on holiday travel ❖
sue arko
ver the past 30 years, many destinations have created special holiday-themed events in order to generate demand in a typically soft time of the year. By hanging over a million lights, decorating boats, conducting parades, and providing carolers and hot chocolate, they were able to draw tour groups to see all the spectacular creations. In today’s competitive and economically fragile environment, however, this might not be enough. In order for groups to keep coming back, destinations and tour operators must allow groups to “feel” or experience the event. Not only do tour operators and destinations have to create a holiday event, but they must create an event that touches the guests psychologically, evokes passion and triggers emotional connections. The following is what several travel professionals have to say about their holiday events and how they strive to connect emotionally with guests: Pete Weien, senior vice president and general manager of Gaylord Opryland Resort, describes the worldrenowned Country Christmas: “Christmas is when Gaylord Opryland shines its brightest, and our 28th annual A Country Christmas will make memories of a lifetime for guests who travel from around the world to experience the most captivating holiday resort entertainment, décor and food in America. “A Country Christmas includes two million sparkling lights and more than a dozen shows and attractions, including ICE!, an interactive, biggerthan-life ice sculpture world; the Radio City Christmas Spectacular featuring the Radio City Rockettes; a new holiday dinner show with Louise Mandrell; Christmas shows aboard the General Jackson Showboat and much more. “The Christmas spirit is incredibly
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Nashville’s Gaylord Opryland Resort celebrates the Yuletide in style.
Holiday Trips Involve More Than Lights and Carolers From Thanksgiving to New Year’s, magical events strike emotional chords in popular group-tour destinations real here. A Country Christmas is always a magical time for our STARS (employees), and that certainly translates into the guest experience. It is humbling that every year more than one million people choose to make Gaylord Opryland a part of their holiday celebration.” Similarly, Charlie McIlvain, director of the Granbury, Texas CVB, discusses the Candlelight Tour of Homes: “The Granbury Candlelight Tour of Homes is an annual event that residents and visitors to Granbury look forward to each December. Normally 12-15 historic homes and commercial buildings are highlighted in the tour. “Community volunteers spend weeks planning, decorating and prepar-
ing each facility to accommodate hundreds of guests. During the Candlelight Tour docents dressed in period attire great each visitor and spend time discussing the home’s or structure’s history and the families who have lived in the homes or the activities that have taken place in the commercial buildings. “Emotions set in as visitors experience kitchen aromas permeating the homes, bringing back memories of visits to grandparents’ homes for Christmas, Thanksgiving, Easter or other special occasions.” Finally, Rita Stephenson-Reedy, corporate marketing director, portrays Christmas at the Galt House Hotel in Louisville with KaLightoscope Christmas as the main attraction:
Georgia Department of Economic Development
10 April June 2011 2011
LeisureGroupTravel.com
“Guests marvel at the lights, colors and movement during KaLightoscope Christmas, a different kind of holiday attraction. Visitors are moved by the spectacular Nativity Scene’s size and the detail of the sculptures. The event creates and conjures up Christmas memories from early childhood and is a perfect inter-generational activity. “Christmas at the Galt House Hotel will be bigger and better in 2011 as the multi-layered celebration grows. KaLightoscope Christmas, the main attraction, will showcase new interactive, lighted sculptures with a discovery around every corner. A brand new attraction is being added for 2011—the breathtaking and magical Snow Fairy Castle where children can wander through, open secret doors and write down their Christmas wishes in hopes that the Snow Fairy will make them come true. Plus, a walk through the new charming Christmas Village will grab guests’ attention as they peek into village shop windows to see what’s going on inside. A world-class dinner show will have you whistling holiday tunes, Breakfast with Santa is a must and shopping in Mistletoe Marketplace will excite gift givers looking for that unique gift.” In addition to meeting psychological needs, guests travel over the holiday period for social reasons—they are looking for the camaraderie that a group tour offers. While family may be far away, those not wanting to be alone join groups at holiday times. Activities that allow for socialization and meeting new friends are important and popular when considering holiday travel events. To add value for the guest, a suggestion is to combine several events for a unique holiday experience. One example is a Thanksgiving weekend package in Southern Nevada, which may include LeisureGroupTravel.com
Thanksgiving dinner at a major resort in Las Vegas and the Midnight Madness shopping event at the Fashion Outlets of Las Vegas in Primm, followed by the Laughlin Boat Parade of Lights, where groups can actually ride in the parade. Whatever the reason for traveling
over the holiday period, there are destinations and events for your group. The number of choices continues to increase, and the creativity behind the scenes improves each year. Utilize the knowledge of a tour operator, and your tour is sure to shine in the hearts of your group for years to come. LGT
A friendly city that’ll really get your wheels turning. In Norfolk, there’s always something to celebrate. With hundreds of waterfront festivals, the fun never stops. To plan your itinerary, visit us online or contact Melissa Hopper, Associate Director of Tour & Travel.
v isitnorfolktoday.c om | 1-800-368-3097
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