Tour Group Madness! The More The Merrier!

Goals Provide hands on tools & strategies What makes for Great Tour Group Destination Relate some of my humble experiences

Maya Angelou Poet, best-selling author, director, actor

Questions….. Is the Group Tour Market for you or a waste of your resources?

Group Tours Creating Memories What makes you memorable? Value-added and not easily purchased Super Size Service Experience Fun Stay on Schedule How? PYICS Thinking Put Yourself In Your Customers’ Shoes

Impact of Group Tour Market Average daily expenditure of the packaged traveler is more than $200 per NTA 2001 study. A fully loaded motorcoach (46 passengers on average) on a charter or tour making an overnight stay contributes an average of $5,000 to $7,500 (USD) per day to the local economy including meals, lodging, shopping, admissions fees, souvenirs and local taxes per ABA

Definitions: Group Tour or Package Tour Components A saleable travel product that offers several travel elements for one fixed price Components Lodging, transportation, sightseeing, attractions, entertainment, meals

Definitions Group Transportation What is a group? Motorcoach, air, rail, cruise vessel, rental or private car What is a group?

Players Suppliers Wholesaler Hotels, restaurants, attractions, entertainment, guides, motorcoach, adventure company Wholesaler Company that creates & markets inclusive tours for sale through others

Players Receptive Operator Tour Operator Tour operator who specializes in services for incoming visitors, facilitating all local details Tour Operator Company which creates and/or markets inclusive tours & performs tour services. Sells directly to consumer

Players Group or Tour Leader Member of the groups on whose behalf they work. They create tours for travel clubs at banks, etc.

Questions…. In the Group Tour Market, what do you want to be?

Affinity Groups People who enjoy being with others, sharing common interests, learning new things.

Players Convention & Visitor Bureaus Chambers of Commerce Associations or government agencies that market and attract visitors to a specific destination or region from over 50 miles away. Chambers of Commerce Associations that promote the growth and success of all types of business in a specific community or region.

Help! CVB’s Chamber of Commerce Iowa Group Travel Association Eastern Iowa Tourism Association American Bus Association National Tour Association Group Tour Magazine

Good to Great Credit to Jim Collins & Ellen Rosen Tour Friendliness PYICS Thinking Put Yourself In Customers’ Shoes Concise consistent instructions Flexibility Timing No Problem Think creatively And…..

How Fascinating! The Art of Possibility By Rosamund and Ben Zander

Good to Great Reliability Deliver on your promise This group is the most important one Show time

Practical Side of Group Tours Itineraries Pricing Step On Guide Wow Attractions Feeding the masses Tips for Success

Itineraries One-day: Day Trips Multi-day Hub-and-Spoke Tours Part of long haul

Itineraries Themes: What is the essence of your destination? Special events History Heritage tourism trails Behind the scenes tours Experiential learning

Itineraries Design Where to begin? Draft or Sample or Proposal –Flexible, Remember? Think out of the coach! Welcome Center Easy to find Brands the experience Experience the brand

The Experience Economy Joseph Pine & James Gilmore Four Sectors of Experience: Education Entertainment Escape Esthetic

Itinerary Super Service Tips Easy Motorcoach Movement: Space, solid step down, covered Clean, adequate restrooms Allow time for unloading and loading

Itinerary Attraction Keeps them in theme Step on Guide explains area and site on the way Allow some free time for shopping if applicable Provide water

Itinerary Lunch Ideal if on site of attraction Prearranged Unload and load time

Itinerary Afternoon Allow some touring time after meal Attraction should be lively Mid afternoon snack

Itinerary Hotel Allow check-in times Hotel has packets already prepared with separate check-in area Allow for “freshening” time

Itinerary Evening event Combines food and fun Murder mystery Local Music Story Teller Demonstration

Pricing Individual pricing Total package price Tiered Pricing

Individual Pricing Individual Per person Minimum number of participants What do they get? Taxes or charges

Total Package Price Receptive Services Destination management company Requires someone to coordinate and administer

Step On Guide Star of the Show! People person Ease of public speaking to variety of ages, genders, interests Can deliver instructions in concise manner Able to ride backwards Knowledge of local history, people, buildings, roads Willingness to share that information regardless of personal opinions Mobility with motorcoach Ability to perform assigned activities under all conditions including standing for long periods of time

WOW Attractions Fun Memorable Engaging Informative Embraces groups Restrooms

Fed Visitors are Happy Visitors Group meal Offer limited choices ahead of time Vouchers Include gratuity Variety Include local “flavor” Sufficient restrooms

Tips for Success How do you measure up?

Group Tours The More can be the Merrier! The Merrier, the Madder! Questions?

Ross Ament Ament Associates Inc. 307 Normandie Drive Sugar Grove Illinois 60445 630.466.8024 rament1@aol.com www.amentassociates.com