🏄 Water sports are booming: surfing, kayaking, paddleboarding, pleasure boating, etc.
🧞 Now is the time to attract new customers and use the right tools to optimize your business.
💥 Discover our 10 tips and tools to boost your business for summer 2023!
Water sports are not affected by the crisis. Better still, they have been thriving since Covid!
🌊 Rentals increased in 2022, from 5 to 7% for river transport and 10 to 14% for maritime transport.
🌊 Revenue from water sports in the broadest sense has skyrocketed: in 2022, it amounted to €21.2 million, an increase of nearly 62% compared to the previous year, according to the French Nautical Industries Federation (FIN).
🌊 In 2021, the French boating industry generated revenue of €4.95 billion, an increase of 4.9%.
🌊 In terms of kayaks, 53,000 rigid units and 150,000 inflatable units were produced during the year.
🌊 Surfing, long considered a niche sport, is also booming, even outside the summer season. The French Surfing Federation estimates that there are 680,000 wave enthusiasts in France!
🌊 New sports arrive every two years and attract a new audience: wingfoil, wingsurf, jetlev, flyboard.
This is sure to bring a smile to the face of FIN president Jean-Paul Chapeleau, who enthused in an article for Usine nouvelle published in August 2022: "All these positive results are a sign of the growing and lasting popularity of the sport [...]. The entire sector is in good economic health."
Infact, the boating industry has not seen such good results since 2008.Confidentabout the 2023 season, Jean-Paul Chapeleau has faith in the more distant future, thanks in particular to a new generation of boaters, less experienced but more demanding in terms of eco-responsibility.
According to a survey conducted by Odoxa for Alentour, published in 2022, a platform specializing in local tourism, nine out of ten French people want to engage in tourist and/or leisure activities during their vacations and are willing to pay for outings. The average budget allocated to leisure activities is €351 for those surveyed, and can rise to over €500 for nearly a quarter of them (24%).
French vacationers also want these outings to be spontaneous. As such, more than 8 out of 10 times, these activities are planned at the last minute, with tourists preferring to arrive at their destination and consult with locals, particularly those who work at their accommodation. Another popular method for selecting activities is to scour recommendation and activity booking websites, or local tourist office websites.
As we can see, the figures show that water sports have never been so popular. It is also clear that rentals will come out on top in the coming years, both from the perspective of the tourism industry and the boating industry, for three main reasons:
But how can you ensure that your rental business benefits from this highly fertile climate? How can you reach this "new generation" of practitioners, a new clientele that is often young and highly connected?
At Lokki, we want to give you the keys to a successful 2022 season. In this guide, you will find 10 easy-to-implement tips to boost your business and your revenue.
No nonsense, just facts!
Enjoy reading! 🤓
Manners are changing, and most of us now want to book our paddleboarding session in the same way we order a pizza to be delivered to our home on a lazy evening. Online booking is therefore becoming essential, especially as it allows us to reach this generation of young outdoor enthusiasts who are ultra-connected and looking for sustainable leisure activities in the great outdoors. Since the Covid pandemic began, we have seen a real craze among the younger generation for outdoor sports, particularly hiking, which had long been considered old-fashioned.
The hotel industry has understood this well: according to Médiamétrie, 78% of French people book their hotel rooms online! And yet, 80% of equipment rental companies still use paper. 📝
With the changing world of rentals, failing to meet customer expectations can be fatal for your business! On the other hand, there are many advantages. You will be able to:
By adding an online booking tool such as Ocean Essentials, you'll generate more revenue for one simple reason: you'll get bookings at any time of day... even when you're fast asleep (we see you, vacuum cleaners, don't pretend you don't! 😴). Don't believe us? Take a look at this wonderful little graph taken from Lokki data, showing the distribution of booking times among our rental companies: 48% of bookings are made when you're closed!
Lokki's online booking statistics for one day
So you can FINALLY focus on your core business.
Integrating online booking makes the customer journey easier and also simplifies your day-to-day management. We have seen a 26% increase in growth with online booking.
Reservations in-store or by phone depend on your opening hours. A customer who wants to make a reservation in the morning or evening finds themselves stuck and... certainly frustrated (#nothappy).
Beyond the ability to book at any time, you no longer waste time.
❗️ No more hours spent processing your software.
❗️ No more paper, with the risk of losing information.
If you wish, you can also keep your current system by adding it to the online reservation, as this allows you to target all types of customers.
Don't force your customers to choose—let them decide. Let them book 24/7.
