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Top Tour Operators and Travel Agencies in USA 2024/2025

Top Tour Operators and Travel Agencies in USA. Below you will find 29 of the best tour operators and travel agencies in USA offering in total 261 tours and holidays through-out USA. Combined they have received 173 customer reviews and an average rating of 5 out of 5 stars. The top tour activities offered in USA are: Adventure and sport, Wildlife, landscapes and nature & Sightseeing, attractions, culture and history.

• Tours in USA
• USA Travel Guide
• 12 Things to do in the USA

29 Tour Operators in USA with 173 Reviews

Infinite Adventures

• Address 809 W Riordan 100-325, Flagstaff, USA
• Response Rate 100%
• Response Time 2 hours

• Address 2461 FM 778, Mineola, USA
• Response Rate 95%
• Response Time 1 hour

• Best-in-Class Top 5% of companies
• Excellent Service Top 10% of companies
• Superior Service Top 15% of companies

Expat Explore

• Address 10 Merryweather Place, London, England
• Response Rate 90%

Omega Tours

• Address 142 Westmount Avenue, Toronto, Canada
• Response Rate 94%

Intrepid Travel

• Address 380 Lonsdale Street, Melbourne, Australia

World Expeditions

• Address 1B Osiers Road, Wandsworth, London, England
• Response Rate 82%
• Response Time 3 hours

• Address Picquet House, St Peter Port, Guernsey, London, England

The Coyote Trip

• Address 182 Mayall Road, London, England

Luxury Gold

• Address 33 Kern Road, Toronto, Canada
• Response Rate 60%

Doctor Gumbo Tours

• Address 823 Decatur St, New Orleans, USA
• Response Rate 50%

Indus Travels

• Address 233, 11951 Hammersmith Way, Richmond, Canada
• Response Rate 97%

Adventures Abroad

• Address 2148-20800 Westminster Highway, Richmond BC, Canada

• Response Rate 88%

• Address Nelson House, 55-59 Victoria Rd, Farnborough, England
• Response Rate 96%

USA Tour Reviews

• Ms. Aimee A.
• Ms. Holly F.
• Mrs. Deena M.
• USA budget tours
• Eco tours in USA
• USA guided tours
• USA family tour packages
• USA luxury tours
• USA private tours
• USA self-guided tours
• USA small group tours
• USA solo trips
• USA tailor-made vacation packages
• USA tours for senior citizens
• USA tours for young adults
• USA group tours
• USA last minute deals
• USA travel deals

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What is a tour operator and how does it work?

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The tour operator is an integral component of tourism , yet many people are unclear about what a tour operator actually is or what they do.

In this article I will explain what a tour operator is and why tour operators are important. I will also talk about what the difference between a tour operator and a travel agent is, as well as the different types of tour operators.

What is a tour operator?

Definitions of tour operator, importance of tour operators, the difference between a tour operator and a travel agent, what does a tour operator do, products and services sold by tour operators, inbound tour operators, outbound tour operators, domestic tour operators, ground tour operators, the association of independent tour operators, the tour operator: to conclude.

Tour operators are inextricably linked to the package holiday model. The tour operator is the person or organisation who creates the package. A travel agency is then used to sell the package holiday.

In the chain of distribution , the tour operator is represented by the term ‘wholesaler’. This is because the tour operator is responsible for purchasing products of services in bulk and then redistributing them as a packaged product to consumers.

To put it simply, a tour operator is the person or organisation who takes the individual elements of a holiday (e.g. transfer, hotel, transport) and packages these together.

The types of package vary. Most commonly, tour operators are associated with mass tourism and the traditional package holiday market. However, tour operators do also play an important role in the production of niche tourism products and services too.

If you’re looking for a formal definition of a tour operator with a reputable source, you may want to reference Polyther, who in 1993, defined the tour operator as;

‘[an organisation or person] who has the responsibility of putting the tour ingredients together, marketing it, making reservations and handling actual operation’.

Similarly, Holloway (1992) states that;

tour operations undertake a distinct function in the tourism industry, they purchase separate e lements of tourism products/services and combine them into a package tour which they sell directly or indirectly to the tourists .

The Organisation for Economic and Cultural Development (OECD) define a tour operator as follows;

‘Tour operators are businesses that combine two or more travel services (e.g., transport, accommodation, meals, entertainment, sightseeing) and sell them through travel agencies or directly to final consumers as a single product (called a package tour) for a global price. The components of a package tour might be pre-established or can result from an “a la carte” procedure, in which the visitor decides the combination of services he/she wishes to acquire.’

Tour operators are an important part of the tourism industry .

Tour operators make the logistics of organising a holiday much easier for the consumer. This makes people more likely to travel, more often.

Tour operators have a lot of power. If they choose to sell holidays in a particular location, for example, then that location will receive many of the associated positive and negative economic impacts of tourism .

Tour operators are often vertically or horizontally integrated with other organisations, such as travel agents and airlines. This allows for easier management and distribution of products.

Tour operators typically build holidays en masse. This means that economies of scale play a key role in driving down prices- the more you produce the cheaper the product becomes! This is obviously beneficial to the consumer and helps travel agents to have a competitive advantage when selling holidays.

Many people are not aware that a travel agent and a tour operator are actually two totally different organisations and they are not aware of the difference between a tour operator and a travel agent.

In fact, it is quite easy to understand this difference!

A tour operator is the organisation which puts the different elements of a holiday together. And the travel agent is the organisation who sells it to the consumer.

Whilst this differentiation is pretty easy to comprehend, it is easy to understand why people get tour operators and travel agents confused. This is largely because many organisations will operate under the same company. For example, TUI has a tour operator and a travel agent (and an airline too). As a result, many people do not realise that in actual fact, there are two separate organisations doing two separate jobs.

Ultimately, a tour operator is responsible for putting the different elements of a holiday together into a commodified package.

To do this, there are a number of different roles and responsibilities that tour operator staff will have. This includes:

• Data analysis- which destinations will sell best, how many holidays should they sell etc
• Assessing suitability of accommodation, transfer and transport options
• Liaising with stakeholders e.g. coach operators, airlines, hoteliers and resort representatives
• Negotiating contracts
• Confirming reservations with airlines/hotels
• Managing and responding to customer feedback
• Undertaking market research
• Production of marketing material
• Providing pricing information
• Handling bookings, invoicing and issuing of tickets
• Working with travel consultants from different travel agencies to put holiday packages together

Tour operators have a number of products and services that they sell, depending on their specific business model, business intentions and target market. A tour operator will typically package together two of more elements to form a packaged product, which is then sold at an inclusive price.

Examples include:

• Package holidays
• Accommodation
• Information on destinations
• Representative service in resorts

Types of tour operator

Tour operators come in all shapes and sizes. Some are large, multinational organisations and other are small, independent business.

Different types of tour operators develop products for different types of tourism . This can include the mass market, niche tourism market, special interest tourism, the luxury market, tailor-made products and dynamic packages .

There are four different types of tour operators, which I will explain below.

• Inbound Tour Operators
• Outbound Tour Operators
• Domestic Tour Operators
• Ground Operators

An inbound tour operator is one who facilitates inbound tourism .

The aim of an inbound tour operator is to bring tourists in to a particular country or countries.

Inbound tour operators will often collaborate with local travel agencies and transport operators to facilitate travel arrangements for their customers.

Inbound tour operator example: A group of German tourists conduct a tour of China, encompassing a visit to Shanghai , Hangzhou and the Yellow Mountains . The tour operator who organises their travel is Chinese-based company China Highlights . This company is based locally in China and they offer local, Chinese tours.

An outbound tour operator is one who facilitates outbound tourism .

The aim of an outbound tour operator is to send tourists out of a particular country or countries.

Outbound tour operators will often collaborate with foreign travel agencies and transport operators to facilitate travel arrangements for their customers.

Outbound tour operator example : A family of four from Liverpool, UK want to book an all-inclusive summer sun holiday in Alicante. They book through TUI , the largest tour operator in Britain, who specialises in outbound travel. They are based in the UK, but they work with foreign partners to facilitate holidays overseas.

A domestic tour operator is one who facilitates domestic tourism .

The aim of a domestic tour operator is to organise travel within a particular country or countries.

Domestic tour operators will often collaborate with domestic travel agencies and transport operators to facilitate travel arrangements for their customers. Domestic tour operators will often also serve the inbound tourism market.

Domestic tour operator example : A group of twenty-something boys from Chicago want to travel to Florida for the spring break holiday. They want to do a tour of the local attractions in the area and have some time to relax on the beach . They organise their travel through the tour company, Trek America . Staff at this company are experts in domestic travel within the USA.

A ground tour operator is an organisation who dopes the ground work as grass roots level.

Many tour operators do not have connections in all places around the world, therefore they build a network of connections to help them run their business.

Essentially, some of the work is passed on to a third party, known as a ground operator. This work may include negotiating local contracts, liaising with local suppliers and providing market data, amongst other things.

This is especially common for small tour operators.

You may also hear ground tour operators referred to as handling operators or handling agents.

Ground tour operator example : A backpacker wants to ‘give something back’ and book a volunteer tourism holiday in Kerala. She wanted to use a known and trusted tour operator to book her trip so she booked it with Intrepid Travel . Intrepid Travel create and sell adventure holidays all over the world, and it is impossible for them to have contacts and every staff in every corner of the globe. Therefore they work with local ground operators, who do the work on the ground. In this instance, the ground organisation is Iris Travel – a tour operator based in Kerela, India.

The Association of Independent Tour Operators , abbreviated as AITO, is a travel industry trade group (like  ABTA  or ATOL) based in Britain. They launched in 1976.

The AITO represents around 120 independent  tour operators  across 200 countries.

These tour operators provide access to a huge range of activities including city breaks, safaris, luxury holidays and much more. The AITO is based in Twickenham, south-west London.

The AITO does a variety of things. Most importantly, you can be reassured that your holiday is well-protected thanks to the Association of Independent Tour Operators.

They assess every member financially as well as by their own business practice code before granting membership; this means that you are guaranteed clear and accurate descriptions of holidays as well as tour standards that are consistently monitored.

Tour operators are an important part of the tourism industry, and with AITO, you have added security when booking your travels through a tour operator. Hopefully after reading this article you are now confident with what a tour operator is, how these organisations work and the different types of tour operators operating the market.

If you liked this article, why not take a look at these too?

• Types of travel agents | Understanding tourism
• What is e-tourism and how is it changing travel?
• 10 jobs in travel and tourism that will be BIG in 2022 and beyond
• What does the World Travel and Tourism Council do?

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15 Best Group Travel Companies for Guided Tours in 2024

The best tour companies for guided tours in 2024 deliver special insider experiences you simply can't book independently..

The Scoop: What to Know About Trafalgar Tours

Guided tours are an easy and stress-free way to discover new places. When you travel with the best tour operators, you can often dig much deeper into the history, culture, and daily life of your destination than if you’d gone it alone. In fact, the world’s top tour companies employ local guides, handle all of the details, and often deliver special insider travel experiences you simply can’t book independently. And travel tour groups are a good value, too.

To learn more about this year’s best tour companies and their guided tours, click on any company name in the list below to go straight to their website and start your search. Or, scroll down to read more about my picks for the best tour operators in 2024.

2024’s Best Tour Operators for Guided Tours 

• G Adventures  
• Adventures by Disney
• Grand Circle Travel
• Road Scholar
• Collette  
• Tauck  
• National Geographic Expeditions  
• Overseas Adventure Travel
• Intrepid Travel  
• AdventureWomen  
• Abercrombie & Kent
• Exodus Travels

1. Trafalgar Tours

One of the largest and most established tour operators in the world, Trafalgar offers everything from standard coach tours and small group active tours to private tours, hiking and biking tours, and special interest tours built around nature, history, food, and other interests. All told, Trafalgar hosts more than 350 guided tours in 72 countries and all seven continents. England, Italy, the Iberian Peninsula, Egypt, Ireland, Argentina, and Thailand are some of its most popular destinations. ( Read our full Trafalgar review here .)

Seniors and travelers 50 and older are Trafalagar’s core audience, though children as young as five years old are welcome on its family tours. Trafalgar’s solo travel options include free or reduced single supplement prices for many of its most popular trips. Each of its tour directors has at least three to five years of road experience, and many have been with the company for decades. 

TAKE A HIKE: 9 Best Companies for Walking Tours and Hiking Tours in 2024

Trafalgar’s guided tours cover all accommodations (typically four-star hotels where available) and most transportation during your trip, including airport transfers on the majority of its overseas tours. Most meals and activities are included. Trafalgar also offers special one-of-a-kind experiences such as dining with locals, sleeping in a castle or historic hotel, and early entry to popular tourist attractions. Anyone who books a tour with Trafalgar’ is automatically enrolled in its Very Important Traveler (VIT) program that offers discounts and priority access on future trips. 

Quick Facts about Guided Tour Operator Trafalgar

• Average guided tour group size: 40 guests (standard coach tours); no more than 17 guests on small group active tours.
• Price range: Upscale.
• What’s included: Accommodations, transportation within the trip, admission prices, and most meals.
• What’s not included: Pre- and post-trip transportation, some meals, and tips.
• Primary audience: Seniors and travelers over the age of 50.
• Destinations: Europe, Africa, North America, Central America, South America, Middle East, Oceania, and the Polar regions.
• How to book:  Directly through  Trafalgar or through a travel agent
• More tours: 10 Best Trafalgar Tours to Take in 2024

2. G Adventures

Small group tour operator G Adventures has guided trips suitable for a wide range of travel preferences. The company’s driving philosophy is all about improving the world through travel, and it supports this mission by utilizing local businesses and community resources on its tours. Many of G Adventures’s guests share this philosophy as a core value. 

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The company’s guided tours cater to a variety of fitness levels and cultural interests. Its classic tours hit a sweet spot between backpacking and traditional group tours; active tours focus heavily on hiking, trekking, biking, and other physically intense activities; family tours lean into age-appropriate activities and kid-friendly accommodations; local living tours let you participate in the rituals of daily life in unique destinations around the world; and 18-to-thirtysomething tours let young adults explore the world with similarly aged companions. 

G Adventures also partners with National Geographic for both general tours and family journeys designed to provide guests with an even deeper understanding of the cultures and traditions of each destination. And the company’s one-of-a-kind Jane Goodall Collection of guided tours offers a responsible way to experience wildlife up close. G Adventures offers a unique perk on all of its trips. The company’s Lifetime Deposits program allows you to retain your initial deposit for use at a later date at no extra charge if you need to postpone a trip due to a change in plans or circumstances.

Quick Facts about Guided Tour Company G Adventures

• Average guided tour group size: 12 people.
• Price category: Moderate.
• What’s included: Accommodations, activities, and some meals.
• What’s not included: Airfare.
• Primary audience: Adults ages 30 to 55, but also families and younger travelers.
• How to book: Directly through G Adventures or through a travel agent.
• More tours: 10 Best G Adventures Tours to Take in 2024

3. Adventures by Disney

Founded in 2005, Adventures by Disney offers upscale small group tours to about 40 destinations on all seven continents. While you may associate Disney with princesses and talking animals, a vacation with Adventures by Disney is more about the Disney way of doing things than it is about The Walt Disney Company’s entertainment brand. 

When you travel with Adventures by Disney, what you’re getting is top-notch service, people-pleasing trip leaders (called Adventure Guides), and special experiences created just for Disney’s guided tours (think skip-the-line access to tourist attractions like the Louvre in Paris, special backstage tours on Broadway, or traditional bread-baking demonstrations in Iceland). Each trip also includes at least one Adventure Guide from the host destination, who brings local knowledge and a deep connection to the destination. 

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On guided tours with Adventures by Disney, things run smoothly and right on time . That makes it a great choice for stress-free family travel adventures . Most of Adventures by Disney’s guided tours feature built-in family time as well as built-in alone time for the adults. On some evenings, the Adventure Guides may host a “Junior Adventure” movie night. Other times there may be a kids-only dining table for the evening meal. 

Guided tours with Adventures by Disney include upscale accommodations, transportation within the trip (such as airport transfers, internal flights or trains, and motor coaches), admission prices and VIP experiences, luggage and concierge services, taxes, most gratuities, and many meals. There are typically some “on your own” meals, and pre-trip transportation is not included in the price. Adventures by Disney vacations tend toward the luxury side of the price range: an eight-day Peru vacation starts at $6,199 in 2024; an Adriatic expedition cruise starts at $8,999. In addition to its family-oriented trips, Adventures by Disney also offers private tours and adults-exclusive tours.

Adventures by Disney travelers can enroll in the company’s Adventure Insiders program to receive special offers, including advance notice of new tour destinations.

Quick Facts about Guided Tour Operator Adventures by Disney

• Average guided tour group size: 35 to 44 guests.
• Price range: Upscale/premium.
• What’s included: Accommodations, transportation within the trip, admission prices, VIP experiences, luggage and concierge services, taxes, most gratuities, and most meals.
• What’s not included: Pre- and post-trip transportation, some meals, and tips for your Adventure Guides.
• Primary audience: Families and adult Disney fans.
• How to Book: Directly through Adventures by Disney or through a travel agent.

The flagship brand of the Globus family of companies (which also includes Cosmos and Avalon Waterways ), tour operator Globus offers coach tours on six continents spanning more than 70 countries. Tour styles include small group tours , offered on Europe and North America itineraries; choice tours, which allow you to choose from three or four possible excursions rather than a one-size-fits-all schedule; undiscovered tours that take a deep dive away from the tourist areas; self-guided independent tours; Escapes by Globus , which operate during the slower tourism season between November and March; and faith-based trips to destinations such as the Holy Land.

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Globus caters to older adults, generally from about 50 to 70 years old, with most guests traveling as part of a couple or family. For solo travelers, which comprise about 20% of the tour company’s guests, Globus offers single supplement waiver promotions on select tours. Globus also has a Welcome Back Credit loyalty program. Each trip earns up to a $250 credit toward a future trip with Globus, Cosmos, or Avalon Waterways.

Quick Facts about Guided Tours with Globus

• Average guided tour group size: 38 guests (classic coach tours); 20 to 24 guests (small group discovery tours).
• Price category: Budget to moderate.
• What’s included: Hotels, all breakfasts, some additional meals, all transportation, VIP “skip the line” access, and local guides.
• What’s not included:  Gratuities and airfare; however, Globus offers the option to purchase airfare when you book, which comes with free airport transfers.
• Primary audience: Adults between 50 and 70 years old.
• Destinations: Europe, Africa, North America, Central America, South America, the Middle East, and Oceania.
• How to book: Directly through Globus or through a travel agent.

5. Grand Circle Travel

Operating since 1958, Grand Circle Travel is another highly regarded tour operator for adults over 50. The flagship brand within the Grand Circle family of companies (which also includes Overseas Adventure Travel ) offers a wide selection of land-based tours and river cruises for groups ranging in size from 24 to 47 people. 

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Grand Circle Travel’s trips are specifically designed for older travelers. Leisurely pacing and a focus on value are hallmarks of the Grand Circle experience. Like its sister company Overseas Adventure Travel (O.A.T.), which is a top choice for active solo travelers over age 50, Grand Circle stands out as a great fit for solo travelers interested in finding camaraderie and community on vacation. The company offers free or low-cost single supplement fees on all of its itineraries. Grand Circle has guided tour experiences on all seven continents. Land-based group tours average about 30 travelers, while river cruises can range from about 38 to 45 guests. Grand Circle’s loyalty program, called the Inner Circle Club , offers discounts for frequent guests and multiple trips booked within the same calendar year. 

Quick Facts about Guided Tour Operator Grand Circle Travel

• Average guided tour group size: 24 to 30 guests (land tours); 38 to 45 guests (river cruises).
• Price category: Moderate to upscale.
• What’s included: Airfare, meals, activities, accommodations, transportation, special events, gratuities for local guides and motor coach drivers (land tours); airfare, accommodations, most meals, onboard drinks and house beer and wine, port charges, and gratuities for local guides and motor coach drivers (cruises).
• What’s not included: Airfare can also be purchased separately.
• Primary audience: Adults, including solo travelers, over the age of 50.
• How to book: Directly through Grand Circle Travel or through a travel agent.

6. Road Scholar

What started as the tour company Elderhostel in 1975 has since evolved into Road Scholar , a non-profit tour company with an educational focus that offers guided tours around the world. Its primary audience is senior travelers, but it also has the special and unique Grandparent Adventures , which support grandparents and grandchildren traveling together. Road Scholar is also very solo-traveler friendly—about 25 percent of Road Scholar tour guests are solo travelers. And the tour company has a number of itineraries for women-only tours as well.  

