Most tour operators didn’t start their business because they were eager to study profit margins or fine-tune conversion rates. They got into this line of work because they love crafting memorable experiences—getting people outside, sharing stories, showing off the places they know best.
And that passion—it’s the heartbeat of any great tour company.
Of course, passion alone isn’t enough to keep a business thriving. At some point, the numbers matter—especially if you want to grow, hire great people, or just have a bit more breathing room during the off-season.
Well, the good news is you don’t need to become a full-time data analyst to make that happen. One of the simplest, most effective ways to boost your bottom line is by making the most of every booking through guest-friendly upselling and cross-selling. And with the help of tour management software, putting those strategies into action is now very approachable, even for solo guides and small teams.
Think about it: You’ve already done the hard work of attracting a guest and getting them through the door. That’s no small feat. Now, there’s an opportunity—right there in front of you—to increase revenue, improve the guest experience, and run a more efficient operation, all without having to chase more bookings.
Don't worry: This guide isn't about hard-selling, pushing unnecessary extras, or pressuring guests into buying more than they want. It's about genuinely improving your customers’ experiences while boosting your bottom line at the same time—understanding your customers deeply enough to offer exactly the enhancements they'll genuinely appreciate.
When done right, these subtle yet powerful tour business strategies not only increase revenue but also elevate guest satisfaction and boost repeat business. Whether it's at booking, during the tour, or even afterward, there are ways to turn every interaction into an opportunity to deliver more value—for your guests and your business alike.
Attracting brand-new customers for tours isn’t cheap. Between outdoor marketing, ads, and SEO, and all the time it takes to nurture a lead into a paying guest, new customer acquisition can quickly eat into your margins. But what if you could grow your revenue by doing more with the customers you already have?
This is where upselling and cross-selling can help. These are tried-and-true business techniques for increasing profitability while deepening the guest experience. And—at least when you do them right—they can feel less like a sales pitch and more like great service.
Here’s why putting a little focus on this area can yield big returns:
Higher Value Per Booking
When a guest upgrades from a standard kayak rental to a premium guided sunset paddle—or adds a photo package or a gourmet lunch—the value of that booking jumps. Multiply that across your season, and you’ve got a serious revenue boost without adding a single new customer to your list.
Better Guest Experience = More Repeat Business
A thoughtful upsell doesn’t just bring in more revenue—it actually enhances the trip.
When your team suggests extras that match the customer’s interests, you’re offering added value, not just a price tag. That creates memorable moments, more 5-star reviews, and return bookings down the line.
More Predictable Operations
Selling add-ons ahead of time (instead of on the spot) gives your team a clearer view of what’s needed each day—whether that’s how many bikes to prep, how many fishing guides to assign, or how much food to stock. That kind of visibility helps you run a tighter, more profitable operation.
So—how do you make this happen without sounding pushy or overloading your guests with options?
Let’s dive into a few practical strategies you can implement immediately.
Guests appreciate clearly differentiated tour packages. Rather than overwhelming them, offer concise choices:
Presenting these in a structured, easily comparable format encourages customers to select a higher-tier option, especially when the incremental cost difference is modest.
Suggest additional products or services at checkout based on guest profiles or tour types:
Subtly placed suggestions at checkout significantly boost conversion rates. Modern outdoor activity-focused booking systems that provide easy-to-manage add-on suggestions directly during the booking process drive this revenue effortlessly.
Encourage early bookings with limited-time upselling offers:
This not only secures revenue upfront but also enhances operational predictability.
The in-tour period offers ample opportunities for cross-selling—provided it enhances rather than detracts from the guest experience.
Guests are receptive to enhancements that genuinely add value or comfort:
A well-integrated mobile point-of-sale (POS) system allows staff to quickly and unobtrusively complete transactions, improving the guest’s perception of convenience and professionalism.
These days, guests expect everything to be fast, easy, and right on their phones. By using digital tickets with built-in QR codes, you can give them a way to grab extras—like merch or snacks—on the spot, without digging for cash or holding up the group.
Here’s what that can look like in real life:
It’s simple, slick, and makes your operation look sharp. Plus, it brings in extra revenue without your guides having to make a big sales pitch.
Merch is one of the easiest ways to add high-margin revenue—if you set it up right. The key is to keep it relevant and put it where guests are already pausing or waiting, like your check-in area or pre-tour lounge.
For example:
You don’t need a giant display or "pushy" sales tactics. Just make sure what you’re offering feels like a natural part of the experience, and place it where guests can browse without pressure. A little intention here can lead to big returns.
Your guides are often the face of your brand—and guests listen to them. When a tour guide casually mentions a great locally-made product, or the captain of a fishing charters business suggests a useful add-on to make it easier to catch a target fish species, it feels more like helpful advice than a sales pitch.
To make the most of it:
When guides have the right tools and feel confident making low-pressure suggestions, selling becomes just another part of great service. And guests walk away with something extra—whether it’s a souvenir, a snack, or a story to tell.
You already have a goldmine of guest info sitting in your booking system—why not put it to work?
