1 Tour Group Madness! The More The Merrier!
2 Goals Provide hands on tools & strategiesWhat makes for Great Tour Group Destination Relate some of my humble experiences
3 Maya Angelou Poet, best-selling author, director, actor
4 Questions….. Is the Group Tour Market for you or a waste of your resources?
5 Group Tours Creating Memories What makes you memorable?Value-added and not easily purchased Super Size Service Experience Fun Stay on Schedule How? PYICS Thinking Put Yourself In Your Customers’ Shoes
6 Impact of Group Tour MarketAverage daily expenditure of the packaged traveler is more than $200 per NTA 2001 study. A fully loaded motorcoach (46 passengers on average) on a charter or tour making an overnight stay contributes an average of $5,000 to $7,500 (USD) per day to the local economy including meals, lodging, shopping, admissions fees, souvenirs and local taxes per ABA
7 Definitions: Group Tour or Package Tour ComponentsA saleable travel product that offers several travel elements for one fixed price Components Lodging, transportation, sightseeing, attractions, entertainment, meals
8 Definitions Group Transportation What is a group?Motorcoach, air, rail, cruise vessel, rental or private car What is a group?
9 Players Suppliers WholesalerHotels, restaurants, attractions, entertainment, guides, motorcoach, adventure company Wholesaler Company that creates & markets inclusive tours for sale through others
10 Players Receptive Operator Tour OperatorTour operator who specializes in services for incoming visitors, facilitating all local details Tour Operator Company which creates and/or markets inclusive tours & performs tour services. Sells directly to consumer
11 Players Group or Tour LeaderMember of the groups on whose behalf they work. They create tours for travel clubs at banks, etc.
12 Questions…. In the Group Tour Market, what do you want to be?
13 Affinity Groups People who enjoy being with others, sharing common interests, learning new things.
14 Players Convention & Visitor Bureaus Chambers of CommerceAssociations or government agencies that market and attract visitors to a specific destination or region from over 50 miles away. Chambers of Commerce Associations that promote the growth and success of all types of business in a specific community or region.
15 Help! CVB’s Chamber of Commerce Iowa Group Travel AssociationEastern Iowa Tourism Association American Bus Association National Tour Association Group Tour Magazine
16 Good to Great Credit to Jim Collins & Ellen Rosen Tour FriendlinessPYICS Thinking Put Yourself In Customers’ Shoes Concise consistent instructions Flexibility Timing No Problem Think creatively And…..
17 How Fascinating! The Art of Possibility By Rosamund and Ben Zander
18 Good to Great Reliability Deliver on your promiseThis group is the most important one Show time
19 Practical Side of Group ToursItineraries Pricing Step On Guide Wow Attractions Feeding the masses Tips for Success
20 Itineraries One-day: Day Trips Multi-day Hub-and-Spoke ToursPart of long haul
21 Itineraries Themes: What is the essence of your destination?Special events History Heritage tourism trails Behind the scenes tours Experiential learning
22 Itineraries Design Where to begin?Draft or Sample or Proposal –Flexible, Remember? Think out of the coach! Welcome Center Easy to find Brands the experience Experience the brand
23 The Experience EconomyJoseph Pine & James Gilmore Four Sectors of Experience: Education Entertainment Escape Esthetic
24 Itinerary Super Service Tips Easy Motorcoach Movement:Space, solid step down, covered Clean, adequate restrooms Allow time for unloading and loading
25 Itinerary Attraction Keeps them in themeStep on Guide explains area and site on the way Allow some free time for shopping if applicable Provide water
26 Itinerary Lunch Ideal if on site of attraction PrearrangedUnload and load time
27 Itinerary Afternoon Allow some touring time after mealAttraction should be lively Mid afternoon snack
28 Itinerary Hotel Allow check-in timesHotel has packets already prepared with separate check-in area Allow for “freshening” time
29 Itinerary Evening event Combines food and fun Murder mysteryLocal Music Story Teller Demonstration
30 Pricing Individual pricing Total package price Tiered Pricing
31 Individual Pricing Individual Per personMinimum number of participants What do they get? Taxes or charges
32 Total Package Price Receptive Services Destination management companyRequires someone to coordinate and administer
33 Step On Guide Star of the Show! People personEase of public speaking to variety of ages, genders, interests Can deliver instructions in concise manner Able to ride backwards Knowledge of local history, people, buildings, roads Willingness to share that information regardless of personal opinions Mobility with motorcoach Ability to perform assigned activities under all conditions including standing for long periods of time
34 WOW Attractions Fun Memorable Engaging Informative Embraces groupsRestrooms
35 Fed Visitors are Happy VisitorsGroup meal Offer limited choices ahead of time Vouchers Include gratuity Variety Include local “flavor” Sufficient restrooms
36 Tips for Success How do you measure up?
37 Group Tours The More can be the Merrier! The Merrier, the Madder!Questions?
38 Ross Ament Ament Associates Inc. 307 Normandie Drive Sugar GroveIllinois 60445