Earning bookings from new customers is always rewarding, because it means you have discovered a new revenue stream and potentially unlocked another market segment within the travel industry. While it’s important that you dedicate a large portion of your distribution strategy and your marketing campaign to attracting new customers to your tour and activity business, it’s also necessary to focus on customer retention.

Wondering how to increase your customer retention rates? Here’s a bit of advice:

Invest in Retargeting Ads

As you know, the vast majority of your site visitors are going to abandon your website before they book one of your tours and activities. You don’t have to settle for this, though! With retargeting ads, you can remind your previous site visitors that they had an interest in your tours and activities, and you can incentivize them to come back to book with you.

Create and Enforce a Cancellation Policy

In order to minimize your own revenue loss, you need to create a cancellation policy, make your customers aware of it and always consistently enforce it. For example, you may require your customers to cancel at least 48 hours in advance if they want a refund, as this allows you to fill those last-minute seats. Customers who cancel within 48 hours of the tour may still be required to pay the full price, or at least a portion of the price of the tour.

Stay in Contact

Customers who feel valued and appreciated are more likely to keep their booking and also recommend your tour and activity company to their friends and family members. Use automated e-mails after a booking has been made to stay in touch with your customers prior to their tour. You also should confirm their tour at least 24 hours in advance.

Offer a Rewards Program

Designing a valuable rewards program is an easy way to keep customers booking your tours and activities again. Some rewards programs offer discounts for referrals, or free souvenirs if you book another tour within a certain amount of time. Your rewards program should encourage travelers to visit again and also recommend your business to others who may be planning a trip to your destination.

Manage Complaints Consistently and Effectively

Customer complaints are inevitable, so it’s important that both you and your staff are prepared to deal with them from time to time. Develop a strategy that will show the frustrated customer that you value their input and you are ready to make it right. Keep your responses as consistent as possible.

Your online marketing strategy should focus on customer retention throughout all aspects of the online booking journey. From the moment travelers discover your website until the day they book their tour and after they complete their activity, you need to prioritize their experience and do what you can to keep them as customers long into the future. For more information on developing a comprehensive online marketing strategy, download the Rezdy online marketing ebook today.

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