As a tour, activity or attraction operator, you’ve likely tried it all: social media campaigns, email marketing, Facebook ads, maybe even hiring marketing agencies. Despite your efforts, bookings remain unpredictable and marketing results feel mixed at best.
What you need is a systematic approach to creating meaningful connections with potential guests—one that can be enhanced and scaled using modern AI tools while maintaining authentic human connections. This combination will save you time and frustration, so you can get back to delivering those incredible experiences of yours. At Guest Focus we call it The VIP Marketing Method™.
This framework centers on three core principles that work together to create meaningful connections with potential guests: being valuable, intimate, and pervasive. This moves beyond traditional interruption marketing tactics that constantly push sales messages, instead focusing on building lasting relationships with your ideal guests through consistent value delivery.
And it provides the perfect backdrop for leaning on AI tools that allow you to market smart, without staring at a blank screen or wondering if you’re providing the right resources to your ideal guests.
Here’s how it works, when applied to the five stages of travel marketing.
Editor’s Note: Learn more from Kelsey Tonner from Guest Focus during his upcoming Arival | Elevate session on Marketing with AI for More Bookings, the first session of a two-part series, open to Arival Insider Pro Access members. Register here.
Using AI in The Five Stages of Travel Marketing
Google’s research shows travelers move through five distinct stages: dreaming, planning, booking, experiencing, and sharing. Understanding these stages helps deliver the right content at the right time. Here’s how to combine traditional marketing with AI assistance at each stage:
1. The Dreaming Stage
At this early stage, travelers are just beginning to feel inspired about potential trips. According to Google, 67% of travelers are more likely to book with brands that provide relevant destination information.
Traditional Approach: A kayaking tour operator in Vancouver might create Instagram Reels showcasing stunning sunrise paddles and blog posts about outdoor adventures in British Columbia. A great start, but AI can help you take it a step further.
AI Enhancement: Use AI tools to:
- Generate inspiring destination descriptions
Prompt: “Write 5 vivid, sensory-rich descriptions of sunrise kayaking in Vancouver’s harbor”
- Create content calendars
Prompt: “Create a 3-month content calendar for showcasing different aspects of Vancouver’s outdoor adventures”
- Draft social media captions
Prompt: “Write 10 engaging Instagram captions about kayaking adventures that incorporate relevant hashtags”
2. The Planning Stage
Travelers need practical information during this research phase. The average traveler visits 38 websites before booking, spending more than a week planning their trip.
Traditional Approach: Cultural tour operators might create downloadable neighborhood guides and detailed itineraries. Everyone wants a guide when visiting somewhere new. But are you sure you’re addressing all of your potential guests’ needs?
AI Enhancement: Leverage AI for:
- FAQ creation
Prompt: “Generate comprehensive FAQ responses about [your tour type] based on these common customer questions”
- Local guides
Prompt: “Create a detailed guide about [neighborhood] including historical facts, local spots, and cultural tips”
- Email sequences
Prompt: “Write a 5-email sequence for nurturing potential guests interested in [your tour type]”
3. The Booking Stage
Clear information and a friction-free process are crucial, as over 50% of travelers abandon complicated booking processes.
Traditional Approach: Implement easy-to-use booking systems and create detailed FAQs. But not everyone is tech-savvy, even in our tech-driven world.
AI Enhancement: Use AI to:
- Create clear booking instructions
Prompt: “Write step-by-step booking instructions for [your tour] that anticipate common questions”
- Generate automated but personal-feeling follow-ups
Prompt: “Write a warm, helpful email response for guests who abandon their shopping cart”
- Draft booking confirmations
Prompt: “Create an engaging booking confirmation email that includes essential information and builds excitement”
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4. The Experiencing Stage
Marketing continues during the actual experience, with 70% of travelers updating social media during vacation.
Traditional Approach: Provide personalized recommendations and create custom photo albums.
AI Enhancement: Leverage AI for:
- Custom recommendations
Prompt Example: “Generate personalized restaurant recommendations near [tour location] based on these guest preferences”
- Guest communications
Prompt Example: “Write a series of pre-tour reminder messages that are both informative and exciting”
- Experience enhancement
Prompt Example: “Create a fun fact sheet about [destination] that guides can use during tours”
5. The Sharing Stage
After the experience, 76% of travelers post vacation photos to social networks, and 49% rely on recommendations from family and friends.
Traditional Approach: Send personal thank-you videos and create easy sharing options.
AI Enhancement: Use AI to:
- Draft review requests
Prompt: “Write a friendly, non-pushy review request email that reminds guests of specific tour highlights”
- Create social sharing templates
Prompt: “Generate social media templates that make it easy for guests to share their experience”
- Develop follow-up sequences
Prompt: “Write a nurture sequence for past guests that encourages referrals without being salesy”
Maintaining Authenticity While Scaling with AI
While AI tools can significantly enhance your marketing efforts, the key is maintaining authenticity. Here are some best practices:
- Use AI as a starting point, not the final product
- Always infuse AI-generated content with your local expertise and personal experiences
- Review and customize all AI outputs to match your brand voice
- Test different prompts and refine them based on results
- Keep the human element central to your communications
The goal is to use AI as a tool that enhances your marketing efforts while keeping the authentic, human connection that makes tour businesses special.
By consistently applying these principles across all stages of the travel journey, tour operators can build stronger connections with potential guests while creating a sustainable marketing system that drives bookings through genuine value and authentic relationships.
Remember that success with marketing requires commitment to being valuable, intimate, and pervasive in all your efforts. This approach helps break free from the constant worry about lead generation and creates a marketing system that makes a lasting impact on both your guests and your business.
Learn More about Marketing With AI, with Arival & Guest Focus
These elements form the foundation of an effective marketing strategy using AI, but they’re just the beginning. Join us at the next Arival | Elevate session on Marketing With AI for More Bookings, the first of a two-part workshop series, where we’ll explore the VIP Marketing Method™ in more detail, and provide hands-on guidance for implementing it with the help of AI in your tour business.
About the Author
Kelsey Tonner is the founder of Guest Focus Tour Business Coaching and a regular Arival event speaker. For two decades he’s been helping tour business owners as a mentor, consultant, speaker, experience designer, guide trainer, and award-winning tour leader. Since 2015, Guest Focus programs have helped over 2,000 tour operators from 75+ countries around the world and Kelsey has been a regular speaker at over 35 industry events and conferences.
Arival Insider Pro Access members are invited to join us at the upcoming Arival | Elevate session with Kelsey Tonner to learn more about marketing with AI in real time: register here. Guest Focus is also offering Arival members a free 45-minute strategy call, which you can register for here.
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