When you use that data to suggest the right extras to the right people, you’re not just selling more—you’re creating a better experience. Here’s how great tour operators can do it:
When your suggestions feel relevant—because they are—guests are more likely to say yes. That means more revenue per booking and a smoother, more personalized experience all around.
Modern tour management software can do a lot more than just handle bookings. The right system lets you suggest upgrades or add-ons during checkout, collect waivers automatically, and keep track of what extras are actually selling.
It can also help your guides stay organized with up-to-date guest info and trip details—right on their phones. That means less time spent chasing paperwork or sorting out logistics, and more time doing what you love: showing your customers a great time.
When your tools are set up right, bringing in more revenue doesn’t feel like extra effort—it just happens naturally, as part of the flow.
Here are a few realistic scenarios that show how digital tools can drive extra income for different types of tour operators:
Adventure Tours
Imagine a zipline or kayak tour business that introduces mobile-based digital ticketing. With QR codes linking directly to a branded merchandise catalog, guests can browse and purchase gear or souvenirs while waiting or during downtime. The ease of buying on the spot could lead to a noticeable bump in merch sales, potentially much higher than relying on in-person pitches alone.
Hiking & Nature Tours
A hiking company adds optional gear rentals—like trekking poles, hydration packs, or GPS devices—available as add-ons during the online booking process. By using booking data to suggest these based on trail difficulty or weather forecasts, they could see an increase in both gear rentals and guest preparedness. Even a modest uptake could raise average booking value.
Fishing Charters
A charter company using analytics from its online reservation system might notice that families frequently rent gear à la carte. By bundling those items into easy add-ons during online checkout—like coolers, bait kits, or premium rods—it’s feasible to see a notable increase in revenue per booking, just from smarter packaging and timing.
Wildlife & Eco Tours
An eco-tourism outfit implements digital kiosks and QR-based ordering at their lodge or visitor center. Guests waiting for their tour can easily purchase field guides, insect repellent, or branded eco-friendly gear. This kind of passive, self-service selling could turn idle moments into more add-on sales with minimal staff effort.
City Walking Tours
A walking tour operator could add real-time digital check-ins and a mobile payment system. That small upgrade might allow guides to offer last-minute experience upgrades (like small-group options or extra stops). When booking and payments are frictionless, it’s realistic to see a significant increase in premium upgrades from guests who wouldn’t have opted in if they had to pre-book earlier.
ATV or Off-Road Adventures
An off-road tour company starts using guest profiles and past bookings to offer personalized package upgrades—like GoPro rentals, dust goggles, or extended ride time—at checkout. By bundling these and offering small discounts when booked early, they could see higher pre-tour upsell conversion rates and more predictable inventory needs.
You don’t need to overhaul your whole business overnight to start seeing results. Here’s a simple, step-by-step way to roll out upselling and cross-selling strategies that actually stick.
Look at your current setup. Where are guests already asking for extras? What’s working—and what’s falling through the cracks? A quick audit can show you where a few small changes could make a big difference.
Pick an outdoor booking and tour management platform that matches your tour size and style—but make sure it handles the essentials: online booking, mobile payments, POS, and guest insights. The more all-in-one and easier it is to use (for both your team and your guests), the more value you’ll get from it.
Even the best tools won’t help if your team doesn’t know how (or why) to use them. Train staff to offer upgrades naturally, personalize suggestions, and use the tech without slowing things down. The goal is to make it feel like great service—not a sales pitch.
Track what’s working. Are certain add-ons selling better at checkout than in person? Do premium packages convert more when highlighted early? Use those insights to adjust and improve over time. Small tweaks, made consistently, can lead to major growth.
As your tour business grows, so does the complexity behind the scenes. Coordinating guests, staff, gear, and schedules can quickly become overwhelming—especially during the busy season. Many operators find that just improving their internal systems can have an impact on growth comparable to bringing in new bookings.
That's why one of the best things you can do to stay ahead isn’t just hiring more help—it’s tightening the systems that keep everything running. Tour management software can quietly transform how you operate. Instead of juggling spreadsheets, paper waivers, and manual check-ins, a well-designed system can help streamline the essentials:
You don’t need to overhaul everything overnight—but gradually moving toward more connected, digital workflows can free up hours of staff time, reduce day-of-tour stress, and make it easier to scale without sacrificing quality. The end goal isn’t automation just for its own sake—it’s smoother experiences for guests, and less burnout for your team.
Upselling and cross-selling are essential strategies for increasing revenue and guest satisfaction. By strategically presenting additional products, services, and upgrades—and leveraging modern technology to simplify the process—you can transform your tour business into a revenue-maximizing operation without sacrificing guest enjoyment.
Ultimately, choosing the right tools and integrating subtle, guest-friendly selling strategies will not only boost your revenue but also ensure your guests walk away thrilled, eager to recommend you, and excited to return for their next unforgettable adventure.
Your business deserves to thrive without getting bogged down in administrative headaches. Digital Sportsman’s intuitive tour management software streamlines bookings, enhances guest experiences, and maximizes profitability—all from one powerful, easy-to-use platform.
Schedule your free demo today and discover firsthand how Digital Sportsman can help you turn every booking into effortless growth.