Tour Operator Growth Podcast
The Tour Operator Growth Podcast is for tour and activity business owners who feel overwhelmed by juggling everything and wonder why growth feels harder than it should. It addresses the reality that many tour businesses struggle not because the experience isn't good, but because the business outgrows its systems. The podcast shares lessons, frameworks, and insights from helping hundreds of tour operators simplify their business, get more consistent bookings, and regain control. Topics include feeling stuck, overwhelmed, hitting growth ceilings, relying too much on OTAs, and knowing what to fix first.
Episodes
What Tour Operators Should Stop Doing in 2027?
Tour operator marketing is changing fast. Here are seven things tour and activity operators should stop doing in 2027, covering SEO, AI search, Google Ads, Meta ads, and social.Two months left in 2026. Before you carry your old playbook into next year, Nikki walks through what stopped working and what to do instead.Seven things to stop doing in 2027:1. Stop building SEO around getting the click. B
How Much Should You Spend on Marketing and Booking Software?
How much should you be spending on marketing? And on your booking software?Scott Riddell talks with tour operators every day, and price is the question he hears most. In this episode, Nikki and Greg ask him to answer it for the whole industry, not just for Resmark.Scott gives the number most operators want (5 to 10 percent of revenue) then explains why the percentage matters far less than what tha
How One Client Grew Revenue 80% With Less Traffic
Everyone thinks they need more traffic. Most operators actually have a conversion problem, and fixing it is the cheapest growth you can get.In this episode, Nikki and Greg pull back the curtain on two of ResmarkWeb's newest programs: our Conversion Engine (CRO) and our Coaching program. We break down real client results (including a $700K increase in online sales and an 80% jump in revenue, b
AI That Actually Knows Your Tour Business with Kelsey Tonner
Most tour operators using AI are getting generic, mediocre results, and the fix isn't a better prompt. It's better context. In this episode of the Tour Operator Growth Podcast, Nikki sits down with Kelsey Tonner, founder of Guest Focus, who has coached thousands of tour operators since 2015.Kelsey breaks down the levels of AI use he sees across the industry, from uploading files into a s
How to Choose Booking Software That Fits How You Actually Operate, with Devin Spann
Every booking platform looks great in the demo, so how do you find the one that won't fall apart at real volume? In this episode of the Tour Operator Growth Podcast, Nikki and Greg sit down with Devin Spann, who spent years on Resmark's product side turning operator feedback into features. This isn't a product demo or a pitch to switch. It's a framework for pressure testing any
How Travelers Actually Compare Tour Companies
Would you rather book the tour with 219 reviews at 4.7 stars, or the one with 12 reviews at a perfect 5.0? In this episode of the Tour Operator Growth Podcast, Nikki and Greg play a round of "would you rather" with real booking scenarios, then pull back the curtain on the buyer psychology behind every choice. It's a fun, honest look at how two very different travelers actually decid
When Should I Start Planning My Exit, and What Will I Get for My Outfit? with Pat Tabor
Almost nobody in this industry plans for it until it's too late: how to step back from, hand off, or sell the business you've spent your life building. In this episode of the Tour Operator Growth Podcast, Nikki and Greg sit down with Pat Tabor, founder of Swan Mountain Outfitters and Swan Mountain Consulting Group. Pat spent nearly 30 years at consulting firm RSM, where he led their nati
How Tour Operators Should Optimize Their Google Business Profile
Most operators use only about 30% of what Google gives them, and your Google Business Profile is often the first thing a traveler sees before they book. In this episode of the Tour Operator Growth Podcast, Nikki and Greg break down how to turn your profile from a static directory listing into a mini landing page that actually drives bookings, plus the features almost nobody is using.What you'
Why Most Tour Operators Get GA4 Wrong
Do you actually know what's driving your bookings? Not "traffic is up," but which channel, which page, which campaign? In this episode of the Tour Operator Growth Podcast, Nikki and Greg dig into Google Analytics 4 and why having it installed is not the same as having it set up right. They cover what GA4 should really be telling you, the events worth tracking, and the simple setup s
Should Tour Operators Still Blog in the Age of AI?
