The Adventure Travel Trade Association (ATTA) is employing a psychological method called 'behavior smart' to increase sales, its director told an audience at ITB Berlin.

“People are looking to make fast decisions based on shortcuts,” said Milena Nikolova, a director at the ATTA. “Using data that our members provide to us, we identify operational patterns that our travelers make – either before choosing our destinations or while they are there – and then design solutions for our members that correspond to the patterns.”

The ATTA found that grouping booking choices in bundles of three, along with brief wording, provided the highest booking rates in the adventure tourism segment.

“If you’re a destination or a tour company, you have to structure your information in such a way that it’s brief and easy,” she said.

She said trade bodies can help their members develop best practices for selling on the web that correspond to varying preferences in a given industry.

“We also provide training which saves of members time because they then don’t have to do all of the research themselves,” Nikolova said.

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted. Michael Scaturro is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.

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