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.

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.

In an era where Travel & Tourism is one of the world’s most dynamic industries, the economic benefits of international travel to the United States are undeniable. This sector not only creates jobs and supports exports but also brings in significant revenue from foreign visitors. While domestic tourism is vital, international travel introduces new money into the U.S. economy, enhancing its impact.

Current Trends in U.S. International Travel

According to the U.S. Travel Association, international travel to the United States has experienced fluctuating growth rates due to various factors. Despite the strength of the global economy and the overall increase in long-haul travel, the U.S. has faced stiff competition from other major travel destinations, including Australia, France, Germany, Italy, Spain, and the U.K. These countries have managed to recover their pre-pandemic visitation rates more quickly and, in some cases, have even increased their share of the global travel market, whereas the U.S. market share has declined​. (U.S. Travel Association – United States Trailing Global Competitors;)​​ (U.S. Travel Association –  international travel continues to be a critical part of a full U.S. economic recovery). Here are some key insights from recent research:

1. Global Competition is Fierce: More people are traveling internationally, creating stiff competition for U.S. destinations. It’s essential to keep American attractions prominent in the minds of potential visitors.
2. Growth Rate Decline: Despite being a top global destination, the U.S. has seen a decline in its annual growth rate of international visitors. Factors contributing to this include the strong U.S. dollar, natural disasters, fears of terrorism, and the current political climate. Historically, the U.S. has rebounded from similar downturns with focused efforts and strategic planning.
3. Incremental Growth in Visitations: In 2023, international visitations to the U.S. saw significant improvement, reaching 84% of pre-pandemic levels. The trend is expected to continue with projections indicating that visitations will reach 98% of 2019 levels in 2024, and a full recovery anticipated by 2025​ (U.S. Travel Association – travel to the U.S. is growing quickly)​​.
4. Potential Challenges Impacting Future Growth: Despite this positive outlook, several factors may influence future growth, including a global economic slowdown, a strong U.S. dollar, and long visa wait times. These challenges could potentially limit the pace of recovery and growth with the international travel market​.

Strategies to Boost International Tourism

To attract more international tourists, the U.S. must leverage various programs and partnerships. Here are some effective strategies:

1. Collaborate with State and Local Tourism Offices: State DMOs (Destination Marketing Organizations) like “I LOVE NY” offer programs to market attractions to international tourists from countries such as Canada, Australia, the U.K., and Germany.
2. Utilize Online Travel Agents (OTAs): OTAs like Tourism Exchange, USA,  TripAdvisor  or Viator help promote U.S. destinations globally. Partnering with these platforms can enhance visibility and accessibility for international travelers.
3. Advertise in International Publications: Co-op advertising programs through organizations like NYSTIA (New York State Tourism Industry Association) and Brand USA make it more cost-effective to reach international audiences.
4. Develop Partnerships for Greater Impact: Collective efforts yield better results. Working together with various stakeholders in the tourism industry can amplify marketing efforts and attract more international visitors.

Looking Ahead

Despite recent challenges, there is much to be optimistic about in the realm of international travel to the United States. By embracing collaborative efforts and leveraging strategic marketing initiatives, the U.S. can remain a top destination for global tourists.

For more insights and strategies on enhancing international travel to the U.S., check out:

• Creating itineraries for FIT travel
• DOTL Episode 95 – How to Create Successful FIT Itineraries for Overseas Visitors

The post Revitalize U.S. Tourism: Unlocking the Power of International Travel appeared first on Travel Alliance Partnership.

Why Listening Matters

Listening is crucial for effective communication. It helps build stronger relationships, fosters understanding, and resolves conflicts more efficiently. For tourism industry professionals, effective listening skills are essential for many instances, including creating successful collaborations and maximizing the benefits of attending travel tradeshows.

Effective Listening Skills Are Important for Successful Collaborations

Listening skills are essential for successful collaborations because they help build trust, respect, and understanding among team members. Being fully present in conversations allows individuals to engage genuinely, which fosters a collaborative environment where everyone feels heard and valued. Effective listening also involves using high-gain questions to draw out deeper insights, acknowledging others’ contributions, and addressing disagreements constructively. This enhances overall communication, making it easier to pitch ideas, gain buy-in, and work through conflicts, ultimately leading to more productive and harmonious teamwork.