Booking online is also an excellent way to build customer loyalty. On the one hand, because online payment secures your reservations and therefore reassures your customers with their busy vacation schedules.
But also because it's a way to stay in touch with them. When booking online, customers will enter all their contact details so that you can get in touch with them. You can then send them a quick email to advertise your services. Retaining a customer costs 5 to 10 times less than acquiring a new one!
How to choose your online booking tool as The Ridery or Homie Surf ? 😄
The ultimate checklist and questions to ask yourself
✅ The commission
✅ Customization to your image
✅ Connecting to your stock
✅ Automatic generation of rental agreements
✅ Online payment
✅ Acceptance of general rental conditions
In the middle of the season, it's 🔥. Reservations, stock piled high, happy customers, unhappy customers, accidents, employees to train, those who are missing... One solution to this organizational chaos is to digitize your business as much as possible. This allows teams to work more calmly and allows you to refocus on your core business to offer your customers quality service. Digitize:
Obtaining a label allows you to gain credibility, both with the tourists you welcome and with the locals you interact with throughout the year. It is a guarantee of quality that is not insignificant if you want to develop your business. Obtaining as many labels as possible is truly a guarantee of the service you offer.
There are several labels in the surfing industry, but two of them are particularly relevant to your surfboard rental business:
It is awarded by the French Surfing Federation (FFS) to associations or private organizations that meet certain quality criteria. With 120 schools bearing the EFS label, the FFS aims to make it a true benchmark for quality.
To obtain it, several criteria must be met, relating to compliance with:
If you would like to obtain the French Surf School label, please visit this link.
The FFS considers equipment rental companies to be key players, as they are often the only link between the participant and the activity. The good news for you is that this is rewarding and can be promoted.
How? By obtaining this label. There are three main criteria for obtaining it:
To obtain this label, please visit this link.
The first point of contact online is your website. Don't neglect it! An unattractive website with no information, no images, or incorrect information could cause you to lose potential customers. With Lokki, you can easily create your website and list all your products. Whatever happens, as a professional rental company, you must always provide the following information:
If you really want to offer a high-quality website and stand out from the competition, you can also add optional information:
Taking care of your digital communication also involves simple little steps, particularly with Google tools. The first step is to create a Google My Business listing. Google My Business profile to stand out in search results. It's very easy to optimize in terms of SEO. All you have to do is:
Have you ever set foot in a store where the salesperson is rude? Um, no. It's kind of the same for you, or even worse, because you're dealing with people who are there to enjoy the vibe. So you also have a duty to be at least minimally pleasant 😀, or you risk spoiling their fun!
We won't insult you by telling you how to do your job. Let's just remind you of a few imponderables:
💥 Always take a little time to explain the adventure, even when there's a huge line outside.
💥Keep smiling during busy periods. Remember that you are there to spread joy. No one wants to start their day on a canoe after a grumpy exchange.
💥Promote the area, send people to the right places, and be honest about the reality. Don't send people to a gourmet restaurant if they just want a quick, greasy snack...
💥 Have your pitches ready for different customers so you have time for a quick joke and for customers who are freaking out about the wave or the rapids.
💥 Improve your English a little bit: even if it's just a few words, customers always appreciate seeing that you're making an effort, even if you're not perfectly bilingual.
💥 Pay attention to your communication and brochures: for example, consider providing maps on which you have marked the different routes yourself. Decorate your shop with photos of beautiful landscapes in your region to whet people's appetites...
💥 Think about your customers' comfort!
💙 Make your store a beautiful, tidy, well-decorated haven.
💙 Provide restrooms so people can change their clothes and wash their hands after working with grease.
💙 Provide picnic tables for those who wish to grab a quick bite to eat before leaving.
💙 Install a canopy to protect tourists in case of extreme heat or storms!
What is SEO? Search Engine Optimization means "optimization for search engines" in English. Behind this complicated term lies a set of techniques of varying complexity that can be used to increase the quality and quantity of traffic to a website through organic search results (i.e., the searches that you and I do every day with our little fingers tapping away like crazy on the keyboard) that are not paid for.
Basically, in a nutshell, SEO is the Google robot that analyzes three main criteria:
This is the backbone of your site, the first thing Google sees. For this to happen, it must index it in its database. Check by typing "site:" in the Google search box followed by your domain name. For example: "site:jelouedessurfs.com." The results displayed will show the pages of your site that have been indexed in the search engine index.
Good content is high-quality, unique, well-structured, and appealing. In summary: proper English, no spelling mistakes, cool royalty-free images, and thousands of emojis to avoid sounding like a dictionary. You're not selling an online encyclopedia: be fun and attractive!
