How to Create Tour Packages That Sell Themselves

Now more than ever, tour operators and travel agencies must master the art of creating compelling travel packages. As more potential customers turn to online booking for their travel experiences, creating diverse and appealing offerings is critical to running a successful business. This comprehensive guide will walk you through the process of designing tour packages that not only attract your target audience, but also increase your profit margins.

Understanding the importance of tour packages

Tour packages are the backbone of many travel companies, serving as the cornerstone product for tour operators, travel agents, and OTAs. They offer customers a hassle-free way to plan their getaways, combining various elements of a trip into one convenient bundle. This approach to travel planning has become increasingly popular in our fast-paced world, where time is a precious commodity.

For tour operators and travel agents, well-designed packages can offer many benefits:

• Foster partnerships and collaborations: Developing tour packages often involves collaborating with various local providers, from hotels and restaurants to activity operators and cultural institutions. These partnerships can lead to mutually beneficial relationships, opening up new opportunities for cross-promotion and expanded offerings.
• Increase revenue and improve profit margins: By bundling various components of a trip (transportation, accommodation, activities and sometimes meals), tour providers can often negotiate better rates with suppliers. This bulk purchasing power allows for higher profit margins compared to selling individual services. Additionally, packages can include high-margin add-ons or upgrades, further boosting revenue.
• Attract a wider range of customers: Tour packages cater to different types of travelers, from those seeking luxury getaways to budget-conscious adventurers. By offering a variety of packages, travel businesses can appeal to a broader demographic, including solo travelers, couples, families, and groups. This diversity in offerings can help expand the customer base and increase market share.
• Differentiate your travel business from competitors: In a crowded market, unique and well-crafted tour packages can set your business apart. By focusing on niche experiences, exclusive access to attractions, or specialized knowledge (e.g., eco-tourism, cultural immersion, adventure sports), you can create a unique selling proposition that distinguishes your offerings from those of competitors.
• Streamline the booking process: Instead of having to book multiple components separately, customers can secure their entire trip with a single transaction. This convenience factor can significantly increase conversion rates. Pro tip: Implementing a user-friendly online booking system can further enhance this streamlined experience.
• Optimize resource allocation: For tour operators, packages allow for better resource management. By having a set itinerary and number of participants, it’s easier to allocate staff, transportation, and other resources efficiently.

Identifying your target market

Before diving into package creation, it’s crucial to understand your target audience. After all, different demographics have varying preferences when it comes to travel experiences. By tailoring your tour packages to specific demographics, you can create more appealing and targeted offerings that resonate with your ideal customers.

We recommend focusing on the following types of travelers:

Adventure seekers

• Characteristics: Thrill-seekers, often younger (20-40), physically active
• Preferences: Challenging activities, unique experiences, off-the-beaten-path destinations

Culture enthusiasts

• Characteristics: All ages, interested in history, arts, and local customs
• Preferences: Authentic experiences, interaction with locals, learning opportunities

Honeymooners

• Characteristics: Typically younger couples (25-35), seeking romance and relaxation
• Preferences: Privacy, luxury, memorable experiences

Luxury travelers

• Characteristics: Higher income bracket, all ages, value exclusivity and comfort
• Preferences: High-end accommodations, personalized service, unique experiences

Solo travelers

• Characteristics: Often younger (20-40) or older (55+), independent, seeking personal growth
• Preferences: Social opportunities, safety, flexibility

Families

• Characteristics: Parents with children, multi-generational groups
• Preferences: Child-friendly activities, safety, value for money

Retirees

• Characteristics: 60+ age group, often with more time and disposable income
• Preferences: Comfort, slower-paced itineraries, cultural experiences

Essential components of a tour package

A well-rounded tour package typically includes several key components that work together to create a comprehensive and appealing travel experience.

• Transportation (flights, transfers, local transport): Consider offering upgraded transportation options (e.g., private cars, first-class train tickets) as add-ons to increase revenue and cater to luxury travelers.
• Accommodation: Partner with a variety of accommodation providers to offer exclusive rates and unique experiences that travelers can’t easily book on their own.
• Activities and excursions: Offer a balance of included activities and optional excursions to allow for personalization while maintaining a structured itinerary.
• Meals (some or all): Highlight local cuisine and unique dining experiences to add value and cultural immersion to your packages.
• Tour guide services: Invest in training your guides to provide exceptional service, as they often make or break the tour experience.
• Travel insurance (optional but recommended): Partner with reputable insurance providers to offer competitive rates and seamless integration with your booking process.

Step-by-step guide to creating irresistible tour packages

What are guests going to be looking for? A tour package that provides them with the most value and minimizes how much work they have to do. Be the solution for their travel desires with a thoughtfully curated tour package offer. Here are 5 steps to creating a desirable tour package: 

Research your market and competitors

Start by thoroughly analyzing similar tours in your particular destination or niche. Look at what other tour providers, travel agents, and online travel agencies (OTAs) are offering. This comprehensive research will help you identify gaps in the market and opportunities for unique experiences.

Key areas to focus on during your research:

• Marketing approaches: Study how competitors promote their packages across various channels.
• Pricing strategies: Analyze how competitors price their packages and what’s included at different price points.
• Package components: Note the typical inclusions and exclusions in similar tour packages.
• Unique selling points: Identify what makes each competitor’s offerings stand out.
• Customer reviews: Read through customer feedback to understand what travelers appreciate and what they find lacking in existing tours.
• Seasonal offerings: Observe how packages change throughout the year to cater to different travel seasons.

