Leisure Group Travel December 2010

DECEMBER 2010

A Premier Tourism Marketing publicationwww.leisuregrouptravel.com

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ON THE COVER:

Albuquerque International Balloon Fiesta (Photo courtesy of Albuquerque CVB/Raymond Watt)

Vol. 20, No.6 December 2010

COLUMNS4 On My Mind

by jeff gayduk

36 On Marketing

by dave bodle

38 On Technology

by john kamm

COVER STORY

COVER STORY34 DESTINATION EVENTS

34

NEBRASKA

Special events spark tour itineraries and encourage return visits by sue arko

DEPARTMENTS19 Student Travel News

FEATURES6 Group Planner's E-Book: Hot off the Press

8 Reader's Choice Awards

12 Youth & Student Travel Trends in 2011

by jacqueline kassteen

16 Student Travel Planning Guide

22 Cruise Industry Forecast: Insights for Groups

by cindy bertram

28 Nebraska's Frontier Trails by randy mink

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4 December 2010 LeisureGroupTravel.com

on my mind � jeff gayduk

THE COVER OF THIS MONTH’Sedition is indicative of the mood in thetravel industry. Most tourism-related busi-nesses saw sales and occupancy levels rise –not like that of a rocket or airplane, butmore like a hot air balloon, with a steadyincline to a point where it’s hoveringabove the ground.

As we close the door on 2010 andusher in 2011, here are five reasons I be-lieve the group travel industry is headedtowards recovery.1. Group tours aren’t as lame as “we”

once thought. For years the industry hastried to distance itself from the “grouptour” stigma by using alternate names, likepackaged travel instead of group travel, ormotorcoach instead of bus. Guess what?In a recent study by the Globus family ofbrands of new customers, they discoveredwhy people took tours – because theyWERE tours. So, ditch the reference to“land cruise” and call a spade a spade – ifyou’re selling groups trips, it’s best to tellyour prospective customers that.2. Travel is reasonable. Occupancy

levels are on the rise, but rates remain stable. Hotels are benefiting from moretravelers, but counter to previous recover-ies, they are keeping rates in check, whichbenefits tour operators.3. As goes the stock market, so goes

the group travel industry. Like it or not, the Dow Jones industrial average is a barometer to how people feel about theeconomy. Forget about deflated homeprices and unemployment figures for a

minute – focus on your core group oftravelers and realize they’re much moreconcerned about their investments thanjobs or home values.4. New experiences await. As travel has

been put on hold, new development hasn’tstopped. Tourism infrastructure has beenenhanced with new attractions, additions

and program refinements. Magnificentnew cruise ships have been launched.Haven’t been to Branson in a few years -there’s a new Sight & Sound Theatre that’swaiting for your group.5. There’s less competition for con-

sumer marketing dollars. Coming out ofthis recession, consumers are more frugal.They’re holding onto their cars longer, notbuying a new wardrobe every season, eatingout as much or “flipping” homes. Thisdrastic reduction in consumer spendingmeans more is left over for travel, whichstudies show is considered a necessity withmore and more Americans, not a luxury.

As far as the overall economy is con-cerned, we’re not out of the woods yet.But I believe the group travel industry willexperience a solid year of growth in 2011,led by innovative, forward thinkers whounderstand they can make their own econ-omy with determination, innovation andhard work.

Here’s to next year!

Jeff Gayduk, [email protected]

Reach New Heights

Vol. 20, No. 6 December 2010

Editorial & Advertising Office621 Plainfield Road, Suite 406Willowbrook, IL 60527P 630.794.0696 • F [email protected]

Publisher – Jeffrey [email protected]

Managing Editor – Randy [email protected]

Senior Editor – John [email protected]

Senior Editor – Elana [email protected]

Senior Editor – Dave [email protected]

Director, Design & Production – Robert [email protected]

Regional Sales Managers

Illinois – Jim McCurdyP 630.794.0696 • F [email protected]

Northeast & Eastern Midwest/Canada – Amy Janssens

P 630.294.0318 • F [email protected]

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West/Midwest/Online sales Theresa O’RourkeP 630.794.0696 • F [email protected]

The publisher accepts unsolicited editorial matter, as well as advertising, but assumes noresponsi bility for statements made by advertisers or contributors. Every effort is made toensure the accuracy of the information published, but the publisher makes no warranty thatlistings are free of error. The publisher is not responsible for the return of unsolicited photos,slides or manuscripts.

Leisure Group Travel (ISSN-1531-1406) is publishedbi-monthly by Premier Tourism Marketing, Inc. 621 Plainfield Road, Suite 406,Willowbrook, IL 60527. The magazine is distributed free of charge to qualified tour operators, travel agents, group leaders, bank travel clubs and other travel organizations. Other travel-related suppliers may sub scribe at thereduced rate of $12.00 per year. The regular sub scrip tion price for all others is$18.00 per year. Single copies are $4.95 each.

Send Address Change to: Premier Tourism Marketing, Inc.P.O. Box 609, Palos Heights, IL 60463

All rights reserved. Materials may not be reproduced in anyform without written permission of the publisher.

A publication

The group travel industry will experience a solid year of growth in 2011.

Free meals for your driver and group leader• Ample free motor coach parking • All-inclusive nationwide pricing • Food that’s ready for a quick, hassle-free stop

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on trip planning �

ONE OF THE GROUP TRAVELindustry’s best educational resources hasbeen updated with fresh content, mak-ing it an even more valuable companionfor tour planners looking to maximizetheir business’s potential. The revised2011 edition of How to Plan, Operate &Lead Successful Group Trips, an e-bookwritten by long-time Leisure GroupTravel columnist Marty Sarbey deSouto, is hot off the press.The re-introduction of the book,

published by Premier Tourism Market-ing, includes not only Marty’s maga-zine columns from the past three years,but reflects new developments on thetravel industry landscape, such as theadvent of social networking, changes in terminology and changes in airlinesecurity. “The purpose of the book,” she says,

“is to give group organizers inspirationand practical help in planning and oper-ating better trips.”While there are many travel/tourism

books in the marketplace that touch on group tour planning and leading as a small part of the overall book, How toPlan, Operate & Lead Successful GroupTrips focuses entirely on this segment of the industry. This allows for moredepth, more detail and more answers totour leaders’ real questions.Topics in the book range from plan-

ning and promoting trips to legal issues,travel insurance and in-house opera-tional hints. The author also discussesspecific modes of travel, like cruisingand rail trips. Among the many subjects being

added in the revised edition are:

• Getting organized for the day on tour• Considering tour programming and

leading as a career• How to “use” your tour participants

to help you• Finding inspiration for our tripsIn the chapter on “Dealing with Spe-

cial Markets,” Marty talks about packag-ing trips for women only, attractingbaby boomers and how to get men to

sign up for tours. For marketing travelprograms, she discusses paid advertising,press releases, direct mail, newslettersand promotional parties.The “On the Road” chapter focuses

on tour escorting and what to expect inthe field. It covers such topics as airport

check-in rules, shopping time, workingwith local step-on guides, dealing withdiverse personalities and clearing U.S.customs when returning from abroad. “Group travel is more important

now than ever when the financial pic-ture of many folks is down,” Martysaid. “They need the social aspects—camaraderie, talking things over withothers, learning something.”

Marty Sarbey de Souto is founder ofthe travel industry training program atBerkeley (Calif.) City College, where shetaught all aspects of group travel for 32years. A Certified Travel Counselor(CTC), she continues to design and leadtours as well as provide consulting serv-ices. Marty’s 40-plus years of experienceinclude tour operations, itinerary design,trip costing, marketing and tour escort-ing. She is a two-time former presidentof San Francisco Women in Travel (nowcalled San Francisco Travel Profession-als). Her latest activity: taking tango lessons. “I’m a good dancer,” she says,“but tango is hard!”To order the new edition of How to

Plan, Operate & Lead Successful GroupTrips, visit Premier Tourism Marketing’seducational website, groupuniversity.com,and click on GU Bookstore. Price is$29.95.

Updated Book Now Available for Group Travel Planners

“The purpose of the book is to give group organizers inspiration and practical help in planning and operating better trips.”


—MARTY SARBEY DE SOUTO

Group travel planners will find lots

of new material in the updated

version of this how-to guide.


