The entire tourism industry is service businesses. From tours and experiences to hotels, people want to find what their looking for. They might be searching for these things while planning their trip far ahead of time, or they might be at their destination already before they start a more spontaneous search. No matter what their style or time frame, they need to quickly find and book you, and not the other guys. So if you give paddle board tours in Fort Lauderdale, FL or scenic plane rides in San Francisco, CA, your potential customers have to have an easy and quick way to find you, and make a booking before those slots fill up!