You know that little jolt of dread when you Google your tours just to “see how things are going”, and find your competitors hogging the top spots? There they are, smiling in their glossy photos, flaunting their glowing reviews, and stealing the spotlight while your listing is… well… somewhere down there. Maybe page two. It’s a bit of a punch in the gut, but also a golden opportunity. That quick, slightly painful search just gave you a front-row seat to what your customers see – and a perfect starting point for figuring out how to stand out.
How to Do a Smart Competitor Analysis for Your Tourism Business (Without Wasting Time)
Whether you run a hot air balloon business in Arizona, a walking tour in Rome, or a multi-country safari company in Africa, one truth cuts across every type of tourism venture: understanding your competitors gives you an edge! The problem? Many operators either skip this step altogether or look at the wrong things to analyse. They fixate on flashy but ultimately meaningless details, while overlooking the factors that truly influence guest trust, search visibility, and booking decisions.
This guide is here to change that. We’ll walk through a focused, practical approach to competitor website analysis built specifically for tourism operators, from boat tours and food experiences to biking excursions and city day trips – backed by insights into how today’s travelers search, compare, and choose their adventures.
Why Competitor Analysis Matters in Tourism
In the crowded tourism space, travelers are constantly comparing options on platforms like TripAdvisor and Google. A well-focused competitor analysis helps you:
- Understand what guests are responding to in your market
- Spot opportunities to stand out
- Avoid repeating known mistakes
- Make smarter decisions on marketing, pricing, and service design
Importantly, a good analysis isn’t about copying, it’s learning with intention.
Traveler Behavior: What the Data Tells Us
Mobile vs. Desktop Usage: In 2023, 68% of travel and hospitality website visits came from mobile(opens in a new tab) devices, yet desktop still accounted for about 62% of bookings. Meanwhile, global web traffic(opens in a new tab) in early 2025 shows approximately 59–64% comes from mobile, with desktop making up the rest. Visitors research on mobile, but often convert on desktop. Your website must shine across both.
Booking Abandonment: Cart or booking abandonment in tourism is notoriously high(opens in a new tab) – around 82%, compared to 70% in retail. Primary reasons include(opens in a new tab) complex booking flows, unclear pricing, and lack of trust. Optimizing clarity and ease of booking flow is crucial to retain potential guests. If cart abandonment is an issue for you, some booking software have built-in follow-up features to make your visitors re-think and potentially go back to booking your tour or activity.
Step-by-Step: What to Analyze (and What Not to Waste Time On)
Step 1: Identify the Right Competitors
Begin with a laser-focused approach. Identify direct competitors – those offering similar experiences in your area, like other walking tour businesses in your town. Then, consider indirect competitors – operators who may not offer the exact same service but appeal to your target guests (think zip-lining if you run hiking excursions, or similar outdoor adventure tours). The goal is to compare apples to apples, not to global dinosaurs that mess with your perspective.
For example, a boutique walking tour operator in Florence wouldn’t gain actionable insights by comparing themselves to a giant global OTA based in the U.S. – they’re playing in different leagues. Stick with companies whose scale, audience, and offerings resemble your own so that any insights you gain are relevant and actionable.
Step 2: Evaluate Their Online Presence
A strong online presence is often the difference between booking success and missed opportunities.
Website Usability
Mobile responsiveness & load speed: This goes back to our starting point on what data tells us(opens in a new tab) about traveler search behavior: We know that mobile traffic is dominant, yet, desktop still accounts for a larger share of bookings, underlining the importance of a seamless experience across both. Your competitors’ websites should perform well on mobile and desktop if they’re maximising bookings.
Clarity of information: Does the site clearly communicate what the tour includes, its duration, difficulty, and who it’s suited to? If a competitor fails to present these basics front and center, that’s a missed chance, one you can capitalise on!
Booking Flow
Speed and transparency: The travel industry sees some of the highest abandonment rates – travel operators lose around 81% of initiated bookings due to friction in the process. If competitors conceal cancellation policies or hide fees until late, that’s a red flag.
Smooth “almost-there” finish: Simple touches like progress bars (“Step 2 of 3”) and upfront pricing transparency can reduce hesitation and move people through to completion.
SEO & Content
Meta descriptions and click-throughs: While meta descriptions may not rank pages directly higher, they can greatly influence clicks. A clear, benefit-driven snippet can draw more visitors from search results—even if rankings stay the same.
