As the digital wave continues to reshape the diving industry, PADI Dive Centers and Resorts worldwide are adapting and flourishing. Here, we unravel the top ten questions that have been frequently asked by PADI Members successfully navigating the PADI digital ecosystem. These questions, coupled with insightful answers, offer a treasure trove of knowledge for any diving business looking to excel online.
By learning from the experiences and tactics of successful PADI Dive Centers and Resorts, you can adapt and apply these insights to bolster your own online presence and sales.
1. What type of customers should I target when choosing which activities to list on the PADI Adventures?
Data shows that non-divers and occasional divers find booking online best for their needs. Non-divers particularly appreciate when rich information is available for beginner courses and first-dive experiences, because they have limited knowledge of what scuba diving entails and feel reassured by booking through PADI. However, both experienced and occasional divers also appreciate online booking platforms, especially in non-familiar destinations and when they have not dived in a while.
2. What information is important to include for customers who prefer to book their scuba diving activities online?
Transparency is key both in terms of activity description and price. Most consumers understand the complexity of scuba diving and expect to be provided with all the info they need to book an activity directly in the listing, without engaging in long email threads. When listing your activities, it is important to clearly state any requirements and policies. A final, all-in price is what online bookers expect. This is why activities listed must include all mandatory and optional fees, such as the cost of equipment rental for the Open Water Diver course, for example.
3. What are the top selling activities on PADI Adventures?
54% of bookings are for PADI courses, with a strong focus on beginner courses. The vast majority of bookings are for Open Water Diver courses, followed by Discover Scuba® Diving (DSD) experiences and Advanced Open Water Diver courses.
Fun dives and snorkeling trips together represent 46% of bookings. Trends show that the core activities that attract the most bookings are the following, depending on where a shop is located of course:
Discover Scuba Diving (DSD) experiences
Open Water Diver courses
Advanced Open Water Diver courses
Enriched Air (Nitrox) Diver Specialty courses
ReActivate programs
Fun dives
Snorkeling trips
4. How can I optimize my online product listings for maximum visibility?
When listing your activities, it is important to keep in mind that users may be browsing all bookable products in a given location. That means you need to give customers reasons to book specifically with you.
From a content perspective, traffic data shows consumers spend more time reading descriptions which are crafted to keep their attention. Refrain from using pre-populated copy and include unique selling points for your products.
Photos and videos are also extremely important for consumers. Take some new beautiful shots of your premises, the common sightings in your area, happy divers on a boat trip and so on. Remember that showing people in photos has the power to help consumers imagine being part of that photo, so inspire them accordingly!
5. How will updating my Dive Shop Locator profile bring me more business? Do you have numbers to prove it?
The statistics are quite compelling. Dive shops that haven’t embraced adding their profile information to the Dive Shop Locator (DSL) are facing an uphill battle when it comes to visibility. Specifically, there’s an average 3% decline in visibility for these shops compared to other dive shops nearby. On the flip side, PADI Dive Centers and Resorts that have fully completed their DSL profiles are witnessing remarkable gains.
Here’s a snapshot:
Up to a 53% increase in profile page visibility, meaning their profile is easier to find for potential new customers.
Up to an astonishing 184% rise in web traffic directed to their websites from their DSL profile page.
And perhaps most impressively, up to a 379% surge in clicks to their eLearning eCommerce Store.
This level of engagement showcases the effectiveness of a well-maintained Dive Shop Locator profile.
6. How can I handle online sales if I don’t have an online booking engine?
Being a PADI Member, you have a powerful tool in your hands – your PADI Extranet profile. This platform is designed to support your needs, offering a seamless way to manage various aspects of your dive shop’s online presence and operations, all in one place.
With the PADI Extranet, you can:
Efficiently manage your Dive Shop Locator profile, ensuring potential customers always have access to up-to-date information about your services.
Sign the listing agreement digitally, streamlining the administrative processes.
Create and schedule your PADI Adventures activities.
Handle bookings and payments effortlessly, providing a smooth experience for both you and your customers.
The PADI Extranet stands out as an essential and universal tool to simplify your operations, enhance your online visibility, and improve your customers’ experience.
7. How can I capitalize on popular dive sites and points of interest in my area?
Divers often decide to visit locations because of what they’ve heard about the spectacular diving on offer. Their initial search behavior is often to seek out information about unmissable dive spots, especially when they are still researching the various destinations they have to choose from.
Use your expert local knowledge to contribute to the largest dive site locator in the world on PADI.com. This is not just an informative tool; it also provides immediate access for users to book diving with PADI Dive Centers and Resorts offering trips to that dive site. Linking your activities to specific dive sites is super easy and allows your listing to be seen by divers who want to dive somewhere specific. They can immediately make their plans to visit a site by booking online with you.
You’re in control of providing the information consumers are looking for and selling them on why your business is the right choice.
8. What is the purpose of the widget if I’m already selling activities on PADI.com?
The PADI Adventures widget is an additional PADI Member benefit – a free online booking tool. It enables members who list their activities on PADI.com to take direct bookings on their website.
By integrating the widget to your website, you eliminate the need for repetitive work. You can set up your products once in the PADI Extranet, and they automatically populate in the widget on your website. Not only is the setup process remarkably straightforward, requiring less than 10 minutes of your time, but it also offers a cost-effective solution to traditional booking systems. Unlike other similar tools, that may charge hefty commissions, the widget operates on 4.9% service charge model, covering credit card and bank fees.
9. Will my activities be bookable on other channels in the future?
Our objective is to allow you to leverage what you have listed and maintain in the PADI Digital Ecosystem on the maximum number of possible channels. In November 2023, we launched our first distribution partnership with Klook, Asia’s top booking platform. PADI Dive Centers and Resorts that have their activities listed on PADI.com enjoy broader exposure via this partnership. We are also in discussions with other distribution channels – stay tuned for more exciting updates in 2024!
10. How can I affiliate divers to my dive shop to earn referral commissions?
The affiliation process is straightforward and doesn’t require any significant effort from your side.
Create a QR code or referral URL in the Extranet.
Share it with your divers through email, social media, or even printed materials by using this toolkit.
Once your divers are associated, you will earn a 5% referral commission whenever they make a standard booking for a course or dive with any dive shop worldwide (excluding your dive shop) through the app or website. This also applies when they book a liveaboard or dive resort through PADI Travel.
You can monitor the bookings made by your divers and see your growing commission directly on the Extranet. Note: The booked activity must occur within 12 months of the diver’s association with your dive shop.
This system not only incentivizes divers to stay connected with your dive center but also opens up a new revenue stream for your business.
It’s clear that in the digital age, a strong online presence is not just beneficial – it’s essential for dive shops looking to thrive and outpace the competition. The great news? We’ve developed the perfect tools to help you achieve just that!
If you have more questions, our PADI Adventures Team is available for 1:1 Business Support in English, Spanish, Arabic and Italian. Email the team at padiadventures@padi.com.
The post Answers to the Top 10 Frequently Asked Questions About PADI Adventures appeared first on PADI Pros.
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