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Road Scholar’s educational tours include all accommodations plus most meals, expert-led lectures, field trips, and hands-on experiences, as well as transportation and gratuities. Road Scholar is able to book airfare for international tours, which allows you to have your travel monitored and supported by the company from start to finish. 

Quick Facts about Guided Tour Company Road Scholar

• Average Tour Size: 22 people.
• Price Range: Budget to luxury (from about $699 to $21,999 per person).
• What’s Included: Accommodations, most meals, expert-led experiences, transportation, gratuities, and the Road Scholar Assurance Plan coverage.
• What’s Not Included: Pre- and post-trip transportation.
• Primary Audience: Older travelers, grandparents traveling with grandkids, women, and solo travelers.
• Destinations: Europe, the Americas, Africa and the Middle East, Asia, Australia and South Pacific, and Antarctica.
• How to book: Directly through Road Scholar or through a travel agent.

7. Collette

A family-run business with hundreds of guided tour options across all seven continents, Collette offers a mix of small group trips (14 to 24 people per tour) and classic guided tours (up to 44 people). Its group tours start around $1,500, and most guests are over the age of 55. Collette is worldwide travel brand and tour operator with offices in the U.S., Canada, Australia, and the U.K.

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From land tours and river cruises to rail journeys, small group tours, and city stays, Collette offers a variety of ways to travel, including optional excursions and pre- and post-tour nights at your destination. And while the company tends to attract an older and budget-focused audience with an eye toward value, many of its hotels are four-star quality, and meals favor well-reviewed local restaurants with generous menus. 

Collette employs local guides for all of its trips and puts an emphasis on utilizing local businesses and restaurants. It also offers community sustainability programs for its guests in destinations across the world and invests a percentage of its proceeds back into local community or sustainability projects. Tour guests are automatically enrolled in The Collette Passport Club and receive credit toward future trips. 

Quick Facts about Guided Tours with Collette

• Average guided tour group size: 44 guests (classic tours); 14 to 24 guests (small group tours).
• What’s included: Hotels, activities, museum and attraction admissions, local guides, transportation, and airport transfers.
• What’s not included: Airfare, meals, and gratuities.
• Primary audience: Adults, primarily couples, between the ages of 50 and 70.
• How to book: Directly through Collette or through a travel agent.

8. T auck Tours

Family-owned Tauck has a simple philosophy: Deliver more than what’s expected. The award-winning guided tour operator has been doing just that for nearly 100 years by offering authentic experiences and behind-the-scenes access to destinations all over the world. Tauck’s century of experience is evident in nearly every detail of its guided trips, which cover more than 100 destinations in 70+ countries across all seven continents.

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The company’s tours are well-regarded for their expertise in local customs, traditions, flora, and fauna. Meals and accommodations are upscale. Its tour guides, called Tauck Directors, come from 40 countries and average a decade of experience each. You can choose from five unique trip styles: land tours, small group journeys, river cruises, small ship cruises, and multigenerational family journeys called Tauck Bridges. The tour operator also boasts an exclusive partnership with the award-winning documentary filmmaker Ken Burns, offering deep-dive trips that explore the themes of his films, including the American Civil War, U.S. national parks, baseball, and jazz. 

Quick Facts about Guided Tour Operator Tauck

• Average guided tour group size: 35 people (standard tours); 24 people (small group tours).
• Price category: Upscale.
• What’s included: Gratuities, sightseeing and admissions, most meals, airport and luggage transfer, and taxes.
• What’s not included: Airfare and alcohol.
• Primary audience: Adults over age 50 and multigenerational family groups.
• How to book: Directly through Tauck or through a travel agent.

9. National Geographic Expeditions

Launched in 1999, National Geographic Expeditions leans into its parent company’s core values of exploration, science, education, and storytelling to offer exceptional guided tours on all seven continents. From exploring the Swiss and Italian Alps by train to photographing Machu Picchu at sunrise, National Geographic Expeditions takes you to some of the most celebrated natural wonders, archaeological sites, and wildlife-rich destinations in the world. 

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A guided trip with National Geographic Expeditions is all about meaningful exploration of the world and its many cultures. Whether by land, small ship, train, river cruise, or even private jet, you can expect a guided tour that goes way beyond the ordinary. And with itineraries geared specifically for photographers, families ( in partnership with G Adventures ), or independent travelers, you’ll be exploring alongside both like-minded travelers and subject matter experts. 

The company offers two unique ways to travel: National Geographic Signature Land tours, led by NatGeo experts, are its flagship trips and feature high-end accommodations, special access to field researchers and sites of interest, and even photography workshops; National Geographic Journeys, led by local guides, utilize mid-range hotels and blend hands-on exploration with more free time to explore on your own. Many National Geographic Expeditions trips also offer pre- and post-trip extensions.

The National Geographic Lifelong Explorers program offers loyalty discounts for return guests. Additionally, a portion of the proceeds from each trip helps fund the National Geographic Society’s research and conservation programs around the world.

Quick Facts about Guided Travel Tours with National Geographic Expeditions

• Average guided tour group size: 16 to 25 people per departure; cruises are all in small ships under 200 passengers.
• Price category: Premium (National Geographic Signature Expeditions); budget to moderate (National Geographic Journeys).
• What’s included: Meals, accommodations, excursions, services of a National Geographic Expert, ground transportation, most transfers, baggage handling, most gratuities (for National Geographic Signature Land); some meals, accommodations, excursions, local guides, ground transportation, and some transfers (for National Geographic Journeys).
• What’s not included: Airfare, some meals, and some gratuities.
• Primary audience: Photographers and families with a passion for learning.
• How to book: Directly through National Geographic Expeditions or through a travel agent.

The budget-friendly member of the Globus family of travel brands (alongside Globus and Avalon Waterways ), Cosmos offers a range of tours around the world but has a particularly strong focus on European tours. Cosmos offers similar itineraries to its sister brand Globus but brings costs down by opting for good-but-more-budget-minded accommodations. While Cosmos is best known for its coach tours, the company also offers small group trips, off-the-beaten-path itineraries in popular destinations, event-focused tours, and Christian faith-based trips that highlight religious history in the Holy Land, Italy, Spain, and Portugal.

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Cosmos runs tours on five continents spanning more than 60 countries. Among its most popular destinations are Great Britain and Ireland, Canada, France, Greece, Italy, Portugal, Spain, and the United States. Many of the company’s tour directors hail from the country in which they lead tours, and a number of them have spent decades with Cosmos. The company also employs local guides to help with additional on-the-ground aspects of its tours. Cosmos offers a Welcome Back Credit loyalty program. Each trip earns up to a $250 credit toward a future trip with Globus, Cosmos, or Avalon Waterways.

Quick Facts about Group Tours with Cosmos 

• Average guided tour group size: 36 guests (standard coach tours); 20 to 24 guests (small group tours).
• Price category: Budget.
• What’s included: Hotels, guided city sightseeing excursions, ground transportation, and some meals.
• What’s not included: Airfare, optional excursions, gratuities; flights and airport transfers can be purchased at additional cost from Cosmos.
• Primary audience: Adults in their early to mid 50s.
• Destinations: Europe, South America, Central America, North America, Asia, Africa, and Oceania.
• How to Book: Directly through Cosmos or through a travel agent.

11. Overseas Adventure Tours (O.A.T.)

Part of the Grand Circle family of companies that also includes Grand Circle Travel and Grand Circle Cruise Line, Overseas Adventure Travel (also called O.A.T.) is a small group adventure travel tour specialist offering guided tours on all seven continents. O.A.T.’s tour group guests are over the age of 50 and many are solo travelers looking to join like-minded travelers on active itineraries around the world.

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Why is O.A.T. is so popular with older solo travelers? One reason is that the company rarely charges a single supplement on its trips. A fair number of the company’s guided tour itineraries also have women-exclusive departures. Overseas Adventure Travel rates all of its tours by activity level ranging from one (easy) to five (strenuous). The company operates more than 60 unique trips on all seven continents. Both multi-country and single-country tours are offered; some itineraries focus on culture while others have an ecological focus.

Unlike many other guided tour companies, O.A.T.’s prices typically include airfare, though guests also have the option to book their own flights. Overseas Adventure Travel’s loyalty program is the Sir Edmund Hillary Club , which offers benefits beginning with your third trip.

Quick Facts about Guided Tours with Overseas Adventure Travel (O.A.T.)

• Average guided tour group size: 13 people.
• What’s included: Airfare, most meals, all transportation, accommodations, activities, and gratuities for local guides.
• What’s not included: Gratuities for trip leaders, some meals; airfare can also be booked separately.
• Primary audience: Active adults over 50, particularly solo travelers.
• Destinations: Europe, Africa, North America, South America, Middle East, Oceania, and the Polar regions.
• How to Book: Directly through OAT or through a travel agent.

12. Intrepid Travel

Sustainable and experience-rich travel is the heart and soul of everything Intrepid Travel does. The not-for-profit group travel tour operator runs trips geared toward young adults, women, solo travelers, active travelers, and families, and it generally attracts like-minded guests who value responsible travel, conservation, and respect for indigenous cultures. In fact, many of Intrepid’s most compelling guided tours make personal connections with local communities a centerpiece of the experience.

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Intrepid offers a wide range of trip styles and themes to suit a variety of audiences: Basix caters to independent travelers who prefer free time to explore on their own; Original tours include a mix of activities and free time; Comfort goes at a relaxed pace; and Premium tours offer the best accommodations, most comfortable transportation, and exclusive experiences. Different themes include Active, Food, Expeditions, Family, Solo, 18 to 29s, and Trekking, among others. Travelers are automatically enrolled in the Intrepid Insiders program with their first trip. The loyalty program offers advance notice of sales and new trips.

Quick Facts about Guided Tour Operator Intrepid Travel

• Average guided tour group size : 12 people.
• What’s included: Accommodations, local transport, and some meals.
• What’s not included: Airfare, travel insurance, and tips.
• Primary audience : Adults ages 25 to 40.
• Destinations : Europe, Africa, North America, Central America, South America, Middle East, Oceania, and the Polar regions.
• How to Book: Directly through Intrepid or through a travel agent.

13. AdventureWomen

The women’s-only travel group AdventureWomen makes it easy for female travelers to explore the world in a safe and meaningful way alongside other women. Founded in 1982, AdventureWomen now offers nearly 50 tours across more than 65 counties. AdventureWomen’s guided travel tours for women welcome solo female travelers, women traveling together, mother-daughter pairs, sisters, and more. Each tour description clearly outlines the required fitness level for the journey. 

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The company’s most popular guided tours include a wintertime tour of Iceland to view the Northern Lights, a Galapagos Islands wildlife cruise by private yacht, and a journey along Croatia’s Dalmatian Coast. These guided women’s only adventure tours include lodging, ground transportation, most meals and activities, guides, and some gratuities. AdventureWomen’s average tour group size is on the small side, with tours generally welcoming 12 to 15 women per departure. Guests often credit the small group size for fostering camaraderie with other travelers on these guided tours. 

Quick Facts about Guided Tour Company AdventureWomen

• Average guided tour group size: 12 to 15 people.
• What’s included: Accommodations, most meals and activities, ground transportation, tour guides (called Managers), and some gratuities.
• What’s not included: Pre- and post-trip transportation, alcohol, some gratuities, and certain meals.
• Primary audience: Women seeking to travel with other women.
• Destinations : Europe, Africa, North America, Central America, South America, and the Middle East.
• How to Book: Directly through AdventureWomen or through a travel agent.

14. Abercrombie & Kent

A pioneer in the world of luxury small group trips, Abercrombie & Kent has been operating guided tours for more than 60 years. These days, the tour company runs trips on all seven continents spanning more than 100 countries. Each of Abercrombie & Kent’s small group tours is run by a Resident Tour Director who remains with the group throughout the trip, while additional specialized local guides help travelers enjoy one-of-a-kind insider experiences.

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Because Abercrombie & Kent is a luxury tour operator, accommodations tend toward high-end hotels wherever possible. Participants are often Gen X and Boomers. Guests are automatically enrolled in the company’s Marco Polo Club loyalty program on their third journey with Abercrombie & Kent. 

Quick Facts about Guided Tours with Abercrombie & Kent

• Average guided tour group size: 14 people.
• Price category: Upscale/premium.
• What’s included: Inter-trip flights, upscale accommodations, luggage transfers, meals, mid-journey laundry services, all activities, and expert guides.
• What’s not included: Airfare to and from your trip destination.
• Primary audience: Adults aged 40 and older.
• How to Book: Directly through Abercrombie & Kent or through a travel agent.

15. Exodus Travels

A worldwide adventure travel tour operator, Exodus Travels offers small group and independent cycling, walking, hiking, wildlife, and cultural tours in nearly 90 countries across all seven continents. Exodus has operated small group guided tours, self-guided tours, and private tours around the world since 1974, and today offers more than 500 unique tours ranging from popular locales like the Amalfi Coast in Italy to remote destinations like Tajikistan. 

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The company’s small group tours average between eight to 16 guests and utilize local trip leaders and experienced local guides. Solo travelers comprise nearly half of Exodus’s guests, who are given the option to pay a single room supplement or share a room with another guest at no additional charge. For those who want the convenience of a curated trip (pre-planned accommodations, activities, and transportation) without the constraints of traveling with a group, Exodus’s self-guided options give you freedom and flexibility to explore on your own. 

While Exodus is popular with budget-minded travelers, the company also offers premium guided tours to some popular destinations. A partnership with the African Wildlife Foundation allows Exodus to offer luxury safaris, for example. Guests are automatically enrolled in the tour operator’s loyalty program, called Exodus Collective , after two trips. Exodus Collective offers special discounts and members-only sales. After your seventh trip, you’ll be upgraded to the company’s Pioneer level, which comes with even greater discounts and perks. 

Quick Facts about Guided Tour Operator Exodus Travels

• Average guided tour group size: 8 to 16 people.
• Price category: Budget to upscale.
• What’s included: Accommodations, some meals, activities, and local guides.
• What’s not included: Airfare, airport transfers, and gratuities.
• Primary audience: Adventure travelers, solo travelers, and active independent travelers.
• How to Book: Directly through Exodus or through a travel agent.

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15 Best Tour Companies of 2024

Tour companies like Intrepid Travel and G Adventures can help you create the experience of a lifetime. Choosing the right company depends on your destination and travel preferences.

Guided tours can be a great way to experience a new destination, but you want to make sure you get the best experience possible. How can you find the best tour companies to guide your adventure?

Whether you’re looking for group trips, self-guided tours, river cruises, tours for solo travelers, or overseas adventure travel, you want to find a tour operator that can deliver a seamless, enjoyable, and authentic experience, all without zeroing out your bank account.

Here are the top 15 tour companies out there today. I’ll walk you through what each excels at and how to pick the best one for you.

• Best Tour Company Overall: Intrepid Travel
• Best Small Group Tour Company: G Adventures
• Best for Day Tours: Get Your Guide
• Best Tour Company for Solo Travelers: Go Ahead Tours
• Best Tour Company for Families: Adventures by Disney
• Best Tour Company for Seniors: Trafalgar
• Best Tour Company for Europe: Tauck
• Best Tour Company for Italy: Insight Vacations
• Best Tour Company for Ireland and Scotland: CIE Tours
• Best Iceland Tour Company: Nicetravel Iceland
• Best Tour Company for Spain and Portugal: Cosmos
• Best Egypt Tour Company: Exodus
• Best Asia Tour Company: Klook
• Best Tour Company for Israel: Click Tours
• Best Tour Company for Greece: Epos Travel Tours

Intrepid Travel : Best Tour Company Overall

When you imagine travel tours, you may picture massive group tours and a bus packed with 50 noisy, gawking tourists.

That’s not what you get with Intrepid Travel . This company specializes in adventurous and immersive small group tours with an average of 10 people.

Operating on all seven continents, Intrepid offers a huge range of trip types to fit any traveler. You can choose biking tours across New Zealand, river cruises in Europe, trekking in the Himalayas, or wildlife safaris in the Serengeti. There are options for all-female adventures, family expeditions, active trips for adventure travelers, or trips catering specifically to 18-29 year olds.

If you don’t want to spend the trip of a lifetime sitting on your butt looking out a bus window, Intrepid Travel is for you. Their group trips are designed to fully immerse you in the culture and beauty of a new place. Here are two examples of what you’ll get from Intrepid Travel:

With the Alaska: Hike, Bike, & Kayak tour, you are led by an expert guide on a range of active adventures through some of Alaska’s best scenery and national parks. You’ll go sea kayaking, cycle along the rugged Alaskan coast, and hike through Denali National Park.

If you’re looking for more of a cultural experience, the Premium Sri Lanka tour is an incredible journey through the culture, history, food, and wildlife of this island. You’ll explore ancient temples, eat incredible food with locals, and search for leopards in the country’s wildlife preserves.

One last perk: Intrepid Travel is a Certified B-Corp, meaning they are dedicated to doing good in the world. They donate to worldwide relief causes and offset the carbon footprint of every trip they operate.

G Adventures : Best Small Group Tour Company

If you’re looking for small group tours, G Adventures is one of the best in the category. Just like with Intrepid, their tour groups average 10 people, so, with G Adventures, you won’t have to deal with being part of a massive hoard of tourists.

So what sets G Adventures apart? Unlike many tour operators, they focus on helping you get exactly the experience you’re looking for instead of packing every day with a rigid schedule. Every trip offers a wide range of optional activities that you can pick and choose from to personalize your experience. Plus, you can opt for more free time to explore or hang out on your own.

I also love that G Adventures hires all local guides. They put a lot of emphasis on their guides, even calling them CEOs (chief experience officers). That means you get local, insider expertise on your trip. Your tour director will speak the local language, know the best spots to eat, and fully understand the culture.

If you’re looking for big luxurious hotels and resorts, G Adventures probably isn’t for you. Instead of going to the big chain hotels, G Adventures uses locally owned and operated lodgings.

This has two benefits. First, you get a much more authentic local experience. Big hotel chains don’t have the same charm and character as a true local hotel. Second, your money will go toward benefiting the local economy rather than some giant corporation. That’s a big win for G Adventures in my book.

Get Your Guide : Best for Day Tours

You may not need or want a fully guided multi-day group tour, But sometimes it’s nice to have the guidance of a local expert for a truly unique experience that you couldn’t get otherwise. Choosing day tours is a great way to get the benefits of guided group tours without being stuck with a tour group for your entire trip.

Get Your Guide is my favorite resource for finding amazing day tours, entry tickets, and other travel experiences. It’s perfect for more independent travelers who can manage the details of their own trip, but are looking for shorter guided tours.

How does it work? Get Your Guide is essentially an online marketplace where you can search for and reserve tours, museum passes, adventure activities, and more.

For example, let’s say you’re planning a trip to Sweden. On Get Your Guide, you could book a dog sled adventure to see the northern lights, a day cruise on an icebreaker ship, a “ghost-walk” historical tour of Old Stockholm, and a guided ice climbing excursion.

I’m already getting excited about that trip.

Go Ahead Tours : Best Tour Company for Solo Travelers

Solo travel can be a bit intimidating, especially if you don’t have a lot of travel experience. I’ve found that group tours can be a great way to ease some of the stress and make it easier to enjoy your trip as a solo traveler.

Go Ahead Tours is one of the best tour companies that specializes in trips for solo travelers. With their solo trips, you always get a private room at no extra cost, and the other travelers in your tour group will also be solo—so you don’t end up as the awkward 17th wheel in someone else’s family vacation. As a solo traveler with Go Ahead Tours, you get all the benefits and security of a group trip, and you’ll meet other amazing people traveling the world on their own.

Go Ahead Tours focuses on small group itineraries in tour destinations around the globe, from popular destinations to locations off the beaten path. Want a food-centric trip across Italy? Check. Want to visit South America and hike to Machu Picchu? Check. How about a wildlife safari in Kenya? Yep, they’ve got that. Go Ahead Tours offers the best group tours for solo travelers, and you may even make some new friends on the way.

Adventures by Disney : Best Tour Company for Families

Family travel can seem complicated, especially if you have younger kids. Group tours can help simplify planning the dream trip, but tour operators often plan trips focused on adults, so younger travelers may get bored quickly.

Adventures by Disney is one of the few group travel companies that specialize in family-oriented trips and tours, from South America to Scandinavia. Disney Vacations designs their group trips to have something for everyone: wine tastings for the adults, adventure scavenger hunts for the kids, and sights and experiences that will engage your entire family.

