What is a Brand Promise?

Your brand promise is an important part of your overall brand. It’s more than just words—it’s the experience you commit to providing every time. This promise is meant for everyone who interacts with your brand, from your team to your customers. For employees, it gives a clear direction and helps them understand what the company stands for. For customers and partners, it builds trust by assuring them of the quality and consistency they can expect.

When we launched our new brand, Travel Alliance Partnership, we revealed our brand promise at the same time. Our brand promise is the promise of the experience we aim to provide in every interaction. It’s the experience that brings our customers the value they have come to expect every single time they engage with our organization. The more we deliver on our promise, the stronger the trust, brand value and loyalty in the minds and hearts of our customers. 

The Importance of a Strong Brand Promise

Our new branding was led by Big Bold Brand, a strategic branding consultancy based in Vancouver, BC Canada. According to Big Bold Brand, there are several reasons why you need a brand promise.  

• A brand promise is the core principle for creating or improving your brand experience for everyone you serve (your customers, your strategic referral partners, your suppliers and team members). 

• It enables you to set people’s expectations and generate curiosity and excitement. 

•  It can allow you to set the bar in your industry or sector amongst the competition. 

•  It makes you a more attractive partner for other purpose-driven brands. 

• It can differentiate you amongst your competitors if you set or imply, a higher or different standard with your promise. 

•  It shows the people that you serve (i.e. your customers and team members) that you care enough to set a standard for which you can be measured. 

To hear more of Big Bold Brand’s insights, tune into episode 284 with CEO Karley Cunningham.  

The Travel Alliance Partnership Brand Promise 

Our brand promise is to create impact through connection, community and collaboration.  

Stating this is our promise is one thing, having our community (clients, members, team members, strategic partners) experience it is what it’s truly about. This promise is more than just words on a paper, it is the essence of what we do every day at Travel Alliance Partnership. Recently, I got to witness our brand promise in action when I watched Colleen Onuffer, our Director of Public Relations give a presentation with one of our clients at the NYS tourism industry association annual meeting.   

Our client, Tour Cayuga located in the Finger Lakes of NYS and known for being Harriett Tubman’s chosen hometown, was receiving a tourism excellence award for a FAM tour that we helped them plan and execute. Claire Dunlap, Tour Cayuga’s Director of Marketing & Sales and Colleen were asked to make a 10-minute presentation about the award-winning FAM. As I watched the two of them present, I could clearly see our brand promise of impact through community, connection and collaboration come to life.  Colleen and I discuss this on episode 400 of Destination on the Left.

Reflecting on how our brand promise has come to life over this past year, I wanted to know what other brands in the travel space were doing to live out their brand promises. So, I turned to Google and ChatGPT for some inspiration. Here are some of my favorite examples that I found.  

Brand Promises of Travel Companies 

These stories illustrate how these travel brands live out their brand promises by delivering thoughtful, personalized service that goes beyond expectations, creating lasting emotional connections with their customers. 

Hawaiian Airlines – “Ho’okipa – Hawaiian Hospitality.” 

In 2022, a TikTok video went viral showing a Hawaiian Airlines flight attendant using ASL to talk with a young deaf child aboard the flight. This is a perfect example of the airline’s brand promise of friendly and welcoming culture, known as ho‘okipa (Hawaiian hospitality). With the flight attendant making this simple yet meaningful connection, the airline shows its dedication to ensuring that all passengers have a pleasant and memorable flight experience, truly bringing the spirit of aloha to the skies.

Ritz-Carlton – “We Are Ladies and Gentlemen Serving Ladies and Gentlemen” 

The Ritz-Carlton is famous for its legendary customer service. One famous example comes from a family who stayed at a Ritz-Carlton property in Bali. Their son had severe food allergies, and the chef specially prepared meals to meet his needs. But the story takes an even more extraordinary turn: when the family left the resort, they forgot a beloved stuffed giraffe named Joshie. To comfort their distressed child, the father jokingly told him that Joshie was just extending his vacation at the hotel. When the staff at Ritz-Carlton found Joshie, they played along with the story. The hotel sent photos of Joshie lounging by the pool, enjoying a massage, and working at the hotel spa. They even returned Joshie with a photo album documenting his extended stay. 

