It’s the one thing operators say again and again: more direct bookings.
One consistent result of Arival’s industry surveys of operators since we started tracking in 2018 has been operators’ keen interest in growing their direct business. For two out of three operators of tours, activities and attractions, growing direct bookings is a top business priority.
And it’s easy to understand why. Sales through online travel agencies (OTAs) and other resellers mean paying commissions of 20% to 30% or in many cases much higher. Reseller bookings also limit operators’ ability to remarket to those customers and grow their own customer database.
Smart, efficient direct marketing should be a part of every tour, activity and attraction operator’s business plan. However, building a strong marketing operation to drive those direct bookings is not easy. It requires investment of time and money, and it can be especially difficult if you are running a small tour or activity business.
This report from Arival’s Global Operator Landscape (3rd. Edition) looks at the role of direct channels for tours and attractions, the channels operators use for marketing, which channels they see as most effective, key gaps in operator marketing, and opportunities many are overlooking.
What’s in this Report:
- Direct Bookings are Big Business
- Marketing Challenges Operators Face
- The Marketing Channels Operators Use (and Don’t)
- The Most Effective Marketing Channels
- The Traveler-Operator Channel Gap
- Operator Takeaways
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