Episode #6

The Importance of Social Media for Tour Operators

When social media builds real demand and when it’s just noise for tour operators.

Apple Podcasts app icon. Purple square with white broadcast symbol.
Apple Podcasts app icon. Purple square with white broadcast symbol.
Apple Podcasts app icon. Purple square with white broadcast symbol.

Why most tour operators struggle with social media and what actually makes it work.

In this episode of the Tour Operator Growth Podcast, we break down how social media actually works for tour operators today and why most businesses are approaching it the wrong way. We unpack how algorithms prioritize engagement, why video matters more than followers, and what it really means to “stop the scroll.”

You’ll learn how social media fits into the Dreaming stage of the Growth Engine, how to create repeatable content that builds familiarity over time, and why you are competing with cat videos and workout tips, not just other tour companies. If you want to turn social media into a real awareness engine instead of a frustrating time drain, this episode will give you a clearer path forward.

White background.

Frequently Asked Questions

  • How often should tour operators post on social media?

    Consistency matters more than frequency. Posting three times per week consistently is far more effective than posting daily for a short burst and then disappearing. Social media works best when you build steady visibility over time.

  • What type of social media content works best for tour operators?

    Short-form video performs best, especially behind-the-scenes clips, guest reactions, guide personalities, and destination highlights. Content that feels real and engaging will outperform highly polished but overly promotional posts. Focus on stopping the scroll, not being perfect.

  • Can social media actually drive bookings for tour operators?

    Yes, but often indirectly. Social media builds awareness first, and many guests book later through Google or direct website visits. If you only measure last-click conversions, you will miss its real impact.

  • Why aren’t my social media posts getting engagement?

    Most low engagement comes from weak hooks, overly promotional messaging, or content that does not match your ideal guest’s interests. The first three seconds matter most, and watch time drives reach. If people do not stop and stay, the algorithm will not push your content further.

  • Do hashtags still matter for tour operators?

    Hashtags are far less important than they used to be. Platforms now prioritize watch time, engagement, keywords in captions, and on-screen content. A few relevant hashtags are fine, but they will not make or break your reach.

  • Should tour operators use social media scheduling tools?

    Scheduling tools are helpful for staying consistent and organized. However, you still need to engage inside the platform by replying to comments and interacting with your audience. Social media rewards participation, not just posting.

  • How does social media fit into the Growth Engine?

    Social media primarily supports the Dreaming stage by creating awareness and emotional connection before guests are actively planning. It also strengthens trust during the Planning stage and encourages user-generated content during the Sharing stage. When used correctly, it supports the entire Growth Engine, not just visibility.