How WhatsApp Messages Are Quietly Revolutionising Tour Operators (And Their ROI)

Have you ever had to call 30 customers in a panic because the weather decided to ruin your perfectly planned day? Or had guests show up at the wrong pickup point because they “didn’t see the email”? Yeah… I think all tour operators can relate, too often than they’d like to think.

If you’re in the tour and activity business, communication is everything. When it works, guests feel confident, informed, and ready to rave about their experience (I bet you’re rubbing your hands thinking of those juicy reviews). When it doesn’t, you’re one bad TripAdvisor review away from sending an apology, a discount code, and drowning the frustration with an extra coffee.

That’s, in short, why we created PaxMessages, to become your new favourite sidekick inside PaxFlow, built to make guest communication instant, automated, structured, and (dare I say it) actually fun.

The WhatsApp Effect: Where Tour Operators Win Big

Forget relying on a single channel of communication. With PaxMessages you can effortlessly reach guests through WhatsApp, SMS, and email, supporting your connection to all customer preferences within the same few clicks. As part of PaxFlow, you can set up all your communications and templates in advance or on the day simply, quickly, and effectively, meeting guests wherever they are (no one standing in a snowstorm waiting for a pickup or frustrating phone call).

With open rates above 90% on WhatsApp, crucially these messages are way more likely to get read. And not three days later, but immediately. That’s why PaxMessages supports a full multi-channel approach, giving tour operators direct reach, instant engagement, and a personal connection across every preferred guest platform.

This also means, that whether you are operating as a one-man-band or a large business with tens of thousands of customers every month, PaxMessages can scale instantly to meet your needs. So, yes, there’s no more need to spend endless hours dialling or gluing multiple pieces of software together.

Weather Happens. Seas Get Rocky. Guests Still Deserve Smooth Communication.

Let’s face it: no amount of scheduling, planning, or wild weather forecasts can save you from last-minute surprises. But with automated WhatsApp messages, you don’t have to scramble.

When sea conditions change for your whale-watching tour or clouds threaten your Northern Lights adventure, PaxMessages steps in to keep everyone informed, instantly.

Instead of manually calling or emailing every guest, just set up a pre-built message trigger in PaxFlow. A few clicks, and everyone on your tour gets a message like:

“Hey there! The seas are looking a little feisty today 🌊. We’re delaying departure by 30 minutes. Grab a coffee and meet us at harbour gate 12!”

That’s real-time communication that guests actually appreciate. No confusion, no missed calls, no complaints. Just smooth sailing (literally). And, also importantly, this enhancement supports better customer satisfaction, which usually leads to better reviews and more future business for you (don’t miss out!)

Your Staff Deserve a Break (and Your Guests Deserve Better)

Manually messaging or calling every customer is great… until you hit your third double-booked minibus and realise your “simple system” involves five tabs, a lot of copy-pasting, and the Mathew (the mighty master of spreadsheets) to not be on holiday himself.

With PaxMessages, you can automate repetitive communication tasks, such as tour reminders, pickup instructions, weather alerts, even thank-you messages and review requests, all while still sounding totally human.

It connects directly with your booking data, meaning messages are personalised and perfectly timed. For example:

“Hi Anna, your glacier hike starts tomorrow at 9:00 AM. Don’t forget your waterproof boots and sense of adventure (we’ll bring the axe and crampons)!”

That’s professional and personable, all while your team gets to focus on running the tour, which to me is a triple win.

Smart Upselling: Turning Rainy Days Into Revenue

Let’s talk about the fun part: upselling.
PaxMessages isn’t just a customer service tool. If used correctly, it can also be your silent salesperson that never sleeps.

A couple of scenarios:

1) It’s raining on the morning of your Edinburgh walking tour? Send a quick message: “☔ Heads up! It’s looking rainy. Want a poncho or umbrella ready at the meeting point? Just reply ‘YES’!”

2) Your whale watching guests just returned buzzing with excitement, so you send a follow-up message straight after they safely reach the harbour: “Loved seeing those humpbacks? 🐋 We’ve got a Northern Lights tour tonight to complete your bucket list. 20% off for today’s guests!”

