Hi all,
Wondering if this information is available:
Buyer demographics: Age bands, country of residence, and gender, where available.
New York buyer behavior: Which types of tours sell best and whether purchasers tend to be visitors or local residents.
Discovery and conversion: How buyers find tours, which sales channels convert best.
Thanks a lot and cheers from New York,
-Iren
Hi @irengurarye Thanks for posting your question here.
Before I get into it, one question: Is your question specifically related to tour promotion or tour creation?
We can’t share anything about individual listeners for privacy reasons, but a similar question came up at our Publishers Town Hall earlier this year, so here’s the general picture we shared there.
Our most active listeners tend to be well-educated, frequent travellers. In fact, at the top of VoiceMap’s leaderboard is an avid traveller who has done 178 tours in 20 countries and 77 destinations. Around 40% of our most active listeners are 55 or older, and plenty are working professionals or retirees. Beyond that, it’s a fairly even mix of ages and genders, with lots of solo travellers, couples and small groups. If you’d like to get to know them a bit better, our How We Travel series chats to some of them about how and why they travel.
There are a variety of factors that determine whether a tour sells, but one thing that brings listeners back to your tours is great storytelling. Tom Darbyshire, who’s created 21 tours of New York, shared some excellent script tips at one of our webinars earlier this year. In a city like New York, which already has plenty of general tours, themed tours and tours about specific stories or neighbourhoods tend to do well. We’ve got a webinar on themed tours coming up soon, which might be useful.
US tours are mostly bought by people who live in the US, so your audience is largely domestic rather than international. And once someone’s done a tour, they tend to come back for more, so the work you’re doing to build a following for City Beautiful tours really pays off.
By the time listeners get to the app, they’ve usually already decided which tour they want, so while most sales happen in the app, most discovery happens online. That’s why getting your tours out there matters. Most listeners plan at least a few days ahead, so it really helps to show up in Google while people are researching their trip, and linking your tours to Google Things to Do is one of the best ways to do that. This is one of the steps in the final touches before publishing, but it’s worth reviewing the landmarks you’ve chosen for your tours, since we recently increased the maximum number of landmarks to 30.
We currently provide more detailed analytics to publishers on Pro and Premium plans, but we’re also working on a basic analytics dashboard for all tours. More on this soon!
You’re welcome @irengurarye In that case, I recommend asking this question in the Facebook and LinkedIn groups as well. If you can give a little bit of context on what promotion you’re currently doing and what information you’re looking for to help with this. Since these are private groups, we can share some specific data from our online promotional strategies and what has worked for VoiceMap. Plus, you can hear from other publishers who do their own promotion.