How to Market a New Tour Company: The Essential Guide

So, you've decided to dip your toes into the exhilarating world of tour company ventures. Congratulations! Now, let's talk about how to make a splash in a sea of sameness.

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There are five stages in the process of marketing a new tour company you need to put work into to get this thing off of the ground. They are:

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1. Understand your market
2. Craft your unique story
3. Make your story accessible
4. Build the foundation for growth
5. Listen & adapt to travellers

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Let's go through them.

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Understand your market

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‍First things first. You absolutely must understand your market. Now, we're going to assume that at this stage you've done enough research to see the opportunity in the first place (hence why you decided to start the company). But to properly market it, there's elements of market research that are absolutely critical.

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Analyze competitor positioning & weaknesses

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‍A competitive analysis is a valuable tool for understanding how other tour companies are positioned in the market and where they may be falling short. Take a close look at your competitors' offerings, pricing strategies, marketing tactics, and customer reviews to identify gaps and opportunities for differentiation.

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By analyzing competitors' strengths and weaknesses, you can carve out a unique value proposition for your tour company and position yourself more effectively in the market.

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Research traveller preferences for your market

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‍Understanding what qualities travelers are searching for in tours is essential for tailoring your offerings to meet their needs and desires. Conduct thorough market research to identify trends, preferences, and pain points among your target audience.

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How? Explore search patterns in Google Trends, Google Ads, keyword planner, SEO tools like SEMrush, and Reddit.

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Are travelers seeking off-the-beaten-path adventures, cultural immersion experiences, or adrenaline-pumping activities? By gaining insights into traveler preferences, you can fine-tune your tour offerings and develop marketing messages that resonate with your audience.

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Craft your unique story

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Forget about blending in. Your tour company has a story to tell, and it's time to shout it from the rooftops (or at least from your website and social media channels). Whether it's the heartwarming tale of how your founders met on a backpacking adventure or the quirky origins of your company's name, let your story shine through and captivate your audience.

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Embrace imperfection

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‍Let's face it, nobody's perfect, and that's okay! Embrace the quirks and imperfections that make your tour company unique. Whether it's a mischievous tour guide with a penchant for dad jokes or a slightly off-kilter itinerary that takes travelers off the beaten path, authenticity is the name of the game.

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Be real, not fake

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‍In a world of glossy brochures and staged photo ops, authenticity is a breath of fresh air.

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Show your audience the real people behind the company—the passionate guides, the dedicated staff, and the quirky characters who make your tours unforgettable. Authenticity builds trust and forges genuine connections with travelers.

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Put faces to names

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‍Speaking of real people, it's time to shine the spotlight on your team. Let travelers get to know the faces behind the company—the guides who'll lead them on adventures, the drivers who'll navigate winding roads, and the office staff who'll ensure everything runs smoothly behind the scenes.

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People connect with people, so let your team's personalities shine through.

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Make the story accessible

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Now you need to make it easy for travellers to hear your story, in a way that's actually compelling. Here's the basics of what you need.

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Invest in a gorgeous website from day one

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‍Your website is often the first impression travelers will have of your tour company. That's why it's crucial to invest in a stunning, user-friendly website from the get-go.

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Think of your website as your virtual storefront—a place where travelers can learn about your tours, browse itineraries, and book their next adventure with ease.

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Invest in high-quality photography, compelling copywriting, and intuitive navigation to create an immersive online experience that leaves a lasting impression.

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You would be surprised how often this isn't followed. So many incredible companies out there have truly terrible websites, and they coast on reputation alone. Don't be that company. For four to five figures, you can get a gorgeous site that aids sales, not hinders it.

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Invest in videos

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‍In the age of short attention spans and scrolling feeds, videos are a powerful tool for capturing travelers' attention and showcasing the unique experiences your tour company has to offer.

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Invest in high-quality videos that highlight your destinations, activities, and the overall vibe of your tours. Whether it's stunning drone footage of scenic landscapes, action-packed adventure clips, or heartfelt testimonials from satisfied travelers, videos provide a dynamic and engaging way to connect with your audience and inspire them to book their next adventure with you.

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Say who your tours are for, and are NOT for

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Tell travelers both why your tour is perfect for them and why it might not be. Honesty is the best policy, and setting clear expectations upfront ensures that travelers know exactly what they're signing up for.

