Taking a guided tour led by a local expert can be one of the best ways to explore a new city, or to learn more about the place you live.
There are so many different modes of transportation you can use to lead a tour, whether that’s walking, a bus, Segways, a boat, helicopter, or even a pedal pub. And there’s a tour for just about every interest: architecture tours, history tours, ghost tours, bar crawls, TV and movie tours, culinary tours—the list goes on.
Organizing a successful local tour not only requires extensive knowledge of your city, you also need to have a well-organized ticketing strategy. This will help you stay organized, make it simple for guests to book their tour, and can even help boost your revenue. In this blog, we’ll break down how to build the right ticketing strategy for your business, including our top tips for marketing and promoting your tours.
You might think there’s only one way to sell tickets for a local tour, but the options are almost endless. Should you sell online or in person? Single admission or group passes? We’ll make it simple. Here are the best ticket types we recommend for tours and activities.
Timed or Date-Based Tickets: Most tours have a limited number of spots available. Offering timed or date-based tickets can help manage crowds and ensure a balanced experience for all guests. This allows you to control the number of guests participating in an activity at any given time. Our friends over at the City Institute in Detroit have a great example of simple yet effective date-based ticketing over on their event page. Check it out!
Group Tickets: Tours are a popular activity for groups of people traveling together, such as birthday parties, corporate events, and family reunions. Offering group tickets at a slight discount from your standard ticket gives larger parties an incentive to book together, and can help you book out entire time slots more quickly.
Private or Small Group Tours: Some guests are willing to pay a premium for a more exclusive experience. Your standard tour might accommodate 10 or even 20 guests at a time. But if a family of four wants a private tour and they’re willing to pay extra for it, why not give them the option of booking a private tour just for themselves? If you’re using Passage, you can convert an open time slot to a private event with one click, making this super convenient for you and your guests.
Bundled Tickets: Wouldn’t your guests love to take home a souvenir or locally made product to remember their visit? If you’re using Passage for your ticketing, you can bundle tickets and products together, For example, pair your tour admission with a jar of jam from your farmers market and a tote bag produced by a local artisan.
In the end, you don’t have to choose just one. Guests will appreciate having the option to choose which one works best for them. Ultimately, you should choose a ticketing platform that allows you to create multiple ticket types to cater to each guest.
Once you start selling tickets, it’s time to spread the word. Here are some effective tips to promote your your and maximize your sales:
Use platforms like Instagram, Facebook, and TikTok to showcase your tours through engaging content. Create posts, stories, and videos highlighting unique aspects of your tours. Encourage user-generated content by asking participants to share their experiences and tag your business.
Partner with local influencers who can reach your target audience. Offer them complimentary tours in exchange for promotion on their platforms.
Run targeted ads on Google and social media platforms to reach potential customers. Use retargeting ads to remind people who have visited your website or shown interest in your tours.
Optimize your website for search engines by using relevant keywords. Start a blog sharing interesting stories about the locations you cover, tips for tourists, and related content to attract organic traffic.
Form partnerships with local accommodation providers to offer their guests exclusive discounts.
Leave brochures and promotional material at their reception areas.
Partner with travel agencies to include your tours in their packages. Offer commissions for tickets sold through their channels.
Provide early bird discounts, group rates, and special promotions during off-peak times. Use promo codes for online bookings to track the effectiveness of your marketing campaigns.
Implement a loyalty program where repeat customers can earn points or discounts on future tours.
Ensure excellent customer service to encourage word-of-mouth referrals. Collect and showcase positive testimonials and reviews.
Invest in a user-friendly online booking system like Passage that allows customers to easily book and pay for tours. Ensure your website is mobile-friendly as many users will book via their smartphones.
List your tours on popular travel and activity booking platforms like TripAdvisor, Airbnb Experiences, and GetYourGuide.
When promoting your tour, emphasize what makes yours unique, whether it's an exclusive route, a unique theme, or expert guides. Use high-quality photos and videos to showcase these unique aspects. Here are a few selling points you might want to include:
A guided tour can enrich your guests’ travel experiences, offering a deeper understanding and appreciation of the city they are exploring. By implementing these strategies, you can increase visibility, attract more customers, and ultimately boost your ticket sales for your tours and local activities.