Trust drives every booking decision. Whether someone is choosing a zipline tour, a guided fishing trip, or a weekend retreat, they want confirmation it’s worth their time and money. And that confirmation comes from people like them - other customers.
Social proof isn’t just a “nice to have.” It’s a proven sales lever. 93% of customers read online reviews before making a purchase decision (Source: Podium). For adventure outfitters, that means your past guests can be your most persuasive sales team, if you know how to capture and showcase their voices.
In this post, you’ll learn:
Getting a great review often starts before the guest even leaves your property. Collecting customer feedback shouldn’t feel like a chore for them, or for you. With the right timing, tools, and approach, asking for reviews can become part of your standard flow. The goal is to make it easy, timely, and authentic, so you’re consistently gathering real experiences that future guests can trust.
Use these proven ways to generate consistent, quality customer reviews:
|
Method |
Action Required |
Tools You Can Use |
|
Post-Experience Emails |
Send 24-48 hours after the trip ends |
The Flybook, Mailchimp |
|
On-Site Signage |
Prompt at check-out or gear return station |
QR codes, review cards |
|
Staff Reminders |
Ask guides to invite feedback |
Staff scripts, training |
|
SMS Reminders |
Send brief, mobile-friendly prompts |
|
|
Incentivized Campaigns |
Offer low-cost perks (not bribes) |
Coupons, entries to win |
Customers are most likely to leave a review within 24 hours of their experience. Set up an automated follow-up while the memory is still fresh.
We’ve all seen the one-word reviews like “Great!” or “Nice trip.” They don’t tell much, and even worse, they don’t convert. What actually works is a review that paints a picture. When people describe their experience clearly and include emotions or details, other guests connect with it. That’s when social proof starts working for you. But to get those kinds of reviews, you’ve got to help guests know what to say.
Plus, having pictures in the review makes it even better! Remember to ask customers to post pictures they have, which are even bigger trust builders than just written words.
Frame your review request with prompts like:
Example from Adventures on the Gorge Google profile:
You’ve got great reviews, but are they in the right places? Reviews only work if people actually see them at the right time. Whether it’s a hesitant first-time guest or someone comparing outfitters, strategic placement of testimonials can nudge them toward clicking “Book Now.” Think of them as trust anchors on your website, emails, and social platforms.
Example of a review highlights section on the homepage of Go Ape's website:
Use visual trust indicators on your website, at your store-front, and in applicable marketing collateral. Here are some examples of trust indicators:
Example of review site badges on Refreshing Mountain's homepage:
Once you’ve collected reviews, don’t let them sit in one corner of your website. They’re a goldmine for marketing. Think of testimonials as ready-made copy written by your happiest guests. With a little creativity, you can turn their words into social content, email features, ads, and even blogs that tell your story better than any slogan.
|
Format |
Platform |
Outcome |
|
Quote Graphics |
Instagram, Facebook |
Higher engagement |
|
Video Testimonials |
YouTube, Landing Pages |
Strong trust signals |
|
Testimonial Blogs |
Website |
SEO + proof in one package |
Example of how Sandy Spring Adventure Part features customer reviews in their highlighted stories on Instagram:
You don’t need to do everything by hand. There are great tools that make collecting and displaying reviews automatic - without sacrificing authenticity. These platforms help you request reviews at the perfect time, respond to feedback, and pull that content right into your booking pages or social feeds.
Reviews do more than build trust, they directly influence search rankings and conversions. Search engines love fresh, high-quality content, especially when it comes from users. And potential customers trust that feedback far more than your sales copy. When done right, reviews help you appear in more searches and convince more people to book.
According to Spiegel Research Center, products with five or more reviews are 270% more likely to be purchased. For outfitters, this means more reviews = more bookings.
Google uses review quantity, quality, and recency as local search ranking factors. That means more fresh, 4-5-star reviews help you show up higher in “near me” searches.
When customers use terms like “family-friendly zipline” or “safe for kids,” Google picks up on those phrases. It strengthens your topical relevance and visibility.
Learn more about the SEO and Digital Marketing here: Strengthen Your SEO & Digital Marketing to Reach Travelers in the Research Phase
Customers trust each other more than your marketing. By creating an easy, automated system to collect and display reviews, you not only increase trust—you reduce friction in the buying journey.
In short:
Your guests already love your experiences. It’s time to let their voices drive your next wave of bookings.