Real examples from operators regularly show up to 85% growth in customer value per guest with well-timed, automated WhatsApp upsells.

Just remember, it’s not about spamming guests, it’s about sending the right offer at the right moment.

After the Tour: Keep the Conversation Going

Here’s where most operators drop the ball. The tour ends, the guests leave, and that’s it, I hope you had fun but goodbye forever. But why stop there?

With PaxMessages, you can follow up automatically. For instance, you can thank guests, share photos, and collect those all-important reviews that power your future bookings.

A message like:

“Thanks for joining us today! Here’s the photo we took at Gullfoss 📸. We’d love to hear your feedback. It only takes 30 seconds!”

That small gesture can dramatically increase your review rate across the board (and we both know reviews are the true lifeblood of every tour business).

And since the WhatsApp chat stays open, it’s easy to stay connected:

“Still in town? We’ve got a secret locals-only tour tomorrow, want in?”

That’s repeat business and enhanced customer value (reviews, referrals, and recommendations come with great communication to supplement experiences), delivered directly into the customer’s pocket.

Why WhatsApp Can Add So Much Value to Your Existing Customer Communications

SMS is also an incredibly valuable communication channel and email is great for confirmations and longer info. But when it comes to speed, engagement, and conversions, WhatsApp is regularly the top performer.

Here’s why:

Channel	Average Open Rate	Engagement Style	Ideal Use
WhatsApp	90–95%	Conversational, visual, instant replies	Tour updates, upsells, follow-ups
SMS	60–70%	Short, text-only	Emergency alerts or last-minute logistics
Email	20–30%	Long-form, low urgency	Booking confirmations and receipts

Guests want communication that feels natural, not corporate (it is a holiday after all). And with WhatsApp, you’re also able to directly build relationships with every customer without you having to manually type out long lengths of text every day.

The ROI You Can Actually Measure

Here’s a key point to take away with you: every one of these messages ties directly into your bottom line.

From better show-up rates and happier customers to spontaneous upsells, PaxMessages improves your return on every single booking, making success simply measurable and reportable (which if you have a boss, are two very important factors when testing out new pieces of software).

Tour operators using automated should aim for:

✅ Fewer no-shows and last-minute cancellations
✅ Higher review counts and ratings
✅ Up to 90% higher customer value through upselling and cross-selling
✅ Faster responses and fewer support calls

When your messaging works, everything else does too. Your operations run smoother, reviews get better, and your revenue graph starts pointing in the right direction (especially good when you’re after a promotion).

Ready to Talk to Your Guests Like a Pro?

Let’s be honest, guests expect instant communication now. They don’t want to dig through endless emails or call a front desk to ask where the bus is. They want a friendly WhatsApp ping that says:

“Your guide James is 5 minutes away (he’s the brown haired smiley guy)! 🚌 Grab your jacket and camera!”

PaxMessages makes that effortless at scale. Whether you have 50 bookings a day or 5,000, you can automate your guest communication without losing that personal touch.

So if you’re tired of missed messages, miscommunication, and missed opportunities, it might be time to give your tours a modern messaging makeover.

Discover more about PaxMessages for yourself or schedule a 15-minute demo and we’ll take you through our personal insider top tips, and showcase how top tour operators are automating communication and scaling their success, one WhatsApp message at a time.

In a Nutshell: Why You’ll Love PaxMessages

• Direct reach & high engagement
  (alongside SMS and email in a matter of clicks)
• Tour reminders & info delivery
  (Automated messages: pickup times, weather updates, schedules etc.)
• Smart upselling
  (Turn moments into money with one-click offers.)
• Post-tour follow-ups
  (Collect reviews, send photos, nurture loyalty.)
• Repeat sales & guest retention
  (“Still in town? Let’s do it again!”)

Final Thoughts

Tour operators are in the business of creating unforgettable experiences, not chasing inboxes or answering 50 “Where do we meet?” messages and calls a day.

PaxMessages gives you back the one thing that matters most: time.
Time to wow your guests, to grow your business, and to finally send that last message knowing your customers actually saw it.

So go ahead, let WhatsApp do the talking.
Your guests (and your sanity) will thank you.