Leisure Group Travel December 2010 by Premier Travel Media

DECEMBER 2010

A Premier Tourism Marketing publication www.leisuregrouptravel.com

journey

share the

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contents Vol. 20, No. 6

December 2010

NEBRASKA

COVER STORY 34 DESTINATION EVENTS Special events spark tour itineraries and encourage return visits by sue arko

FEATURES Group Planner's E-Book: Hot off the Press

Reader's Choice Awards

Youth & Student Travel Trends in 2011

Nebraska DED

by jacqueline kassteen

COVER STORY

Student Travel Planning Guide

Cruise Industry Forecast: Insights for Groups by cindy bertram

Nebraska's Frontier Trails by randy mink

COLUMNS On My Mind

On Marketing by dave bodle

On Technology by john kamm

DEPARTMENTS 19

Student Travel News

34 ON THE COVER: Albuquerque International Balloon Fiesta (Photo courtesy of Albuquerque CVB/Raymond Watt)

Pasadena CVB

by jeff gayduk

on my mind ❖

jeff gayduk

Vol. 20, No. 6 December 2010 Editorial & Advertising Office

Reach New Heights THE COVER OF THIS MONTH’S edition is indicative of the mood in the travel industry. Most tourism-related businesses saw sales and occupancy levels rise – not like that of a rocket or airplane, but more like a hot air balloon, with a steady incline to a point where it’s hovering above the ground.

minute – focus on your core group of travelers and realize they’re much more concerned about their investments than jobs or home values. 4. New experiences await. As travel has been put on hold, new development hasn’t stopped. Tourism infrastructure has been enhanced with new attractions, additions

The group travel industry will experience a solid year of growth in 2011. As we close the door on 2010 and usher in 2011, here are five reasons I believe the group travel industry is headed towards recovery. 1. Group tours aren’t as lame as “we” once thought. For years the industry has tried to distance itself from the “group tour” stigma by using alternate names, like packaged travel instead of group travel, or motorcoach instead of bus. Guess what? In a recent study by the Globus family of brands of new customers, they discovered why people took tours – because they WERE tours. So, ditch the reference to “land cruise” and call a spade a spade – if you’re selling groups trips, it’s best to tell your prospective customers that. 2. Travel is reasonable. Occupancy levels are on the rise, but rates remain stable. Hotels are benefiting from more travelers, but counter to previous recoveries, they are keeping rates in check, which benefits tour operators. 3. As goes the stock market, so goes the group travel industry. Like it or not, the Dow Jones industrial average is a barometer to how people feel about the economy. Forget about deflated home prices and unemployment figures for a 4 December 2010

and program refinements. Magnificent new cruise ships have been launched. Haven’t been to Branson in a few years there’s a new Sight & Sound Theatre that’s waiting for your group. 5. There’s less competition for consumer marketing dollars. Coming out of this recession, consumers are more frugal. They’re holding onto their cars longer, not buying a new wardrobe every season, eating out as much or “flipping” homes. This drastic reduction in consumer spending means more is left over for travel, which studies show is considered a necessity with more and more Americans, not a luxury. As far as the overall economy is concerned, we’re not out of the woods yet. But I believe the group travel industry will experience a solid year of growth in 2011, led by innovative, forward thinkers who understand they can make their own economy with determination, innovation and hard work. Here’s to next year!

621 Plainfield Road, Suite 406 Willowbrook, IL 60527 P 630.794.0696 • F 630.794.0652 info@ptmgroups.com

Publisher – Jeffrey Gayduk jeff@ptmgroups.com

Managing Editor – Randy Mink randy@ptmgroups.com Senior Editor – John Kloster john@ptmgroups.com

Senior Editor – Elana Andersen elana@ptmgroups.com

Senior Editor – Dave Bodle dave@ptmgroups.com

Director, Design & Production – Robert Wyszkowski rob@ptmgroups.com

Regional Sales Managers Illinois – Jim McCurdy

P 630.794.0696 • F 630.794.0652 jim@ptmgroups.com

Northeast & Eastern Midwest/Canada – Amy Janssens P 630.294.0318 • F 630.794.0652 amy@ptmgroups.com

Mid Atlantic – Ellen Klesta

P 630.794.0696 • F 630.794.0652 ellen@ptmgroups.com

Southeast/West Coast – Cheryl Rash

P 563.613.3068 • F 815.225.5274 cheryl@ptmgroups.com

Southern – Dolores Ridout P/F 281.762.9546 dolores@ptmgroups.com Florida & Caribbean – Prof Inc. P 813.286.8299 • F 813.287.0651 jimg@ptmgroups.com West/Midwest/Online sales

Theresa O’Rourke P 630.794.0696 • F 630.794.0652 theresa@ptmgroups.com The publisher accepts unsolicited editorial matter, as well as advertising, but assumes no responsibility for statements made by advertisers or contributors. Every effort is made to ensure the accuracy of the information published, but the publisher makes no warranty that listings are free of error. The publisher is not responsible for the return of unsolicited photos, slides or manuscripts.

Leisure Group Travel (ISSN-1531-1406) is published bi-monthly by Premier Tourism Marketing, Inc. 621 Plainfield Road, Suite 406, Willowbrook, IL 60527. The magazine is distributed free of charge to qualified tour operators, travel agents, group leaders, bank travel clubs and other travel organizations. Other travel-related suppliers may subscribe at the reduced rate of $12.00 per year. The regular subscription price for all others is $18.00 per year. Single copies are $4.95 each.

Send Address Change to:

Premier Tourism Marketing, Inc. P.O. Box 609, Palos Heights, IL 60463

Jeff Gayduk, Publisher jeff@ptmgroups.com

publication

LeisureGroupTravel.com

Over 500 Locations Service, Value, Variety Free meals for your driver and group leader • Ample free motor coach parking • All-inclusive nationwide pricing • Food that’s ready for a quick, hassle-free stop • A wide variety of foods to accommodate specific diet choices Serving breakfast, lunch and dinner

Reservations made easy. Visit www.buffet.com/leisuregroup email: groupsales@buffetsinc.com or call 866-840-6654

on trip planning ❖

Updated Book Now Available for Group Travel Planners ONE OF THE GROUP TRAVEL industry’s best educational resources has been updated with fresh content, making it an even more valuable companion for tour planners looking to maximize their business’s potential. The revised 2011 edition of How to Plan, Operate & Lead Successful Group Trips, an e-book written by long-time Leisure Group Travel columnist Marty Sarbey de Souto, is hot off the press. The re-introduction of the book, published by Premier Tourism Marketing, includes not only Marty’s magazine columns from the past three years, but reflects new developments on the travel industry landscape, such as the advent of social networking, changes in terminology and changes in airline security. “The purpose of the book,” she says, “is to give group organizers inspiration and practical help in planning and operating better trips.” While there are many travel/tourism books in the marketplace that touch on group tour planning and leading as a small part of the overall book, How to Plan, Operate & Lead Successful Group Trips focuses entirely on this segment of the industry. This allows for more depth, more detail and more answers to tour leaders’ real questions. Topics in the book range from planning and promoting trips to legal issues, travel insurance and in-house operational hints. The author also discusses specific modes of travel, like cruising and rail trips. Among the many subjects being added in the revised edition are: 6 December 2010

• Getting organized for the day on tour • Considering tour programming and leading as a career • How to “use” your tour participants to help you • Finding inspiration for our trips In the chapter on “Dealing with Special Markets,” Marty talks about packaging trips for women only, attracting baby boomers and how to get men to

check-in rules, shopping time, working with local step-on guides, dealing with diverse personalities and clearing U.S. customs when returning from abroad. “Group travel is more important now than ever when the financial picture of many folks is down,” Marty said. “They need the social aspects— camaraderie, talking things over with others, learning something.”

