When planning a trip, travelers face many big decisions, and one of the most important is selecting the right tour company. With thousands of tour companies worldwide, it can feel overwhelming when trying to narrow the list and find the one that best fits your travel style.
After participating in multiple tours, from day trips to multi-country international adventures, I’ve learned a lot about what matters when selecting a company. Some factors are obvious, while others are easy to overlook. I wrote this guide to share those lessons with others, so fellow travelers can make an informed decision when choosing a tour while avoiding common pitfalls that can turn a dream vacation into a less-than-stellar one.
Selecting a Tour Company
Before diving into the selection process, travelers should know the following three things about their upcoming trip: budget, travel style, and must-haves versus nice-to-haves. Understanding your trip budget will not only help you quickly eliminate tours outside your price range but also help you determine how many optional experiences you can afford. When it comes to style, you’ll want a company that best aligns with how you prefer to travel, whether it’s a fast-paced, packed schedule or a more immersive cultural experience. And since every tour involves trade-offs, it’s important to know what you’re unwilling to compromise on and what you’re flexible about.
Before comparing companies, keep these two important considerations in mind:
Low cost is not always less expensive: A lower-priced tour may be enticing, but it may ultimately cost you more in the long run. Sometimes, inexpensive tours offer limited inclusions, so travelers may need to cover additional costs such as airport transfers, transportation passes, admission tickets, optional activities, meals, and more. It is essential to channel your inner archaeologist and dig deep to understand what the tour price covers and what you’ll need to pay out of pocket.
Buyer beware, not all that glitters is gold: Pictures and testimonials on a travel website may look appealing, but they aren’t always authentic. To capture the attention of unsuspecting travelers, less reputable companies may use AI-generated images or photos from other companies as a way to attract customers. The same goes for testimonials. Always read reviews from trusted third-party platforms, such as TripAdvisor, Trustpilot, and Google Reviews, and verify if the organization holds any relevant industry accreditations.
Tour Company Search Criteria
Lodging
Are you interested in deluxe accommodations with premium services, or are 3-star hotels and mom-and-pop inns acceptable? For outdoor adventure tours, do you prefer lodges or a camping experience?
In my experience, never underestimate the importance of lodging. Always take the time to research and ask questions. First, do not focus on the tour price or the company’s description of accommodations. Just because a tour is expensive, it doesn’t mean your lodging will be a 5-star hotel or a very nice wilderness lodge. And be wary when companies use terms like “luxury” and “deluxe” to describe their accommodations; I’ve seen this marketing tactic even when they offer budget 2-star or 3-star lodging.
If a company lists the specific hotels used for a tour, browse travel review sites such as TripAdvisor to assess whether the accommodations meet your needs and align with your travel style. If details aren’t provided, contact the company or turn to social media. Rick Steves’ Europe does not list hotel names, but it has an active Facebook group where participants can ask questions about lodging.
When traveling abroad, older hotels may lack elevators or accessible bathrooms and common areas. If you have accessibility concerns, contact the tour company to confirm accommodations.
Important Note: Not all overnight accommodations are hotels. Some tours include overnight stays on a train or boat. If that is the case, I strongly suggest determining which company operates the train or boat and researching the comfort levels and types of service available. What style of beds are provided? Are bathrooms private or shared? Are meals served individually or is it buffet-style?
Another factor to think about when it comes to lodging is location. Select a company that offers accommodations within walking distance to attractions and restaurants, or lodging near bus stops and metro stations. During my trips across the U.S. and abroad, I have learned that it is invaluable to stay at a centrally located hotel or one easily accessible by public transportation. Some tour companies forgo choosing a central location to provide nicer accommodations, but this may mean staying in an area with fewer dining options or a longer commute to sites.
For solo travelers who prefer not to share a room, make sure the tour company guarantees single rooms. Note that some companies charge a single supplement fee.
Transportation
Are you comfortable arranging your airport transfers, or would you prefer to have them handled by the tour company? When it comes to intercity travel, are you fine with long bus rides and overnight trains, or do you prefer flights?
Airport transfers can be a stressful component of travel, especially in countries with an unregulated taxi industry, no rideshare services, or limited public transportation. When searching for tour companies, I have noticed three things when it comes to airport transfers: 1) none provided, 2) provided on specific dates and times before a tour, and 3) provided and arranged according to a traveler’s flight schedule. If airport transfers are a must, always opt for option 3, a company that arranges transfers according to your schedule! Choosing option 2 may leave you without a transfer if your flight is delayed.
If your tour does not include an airport transfer, contact the tour hotel(s) to see if they can arrange a private transfer. Many of my hotels in Europe offered airport transfers for an additional fee.
When planning your trip, remember to budget for transfers if they are not included in the tour cost. To give you a rough idea of how much transfers cost, this is what I have paid on my recent trips to Europe: Prague – $32, arranged via Get Your Guide; Budapest – 40€, arranged by the hotel; Munich – 16€, the S-Bahn train from the airport to a hotel near Marienplatz; Vienna – 60€, arranged by the hotel; Madrid – 33€, fixed taxi fare from the airport to the city center.
When it comes to transportation, intercity travel is a significant factor to consider, and for me, it can be a deal-breaker when selecting a tour company. When distances between cities are significant, some companies opt to use domestic flights rather than have participants endure long bus or train rides. Tours with internal flights may be slightly more expensive, but it is a worthwhile investment. Who wants to spend limited vacation time stuck in a bus for hours?
