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Change Management in Tourism: Stop Replacing, Start Transforming

Writer's picture: Tour AmigoTour Amigo

A person taking a photo outside of an airplane window to symbolize what's on the horizon: Change management by adopting tour operator software

The tourism industry thrives on creating unforgettable experiences, yet behind the scenes, many businesses are stuck in outdated processes that they'd probably love to forget. Our founder, Murray Decker, hears it all the time: “We’ve been doing things this way for years, why change?”


Here’s why: If you’re still copying and pasting itineraries, relying on spreadsheets, or manually handling tasks and processes that could be automated, you’re already falling behind.


But, it's easier said than done. Change management in tourism isn’t just about fixing what isn’t broken—it’s about recognizing what’s holding your tour operation back. It goes beyond replacing old systems with slightly newer versions of the same thing. Instead, change management in tourism is about enhancing, not just maintaining. It's about making your tour business the best version of itself, freeing up time and resources for your staff, while increasing booking revenue at the same time.


And, the good news is that despite any hesitations you might have, making the shift to an automated online booking and reservation system doesn't need to be so hard. You're also not the only one in this boat, so to speak.


Why Businesses Hesitate to Move Away from Legacy Systems

A tour operator leader recognizing the benefit of change management

Switching to a smart tour operator system makes sense on paper, so why do so many businesses resist making the change? We see it not just in tourism, but other industries as well.


The hesitation often boils down to a few key concerns:


  • Fear of adoption: Many businesses worry that transitioning to new software will interrupt daily operations, even though clinging to outdated systems creates ongoing inefficiencies that cost more in the long run.

  • The comfort of familiarity: If a system 'works'—even if it's inefficientit feels safer than the unknown. Don't fix it if it's not broken, right? But, what if you're just not seeing where the fracture is? The real risk isn’t change—it’s being left behind as competitors streamline their operations.

  • Skepticism about ROI – Investing in technology always feels like a big expense. It's not just paying for the new software or system; it's training staff on how to use it, and risking potential down-time while the new system is deployed. The thing is, though, legacy systems quietly drain revenue through repetitive and tedious manual work, avoidable errors, and most importantly, missed opportunities. A well-implemented, automated booking system quickly pays for itself in saved time and increased bookings in no-time, though.

  • Underestimating the learning curve – Training staff on new software or onboarding partners seems daunting. But, modern systems prioritize user-friendly and intuitive interfaces along with support staff and resources that are there to make the transition as smooth as possible.


If any of these resonate with you, we understand. Maybe you've already given these reasons a lot of thought.


But, the reality? The longer you wait to make the change, the harder it gets. Technology is moving at such a fast-pace, and this is alongside tourism trends that are shifting at a pace unlike what we've seen before. Therefore, businesses that embrace change early gain a competitive edge, while those that hesitate risk falling further behind. And, it's better late than never!


The Cost of Doing Nothing

A backpacking couple walking happily into a tour operator's office, thanks to the fact the company adopted automation software for their travel company

Many businesses assume that change means disruption or unnecessary expense. But what’s really costly is staying stagnant. You’re burning resources on inefficiencies while competitors invest in automation, AI, and smarter workflows.


Yet, when tour operators are asked, “What’s your budget for technology?” the most common answer is: “We don’t have one.”


To Murray, that’s like saying you want to scale a mountain but refusing to buy the right gear. "Technology isn’t an overhead cost—it’s an investment." 


But, perhaps the reason many companies don't have a budget is simply because they don't know what it is they should be spending on technology in the first place.


A standard benchmark? "2-3% of revenue", says Murray. "If you aren’t setting aside a budget for tech, you’re not planning for the future." Most tour operators would likely agree that this is a small investment to make when the results could bring you a much higher percentage of revenue.


Expanding Your Tech Budget: Making it Work for You

Allocating a budget for technology can feel overwhelming. And, if your plate is already full with remedial tasks, it can lead to a cycle that's hard to break out from. So, how do you make this 2-3% budget work for you?


