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Katalina Mayorga is the powerhouse founder of El Camino Travel, a multi-day tour company reimagining the group trip experience for a new generation.
But she's also much more than a tour operator. To sell her trips she's leaned heavily into community, creating a membership that serves not only as a customer base, but a space for likeminded 'bold women' to share recommendations and advice. And to power this community, she's created a new tech platform that is re-imagining the travel booking flow in an age where we're all drowning in the mediocre recommendations of AI and endless clickbait blog posts.
In this episode, Tourpreneur's Mitch Bach talks to Katalina about:
what it takes to design and market the group travel experience to millennials.what makes a great DMC relationship, from both perspectives.what social responsibility really meansbuilding a community-driven brandHow to build a brand when youâre smallthe growing ânichificationâ of travel...and so much more.
For show notes and more info, visit tourpreneur.com. And be sure to join nearly 20,000 Tourpreneurs in our bustling Facebook group.
ï»żTimestamps
00:00 - Introduction to El Camino Travel
01:50 - Katalina's Journey to Founding El Camino
06:50 - Reinventing Group Travel Experiences
11:39 - Building Unique Travel Experiences
17:33 - Community Engagement and Co-Creation
23:54 - The Importance of DMC Relationships
32:12 - Defining Brand and Community in Travel
35:40 - Defining Your Customer Avatar
38:36 - Building a Strong Brand Identity
40:59 - The Role of the Founder in Brand Success
44:58 - Creating a Community Around Travel
50:18 - The Future of Travel and Community
57:43 - Navigating Conflict and Kindness in Travel
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We all know good reviews are important, but what deeper insights can reviews give us about our tour businesses, and our industry?
To answer that, Anna Cashman, Head of B2B Brand & Insights for GetYourGuide, led an effort to analyze 3.1 million reviews with comments. Her team parsed the data to understand trends and takeaways for tour operators. She joins Peter, Chris and Mitch on the podcast to talk through what this all means for tour operators.
We were surprised by some of the report's insights: What countries leave the most reviews? Who are the most critical reviewers? How many reviews ensures a successful product? Why are attractions so popular but so poorly reviewed? What kinds of tours get the best reviews?
Download the Review ReportGetYourGuide's Spring 2025 Unlocked Release for SuppliersJoin GetYourGuide as a supplierAnna Cashman on LinkedIn
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Well, the new Airbnb 2025 Summer Release is upon us. The just hosted a big, splashy launch event for its reboot of Experiences, and also introduced Airbnb Services, featuring dozens of categories of new bookable offerings, from nail care to personal chefs. What does this mean for the future of Airbnb, for the tours & activities sector, and for Experience Hosts? Let's dive in!
Mitch Bach and Peter Syme invited Ben Gollan to share his insights. Ben is one of Airbnb's most popular NYC hosts, and has been with the platform since the early days. He's hugely optimistic about the new direction and investment Experiences is taking, and it's nice to hear his positivity about the platform's potential. Given the launch of Airbnb Services, Mitch and Pete look at what all of this means in the bigger picture for Airbnb, for the tours & activities sector, and where Airbnb gets it right and where there's room for improvement.
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Mitch Bach sat down with JoĂŁo Perre Viana, the founder of Walking Mentorship, to talk one thing we tour operators are all familiar with: walking.
But not many of us design week-long trips where all you do is walk. Sometimes alone. Sometimes in a group. That's it. Beyond some shared meals and moments, there isn't much of a plan. Each group takes on a different spirit, but it's all guided by a mentor who along the way tries to facilitate and gently foster personal transformation. What that looks like is up to the individual guest.
This conversation veered away from the nitty-gritty of business, and towards diving into the importance and magic of what we do as experience creators.
For more show notes, visit tourpreneur.com. And be sure to join nearly 20,000 tour operators in our Facebook group!
1. Introduction to Walking Mentorship [00:00:09]Joaoâs background and origins in PortugalIs Walking Mentorship a tour company?
