Tourpreneur Huddles 2027
Five days to take your business apart and put it back together, stronger
What is a Huddle?
A small-group working retreat alongside other operators who understand your business. Together you take your business apart, find what has been holding it back, explore what else it could be, and rebuild it stronger.
You do not need the answers before you arrive. Sometimes you are too close to your business to see it clearly, and the people around the table spot what you have been missing. What is said stays with the group, so operators talk openly about ticket prices, costs, margins and partnership terms, the numbers they rarely share with anyone.
You leave with a strategy and a plan of action you feel capable of putting into place.
Think of it like shock therapy
for your tour business.
First
You look honestly at your business and at how you run it. The group tells you what they see, including the things you have been avoiding.
Then
You look at what else your business could be. You explore options you had not considered for problems like cash flow, marketing, and sales.
Finally
You choose the ideas that hold up and turn them into a plan you can start on immediately.
What We Dive Into
Every Huddle is built around the operators in it. Where your business is today, and where we see the greatest opportunity for it, shape the work we do together. The week focuses on several specific strategies that will make the biggest difference for the businesses in the group. These are the topics we draw from.
Brand
How your business is positioned, who it is for, how it looks and sounds, the story you tell, and your reputation.
Marketing
Search and AI search, content and social, email, advertising, press, your website, marketing to locals, and turning past guests into reviews, referrals and repeat bookings.
Sales
Your channel mix and the online travel agencies, direct bookings and follow up, travel advisors, hotels and other trade partners, groups and corporate clients, and add ons.
Product
The experience itself, from the itinerary to what is included, how you price it, and the new tours, private tours or seasonal products you could add.
Finance
Margins and knowing your numbers, cash flow and deposits, taxes, funding, and how to value a business if you ever buy or sell one.
Operations
Your booking software and tech stack, automation and AI, the systems that keep quality consistent, guest communication, and your suppliers.
People
Hiring, training guides who deliver and sell, pay and retention, culture, and who does what as the team grows.
Leadership
Your role in the business, getting off the tour, the decisions ahead of you, and the kind of business you actually want to run.
The Rhythm of a Huddle
Welcome Ceremony
This day is about bonding. The group begins to open up and get to know the people they will go through the week with, so everyone feels honest and comfortable with each other before the work starts. It includes dinner together.
Radical Honesty
A disorienting day of taking apart the assumptions you make about your business, and the walls you put up about who you are in it, to find your blind spots. That could be who the customer really is, pricing, the kinds of tours you offer, whether the audience is as big as you believe, or whether the business is growing or just treading water. Every operator gets time in the hot seat, where the group works on their business with them. It is a difficult day. Dinner is an extension of the exercise in honesty, held in even smaller groups.
Play & Possibilities
The problems from the teardown are still open. You carry them through the day while you explore what else your business could be. Every idea is explored, through presentations, teaching, exercises and case studies, then an experience designed around the kind of work you do. Of all the days it is the one most out in the world. The evening is spent solo, so you can process what you have heard, decide what matters, and start crafting your plan.
Revolution Day
The day the business changes. You stress test new ideas, decide what you are ending and what you are keeping, then work out how: objectives, outcomes and a concrete plan across a timeline. The teardowns, ideas and presentations of the earlier days come together into something specific. The day closes with a celebration dinner together.
Public Commitments
The closing is a symbolic gathering, outdoors or experiential. Each operator commits to the changes they are taking home in front of the group, and the group holds them to it. It ends with a closing talk, a thank you and a gift.
Your Huddle Team
Guest Coaches
Your Peers
“Learned some hard truths,
got some great ideas.”
James Fraser, Adventurous Appetites
Testimonials
- Justin BuzziGet Up and Go Kayaking
“Peter Syme your personal push on pricing … literally made me rethink every conversation I’ve had about the topic since. It also gave me the push to change my pricing from $69 to $99 per person in less than 3 months time. That extra $30 on every ticket sold to the bottom line has been EXTREMELY worth the trip to the Huddle.”
- Mike DunthorneIn Your Element
“Lots of quick wins around revamping website, pricing strategies, and marketing knowledge etc but the game changer for me was a shift in strategy and a bit of a downsizing / refocusing project … We are going to have our most profitable year in 20 years of trading this year.”
- Manish SinhaThe Unhotel Company
“At a point where I had to flip my business model from domestic to outbound (multi day), the huddle was invaluable. … What was three days of learning has stayed with me for over two years and continues to shape my next five.”
- Victoria Sullivan-EatonGray Line Orlando
“It changed the way I show my operational costs and run numbers…. It was just one small question that Peter asked me that made me think differently. … If you are on the fence about attending, just book a spot!”
- Sean RiceTailor-Made Tours
“My big goal from the Tourpreneur Portugal huddle has been met. I have final interviewed and chosen two experienced people to each work part-time on Reservations, Customer Service, Admin and Invoicing tasks, leaving me more free to work On the business and not In the business.”
- Sonya DuckUrban Forage
“I loved our Food Tour Operator huddle in Madrid, so well planned with actionable steps to improve my business. I would do it again!”
- James FraserAdventurous Appetites
“Madrid food tour huddle was great. Really useful to share experience, support and ideas with others in the industry. Learned some hard truths, got some great ideas.”
- Nicole WillAsheville Wellness Tours
“Everybody in the room, the same thoughts that swim in my head all the time swim in their heads too. I am not as crazy as I thought I was, and that’s really reassuring.”
