Differences are identified between the preferred information and learning channels of small and medium‐sized tourism enterprise (SMTE) proprietors, who have an interest in business operations (growers) or who have relatively less interest (lifestylers). Lifestylers sign up frequently to tourism industry associations, whereas growers have a tendency to join generic business groupings. The most common information for both groups is marketing related, and intensive use is made of online information to support day‐to‐day business operations. In aggregate, SMTE proprietors are avid information seekers, attaching importance to the advice provided from experienced and trusted sources. Growers proactively gather information about general management as well as tourism‐specific knowledge. Adopting a ‘one size fits all’ approach to providing information for the SMTE sector is unlikely to be effective. Copyright © 2012 John Wiley & Sons, Ltd.