Episode 387: Building a Strong Brand From the Inside Out, with Nikki Hellyer

Destination On The Left

On this episode of Destination on the Left, I talk with Nikki Hellyer, Vice President of Marketing at ToursByLocals, about the importance of building a brand from the inside out and why having a purpose and principles that everyone in the company lives by gives your team the freedom to deliver excellent service every time. You’ll also hear more from Nikki about how her company used the pandemic downtime to focus on planning their future growth.

What You Will Learn in This Episode:

• How ToursByLocals collaborates with and supports the guides within their network, including their pandemic Guide Relief Fund
• How their internal brand strategy work has positively impacted ToursByLocals’ growth
• Details of the initiatives ToursByLocals has undertaken to build strong partnerships with travel agents and some of the mutual benefits
• Why ToursByLocals’ relentless focus on people, including vetting and coaching independent guides, providing outstanding customer support, and prioritizing meaningful interactions between travelers and guides, is an integral part of their mission and vision
• What ToursByLocals is working on to improve improving agent training, and why they’re committed to ensuring that their guides provide a five-star experience every time

The Power of Core Values

Nikki shares more about ToursByLocals’ mission and values and why it makes such a positive difference when a strong brand is developed from the inside out, with core values taking precedence over external branding. This inside-out approach has allowed ToursByLocals to differentiate itself in the highly competitive travel and tourism industry, placing a relentless focus on meaningful interactions, deep travel experiences, and authentic human connections.

Raising Awareness for Private Tours

ToursByLocals focuses on raising awareness about private tours and the unique benefits they offer, and Nikki discusses why many travelers are unaware that private tours are an option. She goes on to share more about how the company aims to educate customers about the enriching experiences that private tours can provide and aims to foster genuine connections between travelers and local guides.

Collaboration with Travel Agents

We also dig into ToursByLocals’ collaboration with travel agents and the value of building strong partnerships with them, recognizing them as potential repeat customers. Nikki discusses how the company is improving agent training and reviewing commission structures as part of their efforts to enhance the experience for travel agents. By providing confidence to travel agents that their clients will have a great experience, Tours by Locals aims to foster mutually beneficial relationships and elevate the overall traveler experience.

Resources:

• Website: toursbylocals.com
• LinkedIn Business: https://www.linkedin.com/company/toursbylocals/
• Facebook business: https://www.facebook.com/toursbylocals/
• Instagram: https://www.instagram.com/toursbylocals/
• Twitter: https://x.com/i/flow/login?redirect_after_login=%2FTours_By_Locals
• YouTube: https://www.youtube.com/user/ToursByLocals

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