How to Start a Tour Business: Insights from the Pros on Creating Unforgettable Experiences

Words of Wisdom from Leading Tour Operators

“Dream big! Create a unique experience and they will come! Don’t be afraid to be different! Build your story!”
– Peter, Saco River Tubing
Peter encourages you to think creatively and craft something truly unique that stands out from the competition.

"Focus on quality over quantity—less is more!...Be sure to get your margins down, taking into account company overhead and anticipating future costs that come with growth, such as new hires and software...Start systematizing early—SOPs, processes, management systems. You'll thank yourself later!”

– Ashley Blake, Founder of Traverse Journeys

Ashley advises prioritizing quality, planning for growth, and creating streamlined systems from the beginning to build a sustainable and scalable business.

“Running a tour company means you’ll be doing everything else except the tours! Get ready to wear lots of different hats.”
– Dave, Four Season Guides
Dave highlights the reality of tour operations—while leading tours is exciting, much of your time will be spent on the operational side, from marketing to customer service.

“I would advise new outfitters to focus on an outstanding and comprehensive training program for all of their guides and take steps to provide a solid foundation for a positive company culture...I’d also advise them to refrain from the temptation to cut corners and focus on running high-quality river trips for all of their guests. It will pay off over time.”
– Keith "Luther" Stephens, Whitewater Voyages
Keith underscores the importance of investing in guide training, cultivating a strong company culture, and maintaining high standards to ensure long-term success.

“Focus on PEOPLE, PRODUCT, and PROCESS. Hire people with great personalities, nail the product, and create a process that turns customers into repeat clients.”
– Brandon, Western River Expeditions and Moab Adventure Center
Brandon emphasizes the importance of building the right team, perfecting your product, and creating efficient systems to keep customers coming back.

“Always be prepared for competition to come up out of nowhere. When that happens, be ready to shift your business in new ways to stand tall and differentiate yourself from them.”
– Jim, Wine Tours of Sedona
Jim’s words remind us that competition will always be a factor, and being adaptable is key to staying ahead in the tourism industry.

“Maintain the brilliance of your brand by staying well informed of local, national, and global events, especially on economic matters in all markets. Have plans for any unseen developments and be ready to adapt to any conditions best to one’s own capacity.”
– Dave, Oround Oahu Tours
Dave emphasizes the need to stay informed, plan for unexpected challenges, and adapt to changing conditions to safeguard the success of your brand.

Every tour operator’s success story is different, and there is no one-size-fits-all approach. But hopefully, these words of wisdom have inspired you to take the leap and start your own journey. Now, let’s move on to the basics and essential steps to help you get started!

1. Find Your Niche and Define Your Unique Selling Proposition (USP)

One of the most important steps in starting your tour company is defining your niche. Your niche determines the type of travelers you will attract and how you will differentiate your business from the competition. The tourism industry is diverse, and people seek unique experiences that speak to their interests, so carving out a niche is essential.

Ask yourself: What type of tours do I feel most passionate about? Your niche could be anything from adventure travel, luxury tours, and wellness retreats, to family-friendly vacations, cultural experiences, or eco-tourism. You’ll want to choose a niche that excites you, as passion is key to running a successful tour company.

Additionally, defining your unique selling proposition (USP) will help you stand out. Your USP is what makes your tours special. It could be anything from your commitment to sustainability, personalized customer service, or focusing on off-the-beaten-path destinations. Your USP should be tied to your mission and vision, providing clarity on why your customers should choose your tours over others. Defining your USP early on helps guide every aspect of your business, from your branding to your marketing strategy.

Example Niches to Consider:

• Adventure Travel: Tours focused on activities like hiking, mountain biking, and kayaking for thrill-seekers.
• Luxury Travel: High-end, customized experiences for travelers seeking luxury accommodations, gourmet dining, and VIP treatment.
• Wellness and Spa Retreats: Tours that center on rejuvenation through yoga, meditation, spa treatments, and healthy living.
• Family Travel: Family-friendly experiences with activities suited for all ages, from kids to grandparents.
• Sustainable and Eco-Tourism: Tours that emphasize minimizing environmental impact and supporting local communities.
• Culinary Tours: Focused on food and drink, including cooking classes, wine tastings, and restaurant tours.

Once you’ve identified your niche, develop a strong mission and vision to help communicate what your company stands for and the value you aim to provide. This clarity will resonate with potential customers who align with your values and interests.

2. Develop Your Business Plan

A business plan serves as a blueprint for your tour company, outlining how you’ll execute your ideas and ultimately achieve success. It’s your roadmap and will help you navigate the many challenges you’ll face along the way.

Your business plan should include:

• Mission and Vision: These should reflect your values and the reason why you’re starting your tour company. Your mission is why you exist, and your vision is the future you hope to create.
• Target Market: Define the audience you want to attract. What’s your demographic? Are they budget travelers, luxury seekers, or adventure enthusiasts? Understanding your target market is crucial for marketing, pricing, and crafting tailored experiences.
• Pricing Strategy: Determine how you will price your tours. Make sure your pricing is competitive with others in your niche but also reflects the value you provide. Be sure to account for all costs—marketing, guides, transportation, etc.
• Marketing Plan: A clear marketing strategy should focus on SEO, content marketing, social media, and partnerships with other businesses, like travel agencies or DMOs.
• Operational Plan: This includes the day-to-day management of your business—tour scheduling, customer service, managing bookings, and logistics.
• Financial Projections: Develop financial forecasts to understand how much money you’ll need to cover initial costs, ongoing expenses, and how long it will take to break even. This will also help you understand if your pricing strategy is feasible.