Learn more about listening and presentation skills for collaborations. Go further with listening and presence skills in Episode 230, “Supercharge your Executive Presence,” with Carol Lempert.

Maximizing Your Tradeshow Experience Through Effective Listening and Communication Skills

Effective listening and communication skills are vital for maximizing the benefits of attending travel tradeshows. These skills enable meaningful engagement with buyers and suppliers as well as potential partners. By being an attentive listener, you can gather valuable insights, uncovering opportunities that might otherwise be missed. Additionally, clear and confident communication allows you to articulate your objectives and pitch your ideas effectively, fostering stronger connections and collaborations. This enhances your ability to network, negotiate deals, and gain strategic information, ultimately making your tradeshow experience more productive and impactful.

10 Tips to Enhance Listening Skills and Become a Better Communicator

1. Maintain Eye Contact. Face the person speaking and maintain eye contact to show that you are fully engaged.
2. Eliminate Distractions. Avoid looking at your phone or letting your attention wander. Stay focused on the conversation.
3. Be Attentive. Pay close attention to the speaker’s body language and physical demeanor. Mirroring their behavior can make them feel more comfortable.
4. Keep an Open Mind. Listen without judgment. Even if you hear something you disagree with, stay open to understanding their perspective.
5. Visualize the Conversation. Create a mental image of what the speaker is saying. This can help you better understand and remember the conversation.
6. Hold Off on Solutions. Sometimes, people just need to be heard. Recognize when to offer advice and when to simply listen.
7. Ask Thoughtful Questions. Show your interest by asking questions. This demonstrates that you are engaged and curious about what they are saying.
8. Pause Before Responding. Avoid interrupting. Wait for a natural pause before you speak to ensure the other person feels heard.
9. Respond to Emotions. Pay attention to the emotional tone of the conversation. React appropriately to show empathy and understanding.
10. Provide Feedback. Reflect on the speaker’s feelings and give feedback. Phrases like “You must be so excited!” or “That sounds challenging” can validate their experience.

The Power of Nonverbal Communication

Nonverbal cues such as tone of voice, facial expressions, and body language are essential components of effective communication. They can sometimes convey more than words themselves. By paying attention to these signals, you can gain a deeper understanding of the speaker’s true message.

Overall

Improving your listening skills can significantly enhance your communication abilities. By following these tips, you can become a more effective listener and a better communicator in general.

The post Master the Art of Listening: Elevate Your Communication Skills 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.

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.

Promoting Hidden Gems

Seek out those places within a destination that fly below the radar. Those hidden gems that are slightly off the path, tucked under the radar, right around the corner if you weren’t so focused on the straight line to the next popular attraction. After all, the authentic local experience is what many visitors are looking for. In the case of the 11 Finger Lakes of New York State, there are many surprising little gems between those bodies of water. When it comes to any type of attraction, there are the most popular spots and then there are … well, the hidden gems. The ones that locals may love or only the avid enthusiasts of a particular hobby know about. Here are three types of attractions and examples of “hidden gems” within them.

Nature Spots

In order to preserve nature, it may be necessary to spread out. Find a new spot and stop overcrowding the popular ones. Spreading out seasonally can help as well.

Stony Brook State Park – Dansville, NY (Steuben County)

Tucked in between Letchworth State Park – voted #1 State Park in 2015 in a USA Today Readers Poll and Watkins Glen State Park – one of the most visited state parks in the state, Stony Brook is a mini version of both parks with its own individual charm. Varying levels of waterfalls, hiking trails along both sides of its gorge and a swimming hole that nature carved out of the gorge.

Roy H. Park Preserve – Dryden, NY ( Tompkins County)

Scenic and definitely under the radar in a region blessed with many and varying parks, the preserve is easy to hike, particularly along Six Mile Creek where you’ll find a hemlock gorge with cliffs, small waterfalls and little pools for dipping your toes. The preserve is part of the Finger Lakes Land Trust in its 30^th year of stewardship for the lakes and lands of this region.

Unique Finds

Whether it’s a spectacle or simply a local hotspot that you know visitors will love, unique finds cover a gamut of great attractions that may or may not fit into another category.

