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Successful Group Travel…
building and maintaining relationships with your groups We know that developing a solid reputation as a group travel specialist and selling group travel can be rewarding, profitable, easy and will build a loyal traveler base.
Mayflower Cruises & Tours has been the leader in group travel for over 40 years and we know the “Secrets to Selling Group Travel.” These secrets are facts and helpful hints that will guide you through the promotion and sale of successful group travel. Yes, it does take some time and effort, but the rewards will be great!
The Mayflower Way The Ultimate Experience
Our first priority is to provide our travelers with the ultimate experience backed by our integrity. We understand that your anticipation and preparation is an extremely important part of your holiday, and our Quality Assurance program keeps our tours fresh and fun-filled. It is our firm belief that what makes your holiday a Life Enriching Experience is the standard to which we strive.
The first steps begin with knowing how to get started. Mayflower Cruises & Tours wants to help you become the group expert in your area. Whether you have had success with group travel or are now ready to begin, this booklet will help you understand the benefits of selling group travel and how working with a professional tour operator will make this an easy, rewarding and profitable way to grow your business.
Since 1979, Mayflower Cruises & Tours has helped thousands of group specialists earn great commissions and FREE travel to amazing destinations around the world. We appreciate the opportunity to share this insight with you and assisting you in making your group sales program a great success.
Sherri Guiborat Vice President, Sales and Marketing Mayflower Cruises & Tours
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Why Travelers Choose Group Travel
Live like a local in remarkable destinations
Traveling with a group is so much more than a simple tour. At Mayflower Cruises & Tours we call it “Life Enriching Experiences” Attention to the little details
Fun
Companionship
Convenience
Travelers can relax and let the tour operator handle all the little details of traveling. We know the best routes, the hotel rooms will always be ready for you and the attractions have all been personally inspected before you arrive! On a group adventure, the details are all handled for you. Like-minded people like to travel together. It’s that simple. Almost immediately new friendships are made that last a lifetime. It’s not unusual that people who didn’t know each other before the trip, are suddenly planning their next trip together at the end. That’s why we call it a “Life Enriching Experience.”
Education
It’s much more than sightseeing. A good tour operator tries to immerse the traveler in the local culture. From history, geography and culture to local cuisine, lore and fable, the tour operator can make a region come to life and the traveler no longer feels simply like a visitor.
Security
Groups are fun! There is always someone to talk to, to share experiences and re-tell tall tales! Tour Managers are trained to be social directors, to make sure everyone on the adventure is having a great time and getting the most out of their adventure. Save time and many hours of effort! All the trip details, transportation, lodging, meals, and paid attractions are handled with just one call! Your travelers just have to pack and make sure their cameras are ready to capture lasting memories.
Value
The cost is spread out over the entire group, plus a good tour operator negotiates rates with hotels, attractions, transportation and meals that the travelers can’t get on their own. In most cases, it’s more economical to travel with a group than spending hours putting the travel arrangements together yourself.
Travelers feel more secure in groups and are confident when a Tour Manager knows a destination. For single travelers, it takes on even more importance.
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How Does Group Travel Benefit You Creates loyal, repeat travelers Convenient Package
“One call does it all.” Your group tour is arranged by a professional tour operator allowing you more time to concentrate on the sales and marketing of your travelers.
Increased Loyalty for Your Group
Satisfied travelers will tell their friends about their experience providing you the opportunity to increase your prospect base and become their group travel professional for future tours. Satisfied travelers become your extended sales team and their endorsement influences the decisions of many future travelers.
Easy to Sell
The benefits of group travel appeal to travelers and make it easy for you to sell. Assistance provided by the tour operator makes it even easier!
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Travelers on Safari in Africa
Higher Repeat Factor
Groups who enjoy traveling together will continue traveling again and again. Once the group needs are determined, it becomes easier to provide those features for every tour thereafter, thus creating loyal repeat group travelers!
Minimum number of travelers doesn’t affect individual costs
Each tour price is spread throughout everyone in the group, this ensures that travelers will not shop for better price, and you can be assured accurate pricing, regardless of the group size.
Earn More Money and Free Travel
Its simple math, it’s just as easy to promote a product to a group as it is to one or two prospective travelers, and the rewards multiply over the entire group. You may even be able to travel free based on the number in your group! When you consider the high repeat factor, you quickly see the financial value of selling group travel!