If your tour company uses buses and you require frequent access to bathrooms, contact them to confirm whether there are bathrooms on board and how often they stop.
Itineraries
Would you like the opportunity to have free time to explore on your own, or would you prefer to have your entire day planned by the tour company? For tour companies offering day trips, would you prefer to visit multiple sites and see only the highlights, or would you prefer a more immersive experience?
Itineraries can make or break a vacation, so always pay attention to the details. If you enjoy having some free time to relax or explore at your own pace, you won’t appreciate an itinerary packed with activities from sunrise to sunset. On the other hand, if you would rather not hassle with planning and navigating a city on your own, then a tour with free time may be a nightmare. From experience, never underestimate the importance of selecting a tour itinerary that aligns with your travel style!
Some tour companies offer the best of both worlds: free time and optional activities scheduled during said free time. Optional activities are great for those who prefer to leave the planning to someone else, but note that they usually incur an additional cost and can add up quickly if you sign up for multiple during a tour.
An important factor to consider when reviewing tour itineraries is pacing. Whether it’s a day trip or a multi-day tour, take a close look at how quickly the itinerary moves you through different sites and locations. Longer tours that cover multiple countries and cities may require you to change hotels every night or every two nights. From my travel experience, this can be exhausting and make a trip feel rushed, as you never have time to settle in or even catch up on laundry.
Pacing matters for day trips as well. Some companies offer day excursions that allow travelers to explore cities and sights near their destination, but these itineraries are often packed, leaving travelers rushing from one stop to the next. Always consider the overall length of the tour, the time spent commuting, and how much time you actually have to explore each site.
One important lesson I’ve learned about tour companies is that some will advertise experiences as a “cultural immersion”, but these experiences are either a sales pitch with the expectation you’ll purchase something or a filler activity to pass the time. When investing in a tour, you’ll want to make the most of your time and money by participating in worthwhile activities.
Meals
Do you like the convenience of having most of your meals planned? Or are you an adventurous foodie who enjoys discovering hidden culinary gems, attending festivals, and trying street food? Are you okay with “touristy” eateries, or do you prefer a more authentic local experience?
Tour companies will provide information on what meals are included each day of a tour, but they generally will not list the names of the restaurants. Additionally, the number of meals included varies between tour companies.
In my experience, the included breakfasts are typically provided by the hotels, while lunches are generally not included in the tour. During some of my recent international trips, the only lunches provided were those on board a Nile River cruise (Trafalgar) and during cooking classes in Budapest and Salzburg (Rick Steves’ Europe).
Now, let’s discuss dinner. While many tour companies include a few dinners in the tour, the dinner experience varies widely across companies. Some companies take participants to charming local eateries for a more authentic experience, while others may take them to a more touristy spot. The latter is especially true for large-group tour companies, as many local restaurants lack the space to host large parties. Another difference is that some tour companies include wine and beer with the meal, not just water and nonalcoholic beverages. As with lodging, the best advice is to contact the tour company for more information, especially if you are seeking a particular dining experience.
Higher-end tours and those that include a cruise may have a dress code for dinner.
While most companies provide accommodations for individuals with food allergies or dietary restrictions, it is recommended to contact them to confirm.
The more I travel, the more I prefer to have fewer included dinners for two reasons. First, as someone who follows a mainly vegetarian diet, with the occasional seafood dish, the tour dinners are sometimes a gamble. I would rather check out local vegetarian restaurants or eateries with good vegetarian options. Secondly, sometimes, after a long day of sightseeing, I enjoy a low-key meal to unwind; a quiet café or pizzeria is my ideal way to end the night!
Other Tour Factors to Consider
To wrap up, here are a few final points that travelers often overlook when choosing a tour company.
Group Size
Some of the more popular, budget-friendly companies can have tour groups of up to 40 participants. Other companies specialize in small groups of 12 to 16 participants.
I traveled to Europe with Rick Steves’ Europe, which caps groups at 28 participants. My 2024 tour had 27 participants, while my 2025 tour had 24. While I find this a good-sized group, others may find it too large.
Gratuities
Tipping is one of the most confusing aspects for travelers, as each country has different guidelines and customs. To simplify things for participants, some companies handle all the gratuities throughout a tour, making it one less thing travelers need to worry about. These companies will provide tips to hotel staff, restaurant waitstaff, local guides, restroom attendants, bus drivers, and others on behalf of participants.
When I traveled to Egypt with Trafalgar, I was responsible for all gratuities, including tipping the guide at the end of the trip. Rick Steves’ Europe handles most of the tipping, which makes life a bit easier. I just had to tip my taxi and ride-share drivers, waitstaff when I dined without the group, and hotel staff for extra nights not included in the tour.
Travel Perks
Some tour companies offer perks and incentives to travelers. As a welcome gift, a few companies will send participants items such as guidebooks, luggage tags, wallets or money belts, duffel bags, and other useful items. Others, like Trafalgar and Rick Steves’ Europe, offer tour alumni discounts to reward travelers who have previously traveled with the company.
Refund and Cancellation Policies
Always read the fine print associated with refund and cancellation policies, especially if your travel plans are not 100% certain. Note the cancellation timeframes required to qualify for a deposit refund or travel credit. Some companies offer more flexibility in these matters, while others are strict and provide no refunds or credits.
Travelers, what other things do you look for in a tour group? Drop your thoughts in the comments section. ⬇️
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