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MarketingHow to Gain More Group Travel Bookings
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A happy group is the absolute best marketing tool you have. Word of mouth will bring you more referrals than any marketing or ad campaign ever could. People trust recommendations from their friends and family more than anything.
Group travel is BOOMING!
The industry is projected to hit $150 billion dollars by next year.
Just a few reasons to get excited:
- ☑️ Millennial and Gen Z Travel Habits: These generations often prioritize experiences over material possessions, making group travel an attractive option.
- ☑️ Technological Advancements: Online platforms and travel technology simplify group planning and booking, making it more accessible.
- ☑️ Diverse Travel Options: The industry caters to a wide range of interests, from adventure tours and cultural immersion to luxury retreats and wellness getaways.
Group travel is on the rise. Families, friends, businesses, non-profits – the list goes on. But securing these groups presents a challenge. They rarely fall into your lap. You need to be vigilant, constantly searching for opportunities. The next lucrative group could be right in front of you, but will you recognize it and seize the moment? Are you proactively pursuing leads, or are you passively waiting for business to come to you?
If you're looking for more group tips, make sure and check out our other articles: Group Articles for Travel Agents
And group travel is not easy. There are a lot of moving parts, and technology is your best friend. Flights, accommodations, activities, payments, itineraries, there is a lot to keep track of!
But if you're intimated by groups, when you think about it, they’re really not any different than a normal booking – except for the scale. This guide will walk you through the basics of how to gain more group travel bookings – whether it be for a family reunion, a wedding, or even a large corporate event.
But, how do you attract group travel bookings?
#1 - Identify and Target Niche Markets
Focus on specific groups that regularly organize travel, such as:
- ☑️ Corporate Incentive Groups
- ☑️ Destination Weddings
- ☑️ Family Reunions
- ☑️ Clubs and Hobbyists
- ☑️ Educational and Religious Groups
- ☑️ Affinity Groups
- ☑️ Sports Teams
How do you find these groups?
Identify Groups:
- Look for groups of people connected by common interests or purposes, such as alumni associations, hobby clubs (like wine, pickleball, etc.), professional organizations, or retirees.
- Ask existing contacts or clients about groups they belong to that might be interested in group travel.
Leverage Personal Networks:
- Start with your own circle of family, friends, and acquaintances to identify potential groups.
- Think about your connections to community groups, religious organizations, or local businesses.
Use Online Tools and AI:
- Utilize tools like Google and AI platforms like Perplexity to research local groups, organizations, and their potential for group travel.
- Search for organizations that have done group trips in the past, as they are more likely to be open to organizing more.
Engage in Fun Conversations:
- Adopt an "antennas up" mentality, listening for travel-related discussions at social events, community meetings, or even casual settings like cafes.
- Share your expertise casually to build rapport and explore opportunities.
Collaborate with Influencers and Media:
- Partner with local radio personalities or influencers who can promote group trips to their audiences.
- Offer co-branded "come along" trips where the influencer or personality joins and endorses the trip.
Focus on Decision-Makers:
- Engage with leaders of organizations or group activities and ask about their travel history and interests.
- Use qualifying questions to understand their travel needs and decision-making process, such as "How do you decide on your group trips?" or "What destinations excite your members?"
Create a Hit List:
- Develop and maintain a list of potential groups, their contact information, past travel activities, and follow-up notes to track your outreach efforts systematically.
Attend Chamber of Commerce and Community Events:
- Engage with local Chambers of Commerce and explore their networks for businesses and organizations interested in group travel.
- Highlight the value of group travel for team-building or fundraising purposes.
Provide Value-Added Proposals:
- Tailor group travel proposals based on the group's interests, such as culinary tours, sports trips, or cultural excursions.
- Offer incentives like free trips for group leaders or unique perks for the group.
Qualify Prospects:
- Focus on groups with a proven travel history or strong organizational leadership.
- Be prepared to decline working with groups that lack commitment, clear leadership, or interest in travel to save time and effort.
Implementing these strategies can help an experienced travel agent build a pipeline of prospective clients for group travel bookings.
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To learn more techniques and how to grow your travel business, read more on our Pathfinder Series.
