U.S. sees 10% decline in summer flight bookings — Here’s what to do next
By shifting your focus to local customers, you can gain more last-minute bookings and keep your calendar full.
If your summer calendar isn’t as full as it was last year, you’re not alone. Across the travel industry, major companies are reporting flat or falling bookings — even if they are offering lower prices.
Summer flight bookings in the U.S. are down 10% year-over-year, and hotel bookings in top destinations are also showing similar trends (Reuters).
The cause? Economic uncertainty is prompting travelers to tighten their budgets, delay decisions, and stay closer to home. This shift is opening the door for more local and last-minute bookings, offering tour and activity operators a new opportunity to fill spots and drive revenue.
Why local marketing matters more than ever
With fewer travelers booking summer vacations this year, tour and activity operators need to look closer to home to fill their calendars. That means it’s time to shift your marketing strategy to focus on local customers — the ones most likely to book spontaneously, respond to promotions, and tell their friends.
Even with these shifting trends, there’s good news: you don’t need to rely on long-distance travelers to drive revenue. Your next customer could be right down the road.
5 ways to attract and convert more local customers
If you’re ready to reach more nearby bookers, we’ve got a few strategies up our sleeves. These tactics are quick and easy to implement and are proven to help FareHarbor operators capture more local revenue.
1. Show up in “near me” searches with an optimized Google Business Profile
“Near me” searches are one of the top ways people discover things to do close by. To show up when and where it counts, make sure your Google Business Profile is fully up to date. That means keeping your hours accurate, responding to reviews, and adding high-quality photos.
Need help? Discover more ways to enhance your Google Business Profile.
Pro tip: Did you know your Google Business Profile can seamlessly integrate with Google Things to do (GTTD)? Connect your booking calendar to GTTD for more visibility and faster direct bookings!
2. Reach the right audience with zip code–targeted ads
Social media and search ads can be incredibly effective when they’re hyper-local. Instead of casting a wide net, focus on targeting zip codes within your state or region. Platforms like Google Ads, Facebook Ads, and Instagram Ads allow you to hone in on specific areas where local bookers are most active.
Pro tip: Use the Google Ads zip code targeting tool to set your geographic area of focus.
3. Drive instant bookings with local discount codes
Offering a discount code exclusively for local residents is a simple but effective way to encourage bookings. It makes locals feel appreciated — and gives them a compelling reason to book now.
You can easily create local promo codes in your FareHarbor Dashboard and even display them as a site banner for more reach.
4. Fill empty seats fast with dynamic pricing
Dynamic pricing lets you adjust your rates based on time and availability, giving you more control over revenue. Here are two smart ways to use it:
- To fill last-minute spots: If your tours aren’t selling out, consider lowering your prices 24–48 hours before departure. This small shift can drive last-minute bookings and help you avoid empty seats.
- To maximize revenue: If your tours regularly sell out, try a slight price increase 24 hours out to capture more from last-minute bookers willing to pay a premium.
For assistance implementing dynamic pricing, reach out to FareHarbor Support.
5. Grow your visibility and sales with a FareHarbor website
Want to show up higher in search results? FareHarbor Sites are built by experts who specialize in tour and activity website and SEO optimization. On average, clients see a 19.8% increase in conversions after switching to a FareHarbor website.
Learn more about our Essential and Growth website packages, designed to meet your business’s unique needs with SEO services, performance audits, price syncing and more.
Start strong — close to home
Economic uncertainty doesn’t have to slow you down. By shifting your focus to local customers, you can gain more last-minute bookings, boost your visibility, and keep your calendar full this summer. Whether it’s running a geo-targeted ad, optimizing your site, or launching a local promo, every small step makes a difference.
