Understanding the Travel Trade

The travel trade is comprised of a network of professionals dedicated to creating and selling travel experiences. This group includes:

• Group Tour Operators: Crafting and selling trips for groups.
• Receptive Operators: Specializing in international markets and packaging travel in their local area to sell to group tour operators.
• Travel Advisors: Planning and selling travel directly to individual consumers.

There is one more important component to this eco-system. Who sells the travel experience to the travel trade? That’s where tourism offices, Destination Marketing Organizations (DMOs), attractions and accommodations come in.

Travel Trade Shows

So – how and where do all these travel professionals connect to do business? One of the most common and effective ways for the tourism industry to connect is by attending travel trade shows.

At a travel trade show, the travel trade are the “buyers” and the destinations, attractions and accommodations are the “suppliers.” These shows on average span 2-5 days and typically include a series of short appointments where the suppliers sit down with the buyers on an individual basis. That’s right – speed dating for travel!

Registration fees for travel trade shows are often waived or discounted for the buyers, because the more buyers that attend, the more suppliers will want to meet with them. Suppliers typically pay the full registration fee. Also attending these industry shows are sponsors. These are typically vendors who work within the travel and tourism industry – for example, media companies, manufacturers and others who want to collaborate with the buyers and suppliers. This provides a wonderful forum for people to do business. In addition to the short meetings, there are always networking events (primarily in the evenings) where all attendees can casually connect and build relationships.

There are several trade shows available for travel trade professionals, ranging from regional, to national, to international in scope. It can be a daunting task to determine which is the best show for you, regardless of whether you are a buyer or a supplier. Shows vary in location, size, and format.

Here are a few of the top shows that should be considered for travel trade sales:

American Bus Association (ABA)

ABA Marketplace. This week-long event is the largest trade show for group tour business in the country. Over 3,500 attendees come together in January or February every year to kick off a new year of business opportunities. In addition to seven-minute pre-scheduled appointments on the meeting floor, there is a trade show space with exhibit booths of various proportions. Educational sessions are also offered throughout the event. Free 30-minute seminars featuring personal, professional and industry training are available to all attendees every day of the event.

• Duration: 5 days
• Meetings: Pre-scheduled appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: breakout sessions, education “bites,” roundtable
• Differentiator: Largest group tour show in U.S.A.

National Tour Association (NTA)

NTA Travel Exchange. NTA’s annual convention is a week-long show that happens in November or December every year and features buyers of all sizes who package travel to, from and within North America. The attendees represent the United States, Canada and 30+ countries worldwide. Different from ABA Marketplace, a component of this event is targeted toward the international market. Also offered are seven-minute pre-scheduled appointments, a trade show with exhibit booths, and educational opportunities throughout the event.

• Duration: 5 days
• Meetings: Pre-schedule appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: seminars in 4 tracks
• Differentiator: International component

Ontario Motor Coach Association (OMCA)

OMCA Marketplace. This event is basically the Canadian version of ABA’s Marketplace. The buyers who attend are primarily Canadian. This travel show is held in various Canadian destinations and takes place on an annual basis, usually in November. This event is 3 days in length and the scheduled appointments are 8 minutes. The format and style, as far as trade show and educational sessions, are similar to ABA’s Marketplace and NTA’s Travel Exchange. Smaller in scale with only a few hundred attendees, this conference is great for those suppliers who are looking to secure Canadian business!

• Duration: 3 days
• Meetings: Pre-schedule appointments, 8 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: daily sessions for tour operators, coach operators and sellers
• Differentiator: Buyers are primarily Canadian

Travel Alliance Partnership (TAP)

TAP Dance. This 3-day travel show is a national conference, however at a much more intimate size, occurring annually in May or June. The typical attendance at TAP Dance is less than 200 people, unlike the thousands of attendees at ABA & NTA. Buyers at this gathering are comprised of approximately 20 individual tour companies throughout North America who collaborate by buying and selling tour product from each other. The tour operator partners (or buyers in this case) and suppliers (sellers) make up the organization that is Travel Alliance Partnership. The suppliers are organized in regional groups of 3-5 sellers, called pods, and each individual pod meets with every buyer in 25-minute meetings. This event offers a much more collaborative experience, allowing for more detailed conversations and time for relationship building. The smaller size also allows for more networking time with the tour operators at meals and evening events.

• Duration: 3 days
• Meetings: Pod appointments, 25 minutes long
• Show: Individual appointments only
• Educational opportunities: Programming at meals
• Differentiator: A more intimate and collaborative experience

Unlocking Opportunities at Travel Trade Shows

These are some of the national travel trade events that should be considered. There are also many regional travel trade shows that are shorter in length (1-2 days), some including appointments and others entirely trade show exhibits. A quick online search of “travel shows in x region, state, etc.” will provide options of local and regional opportunities.

Travel trade shows are invaluable for professionals seeking to expand their networks, discover new business opportunities, and stay ahead in the competitive travel industry. Whether you’re a buyer or a supplier, these events can unlock connections that will significantly impact your business.

Learn more about how to maximize your trade show experiences, through preparation, communication skills, and follow-up:

Maximizing Your Tradeshow Experience Through Effective Listening and Communication Skills

Maximizing and Proving Tradeshow ROI

Making a Splash: How to Maximize Reach for Your Brand at a Tourism Conference

The post Top Travel Trade Shows for Industry Professionals appeared first on Travel Alliance Partnership.

