Lookers into Bookers by Chris Torres – A Tourism Marketing Must-Read
Back in December, I was lucky enough to welcome Chris Torres as a guest on my LinkedIn Live series, where we chatted about his book Lookers into Bookers: the Tourism Marketing Blueprint. It was a packed session covering everything from sales page copy to social algorithms – and if you’ve ever wondered what Chris thinks is the most common missing ingredient on a sales page, make sure to watch the replay here.
Now, full disclosure: I’d originally bought the wrong book.
Yup – classic Genevieve move. I mistakenly ordered the earlier (and much fatter) edition of Chris’s book: How to Turn Your Online Lookers into Bookers. It wasn’t until we were setting up for the broadcast that I realised my blunder.
Chris immediately offered to send me the newer version –free of charge. A generous gesture (and honestly, very on brand). So in return, I’m offering a proper review of the new edition. Here goes.
First Impressions
The latest edition is slimmer and sharper– ideal for busy tourism professionals who don’t have time to wade through waffle. It’s the kind of book you can read in an afternoon, but implement over several months.
Design-wise, it’s easy on the eye. Clean layout, short paragraphs, and helpful subheadings. The QR code at the end of the book links you to an excellent bonus resource: the Customer Journey Toolkit, full of brand-building guides, templates and strategy sheets.
The book’s premise
Chris’s main point is clear: as a tour operator, you’re not just selling experiences. You’re a media company.
This isn’t just theory. The book walks you through a real-world example – Chris’s work with Egyptian tour operator Sinai Tours. It’s a behind-the-scenes breakdown of the marketing strategy he used to help them grow their bookings, visibility and brand authority.
And it’s all done with a “no filter, no BS” tone that keeps you turning the page.
A fresh approach to tourism marketing
- You’re watching theory in action: rather than throwing a bunch of frameworks at you, Chris shows how it’s done by applying them directly to Sinai Tours. You get to see the questions he asks, the conversations that shape the brand voice, and the logic behind every decision.
- It keeps you engaged: you get to know Carol and Atef (the husband-and-wife team behind Sinai Tours). You understand their vision. You empathise with their challenges. And – like any good story –you find yourself rooting for them.
It’s clever and it’s memorable. You’ll absorb more this way than with a bullet-pointed checklist alone.
What Lookers into Bookers Covers (and Why It Works)
Here’s a quick rundown of what the book takes you through:
- Brand development
- Logo creation
- Content and copy audits
- SEO and keyword research
- Competitor analysis
- Marketing strategy
- Website structure and optimisation
- Real-world results (spoiler: they’re impressive)
And every step is actionable – you’re encouraged to follow along and apply the same process to your own business.
Who this book is for
If marketing your business feels overwhelming…
If your “strategy” mostly involves hoping for referrals and crossing your fingers at the algorithm gods…
If you’ve never really thought about brand voice or SEO…
This book is for you.
Should You Buy Lookers into Bookers?
Lookers into Bookers is a rare beast in the world of marketing books: genuinely useful, delightfully readable, and refreshingly free from fluff. If the words “funnel” and “branding” make you break out in a cold sweat, Chris Torres will talk you down from the ledge– and show you how to turn your travel business into a booking magnet.
Loved Chris’ book? This One Picks Up Where That Left Off.
Once you’ve got your marketing strategy in place, you’ll need copy that charms the socks off your dream guests.
That’s where Boldly Go comes in.
It’s my no-nonsense guide to writing travel and tourism copy that actually works. You’ll learn how to sound more like you, sell without being salesy, and get people clicking that all-important “Book Now” button.
Keep Going! Here’s More Good Stuff
Think your copy’s doing the job? These seven subtle writing missteps might be standing between you and more bookings.
Tour descriptions are fine, but blogs build trust – here’s why adding a blog to your tourism website could be the smartest move you make this year.
And finally, from first impressions to gut instinct, here’s what to look for when choosing the right copywriter or coach for your tourism business.
Over To You
Have you read Lookers into Bookers? Drop your thoughts below –I’d love to hear what you took away from it.
