How Tour Operators Can Show Up in AI Search with Ann Smarty of Smarty Marketing

AI is changing how customers discover and plan their travel experiences, but what does that actually mean for tour operators? In this episode of Growth Powered by FareHarbor, we break down how AI search works, how it differs from traditional SEO, and what operators should be focusing on right now to stay visible. Rebekah is joined by FareHarbor's Manager of Digital Marketing, Christopher Illes, and GEO expert Ann Smarty to unpack how tools like ChatGPT, Google's AI results, and large language models are influencing booking behavior. We cover: The difference between SEO and AI search (GEO/AEO) How customers are using AI to plan trips Why your website still plays a critical role in discovery How reviews, Reddit, and third-party platforms impact visibility Practical steps to improve how your business shows up in AI-powered search  

In this episode of Growth Powered by FareHarbor, Rebekah sits down with Arden of Lake Louisa State Park to talk about what it really takes to build a destination, not just operate within one. Arden shares how she grew her business from one park in 2016 to six parks across Central Florida, why persistence matters more than having a perfect plan, and how she thinks about creating experiences that help visitors connect with the outdoors. This episode covers growth, leadership, websites, guest experience, and the long game of building something meaningful. 

Recorded live at Spark 2025, this episode of Growth Powered by FareHarbor features Haig from Danger Charters in Key West, Florida, alongside FareHarbor Account Manager Devin. Together, they unpack what it takes to grow a charter business in a competitive tourism market: building a loyal, repeat customer base and creating a strong team culture while also testing new revenue drivers like combos and trip protection. This is the episode to listen to as a tour or activity operator thinking about repeat business, affiliate strategy, hiring, or when to say yes to a new feature. This conversation will bring you practical takeaways from a business that has continued to grow over time. Learn more about FareHarbor: fareharbor.com/demo Learn more about Danger Charters: https://www.dangercharters.com/

Recorded live at Spark, this special episode of Growth Powered by FareHarbor features a dynamic conversation with CEO Andrea Carini. Andrea shares his perspective on how operators can evolve alongside AI innovation, how automation is reshaping free time and demand for experiences, and what it truly means to build for long-term growth in today's tourism landscape. He also pulls back the curtain on how FareHarbor researches, prioritizes, and develops product enhancements that offer insight into the thinking behind the platform. If you're navigating rapid technological change or looking to sharpen your growth strategy, this episode offers practical takeaways and a forward-looking vision for the industry. Listen now and be sure to subscribe, leave a review, and share with fellow operators.  Get a demo with FareHarbor at FareHarbor.com/demo and register for Spark at spark.fareharbor.com!

In this episode of Growth Powered by FareHarbor, we sit down with Adam, founder of Sea the City, a New York City–based water tourism operator offering jet ski tours and hot tub boat experiences. Adam shares how Sea the City has grown from a three–jet ski operation into a multi-location business, and what it takes to stand out in one of the most competitive tourism markets in the world. The conversation dives into how the team approaches marketing and channel mix, including their use of affiliates like GetYourGuide to increase international exposure and drive weekday demand. We also explore how Sea the City thinks about influencer marketing, tracking performance through campaigns, and why they focus on value-added perks over traditional discounting. Adam breaks down how affiliate sales have grown as a percentage of overall revenue, why patience and iteration matter when working with OTAs, and how data and analytics guide their decisions.

En este episodio especial en español, conversamos con Carabalí Rainforest Adventure Park en Puerto Rico, un negocio familiar de tercera generación que ha pasado de ofrecer paseos a caballo locales a convertirse en uno de los destinos de aventura más reconocidos de la isla. El equipo comparte cómo la cultura, la familia y el crecimiento sostenible han guiado su trayectoria y siguen dando forma a las experiencias que crean para visitantes de todo el mundo.   In this special Spanish-language episode, we sit down with Carabalí Rainforest Adventure Park in Puerto Rico — a third-generation family business that has transformed from a local horseback riding operation into one of the island's most recognized adventure destinations. The team shares how culture, family, and sustainable growth have guided their journey and continue to shape the experiences they create for visitors from around the world.  

Peter from Sea Maui joins Rebekah and Monique from FareHarbor for Part Two of our special Hawai'i Series on Growth Powered by FareHarbor. Recording from the FareHarbor Meetup, Peter shares what it means to grow a tourism business in Hawai'i with intention, heart, and community at the core. From navigating wildfires and COVID to strengthening brand loyalty, Peter reflects on the lessons that helped Sea Maui evolve. He also dives into how FareHarbor has streamlined operations, expanded revenue through the Distribution Network, and helped the business stay connected to its values as it grows. This episode is a great listen if you're thinking about long-term growth, finding the right partnerships, or building a company culture rooted in care. Part Two of our Hawai'i Series, spotlighting local operators doing meaningful work with FareHarbor.

Kamalani from Nā Pali Coast Tours joins Rebekah on-site in Kaua'i for a special episode of Growth Powered by FareHarbor. As a Native Hawaiian and second-generation business owner, Kamalani shares what it means to carry on his family's legacy while honoring the land, history, and community of the Nā Pali Coast. They dive into topics like responsible tourism, what it takes to run a cultural tour business in Hawai'i, and why authenticity is critical for growth. Kamalani also shares how FareHarbor helps manage operations while supporting the business's mission of sustainability and education. Part of our Hawai'i Series featuring operators doing incredible things with FareHarbor.

 This episode of Growth Powered by FareHarbor brings you an inside look at GetYourGuide, one of the leading online travel agencies (OTAs) in the tourism industry. Rebekah talks with Allie, Senior Account Executive at GetYourGuide, about how operators can succeed on the platform and how FareHarbor clients can leverage that connection. Topics include: What it takes to get listed (and verified) How to write better listings that actually convert Why reviews and visuals matter more than ever The biggest misunderstandings about OTAs How GetYourGuide's global reach and marketing strategy help small businesses thrive New features: AI tools, review responses, pickup UX This episode is for you if you're: ✔️ A FareHarbor client looking to grow your bookings ✔️ Curious about selling through GetYourGuide ✔️ Want to better understand OTA partnerships and strategies Learn more at getyourguide.com/partners Join the FareHarbor Community at fareharbor.com/community Helpful links: GetYourGuide Supply Partner Help Center: https://supply.getyourguide.support/hc/en-us This includes tons of helpful resources, including best practices for responding to reviews and optimizing your listings. How-To Video Series – Creating Products with GetYourGuide: https://supply.getyourguide.support/hc/en-us/sections/14002453180061-Creating-Products-with-GetYourGuide-How-To-Videos These short videos walk through key parts of the setup process and would be great visual additions. Spring 2025 Travel Experience Trend Tracker: https://www.getyourguide.supply/travel-experience-trend-tracker-spring-2025?utm_source=linkedin&utm_medium=video&utm_campaign=organic&utm_term=feed

In this Pride Month special, Rebekah speaks with Captain Jen and Captain Janet of Sundog Sailing about their journey as queer women in the sailing and tourism industry. They share how they built a business rooted in inclusion, hospitality, and joy all while creating a safe space on the water for everyone. Together, they reflect on the importance of visibility and representation in tourism, the personal stories that shaped their business, and how being themselves has been the most powerful form of leadership. Captain Jen and Captain Janet encourage donations to the following organizations: PFLAG The Trevor Project We Are Team Jake This episode must-listen for queer entrepreneurs and anyone who's ever built something from the ground up with heart. Listen wherever you get your podcasts, or watch the full episode on YouTube!