My answer: yes and no!

Group travel in its most traditional sense – loading 50 seniors on a bus and carting them around for several days on a sightseeing tour with stops for dining and maybe a show – is slowly going away. It is being replaced by smaller, more active groups with varied interests seeking flexible travel options.

Through my discussions with our TAP Tour Operator Partners in recent years, recognizable trends continue to emerge. Let’s take a look at the key themes in the evolution of group travel.

The New Dynamics of Group Travel

It used to be that if your business or attraction could not accommodate at least 50 people all at the same time, you were not a fit for the group travel industry. That old way of doing business is a thing of the past. In the post-pandemic world of group travel, the way we think about a group has been forever changed.

Smaller Group Sizes

Travelers prefer smaller groups, and they are willing to pay a higher price for a bus that is half full, allowing for more personal space and an intimate experience. They seek more relaxed and slower-paced itineraries that focus on deeper experiences with fewer destinations per trip.

Implications for businesses & attractions

Think about the varying sizes of groups you want to attract and structure your price discounts accordingly. A smaller group may purchase more of your products because they will have more time to spend in your shop. They are also more likely to tell their friends and promote return visitation when they have a deeper connection.

Businesses and attractions working with smaller groups should consider the needs of the tour operator that is packaging your product. The tour operator is marketing your business for you, and they need to make a margin on the sale. Gone are the days of offering group discounts on groups of 35-50. To truly gain the benefits of this lucrative market, your tour partners require group discounts even if the group size is 12, 20 or 30 people. One way to enhance your offering and charge a little more is to add on unique experiences that a traveler cannot buy directly. This will give the tour operator a competitive edge in marketing your business as part of their package.

Group Demographics

Once thought of as only catering to retired senior citizens, the group tour industry is quickly changing to attract a wider variety of travelers. Programs with more choices and freestyle itineraries attract a younger customer who loves to have someone else do all the trip planning.

A sharp rise in female travelers is driving destinations to rethink their group offerings to appeal to this niche group. This market requires different room configurations – think singles instead of double doubles. They also look for unique experiences that appeal to a broad range of interests from women’s history to adventure to food and culinary.

Another niche market that is picking up steam is the Black traveler who seeks Black culture, history, and experiences.

Reinventing Group Travel Products

The Rise of New Destinations and Attractions

Tour operators are building programs to meet consumers’ demand for off the beaten path and lesser-known destinations. Travelers are still checking off bucket list items, and a visit to a big city is still on the list – however, the experience has evolved beyond the main attractors. Smaller destinations that may not previously have been able to attract travelers away from the better-known destinations are seeing a surge in interest from group tour operators. Itineraries and travel products include more outdoor activities, smaller towns, and out-of-the-ordinary, quirky places.

Implications for destinations big & small

This group travel trend is truly exciting for all destinations large and small. It’s good news for big cities that want to spread the visitor economy around to their little-known neighborhoods. Groups want to go deeper into the culture and people of the area. This is a perfect opportunity to show off unique neighborhoods and the businesses within them.

The rise in popularity of learning experiences provides an opportunity for small destinations to tap their local experts in new ways. From naturalists sharing a favorite hike to craftsmen, crafters and creators showing off their trade, programs that teach or offer hands-on demonstrations are becoming favorite additions to trips.

No matter the size of the destination, storytelling continues to be an important part of the trip. Think beyond the step-on guide or the experience itself. Younger travelers want to know more about the full array of what is happening at the destination. They are seeking interpretation of the natural surroundings and the stories behind them.

New Active Itineraries

As group demographics have expanded to include younger travelers, tour operators are offering more active itineraries – often with more flexibility, enabling a group to arrive in a destination and split up to explore on their own. Outdoor recreation has increased in popularity, leading to more nature focused itineraries, exploring national parks and natural wonders. Small group expeditions are a popular way to experience true adventure with the added benefits of a tour guide, and the convenience of a pre-planned itinerary that you can simply book and go.

Exclusive Experiences

Tour operators are prioritizing experiences that travelers cannot get on their own, to help attract new customers. Themed events and dinners are very popular, and many DMOs and tour operators are working together to add these special touches to their itineraries – and sometimes even surprising their guests with an unexpected “mystery” experience that is kept secret until it happens.

Steve Vance, from the Grand Adirondack hotel in Lake Placid NY, shared with us a great example of a mystery experience:

The Grand Adirondack Hotel in Lake Placid includes a complimentary welcome reception for each motor coach group tour on arrival. This usually includes drink vouchers per person and a cheese cracker board. Where the mystery “wow” factor happens is after welcoming the group: we announce that we are going to play a mini version of the old TV show “What’s My Line” adapted to: “What’s my Olympic Sport” and “will the mystery guest sign in please.” We pre-schedule a former Olympic Champion/Medalist that lives in Lake Placid to be behind the curtain in the room. We then pre-select several volunteers from the group to play the game. We then give clues to the participants about which Olympic Sport the athlete competed in. The first contestant that correctly “buzzes in” with the correct answer wins a prize from the hotel. The Olympic Athlete “appears” and meets the entire group for a quick presentation, meet and greet, autographs and photos with the athlete/Olympic medal.

