Getting into groups

Have a natural niche and plan efficiently, advisor says

Travel industry educator Stuart Lloyd Cohen is walking the walk these days.

Cohen has spent years educating travel advisors on selling groups, and now he is also organizing groups of his own. A certified ADHD life coach, he has started building group trips under the company name ADHD Travel Retreats. The marriage of his two skill sets — travel and bringing together those with attention-deficit/hyperactivity disorder — is something he said has been “life-changing” for some retreat participants.

And that, Cohen said, is the key to any successful group. 

“It’s really got to be something that’s part of your passion, something you personally are interested in or you’re already participating in,” he said. “It’s a niche that comes naturally. It’s a natural niche.”

One of the biggest mistakes Cohen sees agents make when attempting to organize groups is picking a theme they suspect will be popular or profitable. Choosing a niche based on personal experience, he said, not only engenders trust in potential travelers but comes off as less of a sales pitch. And it often gives advisors access to a base group to which they can sell.

Once a theme is set, Cohen said, advisors should start marketing — but not leading with price, which he said often causes a potential traveler to make a judgment call based on cost. Instead, he said, advisors should talk about the value of the group. After building interest, he added, “have a proper launch” that includes pricing. 

“You get people lined up outside your door and then you open up for sale,” Cohen said. 

Communication should begin immediately after a purchase is made, he said, assuring the traveler that the seller is “easy to do business with.” 

Cohen also offered suggestions on ways to manage groups. To keep from having to answer too many individual questions, he recommends advisors collect questions and answer them during group calls (after first quickly acknowledging that a question was received and saying when it will be discussed). Cohen also suggests creating a “living document” with all questions asked and answered.

“It’s about efficiency,” he said. “Groups can break your back. They don’t have to if you manage it efficiently.”

Cohen recommended advisors travel with the group to act as the on-site planner, especially if it’s a more complicated trip with many moving parts. The cost of their travel and time should be worked into the overall price of the trip. 

While in a destination, he said, “your role as advisor is to anticipate everything.” It’s also the perfect time to begin marketing the trip again if it’s going to be a regular group. The farewell dinner, for example, is a great time to say, “How would you like to do this again?”

—Jamie Biesiada

A good tour operator can help advisors overcome logistic hurdles

In March, Avanti Destinations launched a website to help travel advisors find and create custom group trips.

One section of the site, Boost Your Business, gives advisors strategies for finding group clients and initiating partnerships. The Explore area showcases 10 prebuilt itineraries focused on affinity travel, which Ricarda Haeger, Avanti’s director of group sales and operations, said “serve as valuable inspiration or starting points for advisors to craft their own unique proposal to specific groups.” 

And in the Testimonials section, advisors — with their name and agency listed — share their experiences successfully building group trips with Avanti, where 10 or more travelers make up a group.

The new site is part of what Haeger called Avanti’s mission “to help advisors sell.” 

“Don’t try to be everything to everyone,” she added, suggesting that advisors research and identify a niche they are passionate about and understand well. She cited food, wine, medieval history, religion and sports as examples, noting that golf does exceptionally well. 

To tap those groups, advisors should build relationships with organizations, clubs or businesses focused on their chosen niche, Haeger said. 

“This could involve attending industry events, contacting local clubs and collaborating with libraries, schools, museums or religious congregations,” she said. “Senior living communities often have travel clubs.”

Haeger also suggested enlisting a pied piper who can market an itinerary in exchange for something in return, such as $50 for each booking they bring in. 

As advisors build groups, she said, it’s important to pay attention to the needs of the group’s size and makeup when creating the itinerary.

For example, choosing hotels with a lobby big enough for the group to gather, enough elevators for them to move quickly and space for a motorcoach to park in front. Guides should be carefully selected, she said. For example, for multigenerational family groups, it is important that the guide is good with children.

Using an established tour operator like Avanti is helpful for travel advisors who are starting out, as they have the experience with the properties and operators on the ground. That also helps with planning excursions for the group.

Avanti will arrange activities, such as a private yacht or sailboat charter, dining at a Michelin-starred restaurant, the opportunity to do volunteer work or renting private event space at museums.

She added that advisors new to working with so many clients on one booking should be ready for their varied personalities and preferences.

“It can be challenging,” she said. “You need to develop strong communication skills, learn to be patient and adaptable, pay attention to individual travelers’ details and prioritize exceptional customer service to ensure a smooth and memorable group travel experience.”

Finally, Haeger said that post-trip follow-up is important and “key to helping you get repeat business from each group.”

“Check and make sure your clients had an amazing experience, and see whether they are interested in joining you for another group trip. Or maybe they would like to book their personal travel with you,” she said.

—Johanna Jainchill

Tap into hotels’ group-friendly amenities that deliver on personalization

With group demand on the upswing, savvy hotels are finding ways to lean into that business and make the segment a bigger slice of their revenue pie. 

The Londoner, a 350-room luxury hotel in London’s West End, has seen a roughly 5% year-on-year increase in both group demand and spend, said director of sales Nico Fournier, who called groups “a big focus” for the property. 

The Londoner generally categorizes groups as a booking of 10 rooms or more. Corporate and incentive groups as well as leisure and social events, such as weddings and bar/bat mitzvahs, are all part of the group mix. 

According to Fournier, today’s groups are seeking more than comfortable guestrooms and a single, nondescript event space: They are increasingly looking for more unique and immersive ways to gather. 

“People are looking for experiences,” he said. “And they’re prepared to pay more for those experiences, as well.”

To meet this demand, the Londoner has curated group offerings that run the gamut from customized wellness programs, such as boot camp or yoga sessions, to whiskey tastings and culinary experiences, including “dine-arounds” that utilize multiple venues within the property. Fournier said the Londoner’s six food and beverage outlets, including a rooftop with panoramic city views, boost its appeal for groups.

Creative experiences are front and center at the Cedar Lakes Estate in Port Jervis, N.Y. 

The 500-acre resort with 36 cottage, cabin and suite accommodations caters exclusively to private group bookings during spring, summer and fall, with company retreats, family reunions and multiday weddings forming a substantial share of that business.

“We’ve noticed that group travelers are investing more to maximize their time and experiences together,” said Cedar Lakes co-owner Lisa Karvellas. 

To tap into this trend, the resort offers group experiences known as “layer-ons.” Popular examples include a Dad Jokes, Chocolate and Whiskey class with the property’s production manager and a Stitch and B!tch cross-stitching course led by the Cedar Lakes Estate’s human resources manager.

“Layer-ons are not only thoughtful, fun and educational, but they also allow our staff to showcase their unique skills and passions,” Karvellas said. 

A focus on offering memorable group experiences extends to larger hotel brands, which are also seeing not just more groups but a higher investment in their stays. 

“Groups are definitely spending more compared to previous years,” said Doug Carrillo, chief marketing officer of Virgin Hotels Collection, which said 2024 is on track to achieve a record for group business. 

“My advice for hotels looking to expand their group travel business is to prioritize flexibility and personalization,” he said. “Today’s groups value tailored experiences that cater to their specific needs and preferences.”

—Christina Jelski