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My experience is the biggest Retailers aren't necessarily penalized for having the same content as other sites.  I regularly compete with Amazon, Home Depot and two other websites for the same keywords from Motorola.  Typically, Motorola, Amazon, and Home Depot win those top three spots with their canned data.  Motorola should win as they're the manufacturer.  The rest of us are competing for the the fourth spot on the page.  The smaller competitors have better and deeper content.  We even have higher Moz scores but still rank lower.  So if you're one of the Big Boys don't sweat it so much.  If you're not, start with your best selling sku and get busy.

I suggest writing about unique buildings on the tour and your favorite bars and restaurants on the tour.  You might even create a sample Pub Crawl tour that follows your bike route.  Engage different readers who can become potential customers.

Given the fact that we are all trying to enhance the SEO of our sites, I'd probably take a different tact.  I'd go ask those sites for a coupon to share with my Readers and then ask site would throw a link up about my bike tours on their site.