Standing out among competitors can feel overwhelming. Boat tours like yourself often lose out on valuable direct bookings as they flock to Online Travel Agencies (OTAs) to book their experiences.
But what if you could flip the script and encourage more customers to book directly on your website, bypassing the third-party commissions and keeping full control of your brand?
In this guide, we’ll explore practical, proven strategies to help your boat tour business secure more direct bookings, complete with real examples and actionable tips that will keep your tours afloat and your booking calendar full.
- 1. Work with an online booking software provider tailored to boat tours
- 2. Offer guests a great deal
- 3. Reward them for their loyalty
- 4. Rescue abandoned bookings
- 5. Create custom packages and private tours
- 6. Use retargeting ads to recapture interest
- 7. Invest in PPC campaigns
- 8. Leverage social media for brand awareness
- 9. Use UGC to build trust
- 10. Optimize your website for SEO and AI SEO
- 11. Make your site mobile-friendly
- 12. Offer flexible cancellation policies
1. Work with an online booking software provider tailored to boat tours
General booking platforms often lack the specialized features needed for boat tours, such as managing bookings for different vessels and types of tours, comms, and group bookings. Tailored platforms like Xola offer real-time availability, dynamic pricing, and seamless payment processing, simplifying the reservation process for guests and operators.
For example, if you run a sunset tour, the system instantly shows availability for that time slot, handling group sizes and private charters effortlessly. Automated booking reminders and storing customers’ payment information help reduce no-shows and efficiently manage cancellation fees.
One Hawaii-based boat tour operator saw a 20% year-over-year increase in bookings and a significant reduction in administrative tasks after implementing Xola. With operations automated, they focused on innovation and customer service — and the result was palpable, with their TripAdvisor reviews tripling in less than a year.
2. Offer guests a great deal
If there’s one thing that motivates customers to book through third parties, it’s a good discount. OTAs know that a sweet deal often sways price-conscious customers. Offering a better deal on your website is a smart way to bring those guests back to you.
Pure Boats Amsterdam offers a perfect case study: They created a unique 20% discount code for bookings, encouraging guests to book directly through them for a great deal on their cozy, heated canal boat tours. Not only was this a significant discount, but it was also time-sensitive, likely prompting customers to act quickly and secure the deal before it expired.
3. Reward them for their loyalty
A loyalty program is an excellent tool to bring guests back again and again. Offering exclusive discounts or VIP access to specific tours can encourage guests to choose you over competitors. This is especially powerful for companies with repeat visitors, like those offering scenic boat tours in areas with high tourist traffic.
For example, a boat tour company could offer customers a “frequent sailor” discount after booking their third sail. This could include perks like priority seating or a complimentary upgrade to a private tour. Here’s the catch: These exclusive offers would only be available for customers who book directly through the company’s website.
4. Rescue abandoned bookings
Not every customer completes a booking on their first try, but that doesn’t mean they’ve lost interest. It happens quite a bit — cart abandonment rates are particularly high in the travel industry. Fortunately, automated tools like Xola’s abandoned booking recovery emails can help recover these lost opportunities. By gently reminding customers, you can prompt them to return to where they left off and finalize their reservation. For example, Wisconsin’s Foxy Pedlar turned around 30% of previously abandoned revenue into sales using this strategy.
5. Create custom packages and private tours
Personalization is king in today’s travel landscape. Tailoring the tour to a customer’s interests by offering private charters, luxury upgrades, or group-friendly options can create added value that guests are willing to pay for.
For instance, a boat tour company in Miami could offer luxury sunset cruises complete with a champagne toast and professional photos. This operator has researched the market and found that visitors often seek VIP experiences. By promoting it directly on their website, the company attracts customers seeking high-end options that they won’t find on third-party platforms.
6. Use retargeting ads to recapture interest
Not all visitors who check out your website are ready to book, but retargeting ads give you a second chance to bring them back. If you’re new to retargeting, platforms like Google Ads and Facebook make it simple to set up. You can start by creating a custom audience of people who visited specific pages on your site (like your booking page) but didn’t complete a reservation. You can run your ads from there, offering a gentle reminder or incentive to finish the booking process.
