Lookers into Bookers, The Tourism Marketing Podcast

For tour operators, a website isn’t just a digital business card — it’s your shop window to the world. It’s where potential travellers discover your tours, engage with your brand, and make the decision to book.But here’s the big question: should you own your website, or rely on third-party platforms like Wix, Squarespace, or FareHarbor?In this episode, we’ll explore why owning your website is more than just a technical choice — it’s a strategic decisionthat impacts visibility, flexibility, and long-term growth.

In today’s competitive travel industry, offering amazing tours isn’t always enough to stand out. Tour operators are competing not just for bookings, but for trust and attention.One powerful way to elevate a brand and position yourself as an authority is by writing and self-publishing a book. Whether it’s a guide to your destination, a behind-the-scenes look at the travel industry, or the personal story behind your business, a book can transform the way travellers see your brand.In this episode, we’ll explore why self-publishing a book can be a game-changer for tour operators — from establishing credibility and growing an audience to driving bookings and building long-term brand value.

Creating content can feel overwhelming when running a tour business. There are social media posts to plan, blog articles to write, emails to send — all while managing bookings, customers, and day-to-day operations.And sometimes, the hardest part isn’t the writing itself… it’s finding ideas worth sharing.In this episode, we’ll explore practical strategies to overcome creative block, tap into storytelling opportunities, and generate fresh content ideas that connect with your audience — without feeling stuck staring at a blank screen.

In today’s fast-changing tourism industry, digital marketing has become the driving force behind attracting new travellers, building loyalty, and growing a successful tour business.But for many operators — especially small to medium-sized businesses — keeping up with trends, creating engaging content, and reaching the right audience can feel overwhelming.This is where Artificial Intelligence is starting to change the game.AI is transforming how tour operators approach digital marketing — making campaigns smarter, more efficient, and personalised than ever before.In this episode, we’ll explore how AI tools can help tour operators elevate their marketing, improve customer engagement, and grow bookings — without adding extra strain on time or resources.

In this episode, we explore how to successfully market your tourism business to multigenerational families—a growing and often overlooked travel segment that includes everyone from toddlers to grandparents.Based on insights from Marketing to Multigenerational Families: Tips and Trends by Chris Torres, we break down how to meet the diverse needs of these groups with flexible packages, custom itineraries, and shared experiences that everyone can enjoy. You’ll also learn how to engage multiple decision-makers, use inclusive family-friendly imagery, and create offers that appeal to different age groups—all while keeping comfort, safety, and convenience at the forefront.🎧 If you want to reach larger family groups, boost bookings, and deliver unforgettable group experiences, this episode gives you the tools and trends to make it happen.

In this episode, we explore smart, strategic ways to tackle one of tourism’s biggest challenges: seasonality. Based on insights from How to Manage Seasonality in Tourism Marketing by Chris Torres, we break down a practical framework for managing fluctuating demand without losing momentum.You’ll learn how to segment your marketing for peak, shoulder, and off-peak seasons, highlight the hidden gems of off-season travel, and craft seasonal content and promotions that keep your audience engaged all year. We also cover ways to diversify your offerings, build customer loyalty, and use data-driven insights to make smarter decisions around shifting demand.🎧 If the ups and downs of the tourism calendar are keeping your business on edge, this episode will help you plan ahead, stay relevant, and grow sustainably—no matter the season.

In this episode, we take a deep dive into building a referral programme that actually drives bookings. Referrals aren’t just word-of-mouth—they’re one of the most powerful and cost-effective marketing tools in tourism, helping you attract high-quality customers who already trust your brand.We’ll walk you through the key ingredients of a successful programme: setting clear goals, choosing the right incentives, making the process effortless for your customers, and promoting it across your channels. You’ll also learn how to track results and encourage repeat referrals for ongoing growth and loyalty.🎧 If you’re looking for a low-cost, high-impact way to generate bookings and turn happy customers into your best marketers, this episode is your blueprint.

In this episode, we break down a step-by-step lead generation strategy designed specifically for tour and activity operators. It’s not just about getting more website visitors—it’s about turning that interest into real bookings.We’ll cover how to define your ideal customer using detailed personas, create irresistible lead magnets like destination guides or special offers, and build a website that’s primed for conversion. You’ll also hear how to drive targeted traffic using paid ads and social media, and why email marketing is still king when it comes to nurturing those leads into loyal customers.Plus, we dig into the importance of tracking your efforts so you’re not just generating leads—you’re generating the rightones.🎧 Whether you’re just starting out or looking to tighten up your funnel, this episode is packed with actionable advice to help your tourism business grow.

In this episode, we dive into the world of paid advertising for tourism businesses — and how to use it to truly move the needle. If you’re still relying on organic reach alone, you’re likely leaving bookings on the table. We break down a step-by-step approach to getting the most from your ad spend, starting with how to build customer personas that actually guide your campaigns.You’ll learn how to:Choose the right ad platforms (Google, Meta, Instagram, and more)Craft visuals and messaging that grab attention and drive actionTarget the right audience with pinpoint accuracyTrack what matters and tweak for better ROIWhether you’re just starting out or looking to scale, this episode gives you the roadmap to run ads that work — not just drain your budget.

Think LinkedIn isn’t for tour operators? Think again. In this episode, we uncover how to turn LinkedIn into a powerful marketing and networking tool for your tourism business. Learn how to position yourself as an industry expert, attract corporate group bookings, and build partnerships with complementary businesses. We’ll cover strategies for creating valuable content, running targeted LinkedIn Ads, and engaging with your audience to showcase your unique value proposition. Plus, discover how networking with industry influencers can boost your credibility and expand your reach. If you’re ready to move beyond traditional travel platforms, this episode is your LinkedIn playbook.

Your brand is more than just a logo—it’s the heart of your business. In this episode, we explore what it really takes to build a tour business brand that stands the test of time. You’ll learn how to define your unique value proposition, connect deeply with your ideal audience, and maintain consistency across every touchpoint. We’ll cover designing a logo that lasts, creating emotional resonance with your customers, and—most importantly—delivering unforgettable experiences that live up to your brand’s promise. If you want your brand to be authentic, adaptable, and trusted for years to come, this episode is for you.

In this episode, we explore the myths and misconceptions surrounding artificial intelligence (AI) and how it applies to the tourism and tour operator industry. Chris Torres debunks common AI myths and explains how AI can be a powerful tool for improving customer experience, streamlining operations, and enhancing marketing efforts. If you’re curious about how AI can benefit your tour business, this episode offers valuable insights and clears up confusion about the technology.

In this episode, we dive into the importance of optimizing your Google My Business profile to attract more local customers. Chris Torres explains how to make your profile stand out, including how to manage reviews, optimize your business information, and use Google Posts to engage with your audience. Learn how improving your Google My Business profile can help increase your visibility in local searches and drive more bookings for your tours.