A look at how hotels and attractions can develop lasting tour operator relationships.
Twenty-five years ago, the group industry was considered high-touch, not high-tech. Fast forward to today and its obvious things have drastically changed. We’re no longer “dialing up” our Internet, and e-mail and instant messaging has replaced phone calls for status updates. All of these tools have had a significant impact on the industry. However, the importance of one-on-one business relationships is still the critical factor for group sales success.
Tour operators tend to do business with people they know and trust. Would you entrust 40 of your customers with someone you did not know? Understanding this, the next question you should be asking yourself is “How do I develop relationships in the tour & travel industry?”
Identify Your Target Markets
Start with an assessment of your attraction, restaurant or hotel property so you can formulate an idea of the group market segment your business should be targeting. Are you looking for the traditional senior tour market, or are you better suited for student tours or affinity groups? The point here is you can certainly service students and sports along with motorcoach tours and reunions, but do you have the marketing budget and time to pursue each? In the beginning, focus on what you can accomplish efficiently.
Hook Into Your CVB’s Group Sales Network
If you’re going to be in the group business, it’s essential you be an active member of your area’s Destination Marketing Organization (DMO), also commonly referred to as a Convention & Visitors Bureau (CVB). These are the people that are promoting the destination experiences, group product and ultimately your business. Don’t just show up for CVB meetings, offer to host one! If you expect to be included in their pitch to group buyers, make sure they know you are ready, willing and able to host their valuable customers.
Activate a Group Sales Section on Your Website
This is where a lot of suppliers fall short. A well-crafted group sales page on your website will do more to endear you to the industry than anything else on this list. What should be on this list?
Key Components of an Attraction Group Sales Page
- Group-focused headline & value proposition of 2-3 sentences
- Group types served — tour operators, motorcoach, student, senior, family, etc.
- Group size & capacity
- Group rates & packages
- Group experiences / tours
- Visit duration
- Motorcoach & group amenities — parking, drop-off, accessibility, restrooms, dining
- Group dining options
- Booking requirements — advance notice, deposits, cancellation policy
- Best times to visit / seasonality
- Suggested itinerary pairings — nearby attractions and destinations
- Group photos/video
- Downloadable group sales materials
- Dedicated group sales contact
- Simple group inquiry/quote form
- Strong CTA — Request Group Information / Get a Group Quote / Plan Your Visit
Be FAM Friendly
When called upon to host a tour operator, group leader or teacher planner familiarization (FAM) tour, do not hesitate to say YES. That prospective customer has already been vetted by your DMO. Consider it a promotional cost of doing business. A potential customer needs to see your business before they can sell your business, so plan on being available along with your manager-on-duty to meet and greet the prospects.
The professional courtesy extended to the DMO and FAM tour needs to be shown by all the group-friendly businesses in your destination. Whether they host a joint hospitality night or individual site inspections, it’s critical that “who you are” and “what you do” be put on display. These partners will be important elements of your success. From itineraries and packaging to sales blitzes and trade shows, you’ll be selling the destination, not just your property, restaurant or attraction.
Critical Literature: Your Group Sales Profile Sheet
Beyond your rack brochure, a Profile Sheet is critical to your sales effort — it’s your specific message to the group travel industry. You do not have to show prices if you have tiered pricing for groups. You’ll have separate rate sheets for your professional tour operators and other group opportunities.
Group Sales Calls & Blitzes
The next step in the process is dependent on your type of business. For restaurants, attractions, retailers and some service providers, it’s wise to take a day trip to make sales calls on prospects within 3.5 hours of your locale. For hoteliers and other services, extending the sales call area to 6–7 hours travel is appropriate, though obviously more time-consuming and expensive. National, regional and state association directories can certainly help identify the prospects in these geographic circles. If offered, consider a regional sales blitz with your partners or sponsored by your DMO.
Trade Publications and Websites
There are a number of well-established media brands in the group tour space, having operated media platforms for over 20 years. Premier Travel Media’s Leisure Group Travel brand is one example. With a well-rounded editorial calendar covering regional travel destinations, niche travel markets and industry trends, backed by an experienced editorial team, Leisure Group Travel has become the largest platform for the group travel industry.
Where Do Trade Shows Fit Into Your Group Sales Strategy?
Trade shows and marketplaces are an important part of any group sales strategy, but choosing the right ones — and knowing when you’re ready for them — takes careful planning. For a full breakdown of which shows are right for your business and where you are in your sales development, read our complete guide to choosing group tour trade shows.
By Dave Bodle, Associate Publisher
Tour operators do business with people they know. So do we. Every PTM territory has a name attached to it, and most of us sold group travel before we sold media. Find the rep that covers your area
Up Next: Types of group travel buyers and how they impact your sales approach >>
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