About This Year’s Award WinnersOur readers this year must have heard the call of the wild

as Alaska came out No. 1 (Platinum) in the Domestic Desti-nation category. The Last Frontier didn’t even place in the top3 last year, though it did earn Gold in 2008. The emergence ofBranson and Pigeon Forge as runners-up must be music tothe ears of tour planners who fancy packaging down-homemountain culture with state-of-the-art performance venues.These destinations contrast with the urban cast of last year’swinners (New York City and Washington, D.C. ranking No.1 and 2).Ireland, Italy and Switzerland took honors in the International

Destination sweepstakes. While Ireland and Italy are frequentpast winners, Switzerland is a newcomer in reader preferences.South Dakota’s Mount Rushmore looms largest this year in

the Attraction category (up from Silver last year), while anotherall-American icon, Arizona’s Grand Canyon, took Gold. Get-tysburg National Military Park came in third, showing up in theawards for the first time (no doubt because of its new visitor cen-ter). These three distinctively American attractions dislodgedDisney World and Holland, Michigan’s Tulip Time Festival,which had dominated recent rankings.Top Theater honors went to Wisconsin’s Fireside Dinner

Theatre, which had placed No. 2 last year. Sight & Sound re-bounded to second place after not making last year’s list for thefirst time in a while. Newly recognized was Ford’s Theatre inWashington, which won Silver.Marriott, a perennial favorite, tied with Hampton for Silver

this year, relinquishing the Hotel Chain top spot it had enjoyedin recent years. Comfort Inn, which had never made the top 3,took home Platinum, while Hilton was right behind at Gold. InGaming Establishment, long-time favorites Harrah’s Las Vegasand Connecticut’s Mohegan Sun came in No. 1 and 2, followedby newcomer Pechanga of California.When it comes to Tour Operator, readers of Leisure Group

Travel for the fourth year in a row gave the Platinum and Goldto Collette Vacations and Globus, respectively. Diamond Toursreturned to its 2008 Silver slot (after being knocked out by TauckWorld Discovery last year). The Cruise Line competition alsosaw familiar players, but this time Princess was No. 1 and Hol-land America No. 3, a reversal of their rankings in 2008 and2009. Carnival placed second.Thanks to all who cast their ballots in the Reader’s Choice

Awards. For the first time, more of you voted online than mailedin cards. If you disagree with this year’s results, ensure your opin-ion is voiced in our 2011 Awards— voting starts next August.

You voted...and the results are in! Congratulations to our 2010 Reader’s Choice winners, selected by readers of Leisure Group Travel. Subscribers voted by mailing in their Reader Service Card or going online at leisuregrouptravel.com.%

READER ’SCH ICEREADER ’SCH ICE��

AwardsAwards

20102010

�

�

ATTRACTION

Mount Rushmore • PlatinumGrand Canyon • Gold

Gettysburg National Military Park • Silver

CASINO

Harrah’s Las Vegas • PlatinumMohegan Sun, CT • GoldPechanga, CA • Silver

CRUISE LINE

Princess • PlatinumCarnival • Gold

Holland America • Silver

DOMESTIC DESTINATION

Alaska • PlatinumBranson, MO • Gold

Pigeon Forge, TN • Silver

HOTEL CHAIN

Comfort Inn • PlatinumHilton • Gold

Hampton/Marriott (tie) • Silver

INTERNATIONAL DESTINATION

Ireland • PlatinumItaly • Gold

Switzerland • Silver

THEATER

Fireside Dinner Theatre • PlatinumSight & Sound • GoldFord’s Theatre • Silver

TOUR OPERATOR

Collette Vacations • PlatinumGlobus • Gold

Diamond Tours • Silver

* Air prices include fuel surcharges. Fuel surcharges are subject to change, at the discretions of the airlines. Prices do not include US and foreign government airport taxes and fees of up to $290, depending upon the package, including the September 11th Security Fee of $2.50 per US enplanement, up to $10 per round-trip; passenger facility charges of $4.50 per segment, up to $18 per round-trip; federal domestic segment fee of $3.70 per segment; travel facilities tax of $8 per direction; immigration fee of $7; customs user fee of $5.50; APHIS user fee of $5; and international transportation tax of $16.10 per arrival or departure.

Why Gate 1 is Your Best Resource for Group Travel:

Knowledgeable & friendly staff, experienced in handling all types of groupsCustomized air & land itineraries; deviations permittedCompetitive net air rates & land prices throughout the worldBulk airline tickets - no price printed on the ticketsKnowledge of handling all types of excess baggage Early booking of air space - as early as 11 months prior to departure24 hour emergency access

Gate 1 is your One Stop Group Shop!

BOOK YOUR GROUP WITH GATE 1 TRAVEL

Land From Air From

9 Day Central Thailand with River Kwai $429 $700*

13 Day Affordable Turkey $699 $558*

8 Day Affordable Egypt with 3 Day Nile Cruise $399 $852*

8 Day Rome, Florence & Venice by Rail $399 $556*

7 Day Affordable Greece $499 $642*

www.gate1travel.com

More of the World for Less

For more information, call 800-682-3333 option 3

or visit www.gate1travel.com/groups

LeisureGroupTravel.com December 2010 9

There’s an ancient Chinese proverb

that states, “May you live in inter-

esting times.” As we approach 2011

and forecast our industry’s outlook, the

phrase is telling. There’s never been

a more interesting time to be in the

motorcoach, tourism and group travel

business.

Challenges are out there, and reviv-

ing leisure group travel is a formidable

one. But these interesting times are

full of opportunities. Consider these

signs of the times as we get ready for

the new year and Marketplace 2011 in

Philadelphia from Jan. 8-12.

The economy remains uncertain.

Yet the mode shift toward bus travel

continues, as modern, luxurious motor-

coaches are increasingly being seen as

an antidote to travel annoyances the

public now expects from planes, trains

and automobile congestion. Taking the

plane, train or the car is about “are we

there yet?”

But getting there should be part of

the fun, especially with the customiza-

tion choices so many bus and group

tour operators now offer within

the template of the group travel

experience.

Combine that with our ability

in 200-400 mile trips – distances

too far to drive, too short to fly –

to be competitive with air, rail

and auto travel on time, cost,

convenience and passenger

amenities, and motorcoach

travel becomes the top choice

for many groups.

Leisure travelers understand the

value, from a peace-of-mind perspec-

tive, of arriving at their destination

refreshed, rather than looking for lost

luggage or exhausted from driving

through white-knuckle gridlock. They

understand intuitively that they can

jump on the bus and be entertained

rather than detained – and do so with

others having similar interests.

Because of the still-shaky economy,

more Americans are traveling closer to

home for vacations, as well as looking

for value, creating another great oppor-

tunity from those who can’t take a

cruise or a European vacation.

It’s critical to remind these travelers

that discretionary leisure travel hasn’t

been cancelled in North America. We

already provide more trips than the

domestic airlines most years. It isn’t too

much of a stretch to reach out to travel-

ers wary of other modes and say to

them, “Take a bus and see our wonder-

ful continent, from Baja to Branson to

British Columbia. Book the new leisure

trip sensation. See, rather than fly over,

North America, and enjoy stopping and

touring at its wonderful historic land-

marks and iconic destinations.”

In 2011, we’ll mark the sesquicen-

tennial of the beginning of the Civil War.

There are countless commemorations,

re-enactments, historical tours and

monuments attesting to the milestone

that the Civil War represented in secur-

ing freedom for all. And in those an-

niversary events, we’ll have the chance

to revisit perhaps the most important

turning point in American history.

2011 will also be a year of political

change, and the outcome of the mid-

term elections will clearly have an im-

pact on the motorcoach tourism and

group travel industries. We need to ed-

ucate incoming members of Congress

on how motorcoach travel is a part of

any transportation solution. ABA’s

Foundation studies show that all 435

U.S. House districts and all 50 states

benefit from bus tour groups infusing

leisure travel dollars into destinations.

We are living in very interesting

times, as the proverb said. And if we do

things right, these times may be ones

of tremendous opportunities for all.

The 2011 Outlook for theMotorcoach, Tour & TravelIndustry


By Peter Pantuso, CTIS

President & CEO, American Bus Association

advertorial

Cruising down the road by motorcoach

is the carefree way to see America.

Tour passengers enjoy more amenities

and comforts than ever before.

SATURDAY, JAN. 8, 4:30 p.m.

OPERATOR-TO-OPERATOR BUSINESS SESSIONSPONSORED BY BEST WESTERN INTERNATIONAL

Sell your tour packages.

Charter your coach to other operators.

Meet operators in areas where you need assistance.

Share best practices with your colleagues.

Build business relationships with other operators.

WHY ABA’S MARKETPLACE IS CRITICAL TO YOUR BUSINESS: One-on-one appointment sessions with travel industry professionals who want your business.

Unlimited networking opportunities with people who can help your business grow.

Professional education seminars designed to help you succeed in business.

SATURDAY & SUNDAYOPERATOR FOCUSED EDUCATION SEMINARS

Managing Without Interference and the

Employee Free Choice Act - Presented by Ober-

mayer, Rebmann, Maxwell, & Hippel LLP

Harassment Recognition and Prevention in the

Workplace - Presented by Obermayer, Rebmann,

Maxwell, & Hippel LLP

Deskside Assistance - Presented by ABA’s

Government Affairs Department

View the education schedule at www.buses.org/marketplace.

