From Phone Calls to Clicks: The Evolution of Booking in TAA Businesses

Jarod LaFalce

Co-Founder / COO of BookingTerminal

Published on: Oct 29, 2024 | Estimated Read Time: 5 minutes

Historically, Tour, Activity, and Attraction (TAA) businesses have embraced a “Mom and Pop” mindset, focusing on building strong relationships with customers. This often started with a personal touch, like a phone call or email:“Hi, this is Jarod. I'm interested in your [insert service] on [insert day] at [insert time]. Can I sign up?”

The Importance of Relationships

Building relationships is still crucial; customers enjoy engaging conversations with businesses they trust, especially when planning a full day of activities. TAA companies rely on their reputation, attracting both new and returning customers through positive interactions.

Shifting Trends in Booking

However, there has been a notable shift in how customers book these experiences. In 2022, PhocusWire projected that by 2025, about 23% of global booking volume in the TAA sector will come through online direct channels, up from about 14% in 2019 (PhocusWire, 2022). At the same time, offline direct bookings are expected to drop from 70% to 56% (PhocusWire, 2022). This shift shows that as COVID-19 pushed services online, consumer behavior adapted, leading to a lasting preference for online bookings.

The Evolution of Engagement

Does this shift mean the end of relationship-building? Not at all. The way we connect has simply changed. To engage effectively with today's consumers, companies need to provide a smooth, easy way for customers to book experiences directly through their websites. While bookings have moved online, this change allows for deeper communication after the purchase, focusing on personalized customer experiences rather than just transactions.

This creates a positive feedback loop: customers who value convenience are more likely to return and recommend your services. As businesses adapt, gathering customer feedback can strengthen these relationships even further.

Conclusion

It's clear that the move to online booking is not just a passing trend; it's here to stay and will continue to grow. While the idea of changing may feel daunting, keep these two points in mind:

• You're Not Alone in This Transition: Many TAA businesses are going through this shift together. There are many resources and tools available to help you make a smooth transition to online booking. With the right support, you can enhance your customer experience while keeping the personal touch that defines your brand.
• Unlocking New Opportunities: Embracing online bookings not only aligns your business with current market trends but also opens the door to many benefits, including better operational efficiency, improved customer satisfaction, and increased revenue potential. For a closer look at these advantages, check out our next blog post,"Transform Your Business: The Power of Online Booking Systems".

As the TAA industry evolves, those who adapt will find new ways to thrive. Don't miss your chance to elevate your business in this digital age.