Disney Adventures trips are a bit pricier than many other group travel companies, so not all families will be able to afford them. However, if you can make it work with your budget, your family will get an amazing experience that you just won’t find from more mainstream travel.

Trafalgar : Best Tour Company for Seniors

Trafalgar is one of the biggest (and best) group travel companies in the world. They offer hundreds of international trips to popular destinations around the globe.

Trafalgar’s guided tours are great for travelers of all age groups, but they cater particularly to senior travelers. The majority of Trafalgar guests are over 50. It’s also great for family tours to get grandparents and grandkids spending quality time together.

If you’re looking for highly active itineraries with adventure activities packed in, Trafalgar may not be the best for you. They focus more on cultural immersion, history, architecture, and local cuisine. Trafalgar is a great choice if you want to take a deep dive into the essence of your destination.

You can count on having a tour leader who is an expert in the local culture and history, and you will come home with tons of new knowledge.

Trafalgar focuses primarily on land-based tours, but they also offer a range of cruise vacations if you want to travel by sea.

Hotel stays, meals, transportation to/from the airport, and all the logistics are all arranged for you. You can even add on flights, extra hotel nights, and travel insurance so you don’t have to worry about any additional complications for your trip.

Tauck : Best Tour Company for Europe

Tauck is another big name in group tours that operates on all seven continents. While they have guided tours all around the globe, Tauck is an especially good choice if you’re looking for a group tour in Europe.

It’s easy to go to European cities, see the major tourist sites, and head home without really diving deep into the culture and spirit of the place. My favorite thing about Tauck is that their European tours are designed to give you more than just the standard tourist experience. Their Yellow Roads of Europe tours take you off the beaten path for a truly unique European experience.

Every Tauck tour pairs you with handpicked expert local guides who will help fully immerse you in the experience.

Tauck offers both river cruises and land-based group tours. If you want a unique European experience, imagine cruising through Western Europe along the Seine.

Insight Vacations : Best Tour Company for Italy

Almost every traveler dreams of a bucket list trip to Italy. What’s not to love? Amazing food, amazing sights, amazing culture, Italy has it all.

If you’re looking for the best guided tours in Italy, I highly recommend Insight Vacations . Insight offers tours all over the world, but their Italy tours are especially good. Whether you want to see the major sights, learn to live like a local, or sample the best food from around the country (or all of the above!) they’ve got tours for you.

As an example, you could choose their Best of Italy Tour for your next trip. This 11-day tour includes stays in Rome, Florence, Venice, and more. You’ll learn from local artisans, eat farm-to-table meals on the foothills of Mount Vesuvius, and get a VIP tour of the Vatican (including areas normally off-limits to visitors).

Insight’s tours are all led by local tour guides who speak the language and have in-depth knowledge of the culture and history of each site you visit.

If you’re traveling with a group of 10 or more people, Insight Vacations can also put together custom itineraries specifically for your group.

CIE Tours : Best Tour Company for Ireland and Scotland

If you’re into history, stunning scenery, charming towns, or good times at the pub, you would probably love touring Ireland and Scotland. CIE Tours is technically based in the US, but it’s partially owned and operated by the Irish government. It specializes in travel to Ireland, Scotland, and a few other European countries.

This dialed-in focus means that there are no better guided tours for Ireland and Scotland. I highly recommend their Taste of Scotland and Ireland Tour . In 11 days, you’ll experience sightseeing in Glasgow and Dublin, a day cruise on Loch Ness, carriage rides through the Irish countryside, and a feast in a historic castle.

Their tours have a great balance of exciting sightseeing and activities with enough downtime to relax or do plenty of exploring on your own. It’s a great way to get all the benefits of group travel without feeling like you have no control over your schedule.

If you want more freedom, CIE also offers independent adventures. They will build an itinerary for you and book your lodgings, admission tickets to attractions, and rental car (or you can opt for a private driver). You can choose from their pre-packaged itineraries, or build your own custom trip.

I also appreciate that CIE Tours has fairly affordable rates that include all admission tickets and most of your meals. Plus, they often offer discounts on airfare!

Nicetravel Iceland : Best Iceland Tour Company

Maybe you’ve always been intrigued by Iceland’s wild, untamed beauty (I know I have). If you want to experience this first hand, Nicetravel Iceland is one of the best group travel companies in this amazing country.

Nicetravel Iceland by three local Icelandic families, so they have a lot of local expertise. They offer trips ranging from 8 hours to over a week and have itineraries to suit any type of traveler, whether you want to relax in natural hot spring pools or hike along the glaciers and coastlines.

They focus on small group tours, and you’ll never have more than 19 people in your group. Most of their tours start from the capital, Reykjavik, and will drive you to various destinations in Mercedes Sprinter Vans. Way better than the huge tour buses many other companies use.

In addition to standard tours for sightseeing, they also have a range of tour options for more adventurous travelers. You’re in the right place if you want to explore caves, hike on glaciers, or raft down raging rivers.

Cosmos : Best Tour Company for Spain and Portugal

For a tour operator on the Iberian Peninsula, Cosmos is one of the best choices, especially if you don’t want to spend an arm and a leg. Cosmos has been guiding group travel for nearly a century, and they employ expert local guides to help you get the most from your trip.

The Cosmos Best of Spain and Portugal Tour is an incredible 13-day group travel itinerary. You will stay in 7 amazing cities across the two countries and visit a wide range of historical sites.

Cosmos is also a good choice for responsible travel, as they have several initiatives to support local communities and planet-focused nonprofits like the African Wildlife Foundation, The Ocean Cleanup, and Trees4Travel. I appreciate companies that are taking steps toward sustainable travel.

Exodus : Best Egypt Tour Company

It’s hard to visit any travel website without seeing a picture of the Great Pyramids. Egypt has captivated the minds of explorers and travelers for centuries, and it is worth having on your bucket list.

If you want a guided tour of Egypt, I highly recommend Exodus Travels . With destinations on all seven continents, Exodus Travels is one of the most popular group travel companies for adventurous travelers, and their Egyptian tours are particularly good.

With 9 different guided tours in Egypt, you can find the perfect itinerary for your trip. Exodus Travels is a true expert in the industry and hires incredible guides for their group travel excursions.

Plus, Exodus Travels also offers trips that are perfect for family travel.

Klook : Best Asia Tour Company

Whether you want to experience the hustle and bustle of downtown Tokyo or an adventurous trek to Everest Base Camp, Klook is one of the best group travel companies for Asia.

Klook is more than just a tour operator. It is a marketplace for everything travel, from airline tickets to hotels to tickets to museums, theme parks, and more. Klook offers trips for small groups or individual travelers all around the globe, but they are based in Asia, and that’s where they focus.

Klooks South Korea Tour will take you to Nami Island, through beautiful gardens, and into a centuries-old palace in Seoul.

Click Tours : Best Tour Company for Israel

Click Tours specializes in group travel in Europe and the Middle East, and Israel is by far their most popular tour destination. In Israel, Click Tours will offer trips ranging from 3-day highlight tours to 18-day deep-dive cultural experiences.

They focus on small group travel, and your tour group will have 15-24 guests. That means you get more personal attention and a more authentic experience of the country.

A tour of Israel with Click Tours will focus on historical and archeological sites. You’ll visit temples and ruins that are thousands of years old as well as dive into the amazing food and rich culture of Israel.

Epos Travel Tours : Best Tour Company for Greece

If you’re looking for a group travel trip to Greece, Epos Travel Tours is a local company based in Tripolis that offers tours across the country.

Since Epos Travel Tours specializes only in Greece, you can expect catered trips and insider knowledge. They are truly the experts in travel to Greece, and their trip itineraries are designed to help you get the most from your trip, whether you want to visit historical sites or delve into amazing food and culture.

If you’re into history and architecture, their tour of Ancient Corinth is hard to beat!

Best Tour Companies FAQ

Which is the best tour company in the world.

In my experience, Intrepid Travel is the best tour operator. They have amazing small-group tours.

What are the top travel companies?

The top travel companies for tours include Intrepid Travel , G Adventures , and Trafalgar .

Is Globus or Trafalgar better?

Trafalgar is usually the better choice. They offer amazing all-inclusive tours around the world.

Are tour companies worth it?

Group travel can be worth it if you want the stress and planning taken out of your trip.

Who is the biggest tour company?

Disney is the biggest tour company by revenue.

How do you know if a tour company is legit?

It is a good idea to look for reviews of a tour company on TripAdvisor.

Jakob Thygerson

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The best tour operators in the world: 2023 Readers' Choice Awards

By Condé Nast Traveller

It’s been a challenging few years for tour operators but the names below are in it for the long haul (as well as the short and medium), honing itineraries and managing expectations. So who prepared your travel documents this year? Red Savannah and Black Tomato scored highest for first-hand knowledge, and Exodus Adventure Travels and Abercrombie & Kent for on-the-ground support. But when it came to all-round endeavour, Scott Dunn and The Turquoise Holiday Company were leaders of the pack. Both report a surge of interest in Asia, as well as multi-generational travel, solo adventures to Namibia, Bhutan and Mexico, and authentic experiences such as outback stations in Australia and bear lodges in Canada.

These are the best tour operators in the world, according to the 2023 Readers' Choice Awards . The scores below are percentages representing overall average levels of satisfaction.

The best general tour operators in the world 2023

15. Cox & Kings. Score 88.00

14. Hayes & Jarvis. Score 89.44

13. Carrier. Score 90.73

12. Simpson Travel. Score 91.48

11. Kuoni. Score 92.82

10. Mr & Mrs Smith. Score 93.29

9. Kensington Tours. Score 94.14

8. Audley Travel. Score 94.77

7. Original Travel. Score 95.44

6. Cazenove + Loyd. Score 95.92

5. The Ultimate Travel Company. Score 96.75

4. Abercrombie & Kent. Score 97.12

3. Elegant Resorts. Score 97.39

2. Red Savannah. Score 97.96

• The Turquoise Holiday Company. Score 98.42

The best travel specialists in the world 2023

15. Wild Frontiers. Score 94.81

14. Martin Randall Travel. Score 95.17

13. Intrepid Travel. Score 95.40

12. Wilderness. Score 96.54.

11. Inntravel. Score 96.88

10. Oxford Ski Company. Score 97.15

9. Kirker Holidays. Score 97.47

8. andBeyond. Score 97.61

7. Ampersand Travel. Score 97.65.

6. InsideJapan Tours. Score 97.79

5. Steppes Travel. Score 97.88

4. Black Tomato. Score 98.03

3. Exodus Adventure Travels. Score 98.15

2. Healing Holidays. Score 98.35

• Scott Dunn. Score 98.70

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The Top 15 Tour Operators in 2021

Scott Bay is a magazine editor specializing in travel, architecture, and gear. He was previously an assistant editor at Travel + Leisure . His work has also appeared in Wired , Architectural Digest , Wallpaper , Robb Report , Saveur , Daily Beast , and more.

Note: If you’re looking for our most recent recommendations, check out the 2023 list of our favorite tour operators .

This year's World's Best Awards survey was open for voting January 11 through May 10, 2021, as destinations around the world were lifting COVID-19 restrictions. Survey rules have always allowed readers to reflect on their travel experiences over a three-year period. We hope that this year's honorees will inspire your own travels as you get back out into the world.

Linking up with the right tour operator can take an amazing trip and turn it into a trip of a lifetime . This might seem like magic, but their in-the-know expertise and long-standing relationships open the doors for the seemingly impossible — a private Jeep safari with a professional tracking team in the depths of Torres del Paine or one-on-one cooking classes from a chef that runs a Michelin-starred restaurant in the south of France. And if any group has traversed the world enough to discern the best tour operators out there, it's the readers of Travel + Leisure .

Every year for our World's Best Awards survey, T+L asks readers to weigh in on travel experiences around the globe — to share their opinions on the top hotels, resorts, cities, islands, cruise ships, spas, airlines, and more. Hotels were rated on their facilities, location, service, food, and overall value. Properties were classified as city or resort based on their locations and amenities.

The companies that made the list have the skills and connections to create itineraries that reflect their clients' personal interests. No. 3 VBT Bicycling Vacations curates two-wheeled trips all over the globe . One reader said, "Their staff make all the difference." No. 2 Mountain Lodges of Peru puts together highly personalized trekking adventures to Machu Picchu. As another reader exclaimed, "This is the way to visit Machu Picchu!"

But at the top of the list is Quasar Expeditions. Though primarily known for its cruises (the company won the small-ship ocean cruises category this year), it also operates a roster of dynamic safari-style excursions in South America. Read on to find out what sets it apart and which other companies join it on this year's list of the best tour operators in the world.

1. Quasar Expeditions

Quasar Expeditions is for adventurers. The highly specialized itineraries are designed to make guests feel like they're James Cook or Charles Darwin. "Quasar Expeditions' guides are the ultimate, passionate gatekeepers to the Galápagos Islands," one reader said. "Their enthusiasm and love of the islands and the wildlife encourages you to share in their passion and desire to conserve the natural beauty and habitat of the area while still allowing low-impact tourism." Another raved, "Excellent isn't a high enough rating to describe our experience with Quasar Expeditions. Extraordinary in every way!" And while Quasar is best known for its Galápagos trips, it gets high marks for its Patagonia itineraries, which takes guests into the best parts of Chile's Torres del Paine and Argentina's Los Glaciares — two of South America's most spectacular national parks.

Score: 99.58 More information: quasarex.com

2. Mountain Lodges of Peru

Score: 98.93 More information: mountainlodgesofperu.com

3. VBT Bicycling Vacations

Score: 98.70 More information: vbt.com

4. Classic Journeys

Score: 98.60 More information: classicjourneys.com

5. TCS World Travel

Score: 97.55 More information: tcsworldtravel.com

6. Black Tomato

Score: 97.25 More information: blacktomato.com/us

7. Inside Japan Tours

Score: 96.84 More information: insidejapantours.com

Score: 96.72 More information: tauck.com

9. Wilderness Travel

Score: 95.71 More information: wildernesstravel.com

10. Trek Travel

Score: 95.71 More information: trektravel.com

11. Geographic Expeditions

Score: 95.70 More information: geoex.com

12. Thomson Family Adventures

Score: 94.89 More information: familyadventures.com

13. Greaves

Score: 94.74 More information: greavesindia.com

14. DuVine Cycling + Adventure Co.

Score: 94.64 More information: duvine.com

15. Odysseys Unlimited

Score: 94.39 More information: odysseys-unlimited.com

See all of our readers' favorite hotels, cities, airlines, cruise lines, and more in the World's Best Awards for 2021 .

The 15 Best Tour Operators

Traveling on tours offers an unparalleled opportunity to explore the world’s wonders, immerse oneself in diverse cultures, and create unforgettable memories.

Whether it’s marveling at historic landmarks, experiencing vibrant local traditions, or savoring exotic cuisines, tours provide a structured yet adventurous way to discover new places. Guided by expert locals, travelers gain deeper insights and access to hidden gems often missed when traveling alone.

From bustling cityscapes to serene landscapes, each tour is a unique journey, catering to various interests and comfort levels. Embracing the spirit of exploration and camaraderie, going on tours is not just about seeing new places, but about living them.

Best Tour Operators

National geographic expeditions.

National Geographic Expeditions aligns its tours with the core values of its parent company: exploration, science, education, and storytelling. Launched in 1999, they offer guided tours on all seven continents, including experiences like sunrise photography at Machu Picchu and train journeys through the Swiss and Italian Alps.

Their tours are designed for meaningful exploration and cater to different traveler types, including photographers, families, and independent travelers.

They offer a range of travel methods, such as land, small ship, train, river cruise, and private jet tours. The company’s Signature Land tours, led by NatGeo experts, feature high-end accommodations and special access to field researchers and sites​​.

Collette stands out in the realm of tour operators with its diverse array of travel options that include land tours, river cruises, rail journeys, small group tours, and city stays. This company, which tends to attract a more mature, value-oriented audience, does not skimp on quality, offering four-star hotels and meals in well-reviewed local restaurants.

Collette is also committed to sustainable tourism, utilizing local businesses and restaurants and investing in community and environmental projects. With local guides employed on all trips, they ensure an authentic experience.

The tour sizes vary, accommodating both classic and small group tours, and they cater primarily to adults, specifically couples aged between 50 and 70. Their destinations are extensive, covering continents from Europe to the Polar regions​​.

Tauck Tours

Tauck Tours, a family-owned company with almost a century of experience, offers guided tours across more than 100 destinations in over 70 countries, spanning all seven continents. They are known for delivering experiences that exceed expectations, providing authentic, behind-the-scenes access to worldwide destinations.

Tauck’s tours are distinguished by their focus on local customs, traditions, flora, and fauna, and they offer upscale meals and accommodations. Their tour guides, known as Tauck Directors, are seasoned professionals from 40 countries.

The company offers a variety of trip styles, including land tours, small group journeys, river cruises, and family journeys. Tauck also partners with documentary filmmaker Ken Burns for thematic trips​​.

Alpaca Expeditions

Alpaca Expeditions is a highly reputable tour company specializing in group and private hikes to Machu Picchu, including several Inca Trail alternatives. With a focus on responsible tourism, they support local communities through sustainable practices, like using eco-friendly equipment and providing fair wages to porters.

Their group sizes are capped at 16 people to ensure a personalized experience. The company’s commitment to customer safety and comfort is evident in their numerous positive reviews, which highlight their attention to detail and knowledgeable staff.

However, Alpaca Expeditions may not be the most budget-friendly option and their small group sizes can limit availability.

AB Expeditions

AB Expeditions is a Cusco-based travel company that specializes in small group tours, particularly focusing on the Inca Trail and other treks in the Peruvian Andes. Founded by industry veterans Abel and Elsa, the company has a strong commitment to social responsibility and community engagement.

Their tours are known for their personalized touch, thanks to the small group sizes which allow for a more intimate and tailored experience. They place a strong emphasis on the welfare of their porters and guides, ensuring they are well-cared-for, which is a key aspect of their responsible tourism ethos.

The company’s tours are designed to provide an authentic experience of the local culture and landscapes, combining adventure with cultural immersion.

The positive reviews on Tripadvisor highlight their knowledgeable guides and commitment to community social projects, reflecting the company’s focus on creating a positive impact both for their clients and the local communities they interact with. 

Traveleez is an emerging name in the world of Inca Trail tours, distinguishing itself through a blend of exceptional service and social responsibility. They specialize in immersive, expert-led tours that delve deep into the rich tapestry of Inca culture. The company is committed to delivering memorable Andean adventures, emphasizing quality, safety, and comfort.

What sets Traveleez apart is its approach to travel – it’s not just about exploring majestic landscapes but also about empowering community futures. A portion of the company’s profits is dedicated to enhancing local youth education, making every journey with them a step towards positive community impact.

This blend of cultural immersion and social responsibility makes Traveleez stand out in the crowded field of tour operators. Their tours offer an opportunity for travelers to experience the wonders of the Inca trail while contributing to the betterment of the communities they visit​​.

Infinite Adventures

Infinite Adventures specializes in unique and adventurous multi-day trips, particularly throughout Alaska. With over a decade of experience, they have curated the best spots for an authentic Alaskan adventure.

The company’s focus is on small group tours, which allows for a more personalized and intimate experience. Their tours are designed to cater to those seeking an adventure in the wild, rugged terrains of Alaska.

Their trips cover a wide range of activities and destinations, providing an opportunity to explore the natural beauty and wildlife of Alaska. The company is known for its meticulous planning and attention to detail, ensuring that each trip is not just an adventure but also a safe and comfortable experience.

Infinite Adventures’ approach to travel is about creating unforgettable memories in one of the most breathtaking landscapes in the world. Their tours are ideal for those who want to experience the raw beauty of Alaska in a small group setting​​.

World Expeditions

World Expeditions is a seasoned player in the adventure travel industry, with over 40 years of experience in offering authentic and unique holiday experiences. Their focus is on paths less traveled, ensuring that their trips are not just adventures but also an exploration of uncharted territories.

They offer a variety of tours, including trekking, cycling, cultural tours, and wildlife adventures, catering to a wide range of interests and fitness levels.

The company covers an extensive range of destinations, from the high peaks of the Himalayas to the remote corners of Antarctica. They are known for their pioneering spirit in designing groundbreaking trips, often venturing into areas that are not typically covered by mainstream tour operators.

Their commitment to responsible and sustainable travel is evident in their approach, focusing on minimizing environmental impact and maximizing social engagement with local communities.

