Tourpreneur Tour Business Podcast

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 Takeaways

• Creating 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.

Resources

• Show Notes on Tourpreneur.com
• Sudden Journeys website
• A 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 way

Mentioned 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.

Host Peter Syme sits down with Ambrose Bittner, a seasoned operator of private customised tours across Asia. They delve into the intricacies of running a tour operation, touching on key aspects like process engineering, client communication, and the decision to outsource tasks versus keeping them in-house. 

Ambrose shares his journey through COVID-19, during which he invested in new back-office infrastructure and refined his booking process. They also explore the challenges of maintaining revenue growth while managing staffing and the delicate balance between business and personal life.

Additionally, they look ahead to 2024 and 2025, discussing the evolving travel landscape in Asia and opportunities in Japan. 

Whether you're a small business owner in the travel industry or simply curious about the behind-the-scenes of bespoke tours, this episode offers valuable insights into overcoming challenges, leveraging AI, and strategically growing a tour operation business.

Overview

00:00 Asia travel delayed, government loan assisted business. Staffing challenges.

06:02 Increased training needs post COVID for businesses.

10:18 Invested in back office infrastructure and website.

13:47 Early owner takes hit, recruit to profit.

16:40 Struggles with work-life balance, especially post-COVID.

18:12 Focusing on business and nonprofit work balance.

22:46 Operators facing challenges in staffing and training.

26:21 Preparing for Japan trip; staffing challenges expected.

31:13 Surviving with wife, diversifying after COVID.

33:31 Maximize investment in hot travel destinations.

38:25 Strategies to grow business through referrals important.

40:42 Outsource certain tasks, not client communication.

44:31 Customized tours in Asia, wide range of activities.

46:02 Choose accommodation based on your needs and budget.

• Visit tourpreneur.com for more show notes.
• Tourpreneur is hosting two conferences! Join us in November in Marrakesh, Morroco for CONNECT:Multi-day, and in February in New York City for CONNECT:Profit. More info here.

In this episode, Lia Garcia, CEO of Practical Wanderlust and Louisville Food Tours, shares her journey from starting a blog to becoming one of the largest travel blogs in the world. She discusses her monetization strategy, which includes ad revenue and affiliate marketing. Leah emphasizes the importance of authenticity, trust, and storytelling in content creation. She also provides insights on partnering with bloggers and tour operators, highlighting the value of building relationships and offering competitive commissions. Leah advises tour operators to focus on personal storytelling and finding ways to differentiate themselves from OTAs. Lia Garcia shares her strategies for affiliate marketing, SEO, email marketing, and scaling a food tour business. She emphasizes the importance of using native affiliate links and leveraging bloggers to promote tours. Lia also discusses her use of keyword research tools like KeySearch and her preference for simple tech tools like WordPress, Flowdesk, and ConvertKit. She highlights the effectiveness of lead magnets in building an email list and explains how she uses automated sequences to target customers at different stages of the buying cycle. Lia also talks about the challenges of scaling her business and the importance of establishing trust and authenticity through storytelling.

Takeaways

• Authenticity, trust, and storytelling are key in content marketing.
• Building relationships with bloggers can drive sales and conversions.
• Tour operators should differentiate themselves from OTAs and offer competitive commissions.
• Personal storytelling and partnerships with bloggers can be effective strategies for tour operators.
• Consider the audience and buying cycle when selecting content creators. Consider using native affiliate links and partnering with bloggers to promote tours
• Use keyword research tools to optimize content and improve SEO
• Create lead magnets to incentivize email sign-ups and use automated sequences to target customers at different stages of the buying cycle
• Choose tech tools that are user-friendly and meet your specific needs
• Scaling a business comes with challenges, such as scheduling and finding the right balance
• Establish trust and authenticity through storytelling to build credibility with customers

00:00 — Introduction and Background

04:42 — Leah's Journey from Blogging to Content Marketing

08:17 — Monetization Strategy: Ad Revenue and Affiliate Marketing

11:48 — Partnerships with Tour Operators and Bloggers

16:33 — Developing a Blogging Strategy for Tour Operators

23:12 — Selecting the Right Content Creators for Partnerships

26:38 — Utilizing Booking Software and Automating Processes

29:28 — Differentiating Between Bloggers and Social Media Creators

33:05 — Optimizing SEO with Keyword Research

35:19 — Effective Email Marketing Strategies

38:15 — Choosing User-Friendly Tech Tools

45:14 — Challenges and Strategies for Scaling a Food Tour Business

53:25 — Building Trust and Credibility through Storytelling

Mentioned 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.

In this episode, we'll unpack why building direct sales through SEO and website optimization, along with embracing paid advertising on platforms like Facebook, can be game-changing, despite being time-consuming. We'll also discuss the importance of feeding Google's business profile and the significance of robust content production for SEO and AI.

But the conversation doesn't stop there. We dive into the critical need for human-to-human partnerships to build resilient businesses, especially in light of Airbnb's controversial decision to remove a significant portion of their experiences inventory. Whether you're a tour operator or a small business owner, this episode offers valuable insights on navigating these uncertain times, from exploring untapped opportunities to fostering real, local partnerships. Plus, stay tuned for two exciting resources we're launching this week – a comprehensive technology and partner directory and a free guide on optimizing your Google presence.

Overview

00:00 Airbnb launches low-cost, high-value experiences.

03:44 Airbnb removing well-ranked experiences for partnership.

07:59 Customer takes precedence in $100 billion company.

13:42 Expand business by adding diverse partners cautiously.

16:43 Facebook advertising remains the best marketing platform.

19:26 SEO and PPC methods are changing, uncertain.

23:47 Build local business partnerships for sustained rewards.

26:31 Limited B2B partners yield 20% successful deals.

