Tour Operator Growth Podcast

90% of travelers read reviews before booking, yet most great trips never turn into a single review. Why? Timing.

In this episode of the Tour Operator Growth Podcast, Nikki and Greg open the Sharing stage of the Resmark Growth Engine and break down how to build a review system guests actually want to use. They dig into the 24 to 72 hour window when guest excitement peaks, how to set up an automated SMS and email review sequence that feels personal, where to send guests to leave reviews, and how responding to every review (especially the critical ones) can turn browsers into bookings.

What you'll learn:

• Why reviews drive SEO, AI search, and OTA rankings, not just social proof
• The 24 to 72 hour window when guests are most likely to leave a review
• How to build an automated, personalized review sequence over SMS and email
• Where to send reviews: Google for direct bookings vs. OTAs like TripAdvisor and Viator
• Why a great response to a 3-star review can convert better than a 5-star one
• How to handle negative reviews, fake or bot reviews, and total silence
• Simple tactics you can implement this week to capture more reviews

If this episode helped, share it with a tour operator who's earning reviews but not capturing them, and subscribe so you don't miss part two.

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

Chapters:
1:15 The Sharing stage & the 5-stage Growth Engine
2:30 Why reviews matter: 90% of travelers read them
5:43 What's in a guest's head after a trip (the 72-hour window)
8:11 How to capture reviews in the moment
10:57 Building an automated review sequence
15:25 Where to send reviews: Google vs. OTAs
17:48 Why you shouldn't put all your eggs in one basket
19:27 Responding to every review (and the 3-star secret)
24:43 Handling bad, fake & missing reviews
30:51 Top tactics to get more reviews this week
33:04 Recap & what's coming in part two

What actually makes a guest remember a tour for years after it ends?

In this episode of the Tour Operator Growth Podcast, we break down the part of the customer journey that matters most: the actual experience itself. From guides who create unforgettable moments to small details that turn guests into lifelong fans, we explore why the best operators do not leave great experiences to chance. They build systems around them.

Greg and Nikki share real stories from rafting expeditions, Kilimanjaro, safari experiences, and the tiny moments guests still talk about years later. They also unpack how tour operators can improve check-in, create memorable “surprise and delight” moments, empower guides, and turn every trip into a content engine that fuels future bookings.

This episode is all about Stage 4 of the Growth Engine: Experiencing. Because the experience your guests have today directly impacts the reviews, referrals, and bookings you get tomorrow.

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

Chapters:
00:00 Intro: Why the Trip Experience Matters Most
01:22 The Tours Greg Still Talks About Years Later
04:16 How a Kilimanjaro Guide Changed Nikki’s Life
07:20 Small Human Moments Guests Never Forget
09:41 Why Guides Can Make or Break Your Business
12:27 The Safari Story That Almost Became a Bad Review
15:18 The Check-In Experience Sets the Tone
16:48 Surprise and Delight Moments Guests Remember
20:47 The Jump Rope Story and Creating Fun During Downtime
22:14 Turning Guest Experiences Into Your Marketing Engine

Did you know that most guest satisfaction is shaped before the trip even begins?

In this episode of the Tour Operator Growth Podcast, we break down the often-overlooked part of the customer journey that happens between booking day and trip day. This is the window where guests either become more excited and confident about their purchase… or start second-guessing whether they made the right decision.

Greg and Nikki unpack how confirmation emails, post-purchase communication, real-time updates, and pre-trip messaging can dramatically improve guest confidence, reduce cancellations, increase upsells, and lead to more five-star reviews. They also share real stories from Western River Expeditions, Kilimanjaro, Svalbard, and more to show what great pre-trip communication actually looks like in practice.

This episode kicks off Stage 4 of the Growth Engine: Experiencing. Because the guest experience starts long before anyone shows up at the meeting point.

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

Chapters:
00:00 Why the Guest Experience Starts Before Trip Day
02:18 The Swamp Tour That Felt Like a Scam
06:06 How Great Pre-Trip Communication Builds Trust
11:32 The Confirmation Email Every Tour Operator Needs
14:41 Using Post-Purchase Emails to Increase Revenue
17:47 Smart Upsells That Actually Add Value to the Trip
19:46 Why Personalized Communication Reduces Cancellations
21:52 Real-Time Notifications That Improve the Guest Experience
26:07 Pre-Trip Messages That Eliminate Support Calls
29:36 How to Apply This to Day Tours and Short Booking Windows

What makes a tour feel truly transformational? And how do you build an experience guests never stop talking about?

In this episode, Nikki sits down with Dan Oberlatz, founder of Alaska Alpine Adventures, to talk about building one of Alaska’s most respected wilderness adventure companies over the last 28 years.

Dan shares how Alaska Alpine grew from a single guest and a Backpacker Magazine ad into a thriving adventure travel business serving more than 400 guests a year. They dive into attracting the right traveler, creating experiences that genuinely change people’s lives, why expectation-setting matters so much in adventure travel, and how word of mouth, repeat guests, and emotional connection have fueled long-term growth.