“The purpose of the book is to give group organizers inspiration and practical help in planning and operating better trips.” —MARTY SARBEY DE SOUTO

Group travel planners will find lots of new material in the updated version of this how-to guide.

sign up for tours. For marketing travel programs, she discusses paid advertising, press releases, direct mail, newsletters and promotional parties. The “On the Road” chapter focuses on tour escorting and what to expect in the field. It covers such topics as airport

Marty Sarbey de Souto is founder of the travel industry training program at Berkeley (Calif.) City College, where she taught all aspects of group travel for 32 years. A Certified Travel Counselor (CTC), she continues to design and lead tours as well as provide consulting services. Marty’s 40-plus years of experience include tour operations, itinerary design, trip costing, marketing and tour escorting. She is a two-time former president of San Francisco Women in Travel (now called San Francisco Travel Professionals). Her latest activity: taking tango lessons. “I’m a good dancer,” she says, “but tango is hard!” To order the new edition of How to Plan, Operate & Lead Successful Group Trips, visit Premier Tourism Marketing’s educational website, groupuniversity.com, and click on GU Bookstore. Price is $29.95. LeisureGroupTravel.com

★

2010

RE ADER’S ★ ICE C H★

★

Awards

You voted...and the results are in! Congratulations to our 2010 Reader’s Choice winners, selected by readers of Leisure Group Travel. Subscribers voted by mailing in their Reader Service Card or going online at leisuregrouptravel.com. About This Year’s Award Winners

Our readers this year must have heard the call of the wild as Alaska came out No. 1 (Platinum) in the Domestic Destination category. The Last Frontier didn’t even place in the top 3 last year, though it did earn Gold in 2008. The emergence of Branson and Pigeon Forge as runners-up must be music to the ears of tour planners who fancy packaging down-home mountain culture with state-of-the-art performance venues. These destinations contrast with the urban cast of last year’s winners (New York City and Washington, D.C. ranking No. 1 and 2). Ireland, Italy and Switzerland took honors in the International Destination sweepstakes. While Ireland and Italy are frequent past winners, Switzerland is a newcomer in reader preferences. South Dakota’s Mount Rushmore looms largest this year in the Attraction category (up from Silver last year), while another all-American icon, Arizona’s Grand Canyon, took Gold. Gettysburg National Military Park came in third, showing up in the awards for the first time (no doubt because of its new visitor center). These three distinctively American attractions dislodged Disney World and Holland, Michigan’s Tulip Time Festival, which had dominated recent rankings. Top Theater honors went to Wisconsin’s Fireside Dinner

8 December 2010

Theatre, which had placed No. 2 last year. Sight & Sound rebounded to second place after not making last year’s list for the first time in a while. Newly recognized was Ford’s Theatre in Washington, which won Silver. Marriott, a perennial favorite, tied with Hampton for Silver this year, relinquishing the Hotel Chain top spot it had enjoyed in recent years. Comfort Inn, which had never made the top 3, took home Platinum, while Hilton was right behind at Gold. In Gaming Establishment, long-time favorites Harrah’s Las Vegas and Connecticut’s Mohegan Sun came in No. 1 and 2, followed by newcomer Pechanga of California. When it comes to Tour Operator, readers of Leisure Group Travel for the fourth year in a row gave the Platinum and Gold to Collette Vacations and Globus, respectively. Diamond Tours returned to its 2008 Silver slot (after being knocked out by Tauck World Discovery last year). The Cruise Line competition also saw familiar players, but this time Princess was No. 1 and Holland America No. 3, a reversal of their rankings in 2008 and 2009. Carnival placed second. Thanks to all who cast their ballots in the Reader’s Choice Awards. For the first time, more of you voted online than mailed in cards. If you disagree with this year’s results, ensure your opinion is voiced in our 2011 Awards— voting starts next August.

LeisureGroupTravel.com

ATTRACTION

HOTEL CHAIN

Mount Rushmore • Platinum Grand Canyon • Gold Gettysburg National Military Park • Silver

Comfort Inn • Platinum Hilton • Gold Hampton/Marriott (tie) • Silver

CASINO

INTERNATIONAL DESTINATION

Harrah’s Las Vegas • Platinum Mohegan Sun, CT • Gold Pechanga, CA • Silver

Ireland • Platinum Italy • Gold Switzerland • Silver

CRUISE LINE

THEATER

Princess • Platinum Carnival • Gold Holland America • Silver

Fireside Dinner Theatre • Platinum Sight & Sound • Gold Ford’s Theatre • Silver

DOMESTIC DESTINATION

TOUR OPERATOR

Alaska • Platinum Branson, MO • Gold Pigeon Forge, TN • Silver

Collette Vacations • Platinum Globus • Gold Diamond Tours • Silver

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Why Gate 1 is Your Best Resource for Group Travel: UÊ Knowledgeable & friendly staff, experienced in handling all types of groups UÊ Customized air & land itineraries; deviations permitted UÊ Competitive net air rates & land prices throughout the world UÊ Bulk airline tickets - no price printed on the tickets UÊ Knowledge of handling all types of excess baggage UÊ Early booking of air space - as early as 11 months prior to departure UÊ 24 hour emergency access

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For more information, call 800-682-3333 option 3 or visit www.gate1travel.com/groups December 2010 9

advertorial

The 2011 Outlook for the Motorcoach, Tour & Travel Industry By Peter Pantuso, CTIS President & CEO, American Bus Association

here’s an ancient Chinese proverb

tour operators now offer within

that states, “May you live in inter-

the template of the group travel

esting times.” As we approach 2011 and forecast our industry’s outlook, the

experience. Combine that with our ability

phrase is telling. There’s never been

in 200-400 mile trips – distances

a more interesting time to be in the

too far to drive, too short to fly –

motorcoach, tourism and group travel

to be competitive with air, rail

business.

and auto travel on time, cost,

Challenges are out there, and reviv-

convenience and passenger

ing leisure group travel is a formidable

amenities, and motorcoach

one. But these interesting times are

travel becomes the top choice

full of opportunities. Consider these

for many groups.

signs of the times as we get ready for

Leisure travelers understand the

the new year and Marketplace 2011 in

value, from a peace-of-mind perspec-

Philadelphia from Jan. 8-12.

tive, of arriving at their destination

touring at its wonderful historic landmarks and iconic destinations.” In 2011, we’ll mark the sesquicen-

refreshed, rather than looking for lost

tennial of the beginning of the Civil War.

luggage or exhausted from driving

There are countless commemorations,

through white-knuckle gridlock. They

re-enactments, historical tours and

understand intuitively that they can

monuments attesting to the milestone

jump on the bus and be entertained

that the Civil War represented in secur-

rather than detained – and do so with

ing freedom for all. And in those an-

others having similar interests. Because of the still-shaky economy, more Americans are traveling closer to

Cruising down the road by motorcoach is the carefree way to see America.

Tour passengers enjoy more amenities and comforts than ever before.

niversary events, we’ll have the chance to revisit perhaps the most important turning point in American history.

home for vacations, as well as looking

2011 will also be a year of political

for value, creating another great oppor-

change, and the outcome of the mid-

tunity from those who can’t take a

term elections will clearly have an im-

cruise or a European vacation.

pact on the motorcoach tourism and

The economy remains uncertain.

It’s critical to remind these travelers

group travel industries. We need to ed-

Yet the mode shift toward bus travel

that discretionary leisure travel hasn’t

ucate incoming members of Congress

continues, as modern, luxurious motor-

been cancelled in North America. We

on how motorcoach travel is a part of

coaches are increasingly being seen as

already provide more trips than the

any transportation solution. ABA’s

an antidote to travel annoyances the

domestic airlines most years. It isn’t too

Foundation studies show that all 435

public now expects from planes, trains

much of a stretch to reach out to travel-

U.S. House districts and all 50 states

and automobile congestion. Taking the

ers wary of other modes and say to

benefit from bus tour groups infusing

plane, train or the car is about “are we

them, “Take a bus and see our wonder-

leisure travel dollars into destinations.

there yet?”

ful continent, from Baja to Branson to

We are living in very interesting

But getting there should be part of

British Columbia. Book the new leisure

times, as the proverb said. And if we do

the fun, especially with the customiza-

trip sensation. See, rather than fly over,

things right, these times may be ones

tion choices so many bus and group

North America, and enjoy stopping and

of tremendous opportunities for all.

10 December 2010

LeisureGroupTravel.com

HELPING BUS AND TOUR OPERATORS GO FURTHER JANUARY 8-12, 2011

ABA is the only industry organization that connects motorcoach and tour operators with people who can help you grow your business – the destinations and suppliers that cater to the group tour market, and the product and service suppliers you want to see.

WHY ABA’S MARKETPLACE IS CRITICAL TO YOUR BUSINESS: + One-on-one appointment sessions with travel industry professionals who want your business. + Unlimited networking opportunities with people who can help your business grow. + Professional education seminars designed to help you succeed in business.

MUST ATTEND EVENTS:

SATURDAY & SUNDAY ABA’S PRODUCT PAVILION OFFERS:

SATURDAY, JAN. 8, 4:30 p.m.

+ Face-to-face time with the industry’s major bus manufacturers and dealers. + Opportunities to meet with premier Tire, Finance, Insurance companies and other vendors who will save you money. + Access to ABA’s Government Affairs staff to help you with issues affecting your business.

OPERATOR-TO-OPERATOR BUSINESS SESSION SPONSORED BY BEST WESTERN INTERNATIONAL + Sell your tour packages. + Charter your coach to other operators. + Meet operators in areas where you need assistance. + Share best practices with your colleagues. + Build business relationships with other operators.

