Gray Line has done everything to keep their tours in operation, from adjusting processes to meet changing health protocols to adapting itineraries while recovering from a hurricane. Viator Accelerate has been one of the ways they’ve taken back control of their business during a year that delivered continual twists and turns.
Doing More with Less
New Orleans is an infamously competitive city for tours and experiences. With so many options available to travelers, Gray Line had always allocated resources to differentiate from the pack. COVID made this difficult to continue – a combination of tightened budgets and staffing limitations meant their team was forced to do more with less. To complicate matters further, Hurricane Ida left domestic travelers wondering if tours in the area were running at all.
Gray Line experimented with product modifications and consolidations but didn’t have a way to efficiently and affordably promote their active products. They needed a low-risk way to let travelers know that they were open for business and continuing to deliver their inventive, high-quality experiences.
Getting the Right Exposure
Viator Accelerate met all Gray Line’s needs for a marketing solution. Participation required no upfront costs and increased exposure to a highly targeted audience through exclusive ad placements.
Viator Accelerate allowed Gray Line to promote their diverse products individually but from one central place: the Operator Management Center. Gray Line had the flexibility to opt-in at the product level, giving extra attention to less popular tours or those with more competition. Armed with Visibility Scores and the Accelerate Insights dashboard for each participating product, they saw exactly where they stood against the competition – and adjusted their exposure accordingly.