New to social media? How tour operators can build trust and drive bookings

If you’re a tour or activity operator new to social media, you’re likely wondering how to build trust fast and turn followers into bookings.

Even if you’re running social media ads to increase visibility, those efforts won’t lead to bookings unless people trust your brand. Many travelers will visit your Instagram or Facebook profile before clicking “book now,” and if they can’t quickly confirm that your business is legitimate, they’ll move on.

The good news? You don’t need a massive following to get results. You just need a professional, consistent presence that shows you’re the real deal. Start with these essential strategies.

Build legitimacy on your website

Before travelers decide to book, many will land on your website. This is your chance to show them who you are and why your tours are worth it.

Tell your story clearly

• Build out your “About Us” page to introduce yourself. Share why you started your business and what makes your experiences unique.
• Add a shortened version to your social media bios and link to your full About page from each profile.

Use real customer imagery

• Show customers in action — kayaking a local river, hiking with a guide, or learning something new on a city walking tour.
• Create a photo gallery or sprinkle images throughout your website.
• Share these images on social media to create continuity between platforms.

Feature reviews and recognition

• Ask customers to leave reviews and display them on both your website and social media platforms.
• Share logos of any media outlets or travel blogs that have featured your business. Phrases like “as seen in Travel + Leisure” add credibility.
• Don’t forget to create posts when you’ve been featured — that’s content and trust-building in one.

Create a trustworthy social media presence

Travelers often do a quick scan of your Instagram, Facebook, or TikTok before committing to a booking. 

You don’t need to be on every platform or post every day. If you’re new to social media, start by choosing one platform where your ideal customer hangs out — like Instagram for adventure tours or Facebook for family activities — and focus on creating consistent, trustworthy content there.

Optimize every profile

• Complete all fields in your bio — no blank sections.
• Use consistent branding and link back to your website.
• Make sure your contact info is up to date and easy to find.

Leverage UGC and influencers

• Share user-generated content (UGC) from your happy travelers — and save it to a Highlight on Instagram.
• Consider partnering with a recognizable local or niche influencer. Their endorsement can build trust and provide engaging content.

Post with purpose

• Share tour highlights, behind-the-scenes moments, and customer shoutouts.
• Show the people behind the brand — the guides, the locations, and the real experience travelers can expect.

Use pricing strategies that build confidence

Pricing impacts perception. Too low and it raises red flags. Too high without explanation, and customers may hesitate.

• Offer realistic discounts. A deal that’s too steep (like 50% off) can make your business seem less trustworthy if used too often. 
• Instead, consider offering 10–20% off for new customers or newsletter sign-ups.
• Do competitor research. Make sure your prices make sense for your market.

Final thought: Start with engagement, then advertise

These steps are your foundation. Before you invest in paid advertising or boost a post, make sure your online presence is working to build trust and engagement.

When potential customers see clear messaging, real customer stories, and a consistent brand across platforms, they’ll be far more likely to click “book now.”

Looking for more marketing tips?

Check out our latest strategies and insights to help you build your brand, connect with more customers, and boost bookings.