Helpful content and guides: Competitors who publish destination guides or “What to Pack” articles are investing in long-term visibility. You don’t need to match blog quantity though, it’s more about focusing on strategic, value-driven pieces that align with user search intent.
Step 3: Review Their Product Offering
It’s time to dig into the tours themselves. This helps you understand what guests value and where you can differentiate.
Compare:
Tour duration: Are they offering half-day, full-day, or multi-day experiences? For instance, a safari operator may run both 2-day and 5-day itineraries, while a city walking tour might focus on 2–3 hour experiences. This can help you identify gaps in the market or opportunities to offer flexible options.
Pricing structure and inclusions: What’s included in the price? Transportation, meals, guides, or gear? Are there add-ons or premium options? Understanding the full value helps you position your pricing strategically, rather than just undercutting competitors.
Group sizes and unique features: Do they cater to private tours, small groups, or large buses? Do they highlight eco-friendly practices, local guides, exclusive access, or behind-the-scenes experiences? Many travelers are willing to pay more for comfort, exclusivity, or authenticity, so these differentiators matter more than price alone.
Remember: Price isn’t everything. Travelers often prioritize quality, personalized experiences, and unique offerings over the lowest rate. Identifying what competitors emphasize, and where they fall short, can help you highlight your strengths and appeal to the right audience.
Step 4: Analyze Their Reviews
Reviews are the fastest way to see what guests actually value — and where competitors stumble. Scan recent reviews on TripAdvisor, Google, and OTAs, looking for repeated praise (e.g., great guides, smooth logistics) and recurring complaints (late pickup, hidden fees). Note how the operator replies: prompt, empathetic responses suggest good reputation management; no replies suggest an opportunity for you.
If you’re short on time, read the most recent 20–30 reviews for each competitor and record just three things: the two most common praises, the two most common complaints, and whether the operator responds. Those five notes give you a quick, actionable snapshot you can use to improve your own offering and messaging.
Step 5: Observe Their Social Presence
Social channels reveal what content connects with potential guests, but they don’t tell the whole story. Scan a competitor’s recent posts to see how often they publish, whether they share guest photos or short reels, and whether posts generate meaningful comments or saves (not just likes). Look for repeatable tactics – do they use day-of clips, live Q&As, or partner tags with hotels? Those signals show what attracts attention; don’t assume attention equals bookings, but do note repeatable ideas you could test cheaply.
If you’re short on time, review the last 10 posts and note one content format that works (e.g., UGC reels, behind-the-scenes shots) and one clear gap you could utilize (e.g., no customer stories or no local partnerships shown).
Step 6: Check Distribution Channels
Look at where competitors list and sell their tours — it tells you how they reach customers. Note whether they rely on OTAs such as Viator, GetYourGuide, or Airbnb; whether they promote direct-booking on their own site; and whether they show visible partnerships with hotels, visitor centres, or local travel desks. OTAs can drive volume but take commission and control; strong hotel or DMO partnerships often deliver higher-value, repeat guests. Also scan for paid visibility cues (Google Ads, sponsored listings) or packaged deals with other local businesses.
If you’re short on time, check one competitor’s booking page and one OTA listing: record where they sell (direct vs OTA), any visible partner logos, and one obvious advantage or risk (e.g., high OTA reliance, or a strong hotel partnership you could approach). Use these insights to sharpen your distribution mix.
In Summary: What to Focus On — and What to Ignore
Focus on:
- Identifying your actual competitors, not those offering something completely different
- Website usability across devices (especially mobile and desktop)
- Booking flow clarity and transparency
- Review testimonials and operator responses
- Product features, pricing strategy, and differentiation
- Strategic distribution platforms
Don’t waste time on:
- Social media follower counts or flashy animations
- Copying branding or taglines
- Analyzing every single minor competitor
- Competing solely on price
Feeling More Confident About What to Look For?
You’re not aiming to copy your competitors – you’re aiming to outshine them by knowing where you excel and making sure future guests notice. If reviewing your website has shown it could use a refresh, explore our portfolio(opens in a new tab) to see the wide range of functional, user-friendly, and sales-driven websites we’ve built for tourism operators around the world. Discover how we can transform your digital presence with a website that truly converts.
Is Your Website Holding You Back?
If you’re serious about working on your business, your website is one of the best places to start. We’ve put together a free Website Checklist specifically for tour and activity operators to help you spot missed opportunities, improve conversions, and make sure your site is truly working for you. Enter your contact info below and we’ll send it right to your inbox. No fluff – just clear, practical steps to help you make your website work smarter.
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