This story demonstrates how Ritz-Carlton employees embody the hotel’s brand promise, offering a level of service that is not just luxurious but also thoughtful, personalized, and filled with unexpected delights that create emotional connections with guests. 

Brand Promises of Museums 

Several museums around the world have strong brand promises that reflect their unique missions, cultural significance, and visitor experiences. Here are some examples of standout brand promises from museums: 

The Louvre (Paris, France) –  “A Museum for All, a Museum for the World”   

 The Louvre promises to be a universal museum that serves as a bridge between different cultures and time periods, offering a vast and diverse collection of art and artifacts. Its aim is to make art accessible to all, regardless of background, by fostering curiosity and education through its exhibitions and programs. This promise highlights the Louvre’s commitment to inclusivity and global relevance. 

Smithsonian Institution (Washington, D.C., USA) – “The Increase and Diffusion of Knowledge”   

The Smithsonian’s brand promise is rooted in its founding mission to expand and share knowledge. The institution’s museums and research centers aim to educate, inspire, and engage the public in a wide array of disciplines, including history, science, and culture. Its focus on accessibility and providing free access to its museums speaks to its dedication to democratizing knowledge. 

Brand Promises of Travel Agents and Tour Operators 

Several travel agencies and tour operators have distinct brand promises that highlight their unique value propositions, customer service philosophies, and commitment to providing unforgettable travel experiences. Here are some standout examples: 

Intrepid Travel – “Real Life Experiences”   

Intrepid Travel’s brand promise centers on offering sustainable and immersive travel experiences that connect travelers with local cultures and communities. They aim to create small-group adventures that are ethical and meaningful, promoting responsible travel. Their emphasis on authenticity, local immersion, and off-the-beaten-path experiences reflects a commitment to making travel a positive force for both travelers and the communities they visit. 

Audley Travel – “Your Trip, Your Way”   

Audley Travel specializes in bespoke, tailor-made journeys, and its brand promise is all about customization. They promise to create personalized, meaningful travel experiences that reflect the unique preferences and passions of each traveler. By offering one-on-one consultations and crafting itineraries based on individual desires, Audley focuses on ensuring that each trip feels personal and exclusive. 

Brand Promises of Destinations

These destination brand promises focus on creating an emotional connection with travelers, often highlighting unique qualities and experiences that can only be found in these locations. 

Las Vegas, USA – “What Happens Here, Only Happens Here”   

Las Vegas positions itself as a place of unparalleled entertainment, excitement, and indulgence. The promise emphasizes exclusivity and the idea that the experiences in Las Vegas are unlike anything else in the world. 

Puerto Rico’s – “Live Boricua” 

The brand promise encourages visitors to immerse themselves in the rich culture and unique lifestyle of Puerto Rico, which is deeply connected to the island’s identity and history. “Boricua” refers to the indigenous Taíno name for the island, and the phrase embodies the warmth, spirit, and vibrancy of Puerto Rican culture. It invites visitors to experience Puerto Rico in a way that goes beyond typical tourism by engaging in its local traditions, cuisine, music, and community, thus living as the locals do. 

This brand promise emphasizes Puerto Rico’s authenticity, natural beauty, and cultural pride, aiming to provide travelers with an immersive and genuine experience of the island’s distinctive heritage. 

To learn more about how Puerto Rico’s brand was developed, tune into episode 302 with Leah Chandler, CMO for the destination.  

Canada – “Openness” 

Canada’s destination brand promise focuses on “openness”, highlighting its vast open spaces, welcoming culture, and open-mindedness. It invites travelers to experience personal growth, connection, and emotional renewal through meaningful travel experiences. The brand emphasizes Canada’s natural beauty, cultural diversity, and spirit of inclusivity, offering opportunities for travelers to explore with curiosity and embrace new perspectives. Canada positions itself as a place where visitors can break free from everyday restrictions and find transformative, life-changing experiences.

