Short answer: ask within a day while the trip is fresh, reply to every review the day it lands, and prompt last season's guests before this season with a personal line, not a discount. Reviews are most of how a tour operator is found; the request is the cheapest marketing you have.
The request
Sent to every guest with an email on file, from the booking platform's data, with both links. One follow-up a week later. Never incentivised.
The reply
Drafted in your voice for every review, positive and negative, posted by you. A negative review answered well is read by more future guests than the five-star ones.
Repeat bookings
Last season's guests, prompted a month before this season with what's new. Read from FareHarbor or Rezdy; the message is drafted; you send.
Marketing, reviews and content module
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Written by Christian Stewart, Stewart Systems, Wollongong. Published 2026-09-29. Records and flags, not legal, WHS or insurance advice; rules change, check the regulator for the current one.