Trafalgar is a renowned family-run travel company that has established itself as a key player in the global travel industry. They offer a wide range of group tours across various destinations, focusing on providing immersive experiences that connect travelers with the essence of the places they visit.

Trafalgar’s tours are known for their deep engagement with local cultures, offering unique experiences like dining with locals in their homes or visiting hidden gems off the beaten path.

Their tours cover a diverse array of destinations including Europe, North America, South America, Asia, Africa, and Australia. Trafalgar prides itself on its well-planned itineraries that strike a balance between famous attractions and lesser-known locales, ensuring a comprehensive travel experience.

The company’s commitment to responsible tourism is evident in its efforts to sustain and enhance the communities and environments they operate in. 

The Coyote Trip

The Coyote Trip is a unique tour operator that embodies a philosophy of open-mindedness and embraces new experiences. Their ethos is centered around engaging with the communities they visit, offering a more immersive and meaningful travel experience.

This operator specializes in group tours, designed to welcome new experiences and foster connections with local cultures and people.

Their tours are crafted to provide travelers with an opportunity to explore in a way that is both adventurous and culturally enriching. The Coyote Trip’s approach is about more than just visiting a destination; it’s about integrating into the local environment and gaining a deeper understanding of the places and people encountered along the way.

This company is an excellent choice for travelers who are looking for tours that go beyond traditional sightseeing and offer a more holistic and engaging travel experience​​.

Discovery Nomads

Discovery Nomads is an adventure travel company that stands out for offering independent tours and small private group tours. Created by seasoned travelers who have explored over 90 countries, their tours are designed to cater to those who seek an adventurous and personalized travel experience.

Discovery Nomads focuses on providing tours that are not just about seeing new places but truly experiencing them. The company covers a broad range of destinations, offering unique itineraries that are tailored to the interests and preferences of the travelers.

Their tours are perfect for those who prefer a more independent style of travel but still want the convenience and expertise that comes with a guided tour. Whether it’s exploring remote landscapes or delving into the heart of bustling cities, Discovery Nomads offers an array of options for the modern, adventurous traveler​​.

Luxury Gold

Luxury Gold stands out in the realm of tour operators for its focus on providing exclusive and high-end travel experiences. Their tours are characterized by VIP experiences and unique access to renowned landmarks and people.

They cater to travelers looking for luxury and exclusivity in their journeys, offering meticulously crafted itineraries that combine comfort with unique experiences.

The tours offered by Luxury Gold are designed to introduce travelers to incredible people and places, often with access that goes beyond what is available to the general public. T

his operator is about offering the extraordinary, with each journey meticulously planned to include exclusive experiences that reflect the culture and history of the destinations. From private dining in iconic locations to meetings with renowned experts in various fields, Luxury Gold’s tours are for those seeking to travel in style and luxury.

Doctor Gumbo Tours

Doctor Gumbo Tours, based in New Orleans, offers a unique and engaging approach to tours, focusing on the rich cultural and culinary heritage of the city. Founded by Dylan O’Donnell, a.k.a Doctor Gumbo, the company aims to provide tours that are both informative and entertaining.

They specialize in food and drink tours, showcasing the diverse and vibrant culinary scene of New Orleans. These tours not only offer a taste of the city’s famous dishes but also delve into the history and stories behind them.

Doctor Gumbo Tours also offers walking tours that explore the historical and cultural aspects of New Orleans. These tours are designed to be interactive and fun, steering clear of the mundane and instead offering a lively and engaging experience.

Their unique approach to storytelling and focus on the rich traditions of New Orleans make these tours a favorite among visitors who want to experience the true spirit of the city. Whether it’s exploring the culinary delights or the historical streets, Doctor Gumbo Tours provides an immersive and memorable experience of New Orleans​​.

China Discovery

China Discovery is a top-rated tour company specializing in customized and group tours across China. Based in Chengdu, they offer a wide range of tour packages that showcase the diverse landscapes and rich cultural heritage of China.

From the modern skylines of Shanghai and Beijing to the ancient wonders of Xi’an and the natural beauty of Guilin, China Discovery covers an extensive array of destinations.

Their tours include popular options like the Kunming Lijiang High-Speed Train Tour, which connects two major cities in just 3.5 hours and features attractions like the Stone Forest and Jade Dragon Snow Mountain. Another highlight is the Beijing Shanghai Tour by High-Speed Train, offering a blend of imperial history and modern urban life.

China Discovery’s tours are known for their attention to detail, personalized service, and focus on creating a unique travel experience for each traveler.

Lily’s Beijing Tour

Lily’s Beijing Tour Guide & Car Service stands out as a highly rated tour company in China, specializing in tailor-made tours in Beijing. With a team of knowledgeable guides boasting years of experience, they offer insights into the city’s rich cultural heritage. 

They offer a variety of tour packages, including the Beijing One-day Highlight Tour, which covers Tiananmen Square, Forbidden City, and Mutianyu Great Wall. For a more extensive exploration, their Three Days Boutique Private Tour includes iconic landmarks like Temple of Heaven and Jingshan Hill.

Lily’s Beijing Tours are also known for accommodating budget-conscious travelers, with options like the Skip The Line Beijing Mutianyu Great Wall Group Tour. The company is praised for its exceptional customer service, comfortable vehicles, and accommodating guides.

Travelers looking to explore Beijing’s historical and cultural landmarks in a personalized and memorable way will find Lily’s Beijing Tours an excellent choice. Their tours are well-suited for those who want to delve into the history and beauty of Beijing with the guidance of experienced and caring professionals.

Final Thoughts

Exploring the world through the lens of these diverse tour operators offers unique and enriching experiences, each tailored to different interests and preferences.

These operators exemplify the varied ways travelers can engage with new destinations, whether through local cuisine, historical insights, or personalized itineraries. Ultimately, choosing the right tour operator can transform a simple trip into a memorable adventure, deeply connecting travelers to the places they visit.

What is a Tour Operator?

Embarking on a journey to a new destination is an exciting adventure that brings with it the promise of discovery, cultural immersion, and unforgettable experiences. While the allure of wanderlust beckons, the complexities of planning a seamless trip can sometimes be daunting. This is where tour operators step in to create a bridge between your travel dreams and reality. In this blog, we’ll delve into the world of tour operators, highlighting their benefits and comparing them to traditional travel agencies.

A tour operator is a travel professional or company that designs, organizes, and sells comprehensive travel packages that include various elements such as transportation, accommodation, activities, meals, and more. These packages are carefully curated to offer travelers a hassle-free and well-structured experience. Tour operators work closely with local suppliers, hotels, transportation providers, and guides to ensure that every aspect of your journey is thoughtfully planned and executed.

The Benefits of Choosing a Tour Operator

Expertise and Local Insight: Tour operators possess in-depth knowledge of the destinations they offer. They have the ability to craft itineraries that showcase the must-see attractions as well as hidden gems that might go unnoticed by the average traveler.

Saves Time and Effort: Planning a trip can be time-consuming and overwhelming. Tour operators take the burden off your shoulders by handling all the logistics, from booking accommodations and arranging transportation to organizing activities.

Tailored Experiences: While group tours are popular, tour operators also offer customized itineraries for travelers who prefer a more personal touch. They consider your preferences, interests, and travel style to create a journey that suits you perfectly.

Seamless Transitions: Moving from one location to another can sometimes be tricky, especially in unfamiliar places. Tour operators ensure smooth transitions between destinations, taking care of transportation and minimizing any potential stress.

Access to Exclusive Experiences: Tour operators often have established relationships with local guides and suppliers, granting you access to unique experiences that might not be available to independent travelers.

Safety and Support: Traveling to a foreign country can present unexpected challenges. Tour operators provide a safety net, offering assistance and support in case of emergencies or unforeseen circumstances.

Tour Operators vs. Travel Agencies

While both tour operators and travel agencies play pivotal roles in the travel industry, they differ in their approach and scope:

Tour Operators: As discussed, tour operators focus on crafting comprehensive travel packages that encompass various aspects of a journey. They specialize in creating cohesive experiences, handling everything from accommodations to activities.

Travel Agencies: Travel agencies primarily assist with booking individual components of a trip, such as flights, accommodations, and car rentals. They offer flexibility but often require travelers to assemble these components into a coherent itinerary themselves.

Why Choose a Tour Operator?

Holistic Experience: Tour operators offer a complete, well-rounded experience that takes the stress out of planning.

Local Insights: Their expertise ensures that you gain insights into the culture, history, and lifestyle of your destination.

Time and Effort Savings: With all the logistics managed for you, you can fully immerse yourself in the journey without worrying about details.

Peace of Mind: The support and assistance of a tour operator provide a safety net, enhancing your sense of security while traveling.

Exclusive Access: Tour operators often provide access to unique experiences that are carefully curated to enhance your journey.

In the realm of travel, tour operators emerge as true architects of unforgettable experiences. With their dedication to crafting seamless journeys, local insights, and personalized touch, they stand out as ideal partners for turning your travel dreams into reality. When considering your next adventure, think beyond the conventional travel agency and embrace the benefits of choosing a tour operator. Your voyage awaits – let Juniper guide you on a path to remarkable discoveries.

Thanks for checking out Juniper Tours’ Travel blog! We hope you enjoyed your read and if you’re looking for more content please check out our other blog posts ! If you’re looking for help planning your next travel adventure then book a FREE travel consultation with one of our Travel Specialists today!​

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How do Tour Operators Work?

To unlock the tourism industry's business and leisure travel potential, you must understand how tour operators work.

From package holidays to bespoke tours, tour operators make memorable holidays. Whether you're a domestic operator focusing on your country's destinations or an outbound operator designing trips abroad, this guide is for you.

The Role of Tour and Activity Providers

At the heart of the travel industry, tour operators like you, whether inbound or outbound, design travel packages that simplify things for tourists. This involves meticulous planning of land arrangements, accommodation, tours, and transport.

As a tour company, you may specialize in specific types of trips, such as leisure travel or business trips, creating packages that cater to your target market's preferences.

What are the different types of tour operators?

• Domestic Tour Operators : Focusing on the domestic tourism market, these operators provide travel packages within their home country.
• Outbound Tour Operators : These companies design holiday packages for travelers visiting other countries, often incorporating international destinations into their itineraries.
• Inbound Tour Operators : Inbound operators cater to tourists coming into their host country, providing local insights and experiences.
• Ground Tour Operators : Often known as ground operators, these firms handle local arrangements in the destination country, often working in collaboration with other tour operators.

How do tour operators work with accommodation and transport providers?

Tour operators play a pivotal role in crafting the perfect travel experience, and a big part of this involves working closely with accommodation and transport providers. Here's a glimpse at how this collaboration typically works:

Building Relationships with Accommodation Providers

• Negotiating Rates : Tour operators negotiate contracts with hotels and resorts to secure competitive rates. This often involves bulk booking or agreeing on fixed rates for a certain period.
• Customizing Guest Experiences : They work with these providers to tailor lodging experiences that align with the overall theme of the tour, whether it's luxury, adventure, or cultural immersion.
• Ensuring Quality and Standards : Regular inspections and feedback mechanisms are put in place to ensure that the accommodation meets the expectations and standards required for their clients.

Partnering with Transport Providers

• Seamless Logistics : Tour operators coordinate with various transport providers, including airlines, bus companies, and car rental services, to manage the logistics of getting travelers from one point to another.
• Group Deals and Scheduling : They often negotiate deals for group travel and ensure that transportation schedules align seamlessly with the overall tour itinerary.
• Quality and Safety Checks : Ensuring travelers' comfort and safety is paramount, so tour operators regularly check the quality of vehicles and the reliability of transport services.

Creating Cohesive Travel Packages

By integrating accommodation and transport seamlessly, tour operators create cohesive and hassle-free travel packages. This integration is crucial in providing a smooth and enjoyable experience for travelers, where every aspect of their journey is well-coordinated and managed.

Adapting to Client Needs

Tour operators remain flexible and responsive to their clients' needs, often customizing aspects of accommodation and transport to cater to specific preferences or requirements.

To summarize, negotiating strategically, ensuring quality, and meticulous planning are crucial to the relationship between tour operators, accommodation providers, and transport providers. In order to deliver great travel experiences that aren't just fun, they must be safe, comfortable, and just right to match discerning travelers' expectations.  

How do tour operators work with travel agents and OTAs?

Tour operators team up with travel agents and OTAs? It's like having the best of both worlds in the travel industry.

Here's the lowdown: travel agents are like sales gurus. They've got the skills to match your cool tour packages with travelers looking for their next adventure. It's all about personal touches and making travelers feel special.

Now, let's talk about OTAs – think big names like Expedia and Booking.com . These guys are your ticket to the global stage. They're not just about showing off your tours; they're about connecting you with travelers from all over, 24/7. Plus, with their smart marketing tools and the power of customer reviews (which, let's face it, are gold in our world), you're setting yourself up for some serious visibility and street cred.

Combining travel agents' personal selling charm with OTAs' global reach is how tour packages stand out in this competitive market.  

Talking about creating packages, how can you work with accommodation and transportation providers?

How to create inclusive tour packages?

As a tour provider, crafting appealing and inclusive tour packages, also known as package holidays or package tours, is key to attracting travelers.

These packages bundle services like flights, accommodations, and transportation for a hassle-free experience. Here’s how you can create comprehensive offers:

• Understand Your Travelers : Know who you’re designing for. Are they families, solo travelers, or adventure seekers? Tailoring your packages to fit their preferences is crucial.
• Forge Strong Relationships with Suppliers : Collaborate closely with accommodation and transportation providers. Strong partnerships can lead to better rates and unique offerings, making your packages more attractive.
• Quality Over Quantity : When choosing hotels and transportation options, prioritize quality. A well-selected hotel or comfortable transport experience can elevate your entire package.
• Flexibility is Key : Offer flexibility in your packages. Options for room upgrades, transport preferences, or even alternative activities can make your package more appealing to a diverse range of travelers.
• Highlight Unique Experiences : Include special experiences travelers can’t find elsewhere. Unique local tours or exclusive access to attractions can make your package stand out.
• Transparent Pricing : Ensure transparency in pricing. Hidden costs discourage travelers. Clear, upfront pricing builds trust and satisfaction.
• Feedback Loop : Regularly gather feedback from your customers and adjust your packages accordingly. Continuous improvement based on customer insights can significantly enhance your offerings.

By focusing on these areas, you can create inclusive tour packages that meet but exceed the expectations of your travelers, ensuring memorable and hassle-free trips.

How do tour operators pay suppliers?

For tour operators, establishing and maintaining a solid financial relationship with suppliers — including accommodation and transportation providers — is crucial for a smooth and successful business and tour operation itself. Here's a look at how these payments are typically managed:

Advance Payments and Deposits

Tour operators often make advance payments or deposits to secure services well ahead of tour dates. This is especially common with hotels and special activities that require early booking.

Credit Facilities and Post-Payment Agreements

In some cases, tour operators may have credit arrangements with suppliers, allowing them to pay after the service is delivered. This requires a high level of trust and a proven track record of reliable payments.

Bulk Payment Contracts

For regular or frequent services, operators might negotiate bulk payment contracts. Under these agreements, they pay a lump sum for a specified number of services or bookings over a period, often at a discounted rate.

Net Rate Agreements

Suppliers may offer net rates to tour operators, which are discounted prices exclusive of commissions. The domestic tour operators then mark up these rates when selling to customers, and the difference forms their profit margin.

Direct Billing for Services

In some collaborations, suppliers might directly bill the tour operator for services rendered, usually after completion.

Electronic Payments and Wire Transfers

With the digitalization of financial transactions, most payments are now made electronically. This ensures quick, secure, and traceable transactions.

Managing Currencies and Exchange Rates

For international tours, operators must adeptly manage payments in different currencies, considering exchange rates and transaction fees.

Contingency Funds for Unforeseen Expenses

Operators often set aside contingency funds to cover unexpected costs or last-minute bookings, ensuring that the tour runs smoothly without financial hiccups.

Why is the booking process so important for selling tours?

The booking process is crucial in the tour industry for several key reasons:

• First Impression Matters : This initial interaction sets the tone for customer experience and expectations.
• Ease Equals Sales : A simple, user-friendly booking system encourages more purchases.
• Trust Building : A smooth process builds trust, showing customers that they’re dealing with a professional operator.
• Upselling Opportunities : During the booking, there’s a chance to offer additional services or upgrades, enhancing the experience and increasing revenue.
• Data for Personalization : The information collected can be used to tailor future offerings and improve service.
• Effective Communication : This stage is vital for conveying key tour information and ensuring customer understanding.
• Reputation Impact : A positive experience can lead to recommendations and positive reviews, while a negative one can harm the operator's reputation.
• Resource Management : Understanding booking trends helps manage tours and resources.

In short, the booking process isn't just about securing sales; it's about shaping the entire customer journey, from first impressions to post-tour feedback.

Tips for Operators

Invest in a good, easy-to-use, and cost-effective booking software solution. Granted, it may incur some fees on your part, but think of the heavy lifting it does for you.

It does more than take reservations and bookings. It saves you tons of time with manual tracking, guest follow-up, and ticket management. It also eases the customer journey from point one to post-tour feedback.

Booking software solutions like TicketingHub save you stress and ease your guests. It charges 3% only for successful bookings.

Trusted by Egypt Sound and Light Shows, The Immersive Gamebox, Secret Food Tours, Sipsmith Distillery , and a hundred folds more - this software solution is jam-packed with time-saving features in an easy-interfaced navigation.

Whatever software solution you pick, aim for the solution that saves you time from needless complexities in design and usability - all while helping you stay profitable and leaving your guests satisfied right from the booking page.

Conclusion: Making Great Tours Happen

In wrapping up, it's clear that being a tour operator is about connecting the dots to create amazing travel experiences. Whether you're showing off the best spots in your own country or taking people on adventures abroad, the key is in the details – from picking great hotels to organizing smooth rides.

Your partnerships with local travel agencies, agents and OTAs are super important too. They help you reach more people and make sure your tours stand out. And when making tour packages, remember to listen to what travelers want and keep things flexible and interesting.

Don't forget, managing your money well, especially when paying for services, keeps everything running smoothly. And the booking process? That's your chance to make a great first impression and keep things hassle-free for your customers.

So, there you have it – mix in a bit of planning, a dash of good relationships, and a sprinkle of creativity, and you're on your way to creating trips that travelers will love. Happy touring!

FAQ Section

How important are tour operators.

Tour operators play a pivotal role in the tourism industry. They create and organize tour packages, catering to both business and leisure travelers. These packages simplify travel arrangements, offering hassle-free travel.

Tour operators are the key architects of memorable trips, ensuring travelers can explore various destinations easily.

What is the life of a tour operator?

Tour operators plan meticulously and collaborate with various stakeholders. They work closely with outbound and inbound tour operators, accommodation and transport providers, and even travel agents and online travel agencies (OTAs).

Their goal is to create appealing package holidays, manage travel arrangements, and provide tourism products that meet their target market's preferences.

What are the strengths of tour operators?

Tour operators have several strengths, including the ability to create inclusive tour packages that simplify travel for tourists. They can specialize in various categories, such as business or leisure travel. They can also collaborate with distribution partners like travel agents and OTAs to reach a wider audience.

Tour operators leverage market data to sell directly to their target market, offering tourism products that cater to different preferences.

What's the difference between a tour operator and a travel agent?

Tour operators and travel agents serve different roles in the travel industry. Tour operators design and create tour packages, manage travel logistics, and provide tourism products.

Travel agents, on the other hand, act as intermediaries between travelers and tour operators or suppliers. They assist customers in choosing and booking the right travel options, including tours created by tour operators, but they don't create the tours themselves.

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What Does a Tour Operator Do?

Find out what a Tour Operator does, how to get this job, salary information, and what it takes to succeed as a Tour Operator.

The Tour Operator plays an essential role in the travel and tourism industry by designing, organizing, and conducting tours and travel packages for individuals or groups. They ensure that the travel experience is seamless, enjoyable, and enriching, taking care of logistics such as transportation, accommodation, and itinerary planning. By maintaining strong relationships with various stakeholders including hotels, guides, and transport services, they are able to curate experiences that meet the diverse needs and preferences of travelers. Their expertise in understanding destinations, cultural nuances, and local attractions enables them to create packages that offer more than just a visit, but a deep dive into the essence of the place. Through meticulous planning and coordination, the Tour Operator ensures that each journey is memorable, safe, and aligned with the expectations of their clients.

