A growing number of marinas are specializing in pleasure craft rentals, including kayaks, motorboats, jet skis and stand-up paddle boards. If you're among this segment of activity operators, you're likely facing stiffer competition to attract guests. One way to stand out above the rest? By providing a great online booking experience for your guests. With the Internet serving as a major medium of communication in the travel industry, "web exposure is a major sales-driving force," IbisWorld points out in a recent study on tour operators in the U.S. "And consumers will increasingly use online trip planning resources."Here are the top reasons your marina should accept online bookings for recreational watercraft rentals.

1. It Improves Customer Service

Rather than calling directly to inquire about available rentals and provide payment information over the phone, a growing number of tech-savvy travelers—at least 85 percent—are going online to shop for, and book experiences. So if you don't offer a great online booking experience, that's a big school of fish to miss out on in the ocean of customers.And it's not just about catering to customers' search habits. With an online booking system like Peek Pro, guests will receive an automated confirmation email that can be fully customized to include any details of your choice, along with a reminder email prior to the experience and a follow-up email after. This allows for thorough and detailed communication between you and your customers, without having to play phone tag or make lengthy calls. And if maintaining that personal connection from the get-go is important to you, perfect! With Peek Pro, you can opt to accept pending bookings online, but still require a phone call to verbally seal the deal and confirm the reservation.

2. It Makes It Easy For Guests To View All Their Options

If you're currently taking reservations over the phone and find it difficult to clearly communicate all the details, consider how much time and effort you'll save by coordinating the entire reservation online. You're not a parrot, and your guests have better things to do than listen to you list particulars like package options and availability. Make it easy for folks to view all available rentals, seasonal packages, and special offers in one place.

3. It Streamlines Inventory Management

Inventory management. Those two little words carry a lot of weight for anyone who runs a busy rental business. Effectively reconciling available inventory and scheduled reservations can mean the difference between smooth sailing....or a totally derailed day.An intuitive online booking system like Peek Pro brings your business out of the pen-and-paper age with real-time inventory tracking.

An intuitive online booking system like Peek Pro brings your business out of the pen-and-paper age with real-time inventory tracking.

It makes it easy to assess how many items are in storage or in "repair" status at any given time, and helps you forecast whether additional equipment will be needed for upcoming busy seasons, based on your number of pre-bookings.

4. It Makes It Easy To Book Packages

If you offer any type of seasonal packages or group pricing, you need an efficient system in place to manage multiple-person reservations and special itineraries. Relying solely on pen and paper reservations or a manual entry computer system—such as a self-created spreadsheet or database—doesn't always guarantee accuracy. Turn to an online booking system where you can set up packages and seasonal reservations in the backend, so the entire booking process runs smoothly.

5. It Simplifies The Add-On Process

Make it easier for guests to hand-pick their add-on selections during the checkout process. With an online booking software, the sky's the limit for add-ons: additional equipment rentals (wetsuits, rash guards, waterproof GoPros, etc.), classes, workshops, meals, or even souvenir purchases. This is an easy way generate additional revenue, as well as set your guests up ahead of time with everything they need for a fantastic experience.

6. It Makes Your Calendar Visible In Real-Time

Give customers access to your calendar in real-time, so there's never a question about whether a reservation is available or not. Using an online booking software with clear calendar visibility makes it much more convenient for guests to plan their experience. It also helps staff members gain an accurate view of how busy a particular week or season is going to be—all they have to do is check the reservations calendar that populates automatically.

7. It Simplifies The Pricing Structure For Custom Bookings

Offering tiered pricing for guests can be a great way to generate more business. Quickbooks reports on how tiered pricing can be a valuable pricing strategy for a small business owner, particularly because customers enjoy having a variety of choices at their disposal. Peek Pro's online booking system for rentals is designed for even the most complex rental bookings and pricing configurations. You can make full use of nightly, daily and weekly rental booking and management features to accommodate all types of guest requests without extra administrative steps.

8. It reduces the risk of no-shows.

The cost of no-shows can be significant when managing any type of rentals business. As Karen MacLaughlin, owner of Karen's Kayaks, points out in our post about reducing no-shows, it costs her company an average of $1,000 in revenue when someone cancels their trip. You'll find it much easier to implement and enforce your no-show and cancellation policy when guests are required to pay for their reservation upfront and agree to your policies when confirming their reservation. This can reduce—or even virtually eliminate—no-shows, so you don't run the risk of losing revenue every time a reservation is made.From streamlining the rentals inventory management process, to providing guests access to a real-time availability calendar, accepting online bookings for recreational rentals can be a great value to your marina business.