“Being an ABA Tour Operator member keeps me informed of trends and issues that affect my travel partners and how their issues effect my operations and clients. Membership in ABA allows me to develop new products and relationships with those suppliers who strictly attend Marketplace.”

-Bryan Cole, President Super Holiday Tours, ABA Tour Operator Member

HELPING BUS AND TOUR OPERATORS GO FURTHERABA is the only industry organization that connects motorcoach and tour

operators with people who can help you grow your business – the

destinations and suppliers that cater to the group tour market, and the

product and service suppliers you want to see.JANUARY 8-12, 2011

SATURDAY & SUNDAY

ABA’S PRODUCT PAVILION OFFERS: Face-to-face time with the industry’s

major bus manufacturers and dealers.

Opportunities to meet with premier

Tire, Finance, Insurance companies and other ven-

dors who will save you money.

Access to ABA’s Government Affairs staff to help

you with issues affecting your business.

EVERYTHINGUNDER ONE ROOF800-283-2877 | WWW.BUSES.ORG/MARKETPLACE

MUST ATTEND EVENTS:


Once a year, professionals in the youth, student and ed-ucational travel industry gather at the World Youth

and Student Travel Conference (WYSTC) to formulatepartnerships, strengthen business relationships and discoverthe latest youth trends both globally and regionally. Thisfall's event in Beijing revealed the behavior of youth andstudent travelers today, where they’re coming from, wherethey’re headed and what industry professionals can do toconnect with them and gain their business.

YOUTH AND STUDENTS TODAYThere are 1.7 billion people on Earth today who are 15-

30 years old. In an insightful seminar entitled Global YouthTrends, WYSTC speaker John Solomon discussed this im-portant consumer group in both the context of a radicallychanging global youth population and an emerging China.Solomon predicts that in a not-too-distant future, Chinese

YOUTHon student travel � jacqueline kassteen

&STUDENT T R AV E L TRENDSI N 2011

China looms as a hot destination for students,

many of whom will enroll in study abroad programs.

Photos Courtesy of © 2010 JUPITER IMAGES Corporation

The Country Music Hall of Fame® and Museum

Country Music Hall of Fame® and Museum is operated by the Country Music Foundation, Inc., a section 501(c)(3) non-profit educational organization chartered by the state of Tennessee in 1964.

UNIQUE GROUP TOUR PACKAGES AVAILABLE

800-852-6437 CountryMusicHallofFame.orgDowntown Nashville , Tennessee

Follow us on:

Don’t miss one of the most powerful exhibitions ever to be displayed at the museum, examining the personal lives of Hank Williams and Hank Williams Jr. and exploring the dynamics that inspired some of the most influential country music ever recorded. Your group will be inspired by this incredible story of love heartache and redemption.

FAMILY TRADITION: The Williams Family Legacy

Presented by

VISITExhibit Closes December 31, 2011

PigeonForgeTours.com

1 - 8 0 0 - 2 8 5 - 7 5 5 7

Where every visit creates lasting memories

Motorcoach travelers know that Pigeon Forge is the perfect place to make

memories. Could be because there’s so much to see and do here … shopping,

shows, Dollywood® or the majestic beauty of our Smoky Mountains. Or it could

be that warm welcome they receive, kind of like visiting an old friend. Whatever

the reason, they know that every visit creates memories that will last a lifetime.

youth will be trendsetters and influ-ence brand decisions globally.

Millennials are “the largest, mostdiverse, educated and influentialshoppers on the planet,” according toGen Buy. The more a brand fits intotheir lifestyle, the more inclined theyare to gain personal identificationwith that brand. This identity con-nection in turn means that youthtoday are extremely brand loyal.Once they find a product or servicethey like, they continue to come backto it. And for a generation born intothe social media era, they are natu-rally inclined to share their opinionswith their friends and family – nearlyevery minute of every day.

TOMORROW’S TRENDSSolomon predicts that we could

see this trend reversing. Young people

today are in a state of “hyper self-awareness” of their own emotions,thoughts, actions and desires, but intime that can become so exhaustingthat they will begin to limit the ex-tent of their openness and restricttheir social profiles to only their clos-est contacts. Quality will win out overquantity.

What does this mean for thoseof us whose customers are youthand students? Currently they can beyour biggest mouthpiece, easing thestrain on your marketing budget.But if their social circles shrink, sodoes your brand exposure; therefore,companies might also need to focusmore on the quality of their offerand rely less on simply reaching themasses.

Luckily, the youth market has ahigher lifetime value than other


on student travel �

A student trip to New York City is not

complete without a harbor cruise.

Come join us for a fun-filled experience of sandybeaches, endless shopping & dining, Broadway-style entertainment (Alabama Theatre & Carolina Opry) golf & more! For your next motor coach tour, the Fairfield Inn Myrtle Beach North is a perfect fit. We offer COMPLIMENTARY motor coach parking, a COMPLIMENTARY tour leader room, on board motorcoach greeting, welcome reception, COMPLIMENTARYbreakfast and porterage at the best available rate. A perfect location for value conscious travelers. Reserve your tour group today! Please call 843-361-8000 or email the Sales Department [email protected], or visit our website at www.marriott.com/myrfn

Situated only moments to the historic district, the beautiful & unique "round" Holiday Inn Charleston Riverview captures the spirit of Charleston and invites you to enjoy the spectacular views of the cityscape and the Ashley River.As our special guest, we offer express check-in and check-out, COMPLIMENTARY on-site motor coach parking, porterageservice & COMPLIMENTARY shuttle service to & from the Historic District of Charleston as well as the SC Aquarium &Ft. Sumter Tours. Enjoy the amazing & beautiful panoramicview of the city of Charleston & the Ashley River atop thehotel from our full-service Harbor View Restaurant & Lounge.Reserve your tour group today! Please call 843-460-1440 or email Brandy Olson at [email protected], or visitour website at www.hiriverview.com

Looking for the perfect place to stay with plenty to offer yourguests, all within walking distance of the hotel? Look no furtherthan the Harbor Front Hampton Inn & Suites in downtown Fernandina Beach! As our special guest, we offer express check-in and check-out, parking for your motor coach, baggagehandling, a welcome reception and COMPLIMENTARY welcomebags. Your guests will enjoy a COMPLIMENTARY full hotbreakfast in our Café while taking in the beautiful views of thehistoric Fernandina Harbor. We have over 50 restaurants,shops and attractions within walking distance from the hotelmaking us the perfect destination spot for your tour!Reserve your tour group today! Please call Celeste Christian at 904-491-4911, or visit our website at www.hamptoninnandsuitesameliaisland.com

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travel sectors - today’s backpackers andstudents are tomorrow’s honeymoon,family, business and leisure travelers, aswell as foreign employees in local indus-tries. Plus, not only do they return todestinations they like, they also continueto travel to more destinations, furtherenriching and unifying the industry.

At a value of approximately US$136 billion per year, the youth travelindustry commands great power and isset for growth. Solomon highlightedanother trend he nicknamed the PeterPan Syndrome, meaning that today’syouth want to stay younger, longer.Students are now prone to defer life’sbig decisions and are increasingly turn-ing to gap years, especially with strongunemployment figures intimidatingthem. For the global youth travel in-dustry, this means even more revenuepotential.

W Y S E T R AV E L C O N F E D E R AT I O NThe WYSE Travel Confederation (wysetc.org), which is endorsed by theUNWTO and UNESCO, is a not-for-profit membership association that supportsthe global youth travel industry and creates new opportunities for youth andstudent travelers worldwide. It consists of various niche associations such as:

• International Student Identity Card Association (ISIC)• STUDY WYSE Association• Safe Travel Accommodation for Youth Association (STAY WYSE)• International Association for Student Insurance Services (IASIS)• WYSE Work Abroad Association• International Au Pair Association (IAPA)

The Confederation’s annual event, the World Youth & Student Travel Conference, connects the manysectors and organizations in this niche market.Bringing these industries together provides a singularopportunity to pursue innovative partnerships, develop marketing and distribution channels, andtap into new markets. WYSTC will take place in Europe in September 2011. Event photos, seminarvideos, industry and event news can be found at http://wire.wystc.org.


Navy Pier is Chicago’s top-visited, year-round attraction, featuring restaurants, rides, shops,

dining cruises, free entertainment and so much more!


Tour planners interested in expanding their student travel offer-ings—or jumping into the student market for the first time—

will find a gold mine of practical tips in the 2011 edition of StudentTravel Planning Guide. A comprehensive resource for planningstudent/youth trips, the 36-page guide is published by PremierTourism Marketing, parent company of Leisure Group Travel.

Randy Mink, managing editor of Student Travel PlanningGuide, said, “Teachers, travel agents and other tour planners willfind the handy guide a welcome addition to their arsenal of re-sources. There is nothing like it out there.”

