This article originally
appeared in the September issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
By Drew Daly, Senior Vice President and General Manager of CruiseOne
and Dream Vacations
With the final months of 2026 approaching and consumer
demand for travel at a high, now is the time to capitalize on group travel.
Booking group travel is one of the best ways to grow your
business and make more money. Although group travel can be exciting, many
travel advisors find it daunting and complex, and they’ll often shy away from
it because of the fear associated with making an error. (And, to be fair, one
mistake can be more costly with a group.)
However, in the end, the consumer is also overwhelmed when
they think about putting together a family gathering, a girls getaway weekend
or another special event. They know it’s a monumental task to coordinate the
logistics of everyone who is traveling.
Thus, they will greatly value the expertise and ease you can
offer.
As we move closer to 2027, there is more inventory available
in the marketplace for a cruise or land-based vacation, and flights will
undoubtedly increase as we head into the new year.
Here are a few tips for increasing group-travel clients and
bookings over the next several months:
- Reach out to past customers who have booked a group and see
if they’re interested in putting together another.
- Follow up with customers now about their spring and summer
2027 vacations — especially with your family clients as kids return to school —
to gauge interest in multigenerational travel and secure the best products for
their next travels.
- Focus on new and different destinations, as well as what
they can offer a group, both to help educate clients on what’s possible and
motivate them to take action. For instance, suggest an Alaska or Europe cruise
next year for an upcoming milestone, such as a reunion or bachelorette, or
Costa Rica for an outdoorsy crew seeking a fresh adventure.
All it takes are a few social media posts or emails to
clients to help them get the creative vacation juices flowing. In addition,
calling a few customers is always a great way to maintain relevance and discuss
travel. Even if they’re not ready for a group trip, the outreach will remind
them to book all their getaways with their favorite, thoughtful, expert travel
advisor: you.
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