SATURDAY & SUNDAY OPERATOR FOCUSED EDUCATION SEMINARS + Managing Without Interference and the Employee Free Choice Act - Presented by Obermayer, Rebmann, Maxwell, & Hippel LLP + Harassment Recognition and Prevention in the Workplace - Presented by Obermayer, Rebmann, Maxwell, & Hippel LLP + Deskside Assistance - Presented by ABA’s Government Affairs Department View the education schedule at www.buses.org/marketplace.

EVERYTHING UNDER ONE ROOF

“Being an ABA Tour Operator member keeps me informed of trends and issues that affect my travel partners and how their issues effect my operations and clients. Membership in ABA allows me to develop new products and relationships with those suppliers who strictly attend Marketplace.” -Bryan Cole, President Super Holiday Tours, ABA Tour Operator Member

800-283-2877 | WWW.BUSES.ORG/MARKETPLACE

on student travel ❖

jacqueline kassteen

YOUTH

STUDENT T R AV E L TRENDS I N 2 011 O

China looms as a hot destination for students, many of whom will enroll in study abroad programs.

nce a year, professionals in the youth, student and educational travel industry gather at the World Youth and Student Travel Conference (WYSTC) to formulate partnerships, strengthen business relationships and discover the latest youth trends both globally and regionally. This fall's event in Beijing revealed the behavior of youth and student travelers today, where they’re coming from, where they’re headed and what industry professionals can do to connect with them and gain their business. YOUTH AND STUDENTS TODAY There are 1.7 billion people on Earth today who are 1530 years old. In an insightful seminar entitled Global Youth Trends, WYSTC speaker John Solomon discussed this important consumer group in both the context of a radically changing global youth population and an emerging China. Solomon predicts that in a not-too-distant future, Chinese

12 December 2010

LeisureGroupTravel.com

FAMILY TRADITION: The Williams Family Legacy Presented by

Exhibit Closes December 31, 2011 Don’t miss one of the most powerful exhibitions ever to be displayed at the museum, examining the personal lives of Hank Williams and Hank Williams Jr. and exploring the dynamics that inspired some of the most influential country music ever recorded. Your group will be inspired by this incredible story of love heartache and redemption.

VISIT The Country Music Hall of Fame® and Museum

UNIQUE GROUP TOUR PACKAGES AVAILABLE

Dow n tow n Nas hvil l e , Te n n e s s e e

800-852-6437 CountryMusicHallofFame.org

Country Music Hall of Fame® and Museum is operated by the Country Music Foundation, Inc., a section 501(c)(3) non-profit educational organization chartered by the state of Tennessee in 1964.

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Where every visit creates lasting memories Motorcoach travelers know that Pigeon Forge is the perfect place to make memories. Could be because there’s so much to see and do here … shopping, shows, Dollywood® or the majestic beauty of our Smoky Mountains. Or it could be that warm welcome they receive, kind of like visiting an old friend. Whatever the reason, they know that every visit creates memories that will last a lifetime.

PigeonForgeTours.com 1-800-285-7557

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youth will be trendsetters and influence brand decisions globally. Millennials are “the largest, most diverse, educated and influential shoppers on the planet,” according to Gen Buy. The more a brand fits into their lifestyle, the more inclined they are to gain personal identification with that brand. This identity connection in turn means that youth today are extremely brand loyal. Once they find a product or service they like, they continue to come back to it. And for a generation born into the social media era, they are naturally inclined to share their opinions with their friends and family – nearly every minute of every day. TOMORROW’S TRENDS Solomon predicts that we could see this trend reversing. Young people

Come join us for a fun-filled experience of sandy beaches, endless shopping & dining, Broadway-style entertainment (Alabama Theatre & Carolina Opry) golf & more! For your next motor coach tour, the Fairfield Inn Myrtle Beach North is a perfect fit. We offer COMPLIMENTARY motor coach parking, a COMPLIMENTARY tour leader room, on board motor coach greeting, welcome reception, COMPLIMENTARY breakfast and porterage at the best available rate. A perfect location for value conscious travelers. Reserve your tour group today! Please call 843-361-8000 or email the Sales Department at dos.fimbeach@parkplacehg.net, or visit our website at www.marriott.com/myrfn

14 December 2010

on student travel ❖

A student trip to New York City is not complete without a harbor cruise.

Situated only moments to the historic district, the beautiful & unique "round" Holiday Inn Charleston Riverview captures the spirit of Charleston and invites you to enjoy the spectacular views of the cityscape and the Ashley River. As our special guest, we offer express check-in and checkout, COMPLIMENTARY on-site motor coach parking, porterage service & COMPLIMENTARY shuttle service to & from the Historic District of Charleston as well as the SC Aquarium & Ft. Sumter Tours. Enjoy the amazing & beautiful panoramic view of the city of Charleston & the Ashley River atop the hotel from our full-service Harbor View Restaurant & Lounge. Reserve your tour group today! Please call 843-460-1440 or email Brandy Olson at bolson@hiriverview.com, or visit our website at www.hiriverview.com

today are in a state of “hyper selfawareness” of their own emotions, thoughts, actions and desires, but in time that can become so exhausting that they will begin to limit the extent of their openness and restrict their social profiles to only their closest contacts. Quality will win out over quantity. What does this mean for those of us whose customers are youth and students? Currently they can be your biggest mouthpiece, easing the strain on your marketing budget. But if their social circles shrink, so does your brand exposure; therefore, companies might also need to focus more on the quality of their offer and rely less on simply reaching the masses. Luckily, the youth market has a higher lifetime value than other

Looking for the perfect place to stay with plenty to offer your guests, all within walking distance of the hotel? Look no further than the Harbor Front Hampton Inn & Suites in downtown Fernandina Beach! As our special guest, we offer express check-in and check-out, parking for your motor coach, baggage handling, a welcome reception and COMPLIMENTARY welcome bags. Your guests will enjoy a COMPLIMENTARY full hot breakfast in our Café while taking in the beautiful views of the historic Fernandina Harbor. We have over 50 restaurants, shops and attractions within walking distance from the hotel making us the perfect destination spot for your tour! Reserve your tour group today! Please call Celeste Christian at 904-491-4911, or visit our website at www.hamptoninnandsuitesameliaisland.com

LeisureGroupTravel.com

travel sectors - today’s backpackers and students are tomorrow’s honeymoon, family, business and leisure travelers, as well as foreign employees in local industries. Plus, not only do they return to destinations they like, they also continue to travel to more destinations, further enriching and unifying the industry. At a value of approximately US $136 billion per year, the youth travel industry commands great power and is set for growth. Solomon highlighted another trend he nicknamed the Peter Pan Syndrome, meaning that today’s youth want to stay younger, longer. Students are now prone to defer life’s big decisions and are increasingly turning to gap years, especially with strong unemployment figures intimidating them. For the global youth travel industry, this means even more revenue potential.

W Y S E T R AV E L C O N F E D E R AT I O N The WYSE Travel Confederation (wysetc.org), which is endorsed by the UNWTO and UNESCO, is a not-for-profit membership association that supports the global youth travel industry and creates new opportunities for youth and student travelers worldwide. It consists of various niche associations such as:

• International Student Identity Card Association (ISIC) • STUDY WYSE Association • Safe Travel Accommodation for Youth Association (STAY WYSE) • International Association for Student Insurance Services (IASIS) • WYSE Work Abroad Association • International Au Pair Association (IAPA) The Confederation’s annual event, the World Youth & Student Travel Conference, connects the many sectors and organizations in this niche market. Bringing these industries together provides a singular opportunity to pursue innovative partnerships, develop marketing and distribution channels, and tap into new markets. WYSTC will take place in Europe in September 2011. Event photos, seminar videos, industry and event news can be found at http://wire.wystc.org.

Navy Pier is Chicago’s top-visited, year-round attraction, featuring restaurants, rides, shops, dining cruises, free entertainment and so much more!

