Maximizing Summer Revenue: Why and How to Leverage Promotional Sales for Tours and Attractions

Geraldine Lee
June 27, 2024

As we inch closer to another bustling summer travel season, tour and attraction operators face the annual challenge of standing out in a crowded marketplace.

With travel trends showing no signs of slowing down—thanks to a significant uptick in leisure travel and consumer spending, the summer holidays offer a golden opportunity to boost both revenue and visitor numbers.

Here’s why and how you can effectively leverage promotional sales during this peak season.

Why Run Promotional Sales During Summer Holidays?

1. High Travel Demand

Summer has traditionally been a season of high travel demand, a trend that is only strengthening. Last year, travel was prioritized by consumers despite various global challenges, and 2024 is poised to continue the strong travel trend in the same vein.

With travelers, especially Millennials and Gen Z, planning more trips than ever, there’s a ripe opportunity to capture this audience. Recent surveys show these younger generations are not only traveling more compared to previous years but are also planning to spend significantly. Over 70% of survey respondents are setting budgets exceeding $2,000 for their summer getaways, making them ideal candidates for targeted summer promotions.

2. Consumer Spending Willingness

Despite economic fluctuations, the readiness of travelers to open their wallets this year cannot be understated. A robust 33% of consumers have expressed their intention to splurge on travel, ranking it as a top indulgence just behind dining in or out, according to McKinsey’s 2024 report. This willingness to spend on experiences signals a clear opportunity for businesses to capture higher revenue through strategic promotional offers.

3. Competitive Advantage

In a crowded marketplace, promotional sales serve as a key differentiator. With most travelers eager to get the most value for their money, thoughtfully crafted promotions can not only attract attention in a sea of choices but also provide an incentive for budget-conscious travelers to choose your offering over others.

4. Seasonal Opportunity

The summer season is synonymous with vacationing. By launching promotions during this period, businesses can capitalize on the natural increase in consumer travel activity, ensuring that their offerings are front and center when profitability is at its highest.

What Value Do Promotional Sales Bring?

Increased Traffic and Sales Volume

Discounts and special offers are proven strategies to increase foot traffic and sales volume. By lowering the cost barrier, promotions can encourage trial and attract a larger audience, which can translate into higher overall sales, even considering the reduced pricing.

Customer Acquisition and Retention

Promotional sales are not just about immediate profits; they also serve as a vital tool in building a long-term customer base. The key here is to ensure the guest experience is so positive that it leaves a lasting impression, encouraging repeat visits and referrals.

Enhanced Brand Recognition

Well-executed promotional sales not only boost short-term visits but also enhance brand visibility. They create memorable experiences that guests are likely to share both online and offline, significantly extending the reach of your marketing efforts.

How to Set Up Promotional Sales During Summer Holidays Successfully

Consumer Personalization

Efficiently tailor your promotional efforts by segmenting your audience based on their preferences and behaviors. This targeted approach allows you to create promotions that resonate deeply with different customer segments, enhancing both engagement and conversion rates.

Tools and Tactics:

  • CRM Software: Employ CRM systems like Salesforce or HubSpot to analyze customer data and segment your audience. These platforms help tailor your marketing efforts to match the past behaviors and preferences of your customers.
  • Ticketing System: Utilize advanced ticketing systems like RocketRez to streamline your booking processes and capture valuable customer data. RocketRez can help you enhance your promotions with dynamic pricing, and offers tools for creating unique promo codes to track the effectiveness of your campaigns.
  • Data Analytics: Use tools like Google Analytics to track user interactions and conversion rates on your site. This data helps identify which promotions are most effective at engaging your audience.
  • Actionable Tip: Leverage your email marketing platform’s segmentation tools to send personalized campaigns. For instance, offer special discounts to families or unique packages for couples, based on their previous interactions with your service. This approach not only increases the relevance of your offers but also enhances customer loyalty and repeat business.

Ease of Travel

Enhancing the ease of travel for your guests can significantly boost satisfaction and increase the likelihood of repeat bookings. Simplifying the booking process and making travel arrangements more convenient are critical in achieving this.

Strategies to Simplify the Booking Experience:

  • Mobile Optimization: Ensure that your booking process is mobile-friendly. A seamless mobile experience can significantly enhance bookings as many travelers use their phones to research and book tours.
  • Flexible Policies: Offer flexible cancellation and rescheduling policies and communicate these options during the booking process to provide reassurance and flexibility to potential customers.
  • Digital Check-ins: Implement a system for digital check-ins and ticketing to reduce physical contact and wait times at your locations. With RocketRez’s customer-facing app, RocketPass, your guests can easily connect with you––whether it’s through digital check-ins, purchasing food & beverage, or receiving communications from your attraction while on-site.
  • Actionable Tip: Add Google Maps and detailed transportation instructions into your booking confirmations. This helps your guests easily find your location and plan their transportation, enhancing the overall travel experience.

Unique Experiences

Develop unique, memorable experiences that can be marketed as exclusive offerings. This might involve exclusive access to certain areas, personalized tours, or special events that are only available through your venue. Tailor these experiences to meet the evolving preferences of your diverse customer base, ensuring there's something uniquely appealing for every demographic.

Work with local artisans, chefs, or other experts to offer unique on-site workshops or experiences, such as a cooking workshop on site.

Creating Memorable Offerings:

  • Exclusive Access: Provide behind-the-scenes tours or special access to normally restricted areas. This can create a sense of exclusivity and urgency.
  • Personalized Tours: Offer customizable tour options that allow guests to tailor their visit based on personal interests. Utilize survey tools like SurveyMonkey or Google Forms to collect preferences beforehand.
  • Local Partnerships: Work with local artisans, chefs, or other experts to offer unique on-site workshops or experiences.
  • Actionable Tip: For further inspiration on crafting unique, consumer-grade experiences that resonate with today's travelers, check out this article on creating memorable interactions.

Leveraging Partnerships

Collaborate with local businesses to offer enhanced experiences that complement your tours. For example, integrate your tours with local dining experiences or create joint packages with nearby attractions. These partnerships enhance the value of your offerings and provide a more comprehensive experience to tourists.

Enhancing Offerings Through Collaborative Efforts:

  • Cross-Promotions: Collaborate with local restaurants, hotels, or attractions to offer combined deals. Utilize resources like your local tourism board or Chamber of Commerce to identify and manage potential partnerships. With RocketRez, you can keep track of concierge sales directly on our platform, simplifying management by consolidating all partner promotions into one system.
  • Event Tie-ins: Coordinate your promotions with local events or festivals to draw in crowds looking for an enhanced experience.
  • Community-Based Projects: Engage with local communities for sustainable tourism projects that visitors can participate in, adding a meaningful layer to their travel experience.
  • Actionable Tip: Engage actively in local business networking events or regional tourism boards to maintain connections with potential partners and stay informed about collaboration opportunities.

Final Thoughts

Promotional sales during the summer holidays are more than just a revenue-boosting tactic; they are a critical component of a strategic approach to market positioning and customer engagement. As we gear up for another exciting summer, now is the perfect time to plan and implement promotions to attract more visitors and create lasting impressions.

Ready to boost your summer sales?

Start planning your promotional strategy today with RocketRez’s suite of tools designed to streamline your sales processes and enhance your marketing efforts. Reach out to us to learn more about how we can help you maximize your revenue this summer season!

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Geraldine Lee
Content Marketing Specialist