How Tour Companies & Marketplaces Can Attract Travelers & Tour Guides
A new view of the global tours market is evolving. Tour companies, tour guides, and tour marketplaces are awakening to the realization that tour quality itself is central to the fulfilling travel experiences that travelers want.
And customized, personalized tours may work well in the context of trip planning and encouraging travels to get out of the conservative cost cutting state of mind — to acquire the sophisticated, fulfilling trip they actually want. So in this new “tour rising” theme, there are opportunities to win customers, grow value propositions, and earn more revenue.
The OTAs remain focused on flights, hotel rooms, rental cars but have built new products that feature tours. These big companies (e.g., Expedia, Airbnb) don’t present or organize tour experiences well, although they try to leverage tours, to sell their trips. So the ball is back in the tour company’s court to develop customized or personalized tours — including luxury tours to take control of their market. The issue is that they may not be creating sufficient reach to travelers nor reaching tour guides around the world to work with them. The OTAs own and control everything and crumbs are left on the table.
In the past, a tour was a trip add-on or afterthought to a vacation but now, today’s travelers consider it the penultimate part of their trip. And these aren’t your grandfather’s tours — they’re evolving and tour companies have a way to capture an intensely loyal and inspired customer base — to sell deeper, more immersive upscale tours (and perhaps all other aspects of their trip as a full-fledged travel agency).
Old Tour Business Model Wastes Opportunity
In the past, tour marketplaces suffered from a weak business model that relied on commissions on volumes of low-priced tours. Yet, now tours increasingly are customized (i.e., luxury travelers), offering greater value that may include food, accommodations, venue tickets, transportation, and expert advisory services. The potential of course, is to build in more of the high-margin elements and creating more earning opportunities for their cherished tour guides.
A general, standard undifferentiated group tour isn’t of much interest. Instead, tour-goers today prefer an experience with people like themselves and to immerse themselves in the history, cuisine, art, music, festivals, celebrations, and cultural interaction of a destination. And it’s becoming more about the how of the adventure than the what. They find the the mood, enjoyment and interaction that surrounds the places they’re visiting a key part of their decision-making process. When tours include food, wine, hikes, and discourse that makes people feel social and yet comfortable, that becomes the most rewarding and memorable part of the tour.
Experience Generally Comes to Mean Social Experience
Even the epic features of the Grand Canyon, Yosemite Park, New York City, Tianmen Mountain, Machu Picchu, or the Serengeti become significant only in the presence of new friends and a great tour guide enjoyed as a together experience providing conversation, laughter, sharing, and being personable. This vision will generate more tour bookings online than images of the destination.
I beleive the tour will become the pinnacle of travel and determine accommodations, dining, transportation, and venue choices. Expert tour guides will be influential in shaping traveler’s choices in the complete vacation.
There’s an Endless Array of Features to Include in a Tour
Growing evidence that travelers are increasingly prioritizing learning, immersion, and social connection over traditional sightseeing or passive vacations. It’s a shift in perspective and preference reflecting broader trends in consumer behavior, particularly among younger generations (Millennials and Gen Z). They’re noted as seeking more personally meaningful, transformative, and shareable experiences. Tour companies can build in more via guides or create their own featured tours at premium prices. And it’s more in the sense of fully satisfying the wishes of travelers.
Here’s some evidence supporting the theory that Tours are rising in the travel hierarchy:
1. Rise of Experiential Travel
• A 2023 Booking.com report found that 56% of travelers want to spend their vacations learning new skills (e.g., cooking classes, language immersion, artisan workshops).
• Airbnb’s “Experiences” https://www.airbnb.com/s/experiences saw rapid growth, with travelers booking cultural immersions (e.g., tea ceremonies in Kyoto, street art tours in Berlin) rather than short-term accommodations alone.
2. Demand for Local & Authentic Engagement
• Skift’s 2024 Global Travel Trends Report highlights that “deep travel” (slow, immersive trips) is replacing checklist tourism.
• 72% of travelers (per Expedia’s 2023 data) prefer tours led by locals who can provide insider knowledge.
3. Social & Community-Driven Travel
• Group tours with a focus on shared learning (e.g., Contiki, G Adventures, Intrepid Travel) are booming, especially among solo travelers seeking social connections.
• Festival tourism (e.g., music concerts, food tasting, wellness retreats) blends travel with communal experiences—Eventbrite reported a 40% increase in travel-related event bookings since 2022.
