It's been a good few years for tour operators. Studies show that tour revenue in the US has increased or been steady since 2009. Meanwhile, global international tourism revenue has risen every year since.But what's behind this trend? To what can we attribute the industry's growth? The answer is a combination of factors that, when combined, create an ideal environment for an upsurge.Let's take a look.

Digital Marketing

Over the past decade, digital media has become an indispensable part of the tourism industry. With each passing year consumers rely on the web a little more, and this has led to an uptick in online travel sales in the US and even greater growth in emerging markets.Annemarie Medrzycki, online marketing manager at Arizona Outback Adventures (AOA), largely attributes AOA's increased sales to meeting her customers where they are. But AOA doesn't invest in banner ads or costly sponsorships to garner attention online. Rather, they employ tactics designed to generate leads. Says Medrzycki, "Most of our strategy has revolved around SEO best practices, developing useful content that is relevant to our customers, connecting to past customers with email marketing campaigns, and fostering strong relationships with relevant media outlets to cultivate good editorial coverage."

Social Networking

Social media, too, has made it easier for tour operators to get in front of customers. Launched in 2006, Twitter now has 316 million monthly active users, while Facebook has surpassed a staggering 1.4 billion along with 700 million monthly users on Facebook Messenger. Platforms like these have given businesses an avenue for reaching new customers, as well as building brand affinity and fostering word-of-mouth. Last year, the Association of British Travel Agents (ABTA) reported that 44 percent of millennials use social media sites like Facebook and Twitter to research or plan a trip.

44 percent of millennials use social media sites like Facebook and Twitter to research or plan a trip.

"Social Media is important to [our] marketing efforts as it allows us to reach a broader audience with compelling content that introduces people to our brand experience and drives traffic to our website," says Karen Sinclair, director of marketing with adventure travel company Zegrahm Expeditions. Sinclair focuses most of her efforts on Facebook, which she says is the go-to social network for her "older, affluent demographic."

Adventure Travel

Another major driver of growth for tour operators has been a strong interest in specialty adventure tours. From 2009 to 2012, adventure travel in North America, South America, and Europe expanded by 65 percent—and this boom will carry on with another revenue boost of 23 percent this year."Studies have shown again and again that adventure travel is on the rise. We've seen that reflected in our own business," AOA's Medrzycki says. "I think that people are choosing to travel differently than they used to. There is a greater focus on finding new experiences and cultivating memories."According to Magaly Toribio, marketing advisor for the Dominican Republic Ministry of Tourism, while beaches are still a draw, travelers are booking trips to mountainous areas like Jarabacoa and Samaná more and more. "When visitors flock to these lush areas to experience Mother Nature's playground and hunt for adrenaline-pumping thrills, they often choose to stay at fitness-oriented boutique hotels," Toribio says.

Online Bookings...and More

Let's not forget the importance of online travel booking, which reached an all-time high back in 2013. "We have online reservations capability for those who prefer to book their trips on our website, and have had this for at least the past eight years," Sinclair says, adding that she's seen "some growth" in bookings completed online.But Sinclair also points to another possible factor for mounting tour operator revenue: cost. "Trip prices have consistently risen since 2008 for most tour operators, which contributes to the trend we are seeing in revenue growth," she says. "For Zegrahm Expeditions, we have continued to see growth in our overall revenue, expanding the number of trips we offer on all seven continents and increasing the number of guests that travel with us each year."

What's Next?

So what's the next major trend to influence tour operator revenue? It's sure to be mobile, with smartphone-based bookings expected to "surge" in the years to come. In the US, mobile bookings accounted for 5 percent of travel bookings in 2012 and will likely grow to 18 percent in 2016. In Europe, the jump will be from 6 percent to 22 percent, and in China, from 1 percent to 33.Tour operators who embrace this channel shift will surely be rewarded. And for those who effectively leverage all of these business strategies? There's no end to the sales in sight.

Promoting your tour and activity business to generate more bookings and build your brand may require more than one approach. Constant Contact reports that small business success is directly linked to multi-channel marketing — 82 percent of small businesses and nonprofits use this approach. So whether you're struggling to keep the calendar booked this season or are have recently opened for business, you need a strategic marketing plan for all those channels in order to attract and retain those customers.Whether you're using social media to promote your company or are putting together an email marketing campaign, make sure you're reaching your target in fresh and innovative ways — and reducing the chances of turning customers away. Here are nine marketing mistakes every tour and activity operator needs to avoid.

