Increasing Membership & Revenue Through Travel

1. Increasing Membership & Revenue Through Travel Jo Brownlie Director, OLLI of SVSU April 11, 2013

2. What I’ll Cover • Background on the SVSU OLLI travel program • Examples of the good, bad & ugly experiences • Some insights and tips • Travel partner options

3. The SVSU OLLI and Travel • Program started in 2001 - no trips • Currently 1,500+ members • Offered 250 classes and 29 trips in 2012-13 (no cancellations) • Of the 29 trips: one international; four overnight domestic; and 25 day trips

4. Our Travel Program is Growing but Stabilizing • 2009-13: 25 – 29 trips • 2007-09: 22–24 trips • 2005-07: 10 – 15 trips • 2002-05: 3 or 4 trips • 2001-02: 0 trips

5. Who Does What • SVSU model is “strong staff” • Travel Committee’s Role • Director’s Role • Marketing Coordinator’s Role • Use of Travel Partners

6. The Good • You can make Money! • Establish a break even point you feel comfortable with • We made over $50,000 on 27 trips in 2011-12 (after expenses)

7. More Good • You can build a sense of community with travel • Good way to draw in new members • Single members feel comfortable going alone • Many trips do exceed expectations! • Members are full of good ideas for trips

8. The Bad • Planning trips is time consuming • The devil is in the details • Make sure people know the “activity level” • Matching up room mates is tricky • Always count heads • Food can make or break a trip • Cancellation policies are tough to enforce

9. More Bad • Sometimes you must cancel • Minor accidents will happen – have a plan & emergency kit – and a nurse on board! • Some sites aren’t “bus friendly” • Members are full of good (and not so good) ideas • Make sure you understand the cancellation policies – especially hotels • You can waste a whole day on the Internet!

10. The Ugly • Two feet of snow • Emergency gall bladder surgery • 21 hour motorcoach ride • Guns! • Motorcoaches do break down

11. Our Day Trips • The vast majority include motorcoach transportation • About 2/3 are to a show • Good food is important! • Most are mainly social • Budget to break even at 30 • Most of our trips fill the bus and have waiting lists • Have created a sense of urgency

12. Day Trip Risks • Cancelling motorcoaches • Show ticket considerations • Restaurants • Coaches can break down • Double check every detail

13. How to Tackle International Travel • Be brave – do it yourself • Partner with another office at your school – alumni office, international programs, etc. • Partner with another LLI • Partner with another organization or company

14. Day Trip Examples • Museums: Arab American, DIA, GRAM, Holocaust, Native American • Plays: Broadway, other • House Walks • Art Fair, Bridge Walk, Eastern Market • Lilac Festival, Wine & Food Festival • Boat Cruises, Carriage Ride

15. The SVSU International Travel Model • We used to find a faculty trip leader & destination first – now just destination • Identify potential travel partners – ask for a quote if more than one • Price & market the program • Offer a pre-trip themed dinner and pre-trip class • Travel provider leads the trip, SVSU employee represents University • Conduct your own evaluation • Post trip meeting to share photos & memories • Post pictures on website and Facebook

16. Contractual Partnership Options • Non Profits: Road Scholar • Private companies: Grand Circle, Go Ahead Tours, Globus, etc

17. Road Scholar • They can provide many of their trips for just your members - charters • Your OLLI has the option to add transportation or not • Consider some customizing

18. Partnering with Private Companies • The possibilities are endless • Consider: Where to go for how long Exclusive to your members or not Your itinerary or theirs “*” Level Ratio of structured to free time Pricing and trip min/max And of course, much more • Some have FAM tours!

19. Tips When Partnering • Don’t assume anything • Talk to others who have used the company • Ask other LLIs who they are using • The least expensive isn’t always the best • We will ask for your input later!

20. We’ve Been To • Italy twice • Ireland twice • Vietnam • Costa Rica • England, Scotland and Wales • Canadian Rockies – August • French River Cruise - May

21. And Domestically • Historic Trains of California • Southern Coastal • Washington D.C. • New York City • Southwest National Parks • New Orleans • San Antonio

22. Other tips • Almost everything is negotiable • Food is important! • Communicate the details • Count heads • Have a leader and co-leader • Take lots of pictures and show them at large gatherings

23. More tips • Differentiate yourself from the competition • Get creative • Don’t be afraid to copy a little – but kick it up • Try not to cancel trips – even if you have to lose a little • Clarify tipping expectations

24. Even more tips • Don’t over pack the day • Ask for suggestions from your contacts • Do some purely social trips • Smile - and don’t let them see you sweat! • We will ask for your tips later

25. Marketing – Filling Seats • Your best marketing is a reputation for offering reasonably priced quality trips • You may not have to spend a lot of money on advertising – you have “members” the competition doesn’t

26. Our Marketing Strategy • Day trips - listed in our catalog and then promoted in newsletters • Long term trips – four page, full color brochure which we design • Reproduce trip brochures in B & W in our newsletter • Drop hints about upcoming trips to build excitement

27. Recent Travel Survey Results • Europe destinations most popular • River boating is big • National parks have strong interest • 71% very likely to travel with us again and were 27% somewhat likely • No one was somewhat or not likely and one person was unsure!

28. Finally: Boomer Traveler Trends • Smaller groups • Hands-on, experiential learning and behind the scenes access • Accomodations and meals “on theme” where feasible • Plenty of free time, including meals on your own • Active programs • Shorter programs with accessible pricing

29. Discussion Question #1 • Describe your most successful or unique trip.

30. Discussion Question #2 • Describe a successful partnership. (It could be with one or more other lifelong learning program or a corporate travel partner.)

31. Discussion Question #3 • Share any tips of advice that others may benefit from.

32. Discussion Question #4 • OK – time to share the “ugly”