Trust is tricky. It takes time and effort to build and can be lost in an instant. Online reviews and social media give businesses nowhere to hide. Transparency is the best policy.
Upfront information about pricing, booking, and cancellation policies not only sets the right expectations but also makes visitors feel valued and respected. When customers know exactly what to expect—no hidden fees, no fine print—they feel more comfortable booking and will likely recommend the experience to others.
“Trust” can seem like a big, vague concept. However, there are concrete things tour operators can do to establish and maintain trust. Here are a few pointers you can use to clear policies and flexible options to build trust and make the booking process smooth so visitors can book with confidence.
Transparent pricing
Surprise fees turn visitors away. Simple as that. If you’re struggling with cart abandonment, this could be why.
Customers today expect all the details to be visible from the start. Nobody likes surprises. Transparent pricing builds trust by spelling out exactly what customers are paying for and exactly what they’re getting.
The findings in Travelport’s new report show 44% of people think travel is guilty of “consumer washing” via misleading pricing.
Display all costs clearly
Show the total price, including any booking fees, taxes, or extra charges. For example, if there are additional charges for special exhibitions or amenities, make sure they’re included in the initial quote.
Think twice about how you promote special offers – especially if fees and extras are substantial. Airlines are notorious for advertising special fares only to ambush customers with fees and taxes that exceed the ticket price in some cases. Consider how this makes customers feel and weigh that against the promotional value of a low base price.
Be honest about what’s included
Outline what visitors are paying for – clearly.
Highlight perks in the package; when certain amenities are included – like guided tours, audio guides, or access to exclusive areas – make it obvious.
Conversely, If it’s a base package that doesn’t include certain extras the customer might be expecting—like a beer-tasting tour where drinks aren’t included in the price–be sure to spell that out. This communicates value and ensures visitors know what they get for their money.
Being transparent about what the base price lacks could also encourage upselling. A classic sales technique is to offer three packages–one basic, one premium, and one in the middle–encouraging people to go with the middle package.
Avoid future surprises
If additional charges might apply down the road, such as parking fees, late booking charges, or processing fees for returns and exchanges, let visitors know upfront.
A simple note on your website or booking platform goes a long way in making customers feel they’re in good hands.
Flexible ticketing: giving visitors peace of mind
Flexibility is a priority for many travellers, particularly with plans changing more frequently in recent years.
Provide flexible ticketing options to reassure customers and reduce the stress of the booking experience.
Offer flexible booking options
Give visitors the option to reschedule or change their booking date without incurring a fee, within reason, or build this into one of your pricing tiers, as we mentioned above. This makes them feel secure in their purchase and can encourage early bookings, and transparency around your cancellation/ rebooking policy prevents confusion and aggravation.
Add a ‘flexi-ticket’ option
Consider offering a flexi-ticket upgrade or including flexible booking in a premium pricing tier, allowing visitors to change their booking date up to a certain time before their visit. This upgrade can even be offered for a small additional charge, giving visitors the choice to book with added peace of mind.
As an added bonus: visitors who don’t need flexible bookings feel like they’re getting a bargain for their decisiveness!
What matters is to be transparent about your policy and the pricing structure of each tier.
Highlight refund and cancellation policies
Make your refund policies clear.
Customers need to know your refund policies in a clear, easy-to-read format. Knowing they’ll be refunded if plans change, gives customers peace of mind, making them more confident to book early. The same rules apply to hidden fees and pricing transparency: no surprises.
Always spell out your cancellation policy and any fees associated with it.
An example from ASVA
At the ASVA event, The Real Mary King’s Close shared how they encourage flexible pre-booking by offering a small discount for online bookings and a “flexi-ticket” option.
For a modest fee, visitors can change their booking up to four hours before arrival. This added flexibility has made visitors more confident in booking, knowing they have options if plans change.
Pre-booking options: convenience and control for visitors
Encouraging visitors to book in advance benefits both the attraction and the customer. Pre-booking helps manage visitor flow, reduce wait times, and create a more relaxed experience while visitors get the assurance of a guaranteed spot.
Encourage pre-booking
Highlight the benefits of booking in advance, such as avoiding queues, securing a preferred time slot, or getting a discount.
No one wants to feel like they’re missing out. Let visitors know if pre-booking guarantees entry, especially during busy periods.
Send confirmation and reminders
People can be forgetful, and even experiences they’re really looking forward to can slip their minds.
Send a friendly reminder before the visit, confirming the details and including any last-minute updates. Automated reminders add a touch of reassurance, letting visitors know their plans are on track.
Reminders are a great way to reduce no-shows, refunds, and rebookings.
Modern problems = modern solutions.
No one needs to lose their tickets in the 21st century. Digital tickets are convenient, less likely to be lost – and are even more environmentally friendly, too!
Include a link to easily re-access the ticket if needed, and make sure it’s mobile-friendly so it’s ready to use upon arrival. If a ticket is linked to a customer account or email address, you can find the booking even if the customer can’t bring it up.
An example from ASVA
The Roman Baths shared how pre-booking options allow them to manage visitor flow during peak times, while giving visitors a smoother experience.
By offering clear benefits to booking in advance, such as avoiding long queues, they’ve successfully encouraged pre-bookings, improving both operational efficiency and visitor satisfaction.
Clear and fair cancellation policies
A straightforward cancellation policy can reduce the anxiety around bookings, especially when plans change.
Make the customers’ options clear – in case they need to cancel or reschedule, and make the policy simple and easy to understand. Absorbing the cost of the occasional refund far outweighs the potential downside of frustrated customers.
Offer partial or full refunds
If possible, give visitors the chance to cancel with a full or partial refund within a reasonable timeframe.
Flexibility, like this, can be a deciding factor for visitors, knowing they won’t lose out if their plans change unexpectedly. Being sensible and flexible around rebookings can win you serious trust points with customers, and your helpfulness could generate positive reviews and social media attention.
Provide a rebooking option
Allow visitors to rebook instead of cancelling, if possible. This is particularly helpful for attractions that experience high volumes or seasonal demand, as it allows visitors to enjoy the experience later.
Rebooking is a must for weather-dependent activities.
Include the cancellation policy in the booking confirmation
Remind visitors of the policy in their booking confirmation email and any specific details they might need. This ensures there’s no confusion and keeps everything transparent.
An example from ASVA
Loch Ness Centre explained how their flexible cancellation policy boosts visitor confidence. Visitors can change their booking date up to four hours before their visit for a small fee, which makes it easy to adapt if plans change at the last minute. This clear and fair policy has made the Loch Ness Centre a top choice for visitors seeking flexibility and reassurance in bookings.
Loch Ness Centre, Drumnadrochit.
Transparency is clearly the way to go
Transparent pricing, flexible ticketing, and clear booking policies are the building blocks of customer trust. By being upfront and clear about what visitors can expect, you create a more relaxed and reliable booking experience that puts them at ease.
The more transparent and flexible the process, the more visitors will feel confident in their decision to book—and the more likely they’ll share their positive experience with others.