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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 channels—according to the operators attending—that 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 “meaningful interactions” 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 “co-creation” process as a DMC working with tour operatorsthe surprising lessons learned from his experience with Booking.com’s 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 “total transparency” 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.”
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 — 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 didn’t want to stop interviewing this week’s 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 episode’s title might put you off: what do the seemingly “soft” 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. She’s not posting often on social media, but when she does, it’s personal, thoughtful, and she’s 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 “dimensional experience” 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.Here’s an example of Kyle’s 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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Host Peter Syme sits down with Ambrose Bittner, a seasoned operator of private customised tours across Asia. They delve into the intricacies of running a tour operation, touching on key aspects like process engineering, client communication, and the decision to outsource tasks versus keeping them in-house.
Ambrose shares his journey through COVID-19, during which he invested in new back-office infrastructure and refined his booking process. They also explore the challenges of maintaining revenue growth while managing staffing and the delicate balance between business and personal life.
Additionally, they look ahead to 2024 and 2025, discussing the evolving travel landscape in Asia and opportunities in Japan.
Whether you're a small business owner in the travel industry or simply curious about the behind-the-scenes of bespoke tours, this episode offers valuable insights into overcoming challenges, leveraging AI, and strategically growing a tour operation business.
Overview
00:00 Asia travel delayed, government loan assisted business. Staffing challenges.
06:02 Increased training needs post COVID for businesses.
10:18 Invested in back office infrastructure and website.
13:47 Early owner takes hit, recruit to profit.
16:40 Struggles with work-life balance, especially post-COVID.
18:12 Focusing on business and nonprofit work balance.
22:46 Operators facing challenges in staffing and training.
26:21 Preparing for Japan trip; staffing challenges expected.
31:13 Surviving with wife, diversifying after COVID.
33:31 Maximize investment in hot travel destinations.
38:25 Strategies to grow business through referrals important.
40:42 Outsource certain tasks, not client communication.
44:31 Customized tours in Asia, wide range of activities.
46:02 Choose accommodation based on your needs and budget.
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Visit tourpreneur.com for more show notes.Tourpreneur is hosting two conferences! Join us in November in Marrakesh, Morroco for CONNECT:Multi-day, and in February in New York City for CONNECT:Profit. More info here.
In this episode, Lia Garcia, CEO of Practical Wanderlust and Louisville Food Tours, shares her journey from starting a blog to becoming one of the largest travel blogs in the world. She discusses her monetization strategy, which includes ad revenue and affiliate marketing. Leah emphasizes the importance of authenticity, trust, and storytelling in content creation. She also provides insights on partnering with bloggers and tour operators, highlighting the value of building relationships and offering competitive commissions. Leah advises tour operators to focus on personal storytelling and finding ways to differentiate themselves from OTAs. Lia Garcia shares her strategies for affiliate marketing, SEO, email marketing, and scaling a food tour business. She emphasizes the importance of using native affiliate links and leveraging bloggers to promote tours. Lia also discusses her use of keyword research tools like KeySearch and her preference for simple tech tools like WordPress, Flowdesk, and ConvertKit. She highlights the effectiveness of lead magnets in building an email list and explains how she uses automated sequences to target customers at different stages of the buying cycle. Lia also talks about the challenges of scaling her business and the importance of establishing trust and authenticity through storytelling.
Takeaways
Authenticity, trust, and storytelling are key in content marketing.Building relationships with bloggers can drive sales and conversions.Tour operators should differentiate themselves from OTAs and offer competitive commissions.Personal storytelling and partnerships with bloggers can be effective strategies for tour operators.Consider the audience and buying cycle when selecting content creators. Consider using native affiliate links and partnering with bloggers to promote toursUse keyword research tools to optimize content and improve SEOCreate lead magnets to incentivize email sign-ups and use automated sequences to target customers at different stages of the buying cycleChoose tech tools that are user-friendly and meet your specific needsScaling a business comes with challenges, such as scheduling and finding the right balanceEstablish trust and authenticity through storytelling to build credibility with customers00:00 — Introduction and Background
04:42 — Leah's Journey from Blogging to Content Marketing
08:17 — Monetization Strategy: Ad Revenue and Affiliate Marketing
11:48 — Partnerships with Tour Operators and Bloggers
16:33 — Developing a Blogging Strategy for Tour Operators
23:12 — Selecting the Right Content Creators for Partnerships
26:38 — Utilizing Booking Software and Automating Processes
29:28 — Differentiating Between Bloggers and Social Media Creators
33:05 — Optimizing SEO with Keyword Research
35:19 — Effective Email Marketing Strategies
38:15 — Choosing User-Friendly Tech Tools
45:14 — Challenges and Strategies for Scaling a Food Tour Business
53:25 — Building Trust and Credibility through Storytelling
Mentioned in this episode:
Join us for our TourpreneurCONNECT conferences!
November...
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In this episode, we'll unpack why building direct sales through SEO and website optimization, along with embracing paid advertising on platforms like Facebook, can be game-changing, despite being time-consuming. We'll also discuss the importance of feeding Google's business profile and the significance of robust content production for SEO and AI.
