Tour Operator Growth Podcast

Epizody

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  How Tour Operators Should Optimize Their Google Business Profile 20.07.2026 25min

  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'll learn: - The foundation that matters most: NAP consistency, the right categories, services...
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  Why Most Tour Operators Get GA4 Wrong 14.07.2026 23min

  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 steps that connect a single visit straight through to a booking. What you'll learn: - Why default GA4 (page view...
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  Should Tour Operators Still Blog in the Age of AI? 07.07.2026 35min

  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 expertise, and how to build a content engine that's actually sustainable instead of writing five posts an...
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  The Lifetime-Value Playbook: Repeat Bookings, Referrals, Merch & UGC 30.06.2026 28min

  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. Using the Savannah Bananas and their fan-first mindset as a model, they make the case that any operat...
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  How to Build a Review Engine Guests Actually Want to Use 23.06.2026 34min

  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 SMS and email review sequence that feels personal, where to send guests to leave reviews, and ho...
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  When Guests Show Up: The Trip Experience That Sells Itself 16.06.2026 26min

  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 build systems around them. Greg and Nikki share real stories from rafting expeditions, Kilimanjar...
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  Between Booking and Trip Day — The Pre-Trip Experience That Wins Reviews 09.06.2026 30min

  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. Greg and Nikki unpack how confirmation emails, post-purchase communication, real-time update...
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  Building an Adventure Tour Company People Come Back To for 20 Years with Dan Oberlatz of Alaska Alpine Adventures 02.06.2026 39min

  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 thriving adventure travel business serving more than 400 guests a year. They dive into attra...
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  Build a Checkout Flow That Actually Closes the Sale 26.05.2026 49min

  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 have, the calendar and form mistakes that send visitors to a competitor, why mobile-first matte...
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  3 Tour Page Fixes That Drive More Bookings 19.05.2026 40min

  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, and how to write tour descriptions that speak to your ideal customer instead of yourself. Plus...
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  Why Tour Operators Lose Bookings Without Clarity 12.05.2026 38min

  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 perspective and real client experience, we talk about what builds trust, what makes your experienc...
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  Why the Best Tour Marketing Feels Like a Conversation 05.05.2026 32min

  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 talking to a friend. Her emails feel like real updates, not promotions. And that personal ton...
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  How Retargeting Ads Bring Tour Guests Back to Book 28.04.2026 27min

  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 ads are and how they workWho you should be retargeting first What to say in your ads t...
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  Lead Nurturing & Ongoing Emails: How Tour Operators Turn Leads Into Bookings 21.04.2026 28min

  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 trust, and guide people toward booking. You’ll learn: - What to send after someone downloads a...
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  How Lead Magnets Turn Traffic Into Bookings 14.04.2026 39min

  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 sequences that drive conversions over time. If you’re getting traffic but not capturing it, this e...
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  Why Your Website Isn’t Converting (And How to Fix It) 07.04.2026 44min

  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 dramatically increase bookings and revenue without increasing traffic. If you’re getting visitor...
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  Inside Your Ideal Customer’s Mind: Why Tours Get Booked 31.03.2026 32min

  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 to book tours and experiences. Corey works with tour operators professionally, but she’s also ...
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  How Tour Operators Build Marketing That Works for Decades 24.03.2026 37min

  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 just for a season, but for decades. We discuss how their team combines referrals, SEO, social m...
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  How to Use OTAs Without Letting Them Run Your Business with Expedition Kanab 17.03.2026 33min

  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 shift, why he still keeps OTA listings active, and what tour operators should understan...
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  Why Most Tour Operators Ignore Local Partners with Josh Oakes 10.03.2026 40min

  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 through smarter systems and partnerships. Josh shares why most operators ignore reseller relationsh...