One of the biggest challenges rental business owners face each year is seasonal employee retention. It’s an issue that simply comes with the territory: How do you cultivate a loyal team when you aren't in a position to offer year-round employment?Here are a few tried-and-true tips on how to incentivize part-time employees to stick with you:

1. Give Them a Sense of Pride in Their Role

“It’s the little things—especially for recent college graduates. Spend $25 on business cards and give them to your employees so they can show them to their parents, pass them out to family and friends, and give them to prospective customers. Little stuff like that is really nice.”— Jon Wilson, Co-owner, Action Watersports of Incline VillageIt doesn't matter if you run a bank, manage a small boat rental business, or own a chain of coffee shops: Being a great place to work is linked to outstanding business results, according to the Workforce Institute.Taking steps (even small ones) to show workers they're valued members of the team can instill pride, boost morale and a encourage a sense of ownership in the company—all contributing factors that might entice them to keep coming back, season after season. Jon points out that even simple gestures, such as ordering business cards for your top workers, sends a message that they're valued.

Quick tips:

• Give your best workers some extra authority and responsibility
• Hand out business cards
• Give everyone a title, e.g. "dock manager," "beach manager," "rentals specialist," etc.
• Recognize and reward an employee of the week or month
• Look for opportunities where employees can develop additional skills while working for you, and encourage team members who might by shy or hesitant to take on new challenges or responsibilities outside their wheelhouse.

2. Better Business Tools = Better Workday = Better Seasonal Employee Retention

“I can’t believe this company survived without an online booking system before.”— Jon Wilson, Co-owner, Action Watersports of Incline VillageHaving the right operational resources in place can spell the difference between a chaotic workday, vs. a workday that runs like a well-oiled machine. If you're trying to run a growing business—but still using outdated methods for managing reservations, payments, scheduling and customer communication—your team might not be jumping up and down to return next season.Adopting smart and easy-to-use technology such as online booking software can drastically streamline the day-to-day minutiae for your employees, and enable them to be more efficient (and happy) at their jobs.

Adopting online booking software can drastically streamline the day-to-day minutiae for your employees

Prior to implementing an online booking software, Action Water Sports "would hand-write a sheet of what boats were going out at what time and bring that down to the dock every single morning," Jon recalls. “We had five people in our gazebo, and we had a clipboard for each product (catamaran, jet-ski, kayak, etc.) So whoever had the one clipboard, they were the only person who could take a reservation.”

Nowadays, thanks to their robust online booking software, Jon's employees can...

• Easily track inventory from one place with a check-in, check-out feature
• Receive daily manifest reports automatically via email
• Accept walk-ups and manage reservations from anywhere using a mobile app
• Stay up to date on things like weather warnings and reservation cancellations via a real-time dashboard
• And a whole lot more

For rental businesses that also offer guided tours, an online booking software like Peek Pro lets managers set up "Guides" in the backend and assign them to lead specific tours or trips. The Guides can then receive automated text and email notifications updating them on key details, such whether they've been assigned/unassigned to an experience, reservation cancellations or changes, etc.

3. It Pays to Pay More

When we spoke with Jon, he was quick to address the core issue most summer or winter-oriented businesses face."One of the hardest things we have to deal with is our staffing. We’re a seasonal business and we’re a transient community where it’s hard to get people year after year," he explained. "We’ll be lucky to get people to work with us for three seasons. We’re constantly re-hiring and re-training, and it’s tough to staff."Photo courtesy Kayak AnnapolisEventually, Action Water Sports made a game-changing decision to start paying some of its top team members year-round on salary, and it's made a big difference with seasonal employee retention, Jon said.While this strategy isn't practical for small seasonal businesses just getting into the game, it's worth considering down the road as operations grow, especially from a financial perspective: The typical cost of turnover for positions earning less than $30,000 annually is 16 percent of an employee’s annual salary, according to the Center for American Progress.

4. If You’re a Summer Business, Team Up with a Winter Business (and Vice Versa)

“If you basically work it out to where the employees have guaranteed work between your company and another company year-round, it’s a win-win for everyone involved.”— Jon Wilson, Co-owner, Action Watersports of Incline VillageWe especially love this out-of-the-box suggestion from Jon: Explore the possibility of setting up a partnership with a business that operates during your off-season. For example, if you're a kayak/SUP outfitter in an alpine lake area, do some networking and establish a relationship with someone who specializes in wintertime experiences, such as snowmobile rentals. If you "basically work it out to where the employees have guaranteed work between your company and another company year-round, it's a win-win for everyone involved," Jon suggests.