- P.S. YeoEveryday Tour Company
“It’s the best thing I done in 2026 so far (and I honestly don’t think anything will top it). Most of all, I truly appreciate the collaborative mindset everyone had, which has far reaching impact beyond the time at the Huddle.”
- Jessica HammerTaste of Toulouse
“I was actually really nervous about it, but it was amazing, not just the learning, but connecting with people and getting real about our businesses. … I don’t feel like I’m alone like I normally am.”
- Cherrye MooreMy Bella Vita Travel
“Transformative is a really good word for it. I came in with some main issues I wanted to hit on, and those got covered relatively quickly, so I came up with new questions to ask. I have a notebook full of ideas that I’m going to prioritize and implement so I can brag to everyone that they’re all done in my accountability group.”
- Gareth BoydChester Running Tours
“We’re actually being coached, mentored, getting information and advice from real experts in the market across everything, marketing, platforms, tech strategy. It’s been a real eye opener in a positive way.”
- Mallory NettletonFrance of a Lifetime Tours
“It was the best thing that I could have possibly done for my business. It was overwhelming because I have so much to do, but just having the guidance and the knowledge of those who have come before us is going to change the game for us.”
- Valur Heiðar SævarssonYour Friend in Reykjavik
“An amazing journey 🙏, thank you for the support and for being able to be a part of a community of Tourpreneurs on a similar path. This huddle gave me the necessary clarity to take the right next steps for Your Friend in Reykjavik.”
- Michelle Kesselring IrvinTravel Distractions
“I was questioning whether I should come or not, but it was the best decision I could have ever made.”
- Eva-Maria Egipt-PeenmaaNordic Experience
“I feel that I have completely different new ideas for my business, but I also have some things that I needed reconfirming from the past, and now I have the assurance to do those changes.”
- JRJavier RocafortUncorked Vines
“It’s been an extremely humbling experience, especially being able to talk about common problems that we have as operators and as human beings as well. I’ve come away with a clear set of action points I’m able to implement as soon as possible.”
- Lindsay NieminenAmman Food Tours
“Peter wasn’t misleading when he says ‘intense’ … working on your business is tough. But it’s infinitely easier in a room full of people doing the same thing!”
- Heather WhiteSpark Experiences
“It was absolutely amazing. … I know for our company it’s probably going to really increase our profitability, so I’m really happy that we came.”
- Andy MaunderPhilly Tour Hub / Awfully Nice Tours
“The customer journey session and the value pricing session were both really valuable. … If you’re a sole proprietor, you’re never going to be able to deal with it alone, and I would absolutely recommend it.”
- Benjamin NettletonFrance of a Lifetime Tours
“This was the most informative business training I have ever attended. I definitely got the motivation and clarity to proceed with the next steps in our business.”
- Lukša MalohodžićRewind Croatia
“The retreat in Porto was amazing, and the value is, I would say, 100 times more than price.”
- Sarah CoveyVibrant Travelers
“Suddenly I have a humongous network of people who have lots and lots of years of experience. … It’s been completely life changing.”
Transformation, Guaranteed.
Or Your Money Back.
Investment
Your seat includes a full year of Tourpreneur PRO.
Once you are accepted, you can pay in full or hold your seat with a $499 deposit and pay the rest 30 days before the Huddle.
Upcoming Huddles
Day Tours Business Strategy Huddle
Day tour operators work out how to grow without losing what makes their tour good, and leave with a clear strategy and a plan of action.
Multiday Sales and Marketing Huddle
Multiday operators with a strong product and good reviews but too few bookings rebuild their sales and marketing, from the story they tell to the guests who come back.
New Tour Business Bootcamp
For tour operators within two years of starting who are still building the foundations of the business. Both tracks work on brand identity, what makes your tours different, and pricing, then review everything the business needs so you see what is built and what is missing. You leave with a launch plan.
Buying & Selling A Tour Business Huddle
For operators who want to buy, sell or strengthen a tour business. You learn both sides of the deal, from finding and valuing a business to making your own ready to sell.
Frequently Asked
What did we miss?
For any additional questions email aubrie@tourpreneur.com
Each Huddle card says who it is for. Apply for the one closest to your business, and if another Huddle suits you better, we will tell you.
Yes. Each Huddle has its own application, so fill in one for each Huddle you want to join.
You do not need to have the business sorted. Bring an open mind, the details that show how things are working, and a willingness to hear what other operators see. The group will work out where to focus as the week unfolds.
Each group is capped at eight operators, or ten in Scotland. We read every application and build the group for fit. We look at where you operate and what you sell, and a strong application can still be waitlisted if the mix is wrong for the group.
Yes. You’ll talk about ticket prices, costs, margins, channels, and partner terms, because vague answers get vague advice. We don’t use NDAs. Everyone agrees on the first night that what’s shared at the Huddle stays at the Huddle.
We read every application ourselves and reply within a week with an invitation or a spot on the waitlist.
After acceptance, we send you a payment link. You can pay the full price right away, or pay a $499 deposit now and the rest 30 days before the Huddle.
No. PRO members pay less for every Huddle. If you are not a member, your Huddle price includes a year of Tourpreneur PRO.
If the Huddle doesn’t shift how you think about your business and leave you with a plan you can actually carry out, we’ll gladly give you your money back.
No. Lodging, travel, and your other meals are on you. The one exception is the Buying & Selling A Tour Business Huddle in Scotland, where Tourpreneur arranges four nights in Dunning for the whole group, for $475.
Email aubrie@tourpreneur.com and she’ll set up a call or answer by email.