leisure group travel trends capitalizing on the shifting landscape by jeff gayduk, president,...

Leisure Group Travel Leisure Group Travel TrendsTrends

Capitalizing on the Capitalizing on the Shifting LandscapeShifting Landscape

By Jeff Gayduk, President, Premier Tourism Marketing

Copyright 2010, Premier Tourism Copyright 2010, Premier Tourism MarketingMarketing

Yesterday’s Group MarketYesterday’s Group Market

• SeniorsSeniors

• StudentsStudents


Today’s Leisure Group Today’s Leisure Group MarketMarket• Traditional seniorsTraditional seniors

• Non-traditional seniorsNon-traditional seniors

• Traditional “class trips”Traditional “class trips”

• Non-traditional student & youth – bands, clubs, youth groupsNon-traditional student & youth – bands, clubs, youth groups

• Niche & Affinity groupsNiche & Affinity groups

• Religious, ethnic, special interestReligious, ethnic, special interest

• ReunionsReunions

• Sports, Outdoor & AdventureSports, Outdoor & Adventure


Senior Market TrendsSenior Market Trends• Senior group tour business is holding, but Senior group tour business is holding, but

not easily repeatablenot easily repeatable

• Catalog business is soft nationwideCatalog business is soft nationwide

• Custom groups are where the action isCustom groups are where the action is

There will always be There will always be a “Senior Group a “Senior Group Travel Market”Travel Market”

No matter what people say, No matter what people say, invariably some will end up invariably some will end up

like their parents!like their parents!


What operators are doing well What operators are doing well in this market?in this market?

• Collette – new small group division Collette – new small group division ExplorationsExplorations

• Mayflower – new religious divisionMayflower – new religious division• Globus – 5 brands under one roofGlobus – 5 brands under one roof• Road Scholar 8,000 educational toursRoad Scholar 8,000 educational tours• U.S. Tours – Fun Me Events – Sports Leisure U.S. Tours – Fun Me Events – Sports Leisure

– Free Spirit– Free Spirit


Operator commentOperator commentWe’ve actually increased sales during this recession. Past performance tells you that We’ve actually increased sales during this recession. Past performance tells you that

during tough times you lower prices to increase volume, but the truth is we have during tough times you lower prices to increase volume, but the truth is we have been increasing prices. Customers are asking for better hotels and meals, for unique been increasing prices. Customers are asking for better hotels and meals, for unique events and activities, and they are willing to pay for that better experience. events and activities, and they are willing to pay for that better experience.

There are plenty of groups looking for the lowest price, and there are plenty of tour There are plenty of groups looking for the lowest price, and there are plenty of tour operators trying to sell it. To me, the idea of chasing that business is like jumping operators trying to sell it. To me, the idea of chasing that business is like jumping into a chaotic melee where you get bumps and bruises, count small change as profit into a chaotic melee where you get bumps and bruises, count small change as profit and listen to customers complain over cheap rooms and bad food. Fortunately, and listen to customers complain over cheap rooms and bad food. Fortunately, there also plenty of travelers looking for better service. I’m selling them really great there also plenty of travelers looking for better service. I’m selling them really great trips because they are demanding it. trips because they are demanding it.

In addition we are finding great opportunity with last minute buyers. Both from groups In addition we are finding great opportunity with last minute buyers. Both from groups adding extra passengers and from groups adding late departures. adding extra passengers and from groups adding late departures.

There are plenty of opportunities in today’s marketplace as long as you open your eyes, There are plenty of opportunities in today’s marketplace as long as you open your eyes, answer your phones, and work harder than your competition.answer your phones, and work harder than your competition.

Robert Cline Robert Cline


Student Market TrendsStudent Market Trends• Class trips – as the economy weakened, Class trips – as the economy weakened,

this market compressedthis market compressed• Led to consolidation of major players - Led to consolidation of major players -

BrightsparkBrightspark• Growth in school bands, choirs, clubs, Growth in school bands, choirs, clubs,

private schools and arts & culture youth private schools and arts & culture youth groupsgroups

• How about creating music festivals?How about creating music festivals?• Growing trend in religious youth group Growing trend in religious youth group

retreatsretreats


ReligiousReligious• $18 billion market$18 billion market

• All religious travel is not just a validation All religious travel is not just a validation of faithof faith

• Men’s Club, Women’s Club, Senior Men’s Club, Women’s Club, Senior Ministry, Youth Ministry, Travel MinistryMinistry, Youth Ministry, Travel Ministry

• RetreatsRetreats


ReunionsReunions• Military reunions market shrinks as WWII Military reunions market shrinks as WWII

reunions endreunions end

• Family reunions are a viable source of Family reunions are a viable source of business for hotels/resorts during summerbusiness for hotels/resorts during summer

• Recession proof – 200k reunions annuallyRecession proof – 200k reunions annually

• 50% meet annually, 21% are over 100 50% meet annually, 21% are over 100 peoplepeople


Niche & Affinity GroupsNiche & Affinity Groups• Affinity and special interest groups are Affinity and special interest groups are

growing faster than the overall marketgrowing faster than the overall market

• Small niche travel clubs and organizations Small niche travel clubs and organizations travel with a specific purpose / event in travel with a specific purpose / event in mindmind

• Transportation mode is irrelevant – bus or Transportation mode is irrelevant – bus or BuickBuick


