Oliver Green, AI for tour operators, from an operator.
AI-powered marketing, growth systems & consulting, for tour and experience operators who want to scale without losing their soul.
Read my practical guide to AI for tour operators →- AI consultant
- Keynote speaker
- Operator
On stage at Arival & the Gray Line Partner Summit
Who I've worked with
Clients and partners: Cookly, Arival, Gray Line, Phocuswright, Eating Europe, Side Routes, Bicycle Roma, Crown Tours, Mia Roma, Create Circus, Guest Focus.
About Oli
An operator first, a marketer second, an AI nerd throughout.
I'm Oliver Green. Ten years on the operator side of travel means I know where AI earns its keep in a tour business, and where it just adds noise.
I've been on both sides of the counter: co-founding Carpe Diem Tours and running its marketing, operations and guest experience, then building Create Circus, a Shopify and marketing agency. That mix of operator instincts and marketing craft shapes everything I do: AI and automation are creative allies, never a replacement for the human stories that make people travel. Growth should be smarter, not just louder.
The thinking
I don't bolt AI onto your marketing. I rebuild how travel brands grow around it.
Operator instincts bring your growth into sharper focus. Attract. Book. Return.
What I do
Four ways I plug into your growth.
AI-powered marketing, direct bookings, consulting and speaking. Pick one, or plug me into all four.
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01
AI-powered marketing
Content systems, SEO and campaigns built with AI in the loop, so your brand shows up everywhere your guests are searching, dreaming and planning. That now includes AI search like ChatGPT and Perplexity (GEO), not just Google. More output, sharper voice, less burnout for your team.
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02
Direct booking growth
Less OTA dependence, more guests booking with you, so you keep the margin instead of handing 20–25% to Viator and GetYourGuide. Funnels, conversion, e-commerce and email flows tuned for how travellers actually decide, measured against bookings, not vanity metrics.
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03
AI & growth consulting
Practical AI for tour operators: an honest map of where AI actually helps your operation, and where it doesn't. Strategy, tooling audits and automation roadmaps grounded in years of running a tour business, not theory.
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04
Speaking & workshops
An AI keynote speaker for travel and tourism events, plus hands-on AI training for your team, from the Arival stage to your team's meeting room. Real workflows, real tools, real deliverables, not slideware. See my speaking page →
in travel
committed culinary tourist
Zero corporate fluff.
Speaking
Talks that send people home with a plan.
AI keynotes for travel and tourism events, and hands-on workshops where teams build real tools on the day. Interactive, practical, and built around the operators in the audience.
- AI for tour operators: hype vs what moves bookings
- Getting found in AI search
- Social commerce & the future of travel
- From operator to AI-first
- ArivalSpeaker & Insights Contributor
- Gray Line Partner SummitBuild It In The Room workshop
- Experience This! PodcastVibe Coding episode
Recommendations
What clients and partners say.
“Oliver has spoken at Arival several times on marketing, AI and social media. His sessions have been given top ratings by our attendees. He makes them interactive, engages with the audience, and delivers actionable insights. I highly recommend him as a speaker.”
“In just three months, Oliver and his team revolutionized our business. The impact was immediate and tangible, with a significant increase in sales. If you are looking for someone who combines technical excellence with strategic vision, human understanding and real business impact, Oliver is the person you want by your side.”
“He quickly understood both the technical and operational requirements, then figured out how to wire up the entire system end-to-end with minimal friction. He brings both strong technical capability and practical execution skills, which is a rare combination.”
“Oliver combines technical capability with sound commercial judgment. I would confidently recommend him to any organization looking to improve its digital marketing, strengthen its digital infrastructure, and operate more strategically.”
From LinkedIn recommendations · read them in full
How I work
When operators and AI combine, growth takes a new shape.
No six-month discovery phases, no agency hand-waving. I work directly with founders and senior marketing leads of proven products. Short loops, honest conversations, and systems your team actually keeps using.
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/ 01
Listen
A working session, operator to operator. We map your product, your guests, your funnel and your constraints, the things only someone who's run tours will ask about.
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/ 02
Map
A clear growth roadmap: where AI genuinely helps, what to automate, what stays human. Prioritised by impact on bookings, not by what's trendy.
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/ 03
Build
Content systems, automation and campaigns shipped straight into your stack. You watch the work evolve in real time and steer it with me.
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/ 04
Hand over
Your team learns to run it. Playbooks, training and check-ins, so the velocity stays long after I leave.
The journal
Notes on AI, marketing and the business of travel.
Who I help
Built for the people who run experiences.
- Tour & activity operators
- Food, wine & walking tour companies
- Attractions, museums & experiences
- Multi-day & adventure travel
- DMCs, inbound & receptive operators
- Travel agencies, OTAs & tourism boards
Common questions
Questions operators ask.
- How can AI help tour operators?
- Used well, AI helps tour operators win more direct bookings and run leaner: smarter content and SEO so you get found, automation that strips out admin, and better use of your booking data. I focus on practical AI for tour operators: the few tools and workflows that actually move bookings, not the hype.
- Do you offer AI consulting for tourism businesses?
- Yes. I work with tour operators, activity providers, attractions and travel brands on AI in tourism, from a quick audit of where AI genuinely fits, to building the marketing and automation systems and training your team to run them.
- Can AI handle guest enquiries and customer service?
- Yes, it's one of the fastest wins. An AI assistant can answer FAQs, availability and pre-booking questions on your website, WhatsApp and email around the clock, then hand the tricky ones to a human. I help operators set these up so response times drop without losing the personal touch that makes people book.
- What AI tools do you recommend for tour operators?
- It depends on the job, but I'd start with one AI model you use daily (ChatGPT or Claude), one automation tool (Zapier connects to Bokun, Rezdy and FareHarbor), and a vibe-coding tool for simple internal tools. I've written a full guide on 5 ways to start optimising your tour company with AI.
- Can you help us get more reviews?
- Yes, reviews are one of the biggest levers for both bookings and AI visibility. I help operators set up automated review requests at the right moment in the guest journey, respond at scale, and turn review content into marketing. I also wrote Arival's operator guide to review growth.
- What does a tour marketing expert actually do?
- I help tour and experience operators grow bookings by combining classic marketing (SEO, content, email, conversion) with AI and automation. Think of it as a fractional CMO for tours, activities and attractions, with an operator's understanding of seasons, margins and guests.
- Who do you work with?
- Founders and senior marketing leads of tour operators, activity providers, food and walking tour companies, attractions and experience brands, from single-city operators to multi-destination travel brands, worldwide.
- Can you help us grow direct bookings and rely less on OTAs?
- Yes, it's one of the most common reasons operators call me. We build the funnels, content and email systems that bring guests to book direct, while keeping OTAs as a channel rather than a dependency.
- How do we start working together?
- Book a call. We'll talk through your product, your market and where AI and marketing can actually move the needle, operator to operator, no pitch deck.