5. Perks Work, Too—Even Little Ones

“We do a lot of donations to our community, so we get invited to things like golf tournaments and crab feeds, and we tend to pass that stuff on to our staff.”— Jon Wilson, Co-owner, Action Watersports of Incline VillagePhoto courtesy of Kayak AnnapolisUnderstandably, many small and mid-size companies aren't in a position to offer more pay. But there's other ways to get creative: Even in low-stakes, seasonal jobs, doling out perks can also encourage seasonal employee retention. According to Jon, this can be as simple as re-gifting freebies or giving employees a paid day off to go do something fun in the area.If you're running a rentals business, consider giving out a "friends and family" pass to each employee so they can bring a few pals on one of their off days. Or perhaps designate one day of the week "team breakfast" day, and bring in bagels, fruit and coffee for everyone to enjoy before their shift.Your seasonal business doesn’t have to be a summer job slacker destination just because it's only in full swing for half the year. Using these creative work-arounds can help foster better seasonal employee retention and a direct line to business growth.

If you’re looking for an extra advantage in what can be an ultra-competitive market, there's heaps of data proving how important positive reviews are for your bottom line. But you're probably aware of that if you're reading this article, and don't need to be reminded that 84% of people trust online reviews written by other consumers as much as they trust recommendations from people they know.The following best practices can help create customers who want to sing the praises of your watercraft rental business. Get ready to ride the wake of positive reviews!

1. No Surprises

Surprises are terrific if (1) they involve penguins, or (2) it's your birthday. But when it comes to booking a rental, everything should be crystal clear from the get-go. Staying on top of the following items can make a big difference between an average customer experience, and an awesome one...and the more awesome the experience, the better your chances for a glowing review.Neglecting the following items can be a recipe for bad reviews. Be extra vigilant about...

• Bathrooms: Unpleasant restrooms are a mega magnet for bad reviews. Whether it's on the marina, aboard the boat, or in the office, go the extra mile to keep facilities comfortable and clean for your guests. Trust us, it pays off.
• Website photos: Make sure the images of your equipment on your website accurately represent what customers are renting. The right online booking system will give you the flexibility to include multiple pictures in the checkout flow.
• Routine inventory audits: Keeping your rental products in good shape is paramount to a great customer experience, so get in the habit of scheduling regular maintenance/safety audits for all your equipment. Better yet? Automate it.
• Price transparency: Customers should always know exactly what the total price covers. Be transparent about what's excluded from the overall cost, such as life vests, gas, insurance, helmets, etc. The right online booking system should make it easy for customers to add on extras during the checkout flow, and automatically update totals based on variables such as duration and quantity. Check out our tips on simplifying rental pricing structures here.
• Customer preparedness: A lost customer is an unhappy customer. A customer who can't figure out where to park is an unhappy customer. A customer who didn't wear the right clothes is an unhappy customer. You get our drift. It behooves you—and your chances for a great review—to help customers be as prepared as possible. Incorporate all the helpful details on your website (maps, driving directions, parking suggestions, recommended clothing, weather alerts, tips on local restaurants) and reiterate these in confirmation and reminder emails, which can be easily be automated with an online booking system.

2. Urge Watercraft Renters To Leave All The Important Stuff On Dry Land

It's simple, really. Losing your phone, keys, jewelry, wallet, or expensive designer sunglasses is sad. Very sad. Sad customers are going to be more preoccupied with cancelling credit cards or shopping for a new phone, and less concerned about taking the time to leave you a review. Save your customers from themselves: Encourage folks to empty their pockets and leave the important things on dry land—especially the first-time SUP'ers and kayakers. We've all been there!

3. Delight Tech-Savvy Customers With Cool Optional Add-Ons

Think about investing in high-tech gadgets such as waterproof bluetooth speakers, GoPro cameras, photo SD cards and drones, and making them available as optional add-ons to enhance the rental experience. By giving customers the ability to document their adventures, you’re appealing to the 65 percent of millennials who want the technological capability to share their travel experiences on social media, according to a recent survey conducted by The Futures Company for American Express. The right online booking platform will make it easy to seamlessly integrate these optional add-onsinto the checkout flow.