The Bay Street Restaurant – Sodus Point, NY (Wayne County)

Up along the shore of Lake Ontario in a casual little community there’s a Key West inspired watering hole with summertime food and drink flare. A crazy-good Martini bar features over 180 varieties to choose from including their ‘Apple Pie Martini,’ notable because this lakeshore area is the 2^nd largest apple producing region in New York State.

Tree Creations – Geneseo, NY (Livingston County)

There’s a car in a tree. Look closer, there’s a plane in another tree. What, there’s a house and rope walkways and then more things and soon you know it’s a village – in the trees. Fun is the very best word to describe this kids wonderland. Joe the owner, along with his family invite drop in visits and are half the fun of the experience.

Historical Hidden Gems

Second and third-tier destinations may not be well-known for their history, but they are teeming with it! From museums and gravesites to pioneers and more, the unique history of your area likely has great hidden gems for visitors to discover.

Two-Story Outhouse – Phelps, NY (Ontario County)

I’m going there. Telling you about a two-story outhouse and seriously suggesting you make the pilgrimage to see this 6 seat, made of solid brick, “lofty” roadside oddity built in 1869.

Belva Lockwood Inn – Owego, NY (Tioga County)

Belva Lockwood was a pioneer and visionary in women’s advocacy and the Inn, a lovingly restored historic home on the property where Belva lead a women’s seminary is the icing on the cake of being educated on the life of Belva. The first woman to run for president, in 1884! Not only that, she graduated from law school and was the first woman to argue before the US Supreme Court. The village of Owego is about to run, full steam ahead with a celebration of all things Belva. Beginning this month and going straight through 2020, the year that commemorates the 100^th Anniversary of the ratification of the 19^th Amendment, giving woman the right to vote. #BeLikeBelva

Ready to get off the beaten path? What hidden gems are under and around in your destination?

The post Under, around and in between: Hidden gems in tourism 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.

Whether you are promoting a location, an attraction or even a hotel, the image you put out into the universe is essential. More than the vivid and imaginative words used to lure you, that first glance of an image you see, that first feeling can make all the difference. High-quality photos and video can do that. They can cause you to want to go there, be there, do that. If it’s true that, “every picture tells a story” (thank you Rod Stewart) then capturing an image that evokes a story in someone’s mind is a tourism ‘holy grail.’

Think about these elements the next time you chose or stage an alluring photo:

The Human Element 

The human element is simple- people enjoying the place. If it’s someplace that wants to attract people, then why not put people in the picture? We often live vicariously through a good photo, particularly if we can imagine ourselves in that place. The couple dining on a farm to table meal, children petting goats at a local market, lounging on a comfy-looking chair in a hotel suite after a massage, it all tells a story. It evokes a feeling.

Bonus – no need to gain photo permission if you don’t show the person’s face.

The Color Element 

Don’t be afraid to take your visual content to the next level. You can certainly overdo post-processing these days but ‘touching up’ your photos to enhance their vibrancy is not cheating. A photo taken with even the best camera can dull what the eye sees. Don’t overdo it but, improve contrast, sharpen images, boost shadows for a truly unforgettable shot.

The WOW Element 

You know it when you see it. “WOW, what a photo. What a place. I just put that place on my bucket list.” Don’t be shy, show your drama! We see countless photos of waterfalls from far away- what about seeing it from below looking up? (As long as the visitor can actually see the falls from below looking up.) When they do, they tell the world. That’s the money shot.

The Obvious Element 

Lead with your best and be obvious about it. If it’s the only place for miles and miles like it, lead with it. How many photos of a kayak on the water have you seen? Plenty I’m sure. Lovely and alluring yes, but are they unique? When you have a totally unique, nowhere on earth can you see this kind of attraction, show it. Lead with it. People love a good hook.

And…The Video Element 

Video is currently the hottest form of visual content, and just about any actual movement will do. It doesn’t have to be expensive. Sometimes the best videos are purely organic. Shot on a cell phone as long as it’s clear, on topic and not too long. Professional video (drone is awesome) is fantastic and if you’ve got the time and cash, go for it! But, it’s still great to offer a glimpse into your world with someone telling the story. Again, the Human Element – talking, walking, feeling, tasting, smelling, touching.

Humanize it, touch up its true colors, add movement and let it WOW!

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