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

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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 speaker bruce 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 factor1
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
Buying Motivations


You earned it

Consistent value

Generational appeal

The Seven “F”s

First Class







Sales & Marketing Issues
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

What Today’s Travelers Want
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 tours rather 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 industry ways 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

Working with the Group Tour IndustryWays You Benefit
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 notharm you.
receptive operators your 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


Fax 781-828-4319

E-mail Beckham@aol.Com