4. Be Prepared For Walk-ups

Having a plan in place to accommodate walk-ups is just as vital as having one for those who reserved ahead of time. An online booking system makes it easy for busy staffers to register walk-ups on the spot, thanks to features like shared calendaring, real-time inventory management and mobile payment processing.

5. Regularly Check Online Reviews. Respond To Them. Learn From Them.

“Thoughtfully responding to reviews, whether positive or negative, sends a strong and visible message that each customer is valued.”

It's simply a reality of the digital times we live in: Some customers are going to take a bad experience all the way home without broaching the subject with you in person. Regularly checking online reviews is an important way to gauge what your customers like, what they don't like, and how to adapt your business to serve guests better. Get in the habit of checking and responding to reviews on TripAdvisor, Yelp, Google and Facebook at least once a week.

6. Separate Your Businesses On Yelp

Speaking of reviews: Whether you operate independently from neighboring hotels and restaurants, or own the whole marina, be sure to separate your rental business from others you might be associated with. After all, a one-star dining experience shouldn’t reflect poorly on a five-star kayak rental experience. To do this, simply search online to see if a Yelp page already exists for your rental business. If it already exists, claim it. If not, you can create new business page with reviews explicitly dedicated to the rental division of your brand.

7. Anticipate The Needs Of Your Guests

You can’t control things like the weather or a customer getting seasick, but you can be prepared to go the extra mile for your guests.

Even if you provide an exceptional rental experience, some factors beyond your control can still reflect poorly on your business. For example, if you're renting motorboats, stash some essentials such onboard—a First-Aid kit, bottled water, extra sunscreen, Dramamine, etc. If you're renting kayaks or jet skis, consider providing dry bags, lockers or even complimentary branded sunglass holders.TIP: Another thing people seem to really praise on review sites? When rental businesses offer grab-n-go snacks and beverages for purchase. Think about setting up a simple snack stand onsite, or even inviting a local food truck to set up shop in your parking lot once a week. Who doesn't love street tacos after three hours of kayaking?

8. Show The Locals Some Love, Too!

While seasonal tourist traffic might generate the lion's share of your revenue, tapping into the local scene brings big benefits, too: A recent Nielsen survey says 84% of consumers reported always or sometimes taking action based on personal recommendations, while another study by Ogilvy, Google and TNS reveals 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.Positive reviews from locals carry significant clout for out-of-towners, so go the extra mile to make the folks in your hood feel like VIPs. Here are a few ideas:

• Offer special local rates for people who live in the same city or zip code as your business
• Create a local rewards program—e.g., after five kayak rentals, the sixth one is free
• Host periodic "locals-only days" or "locals play day" to entice nearby residents to come out. This can help you build meaningful relationships in the community, and keep your business top of mind when visitors ask around for local recommendations.

Not only do positive reviews service your bottom line, they offer raw insight into what makes your customers happy—and what you can do to keep it that way. Get in the habit of applying some of these best practices, and prepare for those five-star ratings to start rolling in.

When it comes to water activity rentals, finding a way to make your brand stand out in the sea of competition makes all the difference between a dock of idle inventory, versus a calendar filled with reservations. By implementing an impactful and targeted marketing campaign, you're more likely to stand out to a wide and varied audience, from business travelers, to out-of-town vacationers, to locals looking for something new and fun to do. These 10 effective marketing strategies will keep your business "top of mind" for anyone searching for water rentals in your area, whether you specialize in motorboats, kayaks, jet skis, SUP's, canoes or all of the above. Gives these tips a try and see if they put a little wind in your sales!

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1. Sell The Big Picture—Not Just The Rental

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Our partners at Duffy of San Diego do a great job of selling the entire experience on their website, which features video, images and thorough product descriptions. We also love that they've posted a map of Mission Bay, which makes it easy to plan your excursion ahead of time.People looking for a boat rental are clearly drawn to being outside, playing on the water, and exploring new areas from a beautiful vantage point. In addition to covering the essentials (what types of boats are available for rent, prices, times, availability, etc.) remember to show people the highlights! What vista points can they paddle to? What types of wildlife can they spot? Any great dockside cafes to visit along the way? What about good swimming holes or hidden coves to explore? You know the gems of the area better than anyone—use this local knowledge to show potential customers what a great time they'll have.

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“You know the gems of the area better than anyone—use this local knowledge to show potential customers what a great time they’ll have.”