If AI is handing travelers the answers before they ever reach your website, why would any tour operator still bother blogging? In this episode of the Tour Operator Growth Podcast, Nikki and Greg make the case that content matters more now than ever. They break down where blogging fits in the dreaming and planning stages of the Resmark Growth Engine, why AI and Google both reward firsthand expertis
The Lifetime-Value Playbook: Repeat Bookings, Referrals, Merch & UGC
A happy guest who walks away with just a memory is a marketing opportunity that didn't compound. The operators winning right now turn one trip into repeat bookings, referrals, walking billboards, and content that sells future trips.In this episode of the Tour Operator Growth Podcast, Nikki and Greg close out the Sharing stage of the Resmark Growth Engine with a deep dive into lifetime value.
How to Build a Review Engine Guests Actually Want to Use
90% of travelers read reviews before booking, yet most great trips never turn into a single review. Why? Timing.In this episode of the Tour Operator Growth Podcast, Nikki and Greg open the Sharing stage of the Resmark Growth Engine and break down how to build a review system guests actually want to use. They dig into the 24 to 72 hour window when guest excitement peaks, how to set up an automated
When Guests Show Up: The Trip Experience That Sells Itself
What actually makes a guest remember a tour for years after it ends?In this episode of the Tour Operator Growth Podcast, we break down the part of the customer journey that matters most: the actual experience itself. From guides who create unforgettable moments to small details that turn guests into lifelong fans, we explore why the best operators do not leave great experiences to chance. They bui
Between Booking and Trip Day — The Pre-Trip Experience That Wins Reviews
Did you know that most guest satisfaction is shaped before the trip even begins?In this episode of the Tour Operator Growth Podcast, we break down the often-overlooked part of the customer journey that happens between booking day and trip day. This is the window where guests either become more excited and confident about their purchase… or start second-guessing whether they made the right decision
Building an Adventure Tour Company People Come Back To for 20 Years with Dan Oberlatz of Alaska Alpine Adventures
What makes a tour feel truly transformational? And how do you build an experience guests never stop talking about?In this episode, Nikki sits down with Dan Oberlatz, founder of Alaska Alpine Adventures, to talk about building one of Alaska’s most respected wilderness adventure companies over the last 28 years.Dan shares how Alaska Alpine grew from a single guest and a Backpacker Magazine ad into a
Build a Checkout Flow That Actually Closes the Sale
You did the hard work — they clicked Book Now. So why are so many of them dropping off before they finish? In Part 2 of the Booking Stage, Nikki, Greg, and Brandon Lake dig into what happens after the click: the checkout flow, mobile experience, upsells, and the small friction points quietly costing tour operators bookings every day.We talk through how many steps your booking process should really
3 Tour Page Fixes That Drive More Bookings
Your tour pages are the 15-second preview that decides whether a visitor becomes a booking or bounces. In this episode, Nikki and Greg are joined by returning guest Brandon Lake to kick off the Booking Stage of the Resmark Growth Engine, starting with the product page itself.We break down why most tour operator sites convert at just 1–3%, the trust markers and copy that need to live above the fold
Why Tour Operators Lose Bookings Without Clarity
What actually makes someone choose your tour over everyone else?In this episode, we bring on Katja from the Resmark team, who works hands-on with tour operators every day, to break down what’s really happening in the Planning stage. We get into why so many potential guests open multiple tabs, feel overwhelmed, and leave, and how a lack of clarity is usually the reason. From a traveler’s perspectiv
Why the Best Tour Marketing Feels Like a Conversation
Most tour operators focus on looking professional.But that’s not always what makes you stand out when every option looks good.In this episode, we sit down with Stephanie from Sunny Cove Kayaking, an operator with nearly two decades of experience in Alaska, to break down what actually makes guests choose one tour over another.Her approach is simple but powerful. She writes her website like she’s ta
How Retargeting Ads Bring Tour Guests Back to Book
You’re already getting traffic to your website. The problem is most of those visitors leave and never come back.In this episode, we break down how retargeting ads help tour operators stay in front of those potential guests and turn missed opportunities into actual bookings. Most people do not book on their first visit, and without a follow up system, they are gone. You’ll learn:What remarketing ad
Lead Nurturing & Ongoing Emails: How Tour Operators Turn Leads Into Bookings
You’re already getting leads. People are visiting your website, downloading your guides, and checking availability. But most of them never book because there is no real follow-up system in place.In this episode, we break down how to turn those warm leads into actual bookings using simple, automated email nurturing. This is one of the highest impact systems you can build to stay top of mind, build
How Lead Magnets Turn Traffic Into Bookings
