How Hawaiʻi operators can grow direct bookings with smart, simple shifts

In Hawaiʻi’s dynamic tourism market, every booking matters. And where that booking comes from can shape your long-term growth. Online Travel Agencies (OTAs) like Viator and GetYourGuide play a valuable role in connecting your tours with a global audience. But building a stronger direct channel alongside them can unlock even more opportunities.

Direct bookings give you greater control over the guest experience, stronger brand recognition, and often, a higher return. The best part? You don’t need to flip your business upside down to see results.

With just a few intentional updates from website tweaks to local partnerships, you can create a direct booking strategy that works seamlessly with your existing OTA presence.

Let’s explore how small, strategic shifts using FareHarbor’s tools can help you bring more bookings straight to your business.

How to increase direct bookings for tours and activities

Building more direct traffic doesn’t require a complete marketing overhaul. A few practical updates to your website, partnerships, and pricing can make a measurable difference in how travelers find and book your tours.

Improve your tour website conversion rate

Chances are, the moment someone spots you on an OTA or Google, they’re heading to your website next to check you out. 

Make it easy for them to book directly through your website by focusing on clear calls to action, simple navigation, and fast load times. Test your checkout flow regularly to reduce friction and drop-offs.

Travelers in Hawaiʻi are often booking on their phones, sometimes while already on the islands. A mobile-optimized site that loads quickly and displays real-time availability can turn browsing into bookings.

Pro tip: FareHarbor Sites are built with conversion best practices in mind and can boost direct bookings by as much as 19.8%.

How affiliate partnerships can grow your tour revenue

Not every booking has to come from your website to count as “direct.” By building local and strategic affiliate relationships, you can expand your reach while encouraging more direct sales through your tour booking software.

The FareHarbor Distribution Network (FHDN) makes this simple. You can connect with hotels, destination management organizations, and travel partners that align with your brand. Each partner can access your live availability and rates directly through FareHarbor, helping them book your tours instantly while keeping your control and visibility intact.

This approach expands your visibility while giving you more control over how bookings are managed. By setting your own commission structures and tracking performance through your FareHarbor dashboard, you can create a balanced mix of distribution partners that support both reach and profitability.

Simplify referral and concierge partnerships

Some of your best bookings? They’re probably just a few blocks away, sitting behind concierge desks and hotel front counters. Hotels, resorts, and local attractions often serve as the first point of contact for travelers looking to plan their next activity. 

By streamlining how you manage concierge and referral relationships, you can turn these local partnerships into a reliable source of direct revenue.

With FareHarbor, you can create unique referral links or assign tracking codes for each partner. In your FareHarbor dashboard, go to Affiliate Tools > Referral Tracking. Here you can generate custom links and assign partners with unique commission rates. For example, give your top hotel concierge 15% and seasonal partners 10%.

Simplifying these partnerships not only saves time but also supports your overall marketing for tours and activities by creating consistent, trusted local connections. When concierges know they can book your experiences quickly and accurately, they’re more likely to recommend you again.

FareHarbor tools that increase direct sales

Many operators already use FareHarbor for day-to-day bookings, but several built-in tools can also help strengthen your direct sales strategy. From marketing automation to custom promotions, these features make it easier to turn first-time guests into loyal, returning customers.

Build better listings that convert with Content Builder

Your tour listings are often the first place travelers decide whether to book — and FareHarbor’s Content Builder helps you make the most of that moment. This tool organizes your product descriptions into clear, easy-to-navigate sections so guests can quickly find key details like pricing, highlights, and special requirements. Operators using Content Builder have seen up to a 7% increase in conversions thanks to improved readability and user experience. The result? More confident guests, fewer questions, and a smoother path to direct bookings.

Using promo codes to drive direct bookings

Promo codes are a simple but powerful way to encourage direct bookings. You can create exclusive codes for email subscribers, concierge partners, or social media followers, offering discounts or perks that can only be redeemed when booking directly through your site.

Because FareHarbor tracks promo code performance, you’ll always know which campaigns are driving the most value. It’s an easy way to reward loyalty and measure what works best for your audience.

Understand your traffic and marketing performance

Knowing where your bookings come from helps you invest your marketing budget wisely. FareHarbor integrates with Google Analytics and Looker Studio, giving you full visibility into which traffic sources and campaigns deliver the highest returns.

When you understand how travelers find and book your tours, you can refine your marketing strategy, strengthen your best-performing channels, and spot new opportunities for growth.

Automate follow-ups to turn guests into repeat bookers

Every guest interaction is a chance to build long-term loyalty. Automated follow-up emails help you stay connected by thanking guests, requesting reviews, and encouraging them to book directly next time.

Use the ‘Thank You + Promo’ email template in FareHarbor’s Smart Emails to follow up automatically 48 hours after a tour. Add a custom code like RETURN10 for returning guests and track its success under Promotions > Reporting.

Pairing follow-ups with incentives like promo codes or membership offers can inspire repeat visits and referrals. Over time, this creates a steady stream of direct traffic that supports your business year-round.

Tie it all together: More bookings, more control, less stress

Every booking channel has a role to play. OTAs, affiliates, and direct sales can all work together to strengthen your business when managed intentionally. 

By optimizing your website, building smart partnerships, and making the most of FareHarbor’s built-in tools, you can create a healthy mix that supports both visibility and long-term growth.

Curious how this could work for your business? Grab a free demo and let’s find out.