like Road Scholar, Overseas Adventure Travel, and Grand European Travel. These companies focus on comfort, culture, and slower-paced, guided experiences tailored to senior interests.

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What Types of Wellness Activities are Popular Among Baby Boomer Travelers?

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Baby Boomers love wellness activities like spa treatments and yoga because they boost balance, ease chronic issues, and support healthy aging. Studies show these experiences also improve social connection and self-esteem, making them ideal for “aging well.”

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What Accessibility Considerations are Important for Baby Boomer Travelers?

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Some accessibility considerations include hotels with elevators, tours without lots of stairs, and transportation that’s easy to get in and out of. Also, make sure your trip includes breaks, seating, and access to restrooms. These small touches make a huge difference.

As an operator, you know the value of every booking. Direct bookings aren’t just about saving on third-party fees—they’re about building trust, strengthening guest relationships, and gaining full control over your customer experience.

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Travelers are more likely to book directly when they trust your brand and find your website easy to navigate. But in a competitive landscape, how do you stand out, engage your audience, and convert visitors into loyal customers?

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That’s where this guide comes in. 

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Packed with actionable insights, real-world examples, and innovative AI-powered tools, it’s a strategic roadmap to help you boost direct bookings and make the most of your marketing efforts.

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Let’s dive into five tangible goals you can start to tackle today to kickstart your year—and make 2025 your most successful year yet!

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Contents:
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1. Tap Into Influencer Marketing

2. Optimize Your Website SEO

3. Leverage Email Marketing

4. Refresh Your Booking Widget Images

5. Publish High-Value Blog Posts

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To help you actually make use of all of this content we’ve drafted 5 tactical goals to complete in Q1 (the first three months of the year). Together these goals are ambitious but designed to drive real results in terms of website traffic and booking widget views and conversions.

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Marketing Checklist for 2025

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Goal 1: Influencers Send an introductory message to 10 local influencers to amplify your brand’s reach and credibility

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Goal 2: SEO Update meta titles and descriptions for at least 10 key pages with relevant keywords and clear CTAs

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Goal 3: Email Send 3 engaging email campaigns before March to nurture leads and drive bookings

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Goal 4: Images Audit all of your widget images and update at least 5 of them

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Goal 5: Blogs Publish 3 blog posts before March to boost website traffic and build customer trust

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Tap Into Influencer Marketing

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Social is fast becoming a leading channel for travel search. According to Arival, over 50% of Gen Zs and Millennials now use platforms like TikTok or Instagram Reels to discover travel experiences, and 89% of millennials are using social media for vacation inspo. Followers on these platforms can take a lot of time and resources to grow organically, so influencers are a great way to tap into large audiences for a lower cost.

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‍Tactical Q1 Goal: Send an introductory message to 10 local influencers to amplify your brand’s reach and credibility

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How to get started:

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1. Identify the Right Influencers

- Use Peek’s Influencer Tool to search for micro (10K–100K followers) and nano (<10K followers) influencers in your niche and location.
- Match influencer types with your target audience: momfluencers for family experiences or adventure vloggers for outdoor tours.

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2. Craft a Strong Offer

- Many influencers accept free experiences for posts. Start with a comped tour and request deliverables like:

           1–2 Instagram posts or Reels.
           3–5 Stories with swipe-up links to your booking page.
           Highlight your unique features to pique their interest.

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3. Reach Out Effectively

- Peek’s Influencer Tool can draft personalized DMs for you, ensuring the outreach feels authentic and relevant.
- Clearly outline what you’re offering and what you’re looking for in return.

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Tips for Success:

• Look beyond individuals—partner with local tourism boards or city guide accounts.
• Track results to measure ROI, focusing on engagement and bookings generated from influencer posts.

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How Peek’s Influencer tool helps amplify your brand
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Influencers have loyal and engaged followers and are able to show a higher level of trust and authenticity vs brands when it comes to promoting products and experiences. 

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Part of Peek Copilot’s Magic Marketer, the Influencer tool uses AI to search social databases to:

• Source up to 50 influencers at a time by category and location, saving you hours of manual research
• Provide direct links to influencer’s Instagram and Twitter profiles for easy connection
• Draft personalized outreach messages tailored to your business

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Optimize Your Website SEO

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SEO ensures your business is discoverable when customers search online. A well-optimized website can drive long-term, sustainable traffic and boost direct bookings. 53% of all website traffic comes from organic search (source), and SEO leads have a 14.6% close rate, significantly outperforming outbound leads (source).