Most travelers don’t book the first time they visit your website. So what happens when they leave? In this episode, we break down how tour operators can capture leads, stay top of mind, and turn lost traffic into future bookings using powerful lead magnets.You’ll learn how to create high-value offers that people actually want, where to place them on your website, and how to follow up with email se
Why Your Website Isn’t Converting (And How to Fix It)
Most tour operators think they need more traffic. But what if the real problem is your website isn’t converting the traffic you already have? In this episode of The Tour Operator Growth Podcast, we break down how to turn your website into a booking machine by focusing on conversion rate optimization, not just design or SEO.You’ll learn how small changes in clarity, trust, and user experience can d
Inside Your Ideal Customer’s Mind: Why Tours Get Booked
Most tour operators think about marketing from their own perspective. But what actually happens inside the mind of a traveler when they start dreaming about a trip?In this episode of the Tour Operator Growth Podcast, we flip the perspective and hear directly from a real traveler. Corey Jay, Marketing Director at Zebulon, joins us to walk through how she actually discovers, researches, and decides
How Tour Operators Build Marketing That Works for Decades
Grand Canyon Expeditions has been guiding trips through the canyon since 1964. Over the years, their marketing has evolved from print ads and travel shows to SEO, social media, and digital campaigns.In this episode of the Tour Operator Growth Podcast, we sit down with Allison Carlin, Marketing Director at Grand Canyon Expeditions, to talk about how tour operators can build marketing that works not
How to Use OTAs Without Letting Them Run Your Business with Expedition Kanab
Are OTAs helping your tour business grow or taking control of your bookings?In this episode of the Tour Operator Growth Podcast, we talk with Rhees Jackson, owner of Expedition Kanab in Southern Utah, about how he uses OTAs without relying on them.Today, less than 5% of his bookings come from OTAs. Most come from SEO, Google Ads, social media, and direct marketing. We break down how he made that s
Why Most Tour Operators Ignore Local Partners with Josh Oakes
Many tour operators rely heavily on OTAs or website bookings and overlook one of the most powerful growth channels available to them: local partnerships and reseller networks.In this episode of the Tour Operator Growth Podcast, we sit down with Josh Oakes of The Sunshine Tribe, a former tour operator who built and sold a multi-million-dollar tour company and now helps tourism businesses grow throu
Why Social Media Is Critical for Tour Operators
Social media is not just a place to post photos. For tour operators, it is one of the most powerful tools in the Dreaming Stage of the Growth Engine.In this episode of the Tour Operator Growth Podcast, we break down why social media matters more than ever for tour and activity businesses. You are not just competing with other tour companies. You are competing with cat videos, workout tips, and eve
Paid Ads for Tour Operators: When to Use Them (and When Not To)
Paid ads can help you grow faster or waste money very quickly.In this episode of the Tour Operator Growth Podcast, we break down how paid ads actually work for tour operators and why they often feel risky or unpredictable.This conversation sits in the Dreaming stage of the Growth Engine, where potential guests are discovering options and starting to form trust. Paid ads show up early in that journ
Why SEO Is the Foundation of Tour Business Growth
SEO is not a tactic. It is the foundation of how guests find you.Before someone is ready to book a tour, they are dreaming. They are researching destinations, exploring options, and gathering ideas. If your business does not show up in that moment, you are invisible.In this episode of the Tour Operator Growth Podcast, we break down why SEO sits at the very beginning of the Growth Engine and why it
The 5 Stages Every Tour Business Must Build to Grow with Brandon Lake
Most tour operators try to grow by fixing random problems as they pop up.More ads. A new booking tool. Better reviews. Maybe SEO next.The problem is not effort. It’s structure.In this episode of the Tour Operator Growth Podcast, we’re joined by Brandon Lake, founder of Resmark Systems, WaiverSign, and ResmarkWeb.Brandon also helps operate Western River Expeditions and Moab Adventure Center, two of
What the AI Buying Journey Looks Like for Tour Customers Today
AI is no longer just a backend tool. It is quickly becoming one of the first places guests go when planning a tour.In this episode, we look at the buying journey from the customer’s perspective and break down how AI fits into tour research, comparison, and decision-making.We share real examples of how travelers use tools like ChatGPT and Google’s AI results, how they move between AI, websites, rev
Why Tour Operators Need to Be Everywhere Their Guests Are
Most tour bookings do not come from one place, and that is exactly where many tour operators get stuck.Guests discover tours across Google, review sites, OTAs, social media, AI tools, email, and even offline channels like brochures and hotels. If you are only focused on one channel, you are likely missing bookings you never even see.In this first episode of The Tour Operator Growth Podcast, we bre
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