9 Must-Haves For Tour Operator Websites

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Photographer: John Schnobrich | Source: Unsplash

Have a website but it’s not ranking well on search engines or leading to online conversions? Don’t have a website at all and you’re still using expensive mailers and billboards to promote your tour? Stop messing around, because now is the time to assess your digital presence and fix what is broken. In the digital age, consumers are looking for a trustworthy website before completing a purchase. What does your website say about your tourism business? Here are the top 9 Must-Haves For Tour Operator Websites!


1) Clear & Fixed Navigation

One of the most important things you can do for your tourism website is having clear navigation! Make sure that your navigation makes sense, not just to you but your team and anyone with an outside perspective. Before launching your website, ensure that everything in your navigation leads to the appropriate page or content. If a website visitors takes a look at your page and wants to explore further, how can you expect them to if your navigation is confusing or not set up correctly? Chances are, they’ll leave your site and head straight to your competitor.

Another feature that your site should include is a sticky menu! A sticky menu, AKA fixed navigation, is when your navigation bar is locked into place so that it does not disappear when the user scrolls down the page. By having fixed navigation, your website visitors will be able to quickly navigate through your website and find what they want.

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Stars & Stripes – Sail USA 11 | San Diego, CA Sailing Charters

2) Easy Booking

Booking with your tourism business needs to be simple! If a visitor wanted to book with your business, but you require them to fill out a contact form and wait to be emailed by you, you are making a HUGE mistake. Booking online should be as easy a 1, 2, 3. One way to accomplish this is by integrating an optimized booking flow with partners such as FareHarbor, XOLA, or PeekPro. While we’re on the topic of easy booking, ensure that your website has prominent booking buttons with an engaging call to action (CTA)! Include “Book Now” buttons on your homepage, and wherever you have a tour or offer.


3) Facebook Pixel & Google Analytics

A Facebook Pixel is a short snippet of code integrated into your website. It collects data that helps you track conversions from Facebook Ads, optimize ads, build targeted audiences, and remarket your tours to website visitors.
Google Analytics is a powerful tool that provides information about your website and visitors. More than 56 percent of all websites using Google Analytics, it’s also one of the most popular tools out there for digital marketers — and for good reason. The tool gives you access to tons of information regarding your site’s visitors such as the amount of overall traffic your site gets, where your leads came from, demographic information, and so much more.

By having both, a Facebook Pixel and Google Analytics, integrated into your website, your tourism business will be able to run highly-effective advertisements that will lead to a higher conversion rate!

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Photographer: Stephen Phillips – Hostreviews.co.uk | Source: Unsplash

4) Mobile Responsive Design

Another feature that is an absolute must-have is a mobile responsive design! This is where your site has the capability to shrink or expand to the size of whatever screen it is being viewed on. Not only will this increase your conversions, but search engines appreciate this function and will give your tourism website a better ranking.


5) WOW Factor

You’re in the tourism business – everything about it is a WOW factor! What about your tour or tourism business sets you apart from your competition? What is the most captivating and interesting part of your business? Ensure that your website reflects that by adding photos, videos, and eye-catching designs to captivate your website viewers.

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Vegas Rally | Rally Racing Experience in Las Vegas

6) Testimonials

Featuring testimonials on your website helps build brand authenticity with your audience. It helps website viewers get an understanding of what your business is about, how well you treat your customers, and what they will experience if they book with you!

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Gone Sailing Charters | Sailing Charters in San Diego, CA

7) Live chat support

We live in an age of instant gratification and access to information at our fingertips! By including live chat support or a chatbot, any customer with a question can quickly get their answers, and they will be more likely to book with your business.

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Hoover Dam Scooter Tours | Scooter Tours in Las Vegas, NV

8) Social media integration

Adding your Instagram feed is an easy way to keep your site fresh and to avoid becoming static. By adding an Instagram integration, visitors will be able to see new pictures every time they visit (unless you’re not actively posting). By doing so, you will develop better social proof, increase your brand awareness, and potentially gain more followers.

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SinCity Moto | Slingshot Tours & Rentals in Las Vegas, NV

9) Email Capture

If you do not have a section to capture emails, you are missing out on another marketing avenue. Whether you have an email pop-up with an offer, or a simple form at the bottom of your site pages, growing and utilizing your email lists will help with customer engagement, brand awareness, and customer retention. When starting your e-mail marketing campaign, avoid these top 10 mistakes!

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Cooks On Main | Specialty Kitchen Store

Our Shameless Plug

When either refreshing your current site or building a new site, there are many factors and “Must Haves” to consider. Using our top 9 must-haves will ensure that your business has a website that is eye-catching, functional, and gets your tourism business more bookings.

At AAMP Agency, tourism website development and design is our specialty! We understand the tourism business because we’re in it with you. We know just what it takes to make highly-effective websites and digital marketing campaigns for businesses in the tourism industry, and just so you know we’re not lying to you – all of the websites featured on this blog were made by yours truly! So whether you have questions about making a website, or simply want to hand the dirty work to someone else, the experts at AAMP Agency are here to help. Start growing your business, contact us today!

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