What can a tour operator actually do with AI right now — not in five years, not in theory, but today? Oliver Green tells us.

In this episode of the Everything AI in Travel Podcast, I sit down with Oliver Green, founder of Tourstack and former co-founder of Carpe Diem Tours, to get extremely practical about what AI can already do inside a tours and activities business.

Ollie isn't just talking about AI. He's building with it — connecting Claude and AI agents to booking systems, websites, Slack, Google Sheets and other parts of the tour operator tech stack.

We work our way through some of the things he believes operators should be doing today, including:

 Build a company brain — give AI context around your products, pricing, meeting points, guides, costs and business knowledge.

 Connect your systems — bring together booking data, calendars, Google Sheets, marketing data and other tools so AI can actually work with your business.

 Turn spreadsheets into dashboards — combine marketing, social, promo-code and sales data and let AI surface the trends rather than manually trawling through sheets.

 Build an AI revenue-management capability — Ollie explains how he's connected booking availability and business economics so an AI agent can identify underperforming departures and recommend pricing changes.

 Plug AI into Slack — allowing teams to ask questions of company data and enabling agents to proactively flag things that need attention.

 Audit — and fix — your website for SEO and AI discovery — using AI to identify technical problems, structured-data opportunities, missing content and other improvements, then potentially implement them.

We also dig into one of the big questions facing tour operators as AI-powered search and agentic commerce develop:

Do OTAs have an inherent advantage because their product data is already structured for machines?

Ollie's argument is that independent operators still have an opportunity — but sitting around waiting isn't the strategy. Websites, structured data, reviews, FAQs, rich content and product information need to become increasingly machine-readable.

We also talk about security, commercially sensitive data, running AI models locally, controlling API costs and why Ollie thinks someone inside a tourism business should be spending serious time every week experimenting with this technology.

If you run a tour, activity, attraction or experience business, this is one of those episodes where you'll probably want Claude or ChatGPT open in another window while you're listening.

And we only made it through five of Ollie's ten ideas — so there may need to be a Part Two.

Subscribe for more conversations with the founders, operators and builders working at the intersection of AI and travel.

#TravelAI #AI #TravelTech #ToursAndActivities #Tourism #TourOperator #ClaudeAI #AgenticAI #TravelMarketing #SEO #AEO #ArtificialIntelligence #EverythingAIInTravel

Hear the episode here.

In 2026 the podcast is now found on Spotify, Apple Podcasts and now also YouTube (and if you hit subscribe there, you get it before everyone else). You can also catch up on the whole of Series 1 now also fully available in these channels.

Sponsor the podcast

Got a business the travel world needs to know about. Check out our sponsorship options here