Tour Operator Job Duties

• Design and develop diverse tour packages to meet the interests and requirements of different groups of tourists, including itinerary planning, accommodation selection, and transportation arrangements.
• Negotiate contracts with service providers such as hotels, transportation companies, and activity providers to secure the best rates and services for tours.
• Market and promote tour packages through various channels, including online platforms, travel expos, and partnerships with travel agencies, to attract potential customers.
• Provide detailed pre-tour information to clients, including travel tips, itinerary details, and necessary preparations, to ensure they are well-prepared for the trip.
• Lead and manage tours, ensuring all aspects of the tour run smoothly, from coordinating transportation to managing schedules and addressing any issues that arise.
• Offer insightful and engaging commentary on the cultural, historical, and natural significance of tour destinations to enhance the client’s experience.
• Handle financial transactions related to the tour, including collecting payments from clients, managing budget allocations for different aspects of the tour, and settling accounts with service providers.
• Collect feedback from clients post-tour to assess the quality of the experience and identify areas for improvement in future tour offerings.

Tour Operator Salary & Outlook

Tour Operator salaries vary based on experience, niche market expertise (e.g., adventure, luxury, cultural tours), language skills, and the complexity of tours managed. Additionally, the size and reputation of the employing company, along with the individual’s negotiation skills and client satisfaction rates, significantly influence earnings.

• Median Annual Salary: $51,975 ($24.99/hour)
• Top 10% Annual Salary: $80,500 ($38.7/hour)

The employment of tour operators is expected to grow faster than average over the next decade.

This growth is driven by increasing global travel demand, a rising interest in unique, personalized travel experiences, and the expansion of the middle class in emerging markets. Tour operators, adept at crafting tailored itineraries and navigating complex travel logistics, are essential in meeting these evolving consumer preferences.

Tour Operator Job Requirements

Education: A Tour Operator typically has diverse educational backgrounds, with many having completed some college courses, often in tourism, hospitality, or business management. High school diploma holders also qualify, ideally with subjects focused on geography, history, and languages. Those with Bachelor’s or Associate’s degrees usually major in travel, tourism management, or related fields, enhancing their understanding of global cultures, travel regulations, and customer service essentials. Education in marketing and communication is also beneficial for this role.

Experience: Tour operators often come from diverse backgrounds, with many entering the field with minimal to moderate experience. A significant portion starts with less than a year’s experience, indicating on-the-job training is common and crucial. This training encompasses customer service, itinerary planning, and safety protocols. Some individuals transition into the role with no prior experience, learning entirely through structured training programs offered by employers. Experience in travel planning, group management, and cultural knowledge is beneficial, highlighting the importance of adaptability and a keen interest in travel and culture. Continuous learning and skill development are key components of succeeding as a tour operator.

Certifications & Licenses: Certifications and licenses for Tour Operators may vary by location but generally include a business license and, in some cases, a tour operator license. Specialized certifications such as the Certified Tour Professional (CTP) offered by the National Tour Association can enhance credibility but are not universally required. No specific certifications or licenses are universally mandated across all regions or types of tour operations.

Tour Operator Skills

Itinerary Planning: Selecting destinations and activities that align with clients’ preferences and comfort levels is crucial for tour operators. They must have a comprehensive understanding of local attractions, cultural nuances, and logistical considerations to craft journeys that are both leisurely and adventurous, ensuring a seamless and enriching travel experience.

Risk Management: Tour operators are tasked with identifying potential hazards and taking preventative actions to safeguard their clients’ safety and satisfaction. A meticulous attention to detail and the ability to foresee and address risks, ranging from natural disasters to health emergencies, are imperative for ensuring secure travel experiences.

Supplier Negotiation: Achieving favorable terms with hotels, transportation providers, and local attractions is critical for the profitability and competitiveness of tour packages. Effective negotiation skills, informed by an understanding of market trends and strong relationships, are necessary to secure deals that benefit both the company and its clients.

Customer Service Excellence: Handling inquiries, complaints, and special requests with patience and positivity is essential. Tour operators must efficiently resolve issues and proactively enhance the customer’s experience, transforming potential challenges into opportunities for outstanding service.

Destination Knowledge: Deep familiarity with the destinations offered is required, encompassing local customs, language nuances, and lesser-known attractions. This enables the creation of tours that are engaging, culturally enriching, and provide travelers with a memorable and authentic experience.

Multilingual Communication: The ability to communicate fluently in multiple languages facilitates effective interaction with a diverse clientele. It ensures that all participants fully comprehend the itinerary, safety instructions, and cultural nuances, allowing for more personalized and engaging experiences that foster a deeper connection between tourists and their destinations.

Tour Operator Work Environment

Tour operators often find themselves in a dynamic work environment, where the office can range from a traditional desk setting to the great outdoors, depending on the day’s needs. The workspace is equipped with standard office tools and specialized software for planning and booking tours, requiring a good grasp of technology.

Work hours can be irregular, with peak seasons dictating longer days and the possibility of work on weekends and holidays. The dress code tends to be casual but may require formal attire for meetings with partners or clients.

The role is inherently social, involving constant interaction with clients, vendors, and team members, making a collaborative and adaptable culture crucial. Travel is a significant component, offering opportunities to explore new destinations but also demanding flexibility and resilience.

Health and safety are paramount, especially when conducting tours, necessitating knowledge of first aid and emergency procedures. The pace can be fast, balancing multiple tours and clients, requiring excellent organizational skills and a calm demeanor.

Professional development is encouraged, with many companies offering training in new destinations, languages, or tour management software, supporting career growth within the industry.

Advancement Prospects

Tour operators can advance their careers by specializing in niche markets, such as eco-tourism or adventure travel, to cater to specific client interests and stand out in the industry. Developing a deep understanding of a particular region or type of travel can lead to becoming a sought-after expert, potentially opening opportunities for higher-level positions within larger travel companies or the foundation for a successful independent business.

Progression can also come from embracing technology, utilizing digital marketing, and social media to enhance customer engagement and expand market reach. This digital proficiency can lead to roles in digital strategy or marketing within the travel sector.

Leadership roles are another advancement path. With experience, a tour operator can transition into managerial positions, overseeing teams, or entire operations. This might involve strategic planning, financial management, and business development responsibilities, contributing to the broader success of a travel organization.

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Multi-Day Tour Operators 2021: Reshaping Supply Chains and Distribution

Executive summary, definition and core products, the tour operator value chain, digital marketing to become primary sales channel, rise of online booking platforms, the ongoing shake-up of supply chain roles, the new era of modernization and professionalization, covid-19 is driving new types of tours, the pandemic also accelerated many existing trip trends, collaboration and transparency across the industry, bankruptcies are coming, what will the new multi-day tour landscape look like as covid fades, related reports, report overview.

Perhaps no sector has been as badly hit by the pandemic as tour operators, given their intrinsic connection to cross-border travel as well as  human interaction. Based on our research and discussions with over a dozen executives we see an industry on the precipice of major changes. 

This report will focus on the global multi-day tour operator sector with a heavy emphasis on itinerary-based guided tours. We will also briefly touch upon packaged tour sales. Multi-day tours are one of the last truly offline spaces of the travel industry. But that isolation cannot last. This report will cover the structure of this complex and fragmented industry. We see an ecommerce revolution occurring in the next five years that will reshape the way the industry supplies and distributes its products. 

We will also discuss the impact of COVID-19 on the industry and how we see the types of tours offered, and the operators themselves, evolving as a result.

What You'll Learn From This Report

• How the complex supply chain of the multi-day tour industry works and the different kinds of businesses and tours that exist within it.
• How digitalization is disrupting the industry and where the biggest new opportunities exists
• How tour operators have responded to the pandemic
• What we think the new multi-day tour landscape will look like as COVID-19 fades

Executives Interviewed

• Matt Berna, Managing Director, North America for Intrepid Travel
• Murray Decker, Chief Executive Officer of Tour Amigo
• Gavin Delaney, CEO and Co-Founder of TravelStride
• Tom Hale, Founder and President of Backroads
• Travis Pittman, CEO and Co-Founder of TourRadar
• Catherine Prather, President of the National Tour Association
• Massimo Prioreschi, CEO of MT Sobek
• James Thornton, Chief Executive Officer of Intrepid Travel
• Gavin Tollman, President of The Travel Corporation
• Enrique Velasco Jr., Chief Commercial Officer of Coltur Peru
• With special thanks to Jared Alster and Tom Buckley, Co-Founders of Dune7 for their background contributions to this report

From our vantage point today it’s easy to take for granted that people across the world would use their leisure time to travel. But tourism — traveling for the pure enjoyment of it rather than for trade or religion — is a relatively recent development in the grand scheme of things. Most date the birth of modern mass tourism to Thomas Cook’s first package tour in 1841. 

But naturally a lot has changed since then. Today’s tour operators need to be constantly evolving to keep up with the changing face of modern travel, as Thomas Cook itself discovered the hard way — and that was before a global pandemic hit!

This report will focus on the global multi-day tour operator sector with a heavy emphasis on itinerary-based guided tours. We will also briefly touch upon packaged tour sales. Though smaller than the hotel or airline industry, anyone seeking to understand leisure travel overlooks tour operators at their own risk. Pre-COVID, 12% of U.S. leisure travelers booked a package tour and in the United Kingdom, 47% of household travel spending was on packages. In Southeast Asia, 60%+ of trips were packaged or semi-guided tours.

Perhaps no sector has been as badly hit by the COVID-19 pandemic as tour operators, given their intrinsic connection to cross-border travel and human interaction. Many operators are still seeing revenues down 80%+ even as other sectors like hotels and airlines are moving to a recovery. The pandemic changed the kind of tours that people want, driving them to seek the outdoors, small groups, and domestic trips.  

Based on our research and discussions with over a dozen executives, we see an industry on the precipice of major changes. It is one of the last truly offline spaces of the travel industry, but that isolation cannot last. There is a need for new modern tools and digital distribution, which presents a massive opportunity for new tech startups in the space. We see an ecommerce revolution occurring in the next five years, similar to what short-term rentals experienced following the success of Airbnb. This disruption will be compounded by the profound damage inflicted by the pandemic

In a sense, we already have a bit of a roadmap based on the past trajectory of other travel businesses that moved offline to online. We expect to see the emergence of a few major online booking sites and a new class of intermediary tech vendors to handle online bookings, channel distribution, and inventory management. Eventually this will lead to conflicts over direct distribution, repeat guests, and rate parity. 

We also believe that the pandemic will spur a winnowing of the ‘middle class’ of tour operators. A wave of bankruptcies and mergers is likely to come leading to consolidation in a handful of large players on one side and on the other side a long-tail of specialist operators that can niche down into their own unique offerings.

The Tour Operator Landscape

The multi-day tour industry is a big tent that incorporates a wide range of operators, suppliers, and distributors. Plus, at times it seems like every company in the space is running a slightly different business model. 

Our first step towards untangling this web of interconnected tour companies is to put a basic definition in place. 

Tour Operator : A tour operator is any company that sells two or more trip components together. At its most simple this could be a flight, hotel, or cruise sold together as a package. More complex tour operators bring together transportation and accommodation with local meals, activities, and guides. 

There are three core products sold by tour operators: packaged travel, itinerary-based tours, and small ship & adventure cruises.

Small Ship, Adventure, and River Cruising

Small expedition ships and river cruises are often included as within the tour operator space. The same travel agents that sell land-based multi-tours frequently also offer specialized cruises. Major booking sites like TourRadar have a prominent and well-stocked river cruise section. 

This space was traditionally dominated by specialists, like Azamara, Lindblad Expeditions, orViking River Cruises and they are some of the fastest growing businesses in the entire cruising sector. Arguably these smaller companies have as much, if not more, in common with a land-based tour operator than they do with the mega-ships of Carnival or Royal Caribbean. And to that point, we are now starting to see traditionally land-locked operators go to sea, with, for instance, Intrepid Travel now offers polar cruises and TUI owns several cruise ships.

Small ships do meet our definition of a tour operator as they bring together transportation, accommodation, activities and food into one package. Though in fact, if you stop and think about it, so does the entire cruise industry, regardless of ship size. In order to prevent this report becoming too big we will set aside all cruising — big and small — as its own topic to be covered in future research. The rest of this report will be focused on land-based multi-day tours. 

Packaged Travel

Packaged travel offers the distilled essence of our original tour operator definition. These trips bring together two or more components of travel supply, usually a flight and a hotel, and offer the combination together as a single new product to the consumer. The main selling propositions for this kind of product is typically value for money, convenience, or unique supply. Packages are also very commonly sold as an upsell for travel suppliers.

Given that there is no itinerary design included, this type of product is most popular among those looking to ‘fly and flop.’ These guests are typically looking to spend their leisure time off in a hot location with a cold beverage. And they want to access that vacation as easily and cheaply as possible. 

One of the main reasons why package tours can offer better pricing to a traveler than assembling the separate components of the trip themselves is because, from the point of view of a travel supplier, packagers operate as an opaque selling channel. 

Take hotels as an example: in a package the customer is quoted a single price for the entire bundle – flight + hotel + car – so the traveler can’t pinpoint how much they are paying per room night. This means that hotels can offer discounted rates without violating rate parity and undercutting first-party pricing. Tour operators tend to move high volumes so hotels are incentivized to offer bulk pricing for their business. Bed banks and global distribution systems often act as intermediaries providing wholesale supply to tour packagers. 

Convenience is another main driver of packaged tour sales. There is a large segment of consumers, especially in Europe, that don’t want the stress and confusion of booking all of their own travel arrangements. While those of us that have the most severe cases of the ‘travel bug’ may have turned booking travel into a hobby (perhaps many of you reading this), we can admit that this is possibly not the most fun part of a trip for an average vacationer. 

Another reason why a traveler might pick a packaged tour operator is because they can offer exclusive supply. Perhaps there is a resort that the operator owns and therefore the only way to visit it is by booking via a package. One of the best examples of this is TUI owns or operates over 400 hotels to ensure it can control the guest experience and provide access to rooms in supply-constrained markets like Cape Verde. It also owns nearly a dozen cruise ships and several charter airlines. Jet2 also follows a similar model with its own in-house airline that complements its vacation packages as it can offer uniquely convenient airlift for its guests only. 

Dynamic Packaging

One of the most exciting developments in the packaged tour space is dynamic packaging. This is a relatively new development in the packaged tour space driven by the growth of tech connectivity in the industry. The concept is that, rather than operators or agents manually pulling rates and building bundles by hand, algorithms automatically create package deals live during the guests’ shopping experience.

The next step for this market is the development of open platforms that plug into suppliers’ booking engines and allow dynamic packaging ‘as a service.’ For example Hotelbeds offers dynamic packaging via an API that could allow for this. Third-party platforms for bundling opens up a whole new world of plug-and-play upselling capabilities for travel suppliers that might not have traditionally considered a packaged tour product, although it also brings with it the potential for rate parity issues.

Airlines have long used packaged tours as an upsell to drive revenue and margin on the flight products they were already selling. These bundled upsells often accounted for a small slice of revenue. JetBlue in a 2018 investor day disclosed that its attach rate for JetBlue Vacation was just 1.5% of transactions. However these small percentages can add up to big dollars, like at LatAm which sold $22 million worth of tour packages in 2020, still less than 1% of group revenues. But the package revenue shares can go quite high, even at a traditional mainline carrier. Japan Airlines Group (JAL) — certainly not a discount packager like Jet2 — sold $485 million of packaged tours in 2021, accounting for ~10% of group revenue, according to IdeaWorks . 

Most airlines, if they sell tours at all, operate closer to Jetblue with the business driving a low single-digit share of group revenues. But JAL and other exceptions prove just how high the numbers could potentially get. Many airlines see today’s low package numbers as a mere starting point from which to build significant ancillary revenue streams to complement their unbundled retail strategies. Dynamic packaging has made this far more feasible and now airlines of all types from AirAsia, Allegiant, and  EasyJet to Emirates and American Airlines are selling tour packages. 

In the past, standing up a packaged tour offering at an airline would require a lot of time-consuming negotiations with hotel and car rental suppliers and even after all of that work, supply might still be limited. Airlines are in the core business of selling flights and not negotiating hotel wholesale rate contracts. With dynamic packaging airlines have the ability to tap into B2B platforms that can build bundles around their routes with relatively low lift. Bedbanks, like Hotelbeds , GDSs, like Amadeus , and tech vendors, like Switchfly all now offer dynamic packaging tools. This means that in today’s fast evolving landscape, airlines can add new routes and immediately be selling dynamic packages around that destination on launch.

The development of dynamic packaging further blurs the line between a tour operator, like a TUI, and an online agent, like Expedia. If JetBlue (supplier), TUI (operator), and Expedia (OTA) can all sell the same flight plus hotel package, what is fundamentally the difference between these three companies? 

We believe that online travel agencies like Expedia and Booking will be some of the biggest beneficiaries of the move towards dynamic packaging and the above blurring of industry lines. In a dynamic world, having the most possible permutations of trip choices is a key differentiator. And the OTAs sit in a sweet spot where they have strong pre-existing direct customer relationships while also having millions of hotel, flight, and car listings across the globe already live in their databases. When guests shop for a flight, the OTA can then offer them the upsell to add on a hotel room or car booking, all for one packaged rate. The discounted package price is calculated automatically on the fly based on the unique combination of travel choices selected by the shopper. The discount can come from specific wholesale rates pushed by the suppliers to the OTA or the booking site might just choose to algorithmically reduce its commission margin to encourage an upsell to a higher ticket purchase. They can also resell their inventory and technology as white-label dynamic packaging tools to other agents, hotels, and airlines. Both Booking Holdings and Expedia as well as smaller OTA players like lastminute.com have all been running experiments around the best way to sell tour packages. Expect to see more developments in this space.

Itinerary-Based Tours

Itinerary-based tours are, arguably, the heart of the tour operator industry. These tours go beyond simply bundling component travel products, adding on top of that core package a layer of local expertise and itinerary design. These tour operators will be the focus of the rest of this report. 

Price is not often the main selling point here. Rather, the convenience of not having to plan, the assistance of a guide, or the uniqueness of an itinerary is the main selling point. There is quite a lot of variety within products offered in this space. 

There are three main variables that we can use to define the main types of itinerary-based tour products:

• Fixed-Date Departures vs. Custom: Fixed date tours are offered with a pre-scheduled departure date and a set itinerary. Travelers buy these pre-built itineraries off the shelf. In contrast, custom tours are built to suit each individual guest with a unique schedule and departure date.
• Guided vs. Self-Guided: Though the classic image of a tour includes a guide leading a group, this does not always have to be the case. Self-guided tours are growing in popularity. In this case, the traveler buys a travel package that can include local connections, activities, meals, and suggested sights, but no in-person guide to contextualize the destination. 
• Group vs. Individual: This has more to do with the buying behavior of the guest than the actual itinerary on offer. In group travel, the entire tour is booked up by a single organization, perhaps a school group, work retreat, or a large family. On the other hand, individuals traveling book a single slot as part of a larger overall planned departure that combines many other individuals or a small group of travelers that don’t know each other.

We can mix and match these different variables, offering for instance a guided group fixed date tour or an individual self-guided custom tour. 

In addition to the main products on offer, there are two primary layers of operators in the itinerary-based space. One is based on the source market that the travelers buying the tour are departing from, and the other based on the destination market that the tour is taking place in. 

• Outbound Tour Operators: These tour operators service international travelers. They typically focus on a single origin market but often service multiple overseas destinations. Outbounds specialize in the market that travelers purchasing a tour are departing from and can provide native language marketing, sales, and customer support. They also have the cultural context to understand what kind of itineraries may appeal in their home market. Outbound businesses may operate their own in-destination trips or outsource the local logistics to a destination management company. An example would be a UK based tour company that offers British travelers a variety of trips across Asia and continental Europe. 
• Destination Management Companies: Also known as inbound tour operators or receiving tour operators. These operators receive inbound international travelers. They typically focus on a single destination market but often service travelers from multiple overseas origins. By specializing in a single destination, they have the local know-how and logistics to ‘make the trains run on time.’ They can sometimes use their local connections to source unique experiences. DMCs usually contract with an outbound tour operator but increasingly may sell direct to the overseas consumer. An example would be a local Peruvian tour operator that specializes in running Machu Picchu treks for guests coming from many different outbound operators and nations. 

The line between outbound and inbound operators has always been blurry and it is only getting hazier. The core distinction we will be making when referring to outbound operators vs. DMCs is the difference between retail-specialists focused on the source market and logistic-specialists focused on the destination. 

