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Gaining a Competitive Edge: How Tour Operators are Using AI

Last updated on July 28, 2023
7 minute read

Skill Level

Beginner, Intermediate

AI is a trending topic in pretty much every industry, and the tours and activities industry is no exception! If you’re already a member of the FareHarbor Community, you might have seen the buzz about ChatGPT and similar tools

Whether you consider yourself an AI pro or a complete newbie, the list of things you can do with AI is endless. If you’re not sure where to start, or you want to explore potential use cases, seeing how fellow tour operators use AI can provide the perfect source of inspiration. 

Please keep in mind, generative AI can produce errors, so it’s important to verify the accuracy of the responses before using AI-generated content for your business.

Here are a few ways tour and activity operators are already using this tool.

shapeSocial Media

Repurpose Social Posts

Use AI like ChatGPT to rewrite old social media posts or generate hashtags that are relevant to your content. For example, if your business posts content on social media every 4th of July, you can use AI to draw inspiration from last year’s post and write a new caption to pair with an updated image. 

Consider using a prompt similar to this:

Write 10 social media captions based on this post that cover these selling points [point 1], [point 2], [point 3].


Add a new image, graphic, or video and you’ve got a fresh post to share across your socials—and faster than starting from scratch! 

Pro Tip: If you’ve already written content for a social post (or really any medium), ask ChatGPT to review it and make revisions and suggestions for improvement to take your content to the next level.

Draw Inspiration From Activity Pages & Descriptions

If you’ve already put significant time into your website activity pages and tour descriptions, you are sitting on a gold mine of great content that can be repurposed for other uses, like social media posts!

Ask ChatGPT to create five social media posts that highlight a certain page, and enter the page URL you want to use. Next time you’re stuck with writer’s block, this prompt might help you see your tours through a new lens. 

shapeCompetitor Research

Keeping an eye on your competition helps you make your business stand out and capture bookings. Check out this ChatGPT prompt for researching your competitors.

Here are the names of my top competitors in [industry]: [competitor 1], [competitor 2], and [competitor 3]. Generate an analysis of their strengths, weaknesses, and market position.

shapeReputation Management

There’s no denying the importance of responding to reviews (both negative and positive!). But sometimes you don’t know where to begin or what to say. In addition to brushing up on our response best practices, see if ChatGPT can give you a hand!

Ask ChatGPT to respond to the review in a friendly way (or in any style you’d like—such as empathetic or understanding). This will give you a jumping off point, and you can further tailor your response from there. Remember to include keywords and other instructions to make the prompt as specific as possible.

Respond to the below review using [number of] words, using [keyword] at least once in the reply. 

Remember, try not to reuse the same response for multiple reviews back to back, as potential customers read your responses when determining which activity to book. 

shapeContent Creation

When it comes to website copy, quick implementations yield impactful results. Whether you’re using it to search for keywords or improve your headlines, ChatGPT has no shortage of content creation uses.

  • Generate questions about a given topic. Use these to inform your blog strategy or create an FAQ page.
  • Produce a list of popular sub-topics for a main topic. This helps you think of further content topics that can be used on your website, blog, social media, or any other channel.
  • List the top semantically related keywords for [topic]. Use them to target additional keywords and discover new angles in your content.

Use these ideas and prompts to kick start your AI exploration. If you have prompts of your own that have been working well for you, consider sharing them with fellow tour and activity operators in the FareHarbor Community

No matter how you experiment with ChatGPT and similar tools, remember to always verify accuracy before you publish content.

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