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‍Tactical Q1 Goal: Update meta titles and descriptions for at least 10 key pages with relevant keywords and clear CTAs

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What are Meta Titles and Descriptions?

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Meta Titles and Meta Descriptions are snippets of HTML code that provide search engines and users with a summary of your webpage's content. They play a critical role in Search Engine Optimization (SEO) and influencing click-through rates from search engine results pages (SERPs).

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• Meta Titles: The clickable headline that appears on SERPs. It's typically the first impression a customer has of your business. A well-crafted meta title should include your target keywords, be concise (50-60 characters), and clearly communicate what the page is about.
  Example: "Book the Best Wine Tours in Napa Valley | Your Ultimate Guide"

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• Meta Descriptions: A brief summary (under 155-160 characters) displayed below the meta title on SERPs. While not a direct ranking factor, a compelling meta description can entice users to click on your link.
  Example: "Discover top-rated wine tours in Napa Valley. Book directly for the best deals and unforgettable experiences."

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How Do I Update Meta Titles and Descriptions?

Updating meta titles and descriptions depends on the platform your website is built on. Here's a general guide:

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1. Identify Key Pages to Optimize

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• Prioritize pages like your homepage, product or service pages, and top-performing blog posts.
• Use tools like Google Analytics, Google Search Console, or SEO tools (e.g., Ahrefs, SEMrush) to identify pages with high impressions but low click-through rates (CTR).

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2. Research Keywords

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• Conduct keyword research to find terms your audience is searching for. Use tools like Google Keyword Planner or Ubersuggest to identify relevant keywords.
• Focus on high-value keywords that align with your page's content and user intent.
• Use Peek’s Magic Marketer SEO Tool to generate keyword-rich title tags, meta descriptions, and image alt tags

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3. Update Meta Titles and Descriptions

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• Log in to your website's content management system (CMS). Common platforms include:some text
  • WordPress: Use SEO plugins like Yoast SEO or Rank Math to edit meta titles and descriptions easily.
  • Shopify: Go to your product or page settings and edit the "Search engine listing preview."
  • Wix/Squarespace: Navigate to the SEO settings for each page to make updates.
• Ensure the meta title includes primary keywords and communicates value, while the meta description provides a clear, engaging summary with a strong call-to-action (CTA).

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4. Test and Monitor Performance

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• After updating, monitor your pages in Google Search Console for changes in impressions, CTR, and rankings.
• Experiment with different CTAs or phrasing to see what resonates most with your audience.

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Tips for Success:

• Optimize your Google My Business account - update photos, ensure all the info is correct, respond to questions and reviews. This helps Google know that you are a real business.

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How Peek’s SEO tool helps you appear higher in search rankings

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• Generating optimized tags and headlines tailored to your content.
• Suggesting trending blog topics to attract your target audience.

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How do I use Peek’s SEO tool?

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1. Identify the content you want to optimize

        - This could be your homepage, an older blog post or a landing page on your website

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2. Log into Peek Pro and paste a prompt into the SEO tool

        - Think like your customer. What would they search for to find your tour?

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Sample prompts:

1. “Generate SEO content for my whale-watching tour company in Seattle.” (Paste your webpage content into the prompt.)
2. “Create SEO tags for my blog page highlighting the top hiking trails in Phoenix.” (Paste your blog content into the prompt.)
3. “Generate SEO tags for my website’s homepage. My company is a kayak rental business in Vancouver, Canada.” (Paste your homepage content into the prompt.)

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3. Hit “Generate”, then add the optimized copy to your website.

        - Be sure to make note of website traffic before and after so you can track the progress you make.

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Leverage Email Marketing

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Email marketing is a cost-effective way to stay connected with customers and inspire repeat bookings. With a personalized approach, you can turn one-time visitors into loyal customers. Email marketing is known to have a strong ROI, Litmus found that on average email marketing delivers an ROI of $36 for every $1 spent.

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‍Tactical Q1 Goal: Send 3 engaging email campaigns before March to nurture leads and drive bookings.

