Yes, Montana!There Are Opportunities in Those Group Travel Trends :Yes, Montana!There Are Opportunities in Those Group Travel Trends Presented by Bruce Beckham Travel Master Seminars April 18, 2002 West Yellowstone, MT


Your SpeakerBruce Beckham, CTP :Your SpeakerBruce Beckham, CTP Bruce Beckham, CTP is the president of Bruce Beckham & Associates, Inc., a consulting company that specializes in the hospitality and tourism industry producing and presenting educational workshops and seminars. His clients include states and cities throughout the world as well as hotel chains and travel organizations. He is a frequent speaker for organizations such as the American Bus Association, the American Society of Travel Agents, the International Association of Convention and Visitors Bureaus, the National Tour Association, and the United States Tour Operators Association. He also does professional facilitation for strategic planning retreats and focus groups. Bruce is a Certified Tour Professional, a former president of the National Tour Association and the National Tourism Foundation. He was recently inducted into the Tourism Hall of Fame. He is the Executive Director of the United States Tour Operators Association’s Travelers Conservation Foundation and a board member emeritus of the Greater Boston Convention & Visitors Bureau. He is also a member of the National Speakers Association. He began his career as a tour escort. Since then, he has owned a very successful travel agency, a motor coach tour company and one of America’s first receptive service companies. He has viewed the tourism industry from many sides; as a buyer, as a supplier, and as a volunteer leader of the country’s largest tour operator association. Bruce now spends his time helping others better understand and serve the tourism industry through his seminars, workshops, and consulting.


Before & After September 11 :Before & After September 11 Before September 11 Sagging economy Rising unemployment Keeping up with the Joneses After September 11 Continued sagging economy Still rising unemployment Caring about the Joneses


The Female Factor :The Female Factor Make 80 – 90% of leisure travel decisions Make 44% of business travel decisions Make 65% of convention travel decisions Influence men 15 years older and 15 years younger


The Human Factor* :The Human Factor* Baby Boomers Life transitions Childraiser/Caregiver sandwich Saving for retirement Fearing the future for themselves and loved ones *Yesawich, Pepperdine and Brown


The Human Factor* :The Human Factor* Seniors Slowing down Concern for world conditions Loss of friends, spouses, and children Not enough time with children/grandchildren Fear of being aware from home and familiarities Constant and/or recurring pain and discomfort *Yesawich, Pepperdine & Brown


Trends Worth Watching :Trends Worth Watching Leisure activities that provide interaction with others Stability & growth Individualistic, educated and adventurous


More Trends to Watch :More Trends to Watch Special Interests Cultural & Heritage Tourism Sports Active Adventure Eco-tourism Rural tourism


Sales & Marketing Issues :Sales & Marketing Issues Buying Motivations Wisdom You earned it Consistent value Generational appeal The Seven “F”s First Class Friendly Food Fun Facts Foreign Free


What Today’s Travelers Want :What Today’s Travelers Want Feed Me Comfort Me Relax Me Pamper Me Teach Me Touch Me Tell Me a Story Involve Me Humor Me Listen to Me


The Group Tour Market :The Group Tour Market Some Changes in the Wind


Changes in Tour Operator Product Development :Changes in Tour Operator Product Development Back to basics Included features Safety, but subliminally Fewer than four nights Backyard touring Patriotic themes? Buying packages


Changes in Tour Operator Operations :Changes in Tour Operator Operations Smaller capacity Minimum number of rooms Changing comp policies Fewer inclusions


Looking at the Major Markets :Looking at the Major Markets Special Interest Baby Boomer International Student Traditional


A Profile of Today’s Tour Traveler :A Profile of Today’s Tour Traveler Well educated empty nester Average age - 68 years “young” White collar retirees Fairly good health although 1 in 6 is disabled or travels with someone who is Travel on group tours as well as on their own Half of their tours are customized for a group they belong to Oldest take longer tours and spend more money Travel with spouses & friends Looking for a learning experience they can share with their friends & family Like to travel to several destinations rather than just one Get information from a tour operator or a group they belong to


What They Like Best :What They Like Best Evening Entertainment A History Tour A Heritage Tour A Garden Tour A Wilderness Tour


Why They Go on ToursRather Than Drive :Why They Go on ToursRather Than Drive Convenience Companionship Education Security Value


What They Need From You :What They Need From You Facilities that fit their needs Educated (informed) Personnel Sales Service Flexibility The big picture Price


The Tour Business Overview :The Tour Business Overview Preformed Groups Group leaders Bank travel clubs Tour Operators Receptive operators


Channels of Distribution :Channels of Distribution Group leaders Tour operators/Motor coach operators Receptive operators


Working with the Group Tour IndustryWays You Benefit :Working with the Group Tour IndustryWays You Benefit Incremental revenue Broaden marketing and sales bases Save supplier time & money Work with partners Extend your marketing areas Attract new types of customers Establish new channels of distribution


Create Alliances! :Create Alliances! What do I have that if I give it to you, it will help you, but at the same time will not harm me. What do you have that if you give it to me, it will help me, but at the same time not harm you.


Receptive OperatorsYour Not-So-Silent Partners :Receptive OperatorsYour Not-So-Silent Partners Take Your Product to the Marketplace Around the Country of Around the World Spread the Word About You Allow You to Concentrate on Your Major Markets


What’s It Gonna Take? :What’s It Gonna Take? Preferential Rates Cooperation Flexibility


How To Find The Customer :How To Find The Customer Success requires 90% preparation and 10% presentation Trade Directories ABA - American Bus Assn. NTA - National Tour Assn. OMCA - Ontario Motor Coach Assn. UMA - United Motorcoach Assn. International Motorcoach Network USTOA - United States Tour Operators Association ASTA - American Society of Travel Agents ARTA - Assn. of Retail Travel Agents SYTA - Student & Youth Travel Assn


Getting The Pre-Qualified Customer :Getting The Pre-Qualified Customer Lead sources Convention bureaus Chambers of commerce State & provincial offices of tourism Marketing partners Regional marketing organizations Online services


Bruce Beckham & Associates, Inc. :Bruce Beckham & Associates, Inc. Travel Master Seminars 587 Washington Street Canton, Massachusetts 02021 781-821-5990 Fax 781-828-4319 E-mail Beckham@aol.Com Www.BBeckham.Com