Advertise on podcast: Tour Operator Growth Podcast

Western River Expeditions has been running trips for 65 years. When Tana Lancaster opened their Google Ads account, search was returning 22 times what went into it. It was one of the best accounts she had ever seen. Then she kept looking. A third of everything the business earned was sitting in a bucket labeled "unassigned." Paid social had brought in 85,000 sessions and produced 15 bookings in a year. Display had 30,000 clicks and nothing to show for them. Nothing was failing. The business was winning loudly in one place and flying blind in another. Tana is ResmarkWeb's paid media manager, and she only works with tour operators. In this episode she walks Nikki and Greg through what she actually looks at when she opens an account: where booking revenue disappears between the ad click and the reservation, why the visitors worth the most were the ones nobody was advertising to a second time, and why almost everything that looks like a budget problem is really a visibility problem. In this episode: - Why paid is the only channel you control, and why that matters more now that AI answers are absorbing organic clicks - How a third of a company's revenue goes untracked, and why that is a tracking fix rather than an ads fix - The device trap: 61 percent of visits came from mobile, but mobile produced only 22 percent of revenue - What Tana is testing next, including Microsoft Native, Taboola, and early ChatGPT ads Do you want a Paid Ads audit? Email [email protected] to request one.  🚀 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 Chapters:  1:24 Why run paid ads if you're already doing SEO? 2:59 What a 12-month paid ads audit found 4:38 Where a third of ad revenue disappears 8:33 Why a perfect ad still doesn't get bookings 11:43 Scenic Route: Google AI answers are building tools 14:33 Mobile vs desktop: where guests actually book 19:00 Rapid fire: budgets, platforms, and timelines 22:42 What's next in paid ads, and Tana's best advice

Tour operator marketing is changing fast. Here are seven things tour and activity operators should stop doing in 2027, covering SEO, AI search, Google Ads, Meta ads, and social. Two months left in 2026. Before you carry your old playbook into next year, Nikki walks through what stopped working and what to do instead. Seven things to stop doing in 2027: 1. Stop building SEO around getting the click. Become the source AI recommends. 2. Stop calling traffic growth SEO growth. Fewer visitors, better visibility, and more revenue is a win. 3. Stop writing your website for humans only. AI has to be able to read your prices, dates, and policies. 4. Stop building ad accounts around keyword control. Google now treats exact match as exact intent. 5. Stop hunting for the one winning Facebook ad. On Meta, the creative is the targeting. 6. Stop believing what Facebook and Google say they made you. Total bookings and total revenue are the only real scorecard. 7. Stop making the company account the center of your organic strategy. Your guides and guests are your distribution. 🚀 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 – Tour Operator SEO in 2027: Optimize for AI Search 03:34 – How to Measure SEO Success Beyond Website Traffic 06:02 – How to Optimize Your Tour Website for AI Search 10:54 – Google Ads for Tour Operators: AI Max & Broad Match 13:17 – Facebook Ads for Tour Operators: Creative Is the New Targeting 15:18 – YouTube, TikTok & ChatGPT: How Travelers Are Searching 16:40 – How to Measure Google & Facebook Ad Attribution 20:58 – Organic Social Media for Tour Operators: Use Your Guides & Guests

How much should you be spending on marketing? And on your booking software? Scott Riddell talks with tour operators every day, and price is the question he hears most. In this episode, Nikki and Greg ask him to answer it for the whole industry, not just for Resmark. Scott gives the number most operators want (5 to 10 percent of revenue) then explains why the percentage matters far less than what that marketing is actually doing. He also makes the case that the real cost of your booking software isn't the subscription. It's the few minutes of unnecessary admin on every booking, which quietly adds up to a full-time salary. In this episode: The 5 to 10 percent rule, and what actually counts as marketing spendThe three things marketing should do, and the vanity metrics that signal it isn'tHow to tell if your booking software is actually earning its costWhy marketing and software are one revenue system, not two budgets🚀 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 What Tour Operators Should Spend on Marketing and Booking Software 1:29 How Much Should Tour Operators Spend on Marketing? The 5 to 10% Rule 3:17 Does Your Marketing Percentage Change as You Grow? 5:08 Is Your Marketing an Investment or Just Spending Money? 7:32 What Actually Counts in the Cost of Booking Software 9:57 What Clunky Booking Software Really Costs You 14:52 How to Know If Your Booking Software Is Worth the Cost 19:26 Why Tour Operators Can Pass Software Costs to Guests 23:10 How to Pressure Test Your Marketing and Software Spend