Rail Travel for Groups

Rail journeys are a growing travel method for both independent and group travelers. Many tour operators are building group itineraries around rail journeys, or incorporating a rail component.

One of the key travel trends driving the resurgence of rail travel is the growing interest in slow travel—a movement focused on immersing oneself in a destination, rather than rushing through it. Travelers are increasingly seeking experiences that allow them to savor the journey itself, and rail travel offers a unique opportunity to witness stunning landscapes, visit off-the-beaten-path communities, and enjoy a more relaxed pace.

Sustainability has also become a major factor, with more people opting for eco-friendly transportation options. Rail travel produces significantly lower emissions compared to air or car travel, making it a top choice for environmentally-conscious travelers.

In addition, the focus on supporting local economies by visiting small towns and rural areas accessible only by train has added to the allure of rail travel, as it connects travelers with authentic, less commercialized experiences.

DMOs are Important Partners

In 2022, tour operators went from zero to one hundred overnight. With many bookings from 2020 being pushed years ahead, they were struggling to keep up with servicing rebooked business and managing new bookings from travelers who had pent-up demand. At the same time, tour operators were struggling with the same staff shortages and taxed resources as many of the businesses in hospitality and leisure. All this while trying to rebuild relationships with suppliers who had experienced their own staff turnover and are on a learning curve.

DMOS who knew the group tour market jumped in to help rebuild group travel in many ways:

• Training new team members at hotels, restaurants, and attractions where tour operators visit, because there was no one there to mentor them
• Educating stakeholders’ new employees who were hired post-pandemic and did not understand the tour and travel market or why it was worth their time.
• Seeking creative alternatives for dining such as privately-catered experiences or boxed meals to take to a park, since there was a shortage of suitable meal stops due to high demand for dining and staff shortages

While many of these challenges have eased off, the need for a strong partnership with local DMOs is still clear as day. Working together to rebuild the group travel industry has shone a light on the mutual benefits of collaboration within the tour and travel eco-system.

Collaboration is the Key

The tour and travel industry has always been a collaborative effort between buyers, suppliers, and DMOs. As the group travel product is evolving and the needs of the group tour are changing, DMOs are helping tour operators develop entire programs. They are curating experiences from food tours to meal and entertainment options. They are leading the way in developing new areas and off the beaten path product such as the Northern Lights of Canada. These are assets that can’t accommodate a full bus, but work for smaller groups. DMOs are going above and beyond, acting as tour planners, being creative and working across city, county and state borders to create new product for tour operators.

Implications for DMOs

Destinations who are committed to the group travel industry will see new opportunities come their way as they double-down on being great partners to tour operators. DMOs who understand the importance of remaining flexible and continuing to change with the industry will be the leaders who help shape the future of group travel while bringing lucrative business to their communities.

At TAP, our community embraces collaboration and win-win relationships. Find out how TAP can help you connect with tour operators and travel buyers.

The post Group Travel Trends: The Evolution of Group Travel appeared first on Travel Alliance Partnership.

Every profession involves an element of sales, whether you’re pitching ideas, promoting a service, or selling a product. Understanding the sales funnel is crucial for driving prospects to make buying decisions. Let’s explore the four main components of an effective sales funnel: Prospecting, Cultivating, Positioning, and Closing.

1. Prospecting: Identifying Potential Clients

Prospecting is about generating leads and filling the top of your funnel with potential clients. In 2024, digital tools and platforms like LinkedIn and CRM software such as Simpleview, Sales Force and HubSpot, have made lead generation more efficient. Utilize referrals, network at industry events, and leverage data analytics to identify prospects with the authority and budget to buy. Keep your funnel consistently fed to ensure a steady flow of potential clients.

2. Cultivating: Building Strong Relationships

Cultivating involves building trust and understanding client needs. Engage with prospects through personalized communication, listen more than you talk, and ensure follow-ups are timely. Modern techniques include using social media for continuous engagement. Trust remains the cornerstone of this stage; demonstrating reliability and consistency is key.

3. Positioning: Showcasing Your Value

Positioning is about establishing your expertise and demonstrating how your solution meets the client’s needs. Share success stories and client testimonials to build credibility. Don’t shy away from discussing past challenges and how you overcame them, as this builds relatability and trust. In today’s market, creating compelling content such as case studies and video testimonials can significantly enhance your positioning.

4. Closing: Sealing the Deal

Closing is about presenting a compelling proposal or itinerary that addresses the client’s needs. If the previous steps were executed well, this stage should be straightforward. Always be ready to ask for the sale confidently. Remember, the goal is a win-win outcome where both parties feel satisfied.

The Bottom Line

Mastering these four components of the sales funnel can significantly boost your ability to convert leads into clients. By staying current with modern tools and techniques, you can enhance each stage of the funnel and drive better sales outcomes.

For more insights on optimizing your sales strategies, check out:

• Marketing for Group Travel: Building Solid Relationships with Tour Operators
• Financial Benefits of Group Travel
• Destination Positioning: How to Stake Your Claim and Find Your Niche
• Email Marketing for Tourism

By integrating these practices, you’ll be better equipped to navigate the complexities of the sales process and achieve your sales goals.

The post Mastering the Sales Funnel: Essential Strategies for 2024 appeared first on Travel Alliance Partnership.