These terms originate from the cross-border market but, especially as local tourism boomed during the pandemic, have a place in domestic markets as well. While they may not technically be ‘outbound’ operators when within the same country, there can still often be a separation between the retail tour operators and their domestic DMC partners or subsidiaries (though one could even argue New York City might as well be an outbound foreign market from the perspective of a Utah river guide).

Illustrative Example of the difference and connections between Outbound Tour Operators and Destination Management Companies.

With the baseline definitions and products understood, let’s examine the lifecycle of how a tour is created and comes to market in the land-based tour operator space.

Our model of the tour operator chain has three layers of value add. It starts with the supply of core travel products like hotels, flights, trains, and cars. These ‘raw materials’ of the tour might come from direct contracting with an airline or via a reseller like a bed bank. Some fully integrated tour operators  even own their own charter airline or resort properties. 

The next layer is the tour operator itself. “The tour operator is the manufacturer,” says Catherine Prather, President of the National Tour Association. Unlike a hotel or airline that is fundamentally anchored to a physical asset, tour operators sell a value-added travel service not tied to a single tangible product. By that we mean that tour companies ‘assemble’ unique trips by taking building blocks from other travel suppliers and adding an additional layer of intangible value-add. That value-add might be local expertise, cheap bundled pricing, or peace of mind. This transforms the raw materials into a more valuable new product which they can resell into the marketplace. 

We distinguish here between tour packagers that are doing pure bundling and itinerary-based tours where an additional layer of in-destination curation and expertise is used in the ‘manufacturing’ process. A company like TUI is still a multi-day tour operator at this tier. It ‘manufactures’ its own tour products and retails them through first-party channels and also re-sells through agents and other distribution channels. But the tour products it offers are mainly a bundling of different supply components. In contrast, a G Adventures both bundles the supply components and adds an additional design component by planning daily activities and arranging for local guides. 

There is also the opportunity in this layer for wholesalers and retailers. Specialist DMCs often design local tours that can be resold to larger retail travel agencies that can tap into their local market of outbound travelers. 

The final layer is that of distribution. There are three primary channels. First is the direct channel driven by in-house sales and marketing efforts. Then there are the two major intermediaries in the space, online booking sites, which operate on both commission and advertising models, and travel agents. It should be noted that tours are one of the last great bastions of traditional travel agents (along with business travel). A very significant volume of tour products is distributed by the large travel consortia and even, in some countries, by brick-and-mortar retailers. This is because tours are one of the most complex travel products, a result of the above ‘manufacturing’ process, making a human intermediary much more valuable. 

A hotel room might have a handful of core attributes (star rating, price, location, room type) and several more secondary ones (Wi-Fi, pool, view, floor height). But even the most basic tour can have dozens or more key attributes (departure date, size of group, length of trip, itinerary variations, level of physical activity, type of accommodation, age of participants, etc.). This creates difficulty to code for tours in the back end, as well as for consumers to shop and compare multi-day tours. This has made it doubly hard for online booking sites to take off in the space; however, these challenges are slowly but surely being overcome and digital platforms are growing in prominence as distributors of tours. 

We understand that we have tried to simplify a very complex space and so there may be many nits to pick with this diagram. But we think that these core mental models of three main tour products (packages, itineraries, and cruises) sold via layers of value (supply, operation, and distribution) is a useful way to help decipher the tangle of different operators in this industry. 

A lot of the confusion in the space seems to stem from the many different permutations of how vertically integrated an organization chooses to be and what permutation of products they choose to sell. But by building this mental model of the industry we can better see past the superficial differences of each specific company. A lot of the variation we see across tour companies is often reflective of different choices about what parts of the value chain to vertically integrate and what products to sell. But within each specific part of the value chain in isolation, business models are often more similar than they may first appear. 

For example, tour operators that run their own in-destination programs vs. ones that outsource to a DMC are not two fundamentally different types of tour companies but are instead making different decisions about how vertically integrated they want their organizations to be. Or a travel agent that sells tour packages is best thought of as vertical integration between the ‘manufacturing’ stage of packaging process and a distribution channel, rather than as a wholly separate kind of company from a tour operator with a large first-party salesforce.

Technology Shakes Up The Multi-Day Tour Industry

It is clear from our research that a wave of technological change is washing over tour operators as we write. Tours are one of the last major travel industry categories still heavily built off analog tools and manual processes. Catalogs and phone calls are frequently a part of the tour sales cycle. 

Research from the Adventure Travel Trade Association (ATTA) suggests that just 8% of bookings came via online travel agents. And that more than two-thirds of bookings came from some form of offline channel. Though this was just a small sample and only representative of a niche type of tour operator, it speaks to just how small online distribution platforms are in this space. 

Travel has attracted significant investor attention — nearly $30 billion of funding over the last five years — much of it focused on the digital transformation of the industry. Online platforms, which started in just airlines and hotels, have pushed into nearly every travel market. Nowadays practically every sub-sector from short-term rentals and business travel to day tours and packaged tours has either a major public company or a “unicorn” private startup valued at more than $1B, oftentimes both. All that is except for multi-day tours. 

Tours and in-destination activities have actually been one of the fastest growing categories of travel investment, raising nearly $900 million in 2019, but almost all of these dollars seem to focus on single-day, rather than multi-day tours. Three of the largest startups in multi-days tours — Evaneos, Tourland, and TourRadar, have collectively raised under $300 million in capital while activity OTA Klook has raised $720 million by itself.

Part of this is the challenge of marketing complex tours online as well as resistance from incumbents content with the old ways of doing business. But changing expectations among employees, supplies, and customers, accelerated by COVID-19, are driving digital innovation to the fore in the sector. 

This digital ‘splash’ will have ripple effects up and down the entire tour value chain, affecting everything from the smallest on-the-ground guide to the largest corporation. Gavin Tollman, President of The Travel Corporation, one of the largest tour operators in the world, believes that, “digital has really been one of the greatest evolutionary changes during [the pandemic] for us.” And being the last major travel sector to digitize does have a silver lining: by drawing on lessons from other sectors, we have a pretty good road map for how the industry may be transformed.

As with hotels and airlines, digital marketing will only continue to grow in importance to the industry. Naturally, this means that search engine marketing budgets will have to grow. 

This is especially true in the U.S. market. Matt Berna, Managing Director, North America for Intrepid Travel, explained that, “[in America] We spend the lion’s share, easily 80% of our budget, on direct digital marketing strategies.” Although Berna caveats that in other markets, like Australia, travel agents and retail storefronts remain key marketing tools, that a large tour operator like Intrepid is so heavily invested in digital marketing should be a sign of the times.  

But the rise of digital marketing goes beyond performance marketing. For instance, Search engine optimization is arguably just as important and when done right is not cheap either. “We’ve done a lot with SEO,” says Berna, “building a lot of new content, writing content, building out our pages and website.” 

Digital marketing also involves building brand recognition at the top of a sales funnel moving online, with brand advertising shifting to platforms like YouTube and ‘word of mouth’ being spread on social media. In fact, Gavin Delaney, CEO and cofounder of online tour site Travelstride told us that 90%+ of customers start their tour research online. 

Speaking to the power of social media, Tollman told us, “if you said to me, what has been one of our greatest success stories in the last year? It has been the use of social channels to tell our stories in a robust way that people can look and see. When the world was shut down and we were still operating trips, how powerful it was to show people that they could still go and show them what we were actually doing.”

Directly linked to the growth in digital marketing techniques is the rise of online booking platforms for multi-day tours. That’s primarily startup websites like TourRadar, Tourlane, Evaneos, and TravelStride. Today, these come in two flavors: commission-based agents (e.g. TourRadar) and advertising-based listing sites (e.g. TravelStride). There are still few true metasearch sites that search other online booking sites due to complexities of itineraries in the space. 

Complex itineraries make it difficult to convert online intent to online bookings and Travelstride’s Delaney says that two-thirds of the industry still ends up being booked over the phone or via another direct channel through an operator or agent. “One thing to keep in mind,” he explains, is that “a hotel and a flight, they have five key data points… a departure date, an arrival date, a return flight, a price, a seat type, right?” And while alternative accommodations may expand that to 10 data points, Delaney points out that, “In a multi-day tour, typically, we have 125 data elements… does day three include breakfast? What are you doing in the afternoon of day four? What’s the average physical level? How much walking is there? Is this appropriate for an age group? … [Multi-day tours are] a step function, more complex in terms of how you organize that information to make it useful for travelers to search and feel confident enough to book.” 

Adding to the difficulty of driving online sales is that these are expensive bookings, the average transaction at TourRadar is $2,500. But Travis Pittman, CEO and cofounder of the online booking site says that it regularly takes “bookings up to $10,000, $20,000.” In contrast the average transaction on Airbnb is ~$400. 

Despite these challenges, online booking sites are making strong headway. We note that large online travel transactions are becoming increasingly common. To continue the previous example, despite its low overall average transaction size, Airbnb’s fastest growing category is long-term stays of 28+ days which can easily run up to $2,000 – $3,000 ticket sizes, all sold online. 

And as aggregators of both tour supply and online demand, multi-day tour OTAs are uniquely positioned to win in a digital marketing heavy environment. We believe that the industry will inevitably close the gap between the 90% of travelers that start their searches online versus the third of travelers that end up completing this process by booking online. 

For starters, consumers are increasingly coming to trust these online platforms. To that end TourRadar’s Pittman highlighted that, “a key part of TourRadar has always been reviews…  that’s how we began really, and that’s stayed throughout.” Those reviews do more than just establish credibility with guests, they also help from a search engine optimization standpoint. 

Reviews paired with the wide range of tour supply on the platform, means that an online booking site will probably be a highly ranked organic result for high intent tour searches. This also drives a “billboard effect” where online users that are “passing by” while searching for travel inspiration repeatedly come across the same few multi-day tour aggregator and review sites. 

The guest starts by searching for a tour in Peru but also considers one in Columbia, and ultimately shifts focus to a Costa Rican trip. The destination specific brands will change each time, but TourRadar, TravelStride, and others will keep popping up. This familiarity drives trust in the platforms and makes users more likely to eventually book via an online intermediary, even if not for the destination they were originally searching for. 

These platforms also have an advantage in online distribution by means of the wide range of supply that they aggregate. This comprehensive supply lets them drive repeat customers who want to explore a variety of different tours and destinations. An Argentinian tour specialist will struggle to drive guest loyalty because as Delaney points out, “even if you have the best possible trip, most people won’t go back to Argentina twice in a lifetime.”

It’s more than that, customers can be quite picky about even simple things like departure dates. Says Delaney, “the vast majority [of tour customers], even when they have a great time with that tour operator, … It’s just like, oh, I really liked Intrepid, but their itinerary dates don’t quite match up and G Adventures has a very similar one but their dates … match up with what I want better.” This mercenary behavior plays into the hands of online booking sites and other aggregators like travel agents who have cross-brand supply and allow for comparison shopping across dates and prices for similar itineraries. 

This means that all else equal, the same exact customer probably has a higher lifetime value to an online booking site than they do to a regional tour operator. Pittman emphasized that, “CRM [customer relationship management] and bringing customers back is an extremely important part of this journey.” Accordingly, TourRadar and similar sites can ‘afford’ to outbid regional tour operators in performance marketing because even though they may end up paying more in dollar terms, they could still well be earning the same or an even better ROI on their ad dollars than what the regional specialist was targeting. 

The final piece of the puzzle comes from the focus and size of an online travel agency. As we have seen with flight and accommodation OTAs, these booking sites eventually grow to have larger marketing budgets than most individual tour operators can hope to muster. This, paired with the above ROI efficiencies, let online booking sites win more online performance marketing search auctions, more consistently than other operators, driving traffic. 

All of this means that if, as we believe, the amount of multi-day tours being booked online grows, then the relative importance of these OTAs is also likely to grow.

In our previous section on the tour operator value chain, we discussed the difference between local wholesale tour operators and outbound retail tour operators. In the past these two businesses had a mutually beneficial relationship. Running dozens of local operations was impractical for the retailer while for a local operator, in Morocco say, it would have been unthinkable to directly market tours abroad in multiple countries.

But the accessibility of online marketing and digital distributors has upended this relationship. It has opened a whole new world of opportunities that were never before possible while also bringing with it a whole new slew of challenges. “We’re seeing DMCs also work with us now,” says TourRadar’s Pittman. “… They’re [DMCs] seeing the opportunity to go direct to market. So they’re not just reliant on these bigger operators to get to [market]”.

That local DMC in Morocco can now list its tours on an online booking site and collect bookings from across the globe. Though it will have to pay a commission – likely 15% to 25% –  a DMC can now cut out the intermediary and bring those retail margins in-house. All of this without a direct booking engine! If the Moroccan DMC chooses to invest in an English-language webpage and a modest AdWords budget it could be in the direct tour business across the U.S., Canada, UK, and Australia almost overnight. 

“What’s happening is that the producer and the consumer are getting closer and closer and closer,” says Enrique Velasco Jr., Chief Commercial Officer of Coltur Peru, a local DMC. “They [the producer and consumer] can start speaking to each other. Whereas before, they were thousands of miles apart, there was no communication between them.”

Wholesalers are now competing directly against their retail partners. And to make matters more confusing, many of these retail tour operators also distribute through travel agents and OTAs. That means that the same exact tour could well be marketed to the consumer in four different places (direct via wholesaler, direct via retailer, indirect via OTA, and indirect via travel agent). 

Adding in another layer of complexity, Pittman told Skift that TourRadar plans to launch a new platform for redistribution by the end of the year that will, “basically allow any third party to distribute the inventory that we have… the GDS of multi-day [tours].” The ability to push the same tours through as many distribution channels as possible will never have been easier. 

On the one hand, this breadth of channels means more shots on goal and more chances for the right guest to find the right tour. As TTC’s Tollman puts it, “Consumers are going to buy travel where they want to buy travel. And we will ensure that we are in those places for them.”

But on the other hand, imagine a physical store putting the same exact products right next to each other on the shelf, just with slightly modified packaging. Each variation with different pricing and margins. That would never fly in the real world, the consumer would optimize for lowest price and the manufacturer for best margin until only one product remained. 

The main reason it works with tours is because of confusion in the space and unsophisticated customers that prevent true comparison shopping. Travel agent clients today are unlikely to be comparison shopping with online travel agents or direct channels. And guests are often afraid to book complex and expensive itineraries online or with a party they don’t have a pre-existing relationship with. 

Compounding this, many tour operators – both wholesale and retail – are heavily reliant on third-party sales. Though they see the potential of direct, it is currently too small a part of their business to be self-sufficient and they are afraid that too sharp a pivot towards direct will alienate distributors and result in a net overall decline in sales. 

But we would argue that fear and opacity are not a strong foundation to build a business on. The clear trend in online shopping is towards more transparency across products and prices and for the rising generation of customers to be more comfortable with making large ticket purchases online. Plus, over time, tour operators will become more confident in the size and stability of their direct channels and more willing to confront distributors over commissions. 

We think that the blurring of industry lines will drive several reactions. It will cause distributors to delineate their value add more clearly, with travel agents for instance retrenching into high-touch luxury service with many add-ons and complex arrangements. Wholesalers will be able to compete on price as direct-to-consumer wholesale clubs like Costco do today. And retailers will be driven to vertically integrate so that they can offer more destinations, in turn driving repeat guests, and potentially also create more exclusive supply arrangements so that they cannot be undercut or resold by other players. 

James Thornton of Intrepid told us that, “I think we’ll increasingly be more vertically integrated as an organization. In 80% of the cases it’s our DMCs operating the products that we sell [and] you’ll see us potentially move into other aspects of verticals. It might be more accommodation, it might be having exclusivity of certain routes or departures. You might see us have more small ships, for example.”

Let’s face it, most founders of a tour operator didn’t jump into the business out of their love for programming. They did it for the love of travel! But with the world going the digital direction we describe above, the need to modernize and professionalize many tour operators, especially smaller ones, is becoming increasingly urgent.

Many operators still keep the details of their tours logged on excel or even pen and paper. And we know of operators and travel agents that need to make multiple phone calls to confirm a booking. According to Tourism Research Australia, 88% of bookings are still made manually through email booking requests and offline methods. A survey by ATTA found that just 50% of operators they surveyed have an online reservation system that takes credit cards. This won’t fly in the coming era of tour operators. 

In order to drive effective direct to consumer capabilities, tour operators will need to develop a full technology stack. This includes responsive websites with SEO in mind, booking engines to capture sales, customer relationship management software to track guest inquiries and bookings and MarTech tools for performance advertising, retargeting, and email marketing, among other techniques. 

James Thornton told Skift that Intrepid Travel wants to have “more focus on customer experience on the website. [We are] trying to improve the overall digital experience both at the point where people come into the brand and transact with us, but then also when they come on the trip more of the documentation being served up in a digital format, the feedback loops being in a digital format. And that just helps us as an organization be able to react more real-time than previously we would.” 

Shockingly to us, Intrepid Travel only installed its first CRM system just three years ago. This is a standard sales and marketing tool for major corporations and Intrepid’s late adoption of this software speaks broadly to the industry’s need to modernize its tech stacks. 

We should note that Intrepid still managed to attract 460,000 customers a year and a 25% repeat rate without CRM software. Pretty good. But it could be better, and looked at from a glass half full perspective there is a huge amount of untapped potential ahead for Intrepid to grow into as it modernizes its sales operations. 

Even though Massimo Prioreschi, CEO of MT Sobek, a boutique mountaineering and outdoor adventure company, runs a smaller business than Thornton, he too has been investing in new technology. “In the last 18 months we’ve revamped our reservation system, phone system, CRM, and guest portal” he says. “This time of fallow, where there weren’t guests traveling”, Prioreschi explains, “[was an] opportunity to upgrade our technology. And so I think in five years, our guests will feel this ease of dealing with us.”

Above these core investments, a particularly exciting tech development we heard about came from The Travel Corporation, which “started using robots for all yield management,” according to its President Tollman. “We have dynamic pricing on all of our trips,” he explained. “And what that has done for us is … if costs are added to [a tour], we can adjust them dynamically as we move. So we are not stuck with flat pricing, which is one of the most high-risk features of the old way that tour operators used to work.”

This kind of revenue management is industry standard in the airline and seeing growing adoption across hotels. Based on this cross-industry trend, while TTC may be an early adopter, we expect more tour operators to adopt similar pricing tech. 

And all of this is just on the direct-to-consumer side. 

The technology for business-to-business (B2B) distribution is evolving as well. “Historically it was PDF and Excel files,” Berna explains. “[Peak DMC would] get a quote and then they’d send it to an Intrepid salesperson, who would make it look good and send it to the client.” That approach won’t fly anymore. Berna says that, “technology is going to improve a lot … [to allow us to] provide quicker quotes, more accurate quotes, better looking quotes so that DMC can work directly with those tour operators.” 

Tour operators aren’t exempt either as they have distribution partners of their own – online and offline travel agents – that will be demanding modern booking capabilities. For instance, Tollman told us that The Travel Corporation is, “evolving our APIs to expand and let agents actually get even more content, and more content that’s relevant. Not just dates and rates, but all robust content there too.” Interestingly, he sees potential for APIs to expand the company’s distribution reach even outside the bounds of traditional channels, teasing that “We are also looking at a number of distribution channels, which typically have never sold multi-day tours.”

And although the largest operators in the world are starting to evolve, the reality is that most small and medium sized tour companies lag significantly behind. Here’s a striking fact: Murray Decker, the CEO of multi-day tech vendor Tour Amigo, told us that, “of all the operators we’ve had discussions with, about 95% of them actually don’t have a dedicated multi-day tour [backend] system, or are using a mix of multiple systems that are designed for other travel business (day tours, activities, etc).”

If there is to be a post-COVID gold rush in multi-day tours then these back-end vendors, like Tour Amigo, are selling the pick-axes. Inventory management, content management, and booking engines are part of a standard digital retail tech stack in airlines, hotels, short-term rentals, and most recently day tours. Not only do they allow for operators to keep up with evolving distribution channels, but there is a major book-keeping and business management benefit as well.

Digitizing inventory allows for more advanced sales analytics, quicker account reconciliation, fewer back-end staff, and reduced errors. Murray estimates that at large travel agencies and tour operators the error budget due to manual loading mistakes can run into the millions of dollars.

The path forward is clear to us: DMCs and tour operators alike will need to buy or develop new back-end systems that can deliver live pricing and availability. Intrepid’s Matt Berna reflects that, “I used to talk to product managers and ops directors about how great our products were. Now I talk to data science engineers.” 