LeisureGroupTravel.com

December 2010 15

STUDENT TRAVEL PLANNING GUIDE PROVIDES VALUABLE LESSONS

our planners interested in expanding their student travel offerings—or jumping into the student market for the first time— will find a gold mine of practical tips in the 2011 edition of Student Travel Planning Guide. A comprehensive resource for planning student/youth trips, the 36-page guide is published by Premier Tourism Marketing, parent company of Leisure Group Travel. Randy Mink, managing editor of Student Travel Planning Guide, said, “Teachers, travel agents and other tour planners will find the handy guide a welcome addition to their arsenal of resources. There is nothing like it out there.” Written by educators, the second annual edition of Student Travel Planning Guide provides how-to advice on planning and executing successful youth trips. Directory listings pinpoint attractions, tour companies and destinations eager for student travel business. Sections include:

✓ Setting a Trip-Planning Timeline ✓ Working with Tour Providers ✓ Choosing a Tour Hotel ✓ Student Discipline ✓ Choosing Chaperones ✓ Group Travel Insurance ✓ Post-Trip Activities ONLINE RESOURCES

n addition to Student Travel Planning Guide, Premier Tourism Marketing offers InSite on Student Travel, both a website and monthly e-newsletter. The website, with listings and links to thousands of student/youth-friendly destinations and businesses, is designed to be the premier research tool for the market. The e-newsletter takes its cue from InSite on Leisure Group Travel, offering news, destination reports and practical tips. To obtain a copy of Student Travel Planning Guide or subscribe to the e-newsletter, visit insite.studenttraveldirectory.com. 16 December 2010

LeisureGroupTravel.com

on student travel ❖ STUDENT ORIGIN MARKETS – WHERE DOES IT ALL BEGIN? China and India are the main source countries for the US $17 billion overseas student industry, which employs 125,000 people and funds 25 percent of university teaching. Research shows that 645,000 Chinese students will be studying abroad by 2025, a staggering 84 percent increase from 2007. Young Chinese today take an active interest in other cultures and yearn to travel and study abroad. They place a premium on Western education, and with a market the size of China, the potential is lucrative. By 2015 there will be 500 million people under the age of 30 in China, roughly the population of the European Union. And with current figures showing 256 million youth online in China, it’s no secret how to reach them. In the next five to ten years, the powerhouses of China and India will be joined by a number of emerging source markets such as Brazil, Chile, Bolivia, Peru, the Czech Republic, Vietnam, Pakistan, Russia, Georgia and Central Asian states such as Kyrgyzstan and Tajikistan. WHERE ARE YOUTH GOING? Once again, China takes the crown and is pegged to be the world’s No. 1 tourist destination by 2015. By next year alone, the total China travel market (inbound and outbound) is forecasted at $65 billion, and by then over 20 percent of it will be online. (Source: PhoCus Wright – Emerging Online Travel Marketplace). The study abroad industry is a key component: China plans to attract 500,000 international students in 2020, including 150,000 in universities. Qiu Xiaoping from the Beijing Municipal LeisureGroupTravel.com

Commission of Education also delivered a speech during WYSTC’s opening session, encouraging further cooperation in education and culture communication. “The Chinese government is more open

Beirut, Nairobi and Cape Town are becoming the new destinations of choice. Perhaps then it was no coincidence that a new hop-on, hop-off travel company, Falafel Travel Corp., was launched

Industry leaders recently gathered in Beijing to discuss youth travel issues.

to international academic communication programs as increasing numbers of overseas students are coming to study in China,” Qiu said. Meanwhile, “countries like Chile, Colombia, the Czech Republic, Romania and Saudi Arabia are becoming more integrated in global trade and could begin to attract students,” stated Angel Calderon of Australia’s RMIT University in his recent paper “Emerging Countries for Student Recruitment in Tertiary Education.” Youth travelers are continually hailed as pioneers and trend-setters, forging new tourism frontiers and opening up new markets through their adventurous spirit and desire for new experiences. By appealing to this market, places like

at WYSTC by Australian Frank Scerri. The company will begin operation of its backpacker bus across Jordan, Israel and Egypt in March 2011. “People are genuinely excited about this product, but the biggest question I have had is about security in the region,” he said. “These countries are very safe places to travel, and the people are extremely friendly.” WHAT REALLY MATTERS? Solomon told the WYSTC audience that this generation is not one of creators but one of sharers. Youth today are often considered to be lazy or spoiled since technology has created things for them; they are used to getting whatever they want or need at any time or place. He December 2010 17

ON BROADWAY IMPERIAL THEATRE

on student travel ❖

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cited a trend coined “now-stalgia,” clarifying that rather than looking ahead towards a brighter future, they are looking backwards and revitalizing old fashions, movies, songs and video games. Therefore, companies must provide the tools for them to have new experiences. Furthermore, with youth’s addiction to social media and sharing quick updates or moments, businesses not only need to create new moments for them but also facilitate the subsequent sharing of those experiences. “But don’t just sell experiences, sell meaningful experiences,” WYSTC keynote speaker Daniel Levine of The Avant-Guide Institute urged. Levine highlighted the global financial meltdown as the key reason for a sudden cultural change: “a social earthquake.” He showed that travel opportunities that reflect the desire for education, learning and personal experience are becoming increasingly popular. Solomon echoed this in stressing that youth are leading the trends towards self-improvement, eco-awareness, social responsibility, community involvement and volunteering. Millennials are particularly attracted to travel offerings that move beyond the mainstream and provide value-driven, conscientious experiences. The message from this year’s WYSTC was loud and clear: • Travel products and services need to be unique and of high-quality • Your company must create new, enriching experiences for youth and students • Give your customers the tools and opportunities to engage with you and with your potential customers • If China isn’t already part of your business plan, then find the right partners and get into this market now LGT

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Jacqueline Kassteen is the communications and marketing officer of WYSE Travel Confederation LeisureGroupTravel.com

Attractions across America offer student groups educational components as well as fun

NEW YORK CITY Student groups can fly over the Statue of Liberty, ride the Cyclone roller coaster and experience other New York City landmarks at NY SKYRIDE, the virtual tour simulator attraction on the second floor of the Empire State Building. Its latest add-on package, for groups of up to 80, is a meal plan ($6 a person) at Rosa’s Pizza, inside the city’s tallest skyscraper. NY SKYRIDE, an entertaining introduction to America’s largest city, offers free, downloadable school curriculums (certified by the State of New York for grades 6-12) and walking tours. In the virtual tour, the city comes to life via specially designed seats and a platform that move in sync to a two-story-tall HD screen. The narrator is actor Kevin Bacon. Groups can combine SKYRIDE with Fast Track admission to the Empire State Building Observatory, reducing wait time by 75 percent. The combo plan for student groups is $26 a person. Many groups, though, just do the SKYRIDE ($12), according to Renee Wilson, assistant director of business development. (212-299-4904, skyride.com)

Standards, is designed to empower educators with the tools they need to deliver lessons in areas such as history, political science, social studies and media before and after visiting the wax museum. The Presidents Gallery, one of the museum’s special features, will have life-sized wax figures of all 44 U.S. presidents from George Washington to Barack Obama.

News student travel

The gallery is expected to be complete by February. Madame Tussauds offers an array of buffet dinner options in conjunction with an evening group visit. Popular choices include pasta bars, pizza parties and hot sub sandwich bars. Catering is provided by La Prima Catering. (888923-0334, madametussauds.com)

CAST IN WAX Student groups at Madame Tussauds Washington D.C. can add an educational seminar or scavenger hunt to their visit. Current seminars are available in two subjects: art history and marketing and public relations pertaining to the tourism industry. Scavenger hunts are offered in short (20-25 questions) and long (40-50 questions) formats. Madame Tussauds has a mini-educational curriculum guide and poster featuring the 44 U.S. Presidents. The guide, developed in accordance with the U.S. Department of National Social Studies Standards and National Council for the Social Civil Rights Movement Studies LeisureGroupTravel.com

December 2010 19

News student travel

UNDER THE SEA The National Aquarium, a student travel hotspot in Baltimore, offers school groups a variety of tours and programs, including scientific investigations and animal presentations. Topics range from sharks and Australian aniÂ&#x2021; &RQYHQLHQWO\ ORFDWHG QHDU , , ZLWK HDV\ DFFHVV WR , DQG , mals to coral reef ecosystems. Thereâ&#x20AC;&#x2122;s Â&#x2021; ILQHO\ DSSRLQWHG JXHVW URRPV DQG even a squid dissection lab. The ChesaVXLWHV Â&#x2021; &RPSOLPHQWDU\ :LUHOHVV LQWHUQHW peake Bay Explorations program lets Â&#x2021; 5HIULJHUDWRU DQG PLFURZDYH LQ DOO JXHVW students test water samples and measure URRPV oysters to draw conclusions about the Â&#x2021; 0D\DQ $GYHQWXUH :DWHUSDUN Â&#x2021; 6TXDUH )HHW RI )OH[LEOH PHHWLQJ health of the bay. For advanced high VSDFH school biology students, a behind-theÂ&#x2021; )XOO 6HUYLFH )LWQHVV &HQWHU Â&#x2021; +RXU %XVLQHVV &HQWHU scenes tour emphasizes water chemistry, Â&#x2021; +DQJWLPH 5HVWDXUDQW DQG /RXQJH animal care, exhibit maintenance and aquarium careers. All programs support the Maryland Volunteer State Curriculum in Science. Teacher booklets are available to provide classroom activities that prepare students for the program and discussion after the 3 Â&#x2021; 7 )UHH visit. Groups may pre-order box lunches, ZZZ 7KH:DYHUWRQ+RWHO FRP dine in one of the Aquariumâ&#x20AC;&#x2122;s cafes or eat in the waterfront park. Besides exhibits, Aquarium highlights include a dolphin show and the 4-D Immersion Theater, which combines 3-D film with sensory effects such as mist, wind, snow, bubbles, steam, leg ticklers and seat vibrations. (410-5763833, aqua.org/teachers)