We spoke with several Travel Alliance Partnership (TAP) tour operator members to gain insight into what they look for in their own tour guides. In addition to key takeaways, some of the owners shared that they regularly take on the tour guide role within their own companies – not only does it keep them connected, but it’s an opportunity to impart that special sense of wonder that comes with travel, to their customers.

Note – the below examples reference guides that may cross over into tour manager/director roles (they are
with the group for duration of the trip and more itinerary management is required of them compared to stand-alone guide roles).

Key Personality Traits in Successful Tour Guides

“It’s beauty that captures your attention; personality that captures your heart.” – Oscar Wilde

While specific sites or destinations are what may initially attract a traveler to an area, a great tour guide can bring a depth of knowledge to a location in a personable way that creates an even more memorable experience.

So, what are some of the main qualities a tour guide should possess? First and foremost, communication skills are key to the profession. Guides must be friendly and comfortable speaking (and even better storytelling) in front of a group in order to relay everything from historical facts to cultural etiquette and safety measures. Organization skills with an eye for detail, ability to multi-task and punctuality are a must. Humor and the ability to have fun help distinguish stand-out guides.

In episode 123 of Destination on the Left, Jason Murray, Owner of Southwest Adventure Tours explains that he tries to hire guides who have a similar love and passion for the unique experiences offered on his small group tours. The expertise of his guides range from professional photographers to anthropologists and wildlife biologists.

“I look for people from different walks of life,” says Murray. “But one thing that I hunt for is that they all can get our guests to have personal experiences, and come away from our tours with that wow factor that provides the desire to come back and do more in the area or get greater appreciation for the areas they are visiting.”

On the Fly Decision-Makers and Caretakers

Perhaps the most important attribute for a guide is the ability to problem solve and roll with the punches. If there’s one thing that guides can count on, it’s the fact that unplanned circumstances will occur. Whether travel delays, illnesses, inclement weather or reservation mishaps, TAP Tour Operator Shannon Larsen of Ed-Ventures explains that guides need to think on their feet to provide solutions, because how the guide handles issues could affect the entire group.

“If the guide is nervous, the group will be too,” she says. “Sometimes it’s as simple as holding someone’s hand figuratively, while trying to solve something.” She refers to a guide who made up for time delays by distributing snacks, incorporating extra stretch breaks and personally checking in on each guest regularly. “It’s little things, but makes people feel they are cared for.”

In the Know and Adaptable

Guides must not only be up to-to-date and able to implement the latest health and safety guidelines, but they also need to be aware of ever-changing site conditions – from national parks and trails to restaurants – and know which locations are open to groups specifically.

Based on an increase in multi-generational group travel (Murray has seen an uptick of more than 30%), many of his guides have needed to become much more cognizant of the ability and desires that meet various ages.

Honor the Magic Moments

Tour guides have the honor of witnessing magic moments. According to Richard Arnold, who has worked for three decades with Atlantic Tours and as owner for 10 years, his first love and passion is to be a host on his trips.

“When someone has saved all these years to see bucket list items and you get to see their reaction to something they’ve envisioned for a long a time – it can be quite moving,” he says. Interacting with the group by sharing special moments helps bring everyone together and often creates an emotional bond between the travelers and the guide. “They all hug you when you leave – there are tears in their eyes.”

Connectivity with Guests Promotes Future Travel

For Murray, the relationship building between both the guide and guests, as well as the tour participants with one another, is one of his biggest rewards. Sharing such meaningful experiences make it easy to forge friendships that last well after the tour has concluded. Many customers will go on to request the same guide on future trips, or even regularly plan ongoing new travels with other group participants.

Technology Awareness

The evolution of technology has sped up and simplified many aspects of travel for guides, including e-tickets and the ability to make last minute-changes, adds or cancellations. Communication can take place before the trip even begins, via a newsletter or group social media posts that offer sneak peaks to engage and excite the participants. Modern headset devices offer more flexibility for larger groups on walking tours or in museums.

Technology is now often expected during transport, which has led to both advantages and setbacks for guides. Showcasing a short video about a destination or attraction can help with enthusiasm for visits and WIFI access can help promote locations and shared images at the tap of a button. However, connectivity can also lead to managing disruptions. Guides now need to monitor customers who become too loud on their device or be prepared for guests who choose to question statements made by the guide by checking their accuracy online. A balancing act, indeed.

How to Find Tour Guides

In addition to typical career sites and word of mouth referrals, learn more about the following organizations that can serve as resources to provide contact information for reputable guides.

Since 1973, The International Guide Academy, Inc. (IGA), has trained and placed international Tour Directors and Tour Guides across the globe. Located in Denver, CO, IGA offers Tour Guide certification programs and training by certified world-class instructors and can provide recommendations for guides who have graduated from the program. Graduates have worked with hundreds of Tour Operators, Destination Management Companies, Cruise lines, Sightseeing companies, and more.

International Association of Tour Managers (IATM) is an organization of experienced tour managers worldwide, speaking many languages and with a variety of special interests. 

International Association of Tour Directors & Guides (IATDG) hosts Tour Connect, a premier travel industry event for tour managers, tour guides and tour operators. Attendees can expect top talent recruitment, education and networking.

Remember to also reach out to local tourism offices, which can offer local experts who often work as step-on guides. 

The post What Makes Today’s Tour Guides Successful? appeared first on Travel Alliance Partnership.

