Currently, ferry operator companies are more oriented towards daily and regular lines, i.e. transporting passengers from point A to point B. Obviously, this allows for a regular revenue stream and stability within the company, but as usual, revenues decrease as customer traffic decreases with the low season. Obviously, this allows for a regular revenue stream and stability within the company, but as usual, revenues decrease as customer traffic decreases with the low season.
Of course, local customers with the need to commute to work, for example, or to travel frequently for one reason or another will always seek this transportation, but it is not enough to increase revenue. In other words, it is difficult for ferry companies to find an audience that allows them to generate additional business growth because their strategy is not focused on Growth Marketing.
Fortunately, there is a way for ferry companies to increase sales volume, and that is to attract new customers: tourists. But how can you do this?
1. Organizes boat trips and excursions
One easy way to increase the profit margin is to try to attract foreign customers, especially since most of them have a higher purchasing power. They are more likely to be interested in a complete offer or package, such as an excursion that takes them to the best places or beaches in the archipelago.
Most ferry companies are located on islands or archipelagos, but only organize weekly routes. But haven’t you thought that there is no one better than you who knows the area? Use the knowledge they have in your area to organize excursions and guided tours to enhance your customers’ experience or simply provide information to travelers.
One of the best ways to attract foreign clients is to organize trips and excursions in parallel to regular line activities. These customers will look for the company that has this added value, because as consumers they are not only looking for transportation, but they want to get to unique places they would never have known about if it were not for you.
In fact, a foreign customer will be more attracted to a customized solution that offers a unique individual experience. According to an American Express Travel survey, 85% of travelers agree with the statement that “spending money on travel is a worthwhile investment.” This shows that foreign clients who go on trips are ready to spend, so it is only up to you to offer them the activity that differentiates you from your competition.
2. Increase awareness of foreign customers
The fact is that to win these new customers, you will have to attract them with your products and services , and in some places, especially in the Mediterranean Sea, competition is fierce!
It is therefore important to differentiate yourself from the competition by offering innovative and specialized services and products. Many tourists are looking for guided experiences, but they don’t know your area and all its wonders. In their travel planning process (traveller’s journey), they are looking for advice on where to go, what to do etc.
A good way to inform them about your trips or provide them with information is to create a blog directly on your website. By posting on your blog on a regular basis, you will draw attention to your website and this is very important. According to the aforementioned survey, 73% of customers said they use the Internet to plan their leisure travel. Manage all the data of your customers and potential customers from a powerful Online Marketing Platform focused on tourism.
This way, you can create educational content on your blog. Information about the destination or different activities including links to your excursions. Thanks to this technique, you will attract qualified traffic to your website and you will be able to direct them to your products more easily. In fact, the creation of boat trips should go hand in hand with the creation of a blog article, which allows foreign customers to be aware of the activity.
By combining regular daily lines with boat activities and excursions, you will ensure a continuous flow of customers throughout the year and a higher turnover during the high season.