Personalization doesn’t mean running separate, unique experiences for every guest. Instead, it’s about making everyone feel specially catered to, appreciated, and acknowledged within your existing tour structure. When done right, it creates those tiny moments where each guest thinks, “Wow, they did that just for me.”

Personalization Begins Before the Tour

The road to personalization starts well before guests arrive. With modern booking and reservation software, you can collect valuable information after guests make their reservation:

• Dietary restrictions or allergies
• Special celebrations
• Particular goals or objectives for their trip

Collecting this information is only the first step. The next step is training your team to actually use this information proactively in those 15-20 minutes before the tour begins.

Imagine a tour leader approaching a guest to confirm a dietary restriction, congratulate them on a celebration, or highlight shopping opportunities based on their stated interests. These small moments of recognition create an immediate connection and set the tone for the entire experience.

Group Tours Require Subtle Approaches

While private and custom tours offer maximum flexibility, group day tours require more nuanced personalization strategies. Here are some effective approaches:

Pre-printed Specialized Handouts

Prepare various handouts focused on different interests (wildlife information, shopping opportunities, restaurant guides, local walks) and distribute them selectively based on guest interests. This allows you to provide personalized content without disrupting the group experience.

In the past, having maps from local hotels or tourist information centers in my backpack allowed me to provide personalized recommendations during bathroom breaks or downtime. Today, we can even drop digital pins on guests’ phone maps if they’re open to it.

Create Moments of Choice

Even on structured tours, you can build in moments where guests have options. When stopping at a lookout point, offer alternatives: “Here’s the best spot for photos, but if you’re more interested in the local plants, check out this area instead. I’m also available to answer any specific questions about what we’ve covered so far.”

These small choices give guests agency over their experience while maintaining your overall tour structure.

Multi-Day Tours: Balancing Structure with Flexibility

Longer tours offer additional personalization opportunities:

Choose Your Own Adventure Days

Build in options for different activity levels or interests. When leading active travel trips, having options for longer versus shorter hikes or bike rides gave guests control over their experience. This “challenge by choice” approach ensures everyone feels accommodated.

Scheduled Downtime

Highlight recommended times to relax or opt out of activities. Multi-day tours can sometimes over-schedule guests, leaving them needing “a vacation from their vacation.” Explicitly giving permission to skip certain activities empowers guests to create their ideal experience.

On-Your-Own Meals

Include at least one lunch and one dinner that aren’t part of the group experience. This gives guests the opportunity to create their own special memories while exploring local options. Provide personalized recommendations based on their interests, but let them choose their own adventure.

Personalizing Tour Content

Adapt your storytelling based on who is on your tour. A good approach is creating a “story vault” with different stories that can be adapted to different groups and interests.

If you know guests are from Canada and there’s a Canadian connection to one of your sites, lean into that connection and call it out. For guests particularly interested in architecture, share relevant stories either with the group or individually during breaks.

Stories are ideal for personalization because they can be made longer or shorter depending on guest engagement. If body language shows waning interest, wrap up quickly and move on. This is why overly scripted, word-for-word tours rarely create memorable experiences.

Training Your Team for Personalization

Of course, business owners need their team to implement these practices. Here are some tips for training your team for personalization:

1. Be Explicit About Expectations: Whether working with employees or contractors, clearly outline the deliverables and expectations for personalization in contracts and training materials.
2. Build in Check-In Moments: Train guides to check in individually with guests or family groups at specific points during the tour. A simple “How are you enjoying the experience so far? Any questions I can answer?” creates a personalization opportunity and allows you to address any issues early.
3. Prepare Tour Leader Backpacks: Equip guides with resources to solve common problems on the spot—phone chargers, pens, maps, visual aids, ponchos, USB battery packs. While some might see this as overkill, it sets you up to deliver personalized service immediately when needed.
4. Learn Names: This simple practice makes a huge difference. To many people, the most wonderful sound is their own name. Taking time to learn and use guests’ names shows they’re not just another face in the crowd.

Creating tours that feel personalized doesn’t require completely reinventing your experiences for each group. It’s about thoughtful design, flexible delivery, and those small moments of recognition that make guests feel seen and valued. These personal touches are what transform standard tours into exceptional experiences that guests recommend to others and remember long after they return home.

Want help creating more personalized tours for your guests? Book a free 45-minute strategy call with us today!