Growing a 75-year old Destination Tour Business: Matt Naughton with Stark Caverns
- S1E2
- 13:49
- March 14th 2025
Dive deep into the underground world of Stark Caverns with Matt Naughton in this illuminating episode of the Travel Grow Show. Discover how this 75-year-old Missouri attraction has been revitalized under new management since 2017, offering a blend of history, science, and adventure.
From daytime historical tours to blacklight explorations and an underground escape room, Stark Caverns showcases innovative ways to engage visitors and grow a tourism business.
Key insights for tour operators and travel brands:
- Diversify your offerings: Stark Caverns provides multiple tour options, including regular daytime tours, blacklight tours, and an escape room experience, catering to different interests and demographics.
- Embrace your history: The caverns leverage their rich 3000-year history of human habitation and even their bootlegging past to create compelling narratives for visitors.
- Seasonal adaptability: Offer special programs like Scout camping and school field trips to maximize off-peak periods and attract diverse groups.
- Set ambitious growth goals: Stark Caverns aims to increase tours by 100% in the next couple of years, demonstrating the importance of setting clear, aggressive targets.
- Balance traditional and digital marketing: While billboards remain effective, the business is focusing on growing online bookings to reduce acquisition costs and gather valuable customer data.
- Prioritize customer experience: Stark Caverns' commitment to maintaining a five-star rating and being the top-rated cave tour in Missouri underscores the importance of exceptional service from first contact to post-visit follow-up.
- Leverage surrounding attractions: Located strategically between major cities and near Lake of the Ozarks, Stark Caverns capitalizes on its position to attract visitors already in the area.
By implementing these strategies, tour operators and travel brands can enhance their offerings, improve customer experiences, and drive sustainable growth in the competitive tourism industry.
Travel Grow Show
Welcome to The Travel Grow Show, the podcast where host Mark Lamberth dives deep into the world of travel businesses. Each episode features insightful interviews with successful tour operators and travel brands, offering a behind-the-scenes look at what makes these businesses thrive. From their humble beginnings to becoming industry leaders, Mark uncovers the key strategies that drive their growth and success.
Through candid conversations, listeners will gain valuable insights into how these entrepreneurs and travel experts navigate the challenges of the ever-evolving travel industry. Mark explores everything from operations and customer experience to the creative marketing tactics that set these businesses apart. You’ll learn what it takes to build a thriving travel company, how to overcome obstacles, and the essential steps to grow your brand in a competitive market.
Whether you're a tour operator, travel enthusiast, or someone interested in the business side of travel, The Travel Grow Show is your go-to resource for inspiration, actionable tips, and industry secrets that can help take your travel business to the next level. Tune in, get inspired, and start growing your travel business today!