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TOP OF CHICAGO Skydeck Chicago, the 103rd-floor observation deck atop the 110-story Willis Tower, offers new educational tools for student groups, including a 37-page guide, The Hows, Whats and Wows of Willis Towerâ&#x20AC;&#x201D;A Guide for Teachers. On a clear day, four statesâ&#x20AC;&#x201D; Illinois, Indiana, Wisconsin and Michiganâ&#x20AC;&#x201D;are visible from the nationâ&#x20AC;&#x2122;s tallest building (formerly Sears Tower). A scavenger hunt encourages students to check off sights like the Lincoln Park Zoo, Buckingham Fountain, Navy Pier and Oâ&#x20AC;&#x2122;Hare Airport. Students especially

Daring students brave The Ledge at Willis Tower's Skydeck Chicago.

like The Ledge, a glass balcony experience that extends 4.3 feet from outside the building, giving them a clear view 1,353 feet straight down. Free bus parking is available for groups with reservations. (312-875-9447, theskydeck.com) TROPICAL FUN White Water, the water fun park in Branson, Mo., unveils Aloha River at Hula Hula Bay in May 2011. The parkâ&#x20AC;&#x2122;s newest area will provide a setting of lush Polynesian jungles reminiscent of the South Pacific. Floating riders maneuvering through the calm waters will meet with unexpected twists and turns, water features, fountains, misters and geysers. The 800-plus-foot river will be the parkâ&#x20AC;&#x2122;s longest ride. New seating areas LeisureGroupTravel.com

and cabanas are being added. Favorite rides at White Water include the seven-story Kalani Towers for speed racing, Tropical Twister and Bermuda Triangle. (800-417-7770, silverdollarcity.com) PARK AFTER DARK Students can wake up to giraffes, zebras and hippos on sleepover programs offered by Busch Gardens Tampa Bay. Included are special animal encounters, hands-on educational activities, a pizza dinner, continental breakfast and overnight accommodations. Also available are two- or three-night camp adventures with behind-the-scenes encounters. There’s also time to enjoy the theme park’s rides, shows and attractions. Busch Gardens Camps support the National Science Education Standards and Florida Sunshine State Standards. (877-248-2267, buschgardens.org) NEW IN MYRTLE BEACH A WonderWorks attraction will open in March 2011 at Broadway at the Beach entertainment complex in Myrtle Beach, S.C. The first attraction of its kind in the Carolinas, it will feature more than 100 interactive exhibits. WonderWorks will be located adjacent to Soar & Explore’s zip line and ropes course, an attraction opened by WonderWorks management earlier this year. It will appear as a four-story, classically-designed building that appears UPS to have landed upside down. GRO -3833 Exhibits include the hurricane shack, 576 UR 410CALL MAKE YOON where guests will feel the effects of TO ERVATI RES winds reaching 74 miles per hour; a bed of nails, where visitors will feel the sensation of 3,500 sharp nails; the WonderWall, where people can create a 3-D impression of their bodies by pressing onto a wall made of 40,000 plastic pins; the XD Theater 4-D Extreme Motion Ride, which uses special effects and fullmotion seats to take guests along an amazing adventure that transcends time, space and imagination; and Shuttle Landers, where visitors can experience the challenge of landing the Discovery Space Shuttle. Other WonderWorks attractions are in Orlando and Panama City Beach, Fla. and Pigeon Forge, Tenn. (wonderworksonline.com) LGT LeisureGroupTravel.com

BE TAKEN.

501 East Pratt Street • Baltimore, MD 21202 aqua.org

industry forecast â?&#x2013;

cindy bertram

CRUISE INDUSTRY FORECAST 2011 â&#x20AC;&#x201C; INSIGHTS FOR GROUPS

Six cruise line executives discuss the advantages of ocean vacations and their strategies for attracting group business

Port of Miami

espite the challenges that the economy has dealt to most areas of the travel industry, cruise industry leaders remain optimistic about continued growth and success in bringing groups to their ships. Cindy Bertram from Leisure Group Travel spoke with cruise industry executives to get their input and ideas on 22 December 2010

positives they are seeing as well as tips and insights for group leaders. Participating were Ron Gulaskey, director, corporate sales and charters, Celebrity Cruises; Mike Julius, managing director, U.S. sales, Carnival Cruise Lines; Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs, Holland America

Line; Richard Sasso, president and CEO, MSC Cruises; Janice Tully, CTIE, senior vice president, sales, Uniworld Boutique River Cruise Collection; and Maurice Zarmati, president and CEO, Costa Cruises North America. Cindy Bertram: What advice would you like to provide to group organizers who are currently not LeisureGroupTravel.com

CRUISE INDUSTRY PANEL promoting cruise groups? Why should they consider organizing and promoting cruise groups as opposed to land tours? Ron Gulaskey: Group business is an absolutely incredible revenue source for group leaders! Why focus on group business? It’s a way to increase your client base – new people you never would have found otherwise. It creates your future business pipeline, and it is efficient selling because specific policies and amenities are very organized for the group planner. Mike Julius: If someone in the group has never sailed before, it’s important for the group leader to “set the stage” – do they want the prime rib or lobster or both? Our staff is trained to deal with groups, and there is an ease of pulling all the components together – from transportation and accommodations to destinations, meals and entertainment. This is where cruises excel. Richard Meadows: For consumers, cruising provides the top vacation value today particularly relative to land-based travel and fluctuating currencies. For example, in Europe, you can’t beat being able to visit three to five cities and experience different cultures for the value of a cruise paid in U.S. dollars. Culinary groups are one of the biggest trends and, for Holland America Line, the trend falls right into line with the strengths of our premium brand. All our ships have a multi-million-dollar show kitchen at sea called the Culinary Arts Center presented by Food and Wine magazine. Building a group around a local chef, with food demonstrations and interaction with both the guest chef and our own shipboard chefs, is a wonderful way to create a unique experience for guests. We offer a special Culinary Group package. Richard Sasso: Cruise groups are the easiest groups to control and manage. leisureGrouptravel.com

Mike Julius

RichaRd Meadows

Carnival Cruise Lines

Holland America Line

RichaRd sasso

Janice tully

MSC Cruises

Uniworld Boutique River Cruise Collection

MauRice ZaRMati

Ron Gulaskey

Costa Cruises

Celebrity Cruises december 2010 23

industry forecast ❖

Since 1990, the cruise industry has had an average annual passenger growth rate of 7.2% per year, according to CLIA —Cruise Lines International Association of “already planned” activities onboard, complete with meeting space nearby. How important is group cruise business to your cruise line? What percentage actually makes up total sailings? Gulaskey: Celebrity loves to have group business for many reasons and usually we limit group business to 2530% of our sailings. This allows a nice mix of groups/FIT and nobody feels excluded or left out. Julius: At Carnival, group business is very important to us and we want true affinity business. Meadows: Cruise group business can represent up to half of the guests on a cruise departure, depending upon the specific destination. A well planned and marketed cruise group contributes to the success of the sell and will return repeat business later. Sasso: MSC targets almost 50% of our inventory to groups. We provide an attractive advanced rate with a host of amenities to offer the best value to the group guest.

