How to build trust and increase bookings for your tour business

Trust is the foundation of any successful tour and activity business. It’s what turns website visitors into bookers and happy customers into repeat guests. But in a competitive market, how do you prove your business is worth the click and the cost?

The good news is you’re likely already doing more than you think. And with a few intentional updates, you can build on that foundation to make your business even more trustworthy.

Let’s explore what makes travelers feel confident booking with you — and what you can do today to strengthen that trust.

Be transparent with your policies and pricing

No one wants to comb through fine print just to figure out if they’ll get a refund if it rains. Clear, upfront information not only saves time, it builds trust.

Here’s how to make your policies work harder for you:

• Create a dedicated policies page for cancellations, refunds, and weather-related changes. Link to it from your FAQ page and confirmation emails.
• Include parking details — where to park, what it costs, and how long it takes to walk to your check-in location.
• Use add-ons thoughtfully. Avoid sticker shock by clearly showing what’s included and what’s optional.
• Update your pricing strategy. If you use peak or seasonal pricing, let customers know how to find your best rates. FareHarbor’s price schedules can help you manage this automatically.
• Get your calendar ahead of the game. Set your availability 6–12 months in advance so planners can book early with confidence.

Pro tip: Don’t bury important info in the fine print — repeat key policies throughout your site, including on the booking flow and confirmation emails.

Keep health and safety info current

Whether it’s a global health crisis or a local travel advisory, travelers want to know they’ll be safe. Keeping your policies up to date shows you care — and that you’re paying attention.

• Review and revise your health and safety page regularly.
• Highlight safety features like group size limits or sanitized gear.
• Add quick reminders in booking confirmation emails and tour reminders.

Need help communicating safety measures? Start here: How to Communicate Health & Safety Policies

Polish your digital presence

Your website and social media are often your first — and only — shot at making a strong impression. A polished, up-to-date digital presence builds credibility and keeps customers from second-guessing your professionalism.

Here’s what to focus on:

• Use high-quality, current photos that reflect your actual tours and activities.
• Write detailed tour descriptions. The more specific, the better — especially for first-time customers.
• Align marketing campaigns with your current offerings. Don’t promote tours that aren’t available or out of season.
• Respond to reviews. A thoughtful reply to both glowing praise and tough feedback shows you care about your customers.

Pro tip: Use a social listening tool to catch comments, tags, and reviews across platforms. It’s a smart way to engage and spot opportunities for improvement.

Optimize your website for trust signals

Google uses E-E-A-T — experience, expertise, authority, and trust — to evaluate the quality of your website. But your customers do too.

To meet their expectations:

• Build a thorough “About us” page. Include photos, team bios, and your company story.
• Keep your Google Business Profile up to date. This helps with both SEO and credibility.
• Add a secure SSL certificate and publish a privacy policy to protect your customers’ data.
• Create a dedicated “Contact us” page with your hours, phone number, and email.
• Link to your social channels and review platforms in your footer for extra visibility.

Pro tip: Gain trust more easily with FareHarbor Sites, which include enterprise-grade security with secure SSL certificates. 

Train your team to deliver on the promise

Even the best website won’t save a poor in-person experience. Prepare your team to handle tough situations with confidence and care.

• Set clear expectations for professionalism and tone.
• Role-play scenarios with frustrated customers or common booking issues.
• Empower staff to resolve problems on their own — whether that’s a partial refund, rescheduling, or offering a discount for a future tour.

You don’t need to be perfect, just proactive. A little preparation goes a long way in turning a negative situation into a positive memory.

Trust is in the details

Trust isn’t built in a day, but it is built in every interaction. The way you describe a tour, respond to a review, or handle a refund all tell customers what kind of experience they can expect.

Use this guide as a checklist to fine-tune the details. Whether you’re updating your website or gearing up for your busiest months, now is the perfect time to reinforce the trust that drives bookings.

Want a website that builds trust and drives bookings?

FareHarbor Sites creates custom websites designed specifically for tour and activity businesses — optimized for conversions, SEO, and customer confidence. Explore FareHarbor Sites to learn more.