Tourpreneur Tour Business Podcast

Discover essential B2B marketing strategies designed for tour operators looking to impact corporate clients. Learn how to build a strong brand and create engaging content. Hear about the importance of SEO and targeted ads on platforms like LinkedIn and Facebook. Gain insights on lead nurturing techniques such as email marketing. This conversation promises to equip you with tools to position yourself as a trusted industry expert and boost your revenue!

Airbnb's ambitious push into the experiences market faces a mix of excitement and skepticism. After previous setbacks, the company is determined to refine its offerings, emphasizing collaboration with tour operators. Challenges include pricing strategies and the risk of relying on non-professional hosts. The importance of API connectivity and curating high-quality experiences is also highlighted. Can Airbnb leverage its brand and resources to finally succeed in this competitive arena? The conversation dives deep into what needs to change for this venture to thrive.

Mitch Bach interviews three tour guides and operators who have become extremely popular on TikTok:Megan Marod (@themegandaily)David Harry (@the_london_spy)John O'Sullivan (@oneminutetours)These guides have all harnessed the power of TikTok in different ways that suits their personality, goals, and markets. But they have one thing in common: they say the key to success is showing up authentically.In this episode they tell their story and share their tips and strategies on a variety of topics:What videos of theirs had viral successHow to build authenticity and develop your own unique styleBatch creation and other tips to streamline the creation processHow to engage with your audience (and handle negative comments)Their experience with the Creator Fund and its monetization potentialWhether and how to develop brand partnershipsCollaborating with content creatorsShould you show up as a brand or an individual?How they measure success on the platformIf you're interested in working with content creators, Tourpreneur has a new short course from an experienced creator on how to pitch and negotiate with creators, and criteria to look for when deciding who to partner with. Available to anyone with a Professional Membership.Show notes & more on tourpreneur.com!

The tour and activities industry is facing challenges, including a slowdown in bookings and rising costs, prompting operators to adapt their offerings. A lively debate unfolds about the true potential of AI amidst concerns that it may be overhyped. Google’s anti-trust ruling and its impact on travel search is another hot topic. The importance of strong brand identity and innovative marketing strategies also takes center stage, while new EU data tracking regulations are reshaping how operators collect and manage data in this evolving landscape.

Excuse the length of this episode, but I jealously didn’t want to stop interviewing this week’s guest, Kyle Campbell, who runs her small-group multi-day tour company, Sudden Journeys. For some of you listening, this might be the episode you need to hear to relase yourself from the burden of thinking you have to keep producing more content to sell your tours.At first glance, this episode’s title might put you off: what do the seemingly “soft” words like vulnerability and empathy have to do with the hard realities and hustle of growing a tour business? Kyle shows you the answer is: everything! Her multi-day small group tour company has been built (and has doubled in size this past year) based on a strategy of thinking deeply about how to connect meaningfully with her guests, and how to express herself and her business authentically and vulnerably. She’s not posting often on social media, but when she does, it’s personal, thoughtful, and she’s built a small but fervent community of people who connect deeply with her message, and book her tours. Her commitment to being open and honest resonates deeply with her social media audience, and you'll hear about how important tour design is, from the welcome dinner ice breaker questions and tablescape to designing large periods of rest in her itineraries, to allow guests to leave feeling truly revitalized.***Also, Kyle will be at Tourpreneur CONNECT, our multi-day tour operator conference in Marrakesh, Morocco in November if you want to meet her! ***Key Episode TakeawaysCreating unforgettable experiences and connecting with travelers on a deeper level is crucial in the travel industry.Using evocative imagery, storytelling, and personal vulnerability can engage and inspire travelers.A “dimensional experience” that goes beyond facts and dates is more memorable and impactful.Travel has the power to transform and connect people, and it is important to create trips that leave travelers refreshed and with a deeper understanding of themselves and the world.Surprise and delight are powerful tools for designing memorable moments on tours.Creating a group experience that allows for autonomy and connection is key to fostering a sense of community among guests.When hiring and training tour leaders, it is important to find individuals who are passionate, organized, and willing to learn.ResourcesShow Notes on Tourpreneur.comSudden Journeys websiteA sample Instagram post showing how Kyle uses long-form storytelling with a simple, evocative images to create a mood that connects with her audience.Here’s an example of Kyle’s itinerary document that is also deep storytelling along the wayMentioned in this episode:Join us for our TourpreneurCONNECT conferences!November 18-20 we're hosting CONNECT:Multiday in Marrakesh, Morocco, focused on learning and partnership building for multi-day tour businesses. And from February 17-19 we're hosting CONNECT:Profit in New York City for all tour operators looking for the latest sales and marketing skills to grow your business. Visit tourpreneur.com for more information.

Ambrose Bittner, a seasoned operator specializing in bespoke tours across Asia, shares insights on navigating the travel industry's post-COVID landscape. He discusses the importance of investing in back-office infrastructure to streamline operations. The conversation highlights challenges in staffing and training, and the delicate balance between personal life and business growth. They also explore emerging opportunities in Japan's travel market, emphasizing the significance of destination knowledge and strategic marketing for success.

Lia Garcia, CEO of Practical Wanderlust and Louisville Food Tours, shares her inspiring journey from blogger to a leading voice in travel. She dives into her successful monetization tactics, emphasizing authenticity and storytelling. Lia highlights strategies for affiliate marketing, using SEO tools, and the power of email lists with lead magnets. The importance of partnerships with bloggers and the challenges of scaling her business also take center stage, offering valuable insights for tour operators wanting to thrive in a competitive market.

Peter Seim, an experienced tour operator, and Chris Torres, a fellow industry expert, discuss the challenges tour operators face in the digital age due to changes from platforms like Airbnb. They emphasize the importance of building direct sales through SEO and targeted advertising. The duo also highlights the critical need for strategic local partnerships to ensure business resilience. Listeners will gain insights into effective content production, the evolving marketing landscape, and upcoming resources to enhance their Google presence.

Guests Sherri Brown and Cherrye Moore discuss their experiences and the strategies that have helped them target new markets, focusing on both local and corporate sectors.Host Peter Syme shares his insights on effective pricing strategies, managing business growth, and best practices for training and integrating new team members.Throughout the episode, topics such as adapting to market changes, optimising group tour logistics, and customising experiences are explored.Overview00:00 Tourpreneur podcast highlights growth and challenges ahead.07:21 Local market stability crucial for business success.15:29 Shocked by flight price difference and market saturation.18:09 Long wait times impacting small group tours.24:27 Two-way conversation for efficient training methods.27:24 Challenges with growing team and shared calendar.36:49 Cater to corporate customers for better margins.40:01 Ask for budget first when planning events.44:56 Create custom Italian American group travel tours.48:12 Networking grows organically, requires old-fashioned hard work.55:13 Expanding travel services to Calabria for Americans.59:18 Senior leadership team takes strategic retreats together.01:04:19 Thank you for opportunities and challenges ahead.

Explore the strategic balancing act of expanding a tour business, weighing local opportunities against entering new markets. Discover how AI can optimize operations while maintaining essential human connections in B2B interactions. Dive into asset management and pricing strategies that cater to the evolving demographics of travelers. Unpack the significance of financial oversight and technology integration in adjusting to industry shifts. Gain insights from experienced entrepreneurs navigating the travel landscape's challenges and possibilities.