Everyone thinks they need more traffic. Most operators actually have a conversion problem, and fixing it is the cheapest growth you can get. In this episode, Nikki and Greg pull back the curtain on two of ResmarkWeb's newest programs: our Conversion Engine (CRO) and our Coaching program. We break down real client results (including a $700K increase in online sales and an 80% jump in revenue, both on less traffic), explain what conversion rate optimization actually is (and what it isn't), and walk through exactly how our team runs it. Whether you're a client or not, you'll leave with tactics you can apply to your own tour or activity website today. What we cover: - Why flat bookings are usually a conversion problem, not a traffic problem - Real client results: more revenue on fewer visitors - Quick, actionable wins you can implement this week 🚀 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:  01:25 How to Get More Tour Bookings Without More Traffic 03:09 Real Tour Operator Website Conversion Results 07:39 What Is Conversion Rate Optimization (CRO)? 12:39 How CRO Works for Tour Operator Websites 15:18 Using Heatmaps and A/B Testing to Increase Bookings 22:00 Business Coaching for Tour Operators 26:09 SEO, Paid Ads & CRO: Building a Complete Growth Strategy 31:31 Quick Ways to Increase Tour Bookings

Most tour operators using AI are getting generic, mediocre results, and the fix isn't a better prompt. It's better context. In this episode of the Tour Operator Growth Podcast, Nikki sits down with Kelsey Tonner, founder of Guest Focus, who has coached thousands of tour operators since 2015. Kelsey breaks down the levels of AI use he sees across the industry, from uploading files into a single chat, to projects built around a business profile and ideal guest avatar, to a full "AI brain" that remembers your business, connects to your tools, and works while you sleep. Along the way he covers why AI memory features fall short, how connectors turn AI into the central place you get work done, and practical answers on token costs, privacy, and running tasks overnight. Grab Kelsey's free prompts (AI business profile builder, customer avatar builder, and the AI brain building prompt + workbook): https://guestfocus.com/using-ai-business-resmark **Want to put AI to work in your tour business? Guest Focus is bringing back its Tour Business AI Bootcamp this November, designed to help tour operators save time, reduce costs, and grow revenue with practical AI systems and automations built around their business. Details are coming soon, but you can join the waitlist here: https://guestfocus.com/ai-bootcamp-waitlist Book a free coaching call with the Guest Focus team: https://guestfocus.com/resmark Free AI for Tour Operators video series: https://www.youtube.com/playlist?list=PLbf0OTJFDF56HmpOdtrUoOhvVT4UoQtxl Guest Focus website: https://guestfocus.com YouTube: https://www.youtube.com/channel/UCjmTLrFX73_g9m1VIuJx76A LinkedIn: https://www.linkedin.com/company/guest-focus Facebook: https://www.facebook.com/guestfocus If this episode helped, share it with a tour operator who's stuck on AI basics, and subscribe so you don't miss the next one. 🚀 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 Who Is Kelsey Tonner and What Is Guest Focus? 3:36 Why Is AI Giving Me Generic Results? 6:19 Which AI Model Should I Use? ChatGPT vs Claude vs Gemini 8:30 What Is Context Engineering? 11:45 How to Use AI Projects (and What They Can't Do) 16:23 What Context Should I Give AI About My Business? 22:21 How to Build an AI Brain with Claude Cowork 30:11 How to Save Money on AI Tokens 33:53 Is It Safe to Give AI Sensitive Business Data? 50:56 How to Get Started with AI as a Tour Operator

Every booking platform looks great in the demo, so how do you find the one that won't fall apart at real volume? In this episode of the Tour Operator Growth Podcast, Nikki and Greg sit down with Devin Spann, who spent years on Resmark's product side turning operator feedback into features.  This isn't a product demo or a pitch to switch. It's a framework for pressure testing any booking platform against what your operation actually requires, because the right system doesn't just take bookings, it fuels your marketing too.  What you'll learn: - Why booking software is your operational foundation, not just another tool - Why every platform demos well but real differences show up at volume - How your booking system powers your marketing, from conversion tracking to guest data and email - How to evaluate for fit, not the longest feature list If this episode helped, share it with a tour operator who's wondering whether blogging is worth it anymore, and subscribe so you don't miss the next one on tracking your results. 🚀 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 Why Booking Software Is Your Most Important Tech Decision 1:23 Devin's Product Management Background at Resmark 4:22 Software You'll Outgrow vs. Software That Scales With You 6:31 What a Polished Demo Doesn't Reveal 13:06 Nice-to-Have vs. Essential Features as You Grow 16:02 Booking Software That Powers Your Marketing and SEO 23:25 All-in-One Platform vs. Separate Integrations 26:12 How to Migrate Booking Systems Without the Headache 28:47 Choosing Software You'll Still Love in 5 Years