30:11 Tourpreneur offers valuable resources for business growth.

31:10 Thanks for listening, find notes at tourpreneur.com.

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.

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.

Overview

00:00 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.

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.

Sean discusses his contemplation on expansion strategies, weighing the pros and cons of growing his market in Ireland versus entering new territories like the UK with self-guided hiking tours. Amidst these considerations, Peter advises maximizing existing operations before venturing into new markets, highlighting the complexities of establishing business in new destinations.

On the technology front, Luksa champions the potential of AI in streamlining communications and operations, a sentiment echoed by Edin who plans to integrate ThermoLogistix into his business operations. However, maintaining the human element in the business, especially in B2B relations, remains a key challenge as discussed by our guests.

Moreover, we'll delve into issues like asset management, pricing strategies, and leveraging social media demographics to maximize future profitability in an industry bracing for an influx of a billion new travelers.

Gear up for invaluable insights from seasoned entrepreneurs who are navigating the thrilling and unpredictable waves of the travel and tour industry. This episode is a must-listen for any tourpreneur looking to scale new heights and expand their horizons. Join us on this enlightening journey on Tourpreneur.

Overview

00:00 New podcast series explores entrepreneurial challenges in 2024.

07:04 Fleet management challenges and staff motivation efforts.

12:27 Well-trained teams bring long-term rewards. Embrace change.

17:04 Challenges in maintaining service quality and responsiveness.

24:11 B2B pricing challenges and margin management strategies.

28:51 Managing costs, balancing growth and profitability.

36:25 Urgent need for b to c monitoring.

38:48 Scaling asset-based business requires strategic partnerships.

45:49 Using bus for business strategy and development.

51:19 Max out your destination for business success.

56:29 Technology makes life easier but presents challenges.

01:01:14 Retirement-age people have money, offer potential market.

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.

Peter McGovern, a seasoned entrepreneur with a passion for international education gives us his forward-thinking approach to building successful teams.

In this episode, we unpack the thoughtful approach to hiring, emphasizing the importance of aligning with organizational core values and mission. From creating detailed scorecards for potential candidates to embracing diversity and fostering strong internal communication, Peter and Nikki explore the practical strategies and wisdom necessary for nurturing an international team and the critical role of company culture in achieving sustainable growth. Get ready for profound insights on managing hiring processes, the significance of structured planning, and the challenges of remote connections in a post-pandemic world. Whether you're a seasoned business owner or just starting out, this discussion is packed with actionable advice tailored to help you thrive in the entrepreneurial journey.

Overview

00:00 Experienced, forward-thinking approach to building successful teams.

03:24 Experience in different organizations, importance of team.

09:24 Value of diversity in team for innovation.

12:43 Effective communication is crucial for organizational growth.

13:49 Establish communication, connection, and role clarity.

17:17 Excitement for organizational development in career planning.

20:33 Delegate responsibilities, focus on key functions for success.

26:08 Age similarity in hiring process not crucial.

29:34 Adapting and evolving as we grow. CEO responsibility.

31:09 Structured plans bring freedom and autonomy.

36:28 Community is critical for us at Odyssey.

38:03 Various ways to connect and build community.

43:10 Create mission statement, define role, list outcomes.

44:46 Structured and thorough interview process ensures fit.

48:10 Aligning people with right roles for success.

50:38 Grateful for the love, thanks Peter.

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.

Mitch Bach talks with Brian Jewell, the Vice President and Executive Editor of Group Travel Leader, a media company representing tens of thousands of tour operators, travel agents, trip planners, many of whom have been in business for decades. Brian provides endless free resources for his community of small travel provider, and has learned countless lessons from decades in the industry.

There's a whole community of small, outbound multi-day tour operators who have been in business since the years and decades after WWII, since the beginning of the explosive growth of mass tourism. Those operators are at the ends of their careers, and the companies they've built offer a huge opportunity for acquisition, and also have learned lessons about finding niche markets and solidifying their business through personal relationships.

• Show notes
• Visit Group Travel Leader
• Brian on LinkedIn

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.

In this episode, Dan & Casey from Untethered Media join Chris to delve deep into the strategies that make your marketing click.

From the subtle art of Facebook ads that work like modern-day flyers, to the critical role of a well-designed website, we're covering all the bases.

We'll explore why it's not just about selling but building trust with potential customers and how the first impression your site makes can be the deal-breaker.

Overview

00:00 Entrepreneur call-in show with experts advising.

05:57 LinkedIn for B2B, Facebook for inspiration, Google Ads.

07:24 Embraces marketing, but could live without social media.

11:24 Ensure clear, direct messaging on website landing.

13:21 Focus on customer-centric design, not personal preference.

19:02 Repurposed Irish sheep blog for better traffic.

22:19 Overbooked venue, enjoyed parent's restaurant, shared discovery.

24:12 Assessing strategy effectiveness of client's Facebook group.

29:14 "New leader, marketing strategy, customer engagement, growth."

32:43 Working behind the scenes, adding more content.

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.

Mitch Bach talks with Corey William Schneider, founder of the New York Adventure Club, about his unique approach to building a tour business focused on delivering unique, special-access experiences to primarily a crowd of locals.

From those experiences, which grew out of his personal desire to explore more of his home of New York City with other likeminded friends, he pivoted during Covid towards a wide variety of virtual tours.

Today the Adventure Club still does both. Corey's story can help operators everywhere understand how to develop product lines aimed at locals, and ancillary high-profit revenues through virtual tours at scale.

Mentioned in this episode:

Sponsored by Google 'Things to do'

Want more direct bookings and greater exposure on Google? Then go check out Tourpreneur's free course on using Google 'Things to do', a new program offering tour operators a chance to display their tours across new Google locations.