Why Every Tour Operator Needs a CRM
Running a successful tour operation is as much about the behind-the-scenes management as it is about creating memorable customer experiences. Leveraging the right technology can make all the difference. A powerful combination of a tour operator CRM and a tour operator booking system can streamline operations, increase sales, and create stronger customer relationships.
Let’s talk about why choosing the right tools is essential for growth, how these systems work together, and what to look for when selecting software for your travel business.
Why CRM Systems Are Essential for Travel Businesses
CRM systems are critical for organizing, managing, and nurturing customer relationships. They allow businesses to:
- Track and organize leads and contacts
- Automate marketing campaigns and follow-ups
- Enhance customer service and engagement
- Streamline form submissions, bookings, and live chats
The efficiency and organization a CRM provides can drastically impact your sales and operational flow.
Popular CRM Options
While many CRM platforms exist, here are some options that we see tour operators using:
- Constant Contact: Starts at around $12/month, great for email marketing and basic CRM needs.
- HubSpot: Several packages to choose from. We see a lot of tour operators going with the $1,170 per month tier.
- Zoho: Affordable, starting at $14/user/month, with strong customization options.
- Active Campaign: Starts at $29/month, combining CRM with advanced email marketing automation.
- Salesforce: Powerful but pricier, starting around $25/user/month for small businesses.
- Other notable mentions: Pipedrive, Insightly, HighLevel, Keap (formerly Infusionsoft…or what many called - Confusionsoft 😆).
Choosing the right CRM depends on your business size, marketing goals, and how much customization you need. Don’t rush the decision, take your time, do your research, and make sure you really understand what you’re getting into. Your CRM is like the heart of your business, so it’s important to choose wisely.
What Resmark Offers: CruiseControl Lead Nurturing
Resmark has created a specialized solution for tour and activity operators called CruiseControl, focused on lead nurturing. Here's why it's so valuable:
- Immediate Lead Follow-up: As soon as a lead submits a form, CruiseControl sends a "Thank You" email and can attach digital materials.
- Customizable Follow-up Sequences: You set the timing and content—1 day, 3 days, 5 days, or any intervals you choose.
- Hands-Off Automation: Once a lead becomes a customer, the nurturing sequence stops automatically, and you can begin new messaging streams.
CruiseControl is like having a full-time employee working 24/7, ensuring that no lead ever goes untouched and maximizing your chances of closing sales.
Why You Should Use Both a CRM and Resmark’s CruiseControl
So, do you need both a CRM and Resmark’s CruiseControl? Technically, no! CruiseControl allows you to manage all your contacts in one place and send automated emails. However, it depends on how robust you want your system to be and what other marketing efforts you have in place. That’s why we recommend using both a CRM and Resmark’s CruiseControl, with each serving different purposes in your marketing strategy.
If you have a powerful CRM, you can likely manage everything directly through it — but keep in mind, it will take some legwork to get everything properly set up. On the other hand, if you use CruiseControl’s automated emails, our Support Team will help set everything up for you, making it much easier to get started.
Why Lead Nurturing Matters
If you're not nurturing your leads, you're leaving money on the table. Lead nurturing reduces sales cycles, increases booking rates, and helps you build stronger relationships. Automation through CruiseControl or your CRM ensures consistent communication without putting extra strain on your team.
Manage and Integrate Your Leads
For businesses using Resmark’s website and SEO services, ResmarkCRM is now available to you, making it easier than ever to manage and nurture your leads across multiple platforms.
Here’s how it works:
- Form Submissions and Live Chats: Capture all your website inquiries and live chat conversations directly into ResmarkCRM, no extra steps required.
- Easy Integrations via Zapier: Prefer another CRM like Constant Contact or HubSpot? You can easily “zap” your ResmarkCRM data into your preferred platform.
- Combined Power with CruiseControl: Seamlessly export your ResmarkCRM contacts to CruiseControl (or any email marketing platform you're using) to automate email nurturing and follow-up.
Even if you’re not using Resmark’s CruiseControl system, you can still fully leverage ResmarkCRM to streamline your lead management and integrations.
One way or another, we have a solution for you to help you streamline your operations so you can spend less time manually managing your contacts.
Real-World Example
One tour operator we work with uses ResmarkCRM to capture all their website leads, but zaps the submissions into Constant Contact. For instance, when a visitor submits a form on their day trip tour page, that lead is automatically added to a "Day Trip" list in Constant Contact. This triggers a specific sequence of automated emails designed to nurture the lead until they respond, ensuring no opportunity is ever missed.
At Resmark, we help guide tour operators in making efficient decisions to streamline their operations. We work with you to determine what’s best based on the tools you already have , or the tools you may need to implement.
CRM and Marketing: The Perfect Partnership
A CRM isn't just for organizing contacts, it's a cornerstone of your marketing strategy:
- Every form, every booking, and every digital waiver becomes a marketing tool.
- Email marketing remains one of the most effective ways to stay top of mind.
- Automation ensures you never miss following up with potential customers.
Investing time in crafting effective email campaigns, setting up smart automations, and using your CRM to its fullest potential means you're making the most of every interaction.
Want to take your automation even further? Learn more about how tour booking software can save you even more time and streamline your customer journey. Read:
How Tour Booking Software Saves Time with Automation
Tour Operator CRM: Your Top Questions Answered
How long does it take to implement a new CRM system?
Depending on the complexity of your business and the CRM platform you choose, implementation can take anywhere from a few days to a few weeks. Custom integrations and staff training may extend this timeline.
Can I customize my CRM to fit my tour business’ specific needs?
Yes, many CRM platforms offer customizable fields, workflows, and automations. Tailoring your CRM ensures it aligns with your business processes and customer journey.
How difficult is it to migrate data from my old system to a new CRM?
Many CRM providers offer tools or support services to make data migration easier. It typically involves exporting your current data and importing it into the new platform, with some cleaning and mapping required.
Will a CRM system grow with my business?
A well-chosen CRM is highly scalable. As your tour business expands, you can add users, increase storage, and introduce more sophisticated workflows without needing to switch platforms.
How secure is the customer data stored in a CRM?
Reputable CRM providers implement strong security measures like data encryption, secure servers, and access controls. Always choose a CRM that complies with data protection regulations such as GDPR or CCPA.
How does lead nurturing increase revenue?
By consistently engaging leads with relevant communication, you build trust and stay top of mind, significantly increasing the likelihood of bookings and repeat business.
Is a CRM worth it for small or solo tour operators?
Absolutely. A CRM saves time, keeps you organized, and ensures that no leads fall through the cracks, critical for growing small travel businesses without overwhelming the team.
Ready to Streamline and Grow Your Tour Business?
If you're ready to streamline your lead management, automate your marketing, and grow your bookings, we’re here to help. Whether you need a CRM, an automated lead nurturing system like CruiseControl, or a fully integrated solution with ResmarkCRM, our team can guide you to the right setup for your business.
Schedule a call with us today to see how Resmark can help you save time, close more sales, and create stronger customer relationships — all with tools designed specifically for tour and activity operators.
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