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Email Campaign Examples:

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“5 Secret Spots to Discover in Charleston”

- Share tips for exploring your destination, such as off-the-beaten-path spots or restaurants near your tours.

- Include a soft call-to-action to book an experience with you.

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“Got plans for Valentine's Day?”

- Highlight tours or packages tailored to upcoming holidays or events, like couples' excursions or family-friendly activities.

- Offer Champagne as an Add-On near Valentine’s Day.

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“We Miss You! Here’s 5% Off Your Next Adventure”

- Reach out to past customers with an exclusive offer to encourage repeat bookings or upsell additional experiences.

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“BTS - How We Create Magical Adventures Just for You”

- Share behind-the-scenes stories or videos of your guides prepping tours, scenic locations, or fun moments. Build excitement and connection with your brand.

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How to get started:

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1. Segment Your Audience:
   1. Use Peek Pro’s reports to group customers by behavior, such as first-time visitors or repeat bookers.
   2. Tailor messages to each segment, like offering exclusive discounts for returning customers.
2. Craft Compelling Content:
   1. Use subject lines that grab attention (“Start Your Year with Adventure!”).
   2. Include visually appealing images and a clear call to action (“Book Your Winter Getaway Now!”).
3. Automate Your Campaigns:
   1. Schedule emails to go out at optimal times, such as mid-morning on weekdays.

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Tips for Success:

• If you collect date of birth data, set-up a birthday campaign. Email guests a week before their Birthday with a 5% discount or special offer to redeem during their Birthday month.
• Test subject lines and CTAs to identify what resonates with your audience.

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How Does Peek’s Magic Marketer Email Tool Help Draft Emails that Drive Bookings

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Drafts curated content, tailored to your business that is designed meaningfully to connect with customers and entice them back to your business.

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How do I use Peek’s email tool?

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1. Navigate to Magic Marketer email tool in Peek Pro
2. Set-up your Email in the prompt:some text
   1. Specify the Purpose: Whether it's showcasing your experiences, announcing a promotion, or highlighting marketing efforts like gift cards and referral programs.
   2. Include a Call to Action (CTA): Clearly define what action you want recipients to take (e.g., "Book Now", "Learn More").
3. Review and finalize the content, and add visuals

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Example Prompts:

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• Seasonal Discount for ZipCrazy Zipline Tours
  • “Write an email promoting a seasonal discount for ZipCrazy Zipline Tours in Sacramento, California. Be sure to include the 20% off discount code: CALIZIPPING20, applicable on Tuesdays and Thursdays.”

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• Holiday Light Show at Washington Winter Wonderland
  • “Draft an email showcasing the holiday light show at Washington Winter Wonderland. Include the availability dates of November 29 - December 27. Add my link to book a ticket [here] and include the top frequently asked questions [here].”

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• New Pontoon Boat Rental Announcement
  • “Create an email announcing the arrival of our new pontoon boat available for rental. Include the rental name: 25' Pontoon Rental. Highlight that the boat is available for rental durations of 1, 2, and 4 hours starting on May 24th.”

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‍Refresh Your Booking Widget Images

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High-quality visuals can make or break a customer’s decision to book. Your booking widget images should showcase the best of your experiences. Consider this:

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• Listings with higher-quality images receive 25% more views (Airbnb) and see a 40% increase in bookings (TripAdvisor).
• Airbnb doubled their monthly revenue by implementing professional photography for listings in New York City (Airbnb). 

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‍Tactical Q1 Goal: Audit all of your widget images and update at least 5 of them using the criteria below

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How to Select Booking Widget Images that Sell

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6 Best Practices

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1. Use High-Quality Photos: Ensure images are high resolution (at least 1200x1200 pixels).

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2. Include People in Your Photos: Show happy, smiling guests mid-action, enjoying your activity.

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3. Highlight Your Unique Selling Points (USPs): Whether its scenic views or a famous landmark, include what sets you apart.

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4. Composition: Use the rule of thirds to ensure the customer is drawn to the subject of the image.

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5. Tell a Story: Use shots from multiple stages of your experience to help customers visualise themselves at your experience.

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6. Leverage User-Generated Content (UGC): Collect authentic guest photos from socials (encourage them to post using a hashtag for your business) and other platforms to build consumer trust.

