17 August 2024
We’ve seen some big shifts in how bookings are made, and it’s time to get clued in. In 2023, digital sales channels soared to 56% of total bookings for ANZ operators, a significant leap from 43% in 2019, according to findings from comprehensive survey of tour, activity, and attraction operators across Australia and New Zealand by Arival. Here’s a deep dive into what this means for you and how you can make the most of these changes:
Online Channels Rise, Offline Slides
The digital world is booming, and it’s shaking up how we do business. Direct online channels, like your website and mobile apps, are leading the way, now making up about a third of all bookings.
On the flip side, traditional offline channels, like walk-up sales and phone bookings, have taken a hit, dropping by eight percentage points.
Even hotels, tour operators, and travel agencies are feeling the pinch, with travel trade links dipping from 30% to 26%.
So, if you want to keep bookings rolling in and grow your customer base and reach people beyond your local area —adapting to this digital shift is the way to go.
Why does this matter to you?
Imagine seeing your tours and activities booked by travelers from all corners of the globe.
The surge in online bookings allows you to extend your reach far beyond your local community, attracting tourists who would never have found you through offline channels.
This is your chance to showcase your unique experiences to the world, filling up your schedule and injecting fresh excitement into your business.
This global reach is something you can achieve by embracing online bookings.
Offline sales channels simply can’t provide this level of exposure or reach.
Aside from that, online channels streamline your processes, cutting down on manual tasks and reducing errors.
This means less stress and more time for you to focus on what really counts—creating exceptional experiences that leave a lasting impression on your guests.
Offline methods can’t compete with the precision and ease of online systems.
Here’s how you can adapt
Optimise Your Website and Mobile Apps
Your website and mobile apps are now critical touchpoints for booking.
With mobile reservations making up over half of all bookings for attractions and more than two in five for tour operators, ensuring these platforms are fast, intuitive, and engaging is key.
A seamless online experience can lead to more bookings and significantly boost your profits.
Streamline Your Booking Process
A quick, easy checkout and a variety of secure payment options can make a world of difference.
Each improvement can enhance your conversion rates and give you more time to focus on crafting unforgettable experiences for your guests.
Stay Updated
Keep an eye on emerging trends and technologies.
Subscribing to industry updates and participating in relevant webinars can help you stay informed about the latest tools and best practices.
Bonus: Stay Ahead with Technology
The rise in digital bookings has been accompanied by a surge in connectivity.
In 2023, 56% of operators used APIs to manage bookings from OTAs, and nearly half employed channel managers—up from just 11% in 2019.
Integrating booking system with APIs brings everything falls into place—bookings, availability, and customer data sync seamlessly across all platforms in real time.
Combine this with a channel manager and have all bookings from multiple OTAs and resellers organised in one place, simplifying operations, and giving you more control over your business.
Here’s how to take your operations even further
Utilise Data
By understanding your customers’ past behavior and preferences, you can craft offers that truly resonate with them.
This tailored approach not only boosts your conversion rates but also builds lasting loyalty, turning first-time visitors into lifelong ones.
Leverage OTAs
Many operators partner with several Online Travel Agencies (OTAs) —smaller businesses usually work with around eight, while larger ones connect with about twenty-five.
While established names like Viator and GetYourGuide are valuable, emerging platforms such as Klook and KKDay offer fresh opportunities to tap into international markets and boost your visibility.
Get involved with Google Things to Do
This exciting new feature displays your tours and activities directly on Google’s search results.
Imagine your offerings appearing in a sleek carousel or list format, capturing the attention of countless potential customers.
It’s a free way to boost your visibility and drive direct bookings. The more you’re featured, the better your SEO, bringing more traffic to your site.
[Join Google Things to Do today and take your business to new heights! Sign Up Now]
What’s Next?
Just like the survey shows, operators who adapt to digital solutions see a significant boost in bookings and efficiency.
It’s not just about keeping things in order; it’s about opening new avenues for growth.
Reach more people, make their booking experience smoother, and turn those new connections into loyal customers.
For a smarter solution, let ResPax guide you through the digital transformation– connect with more customers and streamline your operations. Request a demo.
Source: https://arival.travel/event/the-outlook-for-experiences-in-australia-new-zealand-webinar/
