How to increase website conversions for tour operators (without losing your mind)

You’ve invested in your website, but bookings still aren’t where they should be. It’s not just about attracting visitors. It’s about turning those visitors into customers.

That means your site needs to do more than look good. It needs to sell, build trust, and give travelers every reason to book directly with you, and not some third-party reseller.

Here’s how to turn your website into your best-performing sales tool and increase your conversions, step by step.

1. Make direct booking a no-brainer

Online travel agencies (OTAs) play a big role in how travelers discover new experiences—but they often come with commission fees. Encourage guests to book directly by showing them the added value: better flexibility, exclusive perks, or a more personalized experience.

Offer irresistible incentives:

• Early access to tours
• Free add-ons (think photo packages or water bottles)
• Group discounts only available on your site

Pro Tip: Get creative with where you add your perks. Tour listings, pop-ups, checkout pages. Travelers need to see the value, not go hunting for it.

2. Smooth out the booking flow

Booking a tour should feel as easy as buying concert tickets. If your site feels like a scavenger hunt, you’re going to lose people.

With FareHarbor, you can optimize your entire booking experience from start to finish:

• Fewer steps. More bookings
• Transparent pricing and cancellation policies
• Customizable forms that capture what you need, without overwhelming travelers
• Enhanced content layout and bundling

Pro Tip: Travelers will drop off the second something feels “too much.” Use FareHarbor’s Content Builder to organize tours clearly and minimize distractions.

3. Optimize for mobile (because everyone’s on it)

A majority of travelers are booking experiences from their phones. If your mobile site feels clunky, loads slowly, or needs pinch-to-zoom gymnastics, you’re losing money.

Design for people on the go:

• Use large, tappable buttons
• Keep text short and scannable
• Test your mobile checkout frequently

4. Attract the right traffic with the right keywords

It’s not just about getting more traffic — it’s about attracting traffic with the intent to buy. “Book a kayak tour in Maui” is 100x more valuable than “fun things to do in Maui.”

How to attract ready-to-book travelers:

• Use high-intent, transactional keywords on your tour pages
• Create landing pages optimized for “[tour type] in [city]” phrases
• Focus SEO on your most popular (and profitable) offerings

Pro Tip: You don’t need a massive content strategy. You need a smart one. Start with 3-5 blog posts targeting conversion-focused search terms like “best time to snorkel in Kona” or “private whale watching tours in Monterey.”

5. Build trust at the point of decision

The closer a traveler gets to clicking “Book Now,” the more their doubts creep in. That’s where trust design comes in.

Add social proof throughout your site:

• Traveler reviews
• Media mentions
• Badges (like “Traveler’s Choice” or “Family Favorite”)

Use CTAs that reassure:
Instead of “Submit,” try:

• “Reserve Your Spot”
• “Start Your Adventure”
• “Get Instant Confirmation”

Pro Tip: Place CTAs high up on the page and repeat them. Tour pages, FAQ pages, even your homepage hero section—they all deserve a bold, clear button.

6. Reclaim lost bookings automatically

Not every visitor will book the first time. But that doesn’t mean the booking is lost.

FareHarbor’s abandoned cart feature lets you:

• Automatically email travelers who didn’t finish checking out
• Offer a second-chance incentive (like 10% off if they book in 24 hours)
• Track how many bookings you recover

FareHarbor’s Abandoned Cart Recovery sends to customers at the right time, generating an impressive 20% recovery. That’s 10x the industry standard.

Turn conversions into growth

Increasing your website conversions isn’t about gimmicks. It’s about creating a booking experience that feels simple, trustworthy, and worth it.

And with the right tools and tactics, you can do that—whether you’re running a side hustle or scaling an enterprise.

Want to see how this works in real time?

Book a free demo and let us show you exactly how to turn your website into a booking powerhouse.