By Kevin Tjoe — 13 Apr 2023
A guest blog by GetYourGuide.
Many tour owners believe that they cannot optimize or grow their product sales on Online Travel Agency (OTA) platforms like GetYourGuide, Viator, and Expedia.
However, this is not true, as there are many ways to optimize for:
In this article, we will explore the critical factors for optimizing both volume and conversion rate, which ultimately lead to better rankings on an OTA. We will also provide some tips on how to test and compare your tour with your competition.
One of the essential factors that determine a product’s ranking on an OTA is the revenue it generates for the platform. The more bookings a product gets, the higher its ranking will be.
There are other factors that may influence a product’s ranking like the number and quality of reviews, pricing, availability, and relevance to the customer’s search criteria.
However, revenue generated is the most significant one, so we’ll focus on it.
The ranking of an activity can be described as a loop:
You can visualize it as follows:
Therefore, it’s crucial to find levers to impact Volume and Conversion Rates which we’ll talk about below.
OTAs consist of two main landing pages: search pages and category pages.
As a tour owner, it’s crucial to be included in all relevant search and category pages. The more search and category pages you’re included in, the more customers will see your product.
GetYourGuide search results page
Using those OTAs create category pages where they list activities. See example of “Family-friendly activities in New York” below.
GetYourGuide category page
The more search and category pages you’re included in, the more customers will see your product.
Here are the most important tips for optimizing your tours for volume:
For example, on GetYourGuide you can add keywords when setting up the tour.
Note: make sure your tour information is relevant. All the information included in your tour listing should be complete, accurate, and relevant to attract the right customers and increase conversion rates. Irrelevant information may lead to low conversion rates, negative reviews, and harm to your reputation.
Conversion rate refers to the percentage of people who book your tour after viewing it on an OTA platform. Here are some key factors for optimizing conversion rate:
The more reviews and the higher the review rating you have, the higher your conversion rate will be.
Customers look for activities they can trust and tend to pick those with more reviews if they have a similar offering. Ask your customers to leave a review after the activity and provide them with a link/QR-code to the OTA to do so.
Ensure that your activity is bookable by as low and as many people as possible and as often as possible.
Don’t set too harsh conditions on your tours, such as allowing only two tickets minimum or setting a minimum price too high. Tours with two minimum participants have, on average, 30% less conversion rate, and tours with three minimum participants have 85% less conversion rate.
There’s a chance to improve your activity by making it available as frequently as possible, on as many days as possible. By offering more dates and times to choose from, potential customers are more likely to discover a convenient time that works for them, which can result in more bookings and ultimately, higher revenue.
Add beautiful images that allow customers to envision themselves in the experience.
Research shows that 93% of customers make their purchase decision based on the first 4 images. Use the most engaging, representative, and well-composed photos as your first four images to increase the likelihood of a customer booking.
Additionally, our research shows that having 10 or more high-quality and relevant images can increase bookings by up to 24% as customers are better able to picture themselves enjoying the activity.
Ensure your descriptions are accurate and free of errors.
To summarize, as a savvy tour operator, you can boost your bookings with a few simple steps.
As a savvy business owner, it’s crucial to keep an eye on your competition and continually test and improve your performance. Here are some helpful benchmarks and tips to help you stay ahead of the game:
Here are some benchmark numbers and suggestions for you:
Optimizing your tour for volume and conversion rate is crucial for success on OTA platforms like GetYourGuide. By following the key factors discussed in this article, you can increase both your volume and conversion rate, leading to more bookings and revenue for your business. Don’t forget to test and compare yourself with your competition regularly.
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