group university

Growing the Group Travel Industry

Group University’s resources help travel suppliers, and buyers keep up with leisure group travel trends and best practices through educational resources.
Our series of whitepapers, case studies, how-to guides provide sought after knowledge about improving the group travel experience and looking for new opportunities for group travel businesses, organizations, and destinations.

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Leisure/General Market Whitepapers


There's Nothing Blue About SMERFs

Search Google for SMERF tourism and more than 25,000 results appear - the overwhelming majority addressing the meetings sector. While packaged group tours are often ignored when addressing SMERFS, this White Paper is about finding opportunities for packaged group travel in these traditional membership organizations.

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bank travel

Bank Travel Club Best Practices

Once the darling of the group travel industry, the bank travel club sector has gone through significant change and consolidation over the last decade. While some prognosticators predict a turn-around in the bank travel market once interest rates return to normalcy, a lot of travel suppliers are wondering how bank travel clubs fit into their marketing.

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Cooking Up Irresistible Itineraries

What constitutes a great itinerary? We talked to tour operators and asked them what they looked for when considering new destinations. We researched market trends in the “niche” travel group sector. We took stock of sample itineraries and poured our findings into a must-have whitepaper for any CVB, Cooking Up Irresistible Itineraries.

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hotel sales manager

A Hotel Sales Manager’s Guide to Growing Business

When hoteliers learn to think like a tour operator, a group leader, a reunion planner, church leader, a coach or band director you’ll outperform your competition, thrive in your position and increase your hotel’s profitability. Everybody wins!

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experiential tourism

Packaging Experiential Tourism

Never before has packaged group travel been more important to both destination marketing organizations and their partners. With tour planners looking to DMOs and their partners for fresh itinerary ideas, it just makes good business sense that suppliers are ready, willing and able to server their needs.

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shifting effect

The Shifting Effect

The Greatest Generation was a boon to the group travel industry. They loved bus tours, wanted to be entertained and a pre-planned group tour to anywhere sounded great! Unfortunately for some, baby boomers and their children didn’t have the same appetite for traditional group travel and as the senior group market aged, the number of traditional bus tours dwindled.

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Rock Star Supplier Series

Based on two and half decades of boots-on-the-ground experience, this whitepaper helps your business become a rock star in the eyes of your customers. Learn time-tested tools and newly minted tricks of the trade.

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Niche Market Whitepapers

student whitepaper

Learning Beyond the Classroom

How to Succeed in the Student and Youth Travel Marketplace - This market needs dedicated suppliers and vendors that can deliver consistent product, provide a safe and secure environment, and help change the lives of future generations. Are you up for the challenge?

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faith travel

A Look Inside the Faith Travel Market

The potential market for religious vacations is sizable. 35 percent of all outbound travelers are interested in taking a religious vacation and the market has grown 5% annually over the last decade. Learn how to welcome more religious-inspired travelers in this hands-on guide.

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case study

Case Study: Relationships to Results

Authored by Rockford native Nick Povalitis, sports sales manager of the Rockford Area CVB, Relationships to Results demonstrates how everyone wins when CVBs, sports commissions and parks and rec departments align their goals and work together.

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event bid

Guide to Winning the Event Bid Process

Authored by noted authority Bill Hanson, this publication details specifics of a winning sporting event bid. It includes identifying the needs of a tournament organizer, components of a successful bid book and planning a successful site visit.

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