We see it all the time. A tour company spends time and money building an email list—past guests, inquiries, website visitors—but that list just sits there. Maybe they send out a newsletter every now and then, maybe a discount when bookings are slow, but for the most part? It’s a wasted goldmine.

The biggest mistake tour operators make isn’t not having an email list. It’s not using it the right way.

And here’s the real problem: doing nothing with your email list is costing you money—probably more than you realize. 

Every day that goes by without the right emails means potential bookings slipping through the cracks. 

✔️Travelers who visited your site but never booked? Gone. 

✔️Past customers who might have booked again? Forgotten. 

✔ ️ Customers showing up soon who might have upgraded their tour? Overlooked. 

✔️People who were interested but needed a little nudge? They’re booking with someone else.

A good email list should be one of your biggest sales drivers—bringing in new bookings, increasing revenue from past guests, and keeping your tours fully booked without relying on ads or OTAs. 

But that only happens if you’re using it the right way.

Here are seven opportunities you are missing out on when you sit on your list:

1. Not Offering Upsells or Add-Ons to Customers Who Already Booked

Someone books a tour—great! But if they skip the travel insurance, photo package, or bundle upgrade, most operators just move on. That’s a missed opportunity.

Here’s the thing: people book the basics first. They commit to the experience, then start thinking about the details. Instead of letting that moment pass, follow up with a well-timed email:

✔️ “Enhance Your Experience” email a few days after booking—highlighting popular add-ons
✔️ “Don’t Miss Out” reminder the day before the tour, offering last-minute upgrades
✔️ VIP or Private Upgrade offer to travelers who booked the standard option

Customers who’ve already spent money with you are the easiest to sell to. Give them a chance to upgrade before their trip, and you’ll increase your revenue without adding new customers.

2. Burying Upsells in the Confirmation Email

If your only upsell strategy is stuffing offers into the confirmation email, it’s getting ignored. 

The second someone books, they’re skimming for details—what time, where to meet, what to bring. They’re not paying attention to “Want to add a sunset cruise?”

Instead, send a separate pre-trip email with a clear, easy-to-click upsell:
✔️ Private upgrade for a better experience
✔️ Equipment rentals they might need
✔️ Add-on activities to make their trip more memorable

3. Using the Promise of Newsletters to Collect Emails

“Sign up for our newsletter” is the least compelling reason for someone to give you their email. No one wants another newsletter clogging their inbox.

Instead, give them a real reason to opt-in:

  • Exclusive booking perks (“Be the first to know when new tours open!”)
  • Trip planning help (“Get our free guide to the best hidden spots in town!”)
  • Personalized offers (“We’ll send you the best deals for your dates!”)

Make it about them, not your newsletter.

Most importantly, immediately after they sign up you need to send them something while they are still a warm lead. When someone give you their email address you need to put them in an automated, extended Welcome Series. The first email sent will be fulfilling the promise of your lead magnet if you go that route, which is a piece of information you’ve offered in exchange for their email address, like a list of restaurants or Instagramable locations.

If you have a more generic lead magnet, the first email should be a general overview of all you have to offer. Subsequent emails should drill down on each aspect of your company, like individual tours, private tours, more specific information about your company, etc. These emails are automatically dripped in over a period of days with the sole intention of converting them to that magical customer status.

4. Offering Discounts Too Soon in the Sales Process

Too many tour operators panic-discount the moment someone doesn’t book. But travelers don’t always book instantly—it doesn’t mean they need a price drop.

Instead of discounting, try:

  • A “Spots Are Filling Up” email to create urgency
  • A bonus incentive (“Book today and get a free photo package!”)
  • Personalized follow-ups that keep them engaged

A discount should be your last move, not your first.

5. Relying on Newsletters to Re-Engage Repeat Buyers

A monthly newsletter isn’t enough to bring back past customers. They’re busy, their inbox is full, and they’re not actively looking for your updates.

Instead of hoping they open a newsletter, set up an automated nurture series that delivers useful, engaging content at the right time—without you having to manually send emails every month.

Here’s what that could look like:

✔️ Post-Tour “Relive the Experience” Email – A few days after their trip, send a highlight reel: a reminder of their experience, a link to leave a review, and a soft mention of future tours.

✔️ Behind-the-Scenes Stories – Send an automated email with an interesting look at your company: how you started, a guide’s favorite tour story, or a sneak peek at a new experience.

✔️ “What’s Next?” Email – A few months later, suggest another tour based on what they previously booked: “You explored the canyon, now try our sunset boat adventure!”

✔️ Exclusive Repeat Guest Offer – After 6-12 months, re-engage them with a special incentive—early access to new tours, a loyalty perk, or a limited-time return guest upgrade.

This turns your newsletter ideas into an automated sales machine, keeping past guests engaged without relying on them to open a random monthly email.

6. Sending Emails When You Have Time (Instead of When They’re Paying Attention)

Most tour operators send emails when it’s convenient for them—not when their audience is actually listening.

Your emails should hit inboxes at the right moment, like:

  • Sending an extended Welcome Series immediately after they give you their email address
  • After a website visit (while they’re still interested)
  • Pre-trip upsells (when they’re finalizing plans)
  • Post-trip follow-ups (when they’re still excited about their experience)

Automate where you can. The right email at the right time beats 10 random ones.

7. Ignoring the Built-In Opportunities Your Tour Company Already Has

Your business already has natural touchpoints that most operators ignore. A few smart tweaks can turn routine processes into revenue-generating emails:

  • Waivers – Collect emails from all participants (not just the booker) and send them targeted pre-tour upsells like photo packages, rentals, or private upgrades.
  • Memberships & Packages – Don’t just mention them once—re-promote them through automated emails to remind customers of their benefits.
  • FareHarbor Cross-Selling – If you operate multiple tours across different dashboards, use email to cross-promote and fill up other activities.
  • FareHarbor Distribution Network – Send last-minute availability and exclusive offers through email to take full advantage of FareHarbor’s connected partners.

TourAdvantage makes all of this possible. We work with you to create a plan that fits your business—without it feeling overwhelming. You don’t have to do everything at once. Start small, see the extra revenue come in, and scale as you go. Whether it’s automating upsells, re-engaging past guests, or maximizing every email touchpoint, we help you turn your list into a powerful sales engine.

Lesli Peterson
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