Written by educators, the second annual edition of StudentTravel Planning Guide provides how-to advice on planning and executing successful youth trips. Directory listings pinpoint attractions, tour companies and destinations eager for studenttravel business. Sections include:

STUDENT TRAVEL PLANNING GUIDE PROVIDES VALUABLELESSONS

Setting a Trip-Planning Timeline

Working with Tour Providers

Choosing a Tour Hotel

Student Discipline

Choosing Chaperones

Group Travel Insurance

Post-Trip Activities

ONLINE RESOURCES

I n addition to Student Travel Planning Guide, Premier TourismMarketing offers InSite on Student Travel, both a website and

monthly e-newsletter. The website, with listings and links tothousands of student/youth-friendly destinations and businesses,is designed to be the premier research tool for the market. The e-newsletter takes its cue from InSite on Leisure Group Travel,offering news, destination reports and practical tips. To obtain a copy of Student Travel Planning Guide or subscribe to the e-newsletter, visit insite.studenttraveldirectory.com.

��


STUDENT ORIGIN MARKETS –WHERE DOES IT ALL BEGIN?

China and India are the main sourcecountries for the US $17 billion over-seas student industry, which employs125,000 people and funds 25 per-cent of university teaching. Researchshows that 645,000 Chinese stu-dents will be studying abroad by2025, a staggering 84 percent in-crease from 2007.

Young Chinese today take an ac-tive interest in other cultures andyearn to travel and study abroad.They place a premium on Westerneducation, and with a market thesize of China, the potential is lucra-tive. By 2015 there will be 500 mil-lion people under the age of 30 inChina, roughly the population ofthe European Union. And with cur-rent figures showing 256 millionyouth online in China, it’s no secrethow to reach them.

In the next five to ten years, thepowerhouses of China and India willbe joined by a number of emergingsource markets such as Brazil, Chile,Bolivia, Peru, the Czech Republic,Vietnam, Pakistan, Russia, Georgia andCentral Asian states such as Kyrgyzstanand Tajikistan.

WHERE ARE YOUTH GOING?Once again, China takes the crown

and is pegged to be the world’s No. 1tourist destination by 2015. By next yearalone, the total China travel market (in-bound and outbound) is forecasted at$65 billion, and by then over 20 percentof it will be online. (Source: PhoCusWright – Emerging Online TravelMarketplace).

The study abroad industry is a key component: China plans to attract500,000 international students in 2020,including 150,000 in universities. QiuXiaoping from the Beijing Municipal

Commission of Education also delivereda speech during WYSTC’s opening ses-sion, encouraging further cooperation ineducation and culture communication.“The Chinese government is more open

to international academic communica-tion programs as increasing numbers ofoverseas students are coming to study inChina,” Qiu said.

Meanwhile, “countries like Chile,Colombia, the Czech Republic, Roma-nia and Saudi Arabia are becomingmore integrated in global trade andcould begin to attract students,” statedAngel Calderon of Australia’s RMITUniversity in his recent paper “Emerg-ing Countries for Student Recruitmentin Tertiary Education.”

Youth travelers are continually hailedas pioneers and trend-setters, forgingnew tourism frontiers and opening upnew markets through their adventurousspirit and desire for new experiences. Byappealing to this market, places like

Beirut, Nairobi and Cape Town are be-coming the new destinations of choice.

Perhaps then it was no coincidencethat a new hop-on, hop-off travel com-pany, Falafel Travel Corp., was launched

at WYSTC by Australian Frank Scerri.The company will begin operation ofits backpacker bus across Jordan, Israeland Egypt in March 2011. “People aregenuinely excited about this product,but the biggest question I have had isabout security in the region,” he said.“These countries are very safe places totravel, and the people are extremelyfriendly.”

WHAT REALLY MATTERS?Solomon told the WYSTC audience

that this generation is not one of creatorsbut one of sharers. Youth today are oftenconsidered to be lazy or spoiled sincetechnology has created things for them;they are used to getting whatever theywant or need at any time or place. He

Industry leaders recently gathered in Beijing to discuss youth travel issues.



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cited a trend coined “now-stalgia,” clari-fying that rather than looking ahead towards a brighter future, they are look-ing backwards and revitalizing old fash-ions, movies, songs and video games.Therefore, companies must provide thetools for them to have new experiences.Furthermore, with youth’s addiction tosocial media and sharing quick updatesor moments, businesses not only need tocreate new moments for them but alsofacilitate the subsequent sharing of thoseexperiences.

“But don’t just sell experiences, sellmeaningful experiences,” WYSTCkeynote speaker Daniel Levine of TheAvant-Guide Institute urged. Levinehighlighted the global financial melt-down as the key reason for a sudden cultural change: “a social earthquake.”He showed that travel opportunities thatreflect the desire for education, learningand personal experience are becomingincreasingly popular.

Solomon echoed this in stressing thatyouth are leading the trends towardsself-improvement, eco-awareness, socialresponsibility, community involvementand volunteering. Millennials are partic-ularly attracted to travel offerings thatmove beyond the mainstream and provide value-driven, conscientious ex-periences.

The message from this year’sWYSTC was loud and clear:

• Travel products and services need tobe unique and of high-quality

• Your company must create new,enriching experiences for youth and students

• Give your customers the tools andopportunities to engage with you andwith your potential customers

• If China isn’t already part of yourbusiness plan, then find the right part-ners and get into this market now LGT

Jacqueline Kassteen is the communications and

marketing officer of WYSE Travel Confederation


NEW YORK CITY Student groups can fly over the

Statue of Liberty, ride the Cyclone rollercoaster and experience other New YorkCity landmarks at NY SKYRIDE, thevirtual tour simulator attraction on thesecond floor of the Empire State Build-ing. Its latest add-on package, for groupsof up to 80, is a meal plan ($6 a person)at Rosa’s Pizza, inside the city’s tallestskyscraper.

NY SKYRIDE, an entertaining intro-duction to America’s largest city, offersfree, downloadable school curriculums(certified by the State of New York forgrades 6-12) and walking tours. In thevirtual tour, the city comes to life viaspecially designed seats and a platformthat move in sync to a two-story-tallHD screen. The narrator is actor KevinBacon. Groups can combine SKYRIDEwith Fast Track admission to the EmpireState Building Observatory, reducingwait time by 75 percent. The comboplan for student groups is $26 a person.Many groups, though, just do theSKYRIDE ($12), according to ReneeWilson, assistant director of business development. (212-299-4904,skyride.com)

CAST IN WAXStudent groups at Madame Tussauds

Washington D.C. can add an educa-tional seminar or scavenger hunt to theirvisit. Current seminars are available intwo subjects: art history and marketingand public relations pertaining to thetourism industry. Scavenger hunts areoffered in short (20-25 questions) andlong (40-50 questions) formats.

Madame Tussauds has a mini-educa-tional curriculum guide and poster fea-turing the 44 U.S. Presidents. The guide,developed in accordance with the U.S.Department of National Social StudiesStandards and National Council for theSocial Civil Rights Movement Studies

Standards, is designed to empower edu-cators with the tools they need to deliverlessons in areas such as history, politicalscience, social studies and media beforeand after visiting the wax museum. ThePresidents Gallery, one of the museum’sspecial features, will have life-sized waxfigures of all 44 U.S. presidents fromGeorge Washington to Barack Obama.

The gallery is expected to be completeby February.

Madame Tussauds offers an array ofbuffet dinner options in conjunctionwith an evening group visit. Popularchoices include pasta bars, pizza partiesand hot sub sandwich bars. Catering isprovided by La Prima Catering. (888-923-0334, madametussauds.com)

Attractions across America offer student groups educational components as well as fun Newsstudent travel

LeisureGroupTravel.com

Call 866 868-7774 (866 Tours SI)TTY: 202 633-8850

or visit www.si.edu/group_tours

on Demand!

