I just got back from a big marketing conference—and yep, I took notes.

Not the “hire a full-time team and launch a TikTok campaign” kind. The small, surprisingly effective stuff that actually works for tour operators.

Over the next few weeks, I’ll be sharing a few of my favorite tips—in quick, doable chunks.

For today? 5 tiny tweaks that are working in a changing market (and quietly boosting clicks + bookings).

Your CTA buttons should sound like your guest

A typical button says “Book Now” or “Learn More.” But the ones that convert best now? They sound like the person clicking.

Think:

  • “Yes, I want to zip across the trees”
  • “Take me rafting!”
  • “I’m ready for an adventure”

According to new data, using first-person CTAs increases clicks by about 20%. (And by the way—buttons with words like Submit, Register Here, or Download Now actually kill conversions by up to 14%.)

Action Step: Update the buttons on your website and in your emails to first-person. Yes, even if it makes them longer than “Book Now”

Subject lines need to sound less… “markety”

Subject lines that start with words like Unlock, Boost, Discover, or Act Now? They’re seeing 8–16% lower open rates compared to more natural language.

That doesn’t mean your subject has to be boring—it just means it should sound like you, not a spammy QVC sale from 2012.

Try:

  • “Wait—you didn’t book this tour?”
  • “This is what everyone forgets to pack”
  • “Still planning your trip?”

Another tip? Use the “way to” formula:

  • The smart way to upgrade your experience
  • The right way to prep for your tour tomorrow
  • A simple way to turn your weekend into something epic

Using “way to” in your subject can increase your open rate by an average of 19%.

Action Step: Update your next subject line to sound like something you’d actually say out loud. Bonus points if it sounds like something your guests would text a friend.

Shorter paragraphs = better results

Breaking emails into short, 2–3 line chunks makes them easier to read—especially on mobile. One study showed a 21% increase in clicks just by shortening paragraphs.

Your guests aren’t lounging with your email—they’re skimming at a stoplight or airport. Make it scannable.

Example (before):

Our zipline tours are a guest favorite, offering panoramic views of the Smoky Mountains and a full 90 minutes of fun. You’ll meet your guides at our main office, get geared up, and head up the trail to your first platform. We recommend showing up 15 minutes early and wearing closed-toe shoes.

Example (after):

You booked our most popular tour—good choice.

Here’s what to know:
⏰ Arrive 15 minutes early
👟 Wear closed-toe shoes
📍 Meet us at the main office (map below)

Cleaner, faster, more likely to be read.

Action Step: Pull up one of your upcoming reminder or upsell emails and scan it like a guest on their phone. Anywhere you see a chunky paragraph? Break it into 2–3 lines, or use bullets.

Phrases that imply “made for you” feel personal (and perform better)

Everyone wants to feel like the email in their inbox wasn’t blasted to thousands of people. Even a small hint of personalization can go a long way—especially when it sounds like you’ve actually thought about them.

Phrases like these consistently perform better:

  • “This trip was built for your crew”
  • “Exactly what locals love this time of year”
  • “Perfect for first-timers (or anyone who hates getting lost)”
  • “Tailored for your weekend in [City Name]”
  • “This one’s made for repeat guests like you”
  • “Your guide’s top pick for adventurous families”
  • “Made for people who’d rather skip the crowds”

These aren’t gimmicks. They’re soft signals that say: This isn’t a mass email. You’re not just a number here.

Action Step: Scan your pre- and post-tour emails for opportunities to add a “made for you” phrase. Mention their city, season, group type, or past booking.