How Tour & Activity Providers Can Increase Bookings with Exclusive Experiences

The tours and activities market has exploded over the last decade, creating both opportunity and noise. Between global online travel agencies (OTAs) like Viator, GetYourGuide, and TripAdvisor, many operators struggle to stand out in an endless sea of similar-sounding experiences. Yet modern travelers are no longer searching for cookie-cutter tours—they’re chasing authenticity and access.

A 2024 McKinsey report found that travelers increasingly choose destinations based on the quality of local experiences. For tour and activity operators, that presents a clear path forward: develop exclusive offerings that can’t be found anywhere else. Done right, these direct-only experiences can help you attract higher-value guests, build a stronger brand identity, and keep control over your pricing and customer relationships.

TL;DR - How To Make Awesome Tours

• Create something unique that isn’t available through OTAs.

• Feature it prominently on your website with strong visuals and copy.

• Tailor themed packages for different audiences.

• Promote through paid and retargeting campaigns.

• Use dedicated landing pages to improve conversions.

• Build brand value and customer loyalty through exclusivity.

Creating Tours and Bundles That Aren’t Available Through OTAs

Why Exclusivity Matters

When every OTA lists hundreds of versions of the same walking tour or boat ride, travelers stop seeing differences—they just compare prices. Offering something unique changes that dynamic. It gives travelers a reason to book directly with you instead of through a reseller.

Exclusivity doesn’t have to mean luxury. It can mean access to a special location, a smaller group size, an after-hours tour, or a creative combination of services that others simply don’t offer. Even subtle exclusivity can turn a standard activity into a sought-after experience.

How to Design an Exclusive Experience

1. Audit your existing offerings. Identify tours that are overexposed or overly commoditized on OTAs.

2. Spot your unique advantages. Do you have local connections, private access, or a special format others can’t replicate?

3. Create a bundle. Combine two or more complementary experiences (e.g., guided hike + local tasting + private transport) into a single premium package.

4. Limit availability. Fewer departures or smaller groups make your offer feel scarce and special.

5. Incentivize direct booking. Include small perks—personalized souvenirs, priority access, or flexible rescheduling—only for guests who book on your website.

Tip: Don’t just rename an existing tour. Create something meaningfully distinct, even if it’s just a specific theme, route, or guest experience that’s only available through your direct channel.

Showcasing Your Exclusive Offerings on Your Website

Placement and Design

Your website is your best sales rep. If your exclusive tour hides three clicks deep, most users will never find it. Give it prime real estate—a hero image on your homepage, a featured section in your navigation, or a callout banner that links directly to the booking page.

Use strong visuals and copy that instantly convey the difference. Avoid generic phrases like “Explore the city with us.” Instead, describe the experience’s unique moment: “See the city wake up before the crowds with a private sunrise tour—limited to 8 guests.”

Formatting for Conversion

• Create a dedicated page for each exclusive experience.

• Use high-quality visuals that highlight authenticity—real people, local settings, and emotional moments.

• Include clear details: inclusions, group size, duration, meeting point, and who it’s ideal for.

• Add trust elements like verified reviews or a short video testimonial.

• Keep the booking CTA above the fold and repeat it after the details section.

• Optimize for mobile users, who now make up 68% of travel searches.

Pro Insight: Travelers scan pages quickly. Lead with what’s different, then follow with what’s included.

Building Audience-Specific Packages

Why Segmentation Works

Travelers don’t all want the same thing. Some seek romance, others adventure, and others a family-friendly day out. Creating tailored versions of your experiences for distinct audience segments lets you speak to motivations directly.

For example, research shows 68% of Gen Z travelers prefer immersive, adventure-based activities, while couples value privacy and shared memories. Corporate groups, on the other hand, prioritize team-building and convenience.

Example Package Ideas

• Family Adventure Pass: A mid-day guided experience with child-friendly routes and a picnic, capped at six participants.

• Couples Sunset Sail: A private golden-hour cruise with a local wine tasting and photographer.

