4 Hawaiߵi marketing tips to grow your tour business

Struggling to stand out in Hawaiʻi’s vibrant tourism market? Many tour operators spin their wheels on ineffective marketing.  Strategic marketing, however, goes beyond short-term goals and quick wins. It’s a solid foundation to drive sustainable, long-term growth, creating lasting connections with travelers. 

Hawaiߵi’s tourism industry is built on collaboration and community. Partnering with other local businesses strengthen the visitor experience while supporting the local economy, a win for everyone. 

From SEO strategies to leveraging storytelling, these four tips will help your business stand out and connect with your tourism community.

1. Optimize your website for local and tourist search

SEO (search engine optimization) helps customers find your business online, driving more bookings with the right strategy.  While it requires time and effort, creating an effective SEO strategy boosts your website’s visibility and attracts travelers actively planning trips.

What good SEO really entails

Effective SEO includes technical improvements, like page speed and analytics, as well as strategic content. Your site should feature relevant keywords that balance broad searches (e.g., “Maui snorkel tours”) with specific long-tail keywords (e.g., “best family snorkeling in Molokini Crater”).

Get more specific

Long-tail keywords capture high-intent customers searching for specific experiences. Instead of “things to do in Hawaiʻi,” potential guests are more likely to search for “best coffee-tasting tour in Kona.” Optimizing for these phrases increases your chances of converting searches into bookings.

Mobile matters more than ever
Data from FareHarbor’s recent U.S. Travel Report shows mobile sessions have more than doubled, now making up over 75% of all visits in 2024. More importantly, mobile bookings have surged — from 60% pre-pandemic to 72% in 2024.

With most customers booking on the go, a fast, mobile-optimized site isn’t optional — it’s essential.

If you’re struggling with SEO, FareHarbor offers solutions that simplify the process, letting you get back in the business of making Hawaiian dreams come true. 

2. Leverage social media with authentic storytelling

High-quality images and videos make a great first impression, but potential customers want to see real experiences. Use social media to showcase behind-the-scenes content, customer testimonials, and cultural insights that make your tours unique.

Share your story and cultural significance

Travelers connect with businesses that feel personal. Share why you do what you do and the cultural significance of your experiences. A genuine human connection builds trust and makes visitors more likely to book and share their experiences with others. 

Engage with user-generated content (UGC)

Your best marketing tool? Your guests. Encourage them to tag your business in their posts and, with permission, reshare their content. Authentic customer experiences provide social proof and inspire future travelers to book.

3. Partner with local businesses & affiliates

Hotels recommend tours, tour operators suggest restaurants, and businesses work together to create seamless visitor experiences. Partnering with nearby businesses not only enhances your offerings but also expands your reach.

For example, a hiking tour that partners with a farm-to-table restaurant can offer guests an unforgettable adventure followed by a locally sourced meal — creating a well-rounded and memorable experience.

Expand your reach with the FareHarbor Distribution Network (FHDN)

The FareHarbor Distribution Network (FHDN) connects tour operators with hundreds of local businesses, OTAs, travel blogs, and more. By joining, you can:

• Increase bookings by allowing local partners and OTAs to sell your tours
• Boost revenue by selling other operators tours and activities
• Cross-promote with Hawaiʻi-based businesses for mutual growth
• Tap into a trusted network that helps businesses work together

Building strong local partnerships isn’t just good business — it’s how tourism in Hawaiʻi thrives.

4. Collect and share customer reviews 

Customer testimonials are one of the most powerful tools for building trust and driving bookings. Future guests want to hear from real people who have experienced your tours firsthand.

Encourage guests to leave reviews on Google, Yelp, TripAdvisor, or your preferred review site by offering post-tour incentives, such as a discount on a future booking. Reviews not only provide social proof but also generate valuable content for your website and marketing materials.

Show potential customers that you value feedback by responding to every review — both positive and negative. Thank satisfied guests and address concerns professionally to demonstrate your commitment to exceptional service. A thoughtful response can turn a neutral review into a strong endorsement.

Making strategic marketing work for your tour business

By implementing these tips and leveraging FareHarbor’s tools, your tours will stand out to visitors while fostering meaningful connections with the local community.

The FareHarbor Distribution Network (FHDN) helps you build strong partnerships — one of the key advantages of operating in Hawaiʻi. Together, these strategies ensure your business thrives in a way that respects and enriches the destination.

Ready to optimize your website or streamline bookings? Let’s talk!