Optimise your rates without burning out — a method for outdoor guides

Many guides have rates inherited from the past or simply copied from peers. This guide helps you build a clear rate structure, adjust it with data rather than gut feeling, and leave room for the human relationship.

Start with a simple observation: your rates are not set in stone

Many guides have inherited rates ("that's what everyone charges around here", "I don't dare raise them", "I'll adjust later"). The result: days that are underpaid relative to the actual investment, huge gaps between highly demanding services and easier ones, and the feeling of being constantly overwhelmed... for an income that does not keep up.

Taking control of your rates does not mean changing everything overnight. It means having a clear rate structure, evolving it step by step, and basing it on what you actually observe in your business.

Step 1: Understand where your energy goes

Before talking numbers, you need to see where you spend your time and energy. For each type of outing, consider preparation (scouting, weather checks, client exchanges), logistics (travel, overnight stays, specialist equipment), the day(s) in the field, and debrief / follow-up / admin.

With a minimum of tracking (for example in a tool like GuideMate), you can already identify:

• The number of days per activity type,
• Which products exhaust you versus those you enjoy leading,
• The periods when demand is so high you turn people away.

This lets you identify under-priced activities (high commitment, strong demand, thin margins) and those that are reasonably priced.

Step 2: Build a clear rate structure (for you and your clients)

The goal is a rate structure that holds up without becoming overly complicated. A simple base can include:

• Daily / half-day engagement rate,
• Supplement beyond a certain group size (following the rules of your profession),
• High season / low season differentiation or peak demand days (e.g. school holidays).

Optionally: multi-day trips with a package price (and clear accommodation / transport terms), or specific add-ons (technical courses, equipment loan, etc.).

The key is that the rate structure remains readable for the client: limit special cases in the public-facing version and keep an internal margin of flexibility (occasional discounts, bundled offers for loyal clients).

Step 3: Adjust gradually rather than overhauling everything

You do not have to change everything at once. Start by:

• Slightly increasing rates on slots or activities where demand clearly exceeds supply (and where you are already turning people away),
• Revaluing highly demanding services (technical, remote, tougher conditions),
• Clarifying packages to avoid accumulated "free" extras (overtime, long drives, etc.).

Then observe: do enquiries actually drop or stay stable? Does your feeling about those days change?

Step 4: Use your data to decide, not just your gut feeling

With simple tracking (number of days per activity type, high season / low season split, unique clients vs returning clients), you can ask concrete questions:

• Which types of outings generate the most days per year?
• For which products am I consistently fully booked well in advance (a signal that the rate may be too low)?
• Where am I giving more than what is included (time, energy) without it being reflected in the rate?

A tool like GuideMate helps you get this overview without having to recalculate everything by hand: season view, activity breakdown, day history per client. Pricing decisions become more evidence-based.

Step 5: Leave room for the human relationship

Optimising your rates does not mean becoming inflexible. You can keep some leeway for special cases (young local clientele, projects close to your heart), choose to make occasional gestures — but on your terms, instead of being pushed into it every time — or offer preferential rates to very loyal clients... knowing that, overall, your rate structure holds up.

The aim is for your rates to reflect the true value of your work, while remaining clear for your clients.

FAQ — Optimising your rates

I'm afraid of losing clients by raising my rates. What should I do?

Start with the slots where you are already turning people away or where demand is very high (holidays, sought-after weekends). A slight increase on these slots is often well accepted. For the rest, a gradual increase (a few percent per year) is less noticeable than a big jump all at once.

Should I display my rates on my website or give them on request?

Both approaches have merit. Displaying a rate structure (even indicative) reassures clients and filters enquiries. Keeping rates "on request" allows you to personalise based on the project. Many guides use a mix: a public base rate and details on request for bespoke projects.

How do I know if I'm in line with the market?

By talking with other guides (professional association, network, guide office), by looking at comparable offerings (same activity, same area, same type of service) and by factoring in your specialisation. The market gives you a range; your level of commitment and the actual demand you observe allow you to position yourself within — or above — that range.

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