Would you rather book the tour with 219 reviews at 4.7 stars, or the one with 12 reviews at a perfect 5.0?  In this episode of the Tour Operator Growth Podcast, Nikki and Greg play a round of "would you rather" with real booking scenarios, then pull back the curtain on the buyer psychology behind every choice. It's a fun, honest look at how two very different travelers actually decide who gets their money. What you'll learn: - Why more reviews at a slightly lower rating often beats a perfect score, especially as price goes up - How website design and a frictionless booking flow can win or lose you a sale in seconds - Why a clunky form on a day tour sends travelers straight to a competitor - The big takeaway: every buyer is different, so know who yours is and what they're searching for If this episode helped, share it with a fellow operator, and subscribe so you don't miss the next one. 🚀 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: 0:33 Reviews vs. rating: 219 at 4.7 or 12 at 5.0? 3:39 Save money on a clunky site, or pay more for polish? 5:48 Thoughtful emails vs. a fully automated experience 7:10 Book instantly online vs. having to call 8:49 Scenic segment: take the free Resmark Growth Assessment 11:20 How Nikki is choosing her Serengeti tour operator 13:58 Why website design and booking flow make or break the sale 20:21 Who you ask before booking & different buyer types

Almost nobody in this industry plans for it until it's too late: how to step back from, hand off, or sell the business you've spent your life building.  In this episode of the Tour Operator Growth Podcast, Nikki and Greg sit down with Pat Tabor, founder of Swan Mountain Outfitters and Swan Mountain Consulting Group.  Pat spent nearly 30 years at consulting firm RSM, where he led their national transition and advisory practice and completed close to 500 business valuations, then bought, ran, and handed down his own outfitting business to his kids. He's lived the transition himself, and he breaks down why "not ready to sell" is exactly when you should start planning. What you'll learn: - Why you should plan to exit even if retirement is 10+ years away, and what the business life cycle tells you - What buyers actually value, and why outdated technology gets you penalized at the negotiating table - The biggest mistake owners make: planning the business transition but forgetting the owner - Why 70 to 80% of family successions fail, and how honest conversations prevent it If this episode helped, share it with an outfitter who's been putting off their succession plan, and subscribe so you don't miss what's next. Connect with Pat: https://www.swanmountainoutfitters.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] Chapters: 1:37 Why you should plan to retire even if you're not ready to 3:00 Reading your business life cycle: startup to exit 6:17 What drives the value of a tour business (and the tech penalty) 11:07 The biggest mistake: planning the transition but forgetting the owner 13:27 What Pat did after handing the business to his kids 15:51 The emotional complexity of family business transitions 18:11 Why 70-80% of family successions fail 21:09 Why each generation holds the business for less time 25:38 Pat's one piece of advice: start planning now

Most operators use only about 30% of what Google gives them, and your Google Business Profile is often the first thing a traveler sees before they book.  In this episode of the Tour Operator Growth Podcast, Nikki and Greg break down how to turn your profile from a static directory listing into a mini landing page that actually drives bookings, plus the features almost nobody is using. What you'll learn: - The foundation that matters most: NAP consistency, the right categories, services, and a strong description - Why authentic photos, recent reviews, and a real response to every review build trust (and why a 4.7 beats a 5.0) - The underused features (Google posts, messaging, booking links) that signal you're active to both travelers and Google - How to measure success with Insights and UTM tracking so you're counting bookings, not vanity metrics If this episode helped, share it with a tour operator who's letting their profile sit there, and subscribe so you don't miss the next one. 🚀 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: 3:16 The foundation: NAP, categories, services & duplicate listings 6:19 Photos & videos: keep your profile active and authentic 8:08 Reviews: responding, why a 4.7 beats a 5.0, and recency 13:50 Scenic segment: Google warns against buying AI mentions 15:03 The features nobody uses: posts, social links & messaging 17:15 Turning your profile into a booking entry point 19:13 Measuring success: Insights, UTMs & vanity metrics 21:31 Quick audit: check your profile live with us