1. Not updating your website regularly.

Having an attractive and professional-looking website is essential for any tour or activity operator — it's a gateway to reservations and also showcases everything your business has to offer. As The 2014 Traveler's Road to Decision report by Google shows, the majority of your customers will be turning to your website to search for ideas: 65 percent of leisure travelers turn to the Internet to do some research before they've even decided where or how they are going to get there.In addition, you may lose placement on search engine result pages if your website hasn't been updated with fresh content. The latest research about Google's algorithm update reveals that sites with new or fresh content may earn higher rankings on search engine results pages because Google deems them more relevant to online searchers. Prevent slipping down the ranks by posting fresh content in the form of updated tour and activity descriptions, adding photos or video clips of tours and activities you offer, or by updating a blog regularly with content about your tours, activities, industry insights, or recent excursions and trips.

2. Focusing too much on the competition.

Whether your business is located in a busy tourist district or a quieter locale, focusing too much on what your competitors are offering can backfire. Experts say that it's best to avoid lowering your prices just to beat out the competition and focus instead on promoting the value you provide to your customers.

As a tour or activity operator you can create custom packages for customers who are willing to pay a little extra for a more personalized experience.

As a tour or activity operator, you can do this by creating custom packages for customers who are willing to pay a little extra for a more personalized experience. Or, you could offer tiered pricing for your offerings. For example, a charter boat rental company could offer 2-hour boat trips with the option to add an additional 30 minutes or an hour at a discounted rate.Use online booking software programs, such as Peek Pro, that allow you to set up tiered pricing and add-ons at checkout so customers can create and enjoy experiences they just won't find anywhere else.

3. Being inconsistent with social media.

While social media sites like Facebook, Twitter, and Instagram are all highly interactive platforms that can help you engage and communicate with customers in different ways, you still need a strategy to ensure your social media efforts pay off. Negative consumer interactions typically occur when you're posting uninteresting content that is of no value to your guest, or when you're engaging with your followers and fans in an unprofessional way.As a tour and activity operator, you need to have a plan to share photos, videos, special offers, and interesting posts or insights regularly and follow up to any comments or feedback you receive. Ultimately, your social media interactions must have some purpose behind them or you risk losing fans and followers. Consider scheduling your posts using tools like HootSuite or delegating all social media tasks to one or two staff members.Additionally, using hashtags with all of your posts on Instagram and Twitter can help you attract more fans and followers every time you post. You can use local hashtags (e.g. #[your city]) to get the attention of locals and also include relevant hashtags such as #travel, #tours, #[your business name] to generate some interest. On Facebook, make sure to include links to your website or online booking page when relevant. This maximizes your reach and helps you get the most out each photo, video, or status update.

4. Neglecting to follow up with customers after a reservation.

When you've done the hard work of running a promotion or seasonal offer and customers are booking away, make sure you have a follow-up plan in place to confirm their reservation and keep them engaged until they arrive at your venue. Statistics show that today's customers expect to be acknowledged in some way or they may simply leave. FollowUpSuccess.com reports, “68 percent of customers will stop buying a product or service because of an attitude or feeling of indifference towards them by one or more persons representing their company."Whether you follow up with a friendly email confirmation message or have a staff member call the customer to confirm their reservation over the phone, the goal is to follow up with the guest in some way so they feel valued for their business.

5. Ignoring the value of email marketing.

Stay in touch with customers through email — even after the tour or activity. ExactTarget points out that 70 percent of people say they always open emails from their favorite companies. You can keep past customers and prospective customers engaged and become one of their "favorites" with a targeted email marketing campaign.For example, a kayak tour operator could set up a monthly newsletter that keeps subscribers up to date on seasonal events, the latest tours available, and interesting insights about kayaking from the owners. A boat rental company might send out quarterly newsletters with boating tips and advice, latest tour offerings, and news about the company. The goal is to keep subscribers engaged whether they are in the trip-planning stage or not. When they are planning a trip to the area, they may just think of your company first because they feel a connection with you.

