How to price your tours and activities

Add up your variable cost per departure (fuel, crew, gear, consumables) and your fixed overhead. Divide by realistic capacity to find your break-even per seat, then price above it with a healthy margin.

Adult, child and senior tiers let families and groups say yes without discounting your core ticket. Tiered pricing captures more guests per departure while keeping your headline price intact.

Optional extras — gear rental, photos, processing, upgrades — raise revenue per booking without changing your sticker price. Guests who want more can spend more.

For high-value trips, consider a deposit to secure the booking. Use promo codes for groups, locals or off-peak times to fill departures you'd otherwise run light.

Peak demand deserves peak pricing — but blunt surge pricing erodes trust. The cleaner pattern is structural: a standard price, an off-peak promo code you control (locals, shoulder season, weekday departures), and premium variants (sunset slots, private upgrades) that capture high willingness-to-pay through added value rather than naked markups.

Gift cards smooth seasonality from the cash-flow side: holiday sales bring next summer's revenue forward, and balance tracking means partial redemptions keep guests coming back.

Change one variable at a time and give it two weeks of bookings before judging. Watch conversion (page views to bookings) alongside revenue per departure — a price increase that drops conversion slightly but raises revenue per seat is usually a win with capacity-limited experiences.

Use your booking data: if departures sell out days in advance, you're underpriced; if fill rates sag midweek, that's a promo-code problem, not a price problem.