The Best Free Type of Marketing: The Power of Word of Mouth

(By Chaz Desousa, founder of cheapfunthingstodo.com)

That's me in 2006 with my first vehicle purchase. It was a 1979 cadilac fleetwood super streetch 12 passenger.

How Word of Mouth Built My Montreal Tour Business

When it comes to marketing, there’s one strategy that never loses its value — and it costs absolutely nothing. It’s not social media advertising, influencer shoutouts, or expensive pay-per-click campaigns.

It’s word of mouth — the oldest and most powerful form of marketing in the world.

I discovered this truth firsthand when I started running van tours from Massachusetts to Montreal. I didn’t have an ad budget, a marketing plan, or even much experience. What I had was energy, curiosity, and a deep love for Montreal — not just the postcard version.

From One Van to Busloads of Travellers

My first few tours were humble — just a small van and a handful of curious travelers. I made sure each trip was personal, relaxed, and full of surprises: local cafés, hidden murals, impromptu photo stops, and scenic walks along the St. Lawrence River.

By the end of that first weekend, my guests were more like friends. They told their families, their coworkers, and everyone who’d listen. The next thing I knew, my inbox was flooded with messages:

“Hey, my friend went on your Montreal tour — when’s the next one?”

Within a few months, those little van trips turned into busloads of travelers, all eager to discover what Montreal had to offer. I hadn’t spent a single dollar on advertising. It was all word of mouth.

The Early Days: My Low-Budget Website That Played Music

Back then, I didn’t know much about web design — but I knew I needed an online presence. So, I built a simple, low-budget website. It was nothing fancy: a few pictures, a basic schedule, and — because I wanted people to feel something when they arrived — I added background music that played automatically. It was so cringe when I think of it now. 

When visitors landed on the site, a bass-heavy tune greeted them. It made people smile, and it made my tiny tour company feel alive. It wasn’t professional marketing — it was personality-driven marketing.

And that’s the thing: authenticity always beats polish. People don’t remember the perfect website; they remember how you made them feel. That quirky little music-playing website helped people connect with me — and they told others to check it out.

That’s how word of mouth spread online, even before social media became the powerhouse it is today.

Why Word of Mouth Still Beats Paid Advertising

In a world overflowing with online ads, algorithms, and “sponsored content,” authenticity stands out more than ever. People trust people — not promotions.

Here’s why word of mouth marketing for tour operators remains unbeatable:

• It builds trust instantly. A personal recommendation carries more weight than any ad.

• It’s emotionally driven. Happy travelers become loyal fans who tell stories for years.

• It compounds naturally. Every satisfied guest can reach dozens of new ones.

• It costs nothing. No ad spend. No agencies. Just genuine human connection.

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When travelers talk about your tour, they’re not just spreading awareness — they’re endorsing your passion.

How Tour Operators Can Inspire Word-of-Mouth Growth

Through cheapfunthingstodo.com, I now help tour operators grow their bookings without relying on expensive ad campaigns with our Google things to do listing service. What I’ve learned is that great experiences create great marketing — and you can design every tour to generate natural buzz.

Here’s how to start:

1. Deliver more than expected. Add a surprise stop, a local snack, or a secret view spot that no one else includes.

2. Encourage guests to share their memories. Build “Instagrammable” moments into your tours — scenic backdrops, group selfies, or local art.

3. Create a story around your tour. People remember narratives, not itineraries. Tell them why your route is special.

4. Stay connected after the tour. Send photos, thank-you notes, or ask for feedback — it makes people feel valued.

5. Turn compliments into referrals. When someone says, “That was amazing,” reply: “Thank you! If you know anyone who’d love Montreal, send them my way.”

When people feel personally connected, they want to help you succeed.

The Digital Side of Word of Mouth

While traditional word of mouth happens in person, its power multiplies online. Every shared photo, review, or tag becomes digital proof that your tours are worth taking.

To amplify that free exposure:

• Collect and showcase testimonials. Post them on your site, emails, and Google profile.

• Use Google Reviews strategically. They improve your ranking and credibility.

• Share user-generated content. Repost traveler photos (with permission) to show real experiences.

• Encourage video testimonials. Even a short phone clip can build major trust.

• Offer a referral reward. A discount, free add-on, or early booking bonus keeps guests spreading the word.

Each of these tactics extends your reach while staying true to your original, authentic message.

Lessons from the Road: Marketing with Heart

Looking back, it’s funny to think how far things have come. From a single van, a homemade music-playing website, and a few curious travelers — to a business that helps tour operators around the world reach new audiences.

But the lesson hasn’t changed.

If you give people something worth talking about, they’ll do your marketing for you.

Word of mouth is free, timeless, and human. It’s built on connection — and connection is what travel is all about.

So if you’re a tour operator wondering how to get more bookings, start where I did: Make your tours unforgettable. Make your guests feel seen. Make it so good they can’t help but tell their friends.

Because the best marketing doesn’t start with money — it starts with meaning.

🚀 Ready to Get Discovered on Google?

Word of mouth is priceless — but pairing it with visibility on Google Things to Do takes your marketing to the next level.

If you’re a tour operator or activity provider, imagine your tours showing up right inside Google Maps, and the Things to Do section — exactly where travelers are looking to book.

At cheapfunthingstodo.com, we make that happen for you.

For just $20 a month, we’ll get your experiences listed on Google so you can reach new customers every day — no ads, no agencies, no stress.

Because when it comes to getting found online, visibility on Google Things to Do is priceless.

👉 See how to get listed today