Reaching your clients in-destination

Sep 6, 2019 | Marketing Tips

When arriving to a destination, many travelers who have not pre-booked activities begin to research a variety of different experiences. This is one of the benefits of having a tool like the bookable link: it makes it possible for travelers to book tours and activities even when they are already in-destination. Your bookable link can, and should be, used by your clients anywhere at anytime!

If you are considering booking directly with the supplier, it is always a good idea for your clients to use your bookable link to check:

Availability
Reviews
If there are skip-the-line options
If there are better Viator-exclusive options
If the tours are offered in their language

Benefits of using the bookable link in-destination:

Immediate confirmation
Viator’s Low Price Guarantee
24/7 support from Viator
Real-time availability = last minute options
…. And you’ll receive commission!

Here are the fast facts:

The majority of travelers planning any activity typically do some sort of prior planning, whether it be before departing or while in destination.
Travelers booking experiences and activities that have a set schedule, require tickets, have a fixed capacity or are one of your top vacation activities often take prior planning and purchasing.
Two thirds of younger travelers feel comfortable booking their entire trip on a smartphone; this is not surprising as millennials and younger generations spend much more time on their smartphones than older generations.
When booking in-destination, it is much more common for smartphones to be used as part of the planning and booking process.

How often do clients book in-destination?

It is common for travelers to plan activities pre-departure, however it is still probable that there are some activities that they will plan and book once they are in-destination. According to Think with Google, “85% of leisure travelers decide on activities only after having arrived at the destination.” Many leisure travelers are looking for a travel provider to share experiences with them while they are in destination. This is the perfect opportunity to take advantage of the bookable link! It is important to note when sending suggestions that there are certain activities that clients are more likely to book once in-destination. In addition, you can send clients a list of activities that they can book prior to as well as while in-destination.

What types of tours and activities are clients booking in-destination?

It is important to note when sending suggestions to clients that there are certain activities that they are more likely to book once in-destination. It is likely that travelers will plan which activities they want to go to while on their trip, however they are much less likely to purchase the actual activity in advance. Keep clients’ interests in mind and send them a list of activities they might have been thinking of while they’re in-destination so you won’t lose out on that commission.

This figure illustrates the activities that are least likely to be booked in advance. These activities include: dining out, museum/cultural attractions, outdoor activities and tours or excursions.

Millennials

Millennials are most likely to want to fill their trips with meaningful experiences that they may, or in many cases may not, book ahead of time. Smartphone use for in-destination experiences fluctuates greatly depending on age. The millennial generation is much more likely to use a smartphone to plan and book activities. This is not surprising because as we know millennials are consistently using their smartphones or laptops to research and plan. According to Phocuswright, “some 25% of millennials in the U.S. used a smartphone to plan or book a tour or excursion, while only 20% of 35-54 year olds and 6% of travelers 55 and older do so” Making sure to target and engage millennials is important and the bookable link will be a feature that is appealing to them.