4 points to include in every follow-up email

You spend a lot of time designing an experience that customers will remember. But the experience doesn’t end when the tour does. What happens next plays a big role in whether that one-time booking turns into a review, a referral, or a returning customer.

This is where follow-up emails after the experience come in.

When done well, it reinforces the experience, invites feedback, and keeps your business top of mind, without adding more work to your plate.

Below, we’ll walk through why follow-up emails matter and the four elements every tour operator should include.

Why follow-up emails matter for tour operators

Whether you run walking tours in a bustling city or kayak rentals in a quiet cove, follow-ups help keep your experience fresh in your customers’ minds.

Your guests are back home, talking about their experience, and deciding what to share next.

Sending a thoughtful follow-up helps you:

• Stay top of mind after the experience ends
• Encourage word-of-mouth referrals
• Collect more online reviews
• Show customers you value their time and feedback
• Automate communication without sacrificing personalization

Pro tip: Follow-up emails are a set-it-and-forget-it tool. Once they’re live, they work quietly in the background to support long-term growth.

What to include in your follow-up email

Every business is different, but high-performing follow-up emails tend to include the same core elements.

One. Say thank you

Start simple. Thank customers for choosing your tour or activity.

This small gesture goes a long way in reinforcing a positive impression and showing that their booking mattered to you. Keep it genuine and brief. You don’t need to oversell the experience they already enjoyed.

To create even greater impact, use name tags to thank a customer by their first name. This personal touch makes your guests feel as if the email was written just to them. 

Two. Include one clear review link

Reviews are powerful, but too many choices can slow customers down.

Instead of linking to every review platform, choose one primary destination and make it easy to access. A single, clear call to action reduces friction and increases the likelihood that customers will actually leave a review.

You can always rotate platforms over time if you want to balance where reviews appear.

Three. Invite customers to share feedback

Reviews tell future customers what to expect. Surveys tell you how to improve.

Including a short survey gives customers a private way to share honest feedback and helps you identify what’s working and what needs attention.

If you’re flying solo, this can double as a way to learn what your guests loved most (so you can keep doing it).

Pro tip: Explain why feedback matters. Let customers know their input helps you improve future experiences and helps other travelers make confident booking decisions.

Four. Link to your social channels

Follow-up emails are also an easy opportunity to grow your social audience.

Add links to your active social platforms so customers can continue engaging with your brand after their trip. This keeps your experiences visible and supports long-term relationship building.

Pro tip: Add social links to your email footer so every automated message reinforces brand visibility without extra effort.

Optional additions to consider

Depending on your business model, you may also want to include:

• A link to paid photos or videos from the experience
• A discount or incentive for a future booking
• A small reward for completing a survey or leaving a review
• A closing message inviting customers to visit again

Keep these secondary. Your main goal is clarity and ease, not overwhelming the reader.

How to send automated follow-up emails

Once your follow-up email is written, you can set it up directly in your Dashboard.

You’ll be able to:

• Choose when the message is sent, such as 24 hours after the experience
• Save and reuse the email for future bookings
• Edit the content anytime as your strategy evolves

Pro tip: Don’t overlook text messages. A short thank-you text with one link can complement your email and reach customers who prefer mobile communication.

Turn one-time bookings into lasting relationships

Follow-up emails are one of the simplest ways to extend the impact of every booking. Even the most memorable tour can fade without a gentle reminder. That’s where a great follow-up comes in.

They help you gather reviews, learn from feedback, and stay connected with customers long after the tour ends. A single email can turn a happy customer into a lifelong advocate.

If you want to streamline customer communication and automate follow-ups with ease, explore how FareHarbor’s tools can support your post-booking strategy. Request a demo to see what’s possible.