BBC’s The Apprentice returned to television screens this week, diving straight into the deep end with the renowned tour challenge as the debut task for the two teams of budding Alan Sugar proteges.
For travel industry professionals, this week’s episode of The Apprentice was a must-watch, with the teams taking on the challenge of designing and selling alpine tours in Austria.
The challenge – an annual highlight of the BBC series – requires each team to design, market, and lead their own unique experience—putting their business acumen and hospitality skills to the test.
In light of this, Tourism Expert Samuel Jefferies at Bókun is sharing key industry insights and lessons that operators can apply to their businesses to enhance their current tour offerings.
Here are his Insights:
Pricing strategically – adopting flexible pricing to meet tourism demand
“As highlighted in this week’s show, one of the key challenges teams faced was overpricing their experiences. While it’s true that operational costs are often rising, successful TOs must take a strategic approach to pricing by conducting market research.
“A great starting point is to analyse competitors offering similar tours. Experiencing these firsthand can provide insights into what they do well, what they offer that you don’t, and how you can enhance your own experiences to stand out. This perspective should help you understand what travellers are truly looking for and ensure your pricing reflects the value you provide.
“For new businesses, consider if feasible an introductory price point that undercuts competitors until you’ve gained credibility and can justify a higher rate. Always ask: What would make a customer choose my tour over another?
“Another key consideration is adopting flexible pricing to align with tourism demand. Raising prices during peak seasons when demand is high can allow you to offer more attractive rates during slower periods, helping to maintain steady bookings throughout the year.”
Experience sells – make that your number one priority and the rest will follow
“The key differentiator between you and others in the industry is the unique value your tour provides. A well-crafted experience doesn’t just attract initial bookings—it generates positive reviews, word-of-mouth recommendations, and repeat customers. The more memorable and engaging your tour, the stronger its long-term success.
“As demonstrated in this week’s show, incorporating notable elements—such as the team’s yodelling experience inspired by The Sound of Music—can elevate a tour beyond the ordinary. As evidenced in Bókun’s recent Set-Jetting campaign, there is a huge demand for people wanting to experience what’s on-screen in real life. Not only did this addition enhance the overall experience for participants, but it also could work in appealing to a niche audience of movie fans, broadening its market reach.
“Collaborating with nearby tour providers to resell experiences can be a valuable strategy, fostering cross-promotion and expanding offerings. Additionally, incorporating regional specialities like honey or homemade jams into your tour as an extra can be a thoughtful touch that allows tourists to take home a keepsake.”
Key Takeaway: “Consider whether your local area has historical or pop culture connections that can be woven into your tour.”
Online vs. offline sales – how to adopt a better online strategy to boost revenue
“One of the biggest challenges in selling tours offline, as demonstrated in this Apprentice task, is the difficulty of engaging potential customers on the spot. Locals are often uninterested, tourists may have already planned their itineraries, and street sales can sometimes come across as untrustworthy. Relying solely on in-person sales is not only inefficient but also limits your reach.
“A strong online presence which incorporates Online Travel Agents (OTAs) is essential for overcoming these obstacles, and enhancing your tour’s reach to audiences seeking activities within your location. A well-structured digital strategy which incorporates social media, review platforms, and a booking system will allow you to showcase your tour’s highlights, build credibility, and attract customers before they even arrive at their destination.
“This not only increases bookings but also frees up valuable time to focus on marketing and enhancing the overall tour experience.”
