People are looking for unique experiences. According to Skift Research’s “The State of Travel 2024,” the trend toward seeking unique travel experiences is on the rise, especially among Millennials and Gen Z. As travelers increasingly prioritize memorable experiences over daily conveniences, the industry must adapt to meet this evolving demand.
Understanding Different Customer Types
This shift presents a significant opportunity for dive shops, but to capitalize on it, you need to understand who your potential customers are. As they browse online for exciting activities, many don’t have a clear understanding of what scuba diving entails. Identifying the two main types of customers is key to effectively reaching them and meeting their needs:
- Committed Divers (type 1 customers): These customers already know they want to dive and will actively seek out dive courses, engaging with dive shops.
- Experience Seekers (type 2 customers): A larger group of customers who browse online for various activities. They are not yet fully committed to scuba diving and may not contact dive centers during their initial research phase.
By understanding these types, you can better tailor your approach, especially for the experience seekers. For them, the thought of diving in cold, murky waters or spending half their vacation in training might be enough to turn them away. Your goal should be to lower these barriers, encourage them to visit your dive shop, and guide them toward the right course for their needs.
How Can You Ensure These Customers Choose YOUR Dive Shop, No Matter Where It’s Located?
The solution lies in adding the PADI Open Water Diver Referral Course to your offerings. Whether it’s Part 1 (Theory and Pool) or Part 2 (Open Water Dives), this course addresses two key concerns for potential divers: the challenge of cold-water diving at home and the desire to maximize vacation time when diving abroad.
Targeting the Domestic Market
For dive shops in cooler climates, the PADI Open Water Diver Referral course Part 1/2 presents a way to attract the less committed audience into your shop who might have been initially hesitant to dive in cold water. By allowing them to complete their theory and confined water dives in a swimming pool at home, you provide comfort and convenience. The key is to bring them into your dive shop, where you can introduce them to the world of diving, encourage them to complete the full course and make them part of your community. This approach broadens your reach, appealing not only to dedicated diving enthusiasts but also to those seeking new and exciting experiences.
Beach Destination Dive Shops
For dive shops in sunny, beach destinations, offering the PADI Open Water Diver Referral Part 2/2 is a game-changer. Tourists want to make the most of their vacation, and spending several days training isn’t their idea of fun. By enabling students to complete the initial portion of their course at home, you allow them to arrive at your dive shop ready to dive. If you know that someone has very little time at your location, you could even provide them with a recommendation to get started at home. This leaves more time for leisure, additional diving, and other activities.
When students complete their Open Water dives with you, they’re fresh, motivated, and eager to explore more. This presents an excellent opportunity to upsell additional courses and guided dives. With their whole vacation ahead, these new divers are more likely to book extra activities, boosting your revenue.
How PADI Helps You
We recognize the potential of the PADI Open Water Diver Referral course and have already started promoting it to benefit our members. Through various partnerships and new landing pages, featuring parts 1 and 2 of the referral course in the new Courses Locator and targeted social media posts, we are laying the groundwork for this offering. Now, all you need to do is add your course on PADI Adventures to be featured.
Tip: You have an excellent opportunity to stand out by being among the first to offer this new Adventures product.
Make the most of your location’s unique selling points by offering the PADI Open Water Diver Referral course Part 1 or 2 among other high-demand products, catering to the evolving preferences of today’s travelers. It’s time to capitalize on this opportunity, attract a wider audience, and grow your business.
If you have questions, contact our PADI Adventures Team, which is available for 1:1 Business Support.