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Choosing a Professional Tour Operator
Experience Albuquerque’s Balloon Fiesta
It’s not just about commission and complimentary travel Find a tour operator that protects you
Make sure the tour operator is a member of the United States Tour Operators Association (USTOA) and offers the USTOA Consumer Protection Plan. The Operator should also offer Errors and Omission Protection. It provides peace of mind to both you and your traveler that your investment is always protected. Details of the USTOA policy are outlined on page six.
Do they have a Quality Assurance Program?
Each tour involves dozens, if not hundreds of components. Does the tour operator have customers rate every component, or do they simply ask for the customer to rate the entire tour? Feel comfortable to ask the tour operator to explain exactly how they evaluate their suppliers and correct problems that may arise.
Are They Market Leaders in Developing New Product?
Regions go hot and cold…who would have imagined that Iceland and European River cruising would be hot tours ten years ago! Is the tour operator on the cutting edge of developing new exciting products for your travelers and do they offer a complete mix of International, Cruise and Domestic products to reach every level of interest and price points of your groups?
Do they help you qualify Groups?
The tour operator should work with you to determine which tour meets each group’s specific travel needs including destination, departure date, features and price. Then do they give you solid marketing support, including personalized materials to promote the tour? Do they host group presentations to get the group excited to book?
Ask questions
Every tour operator offers beautiful pictures and exciting itineraries, but always dig deeper by asking questions: • Are you staying at properties in the heart of the destination where travelers have free time to explore on their own? • Are Tour Managers employees of the company or independent contractors? • How experienced is the Sales Manager you work with? Do they have solid years of travel experience, or are they new hires that are still learning the intricacies of the tour industry? • How big is the Operator? Will you be a little fish in a big pond? Conversely, does the operator have enough volume to offer true savings? • Google it! Google the tour operator and its owners. Are they leaders in the industry? What kind of articles is the company being mentioned in? Is it the type of company you would be proud to be associated with?
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Operational and Financial Risks are the Responsibilities of the Tour Operator Staffing to Meet Your Needs
Professional tour operators have the experienced staff to handle all operational, accounting, marketing and sales needs. This allows you the time to concentrate on promoting your group tour and closing sales – so you will not be caught up in the details of planning the travel experience.
Operational Considerations Handled by the Tour Operator
“One call does it all” for your group. The professional tour operators have purchasing relationships with hotels, attractions, local guides, restaurants, motorcoach companies and airlines for ease in planning and pricing each and every tour. All operational needs are handled by the tour operator: rooming lists, changes to reservations, providing tour documents and air arrangements.
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Travelers at the Taj Mahal in India
Financial Risks are the Responsibility of the Tour Operator
Many hotels, attractions, river vessels, transportation companies and airlines require deposits – these deposits are made by the tour operator when planning the group travel.
Professional Liability Insurance
Look for an operator who carries Professional Liability Insurance (Errors and Omissions). We carry $5,000,000 in E&O Protection.
Consumer Protection
You wouldn’t put your money in a bank that wasn’t protected by FDIC, so why trust your clients’ money with an operator that isn’t protected by the United States Tour Operators Association (USTOA). This organization provides a Traveler Assistance Program for your travelers deposit and final payment up to $1,000,000 of protection. Mayflower Cruises & Tours is a member of this organization ensuring our financial credibility.
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Finding the Groups Who Enjoy Travel
Snocoach ride on Athabasca Glacier
Groups are everywhere, If you know where to look The key to finding groups that enjoy travel is to know where and how to look for them. Make it easy - what groups do you belong to that would want to travel? Promote group travel within your own sphere of influence.
Individuals
Talk to people who walk in your office or people you know and find out what clubs and organizations to which they belong. Market a group tour to individuals or friends who have like-minded interests. Emphasize the fun of traveling together!
Finding the Sphere of Influence
Every group has that individual or core group that everyone likes, wants to be a part of their circle. In many cases, these influencers often don’t even know they have this ability! In many cases it’s the group leader. Seek them out, get them committed to the adventure and then make sure the group knows they are going.
Research
There are many sources to find local club/organization listings with descriptions, group leader names, phone numbers and addresses. In addition to the local chamber of commerce lists, an internet search will provide you with a great source of information for potential groups. Also, directories in the reference section of the library are available.
Network! Network! Network!
