What's actually working to fill more tours
Most tour operators are not short on visitors. They are losing them between the search result and the checkout.
70 minutes on what we've been testing this year, including in our own companies:
- Getting found. What changed now that AI answers sit above Google's results.
- Turning visitors into bookings. The conversion work behind Moab Adventure Center's redesign: online revenue up 27% on slightly fewer visits.
- What we'd try next. Where paid ads are paying off, and the coaching we run with operators.
We'll also show Western River Expeditions' new website, launching soon.
What we'll walk through
Real accounts, this year.
01
AI visibility
Across our clients, traffic from AI assistants books at about twice the rate of Google traffic. Less traffic, but it converts harder.
02
Conversion
One river operator's conversion rate nearly doubled this year, from 1.84% to 3.03%. Same traffic, more bookings.
03
Paid ads
In one account, Google search returned 22x while two other channels returned nothing, and a third of the revenue wasn't tracked at all.
Your Speakers
Brandon Lake
CEO of Resmark · Owner of Western River Expeditions & Moab Adventure Center
Brandon brings more than 25 years of firsthand experience in the tour and activity industry. He owns and helps operate Western River Expeditions and Moab Adventure Center, two highly established tour companies in North America, giving him a unique perspective on what actually drives growth inside an operating tour business.
Nikki DeSantis
Marketing Director of Resmark
Nikki is a digital strategist with 10+ years of experience in marketing, content, SEO, and brand growth. As Marketing Director for Resmark Systems, WaiverSign, and ResmarkWeb, she leads marketing strategy and helps tour operators adapt to the changing ways travelers discover and choose experiences online.
Greg Rosenhan
Senior Marketing Manager of Resmark
Greg has nearly 15 years of experience in web design, SEO, user experience, and conversion optimization. His career has taken him from working as an art director at a major Chicago advertising agency to designing high-performing websites and digital experiences for travel and tourism brands.
Tana Lancaster
Paid Ads Manager
Tana has nearly 13 years in growth marketing and paid media, running campaigns across Google Ads, Meta, Microsoft, and programmatic channels with monthly budgets over $100,000.
Hosted By ResmarkWeb
Why we host these sessions
We spend our days in the data, testing what actually produces bookings for tour operators, both in our own companies and across the clients we work with. When we find something that works, we don't want to sit on it. These sessions are how we pass it along, no fluff and no gatekeeping, just real findings and what to do with them. Because when our operators grow, we grow too. Whether you take one idea and run with it yourself or lean on us for the heavy lifting, we want to see you filling more tours.