6. Neglecting to promote online booking features.

If your tour or activities business offers online booking options, make sure prospective customers know about it. Not everybody will know that they can book online. Promote your online booking features prominently on your website and make sure to display a large "Book It" button where appropriate. If you use an online booking software program, such as Peek Pro, you can post highly visible buttons around your website and also implement a calendar where customers can pick and choose dates and times based on availability.

7. Forgetting about past customers.

Many of your customers may be one-time visitors — booking a tour or activity because they were traveling in the area — but some may be frequent travelers to the area, or even locals. Consider that it can cost six to seven times more to acquire a new customer than retain an existing one, according to research from Flowtown. Focus some of your marketing efforts to focus on existing customers so you can spend less time and resources on promoting your business. This could be as simple as extending a discount to customers for their next visit or offering a special package for return customers. You could reach out to customers via email or connect with them on Facebook and Twitter to promote your customer loyalty offerings.

8. Ignoring negative reviews and low ratings.

If some of your customers have posted negative reviews online or given your business a low rating, make sure you are taking steps to rectify the situation. The White House Office of Consumer Affairs reports that news of bad customer service reaches twice as many people as praise for a good experience. Even if you can't do anything about that particular customer, you can make the effort to promote all of your positive ratings and testimonials.Set up a reviews page on your website dedicated to showcasing happy customers and promote reviews on your social media sites to ensure the average web surfer sees more of the positive than the negative feedback about your company. Promoting positive reviews can be a valuable part of your marketing strategy and you can encourage customers to send feedback with some of these tips.

9. Always trying to sell something.

Even though it's important to spread the word about seasonal packages or promotions you're running, avoid being too direct with your approach. When you're busy creating content for your blog and social media sites, think of fresh ways to engage your audience instead of just selling to them — a turnoff for many customers, as Mark Babbitt, co-author of A World Gone Social: How Companies Must Adapt to Survive explains.When you want customers to become loyal fans and build up a following, you need to share interesting content without the sole purpose of booking a tour or activity. For example, a deep sea fishing boat tour operator might share content about weather conditions for the day, a few words from the captain every week, or a blog post about fish native to the area.From neglecting to follow up with customers to ignoring feedback, make sure your tour and activity business isn't making some costly marketing mistakes. Use these tips to create a cohesive and effective marketing strategy that attracts more customers in any season.

The face of the modern traveler continues to get younger. Millennials — those ranging from 16 to 34 years of age — now account for 35 percent of travelers, according to The Boston Consulting Group. While this younger generation of adventure seekers may have limited discretionary income to put towards a travel fund, they're still making time for travel, taking more than four leisure trips per year, reports BCG.Appeal to this younger audience by focusing some of your marketing efforts to what attracts them most. Here are seven ways tour and activity operators can market to millennials.

1. Maintain an Active Facebook Presence

Facebook can be a valuable marketing tool for small businesses targeting millennials. The Statistics Portal reveals 12 percent of those surveyed visited a business's website after seeing a promoted post on Facebook. Those who took advantage of a Facebook offer that could be redeemed at a local store was even higher: 40 percent. In the case of tour and activity operators, running a Facebook offer to complete an online booking would be the equivalent.Whether you decide to run special promotions throughout the season, implement an online booking widget on your Facebook page, or simply share videos and snippets about your activities, staying active on Facebook will help you engage this captive audience.

2. Have a Mobile-Ready Website

According to a study by SDL, the average millennial checks their smartphone 45 times a day and is 56 percent more likely to discover content on social networks versus a search engine or even email. TheNextWeb.com shares some valuable tips for making your website mobile-friendly, highlighting the fact that the layout and design of your site must fit the small screen and images need to be compressed to ensure a fast load time.You will also need to set up a streamlined checkout process so that it only takes a few taps and screen swipes to book a reservation. You can do this with Peek Pro — customers just click on a "Book It" button embedded on each section of the mobile site and are taken to a secure checkout page to complete their reservation.