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EXTRA: Pro Smartphone Tips: Use burst mode for action shots, try a tripod for steadiness, and play with portrait mode for close-ups or 0.5 zoom for wide shots .

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Get Started with Peek’s Image Score
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‍Identify your top performing visuals

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To help you make the most of your visuals, Peek has created Image Score, a powerful tool that evaluates the quality and relevance of your product images. With Image Score, you can:

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• Leverage AI to analyze and rate images from your activities and rentals
• Receive an optimization score for each one to identify your best-performing images

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Run the test, and then use the following best practices to enhance your imagery—and your bookings!

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Publish High-Value Blog Posts

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Blogging is a powerful way to attract and educate customers while improving your website’s SEO. 

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By sharing relevant content, you position your business as an expert in your niche and encourage search engines to place you higher in search results. Businesses that blog receive 55% more website visitors than those that don’t (Hubspot) and 82% of consumers feel more positive about a company after reading custom content (New York Times).

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‍Tactical Q1 Goal:  Publish 3 blog posts before March to boost website traffic and build customer trust.

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Blog Examples:

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• “The Ultimate Moms Guide to [Destination]”
  • Share insider tips for exploring your area with kids, highlighting unique experiences that tie into your tours.
• “The Best Instagram-Worthy Spots on Our [Specific Tour]”
  • Showcase the most photogenic locations on your tour with insider tips for capturing the perfect shot.
• “What to Pack for Your [Type of Tour]: A Survival Guide”
  • A hyper-focused packing list tailored to your specific tour, such as kayaking, hot air balloon rides, or ghost tours.
• “Rainy Day Adventures: Why [Tour Name] is Perfect in Any Weather”
  • Appeal to travelers unsure about booking in unpredictable weather by promoting your tour’s all-weather perks or indoor activities.

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How to get started:

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1. Choose Relevant Topics:
   1. Write posts like “Top Winter Activities in [City]” or “Why [Your Experience] is Perfect for Families.”
2. Incorporate Visuals:
   1. Use high-quality photos or videos to make your content more engaging.
3. Promote Your Blog:
   1. Share blog posts on social media and include them in email newsletters.
   2. Reach out to local businesses to feature your blogs on their websites, newsletters and social media.

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Tips for Success:

• Link blog content to your booking pages to guide readers toward action.
• Use analytics to monitor performance and refine future posts.

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Peek’s Blog Tool Helps Boost Website Traffic and Builds Customer Trust by:

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Magic Marketer streamlines blog creation by turning what once took hours into a task completed in seconds. While ensuring the content is optimized for SEO and appealing to potential customers.

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Example Prompts for Peek’s Tool:

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• “Generate a blog post about the best seasons to go horseback riding in Arizona and what visitors can expect. Include a link for my Desert Horseback Riding Tour.”

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• “Write a blog highlighting why Escape Rooms are a great team-building exercise and include examples of groups that could benefit from it (i.e. employees, sports teams, etc.).”

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• “Draft a blog post showcasing the best places for a bike ride in Austin. At the beginning of the blog, introduce my business, Cowboy Bike Rentals, and our different rental offerings (single bikes, tandem bikes, e-bikes).”

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Kickstart your 2025 with these actionable marketing strategies and Peek’s innovative AI tools for tour, activity and attraction operators. By collaborating with influencers, enhancing your SEO, leveraging email marketing, improving your visuals, and publishing compelling blog posts, you’ll set the stage for a successful year. 

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Ready to get started? Let Peek Copilot guide you every step of the way.

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If you're looking to boost sales and enrich customer experiences, embracing the right add-ons for your tours and activities is essential. 

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This article offers a detailed guide on various optional services and products that can significantly enhance the customer experience and expand your revenue streams. 

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By incorporating add-ons like gear rentals, photography packages, and special dining experiences, you can meet diverse customer preferences and make their experiences more personalized and memorable. 

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Additionally, options like mobile apps and multilingual guides improve convenience and accessibility, broadening your market appeal. This guide will help you understand each popular add-on, showcasing how it can benefit your business and your customers alike.

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What are Add-Ons?

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Add-ons are optional products or services that tour and activity providers offer alongside their main offerings. These extras are designed to enhance the overall customer experience and provide additional revenue streams for the providers. 

