Online booking has revolutionized the scuba diving industry, providing customers instant access to dive experiences worldwide. Just a few years ago, attracting customers who weren’t committed to diving seemed impossible. Traditionally, customers would explicitly search terms like, “I want to scuba dive,” before discovering dive shops. Today, however, dive shops can easily reach a broad audience of adventure seekers/not committed divers through Online Travel Agencies (OTAs) and booking tools like PADI Adventures—a free tool available to all PADI Retail and Resort Members.

Understanding and meeting the expectations of these digitally savvy customers can encourage them to choose diving activities alongside other experience options. Here’s what every dive shop needs to know.

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Be Transparent With What You Offer

Customers booking online value transparency. Diving activities involve logistical details, safety considerations, and pricing complexities. Providing comprehensive information in your listings reduces confusion and lengthy email exchanges. Your listings should clearly include requirements, policies, and a final, comprehensive price that includes all mandatory and optional costs upfront. For example, clearly specify if equipment rental fees are included or extra.

Key Information That Customers Look For

Here are five essential product features that customers prioritize when deciding to book online.

1. Clear and Fair Cancellation Policies

Cancellation policies significantly impact booking decisions. Customers appreciate flexibility, especially when traveling or booking activities dependent on conditions such as weather.

Define your cancellation policy clearly, ensuring it aligns with your operational needs without becoming overly restrictive. The more restrictive, the less preferred by customers.​

2. Instant Confirmation

Instant confirmation is highly valued by online customers, dramatically enhancing the overall booking experience.

• Whenever possible, offer instant confirmation to reassure customers that their dive is secured immediately upon booking.
• If you must use “on request” bookings, ensure you respond promptly to reduce cancellation risks. Speed and responsiveness reassure potential divers.

3. Clearly Defined Product Inclusions

Clearly listing inclusions not only prevents confusion but also adds perceived value to your offering.

• List as much as you can, including non-diving related things (eg. free photos/snack included)​
• Don’t overwhelm with exhaustive lists, but inspire​. Instead of detailing each piece of equipment separately, simplify by stating “Scuba equipment rental (full set) included”.

4. Strategic Booking Lead Times

Effectively managing booking lead times can boost customer satisfaction and operational efficiency.

• Clearly define the minimum notice required to facilitate smooth operations.
• Offer short-notice availability to attract spontaneous travelers.
• Provide generous advance scheduling options to appeal to customers who prefer planning ahead.

5. Reviews

Reviews are essential, with 91% of consumers reading reviews before booking (Source: Search Engine Journal). With this in mind, PADI Adventures recently introduced a feature that automatically integrates your latest Google Business reviews directly onto your Adventures product pages, significantly enhancing trust and increasing conversions.

Encourage satisfied customers to review their experience, helping you grow your reputation and making your products shine with five-star ratings.

Optimizing these key product features in your PADI Adventures listings ensures your dive offerings resonate with customers, leading to increased bookings, improved customer satisfaction, and sustained business growth.

If you need assistance setting up your store’s bookable products, please contact the PADI Adventures Team.

The post PADI Adventures: Key Product Features That Drive Bookings appeared first on PADI Pros.

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