UNDER THE SEAThe National Aquarium, a student

travel hotspot in Baltimore, offersschool groups a variety of tours andprograms, including scientific investiga-tions and animal presentations. Topicsrange from sharks and Australian ani-mals to coral reef ecosystems. There’seven a squid dissection lab. The Chesa-peake Bay Explorations program letsstudents test water samples and measureoysters to draw conclusions about thehealth of the bay. For advanced highschool biology students, a behind-the-scenes tour emphasizes water chemistry,animal care, exhibit maintenance andaquarium careers. All programs support the Maryland

Volunteer State Curriculum in Science.Teacher booklets are available to provideclassroom activities that prepare studentsfor the program and discussion after thevisit. Groups may pre-order box lunches,dine in one of the Aquarium’s cafes oreat in the waterfront park. Besides exhibits, Aquarium highlights

include a dolphin show and the 4-DImmersion Theater, which combines 3-D film with sensory effects such asmist, wind, snow, bubbles, steam, legticklers and seat vibrations. (410-576-3833, aqua.org/teachers)

TOP OF CHICAGOSkydeck Chicago, the 103rd-floor

observation deck atop the 110-storyWillis Tower, offers new educationaltools for student groups, including a 37-page guide, The Hows, Whats and Wows of Willis Tower—A Guide forTeachers. On a clear day, four states—Illinois, Indiana, Wisconsin andMichigan—are visible from the nation’stallest building (formerly Sears Tower).A scavenger hunt encourages students tocheck off sights like the Lincoln ParkZoo, Buckingham Fountain, Navy Pierand O’Hare Airport. Students especially

like The Ledge, a glass balcony experi-ence that extends 4.3 feet from outsidethe building, giving them a clear view1,353 feet straight down. Free bus park-ing is available for groups with reserva-tions. (312-875-9447, theskydeck.com)

TROPICAL FUNWhite Water, the water fun park in

Branson, Mo., unveils Aloha River atHula Hula Bay in May 2011. The park’snewest area will provide a setting of lushPolynesian jungles reminiscent of theSouth Pacific. Floating riders maneuver-ing through the calm waters will meetwith unexpected twists and turns, waterfeatures, fountains, misters and geysers.The 800-plus-foot river will be thepark’s longest ride. New seating areas

Daring students brave The Ledge

at Willis Tower's Skydeck Chicago.

Newsstudent travel

LeisureGroupTravel.com

and cabanas are being added. Favorite rides at White Waterinclude the seven-story Kalani Towers for speed racing,Tropical Twister and Bermuda Triangle. (800-417-7770, silverdollarcity.com)

PARK AFTER DARKStudents can wake up to giraffes, zebras and hippos on

sleepover programs offered by Busch Gardens Tampa Bay.Included are special animal encounters, hands-on educationalactivities, a pizza dinner, continental breakfast and overnightaccommodations. Also available are two- or three-night campadventures with behind-the-scenes encounters. There’s alsotime to enjoy the theme park’s rides, shows and attractions.Busch Gardens Camps support the National Science Edu-cation Standards and Florida Sunshine State Standards. (877-248-2267, buschgardens.org)

NEW IN MYRTLE BEACHA WonderWorks attraction will open in March 2011

at Broadway at the Beach entertainment complex in MyrtleBeach, S.C. The first attraction of its kind in the Carolinas,it will feature more than 100 interactive exhibits. Wonder-Works will be located adjacent to Soar & Explore’s zip lineand ropes course, an attraction openedby WonderWorks management earlierthis year. It will appear as a four-story,classically-designed building that appearsto have landed upside down. Exhibits include the hurricane shack,

where guests will feel the effects ofwinds reaching 74 miles per hour; a bedof nails, where visitors will feel the sen-sation of 3,500 sharp nails; the Wonder-Wall, where people can create a 3-Dimpression of their bodies by pressingonto a wall made of 40,000 plastic pins;the XD Theater 4-D Extreme MotionRide, which uses special effects and full-motion seats to take guests along anamazing adventure that transcends time,space and imagination; and Shuttle Landers, where visitors can experiencethe challenge of landing the DiscoverySpace Shuttle.Other WonderWorks attractions are

in Orlando and Panama City Beach,Fla. and Pigeon Forge, Tenn. (wonder-worksonline.com) LGT

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GROUPS

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RESERVATION

industry forecast � cindy bertram

– INSIGHTS FOR GROUPS

CRUISE INDUSTRY FORECAST 2011

Six cruise line executives discuss the advantages of ocean vacations and their strategies for attracting group business

Despite the challenges that theeconomy has dealt to most areasof the travel industry, cruise in-dustry leaders remain optimistic

about continued growth and success inbringing groups to their ships.

Cindy Bertram from Leisure GroupTravel spoke with cruise industry exec-utives to get their input and ideas on

positives they are seeing as well as tipsand insights for group leaders.

Participating were Ron Gulaskey, di-rector, corporate sales and charters,Celebrity Cruises; Mike Julius, manag-ing director, U.S. sales, Carnival CruiseLines; Richard D. Meadows, CTC, ex-ecutive vice president, marketing, salesand guest programs, Holland America

Line; Richard Sasso, president andCEO, MSC Cruises; Janice Tully,CTIE, senior vice president, sales, Uni-world Boutique River Cruise Collection;and Maurice Zarmati, president andCEO, Costa Cruises North America.

Cindy Bertram: What advicewould you like to provide to group organizers who are currently not


Port

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promoting cruise groups? Whyshould they consider organizing andpromoting cruise groups as opposedto land tours?

Ron Gulaskey: Group business is anabsolutely incredible revenue source forgroup leaders! Why focus on groupbusiness? It’s a way to increase yourclient base – new people you neverwould have found otherwise. It createsyour future business pipeline, and it isefficient selling because specific policiesand amenities are very organized for thegroup planner.

Mike Julius: If someone in thegroup has never sailed before, it’s im-portant for the group leader to “set thestage” – do they want the prime rib orlobster or both? Our staff is trained todeal with groups, and there is an ease ofpulling all the components together –from transportation and accommoda-tions to destinations, meals and enter-tainment. This is where cruises excel.

Richard Meadows: For consumers,cruising provides the top vacation valuetoday particularly relative to land-basedtravel and fluctuating currencies. Forexample, in Europe, you can’t beat beingable to visit three to five cities and ex-perience different cultures for the valueof a cruise paid in U.S. dollars. Culinarygroups are one of the biggest trendsand, for Holland America Line, thetrend falls right into line with thestrengths of our premium brand. Allour ships have a multi-million-dollarshow kitchen at sea called the CulinaryArts Center presented by Food andWine magazine. Building a grouparound a local chef, with food demon-strations and interaction with both theguest chef and our own shipboardchefs, is a wonderful way to create aunique experience for guests. We offer aspecial Culinary Group package.

Richard Sasso: Cruise groups are theeasiest groups to control and manage.

leisureGrouptravel.com december 2010 23

Mike Julius RichaRd Meadows

RichaRd sasso Janice tully

MauRice ZaRMati Ron Gulaskey

CRUISE INDUSTRY PANEL

Holland America LineCarnival Cruise Lines

MSC Cruises Uniworld Boutique River Cruise Collection

Costa Cruises Celebrity Cruises

Most of the details of the group’s needsare already included in the cruise opera-tion, from meals, tours, services, atten-tion to details and special events toon-the-spot customer service. Cruisegroups are the foundation for returnbusiness year after year. Using thethemes offered by many lines, like ourBig Band and baseball cruises, provide agreat opportunity to direct and targetyour sales efforts to a specific audience.

Janice Tully: We provide a “one-stop” shopping experience for the grouporganizer. Our knowledgeable groupreservations agents can guide them tothe perfect river cruise; one phone callcan secure the entire group book-ing. Our attractive group discounts arecombinable with our brochure dis-counts (EBD, PIF and River HeritageClub discounts). Our onboard cruisemanagers take care of all of the shoreexcursions, so the group organizer canenjoy the trip without having toworry. All of the details are handledwith no packing and unpacking gettingfrom one place to another.

Maurice Zarmati: There is simply nobetter value for your clients than a groupprogram at sea. On a cruise, not only willaccommodations be included for yourclients, but they’ll have their dining,activities and entertainment covered aswell. Cruises also provide value for you,the planner, as there’s such a wide variety

of “already planned” activities onboard,complete with meeting space nearby.

How important is group cruise busi-ness to your cruise line? What percent-age actually makes up total sailings?

Gulaskey: Celebrity loves to havegroup business for many reasons andusually we limit group business to 25-30% of our sailings. This allows a nicemix of groups/FIT and nobody feelsexcluded or left out.

Julius: At Carnival, group businessis very important to us and we wanttrue affinity business.

Meadows: Cruise group business can represent up to half of the guests ona cruise departure, depending upon thespecific destination. A well planned andmarketed cruise group contributes to the success of the sell and will return repeat business later.

Sasso: MSC targets almost 50% ofour inventory to groups. We provide anattractive advanced rate with a host ofamenities to offer the best value to thegroup guest.

Zarmati: It’s very important to usand we pride ourselves on being groupleaders. The percentage fluctuatesbased on the time period, but overallis around 30%.

Bertram: Do you have one briefsuccess story or tip you’d like to shareon how to build a successful groupcruise in 2011?

Gulaskey: One travel partner thatreally has embraced growing groupbusiness has been Cruise Planners outof Coral Springs, Florida. They haveproactively teamed up with us this yearto offer many types of group trainingsfor their franchisees. They are trying tomake sure all their members knowabout the benefits of group cruises.

Julius: The key word is affinity. Themost successful groups are driven by theaffinity, and not the ship or the itiner-ary. These are people taking this cruisebecause they want to be with their fam-ilies, friends or people they share anaffinity with – this can also includebank travel clubs, collectors or hobby-ists, church groups, quilter groups.