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Typically, they complement the main activity or tour, allowing customers to customize their experience according to their interests and needs. Examples include gear rentals, meal upgrades, or special access to related attractions.

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Top Add-Ons for Tour and Activity Providers

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Enhancing your tour and activity offerings with carefully selected add-ons can dramatically improve the customer experience and boost your revenue. 

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Here’s a look at some popular add-ons that can add value to your services:

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Gear Rentals

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Offering gear rentals such as cameras, hiking boots, or snorkeling equipment allows tourists to access high-quality equipment without the hassle of bringing their own. 

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This service is particularly appealing to casual adventurers who may not own specialized gear or those traveling light. By providing the necessary gear, you enhance the accessibility and enjoyment of your activities.

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Safety Workshops

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Conducting pre-activity safety workshops can provide vital information and training to participants, especially for high-risk activities like diving or rock climbing. These workshops ensure that guests are well-prepared and aware of safety protocols, thereby enhancing their confidence and safety, which can significantly improve their overall experience.

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As you ensure guest safety through pre-activity workshops, another key aspect to consider is the legal protection of your operations. Simplify this with the use of online waivers, an efficient way to manage consents and reduce paperwork, enhancing both safety and operational efficiency.

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Photography Packages

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Providing professional photography packages enables guests to enjoy their activities without worrying about capturing moments. Professional photos offer higher quality memories than typical smartphone pictures and are a valued souvenir, especially for once-in-a-lifetime experiences or special occasions.

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Local Dining Experiences

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Incorporating local dining experiences allows guests to delve into the region's culinary culture. This can be an authentic dining experience at a local favorite or a meal prepared by a renowned chef that showcases regional flavors. 

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Such experiences enrich the travel experience and can be a highlight for food enthusiasts.

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Guided Museum Entries

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Guided museum tours can greatly enhance the educational value of museum visits, providing deeper insights into exhibitions and artifacts. These tours are led by knowledgeable guides who can offer historical context, highlight key pieces, and answer questions from visitors. 

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Offering guided tours enriches the visitor experience and adds a layer of engagement that self-guided tours might miss, appealing especially to those who seek a more in-depth understanding of the museum's offerings.

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Virtual Reality Previews

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Virtual Reality (VR) previews can dramatically enhance customer engagement by offering a tantalizing glimpse of what they can expect from your tours or activities. 

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By providing VR experiences in your booking office or online, potential customers can virtually explore destinations, encouraging them to commit to the experience. This technology is particularly effective for high-adventure or unique experiences that might be harder to visualize through standard photos or videos.

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Mobile Apps

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Developing a mobile app for your business can significantly enhance customer convenience by allowing users to book tours, access itineraries, and receive real-time updates directly on their smartphones. 

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Apps can also provide GPS-guided tour information, tips for nearby attractions, and even emergency services, making them invaluable tools for enhancing the travel experience and customer satisfaction.

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Multilingual Audio Guides

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Offering multilingual audio guides ensures that non-English speaking tourists can fully enjoy and understand the tours. These guides can be easily accessed through personal devices or provided equipment, offering detailed insights into landmarks, history, and culture in multiple languages. 

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This inclusivity not only enhances the visitor experience but also broadens the appeal of the tours, attracting a more diverse group of customers.

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Custom Itineraries

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Custom itineraries allow tourists to tailor their travel experience to their specific interests, whether they're into history, food, adventure, or relaxation. 

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By offering personalized itinerary planning, you empower guests to maximize their time and enjoyment, which can significantly enhance their overall satisfaction and increase the likelihood of repeat business and referrals.

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Private Upgrades

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Private upgrades offer guests an exclusive and tailored experience, making them feel special and valued. This option is perfect for those seeking privacy, such as couples on honeymoons or executives on business trips. Offering this service can significantly increase customer satisfaction and can command a higher price point, boosting revenue.

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Special Occasion Packages

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Special occasion packages are designed to celebrate significant milestones such as birthdays, anniversaries, or engagements. These packages can include special greetings, custom cakes, a private tour, or even a surprise element that enhances the celebration. 