Define your unique selling points (USPs)

Identifying and leveraging your unique selling points (USPs) is crucial in differentiating your tour company from competitors and attracting potential customers. Your USPs are the distinctive features or benefits that make your tour packages stand out in the crowded travel market.

Key questions to ask when defining your USPs:

• Do you cater to a specific niche or demographic better than others?
• What makes your tour company stand out from the competition?
• Do you offer exclusive access to certain attractions or experiences?
• Do you have expert tour guides with unique knowledge or skills?
• Is there something special about your approach to tour design or customer service?

Design your tour itinerary

A thoughtfully designed itinerary attracts potential customers while ensuring a smooth and enjoyable travel experience. When creating a compelling day-by-day itinerary for your tour package, consider the following:

• Flexibility for different traveler preferences
• Duration of the tour (single-day, multi-day, etc.)
• Balance of activities and free time
• Variety of experiences (cultural, adventurous, relaxing)

Partner with local providers

Forging strong partnerships with local accommodation providers, restaurants, activity operators, and other local businesses is a crucial step in creating compelling tour packages. These collaborations can significantly enhance your tour offerings, provide unique experiences for your customers, and contribute to the local economy. For more information on this topic, please read our dedicated blog article.

Price your packages strategically

Strategic pricing is crucial for the success of your tour packages. It requires balancing competitiveness in the market with maintaining healthy profit margins. When setting price points, consider:

• Costs (fixed, variable and overhead costs).
• Competitor pricing (Consider your positioning in the market – budget, mid-range, luxury – when comparing prices).
• Value-added services (Identify and quantify the value of unique experiences or services in your packages).
• Group discounts (Offer tiered pricing for different group sizes).
• Seasonal variations (Adjust prices for peak seasons, shoulder seasons, and off-peak times).
• Commissions (If working with travel agents or OTAs, factor in their commission when setting prices).
• Upselling and cross-selling opportunities (Price core packages competitively, but offer profitable add-ons and upgrades).

Key takeaway: Aim for competitive pricing while ensuring healthy profit margins. Your prices should reflect the value you offer, cover all your costs, and provide a sustainable profit for your business. Don’t be afraid to charge premium rates if you’re offering unique, high-quality experiences that justify the price.

Implement a robust booking system

Implementing a comprehensive booking system like Checkfront can transform your booking process and streamline your operations.

Consider that today’s travelers expect the convenience of instant, online booking capabilities: to date, 57% of all travel-related reservations are made online. They want to browse options, check availability in real-time, and secure their seats immediately, often outside of business hours.

In addition to processing reservations, Checkfront serves as a powerful business tool. It can handle payment processing in multiple currencies, manage resource allocation, and provide valuable insight through detailed reporting. Automated communications keep your customers informed with confirmation emails, reminders, and follow-up messages, improving their experience while reducing your workload.

While implementing a new booking system requires some initial setup and training, the benefits (increased efficiency, improved customer satisfaction, and better business insight) make it a worthwhile investment for any travel business serious about growth.

Marketing strategies for your tour packages

Once you’ve created your packages, it’s time to promote them effectively:

• Optimize for SEO: Use relevant keywords in your package descriptions and throughout your website to improve search engine rankings.
• Leverage Social Media: Share captivating content about your tours on platforms like Instagram, Facebook, and Twitter. Consider working with travel influencers to broaden your reach.
• Email Marketing: Keep past customers and leads informed about new packages and special offers through regular newsletters.
• Content Marketing: Create blog posts, videos, and other content that showcases your expertise and the unique aspects of your tours.
• Partnerships: Collaborate with other travel businesses, tourism boards, and OTAs to expand your distribution channels.
• User-Generated Content: Encourage customers to share their experiences on social media and review sites, providing social proof for potential bookers.

Where to find partners to sell more tour packages 

If you’re looking to partner with fellow experience providers, the best approach is to explore accommodation, experience providers and restaurant establishments in your area. Explore whether they share a similar philosophy when it comes to running their business and connect with them in person, if possible.  

Take Adventure Hub, for example, they have a few different tour operators in the Kananaskis Valley offering paddles, hiking, trail rides and distillery tastings. For a guest visiting the area, this gives them access to a variety of activities all in one place, heightening the chance they’ll book more.  

How to create a tour package using Checkfront

As a tour operator, your job is to paint a picture of possibility for your guests. Travelers will look to you for suggestions and ideas of how to maximize their experience, and this is where creating tour packages make it easy for guests to want to book. 

If you’re looking for more insight on creating tour packages in Checkfront, follow these steps outlined in our Knowledge Base. The Package feature encourages guests to create a bespoke tour package. In doing so, it further incentivizes them to book more and save with attractive price points.

Conclusion

Creating successful tour packages that sell themselves requires careful planning and execution. Here are the essential elements to remember:

1. Understanding your target market is crucial for package design
2. Strong local partnerships enhance package value and create unique experiences
3. Strategic pricing balances competitiveness with healthy profit margins
4. A robust booking system is essential for modern tour operations
5. Effective marketing across multiple channels maximizes package visibility

Ready to streamline your tour operations?

Book a free demo with Checkfront today and discover how our booking system can help you create, manage, and sell your tour packages more effectively. Our team will show you how to automate your booking process, increase your revenue, and deliver exceptional customer experiences.