What sets these businesses apart isn’t fortune-telling abilities. It’s their laser focus on the three areas within their direct control: cash flow management, staffing approaches, and customer offers. These practical foundations give them the ability to adapt quickly, regardless of what comes next.

Let’s break down the straightforward strategies these operators are using to not just survive uncertainty, but position themselves to thrive when conditions improve.

Getting Crystal Clear on Cash

When the economy gets shaky, cash is king. Revenue might look good on paper, but cash pays the bills and keeps your operation running.

Getting crystal clear on your cash position isn’t just nice to have—it’s your lifeline. Know exactly how much cash goes out each month (your burn rate) and how long you can operate if bookings dropped dramatically (your runway).

This is also the perfect time for a cost-cutting audit. Review all recurring payments and subscriptions, eliminating costs that aren’t delivering clear value. These expenses add up quickly when left unmonitored.

Consider shifting your payment structures to get more cash flowing into your business sooner. Multi-day operators can offer incentives for customers who pay their balance earlier—perhaps a discount or room upgrade for settling up before a certain date. Day tour operators might run a campaign with discounted gift cards to bring immediate cash flow.

Our coaches emphasize understanding your cash position thoroughly, then taking steps to extend your runway and decrease your burn rate.

Creating Staffing Flexibility

The human beings in our businesses often represent our biggest expenses. Those who made it through the pandemic know what it’s like to cut back to bare bones, but the goal now is creating flexible structures from the start.

Consider building a network of seasonal contractors and freelancers instead of committing to full-time positions. Many successful operators cultivate relationships with trusted professionals they can call on when demand is high, giving them flexibility to scale up or down without carrying fixed costs.

Cross-training team members creates internal flexibility if you need to reorganize quickly. In our coaching community, we’ve seen office staff trained to lead tours or guides handling booking administration. This approach allows you to adjust hours rather than laying people off, keeping your culture intact while reducing costs.

Double down on your A-players—guides who get consistent rave reviews, salespeople who convert at high rates, and operations staff who solve problems before they happen. These team members will help you weather any storm.

The strongest leaders approach uncertainty with openness. When you involve key team members in brainstorming solutions and give them agency in creating flexible work arrangements, you typically see much stronger results.

Fine-Tuning Your Offers

With the focus on things within our control, it’s a crucial time to examine your tour lineup and sales pages. You want to convert visitors to customers at the highest possible rate.

In changing conditions, reconnect with your ideal target guests to understand what might have shifted in their concerns or priorities. Adjust your offers or how you’re presenting them accordingly.

Consider implementing compelling guarantees that remove booking hesitation, like money-back guarantees or trip protection options that give people more flexibility. Address objections head-on by updating your FAQ sections. Be selective about incorporating testimonials that specifically address common hesitations.

Layer authentic urgency across your offers by leveraging genuine capacity limitations—there are only so many seats on the bus or spaces on a tour. Offer early booking benefits that transform waiting from seeming like the safe option to the more risky choice.

Many day tour operators in Canada are adapting their messaging to appeal to local and regional travelers looking to spend vacation dollars with Canadian companies. The best part? You can update your messaging and positioning without significant cost.

Focus on What You Can Control

What these three tactics have in common is they don’t require predicting the future. They simply give you flexibility to adapt and thrive, come what may.

Cash flow clarity gives you insight into your current position and options. Staffing agility allows you to scale up or down as needed. And guest-first offers ensure you’re as relevant and compelling as possible in the current climate.

Successful tour operators focus on what they can control—their cash, their people, and their offers. That’s how they ride out uncertainty, no matter how long it lasts.