4. Educational & Skill-Based Tourism
• UNWTO data (2023) shows growth in “knowledge tourism”—travelers visiting destinations specifically for workshops (e.g., photography in Iceland, flamenco dancing in Spain).
• Companies like MasterClass and Atlas Obscura now offer travel packages tied to expert-led learning.
5. Decline of Traditional Mass Tourism
• Overtourism backlash (e.g., Venice, Bali) has pushed travelers toward small-group, impact-focused tours that emphasize cultural exchange over superficial visits.
The Tour Sells the Whole Trip
As you can see, the above is exciting and compelling. Whereas, hotels, flights, meals, venues and everything else have become standardized and commoditized. They pale against the rewards of the tour experience itself has risen as the star experience of the travel adventure. It’s becoming a part of the core value proposition, even as the reason travelers are traveling, especially for those who have “been there, done that.” Because now, they can hire personalized tours with true experts in the local region helping them feel immersed in their joy of travel.
The expert tour guide makes the tour more personable, bringing the tourist to the things they’re interested in or delight them. A great tour can bring travelers back for another visit to a place they would otherwise have not returned to.
Travelers want this immersive experience from a trusted, credible source who is adept at leading an amazing, interesting tour. In some cases, the guide can help pre-plan their entire journey so they get the best and avoid the worst. And travelers fear bad experiences with extra cost and time wasted. The guide becomes a form of insurance and a trusted source of the very best travel adventure.
Tour Businesses are Flourishing
GetyourGuide, TourRadar and other companies including OTAs are enjoying big business success due to the rising pre-eminence of tour experiences. These companies see themselves as premier travel companies and some have even become full-fledged travel companies, competing with Expedia, Travelocity and other OTAs. When a company establishes brand preference with their customers, they open the door to sell them much more.
Those tour companies that reach the most tourists and tour guides and present their value proposition/tours best, might enjoy strong leads and bookings.
Let’s take a brief look at the demand for tours:
1. Market Size & Growth Projections
• The global tour operator market was valued at $156.5 billion in 2023 and is expected to grow at a CAGR of 5.8% from 2024 to 2030, reaching $230 billion+ by 2030 (Grand View Research).
• Adventure tourism, a key segment, is growing at 15-20% annually (Adventure Travel Trade Association).
2. Post-Pandemic Recovery
• International tourist arrivals reached 88% of pre-pandemic levels in 2023 (UNWTO).
• Domestic tourism has surged, with 70% of travelers preferring local or regional trips (McKinsey).
3. Key Growth Drivers
• Experiential & Sustainable Travel: Over 60% of travelers seek unique, eco-friendly tours (Booking.com).
• Technology & Online Bookings: 80% of tours are now booked online, with platforms like Viator, GetYourGuide, and Airbnb Experiences leading the way.
• Millennials & Gen Z: These groups prioritize small-group tours, cultural immersion, and Instagram-worthy experiences.
4. Regional Insights
• Asia-Pacific: Fastest-growing region (CAGR 7.2%), led by China, India, and Southeast Asia.
• Europe: Largest market (35% share), with strong demand for cultural and culinary tours.
• North America: Growth in outdoor/adventure tours (e.g., U.S. National Parks, Alaska).
5. Future Trends
• AI & Personalization: AI-driven tour recommendations are increasing bookings by 20-30% (Phocuswright).
• Bleisure (Business + Leisure): More corporate travelers extend trips for tourism.
• Niche Tours: Demand for food tours, wellness retreats, and dark tourism is rising.
Today, 3 factors determine access for tour companies to these audiences: funding for SEO/Content creation and advertising to reach audiences, and content strategy for impact/engagement/persuasion. The smaller the tour company, the greater the need for skilled SEO and content strategy to compete against industry leaders such as Gtravel, Get Your Guide, Viator and Tour Radar.
Tour Agencies and Tour Marketplaces
At the same time, independent tour guides and small operators are looking for platforms that can help them reach more customers without heavy marketing costs.
For tour marketplaces and companies, a strong content strategy, travel SEO, and lively social media presence can be the bridge that connects travelers with high-quality tour guides. But how exactly can content fulfill the needs of both audiences—tour seekers (travelers) and tour providers (guides)?
This is where travel content strategy comes to the rescue welding SEO, social media and content together as one powerful force. Your website as the home of the tour experience can fulfill two separate content experiences. Each would be promoted differently and with unique use of digital marketing channels. Given the content strategy for consumers would also be seen by tour guides who are promoting themselves online and who are reviewing the marketplace they want to sell to, a tour business/marketplace reaches well-qualified tour guides. Once seen via Google, Viator, TourRadar or some other travel website, they will investigate the company’s recruiting portal.
