Building trust: How to present pricing with confidence

When a traveler looks at your tours or activities online, their decision goes far beyond the number on the screen. The way you present your pricing shapes how appealing and worthwhile your experiences appear.

By stepping into your customer’s shoes, you can create listings that are clear, compelling, and confidence-building. Here are a few strategies to help you build trust — and turn more browsers into bookers.

Stand out with badges

Sometimes, a small visual cue can be the reason a customer decides to book with you instead of one of your competitors. FareHarbor makes it easy to highlight important features with badges:

• Cancellation badges: Travelers value having options when booking activities — especially if it’s weeks in advance. Knowing they can cancel if something comes up (for example, up to 48 hours before the tour starts) reduces hesitation and builds trust. Adding a “Flexible cancellation policy” badge in your book form makes this benefit instantly clear.
• Instant confirmation badge: When customers see that their booking will be confirmed right away, they can be reassured that your business is credible and gives them peace of mind.

Add clarity with public headlines

FareHarbor’s Public Headlines feature lets you add short, eye-catching notes that appear right alongside your activity’s price and time. These quick details give travelers extra context at the exact moment they’re deciding to book.

These headlines provide a little snippet of extra information that will help customers choose the experience that is right for them. For example, you could add “Includes complimentary drinks” on a Friday sunset sail, “Sells out fast” on a popular zipline tour or “Perfect for vegetarians” on a food tour. These small additions help travelers make decisions faster and with more confidence.

Pro tip: In your Dashboard, you can save and reuse your most common headlines, making it simple to consistently highlight the features that set your activities apart.

Boost value with bundling

Bundling doesn’t just bring in extra profits, it also creates a smoother booking experience for your customers. When travelers see curated offers, they often perceive more value, making it easier to purchase more in one seamless checkout, 

There’s a few ways to bundle your items with FareHarbor:

• Combos: Offer optional add-ons like a second tour, retail items, or gift cards directly within the same booking flow. You can even add a small discount on the extra item to encourage more purchases. Combos work especially well for activities that are often booked together, or for common extras like rental gear and photo packages.
• Packages: Build curated bundles where two items are always booked together — ideal for creating full-day experiences or limited-time seasonal promotions. 

These features make travelers feel like they’re getting more for their money, while you enjoy higher average order value and additional opportunities to showcase what makes your business unique.

Influence decisions through presentation

Even small changes to how you display pricing can shift customer behavior. For example:

• The left-digit effect: Prices ending in .99 (like $49.99 vs. $50) are often perceived as significantly lower, even when the difference is just one cent.
• Transparency matters: Clearly explaining what’s included reduces hesitation and increases trust. When travelers know what to expect, they’re more likely to book without second-guessing.

Make the booking experience seamless

At the end of the day, your goal is to make the booking experience as seamless as possible. Attractive listings, with strong visuals, clear descriptions, and thoughtful pricing strategies, reassure travelers that they’re choosing a high-quality experience.

Your FareHarbor Dashboard gives you the tools to shape how customers see your business, whether that’s with urgency badges, bundled offers, or flexible policies. By stepping into the traveler’s perspective, you’ll build listings that feel both trustworthy and compelling — and that means more bookings for you.

To explore more ways to improve your Dashboard setup, visit our Help Center.