But the conversation doesn't stop there. We dive into the critical need for human-to-human partnerships to build resilient businesses, especially in light of Airbnb's controversial decision to remove a significant portion of their experiences inventory. Whether you're a tour operator or a small business owner, this episode offers valuable insights on navigating these uncertain times, from exploring untapped opportunities to fostering real, local partnerships. Plus, stay tuned for two exciting resources we're launching this week – a comprehensive technology and partner directory and a free guide on optimizing your Google presence.
Overview
00:00 Airbnb launches low-cost, high-value experiences.
03:44 Airbnb removing well-ranked experiences for partnership.
07:59 Customer takes precedence in $100 billion company.
13:42 Expand business by adding diverse partners cautiously.
16:43 Facebook advertising remains the best marketing platform.
19:26 SEO and PPC methods are changing, uncertain.
23:47 Build local business partnerships for sustained rewards.
26:31 Limited B2B partners yield 20% successful deals.
30:11 Tourpreneur offers valuable resources for business growth.
31:10 Thanks for listening, find notes at tourpreneur.com.
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Guests Sherri Brown and Cherrye Moore discuss their experiences and the strategies that have helped them target new markets, focusing on both local and corporate sectors.
Host Peter Syme shares his insights on effective pricing strategies, managing business growth, and best practices for training and integrating new team members.
Throughout the episode, topics such as adapting to market changes, optimising group tour logistics, and customising experiences are explored.
Overview
00:00 Tourpreneur podcast highlights growth and challenges ahead.
07:21 Local market stability crucial for business success.
15:29 Shocked by flight price difference and market saturation.
18:09 Long wait times impacting small group tours.
24:27 Two-way conversation for efficient training methods.
27:24 Challenges with growing team and shared calendar.
36:49 Cater to corporate customers for better margins.
40:01 Ask for budget first when planning events.
44:56 Create custom Italian American group travel tours.
48:12 Networking grows organically, requires old-fashioned hard work.
55:13 Expanding travel services to Calabria for Americans.
59:18 Senior leadership team takes strategic retreats together.
01:04:19 Thank you for opportunities and challenges ahead.
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Sean discusses his contemplation on expansion strategies, weighing the pros and cons of growing his market in Ireland versus entering new territories like the UK with self-guided hiking tours. Amidst these considerations, Peter advises maximizing existing operations before venturing into new markets, highlighting the complexities of establishing business in new destinations.
On the technology front, Luksa champions the potential of AI in streamlining communications and operations, a sentiment echoed by Edin who plans to integrate ThermoLogistix into his business operations. However, maintaining the human element in the business, especially in B2B relations, remains a key challenge as discussed by our guests.
Moreover, we'll delve into issues like asset management, pricing strategies, and leveraging social media demographics to maximize future profitability in an industry bracing for an influx of a billion new travelers.
Gear up for invaluable insights from seasoned entrepreneurs who are navigating the thrilling and unpredictable waves of the travel and tour industry. This episode is a must-listen for any tourpreneur looking to scale new heights and expand their horizons. Join us on this enlightening journey on Tourpreneur.
Overview
00:00 New podcast series explores entrepreneurial challenges in 2024.
07:04 Fleet management challenges and staff motivation efforts.
12:27 Well-trained teams bring long-term rewards. Embrace change.
17:04 Challenges in maintaining service quality and responsiveness.
24:11 B2B pricing challenges and margin management strategies.
28:51 Managing costs, balancing growth and profitability.
36:25 Urgent need for b to c monitoring.
38:48 Scaling asset-based business requires strategic partnerships.
45:49 Using bus for business strategy and development.
51:19 Max out your destination for business success.
56:29 Technology makes life easier but presents challenges.
01:01:14 Retirement-age people have money, offer potential market.
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Peter McGovern, a seasoned entrepreneur with a passion for international education gives us his forward-thinking approach to building successful teams.
In this episode, we unpack the thoughtful approach to hiring, emphasizing the importance of aligning with organizational core values and mission. From creating detailed scorecards for potential candidates to embracing diversity and fostering strong internal communication, Peter and Nikki explore the practical strategies and wisdom necessary for nurturing an international team and the critical role of company culture in achieving sustainable growth. Get ready for profound insights on managing hiring processes, the significance of structured planning, and the challenges of remote connections in a post-pandemic world. Whether you're a seasoned business owner or just starting out, this discussion is packed with actionable advice tailored to help you thrive in the entrepreneurial journey.
Overview
00:00 Experienced, forward-thinking approach to building successful teams.
03:24 Experience in different organizations, importance of team.
09:24 Value of diversity in team for innovation.
12:43 Effective communication is crucial for organizational growth.
13:49 Establish communication, connection, and role clarity.
17:17 Excitement for organizational development in career planning.
20:33 Delegate responsibilities, focus on key functions for success.
26:08 Age similarity in hiring process not crucial.
29:34 Adapting and evolving as we grow. CEO responsibility.
31:09 Structured plans bring freedom and autonomy.
36:28 Community is critical for us at Odyssey.