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Maybe your tour is a dream come true for adrenaline junkies but not for those seeking a relaxing getaway.

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Whatever the case, transparency is key.

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Be present on social channels that travellers use for research

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‍In today's digital age, travelers turn to social media platforms like Reddit, TikTok, YouTube, and Instagram to research destinations, seek travel inspiration, and discover new experiences. Make sure your tour company is present and active on these platforms to engage with travelers and showcase your offerings.

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Share captivating content, behind-the-scenes glimpses, and user-generated photos and videos to spark curiosity and inspire wanderlust. By being where your audience is, you can increase brand visibility, drive engagement, and attract potential customers.

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Build the foundation for growth

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Now you've got a snazzy website, a great story and beautiful social profiles. But is that enough to grow long term? No, and this step is absolutely critical and the one we see skipped most often.

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You absolutely must put the infrastructure in to capitalize on your new customers and grow your visibility from day one. Not day two, day one. Without this, you'll waste valuable feedback, slow your growth potential and hurt new sales.

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Gather testimonials like crazy

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‍Word of mouth is a tour company's best friend, so don't be shy about gathering testimonials early and often. Encourage travelers to share their experiences, whether it's through glowing reviews on your website, heartfelt testimonials on social media, or raving recommendations to friends and family. The more testimonials, the merrier!

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Explore local SEO opportunities

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‍When it comes to attracting travelers to your tour company, visibility is key. That's where local SEO (Search Engine Optimization) comes into play.

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By optimizing your website and content for local search terms, you can improve your chances of ranking higher in search engine results and attracting travelers who are actively seeking tours in your area.

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Explore opportunities to target niche keywords, create location-specific content, and claim your business listings on platforms like Google My Business to enhance your local SEO presence.

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Connect social profiles and website code to build audiences

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‍In today's interconnected world, seamless integration is essential for effective marketing. That's why it's crucial to connect all of your social media profiles and website code from day one.

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By integrating your website with social media platforms like Facebook, Instagram, and Twitter, you can streamline data sharing, track user interactions across platforms, and gain valuable insights into your audience's behavior. This unified approach allows for more targeted marketing campaigns, improved customer engagement, and enhanced brand visibility across channels.

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Invest in proper website analytics

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‍Proper website analytics are essential for understanding your customers, tracking their behavior, and optimizing your marketing efforts from day one. Invest in robust analytics tools like Google Analytics to gain insights into key metrics such as website traffic, user demographics, and conversion rates.

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By tracking user interactions, identifying patterns, and analyzing data trends, you can make informed decisions to improve your website performance, enhance user experience, and drive more bookings.

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Additionally, website analytics can provide valuable feedback on the effectiveness of your marketing campaigns, allowing you to refine your strategies and maximize ROI.

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Listen & adapt to travellers

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Congrats, you've survived long enough to have reviews! That's truly a big accomplishment. Now you have to be agile with your offerings and messaging to grow in the market.

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Become active on your local travel Reddit community

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‍Reddit isn't just a platform for memes and cat videos—it's also a treasure trove of travel enthusiasts eager to share tips, recommendations, and experiences. Get active on Reddit's travel communities, such as r/travel and r/solotravel, and engage with travelers seeking advice and inspiration for their next trip.

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Share valuable insights, answer questions, and participate in discussions to establish your tour company as a trusted authority in the travel space.

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By building relationships and fostering community engagement on Reddit, you can expand your reach, attract new customers, and grow your tour company's presence in the travel industry.

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Listen to your reviews and your competitors

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‍Take note of your reviews, and regularly check those of your competitors. If you're coding-inclined, create a web scraper for competitor profiles and sites that automatically capture new ones. Look for patterns in both positive and negative reviews.

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Do a gut check and see if they apply to your company to. If they do, make sure that you're aligned with the positive ones and not including the elements of the negative ones. Repeat forever, because you can never stop learning from reviews.

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Invest in these key areas of your launch and you can elevate your tour company's brand, attract travelers, and carve out a niche in the competitive tour space in your area. These take lots of work, but they set the foundation for future growth and your future self will thank you a million times over.

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And if you need help with any of it, your friendly and extremely experienced travel marketing friends can help :)