Tourpreneur Tour Business Podcast

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

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.

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. Learn more here: tourpreneur.com/google

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. Learn more here: tourpreneur.com/google

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.

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. Learn more here: tourpreneur.com/google

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. Learn more here: tourpreneur.com/google

Mitch Bach speaks with Jessica Off, founder of Guess Where Trips, an e-commerce company creating physical and digital surprise road trips for customers across Canada and the U.S.

Jessica is a serial travel entrepreneur, including work at G Adventures. In this episode, she talks about what led her to start an e-commerce product-based travel business, after looking into tour operating and multi-day trips.

This episode will give tour operators the inspiration to think about ancillary product revenue streams that can complement their in-person business, utilizing the same destination knowledge and supplier connections to offer experiences to a new customer base!

• Visit Guess Where Trips home page
• Episode show notes

We talk about:

• the design thinking behind crafting self-guided tours
• why the element of surprise is so crucial to the experience
• her experience working with content creators
• how B2C trade shows have worked out for her trying to sell her product
• why she decided to ditch multi-day surprise trips
• the importance of collecting email addresses at trade shows
• finding the right market for the trips, and why big cities don’t work
• working with local vendors to support them

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. Learn more here: tourpreneur.com/google

Welcome to Tourpreneur, where we delve into the world of tour and activity providers and explore the latest trends, challenges, and success stories in the travel industry.

Today, in our call-in episode, join hosts Chris, Mitch, and Peter as they tackle key topics around Al, attracting cruise ship agents and marketing to cruise customers, as well as questions around purchasing an existing business.

00:00 Pine discusses mass customization and AI opportunities.

05:43 Consider hotels for city stays to personalize experiences.

10:16 Embrace failure as part of creative process.

13:41 Marketing hidden gems creates its own challenges.

17:14 AI travel planner focuses on commercial experiences.

21:54 Consider demographics, repeat customers, marketing strategy questions.

24:45 Established business with cash flow & opportunities.

28:52 Old businesses face opportunity in rejuvenation and acquisition.

30:12 Boomers retiring and impacting business market.

34:59 Creating useful, unique content is key.

40:01 Personalized technology offers customized travel experiences.

43:35 Use technology to create emotional, surprising experiences.

47:26 Single operators may struggle to secure contracts.

49:53 Cruises cater to least adventurous travelers' needs.

54:17 Tailored marketing crucial for diverse cruise clientele.

56:03 "Category Pirates" book encourages unique business strategies.

58:48 Online audiences remain undervalued despite digital presence.

Mentioned in this episode:

Thank you to our sponsor, Google

Google is graciously sponsoring Tourpreneur, keeping this podcast free for you. Please go and check out a course that we've developed with them, helping you understand the power for their 'Things to do' program to deliver more direct bookings for your tour & activity business. tourpreneur.com/google

In this episode of Tourpreneur, host Peter Syme welcomes special guest Marius Nigard to explore the exciting intersection of AI technology and the travel industry.

Marius shares insights into the potential of AI-driven tools to personalise and enhance the travel experience, from providing self-guided audio tours to advising on optimal visiting times for popular attractions. As they delve into the economic and collaborative implications of utilising AI-generated content, they also emphasise the importance of storytelling and personalisation in engaging the 97% of travellers who prefer independent exploration.

Join us as we uncover the opportunities and challenges brought about by AI technology in redefining the future of guided tours and travel experiences.

00:00 AI-driven destination guides revolutionize travel industry.

06:21 Understanding customer data for real-time personalization.

07:59 Moving from one-to-many to personal learning.

10:28 Encouraging independent travel experiences, providing digital guidance.

14:40 AI in travel industry needs high-quality data.

18:34 The future of AI and safeguarding information.

23:18 Reward content creators, create new market opportunities.

26:17 Building API as a tool for customization.

29:07 Tailored branding and technology shape tourism's future.

31:48 Highlighting the revenue potential of upselling tours.

34:17 META launching AI characters for millions daily.

39:38 Urgent buying decision in global industry.

42:20 Promoting diverse cultural experiences for tourists.

46:03 AI tour guides offer opportunities for growth.

47:40 Appreciation expressed multiple times for having me.

Mentioned in this episode:

Thank you to our sponsor, Google

Google is graciously sponsoring Tourpreneur, keeping this podcast free for you. Please go and check out a course that we've developed with them, helping you understand the power for their 'Things to do' program to deliver more direct bookings for your tour & activity business. tourpreneur.com/google

Chris Torres kicks things off by discussing the three paths for business owners: low road (staying small), middle road (scaling up to a moderate size), and high road (scaling up to a big company), emphasizing the importance of aligning these choices with personal and business goals. Mitch Bach joins in to emphasize the significance of personal fulfillment and passion in business, while Peter Syme shares valuable insights and advice on navigating potential industry disruptions in 2024.

Throughout the episode, our hosts tackle questions from the community and provide expert advice on reaching customers, marketing strategies, scenario planning, and the debate around scaling up businesses. With a mix of humor, candid insights, and actionable tips, this episode will equip you with the knowledge and inspiration to take your tour business to the next level.

So, grab your favorite beverage, settle in, and let's dive into the latest in the world of travel entrepreneurship.

Overview

00:00 Marketing coaching call discusses 2024 trends and success.

06:43 Global unrest could disrupt travel in 2024.

09:53 Product experimentation is crucial for success.

11:23 Virtual travel trend set to grow further.

16:03 Testing tour logistics with friends and family.

20:04 Target female solo travelers, analyze audience data.