According to ABA Foundation (American Bus Association) the most recent statistics (2022) state that in the United States and Canada there were 211.5 million motorcoach passengers. Digging into the census data, we can see that more than 138 million of those passengers were part of charter groups, tour packages, and sightseeing trips. You can use these four strategies for marketing group travel to reach out and grab a piece of that pie.

Get into the Mind of Your Buyer

The travel trade market is a B2B (business to business) sales cycle, so when you are marketing for group travel, it’s important to understand your buyer and their needs. With group tours, you’re not directly selling to consumers, but rather to tour operators who will then promote and sell your destination to their clients. Tour operators need to be comfortable with you and your destination, so they can confidently offer it to their customers. Therefore, nurturing relationships with tour operators becomes crucial in the sales process. 

Connect with Tour Operators at Travel Tradeshows

Travel Tradeshows offer you a ready-made audience of tour operators, sometimes in the hundreds – no need for cold calls! Consider attending key annual North American travel tradeshows, or attending more if you’ve been to one or two.

Tradeshow Tips: 

• Find out who will be attending the tradeshow (this is usually found on the tradeshow website) and then research them. Look for who they are, what type of tours they offer and where they go. These shows typically are appointment-based and you request who you want to meet with.
• Reach out to the tour operators prior to the tradeshow introducing yourself and asking if there is any specific information you can bring for them when you meet.
• During the tradeshow be sure to take detailed notes on each tour operator you meet.
• Remember – tour operators are counting on travel destinations to help them be successful in their business.  They have a need and you have the answer – make sure they know it!

Follow Up with Your Tour Operator Contacts

Follow-up is always important, but even more so when you attend a large trade show with short appointment times where you are only scratching the surface of what you have to offer. There are several ways you can follow up and make the most of your new contacts:

• Follow Up Email. Send a follow up thank you email and additional information after the tradeshow. This is where the selling often begins.
• Mail Information.  Sometimes good old-fashioned snail mail is the best way to get your information in the hands of your audience. Send a nice presentation folder with general material and any specific information they are interested in based on the conversation you had. If the tour operator requests information to be sent only via email, make sure you have the same information in digital form.
• Phone call.  That’s right – actually pick up the phone and make a call! Even if it’s just to say, “Hi, I mailed you something and want to make sure you received it.” Take the time to call and say hello.
• Keep notes.  Through this entire process, document in a sales database where you are in the sales cycle with each tour operator you are communicating with.
• Follow up again!  Even if you don’t get a booking immediately, continue to take the time to follow up with your prospects. This can be through mass communications, like email newsletters, but remember to keep personal touch points. You can also take advantage of the time of year. The holiday season is a great time to say thank you and remind them what you have to offer.

The Best Way to Sell Your Destination to Tour Operators

The most effective way to sell your destination to tour operators is to give them a chance to experience it for themselves, on a FAM tour (familiarization tour). FAMs can be done as a group or individually. This is a great way to show firsthand all the assets of your destination while also having the opportunity to spend more time together and build your relationship. Here are some tips for hosting tour operators on FAMs.

• Make sure to qualify the tour operator as a prospective buyer, and then invite them on a FAM.
• Include a survey at the end of the FAM to have a clear understanding of the tour operator’s perspective.
• After the FAM, contact the tour operator and offer to prepare a customized itinerary based on their specific needs or offerings they want to provide to their customers.

Read more tips for creating a successful FAM

Remember – tour operators are counting on destinations to help them be successful in their business.  They have a need and you have the answer – make sure they know it, and your hard work in marketing for group travel will pay off when those buses pull up to the curb.

The post Marketing for Group Travel: Building Solid Relationships with Tour Operators appeared first on Travel Alliance Partnership.

What Does Curated Travel Even Mean?

Curation is to collect, select and present information for people to use or enjoy, using your professional or expert knowledge. You may already be getting your social media or news content through curation. Content curation is simply filtering through the content across your social channels and news outlets based on your interests. Your results are an individualized collection for you. Curated travel is about selecting accommodations, restaurants and activities to create the perfect trip based on your individualized interests.

Industries Leading the Way

Curated Group Travel

Industry leaders recognize the need to individualize experiences. In episode 75 of Destination on the Left, Peter Pantuso, President of the American Bus Association commented:

“Our challenge as an industry in the group travel space has been that we’ve always typically offered one experience for 50 people on a coach. So, I began to start talking about creating that individualized experience within that group of 50 and replicating, to a certain degree, the cruise experience where it feels like an individual experience. I began to see and hear people say, ‘Well I’m already doing that.’ It was a very limited number. By talking about it more and by featuring those change agents in our publications or doing presentations where we could identify different individuals who were doing that, or giving examples through our educational programs, we’ve been able to move the industry a little bit in that direction, to be able to offer that individualized group travel experience and not just one size fits all”.

Curated Cruise Experiences

Cruise excursions have always been popular and now curated cruising brings travelers’ individualized experiences to a whole new level. Curated land adventures include immersive shore excursions, creative pre- and post-cruise options, small group programs and private arrangements. Imagine stepping off your ship in Bagan and taking to the air in a hot-air balloon and floating over thousands of stupas.