Here is a list of some high profile adult groups that often travel together. • Banks • Savings and Loans • Professional Associations • Church Groups • Community Groups • Alumni Associations • Park District Clubs • Health Club Groups • Adults Education Groups • Garden/Craft Clubs • Special Interest Groups • Senior Groups • Craft Clubs • VFW Groups • Library Groups • Farm Bureaus • Chambers of Commerce • Car Enthusiasts • Multi-generational Family Groups
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Developing Great Group Leaders
Experience the awe-inspiring wonderment of Machu Picchu
The Keystone to an effective group travel program It is important to find strong group leaders that will promote a tour with enthusiasm, whom you can work together. They can promote the group tour using a solid marketing plan and build a long-term relationship for future group departures.
Promotion Execution Skills
Someone who will work with you to execute the marketing plan: provide mailing lists and email lists, make phone calls to travelers and potential travelers, etc.
Strong Presentation Skills
Someone who is experienced with speaking in front of a group and will present materials in a professional and upbeat manner.
Group Travel Experience
Someone who has been on a group tour, has traveled extensively to a number of destinations or has actually led a group on a tour lends credibility.
Follow-up and Organizational Skills
Someone who has a good track record for turning current business and leads into future sales.
Great People Skills
The key to a successful group leader is someone who is a good communicator, friendly, enthusiastic, trustworthy and thoroughly enjoys working with people of all backgrounds and welcomes meeting new people.
Good Salesmanship
Someone who knows how to get the commitment and close a sale.
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How to Creatively and Effectively Market to Groups Know Your Group and What They Want • • • • • • • • •
Past tour history - where have they traveled before Seasonality - time of year they like to travel Long or short tours - duration of touring experience Cost - type of touring experience Destinations - geographic areas Transportation - different modes for different interests Special Interest tours - special activities or attractions Size of group - number traveling Lead time - will determine the timeline to begin your promotions
Destinations
Know and understand the group to ensure a destination they will enjoy. Know and understand the destination you are marketing to your group to ensure what they are looking for in their travel experiences is included.
Features and Benefits
Point out all the key benefits of traveling with a group, showcase the features and highlights of the tour the group is most interested in experiencing.
Giveaways
Use promotional items, particularly those focusing on travel. Travel bags, baggage tags, and coupons for money off future group travel to build enthusiasm.
Travel
Many tour operators offer free or discounted travel. Be a leader, travel with the groups you book and show your commitment to the tours you promote.
Advertising
Choose the advertising that will work in your area. Advertise through radio, TV, online, local newspapers, newsletters, bulletins and magazines that reach your group demographic. Determine what works best and develop a plan. Ask the tour operator for assistance in creating ad slicks or graphics to make your advertisement stand out and make the phone ring!
Direct Mail
Regularly mail to local organizations. Send out flyers targeted to groups. Mail colorful flyers, postcards, calendars or past group travel pictures to interested travelers. Highlight key selling points and benefits on each sales piece that should include: • Sales message on the outside of envelope with a catchy sales phrase • Endorsements from past travelers • Hand addressed envelope • GOAL - Your CALL TO ACTION - you want your clients to ACT now! • Attention to detail of special requests
Websites and eMarketing
Include an “Upcoming Group Travel” calendar on your website. Add content to this section provided by the tour operator that details the itinerary. Be certain to list the departure dates, price and important information. Add a contact form so that interested group leaders or individuals may submit their interest on line.
If your group has a website, make certain to place a link to your website or place an ad on their homepage with the complete information and how to make a reservation. Request an email list from your group and group leader to send emails to past and potential travelers. Remember to follow all of the rules when sending emails. Ask the tour operator to assist you with the email. Have them provide a PDF with the complete information of the tour for you to attach to the email. If you are using a third party email provider, such as Constant Contact, ask the tour operator to provide the email in an HTML format.
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How to Creatively and Effectively Market to Groups
The Rialto Bridge gracefully spans a Venetian canal
Social Media
In today’s world, social media is prominent in building relationships and a positive image. If you choose a very common medium such as Facebook, Twitter, or Meetup, you can reach out to many like-minded travelers when you develop a “personal” presence.
Start with a plan, not tactics
Research and build a Social Media Roadmap to determine what will work best for you.
“Give to get”
Successful social media marketing programs involve listening and participation. That participation centers around giving value before expecting anything in return. This is not “sales” as you know it. And companies can definitely increase sales as a result.
Commit resources and time to be successful, a must consideration when choosing social media. It’s important to factor hours, who, what, when, how and where with the intention of succeeding.
