Optimizing Sales Channels for Attractions and Tour Operators: An Overview

Successful attraction and tour operators know the importance of diversifying their sales channels.

A multi-channel approach not only broadens their market reach, but also caters to the diverse booking preferences of potential customers.

However, simply having a presence in each channel isn’t enough. It’s vital to optimize each channel to ensure you’re maximizing its potential.

At Ventrata, we understand that the business of attracting and retaining customers is a complex one. That’s why we’re kicking off a series of posts aimed at helping you get the most out of your sales channels.

In this introductory post, we’ll provide a brief overview of five major sales channels – the web, Online Travel Agents (OTAs), point of sale, third party, and phone – and provide some general tips on how you can optimize them.

1. Web (Direct Online Sales, API, Web Checkout)

From research to booking, most travel decisions start and end online. At Ventrata, we see the majority of our transactions come through this channel, and we built our booking solution to help operators make the most of their online presence.

To optimize your web channel, ensure your website is user-friendly, mobile-optimized, and offers a seamless booking experience.

An efficient API is also crucial for integrating with other platforms and service providers. Additionally, a smooth web checkout process can help reduce cart abandonment and increase conversion rates.

2. Online Travel Agents (OTAs)

OTAs such as Expedia, Booking.com, and TripAdvisor are popular platforms for travelers planning their trips. Working with OTAs can help you reach a wider audience and benefit from their marketing efforts.

However, it’s important to manage your presence on these platforms effectively. This includes regularly updating your listings, responding to customer reviews, and negotiating favorable commission rates.

3. Point of Sale

Point of Sale (POS) refers to locations where customers can purchase tickets directly. These can include ticket counters at your attraction, kiosks, or pop-up booths in high traffic areas.

To optimize this channel, consider investing in efficient POS systems that can handle high volumes of transactions and offer speedy service. Also, ensure your staff is well-trained and able to upsell or cross-sell your products.

4. Third Party (Concierge, Portal)

Third party channels can involve partnerships with concierges at hotels, travel agencies, or other portals that can sell your tickets. Optimizing this channel involves building strong relationships with your partners, providing them with up-to-date information about your attractions, and offering attractive incentives for selling your tickets.

5. Phone (Back office)

Even in the digital age, many customers prefer to make bookings over the phone. This provides an opportunity to offer personalized service and build a rapport with your customers. To optimize your phone sales, ensure your staff is well-trained, the call handling process is efficient, and the phone lines are adequately staffed during peak hours.

Setting your channels up for success

In subsequent posts, we’ll delve deeper into each of these channels, discussing their pros and cons and providing practical tips for optimization. Remember, the key to sales channel optimization lies in understanding your customers, their preferences, and their behaviors. With Ventrata’s suite of tools and services, you can do just that.

Stay tuned for more insights and strategies to help you optimize your sales channels and grow your business. At Ventrata, we’re committed to helping you succeed in the ever-evolving world of travel and tourism.