Ranch vacations are having a moment – they’ve actually been a best-kept travel secret for years, but thanks to the likes of the pandemic, and more recently TV shows like Yellowstone and 1883, travelers are embracing the freedom, charm and adventure of the great American West.
From fly fishing lodges to ranches with spas, luxury ranches to small boutique ranches, there’s truly something for everyone.
But as any pro knows, not all ranches are created equal. Booking dude ranch vacations or luxury guest ranches isn’t quite like booking a resort or cruise. It requires understanding the nuances, managing expectations and matching the right guest to the right ranch.
As someone who’s lived and breathed ranch travel for over four decades, here’s what ranch vacations expert, ‘The Ranch Guy’ Gene Kilgore, believes every travel advisor should know today.
What type of ranch does the client want?
“Let’s start with the basics”, says Gene, founder of leading ranch vacations website Ranchweb.
“There are many kinds of ranches. Your success as an advisor starts with knowing what your client really wants out of this trip”.
Here are the different types of ranches travelers can choose from, all with very different offerings from the next.
“Think beyond the ‘ranch’ label”, advises Gene. “Some travelers dream of riding horses every day and helping with cattle. Others want spa treatments, gourmet dining and a curated wine list. There’s really a ranch for everyone!”
Gene’s travel advisor tip: Match the ranch’s vibe to your client’s expectations for comfort, adventure and social connection. Ask questions early, this is not a one-size-fits-all vacation.
When to go on a ranch vacation
“Ranch seasons matter. Most ranches, especially those in mountain states like Montana, Wyoming, or Colorado, are seasonal, typically operating from late spring to early fall. Some, particularly in the south west, stay open longer.
“This kind of dramatic seasonality affects everything,” warns Gene, “From access to the ranch, to available activities. Spring and summer are prime times for horseback riding, cattle drives, fly-fishing vacations and hiking.
“Only select ranches are open during the winter months and with these, think snowshoeing, cross-country skiing, or cozy lodge vibes. Ranches in Arizona and Mexico are also open if you’re needing some winter sun!”
Gene’s travel advisor tip: Always double-check what’s actually offered during your client’s travel dates.
Who's going on the ranch vacation?
The best ranch experiences are the ones that fit and ranches today are incredibly diverse.
“Some specialize in multigenerational family travel, while others are ideal for romantic getaways, solo travelers, or group retreats” advises Gene.
“There are also ranches that cater to special interests like weddings, winter sports, wine tasting and more."
Gene’s travel advisor tip: Look for ranches with flexible lodging and dining that can accommodate a variety of needs, especially for multi-gen families and groups.
How to get to a guest ranch
“Here's a heads-up on something that many agents overlook,” advises Gene.
“Getting to the ranch is often half the adventure! Ranches are typically located in very rural, remote areas. Your clients may fly into a major airport and then have to drive two or more hours.
“And not all ranches offer transportation, so rental cars might be necessary. Also consider road conditions, especially in spring or fall.”
Gene’s travel advisor tip: Confirm travel logistics early: airport proximity, transfer options and whether your client is comfortable with remote travel.
All-inclusive ranches vs. a la carte
“Most ranches are all-inclusive, but that doesn’t mean everything is included,” says Gene.
“Meals, lodgings and group activities (like trail rides) are usually covered, however private and a la carte experiences (e.g., one-on-one riding lessons, fly-fishing guides, spa services and chefs at private ranches) may carry extra charges.”
Gene’s travel advisor tip: Set clear expectations about inclusions and exclusions. Transparency avoids surprises – and unhappy clients.
Things to do on a ranch vacation
Gene is also keen to remind travel agents and advisors that it’s really important to know that ranch vacations have truly evolved. They're no longer just about horseback riding and hayrides (though those are still a blast!).
Today’s ranch vacations offer tailored themes and programs like:
- Wellness experiences: Yoga, clean eating, spa days
- Adventure ranches: Cattle drives, wilderness skills
- Nature and wildlife: Birdwatching, fly-fishing vacations, hiking
- Events: Wine tastings, cowboy poetry weeks, horsemanship clinics
Gene’s travel advisor tip: Ask your ranches about any special packages, seasonal or one-off events; they can be a game-changer for the right client.
How to book a ranch vacation
Since the pandemic, demand for outdoor adventures and ranch vacations has skyrocketed.
“People want wide-open spaces, fresh air and meaningful experiences,” says Gene. “Ranches – many of which are small and family-owned – have limited capacity and often book up fast, especially during peak summer or holiday weeks.”
Gene’s travel advisor tip: Urge your clients to book early, even six to 12 months in advance, to secure preferred dates, lodging and experiences.
Start your search here!
Are the guest ranches up to scratch?
Gene reminds us that, like many travel offerings, not all ranches are created equal.
“Quality, safety and service levels can vary widely. Use reputable sources like leading ranch vacations websites Ranchweb, Top50 Ranches or other industry experts to connect with ranches.
“I myself personally vet all the ranches on Top50 Ranches and Ranchweb to make sure they’re up to standard – of course Top50 Ranches showcases the very best 50 ranches in the world!
“Also, read recent guest reviews and testimonials, not just the polished marketing copy, and talk directly with ranch owners and managers, they love to help and get to know their guests."
Gene’s travel advisor tip: Build relationships with trusted ranch vacations experts; they’ll help you deliver better matches and more seamless bookings.
What do they want from a ranch vacation?
“Here are the questions you need to be asking your client when they come in looking for that unique travel experience,” suggests Gene.
“These will help you filter options and demonstrate your value as a true ranch vacations travel pro.”
- What’s your horseback riding experience?
- How ‘rustic’ vs. ‘luxurious’ are you comfortable with?
- Are you hoping for social dining or private tables?
- Do you have any dietary or mobility needs?
- Is this a family trip, romantic getaway, or group experience?
Search for ranches, plus commissions for Travel Advisors
"Another handy travel planning tool for you or your client to use while searching for ranch vacations, is the Ranchweb Check Availability tool," advises Gene. You simply fill out the form with as much information as you can and you will hear direct from ranches on the same or next day, and be able to begin your selection process.
"Lastly, don't forget to contact each ranch individually and check their commission structure," says Gene. "We at Ranchweb provide a dedicated Travel Advisor Center, a simple interface for viewing our ranches, rates and more, just log in or sign up to get started!"
Saddle up for success
“It’s important to remember,” closes Gene, “That booking a ranch vacation isn’t about just finding a place to stay and go horseback riding like a cowboy. It’s about curating an unforgettable, deeply personal experience rooted in the spirit of the West.
“By taking the time to know your client and understand the many flavors of ranch life, you’ll not only win their trust, you’ll keep them coming back year after year. Oftentimes, a ranch vacation isn’t a once-in-a-lifetime experience, people go back again and again.”
So partner up, stay curious and keep exploring! The world of ranch vacations is wide open and waiting for you to ride on in!
Top50 Ranches and Ranchweb bring the best of ranch country to the world, our team is working each day to bring you and ALL our ranches more worldwide visibility and reservations.
Sign up to our Ranch Report newsletter to keep on top of all our ranch vacations news and call or email Gene at happytrails@ranchweb.com any time with your thoughts or queries. We are here for you!
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More ranch reading:
What is a Dude Ranch Vacation? A Beginner's Guide to Visiting Cowboy Country
Why Travel Advisors Need To Start Promoting Ranch Vacations Today
Written and created by Kate Hammaren; luxury and adventure travel writer, editor and world traveler.