Total Revenue
$1,659,263
Bookings
3,730
Avg Booking
$444
Median $300
Rev / Pax
$105
Median $135
Avg Group Size
5.09
Median 4
Lead Time
32.4d
Median 21d
Revenue (bars) vs bookings (line)
Top revenue contributors
How far ahead guests book
When guests book
When tours actually run
Bookings by party size (pax)
Share of total revenue
Seasonality & Pricing Strategy
Demand patterns by season with pricing recommendations
peak
Mar-Apr$551,006
1,176 bookings · avg $469 · 5.1 pax
Apply peak-season base rate premium (+10-20%). Layer weekend and urgency surcharges on top.
shoulder
Sep-Feb$825,963
1,932 bookings · avg $428 · 5.2 pax
Standard dynamic pricing in effect. Weekend and urgency surcharges apply.
off peak
Jun-Aug$140,779
420 bookings · avg $335 · 3.6 pax
Suspend or reduce urgency surcharges. Consider promotional rates, bundle packages, and early-morning tours.
Color-coded by season classification
Recommended rate modifiers by booking window
Best available price. Reward planners, fill capacity early.
Window is closing. Modest uplift.
High-commitment segment. Largest last-minute bucket (855 bookings).
Weekend demand pricing
Friday
776 tour days - second busiest. Strong weekend demand.
Saturday
867 tour days - busiest day. Highest demand and price tolerance.
Mon-Thu
Weekday base rate applies.
Sunday
Very low volume (24 tours). No surcharge warranted.
Recommended Action Plan
Pricing, seasonality, and monitoring playbook
Implement Friday price increase
+10-15% above base weekday rateApply weekend-rate uplift to all Friday availability.
Friday is the second-busiest tour day (776 tours). Demand is strong enough to absorb a moderate surcharge.
Review: 30 days post-implementation
Implement Saturday price increase
+15-20% above base weekday rateApply a premium rate to all Saturday availability.
Saturday is the busiest tour day (867 tours, 23% of all transport). Highest price tolerance.
Review: 30 days post-implementation
Schedule 0-7 day urgency price increase
+20-30% above applicable rateImplement a last-minute uplift for bookings made 0-7 days before the tour date, layered on top of any weekend surcharge.
855 bookings fall in the 1-7 day window - the largest lead-time bucket. These guests are highly committed with low price sensitivity.
Review: 4-6 weeks post-implementation
Set 14-day threshold as lowest available price
Base rate floor - no changeLock in base pricing for guests booking 14+ days ahead. Surface this as a clear value message in the booking flow.
Creates a price anchor, rewards early planners, and nudges behavior toward higher-margin windows.
Review: Ongoing
Apply peak-season rate premiums
+10-20% on base rateMar-Apr, Oct-Nov
Raise base rates during peak and strong-shoulder months before layering day-of-week and urgency surcharges on top.
Mar-Apr are highest-revenue months. Oct-Nov are strongest shoulder months. Demand absorbs higher pricing.
Introduce summer promotional pricing
-10-15% or bundle incentiveJun-Aug
Suspend or reduce urgency surcharges. Consider bundle offers such as astronomy and Jeep tour combos, early-morning slots, and promotional rates.
Revenue drops 60-65% from peak in summer. Surcharges would further suppress demand. Stimulate volume instead.
Monitor conversion rate and booking volume after Friday/Saturday uplift
Weekly for first 6 weeksKPI: Revenue per tour day
Track week-over-week Friday and Saturday bookings for 4-6 weeks. A volume drop exceeding 10-12% signals the surcharge may be too aggressive.
Monitor lead time distribution shift after urgency pricing
MonthlyKPI: Lead time distribution by bucket
Watch whether the 1-7 day bucket shrinks and the 8-14 day bucket grows - that is the pricing working as intended.
Establish a quarterly pricing review cadence
Quarterly - Feb, May, Aug, NovKPI: Avg revenue per pax and revenue per tour day vs prior quarter
Review at season transitions: Feb, May, Aug, Nov. Recalibrate base rates, surcharges, and seasonal modifiers as needed.
Evaluate group size pricing tiers
Consider per-pax pricing with a small discount for groups of 6+ to incentivize larger bookings, while maintaining or increasing rates for couples and solos.
Mean group size is 5.1 but most common booking is 2 guests. Two distinct segments with potentially different price sensitivities.
Review private tour and bachelorette package pricing
These two SKUs average $836-$839 per booking. A 10% increase on private tours alone adds approximately $11,000 annually at current volume.
Event-driven bookings with low price sensitivity. Likely under-priced relative to perceived exclusivity.
| Tour | Bookings | Revenue | Avg / Booking | Avg Group |
|---|---|---|---|---|
| 2- hour Guide-Led Sunset Sonoran Desert Jeep Tour | 2,688 | $916,247 | $341 | 4.2 |
| 2-hour Guide-Led Daytime Sonoran Desert Jeep Tour | 711 | $511,075 | $719 | 8.7 |
| Private Tour | 131 | $109,558 | $836 | 5.7 |
| Bachelorette Party Package Jeep Tour | 94 | $78,875 | $839 | 1.1 |
| Astronomy Tour | 80 | $27,370 | $342 | 4.9 |
| Hiking - Gateway Trail Loop | 2 | $7,225 | $3,613 | 72.0 |
| Hiking Tours | 7 | $5,185 | $741 | 9.7 |
| 3-hour Guide-Led Scottsdale City Tour | 10 | $1,680 | $168 | 4.0 |
| Hike & Yoga | 7 | $340 | $49 | 2.7 |