How real tour operators are using ChatGPT or AI to power their business

AI isn’t just buzzing around the tech world anymore. It has officially entered the tour operator toolkit. In our recent survey of FareHarbor clients who attended Spark, 40% of respondents said they use AI every day, and another 33% use it a few times per week. That means many of you now have a digital sidekick helping run your business.

Operators told us they use AI to shave down routine tasks, spark new ideas, and clean up everything from customer emails to marketing campaigns. 

In this article, we’re unpacking how tour businesses are really using AI: the wins, the unexpected use cases, and the clever shortcuts you can borrow for your own day-to-day work.

How often tour operators use AI

AI has already slipped into teams’ daily habits. When we asked how often they use tools like ChatGPT for work, the answers were clear:

• Daily: 40%
• A few times per week: 33%
• Rarely: 16%
• Never: 10%

Instead of treating AI as a big, strategic overhaul, many are simply using it whenever it helps them work smarter. The frequency numbers show that AI isn’t a special project anymore. It’s becoming another everyday tool that supports the momentum of running a tour business.

Why operators turn to AI

When we asked business owners why they use AI, one theme came through loud and clear. They want to save time and work smarter. Here’s how the numbers break down:

• Save time on routine tasks: 40%
• Learn or brainstorm faster: 24%
• Drive more sales or leads: 17%
• Improve customer service: 12%

Time savings lead the pack by a wide margin. Operators are using AI to cut down on the repetitive tasks that pile up, freeing them to focus on the experiences that actually move the business forward.

Sales-focused team members are using AI to refine copy, adjust messaging, and test new angles without spending hours drafting from scratch. 

Customer service teams view AI as a means to respond more quickly and maintain a polished, friendly tone, even on the busiest days.

Across the board, these motivations are practical. Business owners aren’t chasing trends. They’re using AI to take friction out of their workflow.

The top ways operators use AI today

Running tours means your day is already packed, and the last thing you want is to spend extra hours at the computer after the final group checks in. That’s where AI has become a powerful timesaver. 

 

Tour operators told us they use it to shorten the tasks that used to drag on, such as writing content, drafting emails, planning campaigns, or sorting through data. It’s helping them work smarter, not harder, so they can stay focused on guests, not screens.

Content creation and copywriting

This was the biggest theme by far. Team members are using AI to write and refine:

• Blogs and website copy
• Social media posts
• Newsletters
• Item descriptions
• Ad language
• Creative concepts
• Tour descriptions and updates

Instead of staring at a blank page, teams start with an idea and let AI shape it into something polished. It helps them move faster, stay consistent, and produce more content in less time.

Communication and email management

Business owners also rely on AI to improve daily communication. They’re using it to:

• Draft emails
• Rewrite messages for clarity or tone
• Prepare after-hours customer responses
• Answer common customer questions
• Respond to reviews

Clear communication matters when travelers are choosing between similar experiences. AI helps operators maintain strong customer service and a consistent voice, even when their inbox is overflowing.

Marketing strategy and campaign development

Many described AI as their behind-the-scenes strategist. They use it to:

• Build marketing plans
• Develop campaign ideas
• Polish ad messaging
• Test angles for promotions
• Generate lead-focused copy

It makes creative brainstorming less time-consuming and more fun.

Brainstorming and ideation

Several answers referred to AI as a “sparring partner” or “thought partner.” They use it to:

• Brainstorm slogans or taglines
• Name new tours
• Explore fresh content ideas
• Solve operational challenges
• Look at problems from a new angle

Even longtime operators said it helps them step outside their usual thinking. 

Data analysis and process improvement

This category surprised us with its variety. Teams use AI to:

• Summarize long documents
• Interpret or simplify reports
• Generate lists, spreadsheets, or charts
• Automate small workflows
• Draft internal policies or SOPs
• Create HR or training materials
• Draft agreements or business documents

Instead of getting stuck in the numbers, they use AI to interpret data and move straight to action.

Other creative ways operators are using AI

Not every use case fits neatly into a category, and that’s part of the fun. Our survey respondents shared plenty of clever ways they lean on AI to support both daily tasks and long-term planning.

Some use it to sharpen their tour content with quick history education or to fact-check details that make an experience more engaging. Others rely on AI to help customers after office hours, ensuring questions get answered even when the team has wrapped for the day.

A few mentioned leaning on AI for internal work, like drafting interlocal agreements, shaping business structures, or helping conceptualize graphics. And one summed it up perfectly with a simple phrase: “I use it for everything.”

Once operators test it on one task, they often find new ways it can lighten the load across their business.

How to get started if you’re new to AI

If you’re curious about AI but not sure where to begin, start small. 

Here are a few easy entry points:

• Start with emails. Ask AI to polish your tone, shorten long messages, or rewrite responses for common questions.
• Use it to edit your content. Drop in a tour description, blog draft, or social post and ask for improvements.
• Try a brainstorming prompt. Use AI as a sounding board when you need new ideas for promotions, messaging, or campaign angles.
• Simplify your data. Paste in a report and ask AI to summarize the highlights or clarify trends.
• Test it on internal tasks. SOPs, checklists, scripts, training materials — AI can help you structure and clean up anything that needs clarity.

The goal isn’t to master everything at once. It’s to lighten your workload step by step. Once you see how much time you save, AI becomes another helpful tool in your workflow, not a big lift to learn.

Keep building a smarter, more efficient operation

Want more ways to streamline your workload and grow your business? Explore practical marketing and operations strategies on the FareHarbor blog, and discover tools that help you save time and book more guests.