Why Your Clients Travel

The first question people typically ask when planning a vacation is, “Where do I want to go?”

But shouldn’t the question start with “why”?

Knowing what travelers want to get out of their trip is equally as important when helping them plan for it. The tour operator members of USTOA believe it’s critical to uncover the “why” of travel—the emotional connections people seek when exploring destinations and cultures.

USTOA embarked on a journey to answer that very question through a collection of videos and articles that followed travelers on four tour operator-member itineraries.

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“We hope their testimonials will inspire your clients to ask themselves the same question,” said Terry Dale, President & CEO of the U.S. Tour Operator Association.

Go Ahead Tours’ traveler Ann Girres shared, “I travel for many reasons–for fun, for adventure, to better understand history, to experience other cultures, to see wondrous sites–but mostly because it helps me understand the world better.”

Girres recently participated in Go Ahead Tours’ “The Wonders of Ancient Israel” program, where guests toured the cosmopolitan city of Tel Aviv before traveling to the Holy Lands, including one of the oldest cities in the world, Jerusalem. The trip also included visits to Mount Zion and the Dead Sea.

Roberta James, a guest on Audley Travel’s “Journey Along the Silk Route” China itinerary travels to expand her horizons and knowledge: “I love meeting new people, eating new foods and visiting historical buildings. For me, it’s about trying to absorb the whole picture of a country."

Audley Travel’s 21-day Chinese adventure followed the ancient Silk Route taking travelers through stunning desert, mountain and countryside scenery, architecture and cultures.

Tauck’s “Switzerland: Europe’s Crown Jewel” 11-day itinerary promises guests like Diane Buchanan views of Switzerland’s famous soaring panoramas and serene beauty.

During the trip, Buchanan said, “I travel because the world is a huge and amazing place. It makes you feel alive because you’re touching as much of it as you can.”

Her trip also included a train ride to Gornergrat to view the Matterhorn, a winetasting cruise on Lake Lugano, time to explore Bern, Lucerne and more.

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African Travel, Inc. tour guest Diane Rankin said, “Travel helps me be a better person. It gives me perspective on what’s important to other people and why.”

Rankin was part of a custom trip to South Africa, where she climbed to the top of Table Mountain via cable car, searched for “the Big Five” on a safari through the Sabi Sand Game Reserve, visited a winery in the Cape Winelands, and more.

Whether it’s personal growth, meeting new people or gaining some perspective, USTOA encourages you to ask your clients why they travel.

For more information about tours and packaged vacations, visit www.ustoa.com. Remember that when booking with USTOA Active Members, you also get the assurance of knowing that they are held to the highest standards in the industry with the association’s $1 Million Travelers Assistance Program.

Editor’s Note: Information was correct at time of writing. All tours/packages subject to availability. Prices may vary from time of writing, based on currency fluctuations.