In 2018, Crystal River Cruises added more than 225 curated experiences within destinations. With a focus on authenticity, these experiences are designed for small groups and many can be tailored to travelers’ interests. They fall into five focused areas:

1. Personal Connections, hosted by local residents, artisans and experts.
2. Tantalizing Gastronomy, tours reflecting regional culinary styles with both dining and hands-on culinary activities.
3. Cultural Discoveries feature expert guides about historical landmarks, museums and iconic sites.
4. Exhilarating Adventures combine historical and cultural experiences.
5. Lastly, with Design Your Time, a concierge will create a private tour or guests can select from a menu of customized choices.

How Destinations and Attractions Can Use This Trend for Marketing

How do you make your destination or attraction stand out from the crowd with curated travel? For destination and attraction marketers, the desire for individualized travel can be addressed in marketing by creating curated experiences from all your destination or attraction has to offer. Rather than a list of restaurants on your web site, create a progressive culinary package to deliver an experience rather than just a dinner. Attractions can go beyond passively entertaining travelers. Create interactive and behind the scenes experiences to accommodate different interests, ages, and budgets. Multiple experiences will entice travelers to return again and again.

Dig in to these culinary tourism trends.

Connect travelers with your outdoor experiences.

Explore luxury travel trends.

Remember to highlight accessibility with individualized travel.

Grow Your Business with Curated Experiences

Whether you are a destination, attraction or industry leader, understanding the demand from today’s travelers for curated experiences is essential to growing your business. Experience-driven travel is not going away, and has only gotten stronger over the past 18 months. Local experiences made number 2 on this list of top travel trends. Make sure you are on every traveler’s “bucket list of experiences!”

The post Can Curated Experiences Help Your Tourism Marketing? appeared first on Travel Alliance Partnership.

Types of Sample Travel Itineraries

In determining what type of itinerary to create, think about themes. There are some key itineraries to consider:

• Signature. This itinerary  highlights the must-see, iconic places and the must-do activities in your destination.
• Family Fun. These are often used for faith-based groups as well as families, including family-friendly activities, family-centric attractions as well as restaurants.
• Youth. Student groups such as sports and performance groups will be interested in these sample travel itineraries. Be sure to include kid-friendly activities and places where performance groups can perform. The best performance spaces have lots of foot traffic and space for high risers (i.e. shopping malls, large hotel lobbies).
• Couples and Friends. These itineraries for romantic getaways or girls or guys weekends are very popular. You’ll want to have a good variety of local restaurants, cultural attractions, gaming venues, wineries, breweries and the like to show off to this market.
• Cultural. If you have a lot of museums, theatres, performance venues and other cultural attractions, this is a perfect sample travel itinerary to create.
• Outdoor/Active. Include all of the available hiking, biking and water activities in your destination.

Dos and Don’ts of Sample Travel Itineraries

DO:

• Keep your sample travel itineraries to 2-3 days in length.
• Remember that actual people may follow your recommendations. Suggest starting the day with a couple of specific places to go or experiences to enjoy, then a more relaxed option such as shopping on your own or a meal on your own. Evening should be a relaxed dinner and maybe a performance, it shouldn’t go into the wee hours of the morning.
• Get creative and make it your own.
• Collaborate! Visitors travel to destinations and attractions for a reason. It’s ok to include a few places to go outside of the actual boundaries of your destination. If an attraction “next door” makes sense for a themed itinerary, include it. Working together with others to create a more complete and comprehensive experience only strengthens the value of the offering.
• Keep in mind that travel trade professionals know what their customers like and need. They will want to include down time, and as many (or as few) things as they think will be most appealing. The sample travel itinerary should open doors, it’s not the answer to everything, but a great way to get the conversation started!

DON’T:

• Overfill the schedule or put in exact times. Keep in mind that this is a sampling of what there is to do and see. The main purpose is just that – a sampling, not a detailed fill-in-all-the-blanks schedule.
• Forget to include your contact information. You never know who may pass your information along and you always want to be easily reached.
• Copy what someone else did, as far as look and feel.
• Skimp on imagery. Including visuals makes the itinerary look appealing and inviting. Fewer words and more pictures are something to keep in mind.

Have you created sample itineraries for use with travel trade or consumers? This valuable destination marketing tool will help showcase your region and experiences to the visitors you’re looking to attract.

The post Creating Sample Travel Itineraries – Dos and Don’ts appeared first on Travel Alliance Partnership.

Fortunately there has been a resurgence in group travel, which bodes well for destinations across the country. In fact, World Travel & Tourism Council predicts that by the end of 2023, the economic impact of tourism will have either fully recovered to pre-pandemic levels or be within 95% of full recovery.

Group travel breathes life into our economies. When there’s an entire group traveling together, the financial stimulus multiplies dramatically. In addition to a larger amount of spending at one time, group travel can often provide more efficiencies for the places they visit. Undoubtedly, the prevalence of more group tours contributes significantly to this surge in numbers. Truly, the more the merrier!

Group tours may look a little different nowadays, but the benefits they bring to the economy remain the same. In the travel, tourism and hospitality industry, “heads in beds” means money for the local economy. When people stay in hotels, they pay several taxes. In addition to state and federal taxes, there is most often a bed tax. This is a county tax where those dollars go directly to the community. There are many more economic factors that go beyond collecting tax dollars. When we travel, we are literally pumping money into the local economy. We eat at local restaurants, buy gas for our vehicles, shop at local stores, buy tickets for local events, and pay admission fees to attractions and cultural institutions. In this way, every single visitor brings an opportunity for economic impact.

