This article originally
appeared in the May issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Today’s travelers arguably place a high premium on vacations
that include one-of-a-kind experiences, and the tours and packages niche is
clearly no exception to that rule, say advisors.
“While the overall volume of package sales remains
consistent with last year, there’s a notable uptick in the average cost per
trip,” said Ashley Switzer, an independent contractor with Sojourney Travel.
“This reflects a trend where clients are increasingly willing to invest more in
their travel experiences to align with their desired level of quality and
satisfaction. This shift underscores a growing emphasis on value and premium
offerings within the travel industry.”
Cultural Immersion
“There’s a clear trend toward seeking out more authentic and
distinctive experiences, reflecting a desire for deeper cultural immersion and
exploration of lesser-known destinations,” Switzer added. “As a result, I have
shifted my marketing and trajectory to focus on this sort of travel.”
For Heather Di Pietro, president and CEO of
TravelSalesGroup, the tours segment is a niche that continues to grow. “We
specialize in luxury escorted tours, and we are up about 25 percent in sales
over our 2023 numbers already for this year,” she said. “In addition, we’re
doing some custom tours, especially in Europe. They have been so strong that I
had to hire a new advisor specializing in Europe FITs.”
In the past, TravelSalesGroup “had more people booking pre
designed itineraries where you just join a group and go,” Di Pietro said.
“Customized luxury tours and self-drive trips are becoming more and more
popular.”
Popular Destinations
This year, Europe is a hot seller for tours and packages.
“Europe is huge with tons of requests for Italy, Ireland, Greece, Spain and
Portugal,” Di Pietro said. “Paris/France is always a big one as well. I think
people also like the convenience of going with a small group – all planned for
them with some options and lots of downtime scheduled in for individual
exploring.”
Italy and Greece are also selling briskly for Elizabeth
Henn, founder of LBAC Travel, who noted that clients are also interested in
tours incorporating Switzerland and the Northern Lights.
Sarah Kline, president of Time For Travel, is also
experiencing strong demand for Europe, particularly for such destinations as
Greece, Italy and Portugal – in addition to more exotic locales like Thailand
and Bali. “Most of our business has been based on sun-and-fun regions over the
past few years, but we are seeing a strong demand for more exotic
destinations,” she said.
“Last year our most requested destinations for packages were
the Dominican Republic and Aruba,” Henn said. “This year into next it’s Aruba,
but we’re also seeing more requests to do something different. We have been
recommending St. Maarten and Grand Cayman and are excited about the new Indigo
Hotel, sister property of Kimpton Seafire Resort and Spa, opening in May in
Grand Cayman.”
Safety and Convenience
What are the key selling points for tours and package
vacations? “Safety and convenience are the biggest ones. People can get the
experience they want, but there is always someone there, or at least someone to
call if they need something,” Di Pietro said.
“With the self-drive trips, all the worry is taken away
because the itinerary is planned and mapped out for you. You have more
flexibility in your timing, and there are not 15 to 50 other people to wait
around for. That is the best of both worlds – your own vacation experience but
with a host to make recommendations and guide you in a great direction for how
to spend your day.”
Top Benefits of Selling Escorted Tours
Elizabeth Henn of LBAC Travel provided her top three
benefits of selling escorted tours.
“First is the ease of travel – no thoughts or decision
making required, having everything organized and handled for you. You just need
to show up and enjoy,” she said.
“Second is the opportunity to meet and travel with
like-minded individuals who are interested in experiencing the same places and
activities on the itinerary.
“Third is the expert guides that are assigned as the primary
contact during the tours, as well as the local guides that are there to share
their first hand experiences, culture and knowledge of the destination.”
“It is also a better value to have as many components as
possible that are pre-paid in advance in U.S. dollars especially when traveling
to Europe,” Kline said.
Seamless Experiences
“Clients appreciate the convenience of a seamless holistic
experience, where every detail is planned and presented as one cohesive
journey,” Switzer said. “Whether it’s a meticulously crafted itinerary
comprising various suppliers designed by me or a comprehensive package handled
by a single entity, clients appreciate the completeness and coherence it
offers. Consequently, I’ve observed a significant increase in my close rate
when presenting clients with well-rounded, all encompassing itineraries.”
Additionally, tours and packages “alleviate the need for
clients to ask follow-up questions regarding transportation requirements, tour
experiences, etc., as these components are already included in their itinerary
and allow them to see a complete vision of their adventure,” Switzer added.
Exclusive Benefits
“We offer clients access to group space, custom tours and
exclusive benefits that consumers cannot always get when booking direct,” Henn
said. “Packages typically pay higher base commissions compared to booking
direct. Escorted tours and package offerings help advisors differentiate their
agency from online booking sites Ultimately, escorted tours and packages help
foster ongoing relationships between advisors and travelers who rely on expert
guidance, which equates to loyal clients.”
Switzer said, “By collaborating with a supplier capable of
managing all components seamlessly, advisors streamline their workflow. This
consolidated approach provides a singular point of contact, saving valuable
time and affording a comprehensive view of the entire client experience from
start to finish.”
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