GetYourGuide has recently surpassed 200 million tickets sold. Co-Founder & COO Tao Tao sits down with Tourpreneur's Mitch Bach, Peter Syme and Chris Torres to talk about the challenges and surprises of 16 years of scaling an online experiences marketplace.

As always, we focus on takeaways for tour operators as Tao Tao shares data and insights. We examine the tensions inherent in balancing the needs of both suppliers and travelers, especially when it comes to curation—and Tao Tao shares news of new steps they're taking to curate their tour offerings and ensure quality.

We covered a lot in a one-hour conversation:

• what he's seen as changing customer behavior and how this impacts operators
• what kinds of tours GetYourGuide is really looking for, and what sells wel
• how to handle late booking windows, and how customers are discovering tours much earlier in the customer journey
• thorny supplier issues like commissions, late bookings, cancellation cut-off times, and more
• how to balance customers' evolving needs with the needs of suppliers
• why there is polarization in the industry regarding the opinion of OTAs
• how an experience marketplace is different than other travel OTAs
• how a brand like GetYourGuide can inspire customer loyalty
• pricing: how do you create a marketplace that doesn't just compete on price
• how to make sure you have enough tours to serve a variety of customers, but enough curation to ensure quality
• thoughts on how AI is and will be used behind the scenes and in front of customers in the future to discover and experience travel
• multi-day travel: is it a future avenue they're thinking about?

Upcoming Tourpreneur events:

• Feb 18-20, 2025: New York City - TourpreneurCONNECT, focused on scaling your operations, sales, and marketing strategies
• March 3, 2025: Free Pre-ITB Tourpreneur Business Workshop at GetYourGuide Headquarters
• View our whole global calendar of meetups and conferences

A Christmas Eve gift for you!

We're just days away from 2025, so it's clearly time to start thinking about how you're going to grow and improve your business next year!

Tourpreneur hosts Mitch Bach and Peter Syme have a conversation about what Pete calls the 70-20-10 rule for how to spend your time doing business development in the off season. (You'll have to listen to find out).

We cover topics such as:

• Leading guide training and innovation workshops
• finding new sales partners
• looking at your finances
• a system for figuring out what's working and what's not

And so much more.

Thank you all so much for being supporters and listeners of Tourpreneur in 2024. We have so much in store for you for next year.

• Join Tourpreneur.com for free courses, resources, and full archives of all our podcasts
• Attend one of dozens of global meetups in 2025

TP hosts Mitch Bach, Peter Syme and Chris Torres have just returned from their California Road Show, in partnership with GetYourGuide.

We spent a week hosting business development workshops in San Francisco, Santa Cruz, Santa Barbara, and Los Angeles, meeting dozens of operators in all sorts of verticals. Thanks to everyone who showed up, and to GetYourGuide who shared regional data on travel trends and customer behavior insights relevant to the local market. The Tourpreneur team paired that data with live business audits.

The results were surprising.

In this episode, we look at 6 easy fixes to your tour business that we repeatedly saw in the operators we audited, as well as the top 6 sales channels—according to the operators attending—that are working right now. We dig into the why of it all, and Peter does his best Grumpy Grinch impression.

All the resources and events we mentioned are available at tourpreneur.com

This episode is going to inspire and surprise you. Rodrigo Atuesta is the CEO of Impulse Travel. From humble beginnings as a guide and Couch Surfer, Rodrigo and his partners have built a DMC in Colombia that has now served over 30,000 travelers. But the way he's built it has been extraordinary, challenging assumptions about how DMCs should work, and understanding the responsibility and power that a travel company has to transform destinations.

In this far-reaching conversation, Tourpreneur's Mitch Bach talks a variety of topics with Rodrigo:

• What he learned about hospitality and “meaningful interactions” from his days of Couch Surfing
• how he participates in and hosts FAM trips with agents to promote his business and country
• how to challenge and change global stereotypes about Colombia
• his approach to the “co-creation” process as a DMC working with tour operators
• the surprising lessons learned from his experience with Booking.com’s Booking Booster accelerator program
• what true leadership … soft skills, good leadership is the capacity to reinvent yourself. Learning to be vulnerable in leadership perspectives.
• the importance of thinking intentionally about company culture as you build your company, not after.
• his discovery of how developing tourism in a community, and fostering local leadership brought change and impact to a community… watching the murder rate drop.
• how you can build a company as a response to a need within a community, rather than imposing your vision on a place.
• His team's HEART design process for product development: (Human Encounters & Connection, Economic Opportunity, Authenticity, Regenerative Narratives, Top Notch)
• his thinking around how to tell the story of Colombia and develop tourism in a way that improves communities and changes narratives
• how Impulse takes travelers' assumptions about what they want to do (see Pablo Escobar sights) and changes those intentions into something positive
• how his DMC builds bridges with other tour operators through partnerships, creating an association, and supporting each other to grow the whole pie.
• Impulse's surprising “total transparency” model, in which they disclose everything down to the penny to the client!