You’ll also hear:
- Why “transformational travel” creates stronger referrals and loyalty
- How Alaska Alpine filters for the right-fit customer
- Lessons learned from working with OTAs vs direct bookings
- What makes email marketing still incredibly effective
- How storytelling and emotion drive bookings
- Why great experiences start long before the trip begins

This episode touches every stage of the Growth Engine — from Dreaming and Planning to Experiencing and Sharing — and is packed with insights for tour operators who want to build a business guests remember for the rest of their lives.

Learn more about Dan and Alaska Alpine Adventures: https://alaskaalpineadventures.com/author/dan-oberlatz

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

Chapters: 

00:00 Welcome to the show - Alaska Alpine Adventures
01:50 How Dan Fell in Love With Alaska
04:20 Starting an Alaska Tour Company With $5,000
05:57 Competition in Alaska Adventure Travel
07:16 What Creates a Transformational Guest Experience
09:40 Why a Better Booking System Increased Sales
10:18 Defining the Right Adventure Traveler
12:19 Why Alaska Alpine Had to Filter Out the Wrong Guests
15:58 How Transformational Travel Creates Word of Mouth
17:44 Why Guests Keep Coming Back to Alaska
21:13 Why OTAs Didn’t Work for Alaska Alpine Adventures
24:07 Email Marketing Strategies That Still Drive Bookings
33:00 Dan’s Advice for Tour Operators Starting Today

You did the hard work — they clicked Book Now. So why are so many of them dropping off before they finish? In Part 2 of the Booking Stage, Nikki, Greg, and Brandon Lake dig into what happens after the click: the checkout flow, mobile experience, upsells, and the small friction points quietly costing tour operators bookings every day.

We talk through how many steps your booking process should really have, the calendar and form mistakes that send visitors to a competitor, why mobile-first matters more than ever, and how smart upsells can lift your average order value without adding a single new customer. Plus how offline conversions — phone calls, chats, and emails — fit into the bigger picture.

In this episode:

• The biggest checkout killers: friction, uncertainty, and a broken mobile experience
• Where to place upsells (and how to grow average order value on any tour)
• Why post-booking silence is killing your conversion rate — and what to do instead

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

0:00 Intro & Welcome to Part 2 of the Booking Stage
0:42 How Often Do People Abandon Checkout?
2:47 Traffic Is Down — Why That's Not Always Bad
5:08 Conversion Rate vs. Traffic Volume
9:02 How Many Steps Should a Booking Process Have?
10:23 Common Friction Points That Cause Drop-Offs
14:13 Eliminating Dead Ends in the Checkout Flow
17:12 Mobile vs. Desktop: Why Conversion Rates Differ
20:15 Mobile Checkout Issues to Watch For
24:06 Uncertainty: The Hidden Checkout Killer
26:18 Silence: Why You Need a Way for Customers to Reach You
27:22 Post-Booking Communication & Customer Confidence
28:33 What to Include in a High-Converting Checkout
30:25 Borrowing Amazon's One-Click Concept for Tours
33:14 How Visibility & Conversion Rate Compound
34:52 Upsells & Increasing Average Order Value
42:13 The Power of Strategic Upsells
42:51 Offline Conversions: Phone, Chat & Email
47:52 Why Personal Connection Drives Bookings
48:46 Wrap-Up & What's Next: The Experience Stage

Your tour pages are the 15-second preview that decides whether a visitor becomes a booking or bounces. In this episode, Nikki and Greg are joined by returning guest Brandon Lake to kick off the Booking Stage of the Resmark Growth Engine, starting with the product page itself.

We break down why most tour operator sites convert at just 1–3%, the trust markers and copy that need to live above the fold, and how to write tour descriptions that speak to your ideal customer instead of yourself. Plus real numbers from real clients — including a 37% conversion lift in a single month and a 150% increase from tour page optimization alone.

In this episode:

• Why 98 out of 100 visitors walk out of your "theater" — and how to keep more of them
• How to write tour descriptions that match your Ideal Customer Profile (ICP)
• The relevance, reassurance, and performance framework for fast conversion wins

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

Chapters: 
0:00 Intro & Kicking Off the Booking Stage
1:14 Why People Land on Tour Pages and Don't Book
1:21 The Theater Analogy: What Conversion Rate Really Means
4:35 The 5 Questions Every Visitor Is Asking
6:45 How to Optimize Tour Pages for Conversion
8:34 Imagery That Resonates With Your Ideal Customer
10:10 Converted Skeptics & Named Guides
12:15 Trust Markers & Cancellation Policies
13:23 Writing Tour Descriptions for Your Ideal Customer
14:54 The Data-Driven ICP Process at ResmarkWeb
18:08 Speak to Them, Not About You (Features vs. Outcomes)
22:08 Qualifying and Disqualifying Visitors
23:24 The "Know Before You Go" Section
24:42 What Belongs Above the Fold
29:27 The Power of a Key Differentiator
31:06 Real Client Results: 150% Conversion Lift
32:35 The 3 Final Fixes: Relevance, Reassurance, Performance
39:43 Wrap-Up & What's Next in Part 2

What actually makes someone choose your tour over everyone else?

