Your success as a tour operator is not determined by having the right software, the right tools, or embracing the latest marketing hack. Instead, the single most effective path to building a thriving, profitable tour business is to keep guest experience at the heart of everything you do.

Are you making the mistake of trying to be too many things to too many people? This is the first mistake many tour operators make in their businesses.

It’s easy to fall into the trap of thinking that your tour is perfect for anyone who comes to your destination. But the truth is, people have diverse interests and preferences. Some seek daring adventures, while others are fascinated by the geology or history of an area. To truly stand out and create exceptional tours, you need to differentiate yourself and cater to your specific target guests.

What is an Ideal Target Guest?

Ideal target guests are simply the customers you would most like to serve with your tours, activities, and experiences. The key word here is “ideal.” These guests may be some of the best customers you’ve served in the past—the ones who were most satisfied and engaged with your tour. Niching down is the way to go. As they say, “The riches are in the niches.” This rings especially true in the tours and activity space.

Don’t Try to Serve Everyone

By attempting to serve everyone at once, you end up serving no one. It’s a disservice to yourself and your guests. When you design tours that are perfectly fit for an ideal target guest within a niche, your tour may actually be unappealing or uninteresting to the majority of visitors to your destination. I know this might sound counterintuitive, as our instinct is to sell to as many people as possible. However, by narrowing your focus and serving a specific niche, you can create truly exceptional experiences. These experiences result in more rave reviews, word-of-mouth referrals, and higher guest satisfaction scores.

Identify Your Key Guests

The key takeaway here is that for any product or service, you should be able to answer the question, “I help these specific people.” While you may still welcome guests outside of your target niche, having an ideal target guest in mind enables you to create compelling sales pages, deliver clear messaging about the value and benefits of your tours, and set expectations for those interested in joining your tours.

Time to Take Action

Reflect on your own tour offerings and identify your ideal target guests. Research, think deeply, and if you need assistance or guidance, I encourage you to book a free 45-minute strategy call with one of our tour business coaches. We are here to help you make this essential decision.

Remember, you are just one experience away from transforming your tour business. The results can be incredible, and you can build a thriving and profitable tour business by embracing the power of niche.

Together, let’s create unforgettable experiences and rebel against mediocre mass tourism. We are guest focus, and we are unforgettable.