Sharing your sustainable business story More and more tour operators, (slowly) integrate sustainability in their business strategy and operations. Sharing your business sustainability story is important. Not only because it supports your sustainable tourism practices,...
How to become a (more) successful tour operator? One thing that's certain in business, is that you should always be open to improve. You might think you don’t need to become a more successful tour operator. However, we believe there’s always room for improvement. So,...
A practical guide for good tourism In its simplest definition, tourism is the activity of travelling and visiting different places. There are many benefits of tourism where it’s creating positive impact for the environment and local communities. However, when it’s not...
Usage of social media in tourism We all know that, in general, people are fairly active on social media. But how do people use social media regarding travel? In this article we'll start of with a few statistics, after which we describe how travellers use social media...
Visible impact of tourism The international tourism industry has been on hold for the past few months due to COVID 19. Closed borders, negative travel advice and no income for a large group of people. It shows us how many of the world population are actually dependent...
Why email marketing is important for tour operators Email is one of the most effective ways to reach people who are interested in your tours. Even though a lot of social media platforms have an impressive number of users, they can’t compete with the number of people...
Improving employee satisfaction as a tour operator A key element of successful and responsible tour operators is a high employee satisfaction rate. Research shows that having satisfied and committed employees are 20% more productive than employees who are dissatisfied...
Write appealing travel content for both humans and search engines Once you have your content marketing strategy in place, you can start to create content. But how do you write content that is appealing to both humans and search engines? We’re big fans of writing for...
Improve your business strategically with the sustainable business model canvas From a broad perspective, a successful tour operator is a business whose purpose and actions are equally grounded in financial, environmental and social concerns. A business that takes into...
Why you should be analysing your website and search data As a tour operator you can easily use data to your advantage. Whether you are working on your buyer persona or content marketing, analysing your website and search data is of the utmost importance. Without...
Understanding your animal footprint At the Good Tourism Institute we believe that animals belong in the wild, in their own natural habitat. However, animals in captivity remain a popular tourism experience. Still too many tour operators actively promote and offer...
Why every tour operator should consider content marketing Content marketing is a marketing strategy in which valuable, relevant and consistent content is distributed to reach your target group. All with the aim of encouraging your target group to take profitable...
Buyer personas in your target group The tourism industry is very competitive. Doing marketing as tour operator successfully, can be a challenge. There are hundreds of ways to promote a travel business and it’s easy to be overwhelmed by all available strategies. Which...
Manage, measure and reduce CO2 emissions Over the last years we have all experienced weather becoming more extreme all over the world. Businesses from all sectors, including tourism, are working hard to protect their operations and supply-chains from the consequences...
Managing and measuring emission Worldwide, we are seeing more and more severe disruptions for local communities and the environment due to global warming. It has a major influence on the tourism industry as it advances heavier storms, flooding, extreme heats, serious...
The carbon footprint of tourism Of all emissions worldwide, 5 to 8% is caused by the tourism industry. When people drive cars, take flights or stay in accommodations, their activity produces greenhouse gases. Also expressed as carbon dioxide (CO2). The carbon...
CO2 emissions by human activities Almost all greenhouse gases are caused by human activities. Usually, the total amount of greenhouse gases is expressed as carbon dioxide (in short CO2). CO2 is emitted when driving cars, taking flights, using gas at home and producing...
Creating a futureproof tourism industry Tour operators have the possibility and responsibility to contribute to creating a futureproof tourism industry. It’s safe to say the tourism industry has great impact on economies and that it leaves a large footprint on the...
7 ways to increase loyalty and turn customers into fans Customer loyalty is a driving force behind successful tour operators. They have that little extra that holds the power to connect customers to their business, to make them fans and to make them come back for...
Sell experiences instead of activities Technical innovations, higher educated and demanding customers are pressing the tourism industry to change. Tour operators are required to shift away from their focus on services and facilities, and instead start to focus on...
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