- Heather Egan
- Director of Leisure & International Sales
- Grapevine, Texas
- grapevinetexasusa.com
LGT: What is the biggest change you’ve seen in the way people plan and experience group travel, and what do you think travelers expect that they didn’t 20 years ago?
I feel like the way people plan and experience group travel is constantly evolving. Here in Grapevine, we’re always looking for unique experiences, packaging opportunities, and new ways to work with tour operators to create reasons for them to visit or include Grapevine in their itineraries.
When I first started in the industry, tour itineraries tended to be very detailed and structured. Today, I see much more flexibility. There’s often an opportunity to add experiences or make changes much closer to the tour date than there was 20 years ago.
The pace of the industry has also changed dramatically. Tour operators are being pulled in so many different directions, and it can be difficult for them to focus on one itinerary or destination at a time. So, whatever we can do to make the process smoother, easier, and less stressful for the operator, we try to do.
As for what travelers expect, I think there has been a real shift away from simply checking tourist attractions off a list. Travelers today seem to be looking for meaningful experiences and memories they can take home with them.
Discover more ideas for your next group itinerary in Leisure Group Travel.
LGT: You’ve worked in several different sides of the industry, from media to CVBs to sales. How has seeing the industry from those different perspectives changed the way you approach selling a destination today?
I think the biggest lesson I’ve learned throughout my career is to never approach what I do as simply “sales.” Whether I’m promoting my destination from the CVB side or working on the media side to help a CVB promote its destination, I’ve always looked at it as understanding what someone needs and determining how I can help fulfill that need.
Not every destination or program is going to be the right fit for every tour operator, and that’s okay. If what I’m offering isn’t what they’re looking for right now, I don’t consider that lost business. It simply means it isn’t the right fit at this particular time. You never know when circumstances will change and what I have to offer will become exactly what they’re looking for. My job is to make sure they know I’m here when that time comes.
That approach has allowed me to focus less on making a sale and more on building genuine, long-term relationships. And in this industry, those relationships are invaluable.
LGT: What advice would you give to someone entering the tourism industry today that you wish someone had given you when you started?
The biggest piece of advice I would give someone entering the tourism industry today is: it’s not a competition. We all have something unique to offer tour groups, and I think the best things happen when we work together to promote our destinations and create stronger experiences for the traveler. Rarely is a tour group coming to just one destination. It makes sense for us to partner with other destinations to create itineraries and programs that work for the tour operator, and ultimately, provide a better experience for the traveler.
If a tour chooses to stay in Dallas, I don’t look at that as losing business to Dallas. They’re still coming to Texas, and I want to find a way for them to include Grapevine in their itinerary and experience what we have to offer. And while building relationships with tour operators is important, I would encourage anyone entering this industry to build relationships with everyone they meet-buyers, suppliers, tourism partners, hotel partners, attractions, and fellow destination professionals. Don’t just build a network; build friendships.
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