It seems like a straightforward transaction. You give a tour operator information and reasons why they should send group business to your attraction. You decide on rates, dates and details. They send the group and everyone is happy.
But did you know that bus drivers and tour guides often have input into an attraction and whether it is added in to an itinerary? It’s true. Tour guides and drivers often work for multiple companies. When they see their guests enjoying the experience, and they are treated well, they will often recommend it to other companies they work with.
Ways to build relationships with Tour Guides and Drivers
- Take the time to speak to drivers and guides. I always make a point of getting away from my desk at least once a day and walking to our bus drop off location. The drivers are always happy to give you their opinion, and they appreciate you taking the time to speak with them. Ask them if they drive for other companies, and ask for a contact at that company. Guides often work for multiple companies, or have worked at others in the past and can give you contacts.
- Offer a welcoming environment. Many attractions offer drivers lounges. They are often stocked with beverages, free wi-fi and comfortable seating. Sometimes I think drivers lounges are like hotel pools – everyone says they want one, but hardly anyone uses them.
- Offer incentives. Many attractions give something to drivers and guides. At The Corning Museum of Glass, we give out $5 courtesy cards that can be used in our cafe or in our shops. Many retail shops give commission or gifts. This is a simple way of encouraging visitation and thanking them for their business.
If a tour guide finds that visiting your attraction is a hassle, they will often find a way to skip your attraction and tell guests there is not enough time. We have had tour guides tell us there is not enough time on the itinerary for guests to see everything and they get frustrated when they have to leave, so they might skip us. In that case I can go back to the tour company and work with them to find another 15 minutes ( yes, even that small amount makes a difference) to add to our visit.
My advice is to see the drivers and escorts as extensions of your marketing efforts, and help them become enthusiastic about stopping at your attraction every time.