For simplicity sake, let’s explore the two channels separately:
1. Content Strategy to Reach Tourists.
A. Reaching Travelers: Inspiring, Informing, and Converting
Travelers research extensively before booking tours. Your content should:
• Inspire them with engaging storytelling (blog posts, videos, itineraries).
Example: “10 Unique Food Tours in Italy You Can’t Miss in 2025”
• Educate them on destinations and tour types.
Example: “How to Choose Between a Private vs. Group Tour in Bali”
• Build trust with reviews, expert guides, and local insights.
Example: “What to Expect on a Sahara Desert Tour: A Guide by Local Experts”
Content that ranks well on Google (SEO) and engages on social media will drive organic traffic and convert readers into customers.
B. Reaching Tour Guides: Attracting & Onboarding Them
Tour guides and local operators need reasons to join your platform. Your content should:
• Prove your Merit/Value (Guides want to know the marketplace has a strong customer base, attracts profitable tourists, and has the brand value that makes it worth working with, and presenting your payouts/commissions in an attractive way)
• Highlight benefits (exposure, ease of use, payment security).
Example: “Why Listing Your Tours on our Platform Can Double Your Bookings”
• Provide resources to help them succeed.
Example: “How to Create an Irresistible Tour Listing: A Guide for Local Guides”
• Inspire with Showcase success stories of other local guides.
Example: “How a Local Guide in Kyoto Increased Bookings by 300% in 6 Months”
• Offer a dedicated “Become a Guide” section to make onboarding easy – lead generation.
SEO: Ranking for What Travelers Search For
A. Targeting Traveler Intent
• Destination-based keywords: “Best tours in Barcelona,” “Hidden gems in Tokyo” or “Caribbean tours.”
• Experience-based keywords: “Private wine tasting tours in Tuscany,” “ebiking tours Switzerland” “Adventure tours in Costa Rica.”
• Question-based keywords: “Is a guided tour worth it in Rome?”
Optimize your pages with long-tail keywords, high-quality images, and structured data (FAQ, reviews). In selling tours, you still want to promote/highlight the value of the tour guide, especially those guides who work solely with your company. When they’re featured in content pieces that appear on Google or social media, it perks up their professional self-esteem, and they see your company as a lasting fixture in their careers and businesses.
B. Search Queries that Tour Guides Use
• “How to become a tour guide in [destination].”
• “Best platforms to list my tours.”
• “How much do tour guides make on [platform]?”
• “How we choose the best tour guides”
• “Best tour commission rates for travel advisors”
Hiring a clever SEO strategist and professional outreach/linkbuilder firm can help you build shareable content that meets Google and Bing’s quality guidelines. This engineered content captures rankings on high-volume keyword phrases as well as the special niche phrases that describe the best of your offerings. SEO is competitive and challenging which is why audacity is vital to carving out traffic and visibility. The lion’s share of traffic and leads come from Google.
Social Media: Engaging Both Audiences
A. For Travelers
• Instagram & TikTok: Short videos of tours, traveler testimonials, behind-the-scenes short videos, photo illustrations of beautiful views/attractions.
• Facebook Groups & Pinterest: Destination inspiration, tour comparisons, free pdf guides for email signup.
• User-generated content: Encourage travelers to share their photos, videos, thoughts and experiences.
B. For Tour Guides
• LinkedIn & Facebook Groups: Networking with guides, liking their content, sharing success stories.
• YouTube: Tutorials on improving tours, creating value for tourists, growing revenues, and personal tour guide marketing tips.
• Webinars & Live Q&A: Helping guides optimize their customized tour listings.
Conclusion About Dual Audience Marketing for Tour Businesses
The travel market is changing with tourists wanting more personal contact with people and shared experiences in their favorite travel destinations. Tour companies might view this demand for flights, hotels, restaurants, car rentals and tourist hotspots, as instead a search aimed at their customized or personalized tours.
Two audiences can indeed be reached simultaneously, with each supporting the other’s impact. All roads might lead to your tours on your website, where tourists and new tour guides walk and find their new travel home.
A well-conceived, strategized and executed travel content strategy extending through Google search, Facebook/Instagram, and advertising channels is the pathway to bookings and growing tour inventory and tour guide supplier network.
If you’re confused from the hype about travel marketing and travel marketing software, begin with the simple essentials of affordable travel marketing services. Start building reach and traffic while you investigate product development, content management, customer management, and personalization solutions further.
Success begins with more customers!
