Summer 2024 Recap: Key industry insights

At eola, we’re lucky to work alongside some amazing businesses in the adventure and experience industry.

Because of that, we get a front-row seat to all the trends and shifts happening in real-time. As the summer season wraps up, we’ve gathered some of the most exciting insights and data from the past few months to share with you. These trends highlight how businesses have performed and grown over the summer, and we’re thrilled to give you a peek behind the curtain.

After hour bookings

That’s right—almost four out of ten bookings came in after the traditional 9-5 workday.

This goes to show just how important it is to have a booking system that works round the clock. In today’s world, customers expect to be able to book whenever it suits them, whether it’s during the day or late at night. Relying only on phone lines and office hours? That’s a missed opportunity. Having a 24/7 online booking system ensures you capture every potential booking, even while you sleep!

Voucher sales

More and more people are giving the gift of experiences. This year, sales of gift vouchers and credit went up by 22% compared to last year. Consumers are looking for unique, memorable gifts, and experience vouchers are the perfect fit. Offering gift vouchers can help you tap into this growing trend and bring in more revenue—even during quieter months. Plus, it’s a great way to encourage repeat customers when they redeem their vouchers!

Apple Pay and Google Pay

More and more people are using mobile payment methods, with 42% of bookings happening through Apple Pay or Google Pay. These payment options are faster and secure, customers are used to using them everyday and trust a website that allows for these payment methods. By offering these choices, you’re reducing the number of steps customers need to take to finalise their booking, which means fewer customers dropping off and more completed bookings. Easy payments = more happy customers.

Cart abandonment

Cart abandonment can be a real challenge, but here’s the good news: businesses using eola saw 51% fewer abandoned bookings than the industry average. That’s huge! Our platform is built to make the booking process as smooth as possible, so customers are less likely to give up halfway through. When it’s easy to book, people are more likely to follow through, and that means more bookings and higher revenue for you.

New pricing model

Earlier this summer, we introduced a new pricing model, and the results are in! Businesses that switched to our new pricing saved an impressive 53% compared to those on our legacy model. Our goal is to make sure you’re keeping more of your revenue, all while benefiting from the powerful tools eola provides!

Booking trends

One interesting insight from this summer is that bookings were typically placed 12 days in advance of the event. This highlights the importance of listing your activities with plenty of lead time. Customers are planning ahead, and having your events and experiences available to book well in advance means you’re more likely to capture those early planners.

eola updates over the summer

eola marketplace

We’ve been working hard on our eola marketplace, and it’s paying off! We’ve generated thousands of bookings over the summer for our partners that they wouldn’t have gotten otherwise. Our marketplace is designed to help businesses like yours reach more customers who are ready to book their next adventure. By making activities easier to find and book, we’re not only helping you boost visibility, but also bringing you year-round bookings. It’s a win-win: more exposure for your business and more bookings from adventure-seekers. Learn more about our marketplace here.

Store items

This summer, we introduced the ability to sell general products and add-ons alongside your activities, opening up new opportunities for revenue. Whether it’s selling snacks, souvenirs, or gear like trampolining socks, having a store attached to your booking system means you can offer more to your customers. It’s a great way to increase sales without any extra hassle. Not only do customers appreciate the convenience, but it also gives them the option to enhance their experience with additional purchases.

Rescheduling

We know how busy things can get, especially when it comes to managing multiple bookings. That’s why we’ve rolled out an update that lets you reschedule multiple bookings at once, with just a few clicks. Whether it’s bad weather or a change in plans, you can handle rescheduling without losing precious time.

Waivers

Here’s a little update that’s made a big difference: we’ve improved our waiver process, making it easier for guardians to sign waivers on behalf of their children. It’s these small touches that help make the booking experience smoother and easier for your team to manage.

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As we say goodbye to summer 2024, it’s clear that the adventure and experience industry is evolving rapidly. At eola, we’re dedicated to giving you the tools and insights you need to stay ahead of the game, and we’re excited to keep innovating and helping your business grow, no matter the season!

Check out more tips on how to grow you activity centre in 2024 here: Choosing a booking system for your activity business in 2024: 10 must-have features! and Best online booking system for ski schools.

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