Hubtown Tours founder Ted Clark is all about Boston. Working with iconic institutions on the city’s Freedom Trail, like Paul Revere House, Old South Meeting House, and the Boston National Historic Park, he laid the groundwork for one of Boston’s most engaging history tour companies.
The journey began in 2016, with Ted leading private tours and relying on word-of-mouth recommendations to draw in guests. Today, Hubtown Tours hosts up to 50,000 guests each year on its in-depth, small-group experiences that delve into the city’s revolutionary past.
“The idea was to create a tour that wasn’t just about seeing the sights but truly understanding the history and significance of each landmark,” Ted explains. From its inception, Hubtown Tours has set itself apart with meticulously researched narratives and an authentic touch that relies on facts and storytelling over period costumes. The flagship Freedom Trail tour, an immersive 2.5-hour journey through the Massachusetts capital’s most significant places and stories, is its flagship. Over the years, Hubtown has expanded its headcount and tours, with the Black Heritage Trail and Back Bay tours designed to uncover the less famous stories of Boston’s past. Here, Ted shares the company’s growth, challenges, and how it works with GetYourGuide to reach a global audience.
Why did you start Hubtown Tours?
“I had been working in various cultural institutions on the Freedom Trail in Boston, including the Paul Revere House and Old South Meeting House, where the Boston Tea Party began. With those two museums under my belt, I got very lucky with a job with the National Park Service, across Boston National Historic Park, which incorporates 16 Freedom Trail landmarks. I felt like I’d been interpreting every site I led tours in, and after two years, I decided to start this venture. I’ve been running Hubtown Tours for eight years, but I’ve been working on the Freedom Trail for well over a decade.”
Was it challenging to grow the business on your own?
“It was a one-man operation for many years with lots of ups and downs and a global pandemic in the middle. At that time, all of the concierges and travel agents recommending me got laid off, so I pivoted from private tours back to public tours — which hadn’t worked in the beginning — to find a different market. That is the main 2.5-hour tour we sell on GetYourGuide today, four years on. It’s been a quick trajectory from there.”
You partnered with GetYourGuide in 2021; did you have experience working with OTAs in the museums?
“None of the museums I worked at used OTAs at the time; they relied on word of mouth and foot traffic. My initial experience with OTAs was mixed, but the pandemic forced me to reconsider and explore new avenues when my initial sources of bookings stopped. With GetYourGuide, I found a much-needed new way to reach customers.”
How did that change the business?
“OTAs are now our primary source of clients. We have mostly domestic travelers joining our tours; around 85 percent of Boston’s visitors are from the US, and most of that international 15 percent comes through GetYourGuide for us.”
Do you notice a difference in the kind of visitors that come through GetYourGuide?
“They’re often more discerning, engaged, and willing to invest in understanding Boston’s history more deeply. By and large, they want to be there, and they’re excited. They don’t just want to see it as quickly as possible and snap a few photos. It’s particularly gratifying to meet folks from around the world and share the stories of Boston because what happened here is not just American history; it had ramifications globally.”
Do the stories surprise people?
“One of the most surprising reactions is from British visitors who come in feeling apologetic or expect to be shamed about historical events. It always provides a laugh, but then they find a balanced narrative. We also have locals who discover significant historical sites they never knew existed in their neighborhood — many of the places we visit and talk about don’t even have plaques, so we tell the full story.”
How have the tours evolved over the years?
“Our flagship Freedom Trail tour has grown in length and depth to 2.5 hours, but we wanted to go beyond that and explore other significant historical narratives. The Black Heritage Trail and Back Bay tours we now run focus on the abolitionist and suffragist movements, respectively. So much of the American Revolution happened in Boston, but I’d argue there are more than three revolutions that happened over the life cycle of this country.”
How do you ensure a quality experience as the company grows?
“We have a rigorous training process for guides — there are 25 in the team now — and they are encouraged to write their own tours within a provided framework. It ensures consistency, but also authenticity and passion in their storytelling. Positive reviews are crucial in attracting more guests, too — we read every one and give feedback to our guides.”
What data from GetYourGuide helps you grow and evolve?
“The analytics from GetYourGuide are invaluable, and the platform is pretty user-friendly. The seamless API connection allows us to set prices in real-time. The itinerary builder and visual cues for tour routes effectively set customer expectations. And it’s good to see where our bookings are coming from. We manage the account ourselves, but the tools and dashboard on GetYourGuide make it easy to manage our listings and bookings.”
Key Takeaways
- Hubtown Tours’ year-over-year ticket sales and revenue through GetYourGuide have more than doubled each year since joining in 2021.
- Hubtown Tours expanded its international reach and found success with its public tours when it partnered with OTAs.
- A seamless API integration and user-friendly data allow Hubtown Tours to manage its pricing, tours, and bookings autonomously without an account manager.
- The flagship tour has expanded to three tours, covering Boston’s broader history and satisfying demand.
- A majority of Hubtown Tours international customers book through GetYourGuide.
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