Port of Tampa/Tampa Port Authority

Most of the details of the group’s needs are already included in the cruise operation, from meals, tours, services, attention to details and special events to on-the-spot customer service. Cruise groups are the foundation for return business year after year. Using the themes offered by many lines, like our Big Band and baseball cruises, provide a great opportunity to direct and target your sales efforts to a specific audience. Janice Tully: We provide a “onestop” shopping experience for the group organizer. Our knowledgeable group reservations agents can guide them to the perfect river cruise; one phone call can secure the entire group booking. Our attractive group discounts are combinable with our brochure discounts (EBD, PIF and River Heritage Club discounts). Our onboard cruise managers take care of all of the shore excursions, so the group organizer can enjoy the trip without having to worry. All of the details are handled with no packing and unpacking getting from one place to another. Maurice Zarmati: There is simply no better value for your clients than a group program at sea. On a cruise, not only will accommodations be included for your clients, but they’ll have their dining, activities and entertainment covered as well. Cruises also provide value for you, the planner, as there’s such a wide variety

Many Western Caribbean cruises depart from Tampa, a top Gulf Coast port. 24 December 2010

Zarmati: It’s very important to us and we pride ourselves on being group leaders. The percentage fluctuates based on the time period, but overall is around 30%. Bertram: Do you have one brief success story or tip you’d like to share on how to build a successful group cruise in 2011? Gulaskey: One travel partner that really has embraced growing group business has been Cruise Planners out of Coral Springs, Florida. They have proactively teamed up with us this year to offer many types of group trainings for their franchisees. They are trying to make sure all their members know about the benefits of group cruises. Julius: The key word is affinity. The most successful groups are driven by the affinity, and not the ship or the itinerary. These are people taking this cruise because they want to be with their families, friends or people they share an affinity with – this can also include bank travel clubs, collectors or hobbyists, church groups, quilter groups. Meadows: One of the best ways to get started is to get a copy of Holland America Line’s free guide “Developing Group Business.” For 2011, we’ve added five new items to our Group Amenities Program. The GAP menu now features 41 amenities, including the new Home City Air Credits. Guests purchasing Holland America Line Home City Air receive a credit of $50 per person for economy-class tickets and a credit of $75 per person for business class. The LeisureGroupTravel.com

credit is available for 2011 group bookings of five staterooms or more. Sasso: Start small and think big. It only takes a handful of group leaders to get the ball rolling. The priest, the band leader or the disc jockey can be the headline for the solicitation. Fundraisers are always successful and doing cruise nights promoting the departure is very useful. Once you get one check from one guest the rest will follow. Always be alert to what clubs and associations are gathering in the area and try to contact the key person. Tully: Uniworld offers an Epicurean Adventure Program on selected departures which has attracted many wine and culinary groups. We have family programs on selected departures, great for multi-generational travel. You see quite a few grandparents taking their kids and teen grandchildren on our cruises. Zarmati: If you’re involved in an affinity-type community group, become more involved and build a group based from the relationships within. Some of our most successful groups are brought together by Armenian and Irish heritage, love of oldies music and even kosher lifestyles. People like to travel with likeminded individuals, and building a group based on this is a recipe for success. Bertram: What cruise destinations seem to be the most popular for groups? On the flip side, what are good cruise group destinations your line offers that would be good for group organizers to consider? Gulaskey: The Caribbean continues to be the leader in group cruises whether it is for organizations looking to get away to a warm climate in the middle of winter or a family reunion sailing in the summer because the kids are out of school. I have to be honest – every region of the world seems to host many group cruises for us with many reasons. We always recommend that group organizers work with their district sales managers to identify high-opportunity sailings. LeisureGroupTravel.com

Julius: At Carnival, we “own the Caribbean, Bahamas and Mexico,” so to speak. Our seasonal destinations include Europe and Bermuda, along with different lengths of cruises. As a group leader, you need to have choices and we

more “cruise rookies” to sail with us, experience the excitement and then cruise with us again and again. Meadows: Depending on the group, the most popular destination will vary. Alaska and Europe always seem to draw

In 2009 the industry occupancy rate— consistently over 100%—was 103.9% for member lines of CLIA —Cruise Lines International Association provide incredible ones. Start with the number of nights along with your budget and pocketbook. The best part? Our product delivers the same whether your group is on a 3- or 7-day cruise because our ships provide outstanding entertainment and food, with consistency throughout our fleet. Our goal is to get

attention from group planners. These two cruise destinations provide a great value to vacationers and also offer unique opportunities to customize the experience for group guests through tours and the on-board experience. Sasso: The Caribbean is always a strong market, romantic and warm

prime time With our rich 200-year history, Greenbrier County is a great location for your next tour. We are home to America’s Resort, The Greenbrier, one of only four operational Carnegie Hall’s in the world, West Virginia’s Official Year-Round Professional Theatre, Greenbrier Valley Theatre, and the city of Lewisburg, a West Virginia Certified Arts Community. For complete details about the area log onto greenbrierwv.com/groups for more information. To request a copy of our Destination Planning Guide call 800-833-2068 or email info@greenbrierwv.com.

LEWISBURG

WHITE SULPHUR SPRINGS

RONCEVERTE

ALDERSON

RAINELLE

December 2010 25

industry forecast ❖

For 2010 the Caribbean and Bahamas represents the No. 1 destination with 41.3% of capacity deployment. —Cruise Lines International Association weather. Alaska can also be a great target for experienced cruisers. Of course the MED has the most history, culture and variety. Wine, music, cooking and a host of themes attract a crowd that shows more interest in the exotic destinations like Europe and the Mediterranean. Tully: All of our itineraries are perfect for groups. Our embarkation and disembarkation ports have easy air access and our pre- and post-cruise hotel options are professionally organized, with transfers included to and from the ship. The itinerary choice all depends

26 December 2010

on what culture the group wants to experience, from Europe, Egypt, Russia or China. Uniworld provides the “best of the best” in river cruising. Zarmati: We are the group leader in the Mediterranean. We’ve been there for over 60 years, we know the ports inside and out, and we have numerous new ships there based year-round. So many groups have already “been there, done that” and are looking to try out a new destination. The Mediterranean is a unique option with surprising affordability.

Bertram: Today there is even more price sensitivity than ever before. In the past, it was more common for a group organizer to book their cruise group at least 12 months out, but with the current economy, the mindset has been to “wait til the price goes down.” This is a dilemma that group organizers are facing. What reassurance does your cruise line provide to group organizers as far as the actual pricing? Gulaskey: Celebrity Cruises is always extremely fair with their travel partners when it comes to pricing. Comparing group rates to FIT rates is like comparing apples to oranges. Groups get the existing FIT rates, but they need to remember they also get tour conductors, group amenity points, first choice for staterooms and first assignment of dining times, table types

LeisureGroupTravel.com

and location in the dining room – numerous benefits right there alone. Julius: When it comes to the question of price protection for all Carnival guests, we have found “the silver bullet,” so to speak, with our “Early Saver” program. Launched two years ago, this program encourages our cruise guests to book early, and it is the only rate code that we protect. For cruises six days or longer, the guest has to book at least five months in advance of the sailing date. Although the “Early Saver” program is for an individual cruise booking, if a group leader blocks their group space on a particular ship and sailing date, they have the option of going back to individual reservations, having an “Early Saver” rate booked for a stateroom, and then get it transferred back into their group allotment. Tully: Uniworld is 100% trade dedicated; we rely on our travel partners to support our product. Pricing integrity is essential to maintaining our business partnerships and customer satisfaction levels. If a lower individual rate becomes available and the group organizer/travel agent has an existing group on this date, they can switch to the lower rate and still earn the tour escorts and amenities (Europe and Russia only.) In most cases they can qualify for the group discount, which would give them the advantage over booking through individual reservations. Zarmati: This is something that all lines face and one that we take seriously. We understand the importance of price sensitivity and do our best to protect the travel agent partner and their clients in any situation they have. LGT

Bring 12 and TWO travel FREE! EARN AN EXTRA $500 for your group when you reserve by January 31.

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Y’all Come. It’s our mission statement, a warm invitation that promises friendship, personal comfort and safe haven for groups large and small. In Natchez we have history, scenery, and a walkable downtown offering great cuisine, events, gaming, outdoor recreation, and breathtaking views of the Mississippi, without the traffic and hullabaloo of the big city - in short, a tour operator’s dream. Easy access, affordability, charm, and the right mix of excitement and relaxation make the perfect recipe for successful tours. See for yourself. Plan for lovely, historic Natchez, and all the credit goes to you.

Cindy Bertram has 15+ years of cruise expertise in sales, marketing and training, with an MBA from Loyola University Chicago. She can be contacted at cindy@ptmgroups.com.

Obtain Cruise Industry visitor guides and itineraries – and contact groupfriendly suppliers directly – at leisuregrouptravel.com/instant-info LeisureGroupTravel.com

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on location: midwest ❖

randy mink

NE BRASKA’S

FRONTIER TRAILS our groups cruising through the heart of Nebraska don’t have to stray far from the superhighway to get a taste of early life on the prairie. In fact, one attraction actually bridges Interstate 80. Meandering 455 miles between Omaha and the Wyoming border, this transcontinental corridor follows the route taken by 19th century settlers in covered wagons as they trekked westward on the Oregon, California and Mormon trails. Pony Express riders, stagecoaches, steam locomotives and automobile drivers on the Lincoln Highway (America’s first cross-country road) also followed the path, much of it paralleling the Platte River. In the same pioneering spirit, today’s travelers can blaze their own trail across the Great Plains, sampling a number of historical places a short hop from I-80 exits.

A recreated 1880s street in Ogallala invites visions of the Wild West.

