The Winning Coupon Strategy For Your Tours & Activities


Don’t make this coupon mistake

It’s fall, and you have one thing on your mind: filling your tours.

To accomplish that during this time of year—as many businesses head into the off-season—tour operators rely on coupons. But I have news for you: not all coupons are created equal. Some could detract from your goals, while others are critical tools that keep your business afloat during these typically slower months.

Without a clear plan from the get-go, coupons could be a very expensive mistake at a time in your season when cash is key.

Packages, 2-for-1s, and one-time only discounts

Different discounts incentivize different behavior, so the last thing you want is to cut into your profit margins and not have any business benefits to show for it.

The best way to avoid costly coupon mistakes is to start with a goal in mind. Your goal dictates the kind of discount you choose and how much money you’re willing to sacrifice. Are you hoping to funnel customers to a historically empty time slot or day of the week? Are you trying to engage a particular demographic, such as students or seniors?

There are pros and cons to every promotional permutation, and it’d be impossible to cover all the different scenarios. So instead, check out this quick infographic highlighting the ways that your business priorities affect your coupon strategy.

There’s more where this came from…


…in fact, there’s a heck of a lot more. Xola wrote an entire eBook on crafting the perfect coupon strategy for your tour or activity company. Download it for free today!


About Author

Julia Barrero is a contributing columnist for Adventure Park Insider and the head of marketing at Xola, the booking and marketing software that zip lines, adventure parks, and other tour operators. Julia is also the lead writer behind Xola University, a business and marketing blog for tour industry professionals. She claims to have a writer's heart and a scientist's brain, which makes her a natural marketer. She specializes in data analysis for tour and activity companies. Through her blog posts, she hopes to turn tour operators everywhere into Jedi Marketing Masters.

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