The tour industry is evolving fast, and technology is playing a bigger role than ever in how tours are marketed, sold, and delivered. But with dozens of tools and platforms available, many tour operators are left wondering where to begin, what’s necessary, and how to avoid overwhelm. Below is a summary of Tourpreneur’s first webinar of the year with Jeff Kwok from Fieldbook. The goal of our conversation is to help tour operators, especially small to mid-sized businesses, build a smart, streamlined tech stack that serves their unique needs.
Whether you’re just getting started or scaling up a multi-day operation, the decisions you make around technology can either save you hours each week — or become a costly distraction. Here’s how to make confident, strategic choices.
1. Align Your Tech Stack with Your Stage of Business
One of the biggest mistakes tour operators make is trying to adopt advanced tools too early. When you’re just launching your business, your biggest focus should be on generating revenue, validating your tour offerings, and building an audience. Investing in an elaborate tech stack before you’ve dialed in your core product and market fit is a surefire way to waste money and time.
Instead, match your tech to your current needs. Start small, then build as you grow. Here’s a general progression:
- Early stage: Basic booking form, calendar tool, email marketing platform.
- Growth stage: CRM for lead tracking, booking software, itinerary builder.
- Mature stage: Workflow automation tools, advanced operations platforms, integrated analytics.
2. Your Business Complexity Should Dictate Tech Complexity
It’s tempting to adopt new tech just because it promises to make your business easier. But the truth is, the more complex your tech stack becomes, the more time and resources you’ll spend maintaining it. If you’re only running a few tours a month, you don’t need 15 apps. Complexity should only increase when your business complexity does.
A good rule of thumb: Use only what you need, and only when you need it. Ask yourself:
- Am I trying to solve a real, recurring problem?
- Is this tool addressing a critical bottleneck or just a minor inconvenience?
- Will this make me more money or free up significant time?
If the answer to these questions is “no,” wait before adding another tool to your stack.
3. Don’t Chase Shiny Objects – Avoid “Tech Whiplash”
Many tour operators fall into the trap of constantly switching from one software to another, looking for the perfect solution. This “tech whiplash” can exhaust your team, disrupt operations, and ultimately lead to more chaos, not less. Every switch also comes with hidden costs — from data migration headaches to retraining staff.
Before trying new software, be intentional. Stick with tools long enough to measure their effectiveness. Use these guidelines to keep yourself focused:
- Choose one new tool per quarter — not per week.
- Set clear goals before implementing any tool (e.g., reduce response time by 50%, automate invoice generation).
- Resist the urge to “try everything.” Simplicity scales better than novelty.
4. Think of Software as a Staff Member — Hire It with a Job in Mind
Every piece of software in your business should have a specific role, just like a team member. You wouldn’t hire someone without a job description — don’t bring software onboard without defining its function. Ask: What job do I want this tool to do? What does success look like?
Use this “job interview” framework for each tool:
- Job description: What problem is this solving?
- Skills needed: What features must it have?
- Trial period: Can I test it on a real task?
- Evaluation: Did it save me time, money, or improve customer experience?
This mindset keeps you focused and prevents your tech stack from growing out of control with redundant or ineffective tools.
5. Build Your Stack in Layers: Front, Mid, and Back Office
Visualizing your business in three layers — front office, mid office, and back office — can help you identify what kind of tools you actually need. Each layer has a different purpose and software tools that specialize in it. Trying to find one tool to do everything often leads to compromises in performance.
Here’s how to think about it:
- Front office: Customer-facing — booking platforms, payment processing, email marketing.
- Mid office: Tour delivery — itinerary building, logistics, supplier coordination.
- Back office: Admin and analytics — accounting software, internal project management, CRMs.
Knowing where each tool fits helps you avoid overlap and ensures each part of your business runs smoothly.
6. Map the Customer Journey — Then Build Around It
Before buying new tech, map your entire customer journey from first click to post-tour follow-up. Identify the key touchpoints that influence a customer’s decision and experience. Then, work backward to see what internal processes support those touchpoints.
Ask these questions at each stage:
- How fast do I respond to inquiries?
- How professional is my proposal or itinerary?
- How seamless is my payment and confirmation process?
- Do I follow up effectively before and after the tour?
Once you’ve mapped these steps, choose tech that improves specific points in the journey — not generic tools with unclear benefits.
7. AI Can Be Powerful — But It’s Not a Magic Wand
Artificial Intelligence (AI) can dramatically improve productivity, but it’s not going to fix a broken process. Use it as an assistant, not a savior. The most effective use of AI happens when it’s embedded within your existing tools — not bolted on as a gimmick.
To get the most out of AI:
- Use it for tasks like content writing, customer support replies, and quick data analysis.
- Feed it your own data — FAQs, help docs, tour information — to make it more effective.
- Prioritize tools where AI is built into your workflow, rather than switching platforms just for AI capabilities.
Always evaluate if the AI saves time and improves customer satisfaction — or if it’s just hype.
8. Embrace Specialized Tools When the Time Is Right
General tools like Google Docs, Trello, or HubSpot are great for getting started. But as your needs become more specific — such as B2B outreach, custom itinerary generation, or managing supplier contracts — switching to niche tools designed for those jobs can offer serious benefits.
Consider adopting specialized tools when:
- You’ve outgrown generic workflows and need advanced features.
- Your current tool doesn’t integrate well with others.
- You need more automation or data management for a key process.
Don’t fear complexity — as long as each tool has a clear purpose and works well within your system.
9. Evaluate the Company, Not Just the Software
Great software is only part of the picture — the team behind it matters just as much. Choose partners, not just products. Companies that understand your niche, listen to feedback, and actively improve their tools will offer long-term value far beyond the feature list.
When evaluating a software provider:
- Check if their roadmap aligns with your growth.
- Look for active support, tutorials, and responsive communication.
- Assess if their other customers are similar to your business type.
Choosing the right partner means you’ll grow together — and avoid outgrowing your tech.
10. Be Patient, Plan Strategically, and Avoid Tech Whiplash
The most costly mistakes in tour tech often come from rushed decisions. Switching platforms frequently can lead to fatigue, lost data, and frustrated teams. Instead, slow down, evaluate your real needs, and commit to one change at a time.
When making tech decisions, always:
- Measure twice, cut once — research thoroughly before adopting.
- Pilot before rolling out — test on a small project first.
- Track performance — set clear benchmarks and monitor impact.
Your tech stack should serve your business — not the other way around. With the right mindset and process, you can build a powerful system that supports growth, efficiency, and an unforgettable customer experience.
For more insights like this, tour operators can subscribe to Field Notes, Fieldbook’s monthly newsletter that explores tour management best practices. And if you’re looking to get in touch with Jeff directly, he welcomes conversations at jeff@fieldbook.com.
