Morgan’s determination to create a tour in a market where none exists.

The Tour Operator Start Up
A new podcast series on Tourpreneur – we follow a tour operator start-up on their journey

Welcome to a brand new mini-series on Tourpreneur called The Tour Operator Start-Up.

For many years, I’ve wanted to find a way to combine my loves of history and travel into one job. Well, guys, I’m doing it.

Morgan Cantrell

What is the Tour Operator Start-up I hear you ask?


Many of you have written in asking me if I can produce a mini-series, a documentary if you will, where we follow a tour operator who is starting out building their tour business. Think, ‘how I am building this’ as opposed to ‘how I built this.’

So in this series, we follow a tour operator on that journey from start to, well, we don’t know where. We hope it is to success, but you’re going to have to listen in each month to find out what happens.

We also hope you will contribute to this series by offering your insights, advice, and experience via our Facebook group or by calling in, as we help a tour operator start-up create a thriving to tour business.

Got advice for Morgan? Share it here on our private Facebook Group for Tourpreneur listeners.

Morgan Cantreall – Tour Operator Start Up
History Well Travelled

Today we feature Morgan Cantrell of HistoryWellTravelled.com.

Let me introduce you to Morgan. She started her walking tour business just as the pandemic hit. Morgan shares why her dream is to build her own tour business. We also discuss some of the growing pains, she’s experienced so far in starting her own tour business.

We won’t be sugarcoating anything during these chats, you know me well enough over the past 113 episodes that I’m all about authentic and genuine conversations.

We will discuss Morgan’s’ wins and her losses. I know you’re going to be thrilled when you hear Morgan share with us what it was like the day she picked up her phone and read that she had her first bookings.

So today’s episode is Morgan’s tour operator start-up story. We will check in with Morgan monthly to discuss her wins and her challenges building her tour business.

I’m excited. Strap yourself in. Let’s go.

This week on Tourpreneur:

  • What inspired Morgan to start a tour business
  • Developing a brand name, website domain, and logo
  • How Morgan went about designing her first historic Carrollton walking tour
  • Morgan’s determination to create a tour in a market where none exist
  • How to research and build a website with a WordPress theme
  • How Morgan is marketing her business in her town through Facebook targeted ads
  • Creating awareness and experimenting with Facebook ads, including images, demographics, and keyword plugins
  • Why Morgan chose FareHarbor software to streamline bookings, payments, and data analysis
  • The emotions and excitement Morgan felt taking her first booking
  • Morgan’s biggest frustrations on starting a tour business and how she motivates herself

On the next episode of the Tour Operator Start-Up

Tour Operator Start-Up

September’s Daily Brief and the Tourpreneur Podcast is kindly sponsored by Checkfront, the booking management platform that always has your back — like now.

Checkfront is giving away a multi-month free trial for Tourpreneurs so that you have plenty of time to explore the software and see how well it can support your business. Go to checkfront.com/tourpreneur to claim your free trial for the rest of the year.

Morgan Cantrell is the founder of History Well Travelled, a Carrollton walking tour company she started in January, just as the pandemic hit. Morgan has a passion for travel and history, visiting and living in the US, Ireland, and Scotland. Previously, she was the Director of Education and Programs at the Biblical History Center and Social Media Manager at Presidential Pathways Travel Association. Morgan has a Bachelor of Art in History from Auburn University and a Master of Art in History from the University of West Georgia. During grad school, she specialized in heritage tourism, examining the tour guides’ impact on visitor experiences.

Mitch Bach of TripSchool

Mitch Bach, travel author, international speaker and trainer, and the Co-Founder and CEO of Trip School, joins me on today’s episode to discuss Morgan’s start-up story and why her dream is to build her own tour business. Morgan shares the growing pains she’s experienced so far, her wins and losses, and how she felt on the day that she picked up her phone and took her first booking. She discusses developing a brand, website, walking tour, and marketing plan, how she chose a booking platform, and the crucial features she looked for at this early stage. Morgan also discusses the apps, tools, and people that have been helpful and motivational during her first months of business.

Find out more about Mitch Bach and TripSchool in this interview with him on the Tourpreneur Podcast.

Our Favorite Quotes:

  • “You can start something with very little investment capital, and it can start paying dividends pretty soon.” – Mitch Bach

Resources Mentioned:

Connect with Morgan Cantrell:

Connect with Mitch Bach:

Exploring the World of Tour Business

Thanks for tuning into this week’s episode of Tourpreneur. If you enjoyed this episode, please head over to Apple Podcasts Google or Spotify to subscribe to the show and leave a review. Be sure to share your favorite episodes on social media to help us reach more tour operators

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Shane Whaley is the Producer and Host of the Tourpreneur Podcast. He is also the curator in chief for the Tourpreneur Daily Brief. Shane has worked in the travel industry for almost twenty years.