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Offering these can create unforgettable experiences, encouraging positive reviews and enhancing customer loyalty. Automate this essential feedback collection with automated review request systems, which can streamline the process of gathering and showcasing customer testimonials to enhance your reputation and attract future guests.

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Accessibility Kits

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Accessibility kits ensure that your tours are inclusive for all guests, including those with disabilities. These kits can include items like wheelchairs, audio aids, and braille materials, or services like sign language interpretation. These kits will expand your market to include guests with special needs and demonstrate a commitment to accessibility and inclusiveness.

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Conservation Activities

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Incorporating conservation activities into your tours can attract environmentally conscious travelers and provide them with hands-on experiences that contribute to the preservation of natural sites or wildlife. These activities could range from wildlife habitat restoration projects to educational workshops on local environmental challenges. 

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This enhances the ethical appeal of your tours and educates visitors about important conservation efforts, fostering a sense of responsibility and connection to the environment.

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Meal Upgrades

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Offering meal upgrades can significantly enhance the culinary aspect of your tours. Whether it's including gourmet options, farm-to-table experiences, or local specialty dining, these upgrades provide a taste of the local cuisine in a more refined way. 

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Such meal options cater to food enthusiasts and those looking for a deeper cultural immersion, making your tours more appealing to a broader range of customers who value gastronomy as a key part of travel.

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Transport Add-Ons

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Transport add-ons enhance the convenience and comfort of your tours by providing various transportation options such as private cars, luxury coaches, or even scenic train rides. 

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These services are particularly appealing to those who prefer not to navigate on their own in a foreign locale or those who appreciate a higher level of comfort and privacy. 

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Additionally, efficient transport solutions can help manage tour schedules more effectively, ensuring that guests have a smooth and enjoyable experience.

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Travel Insurance

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Offering travel insurance as an add-on provides travelers with peace of mind, especially during international trips or high-adventure activities. This insurance can cover everything from trip cancellations and medical emergencies to lost luggage, making it an essential option for many travelers. 

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This safeguards your customers' investment in their travels and enhances your company's reputation as a thoughtful and customer-focused provider.

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Importance of Add-Ons for Tour and Activity Providers

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Add-ons play a crucial role in the business strategy of tour and activity providers by enhancing customer satisfaction and boosting revenue. 

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These optional extras allow businesses to offer a more tailored and enriched experience, leading to higher customer engagement and increased spending. 

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While diversifying your offerings with add-ons significantly enhances customer satisfaction and boosts revenue, understanding overarching marketing strategies is equally crucial. Enhance your knowledge of this by exploring effective marketing strategies for tour and activity operators to fully leverage your business’s potential.

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Enhancing the Customer Experience

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Add-ons offer a way to customize and enhance the travel experience, allowing customers to personalize their journey to better suit their interests and needs. 

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By offering choices like special access tickets, behind-the-scenes tours, or unique local experiences, providers can significantly enhance the overall value and enjoyment of the tour, leading to increased customer satisfaction and loyalty.

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Increasing Revenue for Providers

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Strategically selected add-ons can significantly enhance a company's revenue streams. 

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By offering premium experiences or conveniences, providers can attract a higher level of spending per customer without the need for extensive marketing or drastic changes to the core offerings. 

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These extras can be a low-cost way of increasing the average transaction value, improving profitability with each booking.

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Key Takeaways

• Add-ons are key to enhancing customer satisfaction and creating memorable experiences.
• They serve as an effective tool to boost revenue, often with minimal additional overhead.
• Regularly updating and refining add-on offerings can keep your experiences fresh and appealing.
• Effectively marketing these add-ons can significantly increase their uptake.

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Frequently Asked Questions

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Are There Any Hidden Costs Associated with Offering Tour Add-Ons?

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While add-ons can increase revenue, they might come with hidden costs such as increased insurance, training, or inventory management. It’s important to evaluate these costs thoroughly before implementation.

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Can Add-Ons Help Overcome Seasonal Fluctuations in Tour Bookings?

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Yes, add-ons can help balance seasonal fluctuations by attracting customers with unique, seasonal, or weather-independent offerings that complement your main services.

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How Often Should You Update Your Tour Add-On Offerings?

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Updating your add-on offerings regularly, at least annually or seasonally, can help keep your tours attractive and competitive, addressing changing customer preferences and market trends.

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