Great questions! I love your curiosity and willingness to colour outside the lines 🙂
My short answer is, do both. By doing this for customers taking the tours, you will identify key benefits for them. Armed with this information, you’ll very likely be able to sell a stronger value proposition to the tour companies. At the end of the day, your primary customer is the tour operators – since they are paying for your products/services. But you have the added job of convincing them why this will be of benefit to their customers, who are your secondary customers.
Erin.