2. Joaoâs Personal Journey and Spark for Walking Mentorship [00:01:16]The first Camino de Santiago in 1993The impact of the walk and self-discoveryRealization of a calling to this work
3. Founding and Early Development of Walking Mentorship [00:04:23]Corporate career delay and returning to the ideaEmail to âfools, friends, and family,â and pilot programsEarly feedback and attempts to give up on the idea
4. The Nature of Walking Journeys as Transformational Experiences [00:07:14]Layers of experience: curiosity, physicality, purpose, self-understanding, spirituality, cultureDoors in a room analogy for guiding participant journeys
5. Participant Freedom, Responsibility, and Structure [00:12:06]Emphasis on total freedom and responsibilityRare participant withdrawal and the ethos behind the program
6. Difference Between Typical Travel and Mentorship Walking Journeys [00:13:10]Critique of traditional, structured, checklist-driven toursDeprogramming guests and creating space for transformation
7. Risk, Challenge, and Your Personal âEverestâ [00:17:26]Meaning of risk (internal vs. external threats)The âwolvesâ participants face within themselvesEnsuring physical and psychological safety
8. Common Motivations and Unique Outcomes [00:19:55]The universal quest or search among participantsEvery individualâs unique journey and needsâThere is no replayâ principle
9. The Mentorship Structure and Methodology [00:22:20]Mentorâs responsibilities and boundariesPreparing participants for returning homeStructured support with eventual independence
10. Designing for Difficulty and Personal Growth [00:26:53]Backpack packing as a life metaphorBalancing physical challenge with adaptabilityReading the group and tailoring the journey
11. Practical Aspects and Device Usage [00:32:22]Approach to phone/device use on programsFostering mindful interaction with technology
12. Lessons for Day Tour Operators and Short-Form Experiences [00:35:16]Applying listening, eye contact, and personalization even to short toursOffering small but impactful experiences
13. The Art of Listening and Asking Questions [00:40:04]Listening as a crucial guiding skillAsking questions through... -
Kelly Tompkins is the Founder & CPO of ReserveX, building software infrastructure that connects the components of our whole industry: Multi-Day tours, Day tours, Travel Advisors, OTAs, Meta-Search, and more.
He's also been in the industry for a long, long time.
Together with Tourpreneur host Peter Syme, Kelly talks about where the industry has been, and where it's going. He specifically looks at the disconnects in selling multi-day tours, how API connectivity can open your company up to more sales channels, but also the challenges in creating digital multi-day inventory.
Along the way he also talks to Peter about how AI will change tour booking flows, and much much more.
As always, visit tourpreneur.com for more resources and join our nearly 20,000 member free Facebook community!
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TP team members Mitch Bach and Peter Syme talk to Chris Mark, Head of Connectivity for GetYourGuide.
As we continue our Connectivity Series, we're looking at the people building the plumbing that make our industry work. When you list your tour on GetYourGuide, you might not understand the way in which it gets shared on other platforms, and how it integrates with your booking software, to bring you more sales but also make the whole process seamless.
We sat down with Chris who is one of the architects making best-in-class connectivity. He comes from the tech industry, specifically Uber Eats, and learned a lot about what it takes to build the tech the makes sure everything works together nicely.
Listen to the end, because Chris shares his opinion on the value proposition about tour marketplaces.
More info & links at tourpreneur.com
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In this episode, Mitch Bach and Pete Syme interview fellow Tourpreneur partner Chris Torres, a seasoned marketing expert, who shares insights from his extensive career in the industry.
Chris announces the sale of his business, discusses the evolving landscape of marketing, and emphasises the importance of storytelling and innovation in attracting customers.
The conversation covers the differences between marketing strategies for day tours and multi-day tours, the significance of print marketing, and what tour operators should look for in a marketing agency. Chris also reflects on his future plans and the changes in his professional journey.