Nebraska DED Photos

JUST OFF INTERSTATE 80, GROUP-FRIENDLY ATTRACTIONS

Take a journey back in time at the Stuhr Museum of the Prairie Pioneer (left) and Great Platte River Road Archway. 28 December 2010

LeisureGroupTravel.com

Interstate 80 meets the Platte River at Grand Island, home of the Stuhr Museum of the Prairie Pioneer, a 200-acre living history complex. In Railroad Town, a village of 60 historical buildings, visitors explore shops, period homes and barns among townspeople demonstrating crafts and going about their daily lives. One home is the birthplace of actor Henry Fonda. See a multi-media presentation and exhibits about Nebraska history in the Stuhr Building, designed by noted

architect Edward Durell Stone. American Indian and Old West artifacts are displayed in Fonner Rotunda. The reconstructed Pawnee earth lodge offers a glimpse into Nebraska’s only indigenous tribe. Harold Warp’s Pioneer Village in Minden, southwest of Grand Island and 12 miles south of I-80, houses one of the world’s largest collections of Americana. With more than 50,000 antiques in 26 buildings, the attraction was started in 1953 by

Stuhr Museum of the Prairie Pioneer in Grand Island is one of the Midwest's most celebrated living history museums.

BRING ALIVE THE STATE’S COLORFUL PIONEERING PAST

Frontier days come into focus at the Stuhr Museum's hardware store and Fort Kearny State Historical Park. LeisureGroupTravel.com

December 2010 29

REDISCOVER THE

ROAD TRIP

IN NEBRASKA.

IN NEBRASKA, YOU CAN RECAPTURE THE MAGIC OF ROAD TRIPS PAST. With so many fun places to visit, it’s easy to let loose and relive the good times. So what are you waiting for?

888-444-1867, Dept. 1LGC Nebraska Department of Economic Development’s Travel and Tourism Division

on location: midwest ❖ Warp, the youngest of 12 children of Norwegian immigrants who grew up on the Nebraska prairie. He made his fortune as a plastics manufacturer. Buildings at Pioneer Village include a sod house, log cabin, Pawnee earth lodge, 1872 railway depot, original Pony Express station and a general store stocked with 19th century merchandise. Craftspeople demonstrate weaving, spinning and broom making. A collection of 350 antique cars, 20 airplanes and 100 tractors also sweeps visitors back to yesteryear, and they can see examples of seven generations of American kitchens since the 1830s. In the town of Minden, groups might be able to catch a show at the newly renovated 1891 Minden Opera House. Kearney (pronounced “CAR-nee”) is famous as the location of Great Platte River Road Archway, a monument to America’s pioneering spirit and freedom of mobility. A log bridge spanning I-80, it offers an entry movie and interactive exhibits about westward migration—in wagon trains, stagecoaches, cars and trains. Visitors experience a buffalo stampede, a “prairie schooner” journey and a frontier fort. The Lincoln Highway exhibit showcases a 1914 Model T Ford and 1927 Oldsmobile.

Scout's Rest Ranch in North Platte was the home of Buffalo Bill Cody.

Military history buffs like Fort Kearny State Historical Park, the site of a frontier outpost on the Oregon Trail that housed a Pony Express and stagecoach station. The recreated stockade has a sod blacksmith shop and powder magazine. The park is a good spot for viewing the sand hill crane migration in March and early April. Gothenburg, west of Kearney on I-80, is the “Pony Express Capital of Nebraska,” offering such attractions as the

Sod House Museum and an original Pony Express Station. Visions of the Old West captivate groups at Buffalo Bill Ranch State Historical Park in North Platte. On 16 acres of the original ranch of William F. “Buffalo Bill” Cody, visitors can tour the three-story Victorian home and a barn with faded promotional posters of Cody’s famous Wild West Show, which became an international phenomenon in the late 1800s. The ranch was a rest-

TOUR OPTIONS ABOUND IN NEBRASKA TOWNS LIKE

Early forms of transportation are displayed at Harold Warp's Pioneer Village (left) and Cody Park Railroad Museum. 32 December 2010

LeisureGroupTravel.com

Check out the Pawnee earth lodge at Stuhr Museum of the Prairie Pioneer.

ing place for many of the performers and animals. Check out the park’s small herd of bison. Another 233 acres of the ranch is a state recreation area with picnicking, camping and hiking. Also in North Platte is Golden Spike Tower and Visitor Center, an eight-story observation tower that overlooks Bailey Yard, the “world’s largest rail yard” and focal point of the Union Pacific Railroad system. Rail fans can peruse vintage equipment and

memorabilia at Cody Park Railroad Museum, located in a park along the North Platte River, a site where Bill Cody staged his first rodeos. North Platte Rail Fest, an annual event in September, made the American Bus Association’s Top 100 Events in North America list for 2011. North Platte’s Lincoln County Historical Museum has artifacts that relate to Native Americans and early settlers, and it documents the legendary North Platte

Canteen, a World War II hospitality center that served soldiers passing through town on the train. Fort Cody Trading Post, at the I-80/Highway 83 interchange, bills itself as “Nebraska’s largest souvenir and Western gift store. The Wild West lives on at Front Street and Cowboy Museum, a recreated 1880s street that recalls the rowdy past of Ogallala, a cowtown once nicknamed the “Gomorrah of the Plains.” On summer nights after watching a shootout on the street, tourists move indoors for the Crystal Palace Revue, a Western stage show. The attraction also has a restaurant, bar and gift shop. Other sights in Ogallala include Boot Hill Cemetery, where many cowboys were buried with their boots on, and Mansion on the Hill, one of the finest examples of Victorian architecture in Nebraska. For modern-day trailblazers in the Cornhusker State, Western lore and good old-fashioned nostalgia await— just off the exit. LGT Obtain Nebraska visitor guides and itineraries – and contact groupfriendly suppliers directly – at leisuregrouptravel.com/instant-info

GRAND ISLAND, MINDEN, KEARNEY AND NORTH PLATTE

The Stuhr Museum's one-room schoolhouse and Great Platte River Road Archway provide peeks into Nebraska's past. LeisureGroupTravel.com

December 2010 33

on special events ❖

sue arko

EvEnts

A Reason travelers visit and Return to Destinations

Pasadena CVB

Destination

Pasadena's dazzling Rose Parade ushers in the New Year.

Albuquerque CVB/Raymond Watt

The International Balloon Fiesta, a photographer's dream staged in early October, highlights Albuquerque's travel calendar.

34 December 2010

nce two totally separate industries, the special events industry and the travel industry are working more closely together than ever before, leading to mutually successful business relationships, new and fresh tour itineraries, and destination events (as opposed to local events) putting “heads in beds.” The American Bus Association has realized this for the past 28 years and annually votes on the Top 100 Events in North America for tour operators. Similarly, Red Hot Celebrations is rapidly becoming the travel trade’s event connection. Special events are often the reason first-time travelers select a destination. The economic impact of these first-time guests traveling to destinations for niche celebrations, fairs, festivals and anniversary commemorations can be felt for years to come. On the other hand, tour operators who have a loyal customer base need reasons for repeat guests to return to a destination. Their itineraries need to be fresh and special events add novelty and excitement to existing itineraries and previously-visited destinations. Creating special events during slow travel periods is another reason why destinations and tour operators are apt to offer them. The Annual Winter LeisureGroupTravel.com

itinerary becomes attractive for tour operators to offer. These smaller events have different challenges for operators. Lead time can be an issue as schedules are not always available 9-12 months in advance. Also, special events rely heavily on sponsorship dollars, so they may be subject to cancellation in today’s economic environment. Experienced tour operators working with event promoters can offer addedvalue or behind-the-scenes components that the average guest would not be able to experience. Possibly a meet-and-greet with the feature entertainer, a special cooking demonstration, or a hands-on workshop can be customized.