Do you actually know what's driving your bookings? Not "traffic is up," but which channel, which page, which campaign? In this episode of the Tour Operator Growth Podcast, Nikki and Greg dig into Google Analytics 4 and why having it installed is not the same as having it set up right. They cover what GA4 should really be telling you, the events worth tracking, and the simple setup steps that connect a single visit straight through to a booking. What you'll learn: - Why default GA4 (page views, new vs. returning) tells you almost nothing about revenue - The key events to track: bookings, form submissions, phone clicks, and more - How to confirm tracking is firing, turn on enhanced measurement, and set up cross-domain tracking with your booking engine - The common mistakes (double tracking, internal traffic, never actually looking) that wreck your data If this episode helped, share it with a tour operator who's making budget decisions off incomplete numbers, and subscribe so you don't miss what's next. 🚀 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: 1:38 Why installing GA4 isn't the same as setting it up right 3:26 What GA4 should tell you: asking Claude real revenue questions 6:45 Scenic segment: the May 2026 Google core update 8:36 Setup walkthrough: tags, firing, enhanced measurement & key events 14:58 The numbers that actually matter (without drowning in data) 18:50 Common mistakes that wreck your data 21:12 Your GA4 action plan for this month

If AI is handing travelers the answers before they ever reach your website, why would any tour operator still bother blogging? In this episode of the Tour Operator Growth Podcast, Nikki and Greg make the case that content matters more now than ever. They break down where blogging fits in the dreaming and planning stages of the Resmark Growth Engine, why AI and Google both reward firsthand expertise, and how to build a content engine that's actually sustainable instead of writing five posts and calling it a year. What you'll learn: - Why AI pulls from credible, helpful content, which makes your blog more important, not less - How to organize topics into top, middle, and bottom of funnel using the 70/20/10 rule - How to write for EAT (experience, expertise, authoritativeness, trust) so your posts rank and get cited - How to use AI to research, outline, and draft without publishing generic filler If this episode helped, share it with a tour operator who's wondering whether blogging is worth it anymore, and subscribe so you don't miss the next one on tracking your results. 🚀 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: 1:36 What AI really is and why it rewards credible content 6:17 Picking topics: funnel buckets & the 70/20/10 rule 10:00 Keyword research & writing with intent: the Kilimanjaro story 12:30 Scenic segment: 68% of searches now end in zero clicks 16:16 What makes content rank: EEAT & firsthand experience 24:41 Building a content engine that's actually sustainable 29:14 Automating research & drafting with Claude (and where it goes wrong) 32:11 How long until blogging actually pays off?

A happy guest who walks away with just a memory is a marketing opportunity that didn't compound. The operators winning right now turn one trip into repeat bookings, referrals, walking billboards, and content that sells future trips. In this episode of the Tour Operator Growth Podcast, Nikki and Greg close out the Sharing stage of the Resmark Growth Engine with a deep dive into lifetime value. Using the Savannah Bananas and their fan-first mindset as a model, they make the case that any operator can be outspent on ads, but no one can out-build the relationships you create with your guests, and they share the exact systems to do it. What you'll learn: Why treating a booking as the start of a relationship changes everythingThe 11-month anniversary email that recaptures guests as they plan next seasonSeasonal and behavioral triggers plus cross-selling to drive repeat bookingsHow to systematize referrals without feeling pushy, using two-sided incentivesWhy referrals land best 30 to 60 days after a trip, separate from review requestsHow to treat merch as marketing first and revenue second (and limit inventory risk)Why user-generated content outperforms branded content by 2 to 4x, and where to use itA quick-fire action list you can start on this weekIf this series helped you map out your own growth engine, share it with another tour operator who needs this framework, and subscribe for the next chapter. 🚀 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: the lifetime-value playbook 1:08 The Savannah Bananas & fan-first thinking 5:34 Why the guest relationship starts before booking 7:24 Word of mouth is a process, not luck 8:11 When to invite a guest back: the 11-month email 10:48 Systematizing referrals without being pushy 13:30 Timing referrals & cross-selling the next trip 15:53 Merch is marketing first, revenue second 18:07 What merch actually works: stickers, ornaments, SKUs 20:47 User-generated content: cheapest, highest-trust marketing 24:30 Where to put UGC + quick-fire action recap 26:57 Series recap & what's next

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 proofThe 24 to 72 hour window when guests are most likely to leave a reviewHow to build an automated, personalized review sequence over SMS and emailWhere to send reviews: Google for direct bookings vs. OTAs like TripAdvisor and ViatorWhy a great response to a 3-star review can convert better than a 5-star oneHow to handle negative reviews, fake or bot reviews, and total silenceSimple tactics you can implement this week to capture more reviewsIf 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