Here are seven ways group travel financially benefits destinations and attractions:

1. Restaurants

Group menus mean there is no need to make individual meals. Often, group menus provide a few different options, or maybe a buffet limiting the time and cost of creating several different meals served at the same time. The seating for a group is also different. A group will arrive and depart at the same time, leaving opportunity for more open tables throughout the day at a restaurant, rather than a few people sitting at tables and limiting the table space for more patrons.

2. Guided Tours

One group of 30-50 people brings in more admission fees at one time, and a tour guide is usually needed. The guide will be paid regardless if they have a couple of people or a group – but the attraction reaps the benefit of more people entering at one time.

3. Tickets

It is easier to fill seats in a theater with a group of people, instead of working to fill the seats just a few at a time. Bulk ticket sales in advance of a show benefits the groups, who may get a small discount, and the theater, who knows more seats will be filled.

4. Instructed Experiences

Similar to tour guides, an instructor is needed for guided experiences. This could be a chef for a cooking class, or an artist for a painting class. Whether it’s a few people or a group, the class will take place. But the amount of money a group brings is much higher than individuals signing up.

5. Small business

Of course, there is a cost to keeping a business open. One group can cover an entire day’s (or more) operating expense for a small retailer, leaving the other sales of the day going straight to profit.

6. Accommodations

It’s easier to have a group fill many rooms at once versus selling rooms one at a time. The group may receive a small discount for a bulk booking, while the hotel is secure in knowing it has the income to cover staff and expenses. This is especially helpful during slower times, such as the middle of the week.

7. Economies of scale

In many cases, group travel is more affordable as things are bought in bulk and often will be discounted, so the cost per person is less than it would be traveling individually. This gives the traveler a discount to experiences they may not otherwise be able to have, and brings money into the destination.

The bottom line is that group travel is a great way to increase foot traffic to businesses, and tax dollars to local communities, while providing a cost-effective way to travel and have unique experiences. The bus is leaving – don’t miss it!

Check out our tips on how your destination can become group ready.

The post Financial Benefits of Group Travel appeared first on Travel Alliance Partnership.

Last month we held our annual conference, TAP Dance. It was our second year back in person after the pandemic. Upon reflecting on the event, we want to share some key takeaways.

A Background of TAP Dance

TAP Dance is a one-of-a-kind conference which is a vital component of our essence. This year was extra special as it was held in Rochester, NY, the hometown of TAP Headquarters.

TAP Dance stands out from other travel conferences because each supplier attendee is grouped into a regional pod. They attend 25-minute focused sessions with each of the TAP Tour Operators. Rather than feeling rushed, each pod has time to showcase their area and learn what is important to Tour Operators.

Our Insights 

Importance of setting your attendees up for success

In the weeks leading up to the event, we took a deep dive into making sure attendees were prepared. Our TAP Dance 101 video laid out the conference basics conference. It detailed expectations, the benefits of attending and shared some helpful insights from past attendees.

We created this with the desire to empower our attendees. It was important to us that each person had the tools and knowledge needed to maximize their experience. The gratitude expressed by those who found the video beneficial reinforced why we go the extra mile to support our TAP community.

Power of partnerships between tour operators and suppliers

TAP was built on the foundation of collaboration. Tour Operators have always put aside the perceived competitiveness among companies and developed a model where they can buy and sell from one another. Suppliers have worked hard to collaborate and create new ways to market their region and drive visitation. When these forces come together, you can feel the air buzzing with an energy of profound determination to uncover fresh avenues for industry improvements.

Since the appointments are 25-minutes long, the Tour Operators and supplier pods are able to take the time to catch up. They share personal insights on trends, identify client/visitor desires and discuss the itineraries they are developing. In an industry where we all have the same goal of creating seamless travel experiences, the continued connection between tour operators and suppliers proves to be a key ingredient to success.

Sarah Imes, Tour & Travel Manager of Visit Ithaca was on the Destination on the Left Podcast last year. As a long-time Guild Member of TAP, she discussed the ways that she, as a supplier has benefited from TAP and her experiences of using collaboration to move forward in the industry. Listen to her episode now.

The significance of fun and lightheartedness

Each year, we like to do something creative that showcases our Guild Members. This year, we finished our meals with a round of trivia. Every game had a few questions that highlighted TAP Guild Member destinations and attractions. It was a fun way to show our appreciation towards Guild Members and pique attendee interest in these suppliers. The winners of each game won a Rochester-themed gift which upped the level of competition and participation in the room!

It was evident that participants were having a blast as they headed into their appointments.

Importance of having a host city that’s all in

Undeniably, one of the most important parts of hosting any tourism conference is having a host city that has your back and is ready to share their region with visitors. The positive impression created by a host city resonates long after a conference concludes which can drive future visitation from attendees. Visit Rochester played a huge role in the success of our event. They joined our Tour Operators to discuss upcoming events (such as plans for the 2024 total solar eclipse!). Ambassadors joined us to proudly showcase their home city and ensure that visitors experienced true Rochester hospitality.

