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Travelers think they want Stonehenge - but what they remember is a pint shared with locals, the scent of wild hedgerows, and a guide who brings the landscape to life.

In the final episode of our Emerging Multi-day Tour series, we sit down with Will Cairns, Managing Director of Active England Tours, to explore how a soft-adventure brand transforms repeat UK visitors—mostly American retirees—into lifelong fans through curation, kindness, and flexibility. From e-bikes and support vans to clever Sunday tour starts that lower hotel costs, Will shares the thoughtful decisions that create value without ever sacrificing soul.

We also get candid about distribution, growth, and brand differentiation. With roughly 70% of bookings coming via trade partners and 30% direct, Active England is aiming for a balanced 60–40 mix. Will explains how to scale both sides by leading with guides—not logos—and designing themed itineraries that surprise and delight, such as pairing the Chelsea Flower Show with garden trails in the Cotswolds. He reveals why Avebury can outshine Stonehenge for immersion, how to expand beyond the usual hotspots into Dorset, Devon, Cornwall, and Scotland, and why standing apart is more sustainable than competing on price.

We then go behind the scenes of Active England’s operator playbook—from choosing tech that fits your stage (migrating to Moonstride, layering Mailchimp and HubSpot) to hiring for empathy and building a strong management layer as the company grows.

Whether you’re an emerging tour operator or a traveler curious about what makes a week in England truly unforgettable, this conversation is a masterclass in scaling travel the human way.

For more information, please visit Active England Tours.

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