The right tour price must make sense to the guest and keep the operation healthy. Copying a competitor’s public price cannot tell you whether their costs, quality or margin resemble yours.
Calculate cost per departure
List guide time, transport, entrance fees, food, equipment, permits and any fixed departure cost. Add overhead such as administration, insurance, software, marketing and training. Include card fees, taxes and a contingency for normal disruption.
Account for distribution
Direct bookings and marketplace bookings do not have the same acquisition cost. Model OTA commission before publishing the rate, while respecting each platform’s terms. Check that promotions cannot push a booking below a safe margin.
Set occupancy assumptions
For shared tours, calculate break-even at a realistic group size—not a permanently full vehicle. For private tours, show how base group cost and additional guests affect the total.
Match price to value
Explain what the traveller receives: expert interpretation, access, convenience, safety, equipment or a smaller group. Clear inclusions reduce unfair comparisons with a cheaper but different experience.
Review the model when supplier prices, exchange rates, taxes or commissions change. Track gross margin per departure, refund cost and booking source. A sustainable price gives you room to deliver the experience well and solve problems professionally.