“Social media is the best way to get bookings.”

You post great photos, write engaging captions, even throw in the occasional giveaway. And while people like, comment, and share… very few actually booked a tour.

Sound familiar?

The truth is, social media is great for visibility, but it’s not where most people make buying decisions. They scroll, they get distracted, they move on. But email? That’s where the real magic happens.

When someone joins your email list, they’ve moved beyond casual interest. They’re giving you permission to talk directly to them—without fighting an algorithm. And when you send the right emails at the right time, those followers turn into paying customers.

So how do you get Instagram and TikTok followers onto your email list? And once they’re there, how do you turn them into bookings? Let’s break it down.

Why Email Converts Better Than Social Media

Social media is crowded. Algorithms decide who sees your posts, and even your biggest fans might miss them. Email doesn’t have that problem—it lands directly in inboxes and stays there until read.

Unlike social media, where people scroll mindlessly, email catches them when they’re ready to take action. Booking a tour isn’t usually an impulse decision—it takes multiple touchpoints. Email keeps you top-of-mind, guiding customers from interest to booking without relying on an algorithm.

The Best Ways to Get Social Media Followers Onto Your Email List

Getting a social media follower to hand over their email takes more than just asking—it takes incentive and strategy. People need a reason to sign up, and the process needs to be effortless.

Offer Something Worth Signing Up For

Nobody signs up just to “get updates.” They need something in return. The best email opt-ins for tour operators include:

  • Exclusive discounts: “Get $10 off your next tour—sign up now!”
  • Free travel guides: “Download our ‘Hidden Gems of [Your Destination]’ guide”
  • VIP perks: “Subscribers get first access to limited tour dates & secret deals”

Make Your Call-to-Action Clear on Social Media

Your email signup link should be easy to find and impossible to ignore.

  • Add it to your bio section
  • Pin a post explaining the benefits of joining your email list
  • Use Instagram Stories to promote your freebie and add a link

Capture Emails Without Sending People Off-Platform

Most people don’t want to leave Instagram or TikTok to fill out a form. That’s where ManyChat changes the game.

ManyChat is an automated chatbot that collects emails. Instead of hoping people click a link, you can prompt them to sign up directly through a chat conversation.

Here’s how it works:

  • A follower comments on your post with a keyword (e.g., “guide”) → ManyChat auto-replies with a signup link
  • Someone DMs you a keyword (e.g., “discount”) → ManyChat asks for their email and delivers the offer

Example in Action

Imagine you post this on Instagram:

🚶‍♂️ “Want our ‘Top 5 Secret Spots in Costa Rica’ guide? Comment ‘Guide’ below!”

When a follower comments, ManyChat automatically responds:
📩 “Awesome! Click here to grab your free guide: [Link]”

When they click, they enter their email before downloading the guide.

This works because it keeps them engaged on social media while smoothly moving them onto your email list. No extra steps, no friction—just a natural flow from interest to signup.

And once they’re on your list? That’s when the real magic happens.

The Best Lead Magnets for Tour Operators

Not all email sign-up offers are created equal. If you want people to actually hand over their email, you need to give them something valuable—something that makes them think, “Yes, I need this right now.”

Here are the lead magnets that work best for tour operators:

Instant Discounts & Perks

Everyone loves a deal, especially when they’re considering a booking. Offering a small but meaningful discount can tip the scales in your favor.

  • “Get $10 off your first tour—sign up now!”
  • “Join our VIP list for exclusive discounts and early booking access.”
  • “Limited-time offer: 10% off when you subscribe today.”

People sign up because they don’t want to miss out, and you now have their email to nurture them into a long-term customer.

Free Travel Guides & Itineraries

A well-crafted guide builds trust and positions your tour as part of the perfect trip. It’s also an easy way to attract people who are planning their visit but haven’t booked anything yet.

  • “Download our ‘Top 10 Hidden Gems in Chicago’ guide.”
  • “3-Day Itinerary for the Ultimate Moab Adventure.”
  • “The Best Restaurants, Hikes, and Attractions in Toronto.”

Once they sign up, you can follow up with personalized tour recommendations based on their interests.

Exclusive Booking Access & VIP Perks

Some travelers want first dibs on the best experiences. Offering VIP perks makes your email list feel like an insider club.

  • “Email subscribers get early access to our most popular tours.”
  • “Sign up to hear about last-minute openings and private tour opportunities.”
  • “Be the first to book our seasonal and limited-edition tours.”

This works especially well for high-demand tours that sell out quickly.

The goal? Make signing up feel like a win for them—while bringing them one step closer to booking.