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On your website and marketing materials, paint a bigger picture of the overall experience with high-quality photos, video, or something as simple as a bulleted list of what guests will see or learn. Whether it's kayaking, SUP'ing or cruising around in a motorboat, being out on the water is an immersive pastime—take the time to write engaging, yet pithy descriptions about the experience.

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2. Publish Blog Posts About The Area

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Maintaining a company blog adds a personal touch to your brand, while giving visitors a window to your operations and services. Consider mixing it up and writing about local events and attractions in your community. By doing this, you're not just helping to educate and inform visitors—you could also be improving your website's search engine presence. People looking online for information about a particular attraction or event may stumble across your blog post, which in turn can drive traffic back to your site. Shoreline Sightseeing, a boat tour company in Chicago, writes about hyper-local topics such as the history of Lincoln Park, emerging neighborhoods, and tips on where to find some great restaurants around the city. Publishing content about area activities, events, and attractions can turn visitors into subscribers of your blog, which helps to subtly promote your business.

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3. Harness The Power Of Instagram

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One example of posts that do well on Instagram are images with a text overlay. The text can be an inspirational quote or playful statement, and resonate with your brand's voice and mission, like this one from our friends at SSI SUP. Instagram has five million monthly active users. That's a lot of eyeballs. As a rental business specializing in watercraft, you're surrounded by an ocean of awesome photo opportunities. Use this to your advantage! Here are a few stats that speak to the power of this photo-centric social platform that's dominated by visual content:

• 77.5 million - Number of users who say they learn about a product or service on Instagram.
• 75% - Number of of Instagram users who take action, such as visiting a website, after looking at an Instagram advertising post.

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“If you’re hoping to spread the word about your business, Instagram is a statistically sound place to invest your time and energy.”— Hootsuite for Enterprise

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Here are a few great examples from AdEspresso of images that generate lots of engagement on Instagram. Give these a try:

• User-generated content: Encourage customers to take photos or video during their experience, and remind them to tag your company's Instagram handle or custom hashtag (or both).
• How-to or educational content: What kinds of tips and tricks can you share with your audience? What about a video on how to get back in your kayak if you fall out?
• Behind-the-scenes shots: These can be images taken by, or of your employees.
• Motivational images: Use a text overlay on some of your favorite shots, and choose quotes that resonate with your company's brand and mission.
• And don't forget: Posts with at least one hashtag average 12.6% more engagement. As a boat/water activity rental company, use hashtags that include the city name and state your business is located in, along with terms related to your activity, like #boats, #boating, #SUP, #travel, #tourism, #water, etc. For more helpful tips on the right way to use hashtags on Instagram, we like this complete guide from Hootsuite.

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4. Ask For Reviews, And Put The Good Ones To Work!

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In this digitally dominated age, there's no getting around it: Online reviews can make or break a business.

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In this digitally dominated age, there's no getting around it: Online reviews can make or break a business.

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Approximately 84% of people trust online reviews as much as a personal recommendation, and more than half will visit a business's website after reading a positive review, according to the results of a BrightLocal survey. And with 7 out of 10 consumers leaving a review for a business if they're asked to, your takeaways are this: Ask for reviews, and put the good ones to work!

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There's lots of ways to leverage positive online reviews. Here are a few tips:

• Embed widgets from TripAdvisor or a badge from Yelp (or both) on your website.
• Host a virtual guest book on your website.
• Feature good reviews on your website. This can take many forms, whether it's an embedded screenshot, a neat graphic with a customer testimonial, or even a video.
• Share on social media. If a customer gives you an awesome shoutout, take a screenshot and re-share on your Facebook and Twitter accounts. It's a great opportunity to thank them publicly while bolstering your company's reputation.
• Feature good reviews in newsletters & email marketing.

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Pro Tip - Enabling Facebook Reviews: As a service provider, it's important to set up a star rating and reviews section on your Facebook business page. Just make sure to avoid these Facebook marketing mistakes that could turn guests away.

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5. Plan Your Paid Search Campaigns Seasonally

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Paid search advertising, or search engine marketing (SEM) offers numerous benefits to small business owners. As the experts at Search Factory point out, it allows you to secure top placement on search engines, and measure the results of your online marketing efforts with a great degree of accuracy. If you're taking advantage of paid search advertising, or pay-per-click campaigns, where travelers can find you in the "sponsored" section of search engine results when searching online for "boat tours in [your city]" or similar search criteria, make sure you plan around your peak and slow seasons for maximum exposure. When investing some of your online marketing dollars to Google Ads or Facebook ad campaigns, plan your biggest monthly spend around the months leading up to your busiest times of the year, rather than spending the same amount year-round.