• Corporate Retreat Challenge: A customizable half-day outdoor challenge with branded gear and a local lunch.

• Adventure Seeker Bundle: A “night-owl” edition of a daytime tour featuring rare access or unique timing.

Segmenting allows you to customize pricing, messaging, and visuals—creating higher perceived value and conversion rates.

Promoting Exclusive Experiences Through Paid and Retargeting Campaigns

Why It’s Worth the Spend

Most travelers won’t book on their first visit. Retargeting campaigns help bring them back. Paid ads—especially when promoting direct-only experiences—allow you to capture intent-driven searches and differentiate from OTA competition.

Campaign Best Practices

• Target high-intent searches. Focus on terms like “exclusive tour in [city]” or “private [activity] for couples.”

• Emphasize scarcity. Use messaging like “Only 8 spots per departure” or “Available only on our website.”

• Run retargeting ads for users who viewed your exclusive tour page but didn’t book.

• Create audience segments based on behavior—family visitors, couples, etc.—and tailor ad creatives.

• Track performance: Monitor CTR, cost per acquisition, and conversion rate from dedicated landing pages.

Pro Insight: Exclusive offers often convert better even with slightly higher CPCs because they attract higher-value, motivated customers.

Using Dedicated Landing Pages to Maximize Conversions

A landing page should do one thing: convince the visitor to book that experience. Sending ad traffic to a generic homepage wastes money.

Landing Page Checklist

• URL: short, descriptive (e.g., /exclusive-sunset-sail)

• Headline: emphasizes uniqueness (“After-Hours Vineyard Experience—Available Only Here”)

• Visuals: large hero photo or video

• Section for inclusions and exclusivity (“Includes private guide, early access, limited to 10 guests”)

• Testimonials: real guest quotes with names or photos

• CTA buttons throughout (“Check Availability,” “Book Direct”)

• Mobile-friendly booking form

• Fast load time (<3 seconds)

• Analytics tracking for conversions

Dedicated pages also help with SEO and paid campaign optimization by improving relevance scores and enabling A/B testing on offers.

The Strategic Payoff of Exclusivity

Creating one or more exclusive experiences doesn’t just boost short-term bookings—it reshapes your brand’s position. Here’s what it delivers:

• Stronger Brand Identity: You’re no longer “just another listing” but a local expert known for rare, high-value experiences.

• Pricing Control: No undercutting or OTA commission pressure.

• Customer Data Ownership: Direct relationships mean better follow-up, reviews, and rebooking.

• Higher Perceived Value: Scarcity and storytelling justify premium pricing.

• Repeat Business: Memorable, exclusive experiences create loyal guests who share referrals and return for new offers.

In short, exclusivity drives profitability because it builds both margin and meaning.

Frequently Asked Questions

Q1: Do exclusive experiences have to be expensive?
Not at all. Exclusivity can come from limited access, small group sizes, or creative theming—not just luxury pricing.

Q2: Should I remove my tours from OTAs?
Not necessarily. Keep your core offerings visible, but reserve at least one unique tour or bundle for direct bookings.

Q3: How can I tell if my exclusive tour is successful?
Track landing page conversions, booking sources, and ROI from paid campaigns. Compare average booking values between direct and OTA bookings.

Q4: What if the offer doesn’t perform?
Adjust the messaging, pricing, or visuals. Sometimes exclusivity isn’t clear enough—or the right audience hasn’t been targeted yet.

Q5: How many exclusives should I have?
Start with one flagship experience and expand once it’s proven profitable.

Summary and Key Takeaways

• Develop truly exclusive experiences that can’t be found on OTAs.

• Feature them prominently on your site with standout visuals and storytelling.

• Tailor packages to specific audiences.

• Use paid and retargeting campaigns linked to optimized landing pages.

• Leverage exclusivity to strengthen your brand, maintain control, and drive repeat business.

By creating something travelers can’t find anywhere else, you’re not just selling a tour—you’re offering a story worth booking.