CRM and automation for tour operators and travel agencies.
Updated
Where do tour operators and travel agencies lose money?
The request arrives by email and the tags are lost.
A website form lands in an inbox, a manager calls back and creates the lead by hand, and the UTM tags stay in the email. In the report that lead counts as “other traffic”, so nobody can say which campaign brought it. We create the lead in the CRM straight from the form, with the tags in the lead’s own fields.
One traveller, five leads.
Someone fills in a form on the main site, then on two landing pages, then calls. The CRM now holds five leads, more than one manager may call the same person, and the analytics count five enquiries. We merge one person’s requests from the same day into one lead.
Nobody can see which landing page sells.
Every destination and every departure date gets its own landing page, and in the CRM they all blur into one source. We add a “source site” field and a filter, so leads and deals can be viewed site by site, and new landing pages are added to the list automatically.
Messengers live outside the CRM.
Facebook, Instagram, Telegram and Viber are answered from different phones and accounts, and later nobody can find what was said to the traveller. We connect the channels to the CRM, give each one an owner, and the conversation lands on the traveller’s record.
The trip ends and the traveller disappears.
After the tour the contact sits in the database until the person gets in touch again. We set up separate deal pipelines for upsell and reactivation in the CRM and send birthday greetings by SMS automatically.
What does an Auspex rollout look like for a tour operator?
- 01
List every way a request comes in.
Main website, landing pages, telephony and call tracking, messengers, the website widget. For each source we check what it actually passes on: tags, page address, phone number.
- 02
Turn every request into a CRM lead.
The website is integrated through the REST API, landing page forms through a webhook to our handler. UTM tags go into the lead’s standard fields, and source rules separate SEO, paid social and search ads. Search ads and organic search both arrive with utm_source=google, so a workflow also reads utm_medium.
- 03
Merge same-day duplicates.
When a new lead appears, a script looks for this person’s requests since midnight, moves the data and activities (calls, emails, chats) into the first lead, and deletes the duplicate. It takes up to a minute.
- 04
Split leads by site.
The “source site” field fills itself, and leads and deals can be filtered by site together with traffic source, period and tour. If a landing page is not on the list yet, the handler adds it.
- 05
Bring in messengers and repeat sales.
Facebook Messenger, Instagram Direct, Telegram and Viber in the CRM, a website widget instead of a separate chat, upsell and reactivation pipelines, birthday greetings.
What changes for a tour operator?
Which systems do we build on?
- Bitrix24 (CRM + end-to-end analytics + automation rules and workflows)
- Website integration via REST API (PrestaShop included)
- Landing page forms → webhook → handler (Formspree, Windmill)
- Same-day lead merging (outgoing webhook)
- Open channels: Facebook, Instagram, Telegram, Viber + website widget
- Telephony and call tracking (Binotel)
While forms go to email, duplicates pile up and most leads sit under “other traffic”, the ad budget is split by guesswork. Put every request into Bitrix24 as a lead with its tags, merge the duplicates, split leads by site, and you can see which landing page and which campaign bring in travellers.
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Tour operator
Frequently asked
01 Why does end-to-end analytics show most leads as “other traffic”?
Everything that arrives without ad tags ends up there. Most often these are leads a manager created by hand after a website email, and enquiries from Viber and Telegram, which pass no tags. There can be another cause: on some Bitrix24 plans end-to-end analytics only works up to a set number of CRM records (on Professional it was 100,000 in 2025), and a database over the limit is counted wrong. For our tour operator, a database cleanup and a higher plan fixed it.
02 How do we avoid duplicates when a traveller writes from several landing pages and then calls?
We merge requests within the day. Cloud Bitrix24 has no trigger that fires before a lead is created, so the lead does appear first; within a minute a script moves its data and activities into that person’s first lead of the day and deletes the duplicate.
03 Does every new landing page have to be added to the CRM settings by hand?
No. The handler adds a new landing page to the source list itself and writes the UTM tags into the lead’s fields. On your side there are two steps: a hidden field with the site address in the form, and the handler’s address in the form settings.
04 How do you tell search ads from SEO if both have utm_source=google?
By utm_medium: cpc means ads, organic means search. Bitrix24 does not let you add utm_medium to a source’s settings, so a workflow runs when the lead is created, checks both tags and sets the right source.
05 Can the CRM handle tour groups and repeat sales?
Yes. Repeat sales run in separate deal pipelines for upsell and reactivation, with the trip history kept on the traveller’s contact. Tours and tour groups that now live in Google Sheets can move into a separate CRM object linked to deals; we scope that work separately.