3. Run Seasonal Packages

Consider that many millennials will be on summer vacation for a few months after the school year, making plans for spring break, or flocking to your area to visit family and friends during the holidays. Create seasonal packages specifically for this market and promote them on social media channels, on your website, and in marketing materials. For example, adventure tour operators could promote an "end of summer getaway" package that includes a tour and gift certificate to an area restaurant. Kayak and boat rental operators could run spring break specials throughout the spring season to attract visitors in and around the area. A food tour or ghost tour operator could run back to school specials to encourage travelers to secure a spot before school starts up again.

4. Promote a Bring-a-Friend Campaign

Word-of-mouth marketing is still one of the most effective ways to generate interest about your business. Nielsen reports 92 percent of consumers around the globe say they trust word of mouth or recommendations from friends and family above all other forms of advertising. Let your customers do the marketing for you by prompting them to bring a friend along to join the experience. This not only encourages the guest to share information about your company to that friend, but might also encourage the other party to talk about what they are doing with their friends and acquaintances.

5. Show Off Guest Experiences

Many millennials — as many as 40 percent, according to ICE Portal — are tuning in to social media and websites to consume user-generated content when making travel plans. User-generated content can take the form of everything from online reviews and ratings to photos of guests enjoying the experiences you offer.Show off photos of guests having fun at your venue who have posted their photos on social media sites like Instagram or Facebook. You can re-post these photos and promote those happy moments to your advantage. Another option is to showcase testimonials or reviews you have received in the past week or month. Put the spotlight on rave reviews by sharing them on your website, blog, or a social media status update.

6. Run Social Media Contests

According to a Chase Card Services survey, a whopping 97 percent of millennials will post on social networks to share their experiences with their friends when traveling. In addition, 73 percent will post something at least once per day during their trip. Since these travelers are already keen to post something on social media and engage their fans and followers, join the fun by running a social media contest.As a tour or activity operator, you could encourage guests to use certain hashtags to be entered into a drawing for a package or to respond to questions you post on social media. Encouraging guests to follow you and participate in social media conversations is a form of indirect marketing — every time a user engages with one your accounts, they leave a digital footprint where their friends and followers take notice.

7. Offer Options to Customize

Millennials aren't looking for cookie-cutter experiences — they want to be able to enjoy a unique adventure or experience they can brag about. TravelAgeWest.com reports on how all-inclusive packages are not that attractive to millennial crowds. Instead, "they want their vacations to be personal, authentic and sharable."

Millennials aren't looking for cookie-cutter experiences — they want to be able to enjoy a unique adventure or experience they can brag about

Give your younger travelers as many options as possible when booking a trip so that they feel like they truly are enjoying something the average traveler doesn't or can't have.Offer add-ons at checkout, such as private tour experiences, meal service, or an educational workshop or other special event. You might also offer a discount on a secondary tour or activity booked within a few days of the first one so that the traveler feels like they are customizing their experience. You can set up add-ons and special pricing using an online booking software program like Peek Pro. The platform allows you to create an entire list of add-ons for each tour or activity so travelers can pick and choose what they want as they check out.From running seasonal packages to running social media contests, there are several ways you can reach out to the millennial traveler. Use these marketing tips and strategies to pique the interest and engage this active market of tech-savvy travelers in any season.

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

1. Deliver Exceptional Customer Service

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

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

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

2. Offer Referral Bonuses

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

3. Host Private Parties and Exclusive Events

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

4. Extend Exclusive Offers for Returning Guests

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

5. Connect with Guests on Social Media

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

6. Send Postcards in the Mail

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

7. Send Emails throughout the Year

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

8. Offer Customization Options

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

9. Keep an Eye on the Competition

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

10. Send a Thank You Card by Mail

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

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

Offer Corporate Rates and Discounts

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

Run Corporate Specials Throughout the Year

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

Ask Customers for Referrals

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

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

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

Invite Business Groups on Meetup

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

Host Wellness Events for Corporate Travelers

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

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

1. Not Responding to Posts and Comments

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

What You Can Do:

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

2. Posting Too Frequently

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

What You Can Do:

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

3. Posting at the Wrong Time

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

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

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

What You Can Do:

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

4. Neglecting to Use the Facebook Reviews Feature

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

What You Can Do:

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

5. Only Posting Your Own Content

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

What You Can Do:

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

6. Neglecting to Offer Booking Options Directly Through Facebook

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

What You Can Do:

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

Final Thoughts

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