Tourism Marketing Agency
Trikon Group
Read the full Press Release
Takeaways
Chris Torres has been in marketing and design since he was 16.He sold his business after 17 years to focus on new opportunities.Marketing is more crucial than ever in today's cluttered landscape.Agencies must adapt to technological changes and customer needs.Tour operators should invest in long-term marketing strategies.Video content is a powerful tool for differentiation.Understanding your customer is key to effective marketing.Print marketing remains relevant and impactful.Agencies should be evaluated based on results over time.It's important for operators to know when to move on from an agency, and vice versa.Chapters
00:00 Introduction to Chris Torres and His Journey
01:24 Chris Torres Announces Business Sale
03:48 The Importance of Marketing in Today's World
07:46 The Evolving Role of Marketing Agencies
11:06 What Tour Operators Should Look for in Agencies
13:30 When to Move On from an Agency
18:04 Day Tours vs. Multi-Day Tours Marketing Strategies
19:53 Standing Out in a Crowded Market
26:02 The Role of Print Marketing
27:34 Looking Ahead: Chris's Future Plans
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As we continue our connectivity series, we look at the landscape of B2B sales for tour operators as it evolves thanks to new technology, connectivity, and companies changing how travel is sold.
Evan Frank has been the CEO of a tour company (Context Travel), founder of a short-term rental pioneer (onefinestay), and is no co-founder of Fora Travel, leading the charge at reimagining the role of the travel advisor, updating it with new technology and a brand that suits a new demographic of advisor today.
How Evan's seen the evolution of B2C and B2B distribution as a tour operatorThe evolving landscape of travel advisors, especially post-COVID.Discussion on the importance of multichannel distribution.Building a modern, networked community of advisors.Tips for tour suppliers to connect with travel advisors.The importance of networking and being proactive.The importance of building a personal brand and relationships.If you're interested in this potential sales channel for your business, this is a must-listen.
Show notes on tourpreneur.comJoin our 17,000-strong Facebook Community
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This week we begin a mini-series on connectivity: interviews with people helping tour operators grow their B2B partnerships through tech tools that connect with other industry sectors.
We start the series off looking at short term rentals. This is often a desired B2B relationship for tour operators, but one that's hard to decipher and connect with.
Our guests are Karen Piscitelli, Founder of Explorabout and Annie Holcombe of the channel manager NextPax. Karen is building a platform to allow property managers to tap into inventory of unique bookable experiences, and Annie is an expert in the connectivity landscape for the short term rental market.
We look at:
how to understand the short term rental spacestrategies tour operators can use to creatively connect with property managerstech challenges in connecting properties to tours & activitiesworking with OTAs like Airbnb vs. direct relationships with propertieshow Explorabout and Nextpax are thinking about channel management andthe opportunity for designing tours in partnership with property managersopportunities in remote workersShow notes and more available at tourpreneur.com
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Dan Christian has spent decades in the industry working at some of the world's largest travel brands: The Travel Corporation, G Adventures, Lonely Planet.
Today he's the host of the Travel Trends podcast and CEO of the Acceleration Team, helping travel companies achieve rapid growth.
Dan knows marketing and business transformation like nobody else, and in this episode he spills the secrets of the world's largest companies:
How do the largest tour companies really make their money?What have they learned about marketing tours?How do you scale up your operations efficiently as you add new regions?What does smart growth look like?How important is brand and USP?How do you leverage technology?What are the best distribution channels for selling your tours?Are travel advisors worth working with?More information...
Show notes with more of Dan's insightsTourpreneur's full event schedule including CONNECT NYC in February, and our Tour Product Boot Camp in Berlin, March 3.Join our 16,000+ tour operator community on FacebookGet our free Tour Business Toolkit by joining our Community Hub
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GetYourGuide has recently surpassed 200 million tickets sold. Co-Founder & COO Tao Tao sits down with Tourpreneur's Mitch Bach, Peter Syme and Chris Torres to talk about the challenges and surprises of 16 years of scaling an online experiences marketplace.
