How to develop new tour products or routes

The Bottom Line

To develop a successful new tour, identify a gap in the market using customer feedback, map out a logistically sound route, and conduct a full 'dry run' before taking your first paid booking. Start small with a pilot to ensure the timing and experience meet your brand's standards.

1. Research and Ideation

Before mapping out a new path, look at the data you already have. Check your reviews, emails, and social media comments to see what customers are asking for. Perhaps they want more 'hidden gems' rather than tourist hotspots, or maybe they are interested in specific themes like literary history, local food, or seasonal ghost stories.

• Analyze Trends: Look at what is popular on social media or travel blogs within the UK. Are people seeking 'slow travel' or more active, hiking-based tours?
• Identify Your Niche: Don't just copy a competitor. Find a unique angle—a specific historical period, a local legend, or exclusive access to a site.

2. Drafting the Itinerary

Once you have a concept, it is time to get practical. A good itinerary balances information, movement, and rest. Use a map to plot your points of interest and calculate the walking or driving distance between them accurately.

Pro Tip: Always have a 'Plan B' for the British weather. If your tour is entirely outdoors, identify spots where the group can take cover if there is a sudden downpour.

3. Check Logistics and Regulations

In the UK, certain locations may require specific permissions. If your new route passes through private land or sensitive heritage sites, ensure you have the necessary access rights. Additionally, review your Public Liability Insurance to confirm that your new activities—especially if they are more adventurous—are fully covered.

4. The 'Dry Run' Test

Never launch a tour without walking or driving it yourself first. Use a stopwatch to time every segment. What looks like a ten-minute walk on a map might take twenty minutes with a group of twelve people who want to stop and take photos.

• Check Accessibility: Are there stairs, steep hills, or narrow paths that might exclude certain customers?
• Identify Facilities: Know exactly where the nearest public toilets and refreshment stops are located.

5. Pricing and Pilot Launch

Calculate your costs, including any entry fees to attractions, transport costs, and your own time. Once your price is set, consider running a 'beta' version of the tour at a discounted rate for friends or loyal customers in exchange for honest, detailed feedback. Use this feedback to tweak the script or the route before your official launch.