Today's guest shares with us some of her lessons from 30 years of running a tour business. We cover a lot of ground including marketing tours, dealing with journalists, websites, hiring and managing tour guides and chatbots!  Lauren Hefferon joins us to discuss how she started, developed, and expanded the bike tour business Ciclismo Classico. She explains the significance of Ciclismo Classico’s website for booking and why she is keen on talking directly with her customers before they book. She shares how she made use of the Zoom culture to hold virtual events during the CIVID pandemic. Lauren also highlights the power of event marketing and offers advice for cultivating effective public relations.