As always, we focus on takeaways for tour operators as Tao Tao shares data and insights. We examine the tensions inherent in balancing the needs of both suppliers and travelers, especially when it comes to curationâand Tao Tao shares news of new steps they're taking to curate their tour offerings and ensure quality.
We covered a lot in a one-hour conversation:
what he's seen as changing customer behavior and how this impacts operatorswhat kinds of tours GetYourGuide is really looking for, and what sells welhow to handle late booking windows, and how customers are discovering tours much earlier in the customer journeythorny supplier issues like commissions, late bookings, cancellation cut-off times, and morehow to balance customers' evolving needs with the needs of supplierswhy there is polarization in the industry regarding the opinion of OTAshow an experience marketplace is different than other travel OTAshow a brand like GetYourGuide can inspire customer loyaltypricing: how do you create a marketplace that doesn't just compete on pricehow to make sure you have enough tours to serve a variety of customers, but enough curation to ensure qualitythoughts on how AI is and will be used behind the scenes and in front of customers in the future to discover and experience travelmulti-day travel: is it a future avenue they're thinking about?Upcoming Tourpreneur events:
Feb 18-20, 2025: New York City - TourpreneurCONNECT, focused on scaling your operations, sales, and marketing strategiesMarch 3, 2025: Free Pre-ITB Tourpreneur Business Workshop at GetYourGuide HeadquartersView our whole global calendar of meetups and conferences
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A Christmas Eve gift for you!
We're just days away from 2025, so it's clearly time to start thinking about how you're going to grow and improve your business next year!
Tourpreneur hosts Mitch Bach and Peter Syme have a conversation about what Pete calls the 70-20-10 rule for how to spend your time doing business development in the off season. (You'll have to listen to find out).
We cover topics such as:
Leading guide training and innovation workshopsfinding new sales partnerslooking at your financesa system for figuring out what's working and what's notAnd so much more.
Thank you all so much for being supporters and listeners of Tourpreneur in 2024. We have so much in store for you for next year.
Join Tourpreneur.com for free courses, resources, and full archives of all our podcastsAttend one of dozens of global meetups in 2025
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TP hosts Mitch Bach, Peter Syme and Chris Torres have just returned from their California Road Show, in partnership with GetYourGuide.
We spent a week hosting business development workshops in San Francisco, Santa Cruz, Santa Barbara, and Los Angeles, meeting dozens of operators in all sorts of verticals. Thanks to everyone who showed up, and to GetYourGuide who shared regional data on travel trends and customer behavior insights relevant to the local market. The Tourpreneur team paired that data with live business audits.
The results were surprising.
In this episode, we look at 6 easy fixes to your tour business that we repeatedly saw in the operators we audited, as well as the top 6 sales channelsâaccording to the operators attendingâthat are working right now. We dig into the why of it all, and Peter does his best Grumpy Grinch impression.
All the resources and events we mentioned are available at tourpreneur.com
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This episode is going to inspire and surprise you. Rodrigo Atuesta is the CEO of Impulse Travel. From humble beginnings as a guide and Couch Surfer, Rodrigo and his partners have built a DMC in Colombia that has now served over 30,000 travelers. But the way he's built it has been extraordinary, challenging assumptions about how DMCs should work, and understanding the responsibility and power that a travel company has to transform destinations.
In this far-reaching conversation, Tourpreneur's Mitch Bach talks a variety of topics with Rodrigo:
What he learned about hospitality and âmeaningful interactionsâ from his days of Couch Surfinghow he participates in and hosts FAM trips with agents to promote his business and countryhow to challenge and change global stereotypes about Colombiahis approach to the âco-creationâ process as a DMC working with tour operatorsthe surprising lessons learned from his experience with Booking.comâs Booking Booster accelerator programwhat true leadership ⊠soft skills, good leadership is the capacity to reinvent yourself. Learning to be vulnerable in leadership perspectives.the importance of thinking intentionally about company culture as you build your company, not after.his discovery of how developing tourism in a community, and fostering local leadership brought change and impact to a community⊠watching the murder rate drop.how you can build a company as a response to a need within a community, rather than imposing your vision on a place.His team's HEART design process for product development: (Human Encounters & Connection, Economic Opportunity, Authenticity, Regenerative Narratives, Top Notch)his thinking around how to tell the story of Colombia and develop tourism in a way that improves communities and changes narrativeshow Impulse takes travelers' assumptions about what they want to do (see Pablo Escobar sights) and changes those intentions into something positivehow his DMC builds bridges with other tour operators through partnerships, creating an association, and supporting each other to grow the whole pie.Impulse's surprising âtotal transparencyâ model, in which they disclose everything down to the penny to the client!My favorite quote from the episode:
"A true leader is anyone who is aware of their impact on other people, and acts on this awareness.â
For more information, visit tourpreneur.com.