These backend systems and APIs are increasingly table stakes to participate in the current digital tour operator landscape. But they don’t come cheap and an unfortunate reality is that, especially in the wake of COVID-19, many operators will not have the cash on hand to upgrade these systems, shutting them out of modern tour distribution. We see this creating a class of have and have nots, especially in the more commoditized product offerings. This will drive some to sell out to more sophisticated tech platforms or simply to fall behind and go out of business.

The Impact of COVID-19 on the Multi-Day Tour Sector

Up until this point in the report we have discussed the structure of the industry and how long-term changes in technology are causing tour operator business strategies to evolve. In this section we will discuss the more immediate changes caused by COVID-19. This includes both new trends in the actual tour products being offered, as well as how some industry-wide practices and standards are evolving in the wake of the pandemic.

“We are going through a seismic shift in our world,” says Gavin Tollman, “the fact is we’ve entered just an entire new world.” COVID-19 has caused a dramatic shift in what kind of tours that travelers take. Some of it is due to changing preferences, such a desire for more cleanliness and safety, while other changes are due to government orders such as the closing of borders. Regardless of the reason, tour operators have responded by creating new types of tours for the pandemic era.

Rise in Domestic Tourism

The biggest new trend to emerge from the pandemic is the new emphasis on domestic tourism. At Intrepid Travel, Berna tells us that, “before COVID, about 60% of our customers worldwide came from Australia. … It’s flipped now. The US is our biggest booking market for Intrepid worldwide… 50% now of all travelers are American.”

Tollman of The Travel Corporation concurs. “Our domestic US travel brands [are doing] unbelievably well. Our domestic Australia brands, pre their last shutdown, [were also] unbelievably well… One is really beginning to see whether it’s  in South Africa, the U.S., Australia, or the UK, domestic first, near-destination second, and international third.”

Focus on Sustainability 

The other major new shift has been towards a more thoughtful understanding of travel’s impact on ourselves and the world around us. “If you said, what is fundamentally changed,” Tollman asks, “it’s going to be sustainability.” His family of tour brands are making significant shifts to be more respectful of the communities they visit and have pledged to be carbon neutral by 2022. 

James Thornton, the CEO of Intrepid Travel was emphatic about this point. “Increasingly people want to be purchasing and working for and buying from companies that are truly sustainable, not companies that say that they’re sustainable, but companies that really are and have the independent accreditations to back that up,” he explained. Intrepid Travel is the world’s largest certified travel B-Corp and has been carbon neutral since 2010. 

This is not just a COVID shift but a generational one, according to Thornton. “Increasingly millennials and gen Z are wanting the higher standards of environmental and social expectations when they travel. … Younger people are expecting brands to reflect their own values and particularly think about things like climate change.”

The shift towards sustainability doesn’t have to come at the cost of the trip experience, and if executed thoughtfully, can even enhance the overall experience. Thornton gives the example of a trip to Cambodia which would typically have an internal connecting flight. But the airport is a generic and stressful experience. “What we’ve now done,” he explains, “is remove the flight aspect of that trip and introduce a boat trip. One, it’s a more relaxing experience. Two, it’s a more local experience. Three, it emits a tiny proportion of carbon by comparison.” 

Thornton also believes that demand for domestic travel can continue due to its climate impacts. “I think there’s going to be more questioning about just jumping on a plane to fly to the other side of the world, to go there for a week,” says Thornton. “I think you’ll see a trend towards people traveling closer to home more frequently, but then when they go for longer trips overseas, those trips will probably be a bit longer in nature to factor in the carbon emissions.”

Small Groups

There has also been a shift towards smaller groups, custom itineraries, and more high-end accommodation. This kind of travel provides extra space, flexibility, and exclusivity which are perceived as cleaner and safer, the ultimate luxuries during pandemic. 

But rather than this being a new trend introduced by lockdown, Catherine Prather of the National Tour Association explains, the move towards small groups, “was already happening prior to COVID and that’s really been amplified [by the pandemic]. I think that’s something that’s really just here to stay because people were already wanting to have a smaller group experience, but that was being driven by not only generational changes, but also by people wanting those authentic experiences. It’s easier and better to have that with a smaller group.” She also highlights luxury travel as, “something that was already happening.” But now, Prather says that “People equate luxury with safety and cleanliness and security.”

Active Vacations

Another big COVID-19 winner has been active and outdoor vacations. This was already a fast growing trip type but the perceived safety of the fresh air and the backlash to lockdown really poured a lot of gas onto the fire for these tours. 

Tom Hale, Founder and President of Backroads, a leading bike and active tour operator, told Skift that, “demand for active travel was already growing pre-pandemic, and COVID has accelerated the trend with people wanting to spend more time outside in a safe and active environment.” 2022 bookings at Backroads are currently 70% above 2019 levels, its best historical year ever. 

Further reinforcing the above domestic trend, Hale spoke to how Backroads quickly pivoted to add domestic capacity, leading to them taking “20% more guests on trips in the US than we ever had before.” Hale sees the trend towards smaller, active trips continuing even as the pandemic fades. “We expect to see huge demand for Europe and other international locations in 2002] … and predict that … 2023 will see unprecedented numbers of active travelers.”

Outside of product offering, another major industry transformation due to COVID-19 that many spoke to us about was a new sense of teamwork and transparency across the industry. 

“There has been a lot more collaboration,” says Prather, “hey, this tour can go, but I really need five extra people. Do you have clients who may want to experience or go on this trip?” This is partially born out of a sense of camaraderie brought about by the near-death experience of COVID and a realization that it will be a group effort to keep the sector afloat. 

“People are a lot more open,” agrees Matt Berna. “What I mean by that is DMCs will go to the partners and say, ‘Here’s our costs. You can see them, but I need to make 5%.’ … Nowadays, it’s open books. We’re all in this together. We need to all make money, but we also need to see where our costs lie… That trust piece I think that still will continue.”

There is also an element of working together to develop best practices and industry standards in the face of a rapidly shifting disease picture. “There definitely has been a lot more sharing of information,” Prather explains, “How are you dealing with this? Are you asking for proof of vaccination? Are you masking on your tours?”

The final reality of COVID is that despite many operators’ best efforts – all of their cost cutting, pivots to new tours, and industry-wide collaboration – many will not make it through this crisis. There have been far fewer bankruptcy cases than expected, but we believe that this is mostly because of emergency funding, lenient creditors, and forgiving customers. All of this will soon begin to wear out. 

Prather warns, “I don’t think we’ve seen the shakeout as much yet in terms of true consolidation because of the PPP loans [A U.S. small business aide loan] and idle loans and things like that, that have helped people survive.” Gavin Delany of TravelStride goes even further, “there definitely is going to be significant consolidation. A number [of tour operators] have already gone out of business, mostly smaller ones.”

Many businesses went into hibernation but may find that restarting is more challenging than expected.  For instance, many tour operators’ first trips back will be 2020 tours rescheduled into 2021. And while it must feel good to be operating again, the timing of cashflows can be deadly. There are few new dollars coming in the door as these were mostly previously paid for, but staff salaries and suppliers need to be paid all the same. This further draws down already diminished cash reserves. 

Delaney says that, “I’m actually sort of surprised at this point. I would have thought more companies would have gone out of business. So up until this point, they’ve been fairly resilient.” He points out another challenge of coming out of hibernation. “I think part of the challenge is the rebound will actually be slowed a little bit by the fact that [tour operators] cut all these sales staff. So in June, pre Delta variant, we had this surge in interest. People wanted to book trips and there were not enough people to answer the phone and answer questions.” As with seemingly every other industry, tour operators are being plagued by labor shortages and supply chain backups.

There is also a great disparity between the types of services that tour operators provide and the kinds of regions they service. Those with a domestic outdoor focus are obviously doing better than an operator that specialized in international study abroad, which has been totally shut down for the foreseeable future.

On the whole though, revenues are still down dramatically. the ATTA, in a survey of adventure tour operators found that 74% of respondents had seen a 80% or greater reduction of revenue in 2020 compared to 2019. And these are the outdoor operators that are supposed to be doing the best! Prather says that “our members are telling us… It won’t be until 2023 that we will really see a full recovery in terms of getting back to 2019 levels.” 

And that’s a long way for a struggling tour operator to make it alone. Add in the investment required to digitize and the scale increasingly needed for effective distribution, and the hurdles become insurmountable for some.  In that same ATTA survey, 15% of tour operators surveyed said they are possibly closing down, 3% are definitely shuttering. 28% surveyed were interested in being acquired by or merging with another company. 

As bad as things have been for tour operators, we believe that we have yet to see the full wave of bankruptcies and consolidation to come in the multi-day tour industry. 

Overall, we believe it is possible to look at how flights and accommodations were transformed in the wake of their digital revolutions in the early 2000s as a road map for the multi-day tour industry. 

The flip side of the rise of digital marketing and online booking sites is that, as many an airline or hotel discovered, tour products will become increasingly commoditized. Both OTAs and Google search encourage suppliers to fit their tours into the neat boxes drawn up by online distributors. And comparison search engines necessarily require that the more unique aspects of a tour be minimized in favor of the more standardized feature sets like departure date, price, length, and destination. 

Matt Berna, Managing Director, North America for Intrepid Travel told us that, “the reason I say that the price is becoming more important is some of these OTAs.” Berna clarified that, “we like to work with review sites like the TourRadars of the world where [the sort algorithm] goes by customer reviews… whereas [if] we go just to a platform that sells a price only, it’s going to be really, really competitive and it may not be worth the business for us.”

Commoditization, in which the main means of competition becomes price, is exactly what the rise of digital distribution did to airlines, hotels, and alternative accommodations. True, tours are more complex products, and therefore may never become quite as commoditized, but the direction of the trend is clear to us. 

Using this as a benchmark, we see four broad paths forward for tour operators to follow in response to the rise of digital channels and online and the commoditization it will bring.

1) Embrace Commoditization : If you can’t beat ‘em, join ‘em, as the saying goes. Rather than try to fight it, some tour operators will choose to compete on price and make up for lower margins with volume. Call it the Walmart strategy.

Sometimes customers just want, “your bread and butter trips” says Berna. Berna explains that Intrepid works very hard to differentiate even these trips based on quality, but admits that, “once you get into that competitive set, we’re all selling the Inca trails… of course, the only way to really compete sometimes is the price.” Intrepid, as one of the largest tour operators in the world, has the scale necessary to run trips like this. 

But very few other operators will be able to grow to the size necessary to win at this game. Expect only the largest operators in the world to pursue this strategy. That leads us directly into the next industry shift we expect to see.  

2) The Big Get Bigger Through M&A: There’s safety in numbers, and more importantly, operating leverage. We discussed in the earlier online booking section how these sites have a scale advantage in performance digital marketing. The airlines and hotels both found the best way to compete was to consolidate to build this same marketing advantage for themselves. Call it the Marriott/Starwood strategy. 

By consolidating, the biggest players broaden their supply choices which makes it easier to drive loyalty program customers who consistently book direct and have higher lifetime values, justifying higher upfront marketing acquisition costs. This makes large-scale businesses better able to compete with booking sites in performance marketing. Plus, with growing name recognition they can invest in brand marketing which drives new customers and makes performance spend more effective.

Consolidated suppliers also have more leverage to negotiate lower commissions with travel agents, both online and offline. Finally, with larger balance sheets comes the ability to control exclusive and/or scarce resources that can only be sold through exclusive first-party channels. By this we mean sources of unique supply like national park permits, private islands, or wholly owned hotels and resorts, which are very expensive to acquire or develop.

3) The Boutique Route: For many, competing on price and volume is a race to the bottom that only the biggest can win. Like with the boutique hotel movement, we think there is a great opportunity for tour operators to de-commoditize their product by providing very high service or specializing in a very specific niche.

The niche for these ‘boutique’ tour operators can be anything from a specific region, a type of tour (e.g., mountaineering or biking), an affinity group (e.g., photography or cooking) or a style of travel (e.g., train travel or sailing). But the key is that it needs to be something where the operator can be differentiated and best in class. By committing to a niche, it precludes growing to a large size, but it means that you can be the world leader in your particular area and attract direct bookings looking for this unique offering. Even better, because fewer other operators commit to any given niche there will be less competition and these boutique businesses can have stronger pricing power.

A good example of this is MT Sobek which has a 53 year pedigree in mountaineering and adventure travel that started in Nepal. Massimo Prioreschi, its CEO, told us that, “[adventure travel is] a tough business to scale… It’s hard to manufacture deep knowledge and excellence in guides.” He explains, “I’ve been at companies before that were very scale driven. And [MT Sobek] isn’t, it’s quality driven, it’s connection driven, it’s relationship driven. And that really, I think that’s why we’re still here.” Prioreschi has turned the slow process of grooming a mountain guide into a competitive moat for his business by embracing the boutique nature of their organization. As a result MT Sobek sees 90% direct traffic and 75% of their business comes from repeat guests or word of mouth. 

4) Embrace The Complexity of B2B: In response to an increasingly competitive B2C market, some may drop it altogether and pursue the still largely offline B2B market. Coltur Peru , a local DMC is an example of this. As a result of COVID it reorganized to drop its lower-end consumer offerings. Now Coltur focuses largely on complex custom group tours and special interest itineraries. 

“There’s this mass hysteria that everybody has to be with one foot in B2B and one foot in B2C and if you’re not in B2C, then you’re going to die,” says Coltur’s Chief Commercial Officer Enrique Velasco Jr. Dismissing this conventional wisdom, he says that the company is, “trying to focus in market segments that do need the middleman. That segment … might, as a percentage of the whole industry… become smaller. But it’s not going to die.” Velasco sees the challenges incumbent in planning a custom itinerary as a competitive moat, telling us, “the more complex what you’re looking for, the more we stand apart from our competition, that’s what we believe.” 

This is akin to the strategies pursued by business travel agencies which, up until COVID-19 hit, had continued to grow by providing high-touch service to large organizations while leisure offline travel agencies shrunk in the face of D2C challengers. There is still a lot of value to be had in planning high-value and complex tours. The addressable market may be smaller than the mass-market D2C opportunity, but those that can successfully hang onto their slice of the pie will be rewarded with stable cash flows. 

Who is a Tour Operator? Know Roles and Responsibilities

If travel destinations and tourist places are something that interest you or fill you with enthusiasm, probably then, you must know about a tour operator. Tour operators advise customers about different travel options. They organize tours for individuals or different groups of travelers. As professionals, they prepare tour itineraries, and tour packages and coordinate with vendors for your holidays.

In this write-up, we delve into a tour operator’s roles and discuss the necessary skills, roles, and education qualifications for the job.

Who is a Tour Operator?

A tour operator is someone who belongs to the hospitality industry. He organizes tours and helps customers during trips so that they have positive reviews. Advising customers on different tour packages based on their budget and interests, and handling all logistics of a tour, such as booking tickets and accommodations, are some basic roles assigned to them.

Tour operators generally work for travel agencies or tour companies A tour guide will accompany tourists on their trips, but tour operators are solely available to answer their questions. They provide detailed information about tourists’ itineraries.

Types of Tour Operators

Here are some types of tour operators who can help you plan your holidays better and make them memorable!

1. Domestic Tour Operators

 Domestic tour operators provide tours and travel services within their own country. They serve tourists who desire to explore different regions or attractions within their country.

2. Inbound Tour Operators

These operators serve foreign tourists visiting their country. They plan and organize tours within their own country, and provide services such as transport, accommodation, guided tours, and activities.

3. Outbound Tour Operators

Outbound tour operators organize tours for residents of one country traveling to another country or countries. They arrange the trip, including flights, accommodations, transportation, and activities at the travel destination.

4. Special Interest Tour Operators

These operators specialize in planning tours catering to specific interests or hobbies, such as wildlife safaris, culinary tours, photography tours, adventure travel, or cultural immersion experiences.

5. Wholesale Tour Operators

Wholesale tour operators sell pre-packaged tour products in bulk to travel agencies or retail outlets. They often provide discounted rates to travel agents. Travel agents usually earn a profit by reselling the tours to clients.

6. Incentive Travel Companies

These companies organize travel experiences for corporate groups or organizations as rewards or incentives for employees or clients. They often tailor trips to meet the guided objectives and preferences of the organization.

Tour operators design and organize pre-packaged tours or holiday packages while the Travel agents help clients in booking individual travel components.

What is the Role of a Tour Operator?

Tour operators play a wide array of roles when it comes to planning holiday packages and dealing with tourists.

1. Planning Tour Packages

These professionals design and schedule travel packages for individual travelers or groups of tourists. They coordinate with their clients to discuss their likes and dislikes and then suggest a range of attractions, accommodations, and transportation options to enable the clients to select the tour packages that meet their preferences.

2. Negotiating Rates

Often the tour operators can try to book a group of room /blocks in a hotel for their bigger group. This leads to lower rates for the tourists.

3. Arranging Travel

Tour operators ensure that passengers have their train tickets to travel between the cities or even book a car rental to help customers visit the attractions according to their schedule.

4. Providing Customer Support

A tour operator offers travelers with the technical assistance that they may need before a trip. For example, they may reply to customer questions about a trip they are planning, tell them about currency exchange rates, or notify them if there are any changes in their itinerary.

5. Preparing Tour Budgets

A tour operator comes up with different price options with sample itineraries and counsels customers on the kind of lodging and attractions that are within their budget.

6. Researching Travel Options

Tour operators are specialists who gather and study data on traveling patterns to suggest itineraries to tourists about where they should go, where they will stay, and where they can eat on their trips.  

They read articles and browse online for details about travel trends and popular tourist spots that they can use to stay updated with what is trending currently.

Educational Requirements for a Tour Operator

To become a tour operator you need a high school diploma or equivalent. Some employers, particularly tour companies or travel organizations, may prefer to hire candidates with a bachelor’s degree.

Tour operators need a degree in tourism and travel services management or hospitality management. Many colleges and universities offer these undergraduate programs, and it typically takes four years for students to complete their degree. You can also consider doing short-term courses in the following streams.

• Hospitality finance
• Foundations of tourism
• International hotel management
• Tourism information technology
• Hospitality management strategies
• Sustainable tourism planning
• Revenue management
• Service technology
• Event planning
• Human resources management
• Hospitality sales and marketing

Difference between Travel Agent and Tour Operator

Tour operators and travel agents both play important roles in the tourism industry, but they have distinct functions and responsibilities. Let’s differentiate between the two.

Travel Agent :

A travel agent is an individual or a company that acts as an intermediary between travelers and travel service providers. They may specialize in certain types of travel, destinations, or services.

Travel agents typically earn commissions from the travel suppliers they book with, rather than charging clients directly for their services.

They assist clients in planning and booking the trip, including flights, accommodations, transportation, and activities.

Tour Operator :

A tour operator is a company that designs, organizes, and sells pre-packaged tours or holiday packages to travelers. Tour operators handle all aspects of the tour, including accommodations, transportation, meals, guided tours, and activities. They often work with travel agents to sell their tour packages to clients.

They may specialize in specific types of tours, such as adventure tours, cultural tours, luxury tours, or eco-tours. Tour operators also offer customized tour packages tailored to the preferences and needs of individual clients or groups.

Wrapping Up

The profile of a tour operator is special as it blends creativity, expertise, and impact. Tour operators have the privilege of turning travelers’ dreams into reality by crafting unique and immersive travel experiences tailored to specific interests and preferences.

They have an extensive knowledge of travel destinations, coupled with strong connections with local suppliers. This enables them to offer better service and access to exclusive travel opportunities.

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Moreover, tour operators play a crucial role in promoting sustainable tourism practices as they support local communities, and preserve cultural and natural heritage. Although they may face challenges such as changing rules and unforeseen circumstances, tour operators show professionalism in ensuring the safety and satisfaction of their clients.

A tour operator designs organizes, and sells pre-packaged tours or holiday packages to travelers. They plan and coordinate all aspects of the tour, including accommodations, transportation, meals, guided tours, and activities.

They also negotiate contracts with travel suppliers such as hotels, airlines, transportation companies, and tour guides. A tour operator promotes tour packages to attract clients.

Moreover, they assist and support to travelers before, during, and after the tour. They also ensure compliance with safety regulations and provide a high-quality travel experience.

While both tour operators and travel agents are involved in the travel industry, they have separate roles and functions.

A tour operator specializes in designing and organizing pre-packaged tours or holiday packages for travelers. They handle all aspects of the tour, from transportation and accommodations to planning activities and excursions.