Meadows: One of the best ways toget started is to get a copy of HollandAmerica Line’s free guide “DevelopingGroup Business.” For 2011, we’ve addedfive new items to our Group AmenitiesProgram. The GAP menu now features41 amenities, including the new HomeCity Air Credits. Guests purchasingHolland America Line Home City Airreceive a credit of $50 per person foreconomy-class tickets and a credit of$75 per person for business class. The

industry forecast �


Many Western Caribbean cruises depart from Tampa, a top Gulf Coast port.

Since 1990, the cruise industry has had an average annual passenger growth rateof 7.2% per year, according to CLIA

—Cruise Lines International Association

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credit is available for 2011 group book-ings of five staterooms or more.

Sasso: Start small and think big. Itonly takes a handful of group leaders toget the ball rolling. The priest, the bandleader or the disc jockey can be theheadline for the solicitation. Fundrais-ers are always successful and doingcruise nights promoting the departureis very useful. Once you get one checkfrom one guest the rest will follow. Al-ways be alert to what clubs and associ-ations are gathering in the area and tryto contact the key person.

Tully: Uniworld offers an EpicureanAdventure Program on selected depar-tures which has attracted many wine andculinary groups. We have family pro-grams on selected departures, great formulti-generational travel. You see quitea few grandparents taking their kids and teen grandchildren on our cruises.

Zarmati: If you’re involved in anaffinity-type community group, becomemore involved and build a group basedfrom the relationships within. Some ofour most successful groups are broughttogether by Armenian and Irish heritage,love of oldies music and even kosherlifestyles. People like to travel with like-minded individuals, and building a groupbased on this is a recipe for success.

Bertram: What cruise destinationsseem to be the most popular forgroups? On the flip side, what are goodcruise group destinations your line offers that would be good for group organizers to consider?

Gulaskey: The Caribbean continuesto be the leader in group cruises whetherit is for organizations looking to getaway to a warm climate in the middle ofwinter or a family reunion sailing in thesummer because the kids are out ofschool. I have to be honest – every regionof the world seems to host many groupcruises for us with many reasons. We always recommend that group organiz-ers work with their district sales managersto identify high-opportunity sailings.

Julius: At Carnival, we “own theCaribbean, Bahamas and Mexico,” so tospeak. Our seasonal destinations includeEurope and Bermuda, along with dif-ferent lengths of cruises. As a groupleader, you need to have choices and we

provide incredible ones. Start with thenumber of nights along with yourbudget and pocketbook. The best part?Our product delivers the same whetheryour group is on a 3- or 7-day cruise be-cause our ships provide outstanding en-tertainment and food, with consistencythroughout our fleet. Our goal is to get

more “cruise rookies” to sail with us, ex-perience the excitement and then cruisewith us again and again.

Meadows: Depending on the group,the most popular destination will vary.Alaska and Europe always seem to draw

attention from group planners. Thesetwo cruise destinations provide a greatvalue to vacationers and also offerunique opportunities to customize theexperience for group guests throughtours and the on-board experience.

Sasso: The Caribbean is always a strong market, romantic and warm

prime timeWith our rich 200-year history, Greenbrier County is a great location for your next tour. We

are home to America’s Resort, The Greenbrier, one of only four operational Carnegie Hall’s in

the world, West Virginia’s Offi cial Year-Round Professional Theatre, Greenbrier Valley Theatre,

and the city of Lewisburg, a West Virginia Certifi ed Arts Community. For complete details about

the area log onto greenbrierwv.com/groups for more information. To request a copy of our

Destination Planning Guide call 800-833-2068 or email [email protected].

LEWISBURG WHITE SULPHUR SPRINGS RONCEVERTE ALDERSON RAINELLE

In 2009 the industry occupancy rate—consistently over 100%—was 103.9% for member lines of CLIA



weather. Alaska can also be a great targetfor experienced cruisers. Of course theMED has the most history, culture andvariety. Wine, music, cooking and a hostof themes attract a crowd that showsmore interest in the exotic destinationslike Europe and the Mediterranean.

Tully: All of our itineraries are per-fect for groups. Our embarkation anddisembarkation ports have easy air ac-cess and our pre- and post-cruise hoteloptions are professionally organized,with transfers included to and from theship. The itinerary choice all depends

on what culture the group wants to experience, from Europe, Egypt, Russiaor China. Uniworld provides the “bestof the best” in river cruising.

Zarmati: We are the group leader inthe Mediterranean. We’ve been therefor over 60 years, we know the ports in-side and out, and we have numerousnew ships there based year-round. Somany groups have already “been there,done that” and are looking to try out anew destination. The Mediterranean isa unique option with surprising afford-ability.

Bertram: Today there is even moreprice sensitivity than ever before. Inthe past, it was more common for agroup organizer to book their cruisegroup at least 12 months out, butwith the current economy, the mind-set has been to “wait til the price goesdown.” This is a dilemma that grouporganizers are facing. What reassur-ance does your cruise line provide togroup organizers as far as the actualpricing?

Gulaskey: Celebrity Cruises is al-ways extremely fair with their travelpartners when it comes to pricing.Comparing group rates to FIT rates islike comparing apples to oranges.Groups get the existing FIT rates, butthey need to remember they also gettour conductors, group amenity points,first choice for staterooms and first as-signment of dining times, table types

industry forecast �

For 2010 the Caribbean and Bahamasrepresents the No. 1 destination with41.3% of capacity deployment.



and location in the dining room – nu-merous benefits right there alone.

Julius: When it comes to the ques-tion of price protection for all Carnivalguests, we have found “the silver bullet,”so to speak, with our “Early Saver” pro-gram. Launched two years ago, this pro-gram encourages our cruise guests tobook early, and it is the only rate codethat we protect. For cruises six days orlonger, the guest has to book at least fivemonths in advance of the sailing date.Although the “Early Saver” program isfor an individual cruise booking, if agroup leader blocks their group space ona particular ship and sailing date, theyhave the option of going back to indi-vidual reservations, having an “EarlySaver” rate booked for a stateroom, andthen get it transferred back into theirgroup allotment.

Tully: Uniworld is 100% trade ded-icated; we rely on our travel partners tosupport our product. Pricing integrity isessential to maintaining our businesspartnerships and customer satisfactionlevels. If a lower individual rate becomesavailable and the group organizer/travelagent has an existing group on this date,they can switch to the lower rate and stillearn the tour escorts and amenities (Eu-rope and Russia only.) In most cases theycan qualify for the group discount, whichwould give them the advantage overbooking through individual reservations.

Zarmati: This is something that alllines face and one that we take seriously.We understand the importance of pricesensitivity and do our best to protect thetravel agent partner and their clients inany situation they have. LGT

Obtain Cruise Industry

visitor guides and

itineraries – and

contact group-

friendly suppliers

directly – at

leisuregrouptravel.com/instant-info

Bring 12 and TWO travel FREE!

Call us at 1-800-438-7672 | goaheadtours.com/groups

EARN AN EXTRA $500 for your group

when you reserve by January 31.

Cindy Bertram has 15+ years of cruise expertise in

sales, marketing and training, with an MBA from

Loyola University Chicago. She can be contacted

at [email protected].

Y’all Come. It’s our mission statement, a warm invitation that promises friendship, personal comfort and safe haven for groups large and small.

In Natchez we have history, scenery, and a walkable downtown offering great cuisine, events, gaming, outdoor recreation, and breathtaking views of the Mississippi, without the traffic and hullabaloo of the big city - in short, a tour operator’s dream.

Easy access, affordability, charm, and the right mix of excite-ment and relaxation make the perfect recipe for successful tours. See for yourself. Plan for lovely, historic Natchez, and all the credit goes to you.


Tour groups cruising through theheart of Nebraska don’t have tostray far from the superhighway

to get a taste of early life on the prairie.In fact, one attraction actually bridgesInterstate 80.

Meandering 455 miles betweenOmaha and the Wyoming border, thistranscontinental corridor follows theroute taken by 19th century settlers incovered wagons as they trekked west-ward on the Oregon, California andMormon trails. Pony Express riders,stagecoaches, steam locomotives andautomobile drivers on the LincolnHighway (America’s first cross-countryroad) also followed the path, much ofit paralleling the Platte River.

In the same pioneering spirit,today’s travelers can blaze their owntrail across the Great Plains, sampling anumber of historical places a short hopfrom I-80 exits.

NEBRASKA’SFRONTIER TRAILS

JUST OFF INTERSTATE 80, GROUP-FRIENDLY ATTRACTIONS

on location: midwest � randy mink

Take a journey back in time at the Stuhr Museum of the Prairie Pioneer (left) and Great Platte River Road Archway.

A recreated 1880s street in Ogallala invites visions of the Wild West.