21:39 New operators often neglect marketing, leading to slow growth.

25:26 Build personal brand, market unique experiences effectively.

27:17 Linda seeks collaboration with international travel agents.

33:14 Building agent relationships through valuable information exchange.

34:42 Misunderstandings about agency's travel services, communication hurdles.

38:02 Create batch of content and publish strategically.

42:58 Transformational travel offers emotional fulfillment and change.

44:38 Appealing to slow travelers through storytelling and photos.

50:01 Small companies can lead to success and happiness.

51:39 Prefers small business for work-life balance.

54:51 As a business owner, learn to say no.

58:43 Tourpreneur.com offers business coaching and resources.

Mentioned in this episode:

Thank you to our sponsor, Google

Google is graciously sponsoring Tourpreneur, keeping this podcast free for you. Please go and check out a course that we've developed with them, helping you understand the power for their 'Things to do' program to deliver more direct bookings for your tour & activity business. tourpreneur.com/google

In today's episode, we have a special guest joining us - Jen Fein, the CEO and head of product at YouLi (https://go.youli.io/). We'll be discussing the fascinating journey of YouLi, a platform that generates personalised travel itineraries, and how it has been transforming the travel industry.

Get ready for an insightful conversation as we explore the importance of email marketing, the rise of unique group travel experiences, and the challenges and rewards of being a female founder in the tech and travel space. So grab your headphones and get ready to be inspired by Jen's entrepreneurial journey on this episode of Tourpreneur.

Key Facts and Insights from the Episode

• Increase in conversions and high demand for student travel
• Top three conversion channels: email marketing, organic search, and affiliates
• Paid search not recommended for specialised experiential group travel
• Effectiveness of email newsletters in building relationships and trust with customers
• Customer preferences for unique experiences and smaller brands
• Jen Fein's background and journey in the travel industry
• Positive experience at the Women in Travel Summit and potential future partnerships
• Importance of networking and crowd size at conferences
• YouLi's mission to provide personalised travel itineraries through templates and customisation
• YouLi's provision of personalised portals and schedules for TourpreneurConnect attendees
• Importance of repeat customers and their impact on content creation and customer value
• Challenges and risks in the travel tech industry, including funding issues
• YouLi's focus on niche experiences and its categorisation as B2B SaaS
• YouLi's growth model and emphasis on loyal customers aligned with values
• Importance of understanding the business problem and goals before automation implementation
• Rise in demand for unique group travel experiences with a merger of events and travel
• Value of group travel in dividing costs among participants
• Market differences for event tours compared to traditional tour operators
• Competitor analysis, including events and potential activities
• Importance of intimacy in large group travel experiences

04:19 Exception in corporate world leads to Japan; friends don't read details, different information needs.

07:11 Technology allows for personalized and dynamic content.

10:01 Partnerships, retreat training, memberships, Transformational Travel Council.

17:30 4-day music festival tour in Colombia. Unique experiences.

19:27 Event planning skill merges with technology trends.

23:57 Conversions up 30% in last 90 days.

27:19 Paid search may not lead to bookings.

29:32 Intimacy and trust in travel experiences.

33:22 Not travel tech, focused on unique experiences.

36:40 Build company that cares, survives, and grows.

42:18 Let go of unnecessary technology, automate business.

44:59 Quick digital transformation for partnered clients. Gradual migration.

47:09 Original founder became tech guy, found co-founders.

51:36 Empathy, flexibility, and values guided our decisions.

53:29 Intentional, patient, sustainable business growth is success.

Mentioned in this episode:

Thank you to our sponsor, Google

Google is graciously sponsoring Tourpreneur, keeping this podcast free for you. Please go and check out a course that we've developed with them, helping you understand the power for their 'Things to do' program to deliver more direct bookings for your tour & activity business. tourpreneur.com/google

Psychologist Dacher Keltner is a world-renowned expert in all things emotion. He teaches at UC Berkeley, and is latest book is Awe: The New Science of Everyday Wonder and How It Can Transform Your Life.

Keltner speaks with Mitch about the role of emotions like awe in travel experiences, and what we as tour operators should be thinking about in order to craft these kinds of moments on tours, whether they're 3 hours or 10 days long.

Some topics we cover:

• dissecting what we mean by "Transformative experiences"
• what the brain gains from human interaction and collaboration
• how experiences ranging from grief to nature can unlock awe
• thinking about encounters of vastness and mystery during travel
• changing guests' perception through story, silence, and intentional seeing
• the importance of slow observation and slow looking to connect with the vastness of the world
• the value of religious and spiritual texts and figures in understanding awe
• how storytelling creates awe
• creating travel experiences that rely on emotion and "wow moments" rather than information
• how traveling in groups can create shared awe moments
• Keltner's "8 wonders" of life

As always, you'll find much more at tourpreneur.com.

• Dacher's Bio
• Why do we feel awe? a good follow-up article
• Join 10,000 tour operators in our Facebook Community

Running Order:

[00:00:49] Emotionally influenced upbringing in cultural revolution.

[00:06:05] They types of emotion

[00:08:33] Describing moments of awe

[00:10:55] Designing awe in our lives and work.

[00:18:18] Designing awe, art, and slow travel.

[00:20:32] What religion and spirituality understand about awe

[00:26:13] Attuned experiences

[00:28:16] Awe is about mystery and exploration.

[00:34:54] Life's vulnerability and suffering bring growth and awe.

[00:39:02] What can't be replaced by technology?

[00:42:29] Finding awe in grief.