SEO is not a tactic. It is the foundation of how guests find you.

Before someone is ready to book a tour, they are dreaming. They are researching destinations, exploring options, and gathering ideas. If your business does not show up in that moment, you are invisible.

In this episode of the Tour Operator Growth Podcast, we break down why SEO sits at the very beginning of the Growth Engine and why it plays such a critical role in long-term tour business growth.

This episode focuses on the Dreaming stage and how search has changed, including the growing impact of AI, zero-click results, and helpful content.

In this episode, you’ll learn:

• Why SEO belongs in the Dreaming stage of the Growth Engine
• How guests search before they are ready to book
• Why helpful content matters more than keywords alone
• The most important on-site SEO basics tour operators miss
• How SEO reduces reliance on OTAs and paid ads

If you want more direct bookings and a growth strategy that compounds over time, this episode explains why SEO is foundational and where to focus first.

Chapters
00:00 Why is SEO important for tour operators?
03:10 What is the Dreaming stage in the Growth Engine?
06:05 How do travelers search before booking a tour?
09:30 Why does SEO matter before someone is ready to buy?
13:45 How has AI changed search and tour discovery?
18:20 What on-site SEO basics do tour operators miss?
24:10 How does SEO reduce reliance on OTAs?
29:05 What type of content helps tours rank in search?
34:40 Where should tour operators start with SEO?

Most tour operators try to grow by fixing random problems as they pop up.

More ads. A new booking tool. Better reviews. Maybe SEO next.

The problem is not effort. It’s structure.

In this episode of the Tour Operator Growth Podcast, we’re joined by Brandon Lake, founder of Resmark Systems, WaiverSign, and ResmarkWeb.

Brandon also helps operate Western River Expeditions and Moab Adventure Center, two of the most successful tour companies in North America. With more than 25 years of experience, he’s helped operators uncover the systems and structure that lead to real growth.

Together, we break down the five stages every tour business must build to grow without chaos or over-reliance on OTAs.

This episode lays the foundation for the podcast. The Growth Engine is the core structure behind how tour businesses grow.

In this episode, you’ll learn:

• Why growth feels chaotic without a clear structure
• The five stages every tour business goes through
• Where most operators get stuck
• Why more marketing does not fix broken systems
• How to identify what to focus on next

If growth feels harder than it should, this episode explains why and what to build instead.

Follow Us on Social Media
Facebook: https://www.facebook.com/ResmarkSystems
Instagram: https://www.instagram.com/resmarkllc
YouTube: https://www.youtube.com/@RESMARKSystems
LinkedIn: https://www.linkedin.com/company/resmark-systems

Want to learn more or talk through your tour business growth?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: nikki@resmarksystems.com

Chapters
00:00 Why tour business growth feels harder than it should
03:12 The real reason tactics stop working
06:45 What the Growth Engine actually is
10:30 The five stages every tour business goes through
15:20 Where most tour operators get stuck
20:10 Why marketing alone does not create growth
25:40 How to identify your current growth stage
31:00 Building a business that grows without chaos
36:15 Why this framework is the foundation

AI is no longer just a backend tool. It is quickly becoming one of the first places guests go when planning a tour.

In this episode, we look at the buying journey from the customer’s perspective and break down how AI fits into tour research, comparison, and decision-making.

We share real examples of how travelers use tools like ChatGPT and Google’s AI results, how they move between AI, websites, reviews, and social media, and what actually pushes them to book.

You will learn:
- How tour customers are using AI to research and compare experiences
- What real data shows about AI traffic and conversions for tour websites
- Why your website still matters in an AI-driven world
- Simple ways to increase your authority so AI is more likely to recommend your business

This episode ties directly to the Dreaming and Planning stages of the Growth Engine and helps you understand how guests are finding and choosing tour operators today.

Follow Us on Social Media
Facebook: https://www.facebook.com/ResmarkSystems
Instagram: https://www.instagram.com/resmarkllc
YouTube: https://www.youtube.com/@RESMARKSystems
LinkedIn: https://www.linkedin.com/company/resmark-systems

Want to learn more or talk through your tour business growth?
Visit https://www.resmarkweb.com
Book a call: https://www.resmarkweb.com/request-quote
Call or text us directly: 385-449-4079
Email Nikki: nikki@resmarksystems.com

Chapters
00:00 How Tour Customers Are Using AI to Plan Trips
02:10 What the AI Buying Journey Looks Like Today
04:25 Where AI Fits Into Tour Research and Comparison
07:10 Do Travelers Trust AI Recommendations?
10:05 How Guests Move From AI to Tour Websites
13:00 Real Examples of AI Influencing Booking Decisions
16:20 What AI Traffic Data Tells Tour Operators
19:30 Why Your Website Still Matters in an AI World
23:40 How to Show Up in AI Search Results as a Tour Operator