on the record O
Group Travel Survey
Shows Resilient Market ON FEBRUARY 20, 2009,
tions sent to Leisure
Leisure Group Travel Magazine con-
Group Travel’s InSite
ducted a survey of group travel buyers
e-newsletter sub-
regarding their groups’ travel inten-
scribers. 207 partici-
tions for the calendar year. This period
pants took part in the
was chosen as a strategic mid-point in
survey.
the 2009 travel season, a time when
While the results
group planners have a strong indica-
of the survey are
tion of advance customer deposits on
weighed down by the
large-ticket trips they launched for sale
overall sluggish eco-
last summer/ fall and a firm handle on
nomic environment
customer intentions for all trips sched-
that is gripping the
uled through the first half of the year. The survey was compiled by the magazine’s editorial team with invita-
United States, the leisure group travel
Based on responses from Leisure
industry, compared to other market
Group Travel readers, here is what’s
sectors, is proving very resilient. Do-
happening in the marketplace:
mestic and cruise travel indicators for
faith-based incoming agency
First
in
Germany
2009 are holding steady, a bright spot
• Seven in 10 leisure groups will plan
for any domestic destination or cruise
an equal or higher number of trips in
line looking to salvage an otherwise
2009 than in 2008, with 55% planning
bleak 2009. While the overseas out-
about the same number and 14% plan-
bound market is showing cracks, there
ning more. Load factors, however, will
is business on the books.
be lower, according to 69% of respon-
How are leisure groups bucking the
dents.
trend? In an “open response” format,
© Oberammergau
readers indicated techniques they are
• Three-quarters of group travel buy-
employing to better market their busi-
ers expect to book as many or more
ness. Marketing & advertising was
domestic motorcoach trips in 2009.
mentioned more as the key ingredient
Are you looking for a reliable partner for your trip to Germany and Europe?
in keeping their name out front than
• Nearly 6 in 10 said they predict
any other response. Groups are em-
steady or increased bookings for do-
We are specialised in: I Martin Luther and Reformation I Passion Play Oberammergau I Art & Literary study tours I Choir & Music tours
ploying conventional and web-based
mestic air trips.
travelers. Face-to-face presentations
to 53% of respondents, while 29%
We are related to the Catholic and Protestant Church.
and a reshuffling of tour products have
predict fewer cruise bookings and 18%
also been effective. While none of these
anticipate more cruise bookings.
Biblical Tours Stuttgart – Germany Fon 0049 711/61925-27 · Fax -827 E-Mail: incoming@biblische-reisen.de www.biblical-tours.com
tactics is new, they support the thesis
8 April 2009
strategies to stay fresh in prospective customers’ minds, with an increased
•
use of promotional discounts to lure
about the same as in 2008, according
Cruise bookings in 2009 will be
that in a recession you can’t run away
• Nearly two-thirds of group travel
and hide if you want to thrive – a busi-
buyers say overseas group travel will
ness needs to be visible and pro-active.
be down this year, with 30% expecting LeisureGroupTravel.com
Question 1: Compared with 2008, how will 2009 stack up in terms of number of group trips planned?
Question 3: Do you expect to re-
negotiate rates and terms (deposits, final payments) with vendors? , ! +
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All contents Š2009, Premier Tourism Marketing, Inc. No portion of the information may be reproduced in any form or by any means without prior written permission from Premier Tourism Marketing, Inc.
Question 2: Compared with 2008, how do your load factors on booked trips look in 2009? " # $
Question 4: In terms of Regional
Motorcoach Group Trips, this year you will book:? # +
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steady bookings.
• When asked if they expect to rene-
,
.
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nights away from home, while 73% re-
Leisure Group Travel is a national, bi-
port that customers are booking closer
monthly magazine that targets tour op-
to departure date.
erators, travel agents, church groups,
gotiate rates and terms (deposits, final
bank travel clubs and other group
payments) with suppliers, three-quar-
• When asked about growth in niche
travel planners among its 20,000 quali-
ters said they already have or intend to
segments of their client base, a quarter
fied circulation base. Respondents to
do so.
mentioned an uptick in the religious
the survey came from seven market
market, while 22% checked off na-
categories, representing the growing di-
• Regarding overall trends, half of re-
ture/eco-tourism and 20% see an in-
verse nature of the leisure group travel
spondents said their travelers are stay-
crease in girlfriend getaways/buddy
industry.
ing closer to home and spending fewer
trips.
LeisureGroupTravel.com
April 2009 9
on the record O
Question 5: In terms of Domestic Air
Question 7: In terms of Cruises, this
Trips, this year will you book:
year will you book:
"
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Question 6: In terms of International
(overseas) Trips, this year will you book:
Question 8: Have you witnessed any
of the following trends prevalent in today’s environment? + 7 +
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IN THE JUNE ISSUE of Leisure
location. Also for publication, send a
Group Travel, our On the Record column
high-resolution photo of yourself.
will explore group itinerary planning.
A selection of responses will be printed in
Please send us your response to
the June 2009 issue.
this question: Thanks in advance for your What is your No. 1 way of
valuable opinions.
spicing up an itinerary?
Send to: Randy Mink, Managing Editor,
Along with your comments, please
randy@ptmgroups.com
include your name, company name and 10 April 2009
LeisureGroupTravel.com
Question 9: Have you personally seen
growth in your client base from any of the following niche segments? 8 0 + +
+ 1
&& 9 8
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Question 10: Type of Company/ Organization You Represent.
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on the side
M
Many respondents in the 2009 Group Travel Trends Survey conducted by Leisure Group Travel Magazine volunteered comments to this question:
What marketing strategies have you put in place to motivate groups to travel this year? Among their answers: Discounts for cash payments, early booking discounts, more flyers and mailings, more advertising, travel incentive gifts, closer-to-home trips, shorter trips, more value trips. Here is a sampling of comments:
I â&#x20AC;&#x153;More individual flyers for day trips and passing them out on all day trips to make sure the information stays fresh and in front of them, rather than relying on the quarterly newsletter.â&#x20AC;? I â&#x20AC;&#x153;Postcard mailings re specific tours to pax who have shown interest in a certain mode of travel.â&#x20AC;?
I â&#x20AC;&#x153;Going after niche groups rather than a broad shotgun approach.â&#x20AC;? I â&#x20AC;&#x153;Increased e-mail blitz promotions. Introduced a new ad on a local Internet home page to reach larger market.â&#x20AC;? I â&#x20AC;&#x153;More themed & mystery tours, and believe it or not they are selling!â&#x20AC;? I â&#x20AC;&#x153;We have used Craigâ&#x20AC;&#x2122;s List to help sell remaining seats.â&#x20AC;? I â&#x20AC;&#x153;Increased emphasis on use of online marketing options. Change in annual brochure format to provide info closer to departure date of tour.â&#x20AC;? LeisureGroupTravel.com
April 2009 11