Your Brand Promise 

What are some of your favorite brands? Exploring their brand promises and how they deliver on them can offer enlightening insights into what makes them so compelling. As you think about your own brand’s promise, consider how it reflects your values. How can you strengthen your organization’s brand to build your reputation and create brand loyalty?

The post Compelling Brand Promises for the Travel and Tourism Industry appeared first on Travel Alliance Partnership.

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.

We asked some of our TAP Guild Members how they manage expectations with tour operators, partners, and stakeholders to create the best visitor experience and here’s what they had to say:

Set Realistic Expectations:

Communication

I establish straightforward and consistent communication channels and make sure clients understand the scope, timelines, what to expect. But most importantly, I listen.

Shawna Faniel, Alabama Tourism

Travelers want to be prepared for anything. In your marketing and outreach, be sure to provide detailed information about what is included in packages, any additional costs, and what travelers need to keep in mind. This can include everything from weather conditions to local customs and potential challenges, depending on your destination and offerings.

Transparency

Full transparency is key to trust. I am completely candid with clients.  If I don’t think an attraction, hotel, dining experience or destination is going to be a good fit for them, I would rather be up front than get the sale. Of course, I always offer a better option when possible! 

Marlene Smith, Traverse City Tourism

Underpromise and overdeliver. While destinations obviously want to ensure their marketing materials positively depict the experience, full transparency leads to trust between destinations and their visitors. In an article from Business.com, millennial and Gen Z consumers, with 79 percent and 74 percent respectively, say that transparency is important to them in marketing and communications. By setting realistic expectations and then exceeding them, destinations can create memorable experiences that leave guests pleasantly surprised. This strategy not only enhances satisfaction but also encourages repeat visits and long-term loyalty.

Enhance The Experience:

Personalization

Listen, Listen, Listen. Know your clients’ market, whether senior adult market, student market, church group, etc. Give the clients assistance in knowing your product, if they have never visited your destination or venue before; invite them for a FAM. 

Sandy Haines, Visit Myrtle Beach

Personalized recommendations and services can turn a good trip into a great one. The travel and tourism industry is seeing increased interest across the board in hyper-personalized experiences using previous booking data. Use this information to your advantage.

Creativity

Share positivity always, don’t get discouraged easily, find plan B,C or Z!  Be creative and think “out of the box”.  Your creativity shows them you are really trying to provide their best experience! 

Jill Shorkey, Go Great Lakes Bay Regional CVB

Think outside the box! Creativity shows that you’re trying to provide the best experience. Plus, innovative ways of thinking could provide new opportunities for your destination to venture into.

Engagement

Be grateful.  Thank them for choosing you, your venue, region etc.  Thanking them for their business never gets old!

Jill Shorkey, Go Great Lakes Bay Regional CVB

Engage with visitors and partners before, during, and after their trip. Pre-arrival emails with tips and suggestions, real-time support through apps or chat services during their stay, and follow-up surveys or thank-you notes post-visit can enhance the overall experience. Managing expectations is an ongoing process, so don’t be afraid to ask for feedback to make the process smoother.

When I get an inquiry from an operator who needs help tweaking an itinerary, or a VTN member with a question, I work hard at replying by the end of the day or the next day at the latest. The reply may not include a solution but may simply be a message that I acknowledge their inquiry and will get back to them soon. 

Marc Plouffe, Vermont Tourism Network

Effectively managing expectations is more than just a marketing strategy—it’s the key to creating exceptional travel experiences. By embracing creativity and maintaining engagement throughout the visitor journey, you can not only meet but surpass expectations, fostering memorable experiences and long-term loyalty. As the travel landscape continues to evolve, staying ahead by exceeding expectations will set your destination apart, ensuring visitors and partners return and recommend you to others.

The post Managing Expectations: Key Strategies for Destination Success 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.