In this episode, we bring on Katja from the Resmark team, who works hands-on with tour operators every day, to break down what’s really happening in the Planning stage. We get into why so many potential guests open multiple tabs, feel overwhelmed, and leave, and how a lack of clarity is usually the reason. 

From a traveler’s perspective and real client experience, we talk about what builds trust, what makes your experience stand out, and how to capture and nurture people who aren’t ready to book yet.

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

Most tour operators focus on looking professional.

But that’s not always what makes you stand out when every option looks good.

In this episode, we sit down with Stephanie from Sunny Cove Kayaking, an operator with nearly two decades of experience in Alaska, to break down what actually makes guests choose one tour over another.

Her approach is simple but powerful. She writes her website like she’s talking to a friend. Her emails feel like real updates, not promotions. And that personal tone carries all the way through the experience.

The result? Strong word of mouth, a 30,000-person email list, and a brand people remember.

We also dive into how she’s started using AI in a practical way to improve her website and increase traffic without losing that personal voice.

In this episode, you’ll learn:
- Why sounding “professional” can actually hurt conversions
- How to make your website and emails feel more human
- A simple way to use AI to improve your marketing without overcomplicating it

This episode sits in the Planning stage of the Growth Engine, where guests are comparing options and deciding who they trust.

Note: Stephanie was joining us from Alaska where the internet can be a bit unpredictable, so you may notice some blurriness and lighter editing than usual. But the insights in this one are absolutely worth it.

Learn more about Sunny Cove: https://sunnycove.com

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

00:00 Who Is Stephanie from Sunny Cove Kayaking?
00:54 How Do Tour Operators Get Started in the Industry?
02:07 What Do Tour Operators Love Most About the Job?
03:24 What Challenges Do Guests Face When Planning a Trip to Alaska?
05:00 How Do Guests Decide Which Tours to Book?
07:04 What Makes Guests Choose One Tour Company Over Another?
08:35 How Can Tour Operators Make Marketing Feel More Personal?
11:13 How Does a Website Help Turn Visitors Into Bookings?
13:02 How Can Tour Operators Use AI to Improve Website Traffic?
16:48 How Do You Stay in Front of Guests Who Aren’t Ready to Book?
23:58 What Actually Helps Tour Operators Get More Bookings Over Time?
30:42 What Is the Best Advice for Tour Operators Who Want to Grow?

You’re already getting traffic to your website. The problem is most of those visitors leave and never come back.

In this episode, we break down how retargeting ads help tour operators stay in front of those potential guests and turn missed opportunities into actual bookings. Most people do not book on their first visit, and without a follow up system, they are gone. 

You’ll learn:

• What remarketing ads are and how they work
• Who you should be retargeting first 
• What to say in your ads to drive bookings 

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

0:00 You’re Losing Bookings After Visitors Leave Your Website
2:11 Why Big Companies Win With Retargeting Ads
4:32 What Remarketing Ads Actually Do
5:19 How to Set Up Meta Pixel and Google Tag
7:43 The Best Audiences to Retarget First
9:49 How to Bring Visitors Back to Book
11:52 Why Retargeting Works Over Time
13:41 What to Say in Your Retargeting Ads
15:43 Using Reviews and Testimonials to Convert
18:45 Keep Your Retargeting Ads Simple
20:14 How to Segment Your Audiences
22:11 Why Retargeting Has Lower Costs and Higher ROI
24:41 Retargeting Budget Tips for Tour Operators
25:17 How Retargeting Fits Into Your Marketing System

You’re already getting leads. People are visiting your website, downloading your guides, and checking availability. But most of them never book because there is no real follow-up system in place.

In this episode, we break down how to turn those warm leads into actual bookings using simple, automated email nurturing. This is one of the highest impact systems you can build to stay top of mind, build trust, and guide people toward booking.

You’ll learn:
- What to send after someone downloads a guide or submits an inquiry
- How to structure emails based on your sales cycle
- What to send after someone books to drive reviews and repeat business

🚀 Take the Growth Engine Assessment to find out where you might need to improve:
https://www.resmarksystems.com/growth-engine-survey

📲 Follow Us on Social Media
- Facebook: https://www.facebook.com/ResmarkSystems
- Instagram: https://www.instagram.com/resmarkllc
- YouTube: https://www.youtube.com/@RESMARKSystems
- LinkedIn: https://www.linkedin.com/company/resmark-systems

📈 Want Help Growing Your Tour Business?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: [email protected]

0:00 Why Tour Operators Lose Leads After Email Capture
1:32 What Lead Nurturing Means for Tour Operators
4:12 Does Email Marketing Still Work for Tour Operators?
7:38 How to Build a Lead Nurturing Email Sequence
9:49 How Often Tour Operators Should Send Follow Up Emails
12:35 What to Send Before a Lead Becomes a Booking
14:34 Email Marketing for Prospects vs Past Guests
17:20 Why Post Booking Emails Matter for Guest Experience
19:21 Best Email Marketing Tools for Tour Operators
20:48 How to Segment Your Email List for More Bookings
24:16 How to Connect Your Booking System and CRM
25:43 How Ongoing Emails Build Trust and Repeat Business
27:32 The 3 Email Audiences Every Tour Operator Needs