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Interstate 80 meets the Platte River at Grand Island, homeof the Stuhr Museum of the Prairie Pioneer, a 200-acre liv-ing history complex. In Railroad Town, a village of 60 histor-ical buildings, visitors explore shops, period homes and barnsamong townspeople demonstrating crafts and going abouttheir daily lives. One home is the birthplace of actor HenryFonda. See a multi-media presentation and exhibits aboutNebraska history in the Stuhr Building, designed by noted

architect Edward Durell Stone. American Indian and OldWest artifacts are displayed in Fonner Rotunda. The recon-structed Pawnee earth lodge offers a glimpse into Nebraska’sonly indigenous tribe.

Harold Warp’s Pioneer Village in Minden, southwest ofGrand Island and 12 miles south of I-80, houses one of theworld’s largest collections of Americana. With more than 50,000antiques in 26 buildings, the attraction was started in 1953 by


Stuhr Museum of the Prairie Pioneer in Grand Island is one of the Midwest's most celebrated living history museums.

Frontier days come into focus at the Stuhr Museum's hardware store and Fort Kearny State Historical Park.

BRING ALIVE THE STATE’S COLORFUL PIONEERING PAST

R E D I S C O V E R T H E ROAD TRIP I N N E B R A S K A .

I

Nebraska Department of Economic Development’s Travel and Tourism Division

888-444-1867, Dept. 1LGC

IN NEBRASKA, YOU CAN RECAPTURE THE MAGIC OF ROAD TRIPS PAST.With so many fun places to visit, it’s easy to let loose and relive the good times.

So what are you waiting for?

Warp, the youngest of 12 children ofNorwegian immigrants who grew up onthe Nebraska prairie. He made his for-tune as a plastics manufacturer.

Buildings at Pioneer Village includea sod house, log cabin, Pawnee earthlodge, 1872 railway depot, originalPony Express station and a generalstore stocked with 19th century mer-chandise. Craftspeople demonstrateweaving, spinning and broom making.A collection of 350 antique cars, 20 air-planes and 100 tractors also sweeps vis-itors back to yesteryear, and they can seeexamples of seven generations ofAmerican kitchens since the 1830s. Inthe town of Minden, groups might beable to catch a show at the newly reno-vated 1891 Minden Opera House.

Kearney (pronounced “CAR-nee”)is famous as the location of GreatPlatte River Road Archway, a monu-ment to America’s pioneering spirit andfreedom of mobility. A log bridge span-ning I-80, it offers an entry movie andinteractive exhibits about westward mi-gration—in wagon trains, stagecoaches,cars and trains. Visitors experience abuffalo stampede, a “prairie schooner”journey and a frontier fort. The LincolnHighway exhibit showcases a 1914Model T Ford and 1927 Oldsmobile.

Military history buffs like FortKearny State Historical Park, the siteof a frontier outpost on the OregonTrail that housed a Pony Express andstagecoach station. The recreated stock-ade has a sod blacksmith shop andpowder magazine. The park is a goodspot for viewing the sand hill crane mi-gration in March and early April.Gothenburg, west of Kearney on I-80,is the “Pony Express Capital of Ne-braska,” offering such attractions as the

Sod House Museum and an originalPony Express Station.

Visions of the Old West captivategroups at Buffalo Bill Ranch StateHistorical Park in North Platte. On 16acres of the original ranch of WilliamF. “Buffalo Bill” Cody, visitors can tourthe three-story Victorian home and abarn with faded promotional posters ofCody’s famous Wild West Show, whichbecame an international phenomenonin the late 1800s. The ranch was a rest-


TOUR OPTIONS ABOUND IN NEBRASKA TOWNS LIKE

Early forms of transportation are displayed at Harold Warp's Pioneer Village (left) and Cody Park Railroad Museum.

Scout's Rest Ranch in North Platte was the home of Buffalo Bill Cody.

on location: midwest �


ing place for many of the performersand animals. Check out the park’s smallherd of bison. Another 233 acres of theranch is a state recreation area with pic-nicking, camping and hiking.

Also in North Platte is GoldenSpike Tower and Visitor Center, aneight-story observation tower thatoverlooks Bailey Yard, the “world’slargest rail yard” and focal point of theUnion Pacific Railroad system. Railfans can peruse vintage equipment and

memorabilia at Cody Park RailroadMuseum, located in a park along theNorth Platte River, a site where BillCody staged his first rodeos. NorthPlatte Rail Fest, an annual event inSeptember, made the American BusAssociation’s Top 100 Events in NorthAmerica list for 2011. North Platte’sLincoln County Historical Museumhas artifacts that relate to NativeAmericans and early settlers, and itdocuments the legendary North Platte

Canteen, a World War II hospitalitycenter that served soldiers passingthrough town on the train. Fort CodyTrading Post, at the I-80/Highway 83interchange, bills itself as “Nebraska’slargest souvenir and Western gift store.

The Wild West lives on at FrontStreet and Cowboy Museum, a recre-ated 1880s street that recalls the rowdypast of Ogallala, a cowtown once nick-named the “Gomorrah of the Plains.”On summer nights after watching ashootout on the street, tourists moveindoors for the Crystal Palace Revue, aWestern stage show. The attraction alsohas a restaurant, bar and gift shop.Other sights in Ogallala include BootHill Cemetery, where many cowboyswere buried with their boots on, andMansion on the Hill, one of the finestexamples of Victorian architecture inNebraska.

For modern-day trailblazers in theCornhusker State, Western lore andgood old-fashioned nostalgia await—just off the exit. LGT

Obtain Nebraska

visitor guides

and itineraries –

and contact group-

friendly suppliers

directly – at

leisuregrouptravel.com/instant-info

The Stuhr Museum's one-room schoolhouse and Great Platte River Road Archway provide peeks into Nebraska's past.

GRAND ISLAND, MINDEN, KEARNEY AND NORTH PLATTE

Check out the Pawnee earth lodge at Stuhr Museum of the Prairie Pioneer.

on special events � sue arko

A Reason travelers visit

and Return to Destinations

Once two totally separate indus-tries, the special events industryand the travel industry are work-

ing more closely together than ever be-fore, leading to mutually successfulbusiness relationships, new and freshtour itineraries, and destination events(as opposed to local events) putting“heads in beds.” The American Bus As-sociation has realized this for the past28 years and annually votes on the Top100 Events in North America for touroperators. Similarly, Red Hot Celebra-tions is rapidly becoming the traveltrade’s event connection.

Special events are often the reasonfirst-time travelers select a destination.The economic impact of these first-timeguests traveling to destinations for nichecelebrations, fairs, festivals and anniver-sary commemorations can be felt foryears to come.

On the other hand, tour operatorswho have a loyal customer base needreasons for repeat guests to return to adestination. Their itineraries need to befresh and special events add novelty andexcitement to existing itineraries andpreviously-visited destinations.

Creating special events during slowtravel periods is another reason whydestinations and tour operators are aptto offer them. The Annual Winter


Destination

EvEnts

The International Balloon Fiesta,

a photographer's dream staged

in early October, highlights

Albuquerque's travel calendar.

Pasadena's dazzling Rose Parade ushers in the New Year.

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Albu

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Break in Primm, NV is conducted thesecond week of January each year. It is aslow time for the destination, and touroperators need revenue in January. Thusthe creation of this successful event –now in its ninth year.

Some popular events, such as theTournament of Roses Parade, KentuckyDerby, Super Bowl and AlbuquerqueBalloon Fiesta warrant a stand-alonepackage. These events are some of themost elite and recognized events in theworld, and are not for all groups becauseof budget concerns and availability oftickets. In addition to tickets, hotelavailability, price and deposit require-ments are also factors. For the inexperi-enced, large events are not always the

easiest to maneuver. So, for groups whohave always dreamed of attending aworld-class event, using an experiencedoperator can make or break their trip.

However, smaller events are perfectfor any tour operator to add to existingprograms. Or combining several eventscan link smaller communities using acommon theme. Take, for instance, aholiday vacation to Arizona. Almostevery community has activities takingplace in December, and by combiningseveral of the best, such as the LakeHavasu Boat Parade of Lights, RedRock Fantasy in Sedona, and ZooLights in Phoenix, a statewide, five-day

itinerary becomes attractive for tour op-erators to offer.

These smaller events have differentchallenges for operators. Lead time canbe an issue as schedules are not alwaysavailable 9-12 months in advance. Also,special events rely heavily on sponsor-ship dollars, so they may be subject tocancellation in today’s economic envi-ronment.

Experienced tour operators workingwith event promoters can offer added-value or behind-the-scenes componentsthat the average guest would not be ableto experience. Possibly a meet-and-greetwith the feature entertainer, a specialcooking demonstration, or a hands-onworkshop can be customized.

Local CVBs are great contacts whenconsidering adding special events totour itineraries. Dineene Bradley, vicepresident of tourism development forthe Louisville CVB, shares her experi-ences in the following interview:

Festivals and special events are be-coming an important part of most tourplanners’ itineraries. Why do youthink this has evolved?

