5 Digital Marketing Moves Every Tour Operator Should Make Before Next Season
Running tours is about creating unforgettable experiences — but if travelers don’t find you online, those adventures never get booked.
Before your next season starts, take some time to refresh your digital presence and set your business up for success.
Here are five simple but powerful digital marketing moves every tour operator should make.
1. Optimize Your Google Business Profile
Your Google Business listing is often the first impression customers get — and the easiest way to stand out in local searches like “whale watching near me” or “ATV tours Newfoundland.”
Make sure your listing is complete with:
- Updated hours, phone, and website
- Recent high-quality photos
- Accurate tour descriptions and categories
- Links to your booking page
Equally important: monitor and respond to all reviews, both good and bad. Responding shows you care about your guests’ experiences and can help future customers feel confident booking with you.
💡 Pro Tip: ActiveBooker’s built-in Smart Review feature automatically sends guests a follow-up email asking for a review — and intelligently directs positive reviews to Google while giving you private feedback on less-than-perfect experiences.
2. Build and Use Your Email List
Even if many of your guests are from out of town, email marketing remains a goldmine for tour operators.
Collect emails at checkout, during online booking, or through a simple sign-up form on your website. Then, send occasional updates such as:
- Early-bird specials
- New tour offerings
- Seasonal openings or closures
- Referral discounts for friends and family
These emails keep your brand top of mind, turning one-time guests into repeat visitors — or into your best word-of-mouth promoters.
3. Use Location Hashtags Strategically
When posting on Instagram, Facebook, or TikTok, don’t just rely on generic hashtags like #Travel or #Adventure.
Instead, use location-based hashtags that help travelers find your tours while they’re researching their next trip.
For example:
- #WhaleWatchingNewfoundland
- #KayakTwillingate
- #ZiplineNB
- #ExploreNL
Mix these with your own branded hashtags (like #AdventureWith[YourCompanyName]) to create a recognizable digital footprint.
This helps travelers see your content when they’re actively planning a visit — and that’s when they’re ready to book.
4. Maintain a Consistent Social Media Presence
You don’t need to post every day — but consistency matters more than frequency.
Share behind-the-scenes moments, guest photos (with permission), staff spotlights, and short video clips from your tours. This builds authenticity and trust.
Encourage your guests to tag your business when they post — that kind of organic exposure is the most valuable marketing you can get.
Use tools like Meta Business Suite to schedule posts ahead of time, especially during your busy season, so your feed stays active even while you’re out running tours.
5. Refresh Your Website and Booking Experience
Your website is often your most important salesperson — and it never takes a day off.
Before the season starts, make sure your site is:
- Mobile-friendly: Over 70% of travel bookings now happen on mobile devices.
- Fast-loading: Slow pages cause visitors to bounce (and book elsewhere).
- Easy to book: Make your booking button prominent, and reduce unnecessary steps.
- SEO-friendly: Include your tour names, location, and keywords in your headings.
If your booking software feels clunky or dated, it might be time for an upgrade. ActiveBooker’s modern design, flat-fee pricing, and seamless integrations make booking smooth for guests and simple for operators.
Wrap-Up
You don’t need to overhaul your marketing overnight.
Start with one of these moves each week, and by the time next season arrives, you’ll have a stronger digital foundation, more visibility, and more bookings rolling in.
💬 Ready to make your next season your best yet?
Book a free ActiveBooker demo and see how our tools help tour operators automate marketing, streamline operations, and grow faster.