Tourism is a wonderful, fun industry. We have all had experiences that our friends and family envy, right? But at the end of the day, it’s about making money. And for those of you wondering how to get more group tours, there are two questions that tour operators are always thinking about. Now, they might not come right out and ask you these questions, but believe me, they are thinking about them. Those destinations and attractions that can answer the questions have the best chance of being included in tour packages. When you are practicing your sales pitch for your next sales call or trade show, have these answers ready to go. And what are the questions?
What’s in it for me and my company?
The group tour industry has changed drastically over the last 30 years. With the rise of the internet, potential customers can look at an itinerary and by doing a little research, can see the cost of the trip ( or so they think). So pricing for groups should not be on your website. Your tour operator needs to make money at your stop. Whether that is through a discounted admission ( 25-35% is standard) or a unique element that only groups can experience, each element of a tour matters.
So when they are thinking “What’s in it for me?” What they are really thinking is ” How is this going to make my tour better than my competitors and can we make money?”
What element can you provide that will set them apart and make them want to add your destination? When I was eager to get a new tour operator to try the Finger Lakes area, I offered to have stamped postcards waiting for the group when they arrived. The tour leader could give them out during the trip as prizes, or at a stop. This was a minimal investment on my part, but several operators took advantage of it each year. Added bonus: it gives you some tracking data since they have to call you and let you know how many people are on the tour, when they are coming and where they are staying.
Can you help them save time?
Since time is money in the group tour universe, can you provide a stop that includes food as well as an attraction visit? The cost of the meal is important, but saving driver hours and miles to another stop is something they consider. If you can’t host a lunch, are you in a downtown area where they could have lunch on their own? Or can you partner with another nearby attraction so they can see two places in the same stop?
Will you help them save money?
As I mentioned above, the standard discount for tour companies is 25-35% off your retail rate. One of my clients is a new attraction and as part of the strategic plan we developed, they are giving an additional discount for any tour booked this year. Once the tour operator gets rave reviews from this stop, they will probably add it in again next year. Some of my clients give an additional discount to their largest customers.
What will make my customer take out their CC?
All consumers behave pretty much the same. They look at something several times before purchasing. I mean, how many of you have something sitting in your Amazon cart now? * Guiltily raises hand* The term ‘abandoned cart’ means that someone started to purchase an item and decided not to. Tour operators that sell retail tours see this a lot.
Tour operators that put together tour ideas for existing groups ( called pre-formed groups) know that the group leader is shopping around looking for various options. So the question What will make my customers take out their credit card is one that tour operators are always looking at. Sometimes scarcity helps, such as limited dates and space. Do you have a VIP experience that is only available to members of a group? Can they have a separate entrance to avoid long waits? A costumed interpreter to greet the group and spend the day with them?
Tour companies depend on repeat customers so if you can help them develop a reputation as the company that provides the best value and experience, you will have a partner for years to come.
Do you want more group tours for your business?
I work with destinations and attractions to develop their strategic plan for getting more group tours. I am accepting clients for the second half of the year, and also reserving client start dates in 2023. If you want to upgrade your group tour program, just hit reply and I will follow up with what your new strategic plan could look like!
Or maybe you want to work on your group tour strategy on your own. I have a great tool for you. I created an Online course: Fill Your Parking Lot- 5 Secrets to Getting More group tours. Click here to purchase and join other Tourism Industry Pros who have already purchased the course. It is only $147 and will pay back the purchase price many times over!