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Tour & Activity Industry Terms

What is a No-Show?

A no-show is a person who makes a booking with you but does not attend the activity.  For many experience operators, no-shows can result in lost revenues and even chargebacks or refunds.  There are several ways to reduce no-shows and mitigate the financial and operational impacts that they have on a business.  These include:

  1. Take full payment at the time of booking.  One of the best ways to reduce no-shows is to ensure that the guest pays for their ticket at the time of booking.  If the guest is booking on-line, then charge the customers credit card for the purchase immediately.  Allowing for “Pay at the door” or “Pay in person” payment methods statistically increases no-shows because it reinforces a lack of commitment on the part of the guest.  Since they have not paid, they have nothing to lose if they don’t show up.
  2. Have a no-show policy in the terms and conditions.  Include a very clear no-show policy that states what recourse a customer has if they do not show up for an activity that they have booked.  This may include offering a refund or scheduling them on a different tour.  In some cases, this may be that the customer is not entitled to a refund and will not be accommodated on another tour, the choice is up to the experience operator and is based on their ability and willingness to accommodate no-shows.
  3. Offer cancellation insurance.  Insurance providers like Tourshield offer optional ticket protection that guests can purchase at the time of booking.  This type of  insurance covers the guest in the event that they are unable to attend your activity because of certain life events, for example an accident, travel conflicts, or illness.  By offering ticket protection, the operator protects themselves against no-shows because it becomes the guest’s responsibility to notify the insurance provider for a refund.
  4. Use pre-arrival emails.  Emails and SMS messages prior to an activity can go a long way to reminding the guest that they have booked with you.  These messages may include important pre-arrival details such as transportation options, parking, or safety information.  Regardless of the content, it is important to use pre-arrival messaging to keep the activity top of mind with the guest and to ensure they have all the information they need when attending.

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