Here are some tips on what you should be keeping in mind when searching for a software solution:


  • Software subscriptions: This will be your ongoing expense. Look for flexible, scalable solutions that fit your needs without over-committing financially. For instance, if you're offering multi-day tours, can this software handle that? Do they have an API you can utilize to stay ahead of the tech?

  • Onboarding and training: Most systems offer training as part of the package, but it’s important l to factor in time and resources for internal training, especially if you need to upskill your team.

  • Integrations: Depending on your current systems, you may need additional integrations (e.g., CRM, accounting software). These could require one-time costs or ongoing maintenance. In either case, find a software that allows for these integrations.

  • Addressing your manual processes: Though a lot of tour operators using legacy systems experience some of the same problems, the reality is each company will have their own unique pain points that they'd be looking for a software solution to address. Ensure that whichever software you're exploring can address the problems YOU are having.

  • Look for perks: Sure, it's great if an online reservation system could fix those manual processes. But, find a solution that offers additional perks, from reporting features and review systems, to distribution to third-party OTAs to get your experiences in front of more potential customers.

  • Find a software with add-ons: Just as you will want to add tour extras to your itineraries, find as software that allows you to pay for what you use, with the ability to add on as you go. Why should you have to pay for features you're not looking to utilize at the moment.

  • Practical framework for evaluating ROI: Let’s say your team spends 10 hours a week on manual tasks that could be automated. If the hourly wage of those involved is $25, that’s $250 per week, or $13,000 a year. If a software solution could cut this time in half, that’s a potential savings of $6,500 a year.


When you compare all of this to the initial cost of the software, which could range from $29 USD per month to $399 USD per month (along with booking fees and per-user pricing, which you'll want to compare as well) you’ll quickly see how this investment could pay off.


The Truth About Adopting New Solutions for Your Tour Operation

In the tourism industry, there are a lot of misconceptions regarding change managementwho is and isn't a good candidate for it, when the right time is to make the change, etc. For instance, there is a belief that only bigger teams will be able to yield more revenue with a solution like this ; or rather, that automation software is only ideal for larger tour operations.


But, this isn't true. The smartest companies are the ones keeping lean teams and leveraging technology to do more with less. Here are some other myths about change management we're going to debunk:


Myth vs. reality infographic of common misconceptions when it comes to change management in tourism

Who’s Driving Change Management in Tourism?


Many businesses make the mistake of thinking the CEO or development team at their tour operation should lead digital transformation. While these leaders are essential, they’re often overwhelmed with other priorities. The CEO focuses on strategy and growth, and developers are more concerned with building than selecting the right tools.


The role of a systems-focused advocate

What’s needed is a systems-focused advocate—someone who understands the operational gaps and knows how technology can address them. This person ensures that technology choices align with business needs and drive efficiency.


Bringing in fresh perspectives

Sometimes, an external consultant can provide a valuable perspective. With no ties to legacy systems or thinking, they can help break down barriers and recommend the best solutions for digital transformation.


Is Your Business Ready for Change? A Checklist for Successful Transformation


The tourism industry is evolving rapidly—are you keeping up? It’s not enough to just replicate the systems you have; it’s about adapting to what’s next. The most successful operators are already embracing change. Are you? Before diving into change management, consider the following:


Too many businesses focus on software that simply mirrors their current processes instead of planning for future growth. Ask yourself:


  • Are we expanding into new markets?

  • Do our systems scale to support that growth?

  • What processes can be automated to free up time for strategy and innovation?


Instead of just replacing what you have, consider reinventing the process. Imagine customers booking and paying directly on your website, while you automatically receive and process payments that need to be sent to suppliers. How could that streamline your business?


Change doesn’t need to be overwhelming. Here’s how to start small and build toward transformation:


Identify inefficiencies: Are you duplicating work or stuck in spreadsheets?

These are your first targets for improvement.

Allocate a budget: If you don’t plan for tech investment now, you risk falling behind later.

Choose the right champion: Appoint someone to drive the digital transformation—internally or externally.

Think long-term: Choose software that can grow with your business, not just replace what you have today.


The decision to make a change doesn't happen overnight. But, if in the meantime you want to talk to a product expert about your current system and how an automated system could help your tour operation, book a call or visit our solutions page to get started.





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