Group travel refers to a form of tourism where people travel together as part of a larger group. These groups can vary in size and type, from small groups of friends or family to large tours made up of dozens or more participants. Organised group tours often include the expertise of knowledgeable tour guides who offer insights into local culture, history, and attractions, enhancing the overall travel experience. Overall, group travel can be a rewarding and memorable way to explore the Tamar Valley.
What is Group Travel?
Group travel often involves booking transportation, accommodations, and activities as a collective, which can sometimes lead to cost savings or other benefits. It can take various forms, including guided tours, educational trips, corporate retreats, religious pilgrimages, or special interest excursions. Often, the logistics are looked after by a tour operator or tour guide. There are plenty of organisations that specialise in Group Travel. Here’s a few examples:
- Group Travel Organisers (GTOs)
- Special interest groups (U3As)
- International Groups
- Coach Companies
Top Tips for working with Group Travel
Create some bespoke products or experiences for groups. Differentiate these products by including something specific or special.
Decide upon appropriate rates for these products and set them for the next three years.
Highlight and thematic tours are very popular. Be sure to specify the minimum and maximum number of people too.
If your product includes bedrooms, you’ll need to provide a breakdown of the accommodation that’s available.
Here’s an example of a Highlights Group Tour (adapt to suit your own business)
60-minute highlight tour of a Victorian factory with an opportunity to see how wool is turned into yarn and fabrics
Learn about steam power and how the mill operates – Engineering themend
Mill gift shop visit – an opportunity to browse yarns, rugs and fabrics
10% discount available to the group in the shop
A stop at the Waterside Café which seats 40 with additional outdoor seating
Group menu available
Large, free car park with free coach parking.
Easy access – just 2-miles from the M5
Full disabled access
Coach drivers benefits – meal voucher, free access to hot drinks, free admission and a £5 voucher to spend in the Mill Shop
Here’s an example of an accommodation group product
Number of bedrooms with breakdowns
Large, free car park with free coach parking
Easy access – just 2-miles from the M5
Full disabled access
Include coach drivers benefits or group leader benefits
Set out dining options
Include helpful details of any nearby attractions
Include allocations if relevant
(Allocation is the setting aside of beds specifically for group travel, reserved and priced at least 12-months in advance).
Here’s an example of a Group Travel Itinerary.
It needs to have a theme and include what’s nearby for groups. Mention local attractions that welcome groups (include dining options if that’s not something your business can offer). Include coach parking or drop off points. Include nearby accommodation options for groups, as well as any local farmers market or events taking place weekly
Once you have your products or tours laid out, create some leaflets and pdf documents featuring each one. Then, create a Group Travel page on your website where these products can be viewed and downloaded. You can also attend some UK Group Travel Trade Fairs as a visitor or why not exhibit? Here are some to consider:
British Travel & Tourism Show at the NEC in March.
Excursions at Twickenham Stadium in January
Group Travel Show in Milton Keynes in October.
Some things to think about
Trade rates are needed
Rates should be set out for the coming two to three years
Your rates need to be commissionable
Contracts should be in place
Safeguard your interests with your own set of terms and conditions
Carry out a competitor analysis to help you work out what others are offering.
Routes to Market Ideas
Start building a database of Group Travel Operators and Group Travel contacts and send them regular newsletters.
Host some familiarisation trips offering free accommodation or entry. You could even create a Travel Trade pass.
Engage with the likes of Group Travel Media, Group Leisure Magazine, Group Travel Today and We Want Groups
Join the Group Travel trade associations such as CTA, UKinbound and ETOA
Be active on Tripadvisor
