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...

In the world of tourism marketing, there’s no shortage of excuses. “We don’t have time.” “We don’t have the budget.” “We’re too busy running the business.” But here’s a truth that’s uncomfortable for many tour operators:  the single biggest difference between those who succeed and those who don’t… is effort. In this episode, we’re getting real. It’s not about tools or trends or tips — it’s ab...

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...

In the tourism industry, where competition is fierce and travellers are spoilt for choice, your  logo  isn’t just a design — it’s the face of your business. It’s often the first thing potential customers notice and the lasting impression they’ll take away. But here’s the challenge: creating a logo that  looks good  isn’t enough. It needs to  capture the essence of your bra...

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 ,...

In today’s business landscape, companies are investing more than ever in  corporate experiences  — from incentive travel and retreats to team-building activities and executive getaways. For tour operators, this growing demand represents a significant opportunity. Businesses are searching for partners who can deliver  unique, customised experiences  that strengthen company cultu...

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 Intelligen...

elcome to today’s episode, where we’re diving into one of the biggest mistakes tour operators make — and why it could be costing them bookings, visibility, and long-term growth. In the world of tourism, there’s a persistent myth that holds many businesses back: the belief that  marketing is a cost  — an expense to minimise whenever possible. But here’s the truth: marketing isn’t a cost a...

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&...

In this episode, we dive into the rising trend of  bleisure travel —where business meets leisure—and explore how tourism businesses can tap into this lucrative and growing segment. We break down what bleisure travellers are really looking for, from  business-friendly amenities  and flexible scheduling to relaxing, stress-busting experiences that help them make the most of their trip...

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 sea...

In this episode, we tackle one of the biggest headaches for tour operators:  last-minute cancellations  and  booking gaps . Using insights tailored for businesses like NW Passage, we explore how to turn these challenges into opportunities with practical, proactive strategies. From creating a  waitlist  and offering  last-minute deals , to implementing  flexible b...

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: se...

In this episode, we explore how  batch content creation  can be a game-changer for tourism businesses. Instead of scrambling to post every day, imagine creating a full month of content in just a few focused sessions. We break down how this method not only  saves time  but also boosts  consistency , enhances  brand trust , and helps you stay  ahead of the competit...

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 spec...

🎙️  Podcast Episode: Is Influencer Marketing Right for Your Tourism Business? In this episode, we dive into the world of  influencer marketing  and how it’s shaping the tourism industry. From Instagram takeovers to TikTok travel diaries, influencers are redefining how travellers discover new experiences. We explore why this approach works—think  visual storytelling , built-in&n...

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...

Who are you really marketing to? In this episode, we dive into the power of creating customer personas to sharpen your tourism marketing strategy. You’ll learn how to build fictional—but data-driven—profiles of your ideal travelers, like “Sarah the Adventure Seeker” or “John the Cultural Explorer,” and how these personas can transform the way you craft messaging, develop offers, and boost conversi...

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 Ad...

In today’s tourism landscape, content isn’t just marketing—it  is  the engine of growth. In this episode, we explore why content is your most powerful tool for driving discovery, building trust, and turning lookers into bookers. You’ll learn how SEO-optimized content helps travellers find you, why storytelling through blogs and videos forges real connections, and how educational resource...

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 wi...

In this episode, we walk you through a comprehensive, step-by-step guide to conducting a powerful competitor analysis that actually leads to actionable insights. Learn how to identify your direct and indirect competitors, dissect their offerings and pricing strategies, and evaluate their digital footprint—from websites to social media to advertising campaigns. We’ll also dive into analyzing custom...

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...

In this episode, we discuss how to effectively use social media marketing to promote your tour business without spending a fortune. Chris Torres shares strategies for leveraging platforms like Instagram, Facebook, and Twitter to build your brand and engage with your audience. We talk about the power of organic reach, creating shareable content, and using free tools to boost your social media prese...

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 sea...