And don't forget great upcoming TP events!
the Tourpreneur California Road Show starting December 8, 2024 thanks to our partnership with GetYourGuideTourpreneurCONNECT:NYC sales & operations conference in FebruaryTourpreneur Shindigs â global small group meetups in dozens of countries around the worldVisit our global events calendar here.
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In this episode of Tourpreneur, we dive into the intricacies of sustainable travel with Xavier Font, a seasoned expert in travel and sustainability. With over two decades of experience and a professorship at the University of Surrey, Xavier brings a wealth of knowledge to our discussion.
We explore the necessity of rethinking travel for environmental reasons and the potential for combining work and travel for greater efficiency and satisfaction. Xavier emphasizes designing meaningful travel experiences that foster personal interactions, rather than purely focusing on technical sustainability measures. We also tackle the growth of sustainable consumer interest, the implications of certifications like B Corp, and the practical steps small to medium-sized operators can take to integrate sustainability.
Join us as we unpack the opportunities and challenges facing the travel industry and discover how tour operators can lead the charge towards a more sustainable future.
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Today, we're tackling a crucial topic for those looking to expand their business into new territories: B2B marketing strategies for tour operators.
If you're aiming to attract corporate clients or promote team-building experiences, this episode is a must-listen. Chris Torres provides some quick tips on how to build a strong brand, utilise SEO, leverage targeted ads, and make the most of platforms like LinkedIn and Facebook to grow your business in the corporate marketplace.
Whether you're new to this or looking to refine your approach, these tips will help position you as a trusted expert in the industry and pave the way for higher revenue and profit margins. So, let's get started!
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In this quick episode, Tourpreneur partners Peter Syme and Chris Torres dive into the latest buzz around Airbnb's third attempt to amplify their experiences offering.
Despite previous failures, Airbnb is pushing hard again, proclaiming that experiences represent a massive market opportunity. But can they succeed this time? Peter and Chris weigh in on the challenges Airbnb faces, from curating high-quality experiences to ensuring sustainable pricing for operators.
They discuss the potential pitfalls of relying on non-professional hosts and the importance of integrating API connectivity for seamless bookings. Will Airbnb's powerful brand and vast resources finally turn the tide? Tune in as our hosts dissect the prospects of Airbnb becoming a major player in the experiences sector and share insights on what needs to change for this ambitious venture to thrive.
For more, visit tourpreneur.com
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Mitch Bach interviews three tour guides and operators who have become extremely popular on TikTok:
Megan Marod (@themegandaily)David Harry (@the_london_spy)John O'Sullivan (@oneminutetours)These guides have all harnessed the power of TikTok in different ways that suits their personality, goals, and markets. But they have one thing in common: they say the key to success is showing up authentically.
In this episode they tell their story and share their tips and strategies on a variety of topics:
What videos of theirs had viral successHow to build authenticity and develop your own unique styleBatch creation and other tips to streamline the creation processHow to engage with your audience (and handle negative comments)Their experience with the Creator Fund and its monetization potentialWhether and how to develop brand partnershipsCollaborating with content creatorsShould you show up as a brand or an individual?How they measure success on the platformIf you're interested in working with content creators, Tourpreneur has a new short course from an experienced creator on how to pitch and negotiate with creators, and criteria to look for when deciding who to partner with. Available to anyone with a Professional Membership.