The popularity of a website has nothing to do with its appearance, unlike in high school. It is calculated based on the number of links it receives from other websites, which mention you or refer their users to visit your website. Be nice to your partners so that they talk about you!
Optimizing your SEO can therefore help you to be more visible on the internet and thus attract more customers. According to a study conducted by GE Capital Retail Bank, 81% of internet users use Google to search for a product before going to a point of sale. That shows just how important digital technology is...
Getting noticed online is great. But benefiting from word of mouth through your local network is just as important. Here are a few tips:
➡️ Before the high season, present your company and your offer to service providers in your region (campsites, accommodation providers, hotels, tourist offices, etc.) through promotional events and informal meetings to build your network.
➡️ Consider partnerships:
➡️ Alwaysgiveadvice on points of interest in the area, on history, and on local cuisine. It's an extra service that will make all the difference.
➡️ At the end of the season, take the time to go out into the field and gather everyone's impressions, thanking them when they have sent you customers.
Using social media to post information about your business can help you promote your company andreach a wider audience. By using platforms such as Facebook and Instagram, you can showcase your great products (surfboards, paddleboards, kayaks, etc.) as well as share positive customer reviews, post special offers, and answer questions from potential customers.
Building a strong community on your social media networks helps you retain customers, reassure those who may be interested, and reach a different audience, not just during the tourist season.
This is an opportunity, for example, to develop vacation packages or experiences for businesses. Did you know that 50.2% of surf instructors would like to work with corporate committees and seminars, and that 94% of surf instructors would like to reach out to new audiences?
➡️ First step. Ask yourself these questions:
➡️ Step two . Clearly define your offer and accurately price these personalized experiences, which require more time and energy than a simple rental or accompaniment service:
➡️ Step three . Showcase your offerings to help people visualize themselves using them.
Have you considered creating a long-term rental offer ?
Beginners or intermediate surfers will not remain at the same level.
Offering a long-term rental option allows this target group to progress without having to change boards every six months.
For you, this allows you to get more use out of your boards over a longer period of time, and also helps you counteract the seasonality of your business.
The benefits of long-term rental:
To improve, you first have to take a good look at yourself. What could I have done better? How did last season go? What worked well? What needs to be reviewed?
After the crazy season, sit back and take the time to reflect on the various frictions that led to mistakes last year, but also to take stock of what went well.
➡️ First step: ask your team questions! About internal organization, your management, and day-to-day rental activities. This is often positive and helps you grow. 🤝
➡️ Step two: ask your customers for feedback! They are your primary ambassadors. If you haven't already done so during the season, review your customer database.
Send an email and ask for reviews on Google or Facebook. You will receive advice on how to improve your service in return . The positive or negative points you imagine are not always the same as those your customers think of.
Some points to consider in order to achieve a positive outcome:
✅- Calculate your revenue
✅- Identify economically profitable areas
✅- Detect defective equipment
✅- Analyze your costs - What costs me the most money on the rental?
✅- Measure your online communication and visibility - Is it effective?
✅- Evaluate customer feedback - Google/Facebook - Is it positive?
✅ Analyze the distribution of leased products
✅ Check the product life cycle to ensure that repair and purchase costs do not exceed the income generated by leasing and resale.
Shhh, don't say it too loudly, but at Lokki, we strongly believe that the 2023 season is going to be crazy. Better still, your sector is very (very) promising 😉. According to Statista (2019), revenues from the equipment rental market, which have grown by 26% since 2013, are expected to grow by a further 5% per year between now and 2024.
Despite the negative impact of inflation on the tourism and leisure sector, the water sports rental market is booming, driven by sustainable tourism and the rise of outdoor activities.
Rental, meanwhile, is certainly still in its infancy and is expected to grow considerably in the future, for economic and environmental reasons, but also due to a shortage of equipment and professionals. According to INSEE, household spending on rentals of personal and household goods and services remained stable after the 2008 financial crisis and continued to grow after the recovery began in 2009.
The conditions of your profession are changing. At Lokki, we are convinced that these changes will be driven by digital technology. At the same time, the rise of digital technology is an excellent opportunity to get ahead of your competitors.
At Lokki, we support water sports rental companies in their day-to-day operations.
With Lokki, you can create reservations in just a few clicks and your inventory is adjusted in real time. Manage all your payments, rental agreements, and deposits directly in our software. Create your online store in two clicks and save valuable time every day.
To discover Lokki, click here.
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