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6. Build Your Email List

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Direct email marketing can be a powerful and effective outreach tool for small business owners, and it's important not to neglect it—even in an age where social media platforms compete for your attention and maintenance. Email marketing has an ROI of 3,800%, according to the Direct Marketing Association (DMA) National Client Email Report 2015. Whether you want to increase rental bookings for the season, or promote special package deals for big groups or families, turn to email to spread the word. McKinsey & Company points out email is 40 times more successful at acquiring new clients than either Facebook and Twitter.

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Here are a few quick tips on how to build your electronic mailing list:

• Set up a "subscribe" button on your website. Make it easy for customers to easily opt-in for newsletters, updates, and/or special offers.
• Run a social media contest
• Ask for emails upon check-in
• Confirm emails at checkout
• Send a monthly or bi-weekly newsletter
• Add social sharing buttons
• For more details, read our complete article here

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7. Give Guests A Reason To Come Back For More

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Renting a boat or other watercraft doesn't have to be a one-time experience. Many guests may be returning to the area more than once a year for an annual getaway, or be interested in trying a different type of watercraft.

• Promote new inventory: Do you now offer glow-in-the dark SUP rentals? (These are awesome, by the way). Encourage guests to come try something new!
• Give guests the freedom to customize their experiences: For example, some customers might like to book a multi-day package with a different type of watercraft each day.
• Extend a "thank you" discount for next time: Communicate this in a follow-up email after the initial experience. With an online booking system like Peek Pro, you can easily set up fully customized, automatic follow-up emails.
• Connect with guests via social media: Ask guests to stay in touch with you on Instagram, Facebook and/or Twitter, and follow them back to maintain an online connection. This helps put your business at top-of-mind when the guest is planning another trip in your area.

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8. Create And Promote Customized Packages With Tiered Pricing

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Offering tiered pricing on boat rentals means guests have many options to choose from when putting together their itineraries. For example, you could offer the option of extending a standard one-hour rental by half-hour increments with a tiered pricing strategy. You could also offer discounts on add-on services, such as a beginner's intro course.Use an online booking system that allows you to set up tiered pricing in the backend, so guests have options to add on more time or rent other pieces of equipment and gear at their leisure.

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9. Set Up Google Alerts To Keep Track Of Buzz About Your Business

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Whether it's a customer testimonial on Yelp, a blog someone wrote about their first SUP'ing experience on Lake Tahoe, or an awesome GoPro shot taken during a jet ski ride, take advantage of every opportunity to showcase great customer experiences on your blog and social media pages. But first, you need to know about the buzz when it happens! Setting up Google Alerts is a great way to know when people are talking about your business online. This service sends you an email when new "mentions" of your company—and any other search terms you've specified—show up in Google's search engine. We've also got more effective strategies for collecting positive reviews from customers here. From harnessing the power of social media to being strategic with paid search campaigns, there are several ways water activity rental operators can make a splash in the world of digital marketing. Try out some of these impactful strategies to keep the bookings coming.

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Read about King's Landing and their success story to keep guests happy through exceptional customer service with Peek Pro.

When you’re selling an exhilarating experience—zip lining, bungee jumping, skydiving, whitewater rafting, or anything that gets the adrenaline pumping—it's important to acknowledge the mental hurdles that some potential new customers might be contemplating. No matter how safe and controlled, some thrill-based activities can look pretty perilous to someone who’s never done them before. That's why it's important to appeal to customers’ adventurous sides, while also assuaging their uncertainties. After all, it only takes one awesome experience to turn a fearful skeptic into a full-blown convert!A guest's experience with your outdoor activity business starts long before they're whizzing through the treetops or diving face-first off a bridge—it starts when they land on your website. These 5 easy tips can help nervous customers have more confidence in your business, and give on-the-fence questioners that final nudge to click the "book it" button.

