Personalization and Staff-Sourced Improvements

When Justin Buzzi launched a clear kayak tour in Florida, his goal was to offer something memorable. What he built was one of the most highly rated kayak experiences in the country—with over 50,000 five-star reviews and 30+ franchise locations.

In this episode, Justin joins Dustin Miller of Conversion Assist to unpack how they built a guest experience that keeps working long after the paddles are down. From guide training to personalized automations, they reveal the systems and strategies behind their flywheel of reviews, repeat customers, and referrals.

Whether you run one tour or many, this conversation offers clear, actionable ideas for tightening operations, earning stronger reviews, and building a reputation that scales.

Top 10 Takeaways

1. Start with experience. Build with systems. Clear kayaks got attention, but it was the systems behind the scenes—like training, hiring, and guest communication—that turned Get Up and Go Kayaking into a scalable business.
2. Google reviews matter most. While they still collect reviews on TripAdvisor, Airbnb, and Facebook, the team prioritizes Google for its impact on search visibility and conversion. That focus shapes everything from email copy to in-person asks.
3. Follow up with every guest, not just the booker. After each tour, automated messages go out to everyone who attended—not just the person who paid. That alone tripled their review volume in one year.
4. Set expectations before guests arrive. Automated pre-tour texts help guests feel informed, reduce no-shows, and create a smoother arrival. That positive start lays the groundwork for better reviews.
5. Empower guides to own the guest relationship.Top guides build connection, read the group, and ask for reviews in ways that feel natural. Some have personally earned over 2,000 five-star reviews through great service and follow-up.
6. Automation can still feel personal. With name-based SMS, segmented follow-ups, and smart timing, Dustin’s system balances efficiency with a human touch. Guests feel supported without extra strain on the team.
7. Use your off-season to get stronger. Slow months are for updating SOPs, refreshing content, replacing gear, and optimizing tools. When the season picks up again, the whole operation runs better.
8. Your reviews are a roadmap. Use AI to analyze common praise and complaints in your reviews. What guests love should shape your messaging. What they question should inform training or improvements.
9. Bad reviews are a chance to show who you are. Reply quickly, stay calm, and put future guests at ease. Dustin recommends using AI to help write thoughtful, emotionally neutral responses if needed.
10. Great reviews grow more than bookings. Consistent five-star reviews improve search rankings, boost conversion rates, and increase the long-term value of your company. It’s not just a feedback loop—it’s a growth engine.