Four Reasons Why Tour, Activity Operators Should Offer Guest Photos

This post from Arival partner PicThrive shows why – and how – operators can grow ancillary review and guest engagement through delivering digital memories

Reading Time: 2 minutes 32 seconds

PARTNER POST

Tour and activity operator sales of guest photos and videos are on the rise, offering more opportunity for ancillary revenue sales in 2022 through both online and on-location retail options. 

PicThrive looked at the digital album sales in 2019 and 2021 for hundreds of operators in North America to compare current trends with pre-pandemic data.*

The findings suggest those operators incorporating photo and video souvenir sales into their customer experience will continue to see positive returns.

1. Amid an uneven recovery, photo and video sales remain strong

From May to August 2021, total photo and video album orders grew 45% over 2019. This is in line with the strong performance of the outdoor, adventure and watersports sectors of tours and activities as the global travel industry emerged from the pandemic. While the growth picture is more uneven in 2022, photo and video upsells continue to be performing well. 

What does this all mean for operators? 

Total bookings may be down, but as we check in with customers this July, our marketing and sales reporting continues to see a positive trend on a per guest basis.

“Tour and activity customers are placing more value on experiences as we all get back to traveling, and as a result they are buying more photos and videos of their experiences,” says Co-founder and CEO Neal Belovay. “Operators should be taking advantage of this ancillary revenue opportunity, especially at a time when inflation is putting pressure on profits.”

2. Guests value a quality experience

Guests will pay a premium for the experience and convenience of easy access to great photos and memories.

As an operator, you don’t want to scare off guests by outpricing your albums. Plus, you want to ensure that part of the guest experience is leaving with a one-of-a-kind memento. But our data suggests guests may be willing to pay more for albums than you might think.

The figure below shows that more than 40% of albums sold at a price range of $20 to $60 in both the U.S. and Canada, in their respective currencies. And while the Canadian operators show higher shares in the lower price points, there’s even more activity for albums priced above $60. 

3. Guests who get photos also share them

Guests who have photos are more likely to share about the experience online and post those photos. One in every 10 guests who purchase digital memories share them in a review on TripAdvisor, Google Reviews or Yelp. Guests are choosing TripAdvisor over other review sites by almost two to one.

As an operator, you should make it as easy as possible for your guests to review their experience and share their photos online. Guests accessing photo albums via the PicThrive platform are able to directly share their purchased images to the three big review sites as well as several social media platforms. So it makes sense for operators to promote post-adventure engagement through their online photo gallery. 

Arival 360 | SAN DIEGO 2024

30 September – 3 October 2024

Insider Pro Access Members Save 20%

THE event of the year for solutions-focused In-Destination Experience
creators and sellers

Save up to $660 with the Spring Savings ticket

Learn More

4. Online photo galleries offer another way to engage your guests 

Guests take time after their adventure to go back and keep enjoying their albums. They are most active in their albums Sundays (17.5%) and Mondays (16%), compared to Fridays (12.5%) and Saturdays (15%). 

Those brands offering an online gallery for purchased photos and videos are able to extend the guest experience, with additional touchpoints to continue the engagement. 

“Families are getting outdoors, living their best life, and want photos to cherish for a lifetime,” says Belovay. “The extended guest interaction with photos that we’ve discovered in this data is really just further proof guests value having those memories more now than ever. Those unique, hard to capture moments directly link to how photo sales can help protect your family business, because let’s face it, weather is unpredictable.”

Get the free ebook on guest engagement through photos

There’s more to learn from the guest behaviors and operator strategies of 2021. Through studying millions of photo retail transactions, we’ve uncovered interesting guest behaviors to help outfitters, adventure parks and adventure tour operators simplify selling photos and videos.

The PicThrive ebook has both the full 2022 Insights as well as a checklist to prepare for peak season. Get your free copy today. 

* PicThrive removed the 2020 data, due to all the pandemic-related shutdowns, so we have a more accurate view of what was happening when operations were active.

Become a Pro Access member to save 20% on Arival in-person events and gain access to 600+ articles, 350+ on-demand videos, 45+ research reports, guides and more, starting at just $179/year.

GET ON THE LIST!

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up
Print Friendly, PDF & Email

Trending

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].