Lake Havasu City CVB

Break in Primm, NV is conducted the second week of January each year. It is a slow time for the destination, and tour operators need revenue in January. Thus the creation of this successful event – now in its ninth year. Some popular events, such as the Tournament of Roses Parade, Kentucky Derby, Super Bowl and Albuquerque Balloon Fiesta warrant a stand-alone package. These events are some of the most elite and recognized events in the world, and are not for all groups because of budget concerns and availability of tickets. In addition to tickets, hotel availability, price and deposit requirements are also factors. For the inexperienced, large events are not always the

The Boat Parade of Lights brightens the season in Lake Havasu City, Arizona.

easiest to maneuver. So, for groups who have always dreamed of attending a world-class event, using an experienced operator can make or break their trip. However, smaller events are perfect for any tour operator to add to existing programs. Or combining several events can link smaller communities using a common theme. Take, for instance, a holiday vacation to Arizona. Almost every community has activities taking place in December, and by combining several of the best, such as the Lake Havasu Boat Parade of Lights, Red Rock Fantasy in Sedona, and Zoo Lights in Phoenix, a statewide, five-day LeisureGroupTravel.com

Local CVBs are great contacts when considering adding special events to tour itineraries. Dineene Bradley, vice president of tourism development for the Louisville CVB, shares her experiences in the following interview: Festivals and special events are becoming an important part of most tour planners’ itineraries. Why do you think this has evolved? DB: “Several years ago, we started noticing an increased interest from tour operators in promoting special events and festivals in our city. Those who had been to Louisville before knew it was great place for groups. But to attract

repeat customers, they added a special event which allowed their guests to experience Louisville in a new way.” Your biggest event is the Kentucky Derby Festival. What opportunities are there for tour operators to plan packages around this event? DB: “Louisville is the only city in the world that can take a two-minute horse race and turn it into a two-week celebration! The Festival starts off with the largest fireworks show in North America called Thunder Over Louisville. Other Derby Festival events include an air show featuring military aircraft demonstrations over the Ohio River, the Great Steamboat Race featuring the Belle of Louisville taking on a new contender each year and the Derby Festival Parade on the Thursday evening prior to the Run for the Roses - the Kentucky Derby. A limited number of guests will be able to attend the Derby itself. But the weeks preceding the Derby are equally as festive.” Are there any other motorcoach group-friendly events and festivals in your region you’d like to tell us about? DB: “My favorite time of year in Louisville is always the holiday season and with so many new events to offer, we are excited to have groups visit at that time of year. For the 2010 holiday season, KaLightoscope is coming to the U.S. for the first time at the Galt House Hotel. The event includes a dazzling display of fabulous holiday luminaries, towering 16 to 30 feet high. At the Derby Dinner Playhouse guests can enjoy Plaid Tidings. The Frasier International History Museum is presenting O’Deadly Night and the famous Louisville Slugger Museum & Factory is offering Merry Christmas, Charlie Brown.” Destinations around the world offer a multitude of events throughout the year. Plan a trip based on your group’s favorite flavor. LGT December 2010 35

on marketing ❖

dave bodle

Focusing on the 4 P’s in 2011 I MIGHT BE OLD SCHOOL, but I still believe in the “Four P’s of Marketing” —Product, Price, Promotion and Place. In 2011 we’ll do our best to share some insights into each of the “P’s” and how you can use them to better market your business. I’m excited to share some of my experiences with you and hope you’ll do the same with me. Here’s a look at some topics we’ll be exploring: New business is the lifeline of every business. About 100 years ago when I was a young account executive in a mid-size advertising agency, my mentor shared a sound piece of advice. We were basking in the joy of a sizeable piece of new business when he told me, “Today, you’re one day closer to losing this account. You should probably begin thinking how you’ll replace the lost business.” It was only after I matured and became more business savvy that I fully understood what he meant. He wasn’t putting down my account management skills. He was simply stating a fact. Today’s professional tour planner is faced with a host of challenges in maintaining and replacing business. Look for an upcoming issue to read about some thoughts in constructing a new business plan that fits your business. Where does new media fit into the mix? I’ll be the first to admit that most new media (and some not so new) has passed right over me. Frankly, with all the old media trying to re-invent themselves to look like new media there’s only one thing I know for sure—there are entirely too many media choices 36 December 2010

available. Much of the traditional media still has its place and probably always will. Watch for a column that highlights traditional media and then takes the plunge into a look at the new media. Hopefully, we discover how it all fits together. How much do you really know about your customer? The old adage “treat customers as you would like to be treated” needs some tweaking. Let’s try “treat customers how they’d like to be treated.” That brings us to the obvious question. How well do we really

Merchandise, price, presentation and even floor coverings all contribute to a store’s differential advantage. My task was to explore if the term related to nonretail businesses. Although the details escape me, a relatively logical argument was presented proving the obvious. Today, the hot button is branding and we do not have a shortfall of experts in the field to help your business discover its inner self. Although I’ll probably avoid “branding,” we will take a look at how we position ourselves in the marketplace.

Professional tour planners need to really know their customers because tourism is a high-touch, not a high-tech industry know our customers? Without the answer we’re going to waste considerable time and money. A dear friend, Mikie Wall of Wilmington Cape Fear Coast CVB (NC), once shared a statement that I’ve used hundreds of times. She told me, “Tour & travel is a high-touch, not high-tech industry.” With that as our guide we’ll look at what we need to know, why we need to know it and how we go about better knowing our customer. I’ve about had my fill of branding. While in college I wrote a thesis about a fairly new term in the retail industry, “Differential Advantage.” At the risk of oversimplification the term implies what sets retail stores apart from one another.

So, just where are we going with this column? As revealed in the opening paragraph, it’s a pretty safe bet this column will give considerable emphasis to marketing’s four “P’s.” Sometimes in our day-to-day business experiences we waiver from what we know. It’s my hope that for a few minutes in each issue I’ll be able to keep you on target and provide some ideas you can bring to the table that very same day. Dave Bodle is a 25-year veteran of the group travel industry, having served as publisher of the Carolina Explorer, Virginia Explorer and Tennessee Trails group travel publications. Dave will be sharing his knowledge and insight with readers on the pages of Leisure Group Travel in 2011. In addition to a regular marketing column, Dave will also head up Leisure Group Travel's southern region editorial coverage. Contact Dave at 843712-1140 or email dbodle@sc.rr.com.

LeisureGroupTravel.com

on technology ❖

john kamm, ctp

Into the Cloud THE FUTURE HAS A way of creeping up on us, like the double habanero burrito that seemed like a good idea at 3 a.m. All of a sudden it’s there, demanding urgent attention. There are several technologies worth your attention, and while the action is not burrito urgent, your business may be able to benefit by understanding what they offer. The future of computing is clear: it will be in the clouds, or more accurately, THE Internet cloud. Utilizing the cloud requires a shift in our thought process and enables dramatic changes in our computer usage. The cloud provides applications and services, instead of the pictures/text content of most of the half billion active web sites. We use services like eBay, Amazon, Google and FaceBook to shop, shop, search and snoop. A critical aspect of the cloud is that the physical relationship between us, our digital stuff and computer hardware can no longer be defined in simple terms like “office,” “home,” or “laptop.” If yours is like most companies, all the data you require to run your company is located on the computers in your office; your employees work in your office and, except for outside sales people and tour managers, if

they are outside of the office they are not working. The cloud makes that model obsolete. Its resources make it possible for your sales and marketing data to reside somewhere in a dedicated application like Constant Contact or SalesForce, your email on some other remote server, your mapping to come from Google Maps. In fact, all of your data files and applications may be served from a cloud server rented from Amazon or

Today’s forecast: The future of computing will be in the Internet cloud Google. Because of the advances in network bandwidth and reliability, employees can access the resources they need to perform their jobs from almost any location. When I call my daughter at school, I “know” where she is when she answers, she is with her cell phone. Really, I don’t have a clue where she might be – unless I activate the GPS chip functionality of her phone, but that’s another story. The point is, are you ready to make this leap with all of the digital assets of your company? The technology to make this shift is relatively inexpensive

Become a fan of ours on Facebook and we’ll keep you informed of the latest news in the industry by sending you Facebook updates when news breaks. Simply search for “Group Travel” and look for the Premier Tourism Marketing logo! Leisure Group Travel is also joining the Twitter craze. Go to Twitter.com/LeisureGroup to get the latest “tweets” from the Leisure Group Travel staff.

38 December 2010

and readily available; the hard part is getting your head around the possibilities and letting go. If you do rent space from a serverfarm, it will likely be on a virtual server. Think of this as the computer version of Joanne Woodward in The Three Faces of Eve. Multiple machine “images” run simultaneously on a single computer. A software layer called a hypervisor runs on the host machine, doing for a server what the cubicle does for office

space. There are excellent reasons to utilize virtual machines on your office network as well – separating your data server from your web server or creating virtual workstations for remote-access employees. Aaron Smith, author of a recent Pew technology study, found that 96% of adults 18-29 years old have cell phones. Six in ten seniors have cell phones. Why do we have them? Because they provide a desirable, reliable service. How can they provide that service? Through the cloud. We have already proclaimed our trust in the cloud with the highest form of affirmation we have – our wallets. John Kamm is a tourism industry veteran, former tour operator and developer of software. He founded TourTech Systems, Inc. in 1996, to develop and support TourTools®, a software solution providing comprehensive automation for more than 240 packaged tour companies and tourism organizations throughout North America and Australia. Visit www.tourtools.com or call TourTech Systems at 1-740-439-0738 for more information. LeisureGroupTravel.com

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