When most operators consider adding photography to their tours or activities, they envision a familiar scenario: a photographer tagging along, stopping the group frequently to pose guests for photos.
At Smiler, we do things differently. With our global network of over 20,000 vetted photographers, we bring a new approach to tour photography that prioritises authenticity and seamless integration.
Our photographers become part of the experience, capturing candid, natural moments without interrupting the rhythm. The result is a collection of photos that guests genuinely love, ones that reflect the true essence of their journey.
Today, we’re inviting you to step into the shoes of your guests and explore what it feels like to receive professional photography as part of their tour or activity. We’ll walk you through every stage of the process, from the moment the photographer joins the group to the final delivery of a beautifully curated photo gallery.
Along the way, you’ll discover how Smiler transforms a good tour into an extraordinary experience that drives revenue, powerful marketing assets, reviews, and more!
Imagine a tour guide leading a group through a historic landmark. A Smiler photographer slips into the group, timing shots between stories and interactions. No staged poses or awkward interruptions.
Photos are captured organically while guests are engaged in the experience. The guide doesn’t skip a beat and the itinerary stays on track. By the end, the group is unaware they’ve just been part of a photo shoot. As the tour concludes, guests receive a QR code printed on a thank-you card. It’s the beginning of a post-tour adventure!
One of the biggest concerns for our tour and activity operators have always been the logistical complexity of photo distribution. Integrating professional photography into tours and activities at scale hasn’t been easy—until now.
Smiler bridges this gap by combining cutting-edge AI technology with personalised photo galleries, creating a seamless process that makes photo distribution easier than ever.
After the tour concludes, our photographers have 48 hours to edit and upload the photos to our system. During this time, AI sorts photos by person and groups them into personalised galleries. Once the galleries are ready, guests can view and download their photos through their QR codes. For partners, this entire process happens without any manual work. Guests simply receive beautifully branded galleries that feel tailor-made for their business.
While the visual appeal of the gallery is undeniable, its true power lies in the emotions it evokes. When guests open their personalised gallery of tour photos, they get to relive their experience all over again. Studies show that recalling positive memories triggers the release of oxytocin, often referred to as the “bonding hormone.” This chemical reaction creates a deep sense of connection, both to the memory itself and to the brand associated with it.
This emotional reconnection is where the real opportunity lies. When guests feel deeply connected to their experience, they’re more likely to act on those feelings. Writing a review becomes less of a chore and more of a natural extension of their enthusiasm. They’re more likely to share their photos on social media to spread the word to friends and family.
Moreover, the timing of the delivery amplifies its impact. Receiving the gallery within 48 hours ensures the experience is still fresh in their minds. Psychologically, this proximity strengthens the association between the memory and your brand. It’s why so many guests describe the arrival of their photo gallery as a highlight of their overall experience because it extends the joy beyond the physical boundaries of the tour.
“Whenever we see the customers actually post those photos on a Google Review or on TripAdvisor… When you see that piece of it happen and you can see the joy on their face and you can see they’re really having a great time, that just speaks volumes… It’s one of those things that I think is really special and helps drive the overall business. As you start to scroll through the Google Reviews… very often there’s a Smiler image added to them as well.”
Peter Brown - Director of Business Development, Big Bus New York
Smiler’s photo galleries create a functional, engaging experience that serves multiple purposes simultaneously. Let’s break down how specific design elements contribute to the success of a gallery.
First, customisation and usability. Every gallery prominently showcases our partners' logo front and centre, reinforcing the connection between the experience and the brand. Through rigorous testing and optimisation, we’ve crafted a layout that guarantees maximum engagement and a better user experience.
Our galleries don’t stop at delivering photos, they provide opportunities for further engagement. For instance, customisable links embedded within the gallery can direct guests to related tours, exclusive offers, or your website. These calls to action are never intrusive; they’re strategically placed to complement the experience.
Reviews and marketing consent are handled with equal finesse! Instead of bombarding guests with requests, our galleries incorporate gentle prompts at the right moments. With one click, guests are directed to your preferred review platform, whether it’s Google, TripAdvisor, or TrustPilot. Similarly, the prompt asking for permission to use their photos in marketing materials is crafted with care, ensuring guests feel valued rather than pressured.
Statistics underscore the effectiveness of this approach. On average, 40% of guests willingly grant marketing consent, providing businesses with a steady stream of authentic visuals. That’s 400 authentic tour photos from every 1000 guests that you can feature on your website, social media, or campaigns. These user-generated photos carry extreme value because they’re genuine and relatable. Prospective customers trust them more than staged stock images, knowing they represent real experiences.
To bring these concepts to life, let’s walk through a sample gallery from a recent tour our team has joined! We’ve created a short video walkthrough that visually demonstrates every step of the process—from the initial QR code scan to exploring the final gallery.
The seamless integration of branding, share-worthy photos, intuitive navigation, and strategic calls-to-action transforms what could have been a simple photo delivery into an emotional journey that creates a standout guest experience while driving business impact.