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Be transparent with intentions and your identity or you may alienate the very audiences with whom you’re trying to connect. Objectives, strategy and doing your homework about a community should make it pretty obvious what types of commercial messages are appropriate and how often you should post a message.
Understand, you do not control the message
Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm. Once information or media is available on social platforms, people will inevitably reshape it according to their interests.
Welcome participation and feedback
As comfort levels rise with social media participation, developing relationships and community on the web can facilitate buy-in, provide invaluable feedback and consumer awareness opportunities. Make your posts inviting, valuable, add a personal feel so that participants will feel comfortable.
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How to Creatively and Effectively Market to Groups
Travelers enjoying drinks in Bratislava, Slovakia
Public Relations
Develop a list of editors and writers in the local media and mail group travel articles to local newspapers radio stations online community blogs to build interest. Include where your tours are going and what your travelers will be seeing and doing while out on the specific tour.
Presentations
• Offer to attend or schedule your own group meetings and give a FREE travel presentation • Schedule travel presentations featuring informative speakers, videos, and literature that will be available from tour operators for FREE • Exhibit at community events like the county fair, senior expos, etc. • Offer other informative presentations, such as “How To Pack a Suitcase” when promoting your tour
Begin Promoting Early
Develop a promotion plan based on the departure date of the tour. Promote the tour at least 12 months prior to your departure date for most tours in North America and up to 18 months prior for World tours. Having an established timeline of promotions and marketing is very important to
the success of the group. This is covered in detail later in this group guide. • Form an email and mailing list of past travelers, potential travelers and group leaders where they can send for information or call to promote your new tours • Host a “Be a Group Leader” luncheon and invite group leaders • Spread the word through individuals; word of mouth is your best advertising. Let your enthusiasm for the destination be seen with all of your travelers.
Marketing Materials
Many tour operators offer flyers, post cards, posters, videos, DVDs and other marketing materials to assist you with your promotions. These materials are usually FREE and some may even customize the materials with your group name and contact information.
PowerPoint Presentations
Ask the tour operator to have a group sales specialist assist on-site with your presentation and a PowerPoint or video presentation to enhance the quality of the event.
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Relax aboard a luxury river vessel as you sail Europe’s most remarkable rivers.
When to Start Promoting to Achieve Your Group Sales Goal When to Start Promoting?
The general rule of thumb is, the longer and more expensive the tour, the more time you will need to promote and sell the tour. There is a big difference in promoting a weekend getaway or a trip to Italy! A year to 18 months prior to departure will give you the opportunity to market and sell most any program.
Tie it all together and promote on a timely basis.
The key to selling group travel is to tie all the pieces together in a timely fashion. As we say, “The Difference is in the Details,” and so must be the promotion of your group tour.
What tour should I promote and how?
If it is an existing group, they may already have an idea where they want to travel. If they don’t know – give them three choices and see which tour is the best choice for the group. If you are promoting to individuals, find out what is a “hot” destination that will appeal to the traveler’s hobbies, or interests, and the time of the year that they are interested in traveling.
How Should I Pick a Departure Date?
Two key factors motivate the group departure. One is the time of year that is best suited to the destination and interests that they have. Second will depend on when is the best time for the group to travel.
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How Do I Secure or Block the Group Space? Securing group space in advance will allow you and your group the proper guidelines and time to promote the tour. Find out what all of the procedures are from the tour operator. All of the terms and conditions that are applicable will save you time in answering questions from the travelers and will give you the dates when names, deposits and final payments are due to the operator. Once a “Letter of Confirmation” is signed you are ready to announce the tour to the potential travelers.
How Do I Announce the Tour?
Once the signed agreement has been returned to the tour operator and confirmed, you are ready to announce the program to the group leader and the travelers. One of the best ways to announce the program is to host a travel presentation with videos or a PowerPoint presentation. A flyer of the itinerary with all of the specific dates is also a great way to “get the word out.” The flyer should be colorful and include the name of the group, departure date and easy to use reservation form.
Other ways to announce a program and spread enthusiasm include: a “Do a Friend a Favor” campaign, where if a traveler gets a friend to sign up for the tour they receive a free gift or small discount, or an “Early Bird” Reward that encourages travelers to sign up by a specific date. Either way, make sure that it is the talk of the town!
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Why Choose Mayflower Cruises & Tours What makes Mayflower Cruises & Tours the Smart Choice for Group Holidays?
