iii. Initial Booking
Once a customer is motivated to book, the tourism business must next ensure that their product offerings are presented with absolute clarity. Put simply, the tourism business must
- Set out its market stall: by clearly listing and categorising the product available for sale
- Avoid creating barriers: make it easy for customers to book and pay
In terms of categorising product, an accommodation provider could for example list its classic room first and its ocean-view suite last. The full value within the price points for these diverse products can be shown as follows:
|Room Type: Classic Room
Inclusions: 25 SQMs with garden view | 1 queen bed with luxury Egyptian cotton linen | luxury organic toiletries | welcome tray with tea and home-made shortcake | Nespresso machine | 32 inch SMART TV | in room iron and hairdryer | 10% off all SPA treatments | full Irish breakfast included
|Room Type: Ocean view Room
Inclusions: 45 SQMs with ocean view | 1 super kind 4 poster bed with luxury Egyptian cotton linen | separate living and dining room | walk-in wardrobe | luxury organic toiletries | welcome tray with tea and home-made shortcake | Nespresso machine | 52 inch SMART TV | in room iron and hairdryer | 10% off all SPA treatments | full Irish breakfast included
Tips - A customer is more likely to complete a booking for a product that is
- Clearly listed and categorised
- Clearly described via strong imagery and easy to read text
- Has a clear price point that itemises the inherent value within the pricing
As many customers book tourism business products without having first experienced them, it is crucial that the business gives the customer a clear insight into the offering through a strong choice of imagery and well written, easy to read descriptions. Pictures paint a thousand words. It is therefore recommended to invest in excellent photography that can positively influence the customer in the booking process.
In the case of a visitor attraction, products can be clearly categorised into general and premium offerings as in the following example:
|Experience: One-hour guided house tour
Inclusions: A one-hour tour with an expert resident guide to gain insights into the history and architecture of this 19th manor. Unlimited free time to explore the parklands afterwards.
|Experience: Premium guided tour
Inclusions: A 1.5-hour tour with house owner Lord Barnbary to gain insights into the history and architecture of this 19th manor. End with private admission to view the vast collection in the estate library. Unlimited free time to explore the parklands afterwards.
Similarly, an activity provider could itemise two diverse experiences at two diverse price points as follows
|Experience: Two-hour guided hike
Inclusions: Two hours with a local, fully qualified expert hiker with insights into history and geology on a hiking route through this area of outstanding natural beauty.
|Experience: Guided hike, followed by a mountain picnic
Inclusions: Two hours with a local, fully qualified expert hiker with insights into history and geology on a hiking route through this area of outstanding natural beauty. End with a mountain top picnic including homemade breads, local cheeses and charcuterie produce.
- When products are categorised with clear price and price inclusions in this way, the tourism business can generate diverse revenue streams from diverse customer segments based on their specific interests, needs and budget.
- With the benefit of a strong booking engine, online products can be clearly laid out for the customer, enabling them to quickly read through the list of options and choose what represents the best fit for them.
- By emphasising the inherent value within the price point for diverse product offerings- including premium offerings- the customer can be persuaded to select a higher priced option than initially considered. This works particularly well if the customer is seeking to make a booking for a special occasion.
- By making the customer aware of a diverse product catalogue, the tourism business gives the customer further options for future purchases.