A well-thought-out business plan gives you the structure and framework to grow your tour company steadily and sustainably. 

Side note, you don’t have to have everything figured out! You can create a draft and refine it as you’re discovering what will be best for your new tour business. 

3. Get the Right Tools and Resources

Running a tour company requires tools that can streamline operations, manage bookings, handle customer inquiries, and help grow your business. From software to professional services, the right resources will allow you to focus on delivering great experiences for your clients.

• Booking Software: One of the most important tools you’ll need is booking software. Resmark is a comprehensive platform specifically designed for tour operators. It helps you manage reservations, payments, customer data, and communication. Having a reliable and efficient booking system not only saves you time but also enhances your customer experience. To see it in action, book a demo here. 
• CRM and Communication Tools: Effective communication is key in maintaining customer relationships. A Customer Relationship Management (CRM) system is essential for tracking leads, automating email campaigns, and storing customer information. Below are several customer management tools we see Tour Operators using: 
• HubSpot 
• MailChimp 
• Constant Contact 
• Zoho CRM 
• Salesforce 
• ActiveCampaign 
• ResmarkWeb CRM: Coming Soon
• CruiseControl: Although not a CRM, it is an automated email system for Remark bookings.
• Legal and Insurance: Make sure your business is legally compliant. You will need to register your company and obtain the appropriate liability insurance to protect against accidents or unforeseen circumstances during tours. Look for insurance providers who specialize in the travel or tour industry for coverage tailored to your needs.
• Digital Waivers: As you run tours, it’s important to have legal waivers in place to protect both you and your clients. Use platforms like WaiverSign to create digital waivers that customers can sign before attending your tours.
• Financing: Securing financing is often required to cover start-up costs. You can look into small business loans or explore crowdfunding platforms. It’s important to have your financials organized and create detailed projections, so you know exactly how much capital you’ll need.
• Consulting and Mentorship: Starting a tour company can be overwhelming, which is why seeking out expert guidance is invaluable. Companies like Guest Focus, Cultivate Advisors, and online communities such as The Sunshine Tribe on Facebook can provide the mentorship and industry insights that help you grow.
  

Common Questions We See (FAQ)

1. How do I fund my new tour company?
You can secure funding through small business loans, crowdfunding, or grants. Make sure to prepare a solid business plan to attract investors.

2. How do I find the right tour guides?
Look for passionate, knowledgeable guides with strong communication skills. Post ads on job boards, tourism networks, and conduct interviews to ensure they fit your company’s culture.

3. How do I market my tour company?
Start with a well-optimized website, focus on SEO, and use social media to share your tours. Partner with local businesses, and consider ads once you’ve built a strong foundation. Also, don’t forget the power of sending emails. 

4. What legal steps do I need to take?
Register your business, get liability insurance, and ensure you have proper contracts and waivers. Check if you need any local permits for specific tours.

5. How can I ensure customer satisfaction?
Offer great service, engage with clients, and always ask for feedback. Personalize the experience and build relationships through loyalty programs.

6. What tools do I need to run my business?
You’ll need booking software, CRM tools for customer management, and digital waivers for legal protection. Invest in the right tools to streamline your operations.

7. How do I set competitive pricing for my tours?
Research your market, consider your costs, and determine a price that reflects the value of your experience. Stay competitive but ensure profitability.

8. How can I build my online presence?
Create a user-friendly website, focus on SEO, and use social media platforms to showcase your tours. Organic content and customer reviews will help build credibility. Below are a few guides that might help you out:
- Tour Operators: Create and Optimize Your Google Business Profile
- Beginners Guide to Local SEO for Tour Operators
- The Best Guide to Digital Marketing for Tour Operators

9. How do I deal with competition?
Stay agile and be ready to adapt. Differentiate your business through unique experiences, strong branding, and exceptional customer service.

10. Can I run a tour business with a small team?
Yes, you can start small by outsourcing tasks or hiring part-time help. As your business grows, you can expand your team to meet demand.

Ready to Start Your Tour Business? Let’s Build It Together!

Starting your own tour business is so exciting and rewarding, but it requires a great deal of planning, effort, and passion. By following the insights shared in this guide, you can establish a solid foundation for your business and create unforgettable experiences for your clients. 

Remember, the most successful tour companies are those that offer unique, personalized experiences that cater to the needs and desires of their target audience.

Don’t forget to focus on building a strong brand identity, investing in the right tools, and understanding the importance of customer relationships. By incorporating the right blend of innovation, passion, and dedication, your tour business can not only survive but thrive in today’s competitive market. Dream big, stay focused, and embrace the adventure—because as Peter from Saco River Tubing said, "They will come!"

If you're ready to take the leap and start building a tour business, start off right by creating a custom website and SEO strategy with ResmarkWeb, and build your tours through Resmark Systems.  Let us be your partner and help you every step of the way. After all, we are tour operators too.  🤗