Mayflower Tours provides Life Enriching Experiences that include high-quality accommodations, attractions, dining and transportation. One of our friendly, experienced Tour Managers is along to handle all of the details of your group holiday.
It is the little things that people remember, and it’s the little things that make the big things happen. The more details that you can pass along to the group, the more confident they will be in signing up for the tour and traveling with the group.
Exciting Destinations
We offer a variety of destinations ranging from the familiar to the exotic: Discover New England’s autumn colors, ride five historic trains on the Colorado’s Historic Trains tour, travel along the Cabot Trail in Nova Scotia, or see Europe from the luxury of a river vessel.
Top Entertainment
On many of our tours top entertainment is included. From great seats on Broadway to the Grand Ole Opry, you can count on a memorable entertainment experience.
Old Faithful erupting in Yellowsonte National Park
Deluxe Lodging
Carefully selected, centrally located hotels provide comfort in each location. The many included meals will ensure travelers experience the local flavors and cuisine such as a lobster dinner on Cape Cod or a ranch cookout in the West – dining experiences they will always remember.
Transportation To and From the Departure Airport
Round trip transportation can be arranged for your group of travelers to your departure and return city airport. Please ask for details.
Round trip Airport Transfers
Begin every Mayflower guided holiday with round trip airport transfers to your hotel, river vessel or cruise ship. Mayflower Cruises & Tours is the only North American tour operator to include airport transfers.
Free Meet and Greet Airport Assistance
If a group of ten or more arrives on the same flight, they will not only receive airport transfers, but a Mayflower representative will meet them at baggage claim, assist with their luggage and transfer the group to the hotel.
Air Inclusive Tours
Let Mayflower take care of your air arrangements! Mayflower Cruises & Tours has contract arrangements
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Why Choose Mayflower Cruises & Tours No Minimum Numbers for Groups
Selling into scheduled departures provides you with the security of knowing that however many people are in your group, they are guaranteed to travel!
No Deposit Required
When you plan your group travel with Mayflower Cruises & Tours, you will not be required to make a deposit to secure your group space.
FREE Marketing Assistance
Mayflower Cruises & Tours will customize flyers, presentations, posters, postcards and more to assist with your marketing plan.
Guaranteed Share Programs for Singles
Single travelers can enjoy our Guaranteed Share program which allows single travelers to pay the twin rate and Mayflower will match them with a roommate of the same gender. If we are unable to find a match, they are guaranteed the twin rate and will receive a single room!
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Santorini, the most photographic island in Greece
Savings for Your Travelers
Mayflower Cruises & Tours offers three ways for your travelers to save. Make your travelers reservations early and take advantage of the “Early Bird Rewards”. While on tour, travelers receive a “Thank You” from Mayflower in the form of future travel credits. Credits are earned at a rate of $5 per day for the length of their tour to be used towards their next holiday with Mayflower. For example, a ten-day tour earns the traveler $50 in future travel. These credits ensure and encourage repeat business for your group. First Time Travelers receive savings on their first tour based on the length of the tour they choose.
Liberal Refund Policy and Trip Protection Plan
Mayflower Cruises & Tours provides a Trip Protection Plan. This plan protects ALL of the traveler’s money minus the Trip Protection Plan fee (or non-refundable airline tickets) and protects them during their tour with trip interruption protection.
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We Are Your Partner in Promotion
Mayflower Cruises & Tours offers holidays to groups and individuals to destinations on six continents. Our itineraries include travel styles featuring scenic rail experiences, national parks, historic tours, special events, holiday events, cruises/tours and international river cruising and small ship adventures.
Mayflower Cruises & Tours provides you with effective marketing tools to make your group travel program a success
SAVINGS FOR YOUR TRAVELERS • Mayflower Money • • First Time Traveler Gift Card • • Special Offers •
PERSONALIZED SELLING TOOLS • Flyers and Self-Mailers • • Postcards • • Posters •
Working With Us is Easy and Convenient
• Contact our Group Travel Specialists who will assist you in selecting the tours for your groups.
TRAVEL PRESENTATIONS
Host a Travel Presentation and your travelers receive special group savings.
• We will work with you and develop a creative and effective marketing plan and provide you with the personalized marketing materials for your promotions. • We will assist you with your travel presentation, work with your group leader to sell the tour and take care of all of the necessary operational needs.
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GROUP TRAVEL SECRETS OF SELLING Contact Mayflower Cruises & Tours – Start Earning More with Group Travel
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American Society of Travel Agents
National Tour Association