Proves the shift in trends

I sat in on a few pod meetings, trying to soak up all that was being discussed. Across all appointments, the pods and Tour Operators were discussing the current travel trends that they have been seeing. All the trends reflected previous research we’ve done on trends this year. For example, some Tour Operators mentioned that travelers have been looking to explore more off-the-beaten path trail destinations as they’ve already seen the major tourist spots. Others were saying that their groups have been looking to take shorter trips and really immerse themselves in a destination rather than spend the majority of time traveling from one city to another.

There’s nothing like reconnecting in person

A major discussion point during the pandemic revolved around the format of future in-person events. Since so many people began working from home, we all wondered whether in-person events would truly return and in what capacity.

As anyone else who attended this event could tell you- there’s nothing like experiencing it in-person. The face-to-face moments between Tour Operators and suppliers was something that is unique to TAP Dance. The energy buzzing around the room, long time friends reconnecting and new business opportunities forming is something that cannot be replaced by a virtual event.

Interested in learning more about TAP Membership opportunities? Head to our website or reach out to marketing@travelalliancepartners.com to learn about the value that TAP can bring to your organization. 

The post Insights from TAP Dance 2023 appeared first on Travel Alliance Partnership.

Taking Things Slow

While checking 15 locations off your list over the course of a one week trip might have once been inviting, travelers are increasingly drawn to the idea of staying put. With a constant pressure on productivity in daily life, even the most intrepid of travelers are looking for a more relaxed approach in their vacations. This new travel outlook allows for a more in-depth experience of the places visitors choose to stay in, granting a more well-rounded outlook on a destination and its activities.

A shift towards slower travel means visitors can genuinely enjoy a destination as opposed to just saying they have visited. Before this shift, says Juan Pablo Suarez, travel trade manager for Ottawa Tourism, “People, they really can’t talk, when they get back to their houses and they talk with their families or friends, how they really experienced the place. And not only that, they pass through and they see the building and they took one picture and, and that’s it.” While pictures on a phone might indicate a visit, they do not reflect an experience. More travelers have begun to acknowledge this fact.

Emphasis on appreciating a handful of destinations as opposed to as many as possible allows for businesses to bring in more visitors as they try to truly get to know an area. “For the destinations [it is] awesome because we know that they can stay more time in our cities, more time in our places, and to have more attractions and to have more nights in the cities that we promote,” says Pablo Suarez.

Group Travel

Group travel continues to gain popularity in new and dynamic ways. Gone are the days of massive swathes of people on buses, now being replaced by itineraries which can cater to young adults, families, and solo travelers. 

The new uses for group travel

With so many new demographics interested in engaging with a group travel organization, the reasons behind such curiosity are equally diverse. 

Solo Traveler

For solo travelers, group travel means still having a sense of community. “The solo traveler that wants to travel, they’re getting on these group travel experiences so that they’re not solo,” says Dagney Ashley, director of Tourism for the City of Quincy and Discover Quincy. “People are kind of like getting to their bucket list and saying, ‘I wanna travel and I can’t get people to go with me, so I’m just gonna go on this group travel experience.’” With so many more individuals joining travel groups alone, organizations need to ensure the experience can be just as engaging by yourself as with family or friends. 

Group Travelers

Group travelers also increasingly skew towards younger generations, with more individuals relying on experts to do the planning for them. Among these younger visitors, there is also a strong desire for a more educational approach to travel, learning about the history and culture of a given place. 

“What we love is just seeing younger folks…which is perfect for us because we have so much technology in the museum if you want to engage,” says Gary Hahn, Vice President of Marketing and Communications at the National Comedy Center and the Lucy Desi Museum in Jamestown, New York. “I’m seeing kind of… broader demographics than I was seeing a few years ago.”

Due to pandemic influences, group travel has also created interest in the domestic travel market, with travelers learning more about the country’s different regions and their offerings. Tina Mount Pleasant, director of Travel Trade Sales for Destination Niagara USA, has noticed an uptick in interest on the US side of travel. “We’ve seen with that border being closed, a huge shift in domestic group travel,” says Mount Pleasant. Even with borders back open and world travel once again widely accessible, the desire to explore your own backyard remains.  “[People] are rethinking the way they do their itineraries and are really shifting back to the US side of Niagara Falls…that trend is something we are very excited about.”

Increased Collaboration

Given the changing wills of travelers and their desire to explore one place at a time, collaboration is more important than ever. Through collaborative efforts across businesses, visitors are more likely to choose your destination for more extended periods of travel. Through working with other organizations, companies can also find ways to branch out their markets, appealing to people they had not thought possible. Keith Snodes, Chief Operating Officer of Kaleidoscope Adventures, said of the company’s collaboration with Drum Corps International “It really has brought us new business, but it’s also brought us business that we probably could not have accessed without that partnership.” Snodes says that Kaleidoscope Adventures is increasingly “trying to be where customers are,” and with contacts across companies they are able to more effectively target their audience. 

As travelers wish for more in-depth experiences, the success of one is increasingly tied to the success of all, with the combined appeals of many businesses helping to draw visitors inward. Through collaboration, businesses can not only ensure their own growth, but help to bolster their entire region in the process.  

A Land of New Opportunities

With a wider array of interested parties and a greater desire to work together, the industry is equipping itself successfully for future projects, ready to cater to the needs of any travel that comes their way—regardless of age, budget, or group size.

The post Changing Travel Trends in 2023 appeared first on Travel Alliance Partnership.