1. Bust. Those. Myths.

The folks at Skydive Oklahoma have a handy FAQ tab on their website.Some of the biggest obstacles you face in promoting your outdoor activity business are merely issues of perception. Commonly circulated myths make it easy for those waffling about your services to opt out.“By providing answers to even the simplest of questions, you’re conveying the message that you welcome newbies, you understand their fears, and you will work with them to ensure a fantastic experience.”Tackle this problem directly by using your web page to highlight and dispel non-truths. With a bungee-jumping business, for example, this might mean explaining how unlikely ocular and spinal injuries are. For a whitewater rafting tour, you might need to articulate that rafting excursions don’t necessarily involve hours of careening over Class V and VI rapids—perhaps highlight the pleasure of leisurely exploring the area around the river, and stopping for frequent swimming breaks in calm pools.Consider outfitting your website with a handy Q&A or tips for first-timers who want to know everything before getting started. By providing answers to even the simplest of questions, you’re conveying the message that you welcome newbies, you understand their fears, and you will work with them to ensure a fantastic experience.

2. Be First-Timer Friendly

Even after you’ve helped clear up some common misconceptions about your business, think about additional ways to make first-timers feel extra welcome.

Here are four ways to be first-timer friendly:

• Offer a discount for new customers: Perhaps the most prevalent (and powerful) tactic in the age of Internet deals? Discounts for first-timers. Give folks some extra incentive to follow through with a targeted social media campaign featuring themed promo codes like "BEGINNER SPECIAL." Offering the experience at a reasonable price could entice visitors to purchase, even if they’re doing so on a whim.
• Establish a meaningful relationship with potential customers: Consider the copy on your website, and the type of persuasive messaging you want to convey. It could be along the lines of "the ideal opportunity to try something outside your comfort zone," or "finally cross this off your bucket list!" You could also market your experience as an awesome and memorable bonding opportunity for friends and family. However you spin it, it's up to you to coax out the adventurous side of potential customers. Be the friend on their shoulder encouraging them to take the leap!
• Provide options that appeal to a range of experience levels: Our friend Tara Eilts, owner of Treehouse Island Zip Line Adventures, points out that "always giving options so people are never forced to do anything is a really big deal." Her business smartly offers an "Island-Only Pass" for "those who want to join in the fun…at ground level!" Another good example comes from Screaming Eagle Zip Line Tours, which offers different course levels ranging from family-friendly experiences to runs with extreme heights and speeds.

3. Got Great Reviews And Testimonials? Put Them To Work!

Ninety percent of respondents who read online reviews claimed positive comments influenced their decision to buy.

If you have an outstanding track record with clients, it's time to start tooting your own horn. Public review sites such as Yelp and TripAdvisor can essentially function as free advertising, so be sure to highlight positive feedback. It's an authentic reflection of your company, and one of the strongest forces attracting more clients. Research shows customers spend up to 31 percent more on a business with excellent reviews, and 90 percent of respondents who read online reviews claimed positive comments influenced their decision to buy.

There's lots of great ways to leverage positive reviews. Here are a few suggestions:

• Embedded widgets: Get an embedded widget for your website from TripAdvisor, or a badge from Yelp (or both). For example, our partners at Del Sur Adventures have a scrolling ticker in a prominent spot on their homepage featuring a glowing review.
• Virtual guestbook: We saw this on Balloon Atlanta's website and loved it. There's an invitation on their home page to "sign our virtual guestbook." If you click on it, you're taken to a page full of positive feedback.
• Put good reviews on your website: This can take many forms, whether it's an embedded screenshot, a neat graphic with a customer testimonial, or even a video. If you offer multiple experiences, consider embedding a positive customer review on each product page.

Our partners at World Skydiving Center feature a customer testimonial prominently on their homepage.

• Share on social media: If a customer gives you an awesome shoutout, take a screenshot and re-share on your Facebook and Twitter accounts. It's a great opportunity to thank them publicly while bolstering your company's reputation.
• Use reviews in newsletters & email marketing: If you use an email marketing service provider such as Constant Contact or MailChimp, this is another perfect channel to showcase positive reviews and testimonials.

4. Let the Customer Get to Know You

Our friends at Sierra Whitewater have a tab on their website dedicated to its guides, as well as an introduction to the owner.Having a page on your website titled "meet our guides" or "get to know our staff" is a fun and authentic way to put a human face behind your experiences, and assure first-time visitors you've got a great team. Not only does this personalize your brand, it's also an ideal place to give a quick description of each staffer's qualifications, credentials, years of experience, and passions. Instagram is an ideal platform for this as well. Consider having periodic "guide takeovers" to give potential customers a close-up look at any given day’s tours or experiences.

