Know Your Customers

It should go without saying you should know your customers.
If they’re young, don’t expect them to spend huge amounts of money, and if they’re old don’t expect them to be adventurers. 
However, there are many older people who would seek a thrill if approached in the right way, so be smart as there are always exceptions.
Ask yourself, what are their interests? Are they foodies who also like contemporary art?
If you find a pattern amongst your audience, then you may have found yourself a new marketing channel (http://rezdy.com/blog/bid/173414/Top-6-Channels-Tour-Operators-Should-Use-to-Generate-Awareness) or a new idea for a product.