Understanding Itineraries

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					Understanding Itineraries, Group Tours and Packaged Travel        Visitor Experience/Marketing




               Understanding Itineraries
                  Group Tours and
                  G      T        d
                  Packaged Travel
                        g
                                              America’s Byways
                             Teresa Mitchell, Seaway Trail Corporation
                            Sharon Strouse, Amish Country Byway and
                                             The Ohio State University
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




                 How many of your Byways…

            Offer i t d      li t      l iti     i ?
          • Off printed or online travel itineraries?

          • Partner with travel sellers?
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




                     Is Your Byway Ready?
          •   Inventory,
              Inventory including public rest rooms
          •   Support theme or mix of activities
          •   Accommodations & Attractions
          •   Easy to follow interpretation in place
          •   Partnerships: market product
          •   On li   high         t      f    d t ld
              O line: hi h percentage of product sold
          •   Contracts: businesses & tour operators
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




                     Itineraries vs Packages

       •   Recommendations vs specifics
       •   Suggested time vs exact dates/times
       •   Price range vs per person rates w/taxes
       •   N contracts vs signed agreements
           No      t t      i   d           t
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




               Itinerary Key Elements
   ITINERARY Key Elements

• Inviting images and title
• Thematic Tour; guided or self-guided
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing
   ITINERARY Key Elements

• Inviting images and title
• Thematic Tour; guided or self-guided
• Interpretation; relate and provoke
   ITINERARY Key Elements

• Narrative; Informative and surprising
• Experience and age of audience
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




                Who is the Audience?
        •             Senior, Student,
            Groups: Senior Student Families
        •   Individuals or Couples
        •   Domestic or International Visitors
        •   Seasonal or Year round
        •   Thematic travelers: history, nature,
            cultural food
  ITINERARY Key Elements

• Narrative; Informative and surprising
• Experience and age of audience
• Rhythm; order with sensory components
   ITINERARY Key Elements

• Authenticity; emphasizing people
• Respect what is sacred
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




              Respect what i sacred
              R     t h t is      d
   ITINERARY Key Elements

• Authenticity; emphasizing people
• Respect what is sacred
• Your contact information
Understanding Itineraries, Group Tours and Packaged Travel        Visitor Experience/Marketing




                     Packaged T
                     P k           l
                            d Travel
            A trip arranged by a travel professional
                                             - NationalTravel Association

        • Includes at least two:
            – Accommodations
            – Transportation
            – Some meals or attractions
            – Guided services
Understanding Itineraries, Group Tours and Packaged Travel            Visitor Experience/Marketing




           “Packaged Travel” Trends
                                                  - NTA at www.ntaonline.com

             70
             60
             50
             40
             30                                                       Individual
                                                                      Group
             20
             10
              0
                  Current: $98.7   Future    Exceptions:
                     billion                Sports, Intrntl,
                                               Student
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing
Understanding Itineraries, Group Tours and Packaged Travel        Visitor Experience/Marketing

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Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




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Understanding Itineraries, Group Tours and Packaged Travel         Visitor Experience/Marketing




                    Travel package
                    T     l    k
                   purchase influence
        • 2006 research supports that 8 out of 10
                        third-party
          travelers use third party information sources
          such as a book or movie reviews, restaurant
          guides or magazine when making decisions
          on location to visit on vacation
                                           - National Leisure Travel Monitor;
           Yesawich, Pepperdine, Brown & Russell and Yankelovich Partners
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing


    Create Market Demand: Familization Tours & Editorial Stories
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




                        Best Practices
        • Creole Nature Trail, LA
            – Shelley Johnson
            – Guided tours enhance unique experience
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




                        Best Practices
     • Shasta Cascade Wonderland Assoc, CA
          – Bob Warren
          – Create demand & inviting titles/naming
          – Byways have niche market opportunities
Understanding Itineraries, Group Tours and Packaged Travel     Visitor Experience/Marketing




                      Lessons l
                      L             d
                              learned
     • Use byways.org to post itineraries and detailed product information
     (cannot include retail or commercial properties unless they have
     significant intrinsic resources)

     • Determine how to get started
     without being dependent on $’s
     • Work with Pat McNally,
     National Scenic Byways
     Program Marketing Director
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




    600 Intern’l tour operator members - NTA
          – 96% sell group tours
          – 51% sell one-day sightseeing tours
            The            d il     dit    f tour
          – Th average daily expenditure of a t
            passenger is $183
          – The economic impact of a motorcoach tour
            with 35 passengers staying overnight in a
                    $6,405
            city is $6 405
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




        Contact with Tour Operators
                  Expectations
                       • Willing partner
                       • Marketing
                       • Product consistency
                        oo Commitment
                    – Room Co        t e t
                       • Release date
                    – Rate Commitment
                       • Payments
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




    So h     to ll f this trouble?
    S why go t all of thi t bl ?
             U.S.
         The U S travel industry is big business!
            • 1.602 billion overnight trips annually
            • 41% - marketable pleasure
            • 18% - business
            • 41% - visiting friends/relatives
Understanding Itineraries, Group Tours and Packaged Travel             Visitor Experience/Marketing




        Touring Vi it M ti ti
        T i Visitor…Motivations
       Touring visitors are defined as people traveling along or with others in an
       car, van, RV, motorcycle or by bus.
       Top 5 national motivators to ‘take’ a touring trip (2007 research):
                - Fun and Exciting
                - Unique/Learning Experience
                - Ensures a great experience
                - Sightseeing and entertainment
                - Risk-free planning
                                     Scott H      L      d Inc, M 21 2007
                                   – S tt Hanson, Longwoods, I  May 21,
Understanding Itineraries, Group Tours and Packaged Travel         Visitor Experience/Marketing



                 Visitors S ki A th ti E
                 Vi it                           i
                          Seeking Authentic Experiences

                                       Social-
                                      Emotional
                                       Health


                  Spiritual                                  Physical
                   Health                                    Health
                                                                              Emotional Health




                                     Intellectual-
                                       Mental
                                       Health
Understanding Itineraries, Group Tours and Packaged Travel   Visitor Experience/Marketing




              Questions and Future?
America s
America’s Byway Opportunities
  www.byways.org;
• www byways org; submit to
  angel@byways.org (cannot include retail
  or commercial properties unless they have
  significant intrinsic resources)
  www.byways.org
• www byways org is linked to the 126
  America’s byways sites and your web site
  then can include specific content