Show notes & more on tourpreneur.com!
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The Tourpreneur podcast is back! After a summer hiatus while operators were busy operating... we're returning to our weekly schedule of conversations and insights for the tours & activities industry.
To kick off the fall season, TP partners Mitch Bach, Peter Syme and Chris Torres chat through everything that's been happening in the industry over the past month:
What we hear about an industry 'slowdown' or 'softening' for tour operators, and whether it should change your business and marketing strategiesAI: is it overhyped? Is the bubble bursting? Pete and Mitch debate humans vs. AI: what's the future hold? Will it be as revolutionary as the internet, or another overhyped flawed and failed technology like the Metaverse?the Google anti-trust ruling: how does a potential disruption in search affect operators?What Mitch learned about market positioning and B2B partnerships at the SYTA student youth travel conference in NYCThe EU's new cookie law and its privacy implications for operatorsconnecting with short term rental owners and other B2B strategiesPeter speaking at WeTravel's travel tech innovation summit next weekSeptember 10-12, join our friends at WeTravel for a free ticket to their three-day virtual Travel Innovation Summit where you'll hear from Tourpreneur.
Don't hesitate to get your ticket to our in-person multi-day tour operator conference Tourpreneur CONNECT in Marrakesh, Morocco Nov 18-21!
And as always, you'll find show notes and more on tourpreneur.com
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Excuse the length of this episode, but I jealously didnât want to stop interviewing this weekâs guest, Kyle Campbell, who runs her small-group multi-day tour company, Sudden Journeys. For some of you listening, this might be the episode you need to hear to relase yourself from the burden of thinking you have to keep producing more content to sell your tours.
At first glance, this episodeâs title might put you off: what do the seemingly âsoftâ words like vulnerability and empathy have to do with the hard realities and hustle of growing a tour business? Kyle shows you the answer is: everything! Her multi-day small group tour company has been built (and has doubled in size this past year) based on a strategy of thinking deeply about how to connect meaningfully with her guests, and how to express herself and her business authentically and vulnerably. Sheâs not posting often on social media, but when she does, itâs personal, thoughtful, and sheâs built a small but fervent community of people who connect deeply with her message, and book her tours. Her commitment to being open and honest resonates deeply with her social media audience, and you'll hear about how important tour design is, from the welcome dinner ice breaker questions and tablescape to designing large periods of rest in her itineraries, to allow guests to leave feeling truly revitalized.
***Also, Kyle will be at Tourpreneur CONNECT, our multi-day tour operator conference in Marrakesh, Morocco in November if you want to meet her! ***
Key Episode Takeaways
Creating unforgettable experiences and connecting with travelers on a deeper level is crucial in the travel industry.Using evocative imagery, storytelling, and personal vulnerability can engage and inspire travelers.A âdimensional experienceâ that goes beyond facts and dates is more memorable and impactful.Travel has the power to transform and connect people, and it is important to create trips that leave travelers refreshed and with a deeper understanding of themselves and the world.Surprise and delight are powerful tools for designing memorable moments on tours.Creating a group experience that allows for autonomy and connection is key to fostering a sense of community among guests.When hiring and training tour leaders, it is important to find individuals who are passionate, organized, and willing to learn.Resources
Show Notes on Tourpreneur.comSudden Journeys websiteA sample Instagram post showing how Kyle uses long-form storytelling with a simple, evocative images to create a mood that connects with her audience.Hereâs an example of Kyleâs itinerary document that is also deep storytelling along the wayMentioned in this episode:
Join us for our TourpreneurCONNECT conferences!
November 18-20 we're hosting CONNECT:Multiday in Marrakesh, Morocco, focused on learning and partnership building for multi-day tour businesses. And from February 17-19 we're hosting CONNECT:Profit in New York City for all tour operators looking for the latest sales and marketing skills to grow your business.Visit tourpreneur.com for more information.
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