38:03 Various ways to connect and build community.
43:10 Create mission statement, define role, list outcomes.
44:46 Structured and thorough interview process ensures fit.
48:10 Aligning people with right roles for success.
50:38 Grateful for the love, thanks Peter.
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Mitch Bach talks with Brian Jewell, the Vice President and Executive Editor of Group Travel Leader, a media company representing tens of thousands of tour operators, travel agents, trip planners, many of whom have been in business for decades. Brian provides endless free resources for his community of small travel provider, and has learned countless lessons from decades in the industry.
There's a whole community of small, outbound multi-day tour operators who have been in business since the years and decades after WWII, since the beginning of the explosive growth of mass tourism. Those operators are at the ends of their careers, and the companies they've built offer a huge opportunity for acquisition, and also have learned lessons about finding niche markets and solidifying their business through personal relationships.
Show notesVisit Group Travel LeaderBrian on LinkedIn
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In this episode, Dan & Casey from Untethered Media join Chris to delve deep into the strategies that make your marketing click.
From the subtle art of Facebook ads that work like modern-day flyers, to the critical role of a well-designed website, we're covering all the bases.
We'll explore why it's not just about selling but building trust with potential customers and how the first impression your site makes can be the deal-breaker.
Overview
00:00 Entrepreneur call-in show with experts advising.
05:57 LinkedIn for B2B, Facebook for inspiration, Google Ads.
07:24 Embraces marketing, but could live without social media.
11:24 Ensure clear, direct messaging on website landing.
13:21 Focus on customer-centric design, not personal preference.
19:02 Repurposed Irish sheep blog for better traffic.
22:19 Overbooked venue, enjoyed parent's restaurant, shared discovery.
24:12 Assessing strategy effectiveness of client's Facebook group.
29:14 "New leader, marketing strategy, customer engagement, growth."
32:43 Working behind the scenes, adding more content.
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Mitch Bach talks with Corey William Schneider, founder of the New York Adventure Club, about his unique approach to building a tour business focused on delivering unique, special-access experiences to primarily a crowd of locals.
From those experiences, which grew out of his personal desire to explore more of his home of New York City with other likeminded friends, he pivoted during Covid towards a wide variety of virtual tours.
Today the Adventure Club still does both. Corey's story can help operators everywhere understand how to develop product lines aimed at locals, and ancillary high-profit revenues through virtual tours at scale.
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Mitch Bach speaks with Jessica Off, founder of Guess Where Trips, an e-commerce company creating physical and digital surprise road trips for customers across Canada and the U.S.
Jessica is a serial travel entrepreneur, including work at G Adventures. In this episode, she talks about what led her to start an e-commerce product-based travel business, after looking into tour operating and multi-day trips.
This episode will give tour operators the inspiration to think about ancillary product revenue streams that can complement their in-person business, utilizing the same destination knowledge and supplier connections to offer experiences to a new customer base!
Visit Guess Where Trips home pageEpisode show notesWe talk about:
the design thinking behind crafting self-guided tourswhy the element of surprise is so crucial to the experienceher experience working with content creatorshow B2C trade shows have worked out for her trying to sell her productwhy she decided to ditch multi-day surprise tripsthe importance of collecting email addresses at trade showsfinding the right market for the trips, and why big cities don’t workworking with local vendors to support them
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In this follow-up episode, our hosts Chris Torres, Mitch Bach, and Peter Syme delve into the increasing use of AI in the travel industry, emphasizing its impact on creating new products and services. They discuss the strategic challenges of AI adoption and the potential for customized experiences at scale, while also stressing the importance of maintaining a human touch in the digital age.
The hosts raise concerns about the commercialization of the travel industry and the potential negative impacts on destinations, while also providing valuable insights on business acquisitions, the future of travel, and targeting niche market segments such as cruise ship passengers. Throughout the episode, they emphasize the value of creating unique and engaging experiences, and provide actionable advice for operators looking to enhance their businesses. Plus, they share information about free resources and coaching opportunities to help operators take their businesses to the next level. Tune in for practical advice, expert insights, and thought-provoking discussions on navigating the ever-evolving landscape of the travel industry.
Overview
00:00 Pine discusses mass customization and AI opportunities.
05:43 Consider hotels for city stays to personalize experiences.
10:16 Embrace failure as part of creative process.
13:41 Marketing hidden gems creates its own challenges.
17:14 AI travel planner focuses on commercial experiences.
21:54 Consider demographics, repeat customers, marketing strategy questions.
24:45 Established business with cash flow & opportunities.
28:52 Old businesses face opportunity in rejuvenation and acquisition.
30:12 Boomers retiring and impacting business market.
34:59 Creating useful, unique content is key.
40:01 Personalized technology offers customized travel experiences.
43:35 Use technology to create emotional, surprising experiences.
47:26 Single operators may struggle to secure contracts.
49:53 Cruises cater to least adventurous travelers' needs.
54:17 Tailored marketing crucial for diverse cruise clientele.
56:03 "Category Pirates" book encourages unique business strategies.
58:48 Online audiences remain undervalued despite digital presence.
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