Episode 20
Between Booking and Trip Day, The Pre-Trip Experience That Wins Reviews
Great reviews are won in the days before the trip, not just on it.
The messages that turn new bookings into five-star reviews.
In this episode of the Tour Operator Growth Podcast, Nikki and Greg step officially into the Experiencing stage of the Resmark Growth Engine, and reveal why it starts far earlier than most operators think. The moment a guest clicks "book now," an emotional roller coaster begins. They either grow more excited and confident, or they start second-guessing the decision. The operators who win are the ones who own that window.
Drawing on real stories, including a swamp tour that went radio silent and nearly got cancelled, a Western River Expeditions trip with thoughtful packing and dietary emails, and day tours in Svalbard with no confirmation at all, Nikki and Greg walk through the four message types that build guest confidence: a branded order confirmation with all the key details, post-purchase messages that add value and revenue (gear, photo packages, add-on excursions, upgrades, affiliate links), real-time notifications for payments and time-sensitive changes like weather or road conditions, and pre-trip messages that handle final logistics so guests show up ready.
Frequently Asked Questions
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When does the guest experience actually begin?
It begins the moment a guest clicks "book now," not when they show up at the meeting point. Research suggests up to 70% of guest satisfaction is influenced before the trip even starts.
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What should be included in an order confirmation email?
Everything a guest needs to feel secure and refer back to: name, date and time of the tour, location, order number, and any items required at check-in. Send it promptly and make sure it's branded and from your own domain so it's easy to find later.
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Why does the window between booking and arrival matter so much?
That's where guests either build excitement or start second-guessing their decision. Silence during this window creates doubt and drives cancellations, while thoughtful messaging builds confidence.
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Can post-purchase messages actually generate revenue?
Yes. Post-purchase messages are a revenue channel, not just communication. Operators can offer branded gear, photo and video packages, add-on excursions, gear and amenity upgrades, trip protection, gift cards, and affiliate links to recommended equipment.
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What are real-time notifications and when should I use them?
These are time-sensitive updates like payment reminders, weather changes, water levels, meeting location changes, or road conditions. SMS works best for visibility, but keep texts infrequent, since guests tolerate more emails than texts.
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What belongs in pre-trip messages?
Final logistics one to two weeks out and the day before: packing list, what to wear, meeting location, weather notes, what to expect, and a waiver completion reminder. These also set expectations to prevent unfair negative reviews over things like weather.
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How does pre-trip communication affect reviews and support calls?
Prepared guests are three times more likely to leave a five-star review, and strong pre-trip messaging can eliminate 30 to 50% of support calls.
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Does this apply to short or same-day bookings, too?
Absolutely. Even with a one or two-day booking cycle, a confirmation plus well-timed post-purchase messages help guests feel valued and more likely to leave a great review and refer others.