Taking the time for tracking

Everyone always wants to know the numbers. I don’t think I’ve met a tourism marketer who didn’t want to know their stats. Whether they are the Tourism Director at a DMO, Marketing Director of a museum, Owner of a Tour Operator company or anyone in-between. When things feel rushed, it can be difficult to get campaigns up and running with the proper tracking in place. Measurement can take time to set up properly. Sometimes we have to choose between setting up detailed tracking, and launching a campaign on time. In our strategic planning, we plan out the Key Performance Indicators (KPIs) to measure. If we can set up the KPI data quickly, we can launch in a timely manner. Then we’ll set up more detailed measurement later (if we’re pressed for time). Fall is the perfect time to start planning for next year, because it leaves extra time to set up strategy and measurement ahead of high-season launches.

The evolution of tracking

Measurement is evolving, with quite a few significant changes rolling out in recent years, and more to come. Privacy updates with Apple’s iOS 14 changed what data we can see, especially with pixels, and rumor has it that more restrictions will come out with iOS 16. Google Analytics 4 (GA4) changed what data is tracked, how it is tracked and how reporting is done. That’s not all Google is changing – within the next 6 months, it will start to disable third-party cookies for some Chrome users.

Digital tracking tools

Now, pixels and cookies are still effective tracking methods overall. Google Analytics is still one of the most powerful and accessible measurement tools, even though it may look different from before.

Google Tag Manager

GTM is a great way to track activities on your website, but you will likely need the expertise of a web developer to implement it.

Meta / Facebook Pixel

The Facebook Pixel got an upgrade in recent years with the addition of the Meta Conversions API. Again, you’ll probably need developer help to set it up. Other social media ad platforms now have their own pixels and tracking methods, and each need to be set up individually to measure ad performance.

UTM Codes

UTM codes are a universal way to bring activity from any digital place back to your Google Analytics. Meta even has a built in tool for adding the parameters, but Google also created a UTM builder tool I use all the time to easily set up these parameters to use in ads. The only exception is you don’t need to add UTM on your Google Ads urls, those are already included as long as you’ve linked your GA4 property to your Google Ad Account.

Honorable mentions in the world of tracking include link shorteners, QR codes and offline data trackers. Offline data is actually more than an honorable mention – for more on what this is and how it helps in tourism, check out Destination on the Left episode 351 with Mike Sladony of Semcasting.

Working around measurement challenges

When I think about tracking for our clients, there are commonalities between the types of organizations we work with and the challenges they face.

DMOs

DMOs are often challenged with being the go-between. Their websites and digital campaigns are doing big work to attract visitors into their destination, but they don’t usually have a direct way to track bookings and purchases. Those offline data models are popular for this reason, tracking mobile data and movement of people who saw the campaign. There are also instances where the destination takes the reins and does the bookings, like Genesee County does with their golf program, acting as the receptive agent. They also have a co-op program with one of their major accommodations that gives more conversion data since we can track the off-site clicks to the lodging partner, and see how many people used the promo code.

Attractions

Attractions, especially museums and cultural institutions, often use third-party booking tools that simply don’t have external tracking built in. How these tools are operating without that is beyond me, but here we are. Sometimes we can add Google tracking, but that’s actually been pretty rare. But we can track actions taken on the website such as form submissions, downloads and clicks. We recently ran a campaign for Plimoth Patuxet Museums to gather email signups for niche groups like homeschool parents that worked really well. Since lead generation is built right in to the platform (Meta) or the website (Google), we get to know how many people we’re adding to their audience with our campaign.

Tour Operators & Private Businesses

Tour Operators and private businesses have a leg up on measurement. They are typically working with several resources like CRMs and booking platforms that do allow for measurement. The tricky part here is getting several disparate systems to talk to each other. If the systems don’t talk to each other already, there are tools like Zapier and Make that will create connections. These tools are relatively easy to use, again it’s just a matter of taking the time to set them up.

Effective measurement allows tourism businesses to make informed decisions and optimize their marketing strategies for success. The advent of web3 means more privacy and more focus on the individuals. Despite the obstacles, there are still effective ways to track our efforts. As the digital landscape continues to evolve, digital tracking methods will continue to change and adapt. And we will change and adapt with them.

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