Grand Canyon Expeditions has been guiding trips through the canyon since 1964. Over the years, their marketing has evolved from print ads and travel shows to SEO, social media, and digital campaigns.

In this episode of the Tour Operator Growth Podcast, we sit down with Allison Carlin, Marketing Director at Grand Canyon Expeditions, to talk about how tour operators can build marketing that works not just for a season, but for decades.

We discuss how their team combines referrals, SEO, social media, paid ads, and even print to stay visible and inspire travelers long before they book. Allison also shares lessons from nearly 20 years in tour marketing and what operators should focus on if they want to win in the dreaming phase.

In this episode:

• How tour marketing has evolved over the last 20 years
• Why SEO requires long-term commitment
• How social media helps inspire future guests
• Why the best strategies combine multiple marketing channels

Learn more about Grand Canyon Expeditions: https://www.gcex.com/

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00:27 Meet Allison from Grand Canyon Expeditions
01:53 Growing Up in a 60-Year Tour Company
03:56 How Tour Marketing Worked Before the Internet
06:15 Why Print Marketing Is Making a Comeback
10:08 Why SEO Is Critical for Tour Operators
14:11 Direct Bookings vs OTAs
19:20 Social Media Strategy for Tour Operators
27:14 How AI Is Changing Tour Marketing
35:11 How Tour Operators Win in the Dreaming Phase