On the other hand, a travel agent acts as an intermediary between travelers and travel service providers. They assist clients in planning and booking various aspects of a trip, such as flights, accommodations, transportation, and activities.

Travel agents may work with tour operators to sell their tour packages to clients, among other services.

A tour operator designs and creates pre-packaged tour itineraries tailored to specific destinations or themes. They negotiate contracts with hotels, airlines, transportation companies, and other travel suppliers to secure competitive rates and check availability.

They handle all logistics related to the tour, including booking accommodations, arranging transportation, and organizing guided tours and activities.

They market and promote tour packages to target audiences through online platforms, travel agencies, and promotional events.

A tour operator provides assistance and support to travelers throughout the tour, including addressing any issues or concerns that may arise.

Finally, they ensure compliance with safety regulations and industry standards to ensure the well-being and safety of travelers.

Last but not least, a tour operator continuously evaluates and improves tour offerings based on customer feedback and market trends to improve the overall travel experience.

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The best tour operator in Dublin - Wild Rover Tours

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The best tour operator in Dublin

Wild Rover tours is promoted as the best tour operator in Dublin, which was also confirmed by my Dublin walking tour guide. I did two tours with them: Cliffs of Moher + Galway and Kilkenny, Wicklow and Glendalough. First of all, the cliffs of Moher is simply a must see when you visit Ireland. The cliffs are stunning and also surrounded by beautiful Irish countryside tours. Galway is just the cherry on top. It is a city with a great ambience and great street music. Our guide Seán was one of the best I have ever had. Not only was he very kind, had humour and great guiding skills, he also has great storytelling skills and had us all captivated with his stories from Irish myths. Our driver Gary was kind and tool great care of us. His caring side showed really well when he was gave Seán some great compliments publicly. His kind words touched the whole bus. The second tour was to Kilkenny, Wicklow and Glendalough. I wasn't too amazed by Kilkenny, my expectations were higher. Though that might be a personal thing. Wicklow amd Glendalough though were incredibly beautiful! Sadly O fell asleep on the bus because now I missed part of the beautiful hills of Wicklow. Because of the limited time you have in Glendalough you have to stick to the touristic path to the lakes but I would have loved to do a full day hike here. It is also clear why Hollywood loves to film here. The cherry on top here was the border collie demonstration. It was very cite to see. Our guide John was a bit an older guide. He really did his best but unfortunately he seemed lost in his own words while guiding. Also he would start talking sometimes before the whole group had gathered around him to listen. This caused me to not being able to follow the whole stories or doze off. Though his lack of telling he made up with his kindness. He is truly an amicable man with humour and he kept the spirits on the bus high Lisa our driver, I have so many compliments for her. I took this tour during storm Katherine and the winds were strong. You could definitally feel it on the road. Though she drove us safely everywhere, on either the highway or the mountains. Thank you Lisa!

Excellent driving and a very knowledgeable guide. Overall a very enjoyable experience and we would highly recommend this tour. Thank you John and Stipe!

Our trip was fun, full of nature and knowledge of Irish history. Michael, our driver, was one of the most experienced bus drivers we have met and John, our guide, was the guide that you would like to have as a guide everywhere, he showed us how much he loves his job and passed it on to us. Both of them were truly amazing. Thank you for this pleasant journey with you!

We took a number of day trips from Dublin during our visit to Ireland but this tour was the best one. Elisa our guide was awesome. Very knowledgeable and energetic. She took deep interest in guiding us to the tourist spots and provided walk-tours like no other guide on any tours. You could tell that she loves what she does. All of us loved her and highly recommend her and this tour. Our coach was comfortable and the driver Darran made the ride and the trip very smooth. We as a family highly recommend this tour mostly because of Elisa and Darran.

It stared out right away with Joe, the driver, cracking a joke. I knew right away this was the bus for me. Followed by Kevin and his great knowledge of Ireland. Both friendly and kind. The view of the cliffs were amazing. Galway was a cute little city. If you get the chance book a tour. Hopefully you’ll be as lucky and get the duo of Kevin and Joe.

Marco and Sean were great. Marco got us there safely and quick. Sean told us stories along the way gave us great recommendations on what to do and eat. Would definitely do a tour with them again when i come back.

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Different Types Of Tour Operators That You Should Know About

Tour operators are an integral part of the travel industry. They play a crucial role in creating and selling travel packages to different destinations worldwide. A tour operator is a company that puts together travel packages, which usually include transportation, accommodation, and activities, and sells them to consumers. This blog will discuss the different types of tour operators and their roles in the travel industry. Knowing the types will help one to choose the better fit. 

Types of tour operators

As per the requirement, there are different types of tour operators in the travel industry. Some of these include inbound tour operators, outbound tour operators, domestic, specialist among others. Let us explore them one by one. 

1. Inbound Tour Operators

Inbound tour operators organize and sell travel packages for visitors coming into the country. They are responsible for creating itineraries and ensuring that visitors have a memorable experience during their stay. They typically work with local suppliers, such as hotels, transportation companies, and tour guides, to assemble their packages.

2. Outbound Tour Operators

Outbound tour operators are companies that organize and sell travel packages for consumers who are traveling out of their home country. They are responsible for creating itineraries and ensuring that travelers have everything they need for their trip. They work with local suppliers in the destination country to ensure everything is in place when their clients arrive.

3. Domestic Tour Operators

Domestic tour operators organize and sell travel packages within their home country. They specialize in creating tours that showcase the best that their country has to offer. They work with local suppliers, such as hotels, transportation companies, and attractions, to create their packages.

4. Specialist Tour Operators

Specialist tour operators focus on specific niches within the travel industry. They may specialize in adventure, education, luxury, or any other type of travel that appeals to a particular group of travelers. They typically have a deep knowledge of their niche and can create unique and memorable client experiences.

5. Travel Agency and Tour Operators

Travel agencies and tour operators are often used interchangeably, but there is a noticeable difference between the two. Travel agencies typically sell flights, hotels, and transportation, while tour operators create and sell complete travel packages that include activities and accommodation.

6. Luxury Tour Operators

Luxury tour operators create and sell high-end travel packages to discerning travelers. They typically offer personalized service, exclusive access to attractions and activities, and top-of-the-line accommodations. Luxury tour operators cater to travelers who are looking for a one-of-a-kind experience.

7. International Tour Operators

International tour operators are companies that create and sell travel packages to destinations around the world. They work with local suppliers in each destination to develop itineraries that showcase the best of what the goal has to offer.

8. Coach Tour Operators

Coach tour operators are companies that organize and sell tours that are conducted on a coach or bus. These tours typically cover a large area or several countries. They offer a convenient and affordable way to see multiple destinations in one trip.

9. Receptive Tour Operators

Receptive tour operators work with other tour operators to create travel packages for a specific destination. They are responsible for coordinating the local suppliers and ensuring that everything runs smoothly during the trip.

10. Adventure Tour Operators

Adventure tour operators specialize in creating and selling travel packages that offer outdoor activities and adventures. These tours may include hiking, rafting, or wildlife safaris and are designed for travelers looking for an adrenaline rush.

11. Educational Tour Operators

Educational tour operators create and sell travel packages that focus on educational experiences. These tours may include visits to historical sites, museums, or cultural events and are designed to give travelers a deeper understanding of the destination.

Why tour operators are crucial?

Tour operators play a vital role in the travel industry as they create and sell travel packages that offer unique and memorable experiences for travelers. By understanding the different types of tour operators, travelers can choose the right tour operator for their specific needs and preferences.

It’s also worth noting that many travel agencies also offer tour operator services, so it’s important to do your research and choose a reputable company with experience in the destinations and types of travel that interest you.

Whether planning a domestic trip or an international adventure, working with a tour operator can save time and hassle while providing unique and memorable travel experiences. In addition, many tour operators are now offering more sustainable travel options, such as eco-tourism and responsible travel. These tours aim to minimize the impact of tourism on the environment and local communities while providing travelers with unique and authentic travel experiences.

Another trend in the tour operator industry is using technology to enhance the travel experience. For example, some tour operators now use virtual reality to provide travelers with a preview of their destination or to offer immersive experiences during the trip. Tour operators will likely continue to adapt and innovate as the travel industry continues to evolve to meet travelers’ changing needs and preferences.

Suggested Read:  How to Become a Travel Agent

In summary, tour operators play a vital role in the travel industry, offering travelers a wide range of options and experiences. By understanding the different types of tour operators and their functions, travelers can make more informed choices when planning their trips. With the increasing focus on sustainability, responsible travel, and technological innovation, the tour operator industry is poised to continue growing and evolving in the years to come.

Frequently Asked Questions

1. what are the criteria for classifying tour operators.

Tour operators are classified based on the type of tour, their business, and their region of operation for package tours. This aids in comprehending the distinction between the meaning and function of each category. Inbound, outgoing, domestic, and ground operators are therefore included in the categorization.

2. Who do tour operators collaborate with?

Coordinating with bus companies, airlines, motels, and resort representatives. Service standards, contracts, and fees must be agreed upon. Customer names are confirmed with airlines/hotels.

3. What industry does a tour operator work in?

A tour operator is a hospitality expert that organizes tours and assists guests throughout their visits to ensure that they have a great experience. These experts advise consumers on various travel packages based on their budget and interests.

4. What is the role of an inbound tour operator?

An inbound tour operator specializes in organizing and selling travel packages for visitors coming into a specific country. They work on creating itineraries and ensuring a memorable experience for travelers by collaborating with local suppliers, including hotels, transportation companies, and tour guides.

5. What sets luxury tour operators apart?

Luxury tour operators create and sell high-end travel packages that cater to discerning travelers. These packages often include personalized services, exclusive access to attractions and activities, and top-of-the-line accommodations. Luxury tour operators focus on providing a unique and indulgent travel experience for their clients.

ravinder babbar

February 13, 2024

General , Travel Agent Guide , Uncategorized

Different Types Of Tour Operators , Tour Operators , Types Of Tour Operators

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Fantastic Turkey and Luxury Dubai - 13 Days

• In-depth Cultural
• Christmas & New Year

Places You’ll See

• Introduction
• Day 1 ISTANBUL
• Day 2 ISTANBUL / FREE DAY
• Day 3 ISTANBUL / BOSPHORUS TOUR / BALAT / FREE AFTERNOON
• Day 4 ISTANBUL / FLIGHT / CAPPADOCIA
• Day 5 CAPPADOCIA
• Day 6 CAPPADOCIA / PAMUKKALE
• Day 7 PAMUKKALE / EPHESUS / KUSADASI / IZMIR
• Day 8 IZMIR / FLIGHT / ISTANBUL
• Day 9 ISTANBUL / DUBAI.
• Day 10 DUBAI / DESERT SAFARI
• Day 11 DUBAI / CITY VISIT
• Day 12 DUBAI / ABU DHABI / DUBAI
• Day 13 DUBAI / AIRPORT

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What's Included

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• Additional Services

Where You'll Stay

Your peace of mind options, cancellation policy.

A transparent overview of applicable fees.

Reviews About This Operator

• Tour Operator Receptivo Aborigen Tours 4.0
• Gavin · 27th January 2023 This tour was well-run, as described, friendly and efficient. I was lucky in that all the various other people I met... Show more
• ZAKARIAH · 20th August 2022 Very good services for the whole package..love the hotel and the itinenery.thumbs up for all d english speaking guide
• Samantha · 29th November 2021 Very well arranged tour with constant communication. The package included everything I wanted to see. We had the... Show more

Dates & Availability

Pay-by-instalments

Take advantage of our 0% interest instalment plan on selected departures. Learn More

• Upcoming departures
• August 2024
• September 2024
• October 2024
• November 2024
• December 2024
• January 2025
• February 2025
• Saturday 27 Apr, 2024 Thursday 9 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Sunday 28 Apr, 2024 Friday 10 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Monday 29 Apr, 2024 Saturday 11 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Wednesday 1 May, 2024 Monday 13 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Thursday 2 May, 2024 Tuesday 14 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Friday 3 May, 2024 Wednesday 15 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Saturday 4 May, 2024 Thursday 16 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Sunday 5 May, 2024 Friday 17 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Monday 6 May, 2024 Saturday 18 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates
• Get Instant Confirmation Wednesday 8 May, 2024 Monday 20 May, 2024 English, Spanish Multiple Room Types €1,724 Confirm Dates

Frequently Asked Questions

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Good to Know

• Currencies $ US Dollar د.إ UAE Dirham United Arab Emirates

As a traveller from USA, Canada, Australia, New Zealand, South Africa you will need an adaptor for types C, E, F, G. As a traveller from England you will need an adaptor for types C, E, F.

• These are only indications, so please visit your doctor before you travel to be 100% sure.
• Typhoid - Recommended for Turkey. Ideally 2 weeks before travel.
• Hepatitis A - Recommended for Turkey and United Arab Emirates. Ideally 2 weeks before travel.
• Hepatitis B - Recommended for Turkey and United Arab Emirates. Ideally 2 months before travel.
• Rabies - Recommended for United Arab Emirates. Ideally 1 month before travel.
• Unfortunately we cannot offer you a visa application service. Whether you need a visa or not depends on your nationality and where you wish to travel. Assuming your home country does not have a visa agreement with the country you're planning to visit, you will need to apply for a visa in advance of your scheduled departure.
• Here is an indication for which countries you might need a visa. Please contact the local embassy for help applying for visas to these places.
• For any tour departing before 3rd July 2024 a full payment is necessary. For tours departing after 3rd July 2024, a minimum payment of 20% is required to confirm your booking with Receptivo Aborigen Tours. The final payment will be automatically charged to your credit card on the designated due date. The final payment of the remaining balance is required at least 70 days prior to the departure date of your tour. TourRadar never charges you a booking fee and will charge you in the stated currency.
• Some departure dates and prices may vary and Receptivo Aborigen Tours will contact you with any discrepancies before your booking is confirmed.
• The following cards are accepted for "Receptivo Aborigen Tours" tours: Visa, Maestro, Mastercard, American Express or PayPal. TourRadar does NOT charge you an extra fee for using any of these payment methods.
• Your money is safe with TourRadar, as we only pay the tour operator after your tour has departed.
• TourRadar is an authorised Agent of Receptivo Aborigen Tours. Please familiarise yourself with the Receptivo Aborigen Tours payment, cancellation and refund conditions .
• Insurance Unless otherwise mentioned, TourRadar does not provide travel insurance. We do however recommend purchasing it through our tried and trusted partner, World Travel Nomads .
• Accessibility Some tours are not suitable for mobility-restricted traveller, however, some operators may be able to accommodate special requests. For any enquiries, you can contact our customer support team , who are ready and waiting to help you.
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Four Tours Designed To Teach Travelers About Climate Change

In 2022, there were 963 million international tourist arrivals worldwide.

That’s 963 million opportunities for the travel industry to be a positive influence and drive transformative change. More specifically, that’s 963 million chances to increase knowledge about the realities of the climate crisis in vivid and unforgettable ways and inspire dedication to protecting the planet and fighting for climate action.

If you spend any amount of time searching online for travel experiences designed to provide education specifically about climate change, there continues to be an underwhelming amount of information and options.

But at least a handful of thoughtful travel companies and tour operators in business today have begun crafting tours that integrate first-hand education or exposure to the environmental challenges unfolding worldwide as global temperatures warm and weather patterns the world over make dramatic shifts.

From journeys that bring travelers to Iceland to witness and learn first-hand about glaciers that are rapidly retreating in the face of warming temperatures to citizen science projects that allow travelers to participate in research and data collection about the changing planet, to itineraries that include traveling alongside educators, scientists, and individuals with Ph.D.s, here are some of the emerging ways travel companies are shining a light on the serious challenges facing the planet in an attempt to inspire climate action.

1.Earth Watch, Climate Change in the Mackenzie Mountains

Earthwatch offers an inspiring number of thoughtfully designed tours that delve deep into the climate crisis.  From the Climate Change at the Arctic’s Edge tour to the Climate Change: Sea to Trees at Acadia National Park trip, and Climate Change in the Mackenzie Mountains, Earth Watch provides a unique variety of ways to engage in thoughtful travels alongside scientists and Ph.D.s in order to learn more about our fragile planet. The company also offers tours focused on ocean health, and wildlife and ecosystems. 

Its 11-day Mackenzie Mountains tour in particular, takes travelers to the majestic Mackenzie Mountains, a range that forms the border between Canada’s Northwest Territories and the Yukon. An area that’s on the front line of climate change, participants will use sophisticated equipment to collect data about permafrost and soil—work that helps reveal global-warming-related changes in the region. Additional activities include monitoring the status of the tree line, and record information on native plant species, says the company’s website.

There will also be time spent observing native mammals and birds in this striking and beautiful region. And here too, there’s a climate change-related purpose: travelers will record when and where animals are spotted and how many are observed. By helping researchers learn all they can about this fragile environment now, travelers will be helping to preserve it for the future, says the company’s website.

2.Global Family Travels,  Immerse in Iceland’s Dynamic Geology: A Transformative Adventure to Inspire Climate Change Action

A trailblazer when it comes to crafting trips designed to illuminate the challenges unfolding around the world, Global Family Travels offers an immersive, living science experience in Iceland.

The nine-night trip provides the opportunity to explore the beauty of Iceland’s landscape and learn about how climate change has impacted the country’s geography, how warming ocean temperatures are threatening some local wildlife and of course, take an up-close look at the heartbreaking retreat of glaciers.

“From beginning to end, this new trip to Iceland (which is appropriate for travelers from 8 to 80

years old) was created to educate participants about our changing climate and inspire them to

take up the cause, spreading the critical message about the need to protect this planet we call

home,” says Global Family Travels founder and CEO Jennifer Spatz.

Want to learn more? Read the company’s blog about the trip . There’s also an informational webinar that provides more details about this impactful itinerary.

“By the time you leave Iceland you will truly know the impacts of climate change, how to treat the environment in a sustainable way and hopefully have some ideas about what you personally can do to minimize your impact and help mitigate climate change,” says Spatz.

3.Intrepid Travel, Citizens Science Program, Antarctica 

Like the other companies on this list, Intrepid Travel believes that “when people know better, they do better.” This includes how climate change is reshaping the world.

On its small-group Antarctica journeys, which range from 11- to 23-days, Intrepid invites travelers to take part in a unique Citizen Science program that allows for assisting researchers and science coordinators in collecting data and making observations.

“Citizen Science is a way to harness the power of thousands of travelers around the world to observe, record, and report on natural phenomena,” says the company’s website. “This is particularly useful in remote and isolated destinations like Antarctica, where it is challenging to support long-term academic observation teams. Scientific research in the Antarctic is often a costly, time-consuming and difficult task.”

In particular, Intrepid's Antarctica tours feature partnerships with NASA, Oxford University, Happy Whale and other research organizations, giving passengers the ability to track animal migration, observe weather patterns, and measure the health of phytoplankton (the tiny microscopic organisms that form the basis of the ocean’s entire food chain).

“Antarctica and the Southern Ocean play critical roles in the regulation of the Earth’s climate system and in many ways are the ‘canary in the coal mine’ of climate change,” the company’s website explains. “In the coming years, politicians and regulatory bodies will decide the fate of Antarctica and our scientists need all the information they can get to help inform this future policy.”

4.Natural Habitat Adventures, Climate Change & Our Wild World

It’s hardly an overstatement to say that our planet is warming at a dangerous pace, a reality that Natural Habitat Adventures points out is impacting ecosystems, habitats, wildlife and people.

“As lovers of nature, we feel acutely how much is at stake,” says the company’s website. “From the Amazon to the Arctic, as rain forests burn and sea ice melts, wild places are under duress. That’s why we believe it is critical to understand what is happening so we can influence our leaders to respond and alter our behaviors accordingly.”

With this in mind, Natural Habitat Adventures launched a special trip series called Climate Change & Our Wild World, which was crafted to bring travelers face-to-face with the how the warming climate is impacting the world. And, ideally, the trips “inspire hope and action on behalf of our planet.”

Trips included in this special series exploring the Amazon, East Greenland and even spending time with Canada’s polar bears—an animal whose plight has been particularly devastating as the sea ice that polar bears depend upon rapidly melts.

They also include traveling alongside World Wildlife Fund (WWF) experts who will provide information all along the way regarding the impacts of climate change on the wild places being visited. Trip participants will meet conservationists, researchers and other experts. 

The Nat Hab trips, along with the others mentioned in this story, have been designed with this critical concept in mind:

“We only tend to advocate for issues we feel personally invested in. And there’s no more powerful way to spark that incentive than to experience these places for yourself."

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