Tour Product Event: Lessons from Tourpreneur at GetYourGuide HQ

In early March, I had the opportunity to attend the Tour Product Boot Camp at GetYourGuide Headquarters in Berlin, a half-day event that turned out to be an invaluable deep dive into the intricacies of running and optimizing tour products. Hosted by the Tourpreneur team, this event provided hands-on workshops and discussions led by industry experts Mitch Bach, Peter Syme, and members of GetYourGuide. The day was packed with eye-opening insights about pricing, distribution, customer behavior, and how to craft truly memorable tour experiences.

Before the sessions officially began, I had the chance to mingle with some of the other attendees. One of the most interesting conversations I had was with an older gentleman from the Czech Republic, a seasoned travel journalist who had covered the industry for years. It was fascinating to hear from someone who had witnessed the evolution of the industry over decades and was still excited about the technological transformations on the horizon.

The event started with a broad discussion on how different types of tour operators function, particularly the contrast between day tour and multi-day tour operators. Day tours are typically short, single-day experiences that range from a few hours to an entire day. They are often focused on specific themes, such as cultural heritage, adventure activities, or food experiences. These tours cater primarily to travelers with tight itineraries who want to maximize their sightseeing in a limited amount of time. Multi-day tours, on the other hand, offer immersive travel experiences spread across several days, often including accommodations, meals, and guided activities. These are popular among travelers looking for in-depth exploration without the hassle of planning every aspect of their journey.

Another crucial player in the industry is the Online Travel Agency (OTA). OTAs are digital marketplaces that aggregate tour and travel services, making it easier for travelers to discover and book experiences. Platforms like GetYourGuide, Viator, Expedia, and Klook have transformed how tours are sold, shifting control away from traditional travel agencies and directly into the hands of consumers. While these platforms provide exposure and credibility, they also come with high commission fees that can significantly eat into operator profits. The challenge for tour providers is finding a balance—leveraging OTAs for visibility while simultaneously building direct booking channels to maximize revenue.

Beyond OTAs, there are other key players in the travel ecosystem. Traditional travel agencies still exist, though their role has diminished with the rise of digital platforms. Hotels and concierge services play an important part by recommending and selling tours directly to guests. Tour aggregators act as intermediaries between local operators and large distribution platforms, often bundling experiences to create diverse packages. More recently, content creators and influencers have begun shaping travel decisions in a big way, with YouTube, Instagram, and TikTok becoming important marketing platforms for tour operators. The industry is dynamic, and understanding how all these entities interact is crucial for anyone looking to succeed in the space.

One of the most impactful sessions was led by Peter Syme, who provided an in-depth look at pricing and distribution strategies. He explained that price is not just a number, but rather a function of perceived value. In the travel industry, where purchases are infrequent and experiences are subjective, pricing requires constant experimentation. One of the biggest takeaways from this session was that price wars among small operators are detrimental unless they have the volume to support aggressive discounting. Instead of competing on price, businesses should focus on increasing the perceived value of their offerings.

Peter also challenged the common assumption that all customers should pay the same price for the same service. In reality, price should be dictated by willingness to pay. He shared an example of a corporate tour in San Francisco, where a tour operator was happy charging Google executives $40 per person which he should have been charging the company in the thousands. This insight underscored the importance of strategic segmentation and the ability to leverage anchor pricing and decoy pricing techniques. By presenting the most expensive option first, customers are psychologically nudged toward the mid-tier option, making it appear more reasonable. I had always thought pricing was a rigid structure, but this session showed me that it is far more dynamic and flexible than I had imagined.

Another fascinating part of Peter’s session focused on distribution partnerships. He emphasized that five distribution partners are simply not enough; to truly maximize reach, a tour operator should aim for 15, 20, or even 25 partners. While many in the industry worry about high commission rates, Peter argued that a well-structured partnership network ultimately leads to higher revenue and visibility. One of the most interesting insights was about local partnerships—collaborating with small businesses such as bed-and-breakfasts, mom-and-pop shops, and boutique hotels can be incredibly effective. Having these local businesses recommend and promote your tours doesn’t just drive direct bookings but also boosts search engine visibility. Another emerging trend he highlighted was the growing influence of content creators. The tourism industry is evolving, and platforms like YouTube could soon integrate direct booking buttons, making influencer collaborations a powerful tool for driving sales.

Following the pricing session, Mitch Bach took the stage to discuss the art of designing an exceptional tour experience. One of the most surprising things I learned from him was that improving a tour does not necessarily mean increasing costs. Instead, it’s about crafting an emotional journey that resonates with customers. The first impression sets the tone, so operators should be deliberate about how they welcome their guests. A warm and engaging introduction can make a huge difference in how a customer perceives the rest of the tour.

Mitch also stressed the importance of storytelling and themes. Instead of simply delivering facts, a guide should create a narrative that ties everything together. For instance, when giving a tour of Athens, framing it around the theme of "Athens is about birth" provides a cohesive and engaging structure. This made me think about how some of the most memorable tours I’ve been on had a strong storytelling element rather than just a list of historical facts. Another key aspect of a great tour experience is interaction. Rather than passively lecturing, guides should involve participants by asking them about what they see and how they feel. Encouraging engagement makes the experience more personal and memorable.

After the sessions ended, I struck up a conversation with a young man from Hong Kong who had his own tour business in Madagascar. He was in Berlin for the ITB tourism fair, one of the biggest events in the travel industry, which was set to take place in the coming days. He shared the fascinating story of how he got into the business. His uncle had been living in Madagascar, and during a visit to the country, he and a friend saw an opportunity in the tourism sector. They decided to start offering guided tours, gradually growing their business. His biggest challenge at the moment was sales and marketing—something that had been a recurring theme throughout the boot camp. Hearing firsthand about the struggles of an entrepreneur navigating the competitive travel industry made the day’s discussions on distribution and marketing feel even more relevant.

Attending the Tour Product Boot Camp was an incredibly enriching experience, and I walked away with a newfound appreciation for the complexities of the tourism business. For anyone in the industry, these lessons are invaluable, and I can’t wait to apply them to future projects.