5. Highlight Your Qualifications

In a business where fear may be the biggest factor holding back potential customers, it's important to convey professionalism and expertise in every way. Consider putting these items on your website:

• Certifications & Credentials: Whatever you've got, list it. Sierra Whitewater points out that all of its guides are "local, First Aid and CPR certified, and have swiftwater rescue training."
• Memberships: Buttress your credibility by listing any official organizations you belong to, such as the Professional Ropes Course Association or American Whitewater. Skydive Oklahoma has a "group member" badge on their website for the U.S. Parachute Association.
• Stats: Consider listing the number of years you've been in the industry, the amount of "jumps" or "dives" logged, trips taken, number of students trained, etc.

Lastly, if your website doesn’t look professional, people may question your competence in other areas. A modern, easy-to-navigate web page (with a similarly user-friendly reservation system) is ultimately the first impression most guests will have of your business. Make it a good one!

Managing reservations and equipment are everyday logistics for rental merchants. But when manual tactics for staying organized are outpaced by customer demand, these everyday logistics can morph from "calm waters" to "perfect storm." Here are the top four challenges rental companies face, and tips for sailing seamlessly through peak season:

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1. Tracking Rental Equipment Availability

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Managing bookings can be a major pain when you factor in equipment availability. And if you're still using schedule templates from Excel, the margin for human error is inescapable—even for the most spreadsheet-savvy rental merchant. But in this Golden Age of technology, smart online booking systems like Peek Pro let you say "sayonara" to tedious spreadsheets and "hello" to streamlined inventory management.

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Solution: Use an online booking system that...

• Automatically adjusts equipment availability in real time.

• Lets you view all upcoming reservations from one consolidated dashboard, and manage equipment inventory from one place.

• Lets guides check in, and check out all rental units. This makes it easy to track all inventory, gain visibility into which staff members check in and check out gear, and prevent theft and lost rental items.

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2. Managing Complex Bookings & Pricing Models

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Tracking bookings manually is tedious, period. And if you're an outdoor activity outfitter like our friends at Cannon Falls Canoe & Bike Rental, chances are you're not just specializing in one type of rental or experience. Time to consolidate the crazy!

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Solution: Use an online booking system that...

• Makes it easy to offer add-ons for rentals

• Helps you create and manage complex rates and pricing structures

• Lets you set up and control different types of availability (hourly, daily, nightly) and block time between different rentals

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3. Maintaining Equipment

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Whether you specialize in stand-up paddle boards, electric bikes, kayaks, jet skis, ATVs or motorboats, the world of equipment rentals has a golden rule: Maintain your gear. Having high-quality, clean, and cared-for equipment keeps guests safe, sets you apart from competitors, and adds authenticity to a customer's experience.

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Solution:

• Train your staff to know when gear has reached a state of not being suitable for renting.

• Make a daily checklist available to all of your staff, and hold them accountable for completing the maintenance checks.

• Use an online booking software that makes it simpler to reference when equipment was rented out, and how often it's been used. This will help you identify when specific pieces of equipment may be in need of a more thorough evaluation—or when they have run their course and are due to be replaced. With Peek Pro, you can easily take inventory offline for repairs.

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4. Delivering Amazing Customer Service

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Perhaps the most important aspect of running a successful company: providing customers with a positive experience.

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Perhaps the most important aspect of running a successful company: providing customers with a positive experience

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Here are few quick tips every rental merchant can implement today to help ensure customer satisfaction.

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Solution:

• Offer a painless online booking experience:Make it easy for customers to (1) understand all their different options, (2) view your calendar availability in real time, and (3) make a reservation 24/7 on your website. With an online booking system like Peek Pro, walk-up customers can even register on the spot via a mobile app.

• Ask for feedback: Always follow up with your customers after their experience. Their feedback will help your business improve—and if they were happy customers, this marks an opportune time to ask for referrals or reviews! With Peek Pro, you can automatically send fully customized follow-up emails asking for feedback, and provide convenient links to third party review sites and/or your social media pages.

• Keep in touch: Speaking of social media pages, remember to invite customers to share images or video from their experience. This is one of the best ways to generate word-of-mouth enthusiasm for your business!

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Though peak season presents its difficulties for rental businesses, implementing a few easy fixes can have you running better than ever. Utilizing booking software can streamline the day-to-day, and free you up to focus on the bigger picture...which we wager is quite beautiful from where you're standing.And while you're thinking about overcoming some major business challenges for rental businesses, let's zero in on a big one we mentioned in this article: rental pricing. A robust online booking software can help manage the pricing nuances for your particular rental business, but how do you avoid investing in an online booking solution that only works for some parts of your rental business? All these things and more must be considered - invest the time now and you'll receive the dividends for decades.