How to analyse competitor tour itineraries, pricing, and reviews

To find your unique niche, you must systematically review what local tour operators are currently offering, how much they charge, and what their customers complain about most. By identifying the "missing pieces" in existing tours, you can design a service that solves common frustrations and offers better value, ensuring your business stands out from day one.

Step 1: Identify your direct competitors

Start by searching Google, TripAdvisor, and Viator for tours in your specific area. Look for businesses that offer similar experiences to what you have in mind. Don't just look at the big companies; look at the independent local guides too, as they often set the standard for personal service.

Step 2: Build a comparison table

Organise your findings in a simple table to spot patterns more easily. Using a spreadsheet or a notebook, create columns for the following information:

Step 3: Review the "small print" and pricing

In the UK, tour pricing can be tricky. Note whether prices include VAT and if there are hidden costs like booking fees, mandatory tips, or expensive optional extras. This helps you understand if you should compete on a low "headline" price or offer a premium "all-inclusive" package that removes the hassle for the customer.

Step 4: Mine the reviews for gold

Go straight to the 2-star and 3-star reviews on TripAdvisor and Google. These are often the most honest and provide the best insights. Look for recurring complaints such as:

• "The group was far too large to hear the guide."
• "We spent too much time on the bus and not enough at the landmark."
• "The lunch provided was a soggy sandwich."
• "The guide just recited facts from a script."

Top Tip: If multiple reviews mention that a tour felt rushed, your gap in the market could be a slow-paced, "hidden gems" tour that focuses on storytelling rather than ticking off every major monument.

Step 5: Identify the gap

Once you have your data, look for the "White Space." If everyone is doing large-group walking tours of the city centre for £20, perhaps there is a gap for a high-end, small-group food tour at £75. If every tour starts at 10:00 AM, maybe an "Early Bird" or "Sunset" tour would appeal to a different crowd. Your goal is to offer something that makes a potential customer say, "Finally, exactly what I was looking for!"