Embracing Trends and Opportunities in the Growing Group Travel Market
By Shirley Rourke
The post-pandemic travel boom has transformed the industry. One of the greatest benefits has been the rise in group travel, which is arguably the most profitable travel style right now. But the market is constantly evolving.
At Goway GroupsOnly, our foundation of tailor-made service has allowed us to continually navigate this ever-shifting landscape. As tailor-made travel experts, we are adaptable by nature. We anticipate the needs of our clients and listen to their feedback, which gives us a wellspring of insight to draw upon when there’s uncertainty ahead.
An essential way to ensure success in group travel planning is to qualify your clients. Ask the right questions. Forego shallow inquiries. At Goway GroupsOnly, we focus on qualifying our clients to truly understand what they need, which often helps us predict their wants before they even ask. It keeps us informed and one step ahead.
Staying informed about group trends
We also need to be informed about group trends. The tricky thing is that the notion of a typical group is constantly evolving. You could even argue that there is no such thing as a typical group anymore. People want to set trends instead of following them.
Groups are also no longer about older folks traveling in a coach, but rather an exciting travel space for people of all ages. Group travelers are more adventurous and seeking to share their passions with friends and enjoy more authentic experiences. Multi-generational travel continues to grow, as does the desire to celebrate with others in destinations as diverse as South Africa, Dubia, Thailand, Australia, Colombia, or Italy.
We’ve also noticed the emergence of wellness travel. We are seeing wellness groups that want to incorporate holistic health practices and broader experiences that truly tap into the individual interests and beliefs of the group. We’re seeing groups incorporate forest bathing, gentle hiking, and time connecting with local communities and giving back.
Wellness growing in popularity
It’s likely that wellness is going to continue to grow (some estimates suggest the wellness market share will double by 2030), but the definition of wellness will grow as well. That’s why it’s so critical to understand the specific interests of your clients.
It’s also likely that many technologies will continue to develop to increase efficiency. For instance, there are obvious advantages to using AI to predict market trends, collate feedback, and streamline in-house processes. However, AI will not be able to replicate the lived experience and expertise of group travel planners, so don’t let new technology distract from the importance of personal relationships, experiences, and the tailor-made approach to travel.
I’ve worked at Goway for 25 years and counting. During this time, I’ve been lucky enough to learn under Bruce Hodge, Goway’s Founder & President, who has demonstrated a progressive vision for travel and constantly worked to improve his company and support his team. His mentorship has imparted a lot of valuable lessons on travel, life, and business.
Under Bruce Hodge, I’ve learned that the key to future success, no matter what trend is dominating the group travel industry, is to listen to your clients, hire the right people, continually upskill and train your team, motivate your team members, celebrate your wins, and enjoy the journey. Tap into the wellspring of authentic experiences available to group travellers in the current moment. Asking the right questions and listening carefully to the answers will serve you well, no matter what may come.
Bio
Shirley Rourke is a passionate travel industry veteran and avid traveler with over 30 years of experience specializing in long-haul travel. Having worked across various sectors of the industry— including education, groups, inbound, retail, and wholesale—Shirley found her true professional home at Goway, where she has been a dedicated member of the team for the past 25 years.
Throughout her tenure at Goway, Shirley has played a key role in the company’s growth, overseeing and managing divisions that expanded the company’s offerings in Asia, Africa, Latin America, and Europe. Currently, as Vice President of GroupsOnly, she is leading the division to new heights, continuing to shape the future of group travel with her expertise and commitment to excellence.
