Key Achievements
- Alyssa and BoB Achieved an 80% increase in overall revenue, with private corporate tours alone seeing a 70% boost—marking one of the best years Bites of Boston Food Tours has ever had.
- Closed a $10,000 corporate group package within three months of launching the new corporate page, showcasing the effectiveness of the updated focus and strategy around corporate groups.
- Saw conversion rates on the new corporate tour page consistently remain strong at 12%, with a spike to 20% in July.
The Opportunity: Identifying Corporate Group Potential
Alyssa’s journey began with a realization: Despite her successful public tours, she had started to notice a growing demand for private, corporate group experiences.
These groups weren’t just looking for a fun outing—they wanted an experience that was both logistically seamless and incredibly memorable.
The question Alyssa struggled with was how she could meet this new demand, without letting other areas of the business suffer.
Overcoming Initial Hurdles: Systems and Support
To keep the other areas of her business thriving will fueling this new opportunity, Alyssa first had to figure out how to manage the issue of time. As a hands-on owner, she oversaw everything from guiding tours to handling logistics. But as corporate requests started flooding in, she knew she couldn’t do it all alone. Here she is explaining it in her own words:
As if the issue of time weren’t enough, she soon discovered that her process for managing these inquiries was far from efficient – costing her even more time. Alyssa stored incoming requests in email folders, often copying and pasting tour details into emails manually. This method led to confusion as she found herself scrolling back and forth to see what information she had already shared with a client.
She began to realize that her process wasn’t scalable, and continuing on as she had would make it difficult to delegate tasks or bring on additional help.
Recognizing the need for change, Alyssa’s first step was bringing on Rachel Colombo as the Director of Tour Operations – a move that would be crucial if Alyssa intended to scale the business. However, without a better system in place for managing all the details, even Rachel’s support would only go so far.
Alyssa needed to overhaul her processes to manage the growing demand effectively.
To address this, Alyssa implemented a system using Active Campaign, a tool she initially thought was just for email marketing. This system automated much of the process, from tracking incoming requests to following up with clients, freeing up Alyssa’s time to focus on the bigger picture.
With this new structure in place, both Alyssa and Rachel could easily track communications, avoid duplicating efforts, and ensure that no opportunities slipped through the cracks. This change not only made their operations more efficient but also set the foundation for sustainable growth.
Shifting Perspective: From Public Tour to Corporate Experience
At first, Alyssa viewed her burgeoning corporate group tours as simply modified versions of her public tours. She thought offering similar content with a few tweaks would be enough to satisfy these new clients. However, she soon realized that corporate groups had different expectations and priorities. Unlike public tour participants who often sought out detailed historical insights and unique local experiences, corporate groups were primarily focused on having an enjoyable and seamless outing.
To meet these distinct needs, Alyssa had to change her perception of what these tours would offer. She recognized that corporate tours required a different approach—less emphasis on in-depth narratives and more focus on providing a smooth, hassle-free experience with great food and drinks and, most importantly, space to left her corporate groups just mingle, interact, and bond. This shift allowed her to craft a tour product that better aligned with what corporate clients were truly looking for, ultimately justifying a higher price point and leading to greater satisfaction among her clients.
She implemented three specific solutions:
- Creating a Dedicated Corporate Page: Alyssa developed a specialized corporate page that clearly outlined the unique value of corporate tours, resulting in improved engagement and conversion rates.
- Increased System Automation: Alyssa implemented the Active Campaign software to automate inquiry tracking, follow-ups, and client management, streamlining the booking process and freeing up time for strategic growth.
- Enhanced Client Communication: In order to reduce the risk of missed new or followup opportunities, Alyssa Introduced a clear, organized process for managing new and ongoing inquiries.
Realizing the True Value: Adjusting Pricing for Corporate Tours
Starting to find her groove, Alyssa discovered another critically important element where her corporate group implementation was falling short: price.
Bites of Boston wasn’t charging enough.
After evaluating the time, effort, and personalized attention that went into each corporate experience, it became clear that her pricing didn’t reflect the true value of these tours.
Coming to grips with this allowed Alyssa to confidently adjust her pricing strategy, knowing that the premium service she was offering was well worth the cost.
This shift not only increased her revenue but also helped position her tours as a high-quality offering in the corporate market. By recognizing the unique demands and expectations of corporate clients, Alyssa ensured her pricing accurately reflected the exceptional experience her team delivered.
In the end, Alyssa’s adjusted pricing lead to a 43% increase in revenue per person—from $104 to $150.
The Impact: Dramatic Revenue Growth and Efficiency
With the new processes, pricing, and focus in place, Bites of Boston Food Tours saw a substantial increase in revenue. By recognizing the unique value of corporate tours, Alyssa confidently raised prices, knowing the personalized effort behind each tour justified the cost.
This wasn’t just about higher prices—it was about creating a premium product that clients were eager to pay for. Corporate groups now accounted for a significant portion of her revenue, and the streamlined processes ensured no opportunities slipped through the cracks.
Lessons Learned: What Other Tour Operators Should Take Away
Alyssa’s experience offers valuable lessons for any tour operator considering a shift towards corporate group tours.
The key takeaways include:
- Automate and Delegate: Streamlining your process with the right tools and support can open up new revenue streams without overwhelming your current operations.
- Know Your Worth: Don’t be afraid to raise your prices, especially when offering a premium, personalized experience.
- Timing Is Everything: Implement new systems before you get overwhelmed by demand. Alyssa’s proactive approach meant she was ready for the surge in corporate inquiries.
Conclusion: A New Path for Growth
Alyssa’s and the Bites of Boston Food Tours journey shows the power of focusing on corporate groups. By recognizing the opportunity and building the right infrastructure, Alyssa and her team were able to significantly boost revenue and streamline operations – and they did it all while creating a better product for their new clients.
Feeling inspired to expand your tour offerings to corporate groups? Get started by reviewing your current processes and identifying areas where automation and support could help you scale. Reach out to the UpLevel team to learn how you can elevate your tour business and make corporate groups a significant part of your revenue stream.
