As travelers increasingly turn to online booking platforms and social media to plan their trips, you’re not just competing with other tour operators, but also multiple booking channels.
But what if you could flip the script and drive more guests to book directly through your website, bypassing third-party commissions and having full control over your customer relationships?
In this article, we’ll dive into proven strategies to help your helicopter tour business secure more direct bookings, with real examples and insider tips that will take your business to new heights.
1. Invest in the right online booking software
In an industry where two out of three travelers use OTAs to plan or research their trips, capturing direct bookings isn’t exactly a walk in the park. That’s why you need all the resources on your side starting with the right booking software.
Choosing a booking software tailored explicitly for travel businesses has many benefits, from optimized tour pages and smooth checkout systems to AI-powered abandoned booking emails. Ah, and this applies to both desktop and mobile. With the uprise mobile bookings, you want to ensure your helicopter tours can be easily booked on a smartphone, too.
A wonderful example is Black Hills Aerial Adventures, which saw a 25% increase in direct bookings and a 90% reduction in no-shows after switching to Xola. The helicopter tour operator attributed the growth to its new, fully optimized website and the ability to quickly process payments online.
2. Offer website-only discounts
Your customers are primarily motivated by pricing. Website-only discounts will encourage them to book directly with you. For example, a tour operator could promote a 10% discount for customers who book through their website rather than third-party platforms. This tactic helps to offset the commission fees charged by OTAs and encourages visitors to choose direct booking over other options.
3. Implement a loyalty program
A loyalty program can bring guests back for a second, third, and fourth visit with discount codes, special access, and exclusive events. These perks should only be available for website bookings, encouraging guests to book directly with you rather than seeking out competitors or using OTAs.
For example, a helicopter tour company might offer frequent flyers a 10% discount after their second booking, or VIP access to private helicopter tours. As customers continue to book through the company to unlock these rewards, direct bookings will naturally increase.
4. Bring back visitors who abandoned their booking
Not everyone completes their booking on the first visit. Yet this doesn’t mean they’re not still interested in flying with you. This is where an abandoned booking email or SMS reminder system comes in. Operators can use Xola’s Abandoned Booking Recovery emails to rescue those uncompleted reservations. This feature automatically sends an email reminding customers to return to the booking page where they left off — and it works. Wisconsin’s Foxy Pedlar turned around 30% of previously abandoned revenue into sales using this strategy.
5. Create custom packages and offer private tours
Offering customizable packages for private tours is an excellent way to generate higher-value bookings and drive more direct sales. As a helicopter tour operator, you could offer private, VIP helicopter tours with tailored experiences, such as notable routes or luxury add-ons like gourmet meals at a scenic location, or bring a professional photographer onboard. Promoting these exclusive packages directly on your site, rather than through third-party platforms, allows you to capture customers looking for something a little more special than your typical flight.
6. Engage in paid search ads
Paid search marketing can help attract high-intent customers actively searching for helicopter tours. Technically known as Search Engine Marketing (SEM), this strategy allows businesses to pay to appear at the top of Google’s search results for specific keywords — like “best helicopter tour in NYC.” The chances of these users converting are significantly higher than other marketing channels, since they actively seek the experiences you’re selling. With targeted ads leading to a high-converting landing page, you can drive traffic to your website and increase direct bookings.
7. Ask for reviews
Positive reviews are powerful tools for building trust — and influence — with future customers. One of the biggest reasons why people prefer to book via OTAs is that they have instant access to credible online reviews. By displaying customer reviews on your site, you can give potential customers the feedback they want.
8. Leverage Social Media to Build Direct Booking Channels
A helicopter tour is a visually stunning experience, making capturing good social media content easy. You could, for example, record a video clip of the highlight of your tour — whether it be a national monument or a scenic valley — every day of the year, sharing it with your audience daily. You can strike up a conversation about the weather, or how the overall vibe of the experience changes with the season. Get your followers involved, asking them: “Who wants to predict the forecast for tomorrow?”
Social media is an essential tool to connect with potential customers. Whenever a tour company shares content on Instagram, Facebook, or TikTok, it’s an opportunity to drive traffic to their booking page. Whenever you share footage of a flight, the post should direct viewers to your booking page. This combination of beautiful video content and direct links can help convert social media followers into direct customers.
9. Develop a hashtag for UGC content
Speaking of social media, hashtags are a great way to encourage and gather user-generated content. Let’s say you run a company called Vegas Heli Tours. Your staff is trained to encourage customers to share photos and videos from their flights on Instagram; they even help take the pictures for passengers. Before the passengers go home, your staff reminds them to add hashtags like #VegasHeliAdventure to their social media posts.
You’ll then repost the content on your Instagram page, showing customers you’re eager to share their experiences with the world. This strategy keeps the conversation between your brand and guests after they leave and results in authentic content that inspires others to find your page and book directly.
10. Optimize Your Website for SEO
A strong SEO strategy ranks your helicopter tour business higher on Google, making it easier for potential customers to find your site. For example, optimizing your site for terms like “helicopter tours in [location]” or “best helicopter tours for families” can help you capture organic traffic. Many helicopter tour companies have seen substantial increases in website traffic and bookings after implementing SEO best practices, especially by targeting location-based keywords (“helicopter tours in Oahu” or “Hawaii aerial tours”).
11. Offer flexible cancellation options
Consumers are more likely to book directly if they feel confident that their plans can be changed without hassle. According to Statista, 66% of Gen Z adults and 64% of Millennials are willing to spend more on travel for flexible cancellation options.
Let’s say your business offers free cancellation up to 48 hours before the scheduled flight, but only for reservations made directly on your website. That’s an incentive for passengers to book directly with you, giving customers peace of mind that they won’t have on third-party platforms with more rigid policies
12. Be responsive
Received an inquiry? Don’t toss it aside for later. Responding quickly and effectively to customers can significantly enhance your reputation. Nearly 80% of customers expect brands to respond in the first 24 hours. Surprisingly, only around 50% of businesses are currently meeting service response time expectations.
Managing responses across various platforms — including social media, email, and review sites — is crucial for helicopter tour companies. Be prompt and helpful in your replies, showing your guests that you’re committed to excellent guest service.
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Boosting direct bookings for your helicopter tour company doesn’t have to be complicated. You can reduce reliance on OTAs and drive more bookings through your website by leveraging clever tactics such as intuitive booking systems, user-generated content, loyalty programs, and strategic use of paid advertising. Always remember that customer trust and convenience are the key factors in successfully converting online visitors into happy passengers.
