With more tour operators racing for attention and major shifts occurring in traveler behaviour, standing out requires more than just offering great tours (though that's certainly essential).
Success in the travel and tourism space depends on how well different aspects of your business work together from your positioning in the market and guest experience design to your digital presence. Understanding how these elements interact to create exceptional experiences is key to strategically positioning your business.
Sometimes, the smallest adjustments in areas you might not expect, like how you communicate with clients or document their experiences, can have a surprising impact on guest satisfaction and business growth.
In our latest Smiler Insights video, we reveal the five core elements that separate market leaders from the rest.
We explore how market positioning shapes your ability to stand out, why guest experience is the ultimate factor in driving long-term success, and more. We'll also dive into the operational foundations that keep top tour businesses running smoothly and the often-overlooked power of post-tour engagement to drive repeat customers and word-of-mouth referrals.
Consider your market position as your compass. Without it, you risk blending into the sea of tour operators. The most successful companies don’t only offer tours, they strive to create distinctive experiences tailored to their audience.
To understand where you stand, start by analysing your competitors. What makes them different? How do they attract guests? If you find yourself offering a similar experience at a similar price point, you risk being just another name in the crowd. Many tour operators believe that lowering prices will give them an edge, but this strategy is often a short-term fix. The moment a competitor undercuts you, the cycle continues.
💡Instead of competing solely on price, focus on adding unique value that’s difficult to replicate. This could be anything from crafting a distinct storytelling approach, integrating exclusive experiences, or creating a strong social media identity. Keep refining your positioning—because the market never stays still, and neither should you.
If you'd like to learn more about what value-added services are and how to leverage them, download your free ebook by clicking here.
No matter how strong your marketing is, if the experience itself falls flat, guests won’t return (and worse, they’ll tell others to avoid your tours).
One of the most important aspects of guest experience is personalisation. Not all travelers have the same interests and a one-size-fits-all approach no longer works, especially with the younger audiences.
Finding ways to tailor your tours to different groups whether it’s through interactive activities, surprise elements, or flexible itineraries can make a huge impact.
Another important aspect is ensuring your tours are shareable. Modern travelers, particularly Gen Z, value experiences they can capture and post online.
Long before a guest steps foot on your tour, they’ve already formed an impression of your business online. Your website, social media, and reviews all shape how potential guests perceive your brand.
The travel industry has been digital-first for years, but many tour operators still treat their online presence as an afterthought. A poorly maintained website, inauthentic social media accounts, or staged photos on product listings can instantly turn potential guests away.
Perhaps most importantly, reviews make or break trust. Guests rely on feedback from others to determine whether your experience is worth their time and money. That’s why actively encouraging reviews is crucial. If your competitors have a steady stream of glowing reviews and your presence is sparse, potential customers will hesitate.
Behind every smooth, enjoyable tour is a well-structured operation that makes it possible. Guests rarely see the logistics behind a tour but they can immediately notice when something goes wrong.
One of the biggest differentiators between struggling and thriving operators is automation. Smart businesses use technology to streamline operations whether it’s through automated email confirmations, dynamic pricing adjustments, or AI-driven customer insights.
When everything works seamlessly in the background, guests can focus on enjoying their experience rather than dealing with confusion or delays.
Many tour operators consider a tour "completed" once the guests leave. But the best businesses know that a finished tour is an opportunity to build a long-term relationship.
Guests who have had a great experience are your best marketers. They’re the ones who will book with you again, recommend you to friends, and leave glowing reviews... But how do you stay engaged with them?
Most businesses stop at a simple thank-you email, but there’s so much more you can do. Personalized follow-ups with tour highlights, future tour recommendations, or special discounts for returning guests keep your brand top of mind.
This audit is all about helping you discover opportunities you might not have considered.
The assessment covers five key areas we've explored earlier. Each section helps you reflect on different aspects of your operation through:
What sets this assessment apart is its foundation in real-world data and experience. At Smiler, we’ve worked closely with thousands of travelers and partnered with major OTAs, giving us a unique window into the world of tour operators—your challenges, priorities, and what truly makes a difference in getting bookings.
How the Audit Works
Having observed thousands of successful tour operations, we understand the nuances that separate thriving businesses from those that struggle to scale. In just 10 minutes, you’ll gain a clear data-driven assessment of where your business stands, along with practical insights delivered straight to your inbox.
The Tour Operator Market Competitiveness Audit is a free resource designed to help tour operators. All insights and recommendations are based on industry best practices and proven success factors.