DB: “Several years ago, we startednoticing an increased interest from touroperators in promoting special eventsand festivals in our city. Those who hadbeen to Louisville before knew it wasgreat place for groups. But to attract

repeat customers, they added a specialevent which allowed their guests to ex-perience Louisville in a new way.”

Your biggest event is the KentuckyDerby Festival. What opportunitiesare there for tour operators to planpackages around this event?

DB: “Louisville is the only city inthe world that can take a two-minutehorse race and turn it into a two-weekcelebration! The Festival starts offwith the largest fireworks show inNorth America called Thunder OverLouisville. Other Derby Festivalevents include an air show featuringmilitary aircraft demonstrations overthe Ohio River, the Great SteamboatRace featuring the Belle of Louisvilletaking on a new contender each yearand the Derby Festival Parade on theThursday evening prior to the Run forthe Roses - the Kentucky Derby. Alimited number of guests will be ableto attend the Derby itself. But theweeks preceding the Derby are equallyas festive.”

Are there any other motorcoachgroup-friendly events and festivals inyour region you’d like to tell us about?

DB: “My favorite time of year inLouisville is always the holiday seasonand with so many new events to offer,we are excited to have groups visit atthat time of year. For the 2010 holidayseason, KaLightoscope is coming to theU.S. for the first time at the Galt HouseHotel. The event includes a dazzlingdisplay of fabulous holiday luminaries,towering 16 to 30 feet high. At theDerby Dinner Playhouse guests canenjoy Plaid Tidings. The Frasier Inter-national History Museum is presentingO’Deadly Night and the famousLouisville Slugger Museum & Fac-tory is offering Merry Christmas, Char-lie Brown.”

Destinations around the world offera multitude of events throughout theyear. Plan a trip based on your group’sfavorite flavor. LGT


The Boat Parade of Lights brightens the season in Lake Havasu City, Arizona.

Lake

Hav

asu

City

CVB

on marketing � dave bodle

I MIGHT BE OLD SCHOOL, but I still believe in the “Four P’s of Mar-keting” —Product, Price, Promotionand Place. In 2011 we’ll do our best to share some insights into each of the“P’s” and how you can use them to better market your business. I’m excitedto share some of my experiences withyou and hope you’ll do the same withme. Here’s a look at some topics we’llbe exploring:

New business is the lifeline ofevery business. About 100 years agowhen I was a young account executivein a mid-size advertising agency, mymentor shared a sound piece of advice.We were basking in the joy of a sizeablepiece of new business when he told me,“Today, you’re one day closer to losingthis account. You should probablybegin thinking how you’ll replace thelost business.”

It was only after I matured and became more business savvy that I fullyunderstood what he meant. He wasn’tputting down my account managementskills. He was simply stating a fact.Today’s professional tour planner isfaced with a host of challenges in main-taining and replacing business. Lookfor an upcoming issue to read aboutsome thoughts in constructing a newbusiness plan that fits your business.

Where does new media fit into themix? I’ll be the first to admit that mostnew media (and some not so new) haspassed right over me. Frankly, with allthe old media trying to re-invent them-selves to look like new media there’sonly one thing I know for sure—thereare entirely too many media choices

available. Much of the traditionalmedia still has its place and probablyalways will. Watch for a column thathighlights traditional media and thentakes the plunge into a look at the newmedia. Hopefully, we discover how itall fits together.

How much do you really knowabout your customer? The old adage“treat customers as you would like tobe treated” needs some tweaking. Let’stry “treat customers how they’d like tobe treated.” That brings us to the obvi-ous question. How well do we really

know our customers? Without the an-swer we’re going to waste considerabletime and money.

A dear friend, Mikie Wall of Wilm-ington Cape Fear Coast CVB (NC),once shared a statement that I’ve usedhundreds of times. She told me, “Tour& travel is a high-touch, not high-techindustry.” With that as our guide we’lllook at what we need to know, why weneed to know it and how we go aboutbetter knowing our customer.

I’ve about had my fill of branding.While in college I wrote a thesis abouta fairly new term in the retail industry,“Differential Advantage.” At the risk ofoversimplification the term implieswhat sets retail stores apart from oneanother.

Merchandise, price, presentation andeven floor coverings all contribute to astore’s differential advantage. My taskwas to explore if the term related to non-retail businesses. Although the details es-cape me, a relatively logical argumentwas presented proving the obvious.

Today, the hot button is brandingand we do not have a shortfall of experts in the field to help your businessdiscover its inner self. Although I’llprobably avoid “branding,” we will takea look at how we position ourselves inthe marketplace.

So, just where are we going with thiscolumn? As revealed in the openingparagraph, it’s a pretty safe bet this column will give considerable emphasisto marketing’s four “P’s.” Sometimes inour day-to-day business experiences wewaiver from what we know. It’s my hopethat for a few minutes in each issue I’ll be able to keep you on target andprovide some ideas you can bring tothe table that very same day.

Focusing on the 4 P’s in 2011

Professional tour planners need to reallyknow their customers because tourism isa high-touch, not a high-tech industry

Dave Bodle is a 25-year veteran of the group

travel industry, having served as publisher of the

Carolina Explorer, Virginia Explorer and Ten-

nessee Trails group travel publications. Dave will

be sharing his knowledge and insight with read-

ers on the pages of Leisure Group Travel in 2011.

In addition to a regular marketing column, Dave

will also head up Leisure Group Travel's southern

region editorial coverage. Contact Dave at 843-

712-1140 or email [email protected].


on technology � john kamm, ctp

THE FUTURE HAS A way of creep-ing up on us, like the double habaneroburrito that seemed like a good idea at 3 a.m. All of a sudden it’s there, demanding urgent attention. There areseveral technologies worth your atten-tion, and while the action is not bur-rito urgent, your business may be ableto benefit by understanding what theyoffer.

The future of computing is clear: it will be in the clouds, or more accu-rately, THE Internet cloud. Utilizingthe cloud requires a shift in our thoughtprocess and enables dramatic changesin our computer usage.

The cloud provides applications andservices, instead of the pictures/textcontent of most of the half billion active web sites. We use services likeeBay, Amazon, Google and FaceBookto shop, shop, search and snoop.

A critical aspect of the cloud is that the physical relationship betweenus, our digital stuff and computer hardware can no longer be defined in simple terms like “office,” “home,” or“laptop.” If yours is like most compa-nies, all the data you require to runyour company is located on the com-puters in your office; your employeeswork in your office and, except for out-side sales people and tour managers, if

they are outside of the office they arenot working.

The cloud makes that model obso-lete. Its resources make it possible foryour sales and marketing data to residesomewhere in a dedicated applicationlike Constant Contact or SalesForce,your email on some other remote server,your mapping to come from GoogleMaps. In fact, all of your data files andapplications may be served from acloud server rented from Amazon or

Google. Because of the advances in network bandwidth and reliability, employees can access the resources theyneed to perform their jobs from almostany location.

When I call my daughter at school, I “know” where she is when she answers,she is with her cell phone. Really, Idon’t have a clue where she might be –unless I activate the GPS chip func-tionality of her phone, but that’s anotherstory. The point is, are you ready tomake this leap with all of the digital assets of your company? The technologyto make this shift is relatively inexpensive

and readily available; the hard part isgetting your head around the possibili-ties and letting go.

If you do rent space from a server-farm, it will likely be on a virtual server.Think of this as the computer versionof Joanne Woodward in The Three Facesof Eve. Multiple machine “images” runsimultaneously on a single computer. A software layer called a hypervisorruns on the host machine, doing for aserver what the cubicle does for office

space. There are excellent reasons toutilize virtual machines on your officenetwork as well – separating your dataserver from your web server or creatingvirtual workstations for remote-accessemployees.

Aaron Smith, author of a recent Pewtechnology study, found that 96% ofadults 18-29 years old have cell phones.Six in ten seniors have cell phones. Whydo we have them? Because they providea desirable, reliable service. How canthey provide that service? Through thecloud. We have already proclaimed ourtrust in the cloud with the highest formof affirmation we have – our wallets.

Into the Cloud

Today’s forecast: The future of computingwill be in the Internet cloud

John Kamm is a tourism industry veteran, former

tour operator and developer of software. He

founded TourTech Systems, Inc. in 1996, to de-

velop and support TourTools®, a software solution

providing comprehensive automation for more

than 240 packaged tour companies and tourism

organizations throughout North America and Aus-

tralia. Visit www.tourtools.com or call TourTech

Systems at 1-740-439-0738 for more information.

Become a fan of ours on Facebook

and we’ll keep you informed of the

latest news in the industry by sending

you Facebook updates when news breaks. Simply search for “Group

Travel” and look for the Premier Tourism Marketing logo! Leisure Group

Travel is also joining the Twitter craze. Go to Twitter.com/LeisureGroup

to get the latest “tweets” from the Leisure Group Travel staff.


camera shy.

Leisure Group Travel December 2010

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Transcript of Leisure Group Travel December 2010