My favorite quote from the episode:

"A true leader is anyone who is aware of their impact on other people, and acts on this awareness.”

For more information, visit tourpreneur.com.

And don't forget great upcoming TP events!

• the Tourpreneur California Road Show starting December 8, 2024 thanks to our partnership with GetYourGuide
• TourpreneurCONNECT:NYC sales & operations conference in February
• Tourpreneur Shindigs — global small group meetups in dozens of countries around the world

Visit our global events calendar here.

In this episode of Tourpreneur, we dive into the intricacies of sustainable travel with Xavier Font, a seasoned expert in travel and sustainability. With over two decades of experience and a professorship at the University of Surrey, Xavier brings a wealth of knowledge to our discussion.

We explore the necessity of rethinking travel for environmental reasons and the potential for combining work and travel for greater efficiency and satisfaction. Xavier emphasizes designing meaningful travel experiences that foster personal interactions, rather than purely focusing on technical sustainability measures. We also tackle the growth of sustainable consumer interest, the implications of certifications like B Corp, and the practical steps small to medium-sized operators can take to integrate sustainability.

Join us as we unpack the opportunities and challenges facing the travel industry and discover how tour operators can lead the charge towards a more sustainable future.

Today, we're tackling a crucial topic for those looking to expand their business into new territories: B2B marketing strategies for tour operators.

If you're aiming to attract corporate clients or promote team-building experiences, this episode is a must-listen. Chris Torres provides some quick tips on how to build a strong brand, utilise SEO, leverage targeted ads, and make the most of platforms like LinkedIn and Facebook to grow your business in the corporate marketplace.

Whether you're new to this or looking to refine your approach, these tips will help position you as a trusted expert in the industry and pave the way for higher revenue and profit margins. So, let's get started!

In this quick episode, Tourpreneur partners Peter Syme and Chris Torres dive into the latest buzz around Airbnb's third attempt to amplify their experiences offering.

Despite previous failures, Airbnb is pushing hard again, proclaiming that experiences represent a massive market opportunity. But can they succeed this time? Peter and Chris weigh in on the challenges Airbnb faces, from curating high-quality experiences to ensuring sustainable pricing for operators.

They discuss the potential pitfalls of relying on non-professional hosts and the importance of integrating API connectivity for seamless bookings. Will Airbnb's powerful brand and vast resources finally turn the tide? Tune in as our hosts dissect the prospects of Airbnb becoming a major player in the experiences sector and share insights on what needs to change for this ambitious venture to thrive.

For more, visit tourpreneur.com

Mitch Bach interviews three tour guides and operators who have become extremely popular on TikTok:

• Megan Marod (@themegandaily)
• David Harry (@the_london_spy)
• John O'Sullivan (@oneminutetours)

These guides have all harnessed the power of TikTok in different ways that suits their personality, goals, and markets. But they have one thing in common: they say the key to success is showing up authentically.

In this episode they tell their story and share their tips and strategies on a variety of topics:

• What videos of theirs had viral success
• How to build authenticity and develop your own unique style
• Batch creation and other tips to streamline the creation process
• How to engage with your audience (and handle negative comments)
• Their experience with the Creator Fund and its monetization potential
• Whether and how to develop brand partnerships
• Collaborating with content creators
• Should you show up as a brand or an individual?
• How they measure success on the platform

If you're interested in working with content creators, Tourpreneur has a new short course from an experienced creator on how to pitch and negotiate with creators, and criteria to look for when deciding who to partner with. Available to anyone with a Professional Membership.

Show notes & more on tourpreneur.com!

The Tourpreneur podcast is back! After a summer hiatus while operators were busy operating... we're returning to our weekly schedule of conversations and insights for the tours & activities industry.

To kick off the fall season, TP partners Mitch Bach, Peter Syme and Chris Torres chat through everything that's been happening in the industry over the past month:

• What we hear about an industry 'slowdown' or 'softening' for tour operators, and whether it should change your business and marketing strategies
• AI: is it overhyped? Is the bubble bursting? Pete and Mitch debate humans vs. AI: what's the future hold? Will it be as revolutionary as the internet, or another overhyped flawed and failed technology like the Metaverse?
• the Google anti-trust ruling: how does a potential disruption in search affect operators?
• What Mitch learned about market positioning and B2B partnerships at the SYTA student youth travel conference in NYC
• The EU's new cookie law and its privacy implications for operators
• connecting with short term rental owners and other B2B strategies
• Peter speaking at WeTravel's travel tech innovation summit next week

September 10-12, join our friends at WeTravel for a free ticket to their three-day virtual Travel Innovation Summit where you'll hear from Tourpreneur.

Don't hesitate to get your ticket to our in-person multi-day tour operator conference Tourpreneur CONNECT in Marrakesh, Morocco Nov 18-21!

And as always, you'll find show notes and more on tourpreneur.com

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. Visit tourpreneur.com for more information.

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.