It’s mid-season for many of you, and things are busy. You’re giving solid tours, juggling bookings, managing people, probably doing some troubleshooting before breakfast. You’re in it.

Meanwhile, your guests are talking.

Not always in reviews. Not directly to your face. But in the backseat on the way home, in group texts, in half-finished social posts. They’re saying things you might not hear—but that shape how they remember the experience.

Some of it’s good. Some of it’s not quite bad, but… fixable. If you could sit in on those conversations, here’s what you’d probably hear.

“I didn’t know where to park. Or what to bring. Or… anything, really.”

Guests rarely say this out loud—but you can feel it. They show up late, flustered, wearing the wrong shoes and holding a Starbucks instead of water.

It’s not that you didn’t tell them. The info’s in the confirmation email, maybe even on the website. But they booked weeks ago, they’re traveling, and they’re probably scrolling their inbox at a red light. If they can’t find what they need in three seconds, they assume it’s not there.

The fix. A day-before reminder email makes all the difference. Keep it short, plain-text, and human. Where to park. What to bring. One or two things guests always forget. A Google Maps pin, a photo if the entrance is tricky, and maybe one friendly line in your actual voice: “Yes, we know it’s hot—bring water, and if you forget, we’ve got you.” That one message cuts down on questions, no-shows, and stress—for everyone.

Even better? Resend it (or one like it) 1-2 hours before they are supposed to show up for the tour.

“Wish I’d known about the sunset tour.”

Or the add-on. Or the museum next door.

They had a good time. Maybe a great time. And as they’re leaving, someone says, “Wait—you do a sunset version?” or “We would’ve totally stayed for that.”

You mentioned it somewhere, probably. But between their booking, travel, and getting out the door, it just didn’t land. It’s not that they weren’t interested. They just didn’t know.

The fix. This is where a quick pre-tour email—three to five days before the experience—can quietly do its job. Keep it short and clear: “Still planning your trip? Here’s what else is happening while you’re here.”

Highlight your upsells, related tours, or Distribution Network partner offers in a way that feels helpful, not pushy. “Staying another day? Don’t miss the ghost walk.” You’re not selling—you’re being the local who knows what’s worth doing.

“I don’t think I’d recommend it.”

Sometimes, it doesn’t matter how much effort you put in—they show up upset, stay upset, and leave ready to vent about it. You saw it coming. You answered their emails. You comped the drink. And still, you know exactly where that one-star review is headed.

The fix. With the right tools in place, you can quietly remove guests like this from your review flow. No awkward confrontations. No automatic reminder nudging them to share what you already know they’re going to say. Just a little buffer between you and the people who were never going to give you a fair shot.

“We almost booked… then forgot.”

Okay—technically not your customer. And that’s the problem.

They were on your site. They clicked around. Maybe even picked a date. Then their phone buzzed, their kid needed something, or they got distracted and wandered off. They didn’t mean to ghost you. They just never made it back.

The fix. This is exactly where browse abandonment comes in. If someone views a tour but doesn’t book, send a short follow-up within 24 hours. “Still thinking about the paddle tour? Spots are filling fast.”

That’s it. No discount. No pressure. Just a quick nudge and a link back to where they left off. Add a photo if you want, but keep it simple. You’re not chasing—they already liked you. You’re just helping them finish what they started.

These are just a few of the quiet, fixable moments that slip through the cracks. There are dozens more—and most can be handled with marketing automation, once, without adding more to your plate.

Lesli Peterson
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