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Why Do Customers Choose Certain Activities? [3 Reasons]

Last updated on June 29, 2022
5 minute read
Key Takeaways

  • Customers take many factors into account when deciding which tour or activity to book.
  • A convenient tour schedule is the top factor when it comes to booking.
  • Customers also care about pricing, sights, and reviews.

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How did you decide what to do on your last vacation? Maybe you researched the top-ranked activities on Tripadvisor or you got a recommendation from a local friend. 

Choosing which tour or activity to add to a vacation itinerary (or even just a weekend close to home!) is a decision that relies on many factors, including convenience, price, reviews, and more. 

Putting yourself in your customers’ shoes can make all the difference when it comes to making your activities stand out among the competition. Here are the top three reasons travelers are more likely to choose one tour over another.

1. Convenient Schedule

According to an Arival consumer study, the top reason travelers prioritize one tour over another is a convenient schedule.

Keep in mind that they may be trying to fit other activities into their itineraries and they want to make the most of their vacation time. Tour scheduling has to work for your business and staff, but you should also determine which tour schedules are most popular.

To do this, you’ll want to dig into some customer data. Of all your availabilities for a given item, which are the most frequently booked? Do you regularly get inquiries from customers who want to book during a day of the week or time that is unavailable? Write this information down and analyze it, looking for patterns. 

You can also conduct customer surveys to learn more about how guests perceive your tour schedule.

Pro tip: If you have competitors in your area whose activities are similar to your own, look at their weekly schedules and see if you can fill in any gaps or improve upon their tour times. You should also consider planning your schedule around holidays, summer vacations, and school schedules. 

2. Famous Destinations and Off-The-Beaten-Path Experiences

Another key part of choosing one tour over another is whether or not the tour visits well-known areas in your town. These could include famous monuments or tourist attractions, top-rated destinations on Google and Tripadvisor, or places and activities your location is known for, like World Heritage Sites.

Although this is a top reason travelers choose certain tours, don’t rush to rearrange your tour route! Keep in mind that off-the-beaten-path experiences are just as sought after. In fact, another element that makes one tour better than another is if it’s not crowded. 

Perhaps you can offer both types of tours if your location and business model allow. More often than not, your experiences will either be authentic, “insider” activities around town, or tours that visit famous or world-renowned attractions. Either way, you’re sure to attract visitors, especially if you do a good job marketing your business to your target audience.

3. Competitive Pricing

At the end of the day, all anyone wants is a good deal. If a customer can book a similar experience with your competitor for a much lower price, they will. 

You likely conducted market research when you initially set your tour prices. But when was the last time you revisited them? Have you looked at what your competitors are charging lately?

Of course, offering competitive pricing is not as simple as lowering your prices by a few dollars. Setting your prices involves analyzing your costs, profit margins, and other elements of running your business.

Implementing pricing and upsell strategies could help you incentivize potential customers to book your experience over another option. For example, you can run seasonal and peak pricing, with deals for customers who book during a quieter season or day of the week, like on weekdays versus weekends. 

There is also the option to offer packages and tour add-ons to sweeten the deal. So while your tour may be priced similarly to that of a competitor, you can include add-ons like transportation and meals to increase the perceived value of your experience – and clinch the sale! 

These three variables are just a few of the reasons customers might choose one tour or activity over another. Here are some other key factors in their decision:

  • Recommended by friends and family
  • Good ratings/reviews
  • Clear online description and photos

Based on these additional criteria, we recommend focusing on guest experience, review management, and your tour and activity listings. The related guides below are a great place to start!

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