A Chicago boat tour operator might set up a campaign in Facebook Ads Manager using beautiful images of their architecture tour, along with a limited-time discount to capture the attention of those visitors again. Some reports say that retargeting ads can increase conversion rates by up to 150%.
7. Invest in PPC ads
7. Invest in PPC adsPaid search ads (PPC) attract high-intent customers actively searching for boat tours in your area. For example, by bidding on relevant keywords like “boat tours in [location]” or “sunset boat tours near me,” you can ensure your attraction appears at the top of your guests’ search results.
Legacy Whale Watch, a boat tour operator in San Diego, appears at the top of search results for “sunset cruises in San Diego” with a sponsored ad titled “Sunset Cruise in San Diego.” Clicking on the ad leads potential customers to a targeted landing page with more details on their cruise offerings. By investing in PPC campaigns, Legacy Whale Watch can attract guests who are already interested in their experiences, making it easier for them to convert clicks into bookings.
8. Leverage social media to drive brand awareness
Outdoor experiences offer endless opportunities for visually appealing social media content. Every boat tour is unique, with varying waters, weather, and wildlife. Start sharing photos and videos on Instagram, Facebook, and TikTok, and include a clear call-to-action (CTA) that links directly to your booking page.
The Clear Kayak Tour Company serves as a great example. They regularly post beautiful Instagram videos showcasing crystal-clear waters, often featuring manatees and other wildlife. These clips transport viewers to the experience, making it a must-do adventure.
They also capitalize on popular, trending audio tracks, pairing them with tour footage. This approach increases their visibility and helps them stand out in a competitive market, connecting with a larger audience already engaging with trending content.
9. Use UGC to build trust
If a guest has never heard of your brand before, they’ll need to feel comfortable on your site before handing over their payment information. One of the main reasons travelers book through OTAs is the access to a wide range of reviews, which provide reassurance and help them make informed decisions.
This is where user-generated content (UGC) comes in. Reviews are a powerful form of UGC and can significantly influence guests to book directly. Displaying these reviews and other trust symbols like star ratings on your booking pages can nudge customers in the right direction. Photos from past guests serve a similar purpose.
Encourage customers to share their experiences by using branded hashtags or tagging your brand in their photos and videos. Reposting this content on your website and social media builds credibility, helping guests see real experiences from fellow travelers. This strategy builds trust and fosters a sense of community around your brand.
10. Optimize your website for SEO and AI SEO
A solid SEO strategy ensures your boat tour company ranks higher on Google, making it easier for potential guests to discover your tours. By optimizing your website for keywords like “boat tours in [location]” or “best sunset boat tours near me,” you can capture organic traffic from people actively searching for the experiences you offer.
Many boat tour operators have seen significant increases in both website traffic and bookings after refining their SEO strategies, especially when targeting location-specific keywords (e.g., “Miami boat tours” or “San Diego harbor cruises”). Focusing on these tactics brings more visitors to your site, increasing the opportunities for direct bookings.
11. Make your site mobile-friendly
With more travelers booking on the go, making sure your site is optimized first and foremost for mobile. A seamless, mobile-optimized experience makes it easy for customers to browse tours, check availability, and complete bookings from their smartphones. If your site isn’t mobile-friendly, potential customers may get frustrated and turn to OTAs. Simplify navigation, speed up load times, and ensure your booking process is as smooth on mobile as on desktop to capture those on-the-go bookings.
12. Offer flexible cancellation policies
Offering flexible cancellation policies can be a game-changer when securing direct bookings. Many travelers today want the peace of mind that comes with knowing they can adjust their plans if needed. Statista reports that 66% of Gen Z adults and 64% of Millennials are willing to pay more for travel options that offer flexible cancellation terms.
For example, a boat tour company could offer free cancellation up to 48 hours before the scheduled tour, but only for bookings made directly through their website. This exclusive perk encourages potential guests to book directly, as it provides more flexibility and peace of mind compared to third-party platforms with stricter policies.
***
Boosting direct bookings for your boat tours doesn’t have to be a complex task. By offering these tactics, you can convert more customers directly through your website. Ready to reel in those bookings?
