TOURS · ACTIVITIES · ATTRACTIONS · AND THE COMPANIES THAT SERVE THEM
Most operators only look at the things that make them money after something goes wrong. The platform crashes on a Saturday in July. The OTA changes the rate card. The reseller stops sending guests and it takes six weeks to notice. By then the fix costs more. Already broke? We fix it now and stop the next one. Not broken yet? Better. We find the leak while it is still cheap and put you on a cadence so it stops being a crisis. Book a free strategy call. Not a sales call.
The four levers
You know what you spend. Most operators don't really know what it brings back, by channel, by season. The agency sends a report full of activity. That's not the same as knowing what to cut.
The booking platform, channel manager, website, whatever you use to talk to guests. It was the right call when you picked it. Is it still? What is it costing you now, in fees and the connections it won't let you make?
All of them. The subscriptions, the services, the guy you've used forever. Some earn it. Some are just habit, and nobody wants to be the one to have the conversation.
Commission rates, net rates, who pays when, cancellation terms, allotments. Signed fast because you needed the volume, then they sit in a drawer for three years. Usually the biggest number, and the one everybody skips.
Reactive or proactive
None of this falls apart at once. It slides. A platform fee gets tacked on and 15 percent becomes 22. Peak season hides all of it, because you're too busy to look. The off season is when the numbers tell the truth.
Marketing and resellers. What each channel produced, what it cost you once the commission is counted, which partners are growing and which cost more than they send. Most operators have never seen these two numbers next to each other.
Before peak and after, the tech. Does it still fit what you run now? Where are you working around it? Call two operators your size and ask what they're on.
Your slowest month. Pull every vendor and reseller agreement and read them again. Anything that no longer makes sense gets renegotiated or replaced. Put a date on it or it will not happen.
A rate, an acquisition, a new person at the agency, a new channel in your market. Don't wait for the calendar. That's the audit.
The only question that matters: if I were choosing this today, knowing what I know now, would I choose it again? If no, the drift already has a price tag. Figure it out before the season does it for you.
The engagement
We start with the truth of the business. Your numbers, your customers, your positioning, your pipeline, your partnerships, your systems, your team. What is working, what is leaking, and where growth can realistically come from.
Strategy turned into a sequenced plan. Channel priorities, partnership targets, positioning, sales motion, and the order it happens in. You always know what is next and why.
Most engagements do not stop at the plan. We negotiate the contracts, manage the connectivity, run the outreach, sit in the leadership meeting. Whatever the plan actually requires, we do it alongside your team until it runs without us.
When it makes sense, we come on-site to shadow your team. There is no substitute for sitting next to the work.
Who this is for
Operator businesses ready to grow beyond referrals
The reputation and relationships that got you here are valuable. But they need structure, positioning, partnerships, and systems to support the next stage of growth.
Experience platforms launching
A strong idea needs more than a launch checklist. It needs clear positioning, a defined buyer, a commercial plan, strategic partnerships, and a go-to-market motion built to convert.
Operator teams needing senior commercial leadership
When the opportunity is real but the team is stretched, RAE brings experienced commercial strategy and execution without the cost, complexity, or timeline of a full-time executive hire.
The team
Jana Glasmann is the Founder and Principal of RAE Advisory. She has spent the last decade in travel and hospitality, on both sides of the table. She has sold the technology operators run on and sat with the operators deciding whether to buy it. That is the vantage point RAE works from: what a platform promises, what it costs once it is live, and what it takes to fix a commercial relationship that has drifted.
Selected work
Property Management Firm
Ongoing engagement
A property management firm with hundreds of doors and zero active marketing. RAE's analysis identified two growth levers: recoverable revenue inside the existing portfolio and a qualified new-owner pipeline, with the roadmap to capture both. The team executes it daily.
Entertainment & Tour Operator
Growth strategy + distribution
A tour and entertainment operator with a strong product and no commercial strategy. RAE defined the positioning and growth plan. The operator now distributes that strategy across his own network of operators, proof the playbook transfers.
Destination Booking Platform
RAE-owned venture
We run our own operator aggregation platform in a major destination market, with operator contracts signed ahead of launch. We do not just advise on the playbook. We run it on ourselves, and we carry the same risk we ask operators to carry.
Marketing Agency
Growth plan, ongoing
A marketing agency with a strong service for tour and activity operators, and a growth plan we are building with them. The way guests find you has changed. They ask ChatGPT. Google answers before anyone clicks. Most operator marketing is still built for the old version of search, and most of the spend behind it has not been re-examined since.
What People Say
A sales unicorn. In the first year, the sales goal was crushed by 200%. Laser focused on figuring out the best program — and always makes time to coach peers on sales skill building, industry insight, and brainstorming creative solutions.
A supreme salesperson that follows through is both rare and particularly unusual. The support and attentive approach was not only appreciated but a key differentiator in determining the outcome.
Easy to talk to and easy to trust. Listens well and answers questions in an honest, straightforward way that is refreshing in a world full of “say whatever it takes to close the deal” salespeople. I recommend without reservation.
Do it on a schedule and you stop losing it in the first place. Tell us where it hurts and we will tell you what we would look at first.
Tell us where you are and where you want to be. We will take it from there.