New planner-ready itineraries help destinations turn their group travel offerings into bookable trip experiences.
For many destinations, attracting group travel business starts with having the right experiences to offer. But even destinations with outstanding attractions, restaurants, accommodations and cultural experiences can struggle to communicate those assets in a way that works for tour operators and group travel planners.
That gap is what led Leisure Group Travel to rethink how destinations can market their group-friendly experiences.
LGT has recently introduced its newly redesigned Itinerary Marketing Packages, a program built specifically around the way group travel professionals research, plan and sell trips.
Rather than simply creating a list of attractions or a traditional destination itinerary, LGT’s team develops a planner-ready, three-day group travel blueprint designed to demonstrate how a destination can work as an actual group experience.
From Destination Content to Bookable Experiences
The concept grew out of conversations with tour operators who repeatedly encountered the same challenge: destination websites and itineraries are often designed with individual travelers in mind.
For a group planner, however, knowing that a destination has great restaurants, attractions or museums is only the beginning. They need to understand how those experiences can work for a group and how a three-day visit can come together.
LGT’s redesigned itinerary product addresses that need by putting the group planner at the center of the content. Each itinerary is researched, written and produced by the LGT editorial team, with group-specific planning details and language designed to help turn a destination’s experiences into a cohesive trip.
The concept is already gaining traction, with 10 new clients onboarding in the past month.
The itineraries are also optimized for SEO and AI discoverability, helping destinations reach planners as they research future group trips online.
See an example of the new itinerary format online >>
“I like the way these itineraries break things out into morning, midday and afternoon activities, and wrap with Today’s Highlights. I treat sample itineraries like a puzzle, keeping the pieces I like and putting them together in a way that makes logistical sense for my travelers.”
— Clayton Whitehead, Sports Leisure Vacations
“I think these itinerary pages are a very good concept. First, the “Ideal Demographic” is helpful and then the link to someone with more info being at both the top and bottom of the page is good. I also found the “Group Logistics” page very helpful. Overall, a good representation of the destination and everything we need to copy and promote and operate.”
— Bob Cline, U.S. Tours
See the New Itinerary Marketing Program in Action
Learn more about Leisure Group Travel’s redesigned Itinerary Marketing Packages in this short overview:
A Multi-Channel Marketing Opportunity
The itinerary itself becomes a marketing asset, with packages combining editorial development and targeted promotion across LGT’s print, digital, email and social channels. Depending on the package, destinations can receive a dedicated landing page with lead capture, print placement in Leisure Group Travel, e-newsletter and e-blast promotion, an animated itinerary feature, paid social promotion and print or digital assets for their own sales efforts.
The three packages are:
- Spotlight — $3,995: A professionally produced itinerary with print placement, a dedicated landing page and e-newsletter promotion.
- Select — $5,995: Everything in Spotlight, plus an animated itinerary feature, e-blast inclusion and a 90-day digital and paid social campaign.
- Signature — $9,995: The most comprehensive option, adding a four-page destination-branded feature, 100 print reprints and a digital PDF for sales and trade-show use.
The goal is simple: help destinations show group planners not just what there is to see and do, but how those experiences can become a trip.
For more information about Leisure Group Travel’s Itinerary Marketing Packages, contact Premier Travel Media at 630-794-0696 or advertising@ptmgroups.com.