As a tour operator or activity provider, you likely prefer customers to book directly through your website. Direct bookings mean avoiding commission fees paid to third-party platforms and establishing a more personal relationship with your guests. Yet, despite these benefits, many customers still choose to book through TripAdvisor. Let’s explore seven reasons why this happens and what actions you can take to encourage more direct bookings.

1. TripAdvisor Shows Up Before You in Search Results

When travelers are planning their trips and searching for activities or tours in your area, TripAdvisor often dominates the top spots on search engines like Google. This means that customers may come across TripAdvisor listings before they even see your website. If your site isn’t ranking highly, customers might not even know your business exists, and they’ll book through the most visible option—TripAdvisor.

What You Can Do:

• Boost Your SEO Efforts: Invest in search engine optimization (SEO) by using relevant keywords, creating high-quality content, and ensuring your meta tags and descriptions are optimized. This can help your site move up the search rankings, making it more likely that customers will find you first.
  
  
• Highlight Star Ratings in Search Results: Use schema markup to display your star ratings directly within search listings. This can make your site stand out visually and signal to potential customers that your offerings are highly rated.
  
  
• Optimize Your Google Business Profile: A complete and well-maintained Google Business Profile can increase your chances of appearing in local searches. Add up-to-date information, high-quality photos, and customer reviews to present your business in the best light.

2. They Use TripAdvisor for Comprehensive Research

TripAdvisor is more than just a booking platform—it’s a trusted research tool for travelers. It offers a wealth of information, including customer reviews, photos, Q&A sections, and detailed tour descriptions, all of which help potential customers make informed decisions. If your website doesn’t provide similar in-depth content, customers may feel like they’re missing out on valuable insights and opt to book through TripAdvisor instead.

What You Can Do:

• Incorporate Customer Reviews: Showcase customer reviews and testimonials prominently on your website. Consider adding a reviews section on each tour page to build trust and provide social proof.
  
  
• Create Helpful Content: Publish blogs, guides, and FAQs that answer common questions. Address common concerns such as “What should I wear?” or “Is this tour suitable for kids?” This not only helps your SEO but also positions your site as a go-to source for information.
  
  
• Offer Detailed Tour Descriptions: Make sure every tour page on your site includes comprehensive information about what to expect, who it’s suitable for, and any unique features or benefits. The more detailed your descriptions, the more confident potential customers will feel booking directly with you.

3. TripAdvisor Has Established Trust and Credibility

TripAdvisor is a globally recognized brand that travelers trust for secure bookings and reliable customer service. Customers know that if something goes wrong, TripAdvisor will support them with a robust refund or dispute resolution process. If your website doesn’t convey the same level of professionalism and security, customers may be hesitant to book directly.

What You Can Do:

• Invest in a Professional Website: Ensure your website looks professional, loads quickly, and is free from errors. The design should be user-friendly, visually appealing, and optimized for both desktop and mobile devices.
  
  
• Showcase Trust Signals: Display security badges, affiliations, certifications, and links to reputable partners or associations. Trust signals like “Secure Payments” or “Verified Business” reassure customers that they’re making a safe choice.
  
  
• Highlight Your Experience: Use your site to emphasize how long you’ve been in business and any awards or recognitions you’ve received. Experience and accolades can significantly boost credibility and trust.

4. TripAdvisor's Advertising Keeps Them Engaged

TripAdvisor invests heavily in advertising and retargeting campaigns, which keep them top-of-mind for potential customers. Even if someone doesn’t book immediately after visiting TripAdvisor, they’re likely to see ads for your tours or similar offerings later, reminding them to return and book through TripAdvisor.

What You Can Do:

• Use Retargeting Ads: Implement retargeting campaigns on platforms like Google and Facebook to reach visitors who have been to your website. Retargeting helps you stay visible and can nudge potential customers to come back and book directly.
  
  
• Bid on Relevant Keywords: Consider investing in paid search ads, especially for keywords related to your brand name or specific tour offerings. This ensures that your business shows up when customers are searching for you.
  
  
• Stay Active on Social Media: Regularly post engaging content on social media to build a community around your brand and stay in front of potential customers. Consider using social media ads to amplify your posts and attract more direct traffic to your site.

5. They Feel More Secure Booking Through TripAdvisor

Customers appreciate the peace of mind that comes with booking through TripAdvisor, thanks to its flexible cancellation policies, low-price guarantees, and secure payment options. If your site doesn’t offer similar assurances, customers may feel it’s safer to book through a third-party platform.

What You Can Do:

• Match Their Policies: Review your current cancellation and refund policies. If TripAdvisor offers a more flexible cancellation policy, consider matching or even improving on it to reduce the perceived risk of booking directly.
  
  
• Communicate Clearly: Make sure your policies are easy to find and understand on your website. Use plain language and list key details like cancellation deadlines and refund amounts prominently on your booking pages.
  
  
• Emphasize Security: Clearly state that your booking process is secure and that customer data is protected. Use visible indicators like SSL badges and encryption symbols during checkout to boost confidence.

6. Booking on TripAdvisor Is Simpler

TripAdvisor’s booking process is streamlined and user-friendly, especially on mobile devices. If your booking system is complicated or involves too many steps, customers might abandon your site and choose the easier route—booking through TripAdvisor.

What You Can Do:

• Simplify Your Booking Process: Review your booking flow and remove any unnecessary steps or form fields. A one-page booking process or a “book now” button that takes customers straight to checkout can reduce friction.
  
  
• Optimize for Mobile: Ensure you avoid common mistakes with your website and booking system are fully responsive and easy to navigate on smartphones and tablets. A clunky mobile experience is one of the biggest deterrents for direct bookings.
  
  
• Offer Multiple Payment Options: Provide a variety of secure payment methods such as credit cards, PayPal, or digital wallets like Apple Pay. Customers prefer having options, and limited choices can lead to drop-offs.

7. They Don't See Any Extra Benefits Booking Directly

If there’s no added value in booking through your website versus TripAdvisor, customers might stick with what they know and trust. To win more direct bookings, you need to give them a reason to choose you.

What You Can Do:

• Provide Exclusive Offers: Create special promotions, discounts, or add-ons that are only available when booking directly through your website. This could be something as simple as a 10% discount or a free digital photo package.
  
  
• Implement a Loyalty Program: Reward repeat customers who book directly with points, discounts, or exclusive access to new tours. A loyalty program can help build long-term relationships and encourage direct bookings.
  
  
• Promote Unique Experiences: Highlight any unique experiences or additional services that are only available through direct bookings, such as private tours, early access, or special perks like priority boarding.

By understanding these reasons and taking proactive steps, you can make your website the preferred booking channel for your customers. Not only will this increase your revenue by saving on third-party commissions, but it will also allow you to build a stronger relationship with your guests.

Ready to boost your direct bookings? BeaconPoint specializes in helping tour operators like you enhance your online presence and attract more customers. Contact us today to find out how we can help your business grow.