Selling group travel is more than just a savvy business strategy for travel advisors; it’s a powerful way to create memorable experiences and foster relationships. Imagine planning one itinerary that can serve 50 individuals instead of selling 50 trips separately. The efficiency here can lead to higher commissions, increased profitability, and the potential for repeat clientele. As Cathie Lentz Fryer, president of CTA Travel, eloquently puts it, “Groups create a solid base of business, and the repeat guests from groups are well over 90%. This path has been a cornerstone for our growth and for repeat and referral business.” Let’s explore the strategies that can help travel advisors effectively market and book more group travel, especially in the booming niche of multigenerational travel.
1. Identify a Group Leader
“To effectively sell groups, it’s essential to identify a group leader who can rally others into the fold,” advises travel advisor Richelle Schuetz from the Independent Agency of Avoya Network. She highlights the importance of seeking out leaders within various communities—whether professional circles, social clubs, or hobbyist groups, such as those focused on wine or river cruising. A connected group leader not only attracts more participants but also tends to generate repeat business, as they bring new clients into the adviser’s fold.
For multigenerational trips, Fryer notes that engaging grandparents is key. Often the trip is centered around family, and having input from a grandparent, along with one or two of their family members, ensures that the planning aligns with everyone’s desires. Prioritizing their wishes creates a more inclusive adventure, ultimately making the trip enjoyable for all demographics involved.
2. Engage Current Clients in Destination Planning
Fryer explains that her agency’s “CTA Travel Wander List” is instrumental in generating group trips. By gathering destination ideas from loyal customers, they foster a sense of ownership among clientele about their travel plans. This proactive approach allows the agency to project their group trips two to three years ahead, aligning customer interests with potential offerings, thus ensuring well-planned and desirable destinations.
3. Book Early with Select Travel Suppliers
Melita Hein, a luxury travel advisor with CADENCE, emphasizes the importance of early bookings with preferred suppliers. Locking in group rates affirms a pricing advantage and helps capture the marketplace efficiently. With contracts often locking in rates from the first booking, advisors can secure additional marketing funds to help promote the trip, allowing for effective outreach to a broader audience.
4. Organize Like a Pro
Organization is vital for handling logistics in group travel, especially with multigenerational trips that may span different locations. Schuetz advises using tools like Excel spreadsheets to track costs and itineraries for every group member, ensuring no detail goes unnoticed. This level of organization keeps everything manageable and helps advisors maintain their focus amid the delightful chaos of planning for diverse family units.
5. Hold Zoom Calls for the Whole Group
Fryer highlights the value of staying connected through regular calls. Whether local meet-ups or virtual check-ins via Zoom, these gatherings help foster engagement from the moment of booking until the group returns home. Encouraging participants to invite friends and family to these sessions not only strengthens group ties but also serves as a potential recruitment tool for new travelers interested in future trips.
6. Book Multigenerational Cruises for the Holidays
Schuetz shares her success in organizing holiday cruises—like Caribbean trips or Christmas Market cruises—tailored for families. With a natural emphasis on family dynamics, these types of trips foster cherished memories and meaningful connections. Reaching out to senior clients about organizing these family-centric adventures during the holiday season encourages bonding and creates a unique travel experience that suits different age groups.
7. Pass Along the Tour Conductor Credit
As a shared incentive, Hein offers Tour Conductor Credits to group members when certain booking goals are reached. This approach not only rewards the group leader but sparks enthusiasm among all members to promote the trip within their circles. It becomes a collaborative effort, further enhancing the sense of community and trust among group participants.
Implementing these strategies will not only streamline the process for travel advisors but also enrich the experience for travelers, making each journey more special. As the global travel industry rebounds, now is the perfect time to dive into group travel, capitalizing on the potential for memorable experiences and sustainable business growth.
FROM THE SPONSOR:
Easy, Rewarding, and Lucrative: Groups with AmaWaterways
It’s not too late to reserve groups departing in 2024! Creating groups with AmaWaterways is virtually risk-free and profitable, with commission rates reaching up to 18%. With every nine berths booked, advisors receive a complimentary Tour Conductor credit, while clients enjoy a group discount of $250 per person. For those yet to engage with the AmaAcademy Course 3: Group Business with AmaWaterways, visiting the Travel Advisor Portal is a great first step. Completing the course could mean earning a $50 gift card reward with a booking within 90 days.
AmaWaterways is also offering a limited-time 2024 Enhanced Group Offer: Save up to $2,500 per stateroom on select 2024 Europe and Mekong River cruises reserved by December 31, 2023. You’ll be supported by local Business Development Managers and dedicated Group Coordinators, with customizable marketing tools available to promote your group sailing effectively. For more information and resources, visit AmaWaterways.com/agent-groups.