Recap on Market TrendsRecap on Market Trends• Not your father’s group tour marketNot your father’s group tour market• Growing population of seniors & super Growing population of seniors & super

seniors assures continued success of this seniors assures continued success of this segment – market will double in 25 yearssegment – market will double in 25 years

• Business is being cultivated by innovative Business is being cultivated by innovative tour operatorstour operators

• Strong trends in student, religious and Strong trends in student, religious and reunionsreunions

• Entrance of Niche & Affinity Travel Groups Entrance of Niche & Affinity Travel Groups is a game changeris a game changer


Part II – Part II – Getting Your Niche On…Getting Your Niche On…• New groups are popping up dailyNew groups are popping up daily

• Likely to NOT use tour operators or Likely to NOT use tour operators or travel agentstravel agents

• Thirsty for resourcesThirsty for resources


Why is this Happening?Why is this Happening?• Affinity groups share common bond or interest, Affinity groups share common bond or interest,

regardless of ageregardless of age• People prefer to travel with a purpose and trips People prefer to travel with a purpose and trips

are more enjoyable when everybody “brings are more enjoyable when everybody “brings something to the party”something to the party”

• Special experiences can be organized that are not Special experiences can be organized that are not “do-able” as individuals – special receptions, “do-able” as individuals – special receptions, private showings, etc.private showings, etc.

• It’s cheaper and safer to travel in a group!It’s cheaper and safer to travel in a group!


How do niche groups differ How do niche groups differ from senior groups?from senior groups?• Perceive themselves as young – no matter Perceive themselves as young – no matter

what their agewhat their age• View travel as a right, not luxuryView travel as a right, not luxury• Value-oriented, but will spend $$ for Value-oriented, but will spend $$ for

unique experiencesunique experiences• Personal enrichment, flexibility and Personal enrichment, flexibility and

independence are keyindependence are key• More frequent trips, shorter durationMore frequent trips, shorter duration


Examples of Niche & Affinity Travel Examples of Niche & Affinity Travel GroupsGroups

GardeningGardening Food/WineFood/Wine Girlfriends/Girlfriends/

BuddiesBuddies

Social ClubSocial Club Farm/Farm/AgricultureAgriculture

ReligiousReligious

Fundraising/Fundraising/Cause BasedCause Based

Military Military FamiliesFamilies

EthnicEthnic


Examples of Affinity & Examples of Affinity & Special Int. Groups IISpecial Int. Groups II

Adventure/ Adventure/

ActiveActiveSingle/Single/

DivorcedDivorcedArts & Arts & TheaterTheater

BirdersBirders MusicMusic QuiltersQuilters

GamersGamers GolfGolf Dozens of Dozens of OthersOthers


Case StudiesCase Studies

• Northern IndianaNorthern Indiana

• Myrtle BeachMyrtle Beach

• Chicago NW SuburbsChicago NW Suburbs

• BransonBranson


Find Your NicheFind Your Niche• What types of groups fit your profile?What types of groups fit your profile?

• Find partners and package with themFind partners and package with them

• Optimize your website so you’re foundOptimize your website so you’re found

• Create an integrated marketing planCreate an integrated marketing plan

• Utilize social media tools – Facebook, Utilize social media tools – Facebook, Linked-In, TwitterLinked-In, Twitter

• Don’t be greedyDon’t be greedy


Part III – Creating a Cohesive Part III – Creating a Cohesive Marketing PlanMarketing Plan• Print advertising is still affective in building brand – Print advertising is still affective in building brand –

positions you as the resource in your marketpositions you as the resource in your market• Use editorial/public relations to refine your messageUse editorial/public relations to refine your message• Post card marketing drives prospects to actionPost card marketing drives prospects to action• Online advertising and Google ad words ads bring targeted Online advertising and Google ad words ads bring targeted

traffictraffic• Facebook friends, Linked In Groups and Twitter followers Facebook friends, Linked In Groups and Twitter followers

are new ways to connect with travelers and groupsare new ways to connect with travelers and groups• Your website must promote action, not just look prettyYour website must promote action, not just look pretty• Collect emails at every chanceCollect emails at every chance• Follow up on trade show leads by phone to confirm Follow up on trade show leads by phone to confirm

legitimacylegitimacy• Rinse / Repeat – rule of 7Rinse / Repeat – rule of 7


You Can’tYou Can’t

• Have one group packageHave one group package

• Have one group web pageHave one group web page

• Have one group itineraryHave one group itinerary

• Be everything to everybodyBe everything to everybody


You CanYou Can

• Be unique to a select group of Be unique to a select group of customerscustomers

• Focus on your strengthsFocus on your strengths

• Partner where you are weakPartner where you are weak

• Package to create experiencesPackage to create experiences


In ReviewIn Review• Senior Group Travelers will always exist so Senior Group Travelers will always exist so

do not abandon your marketing efforts to do not abandon your marketing efforts to reach themreach them

• Growing trends in special-interest travelGrowing trends in special-interest travel

• Look for unique market niches to build Look for unique market niches to build your group market business, you’ll be your group market business, you’ll be pleasantly surprised by the resultspleasantly surprised by the results

The Riches are The Riches are in the Niches!in the Niches!

Jeff Gayduk, PublisherJeff Gayduk, Publisher

[email protected]@ptmgroups.com

www.ptmgroups.comwww.ptmgroups.com

630.794.0696630.794.0696

leisure group travel trends capitalizing on the shifting landscape by jeff gayduk, president,...

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