Peer Group 2026 Builds Momentum for Travel Club Leaders Across the Country Heritage Clubs International expands education, business connections, and leadershipdevelopment in Virginia Beach
Heritage Clubs International continues to sharpen its focus on education, connection, and real-world value for Group Travel Club Directors, and its flagship Peer Group event is poised to reflect that evolution in a big way in 2026.
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Peer Group 2026 will take place February 23–27in Virginia Beach, Virginia, with a pre-conference FAM tour running February 20–23 through Richmond, Norfolk, and Virginia Beach. The annual gathering brings together Bank Travel Club Directors and Independent Group Leaders, alongside a growing roster of vetted industry partners for education, relationship-building, and direct business development, hallmarks that have defined Peer Group since its inception.
One of the most anticipated enhancements this year is the expanded Business Appointment Marketplace. With two full mornings dedicated to structured, one-on-one meetings, participating partners are guaranteed face time with every buyer attending the conference. The marketplace has long been a cornerstone of Peer Group’s value proposition, and its expansion reflects both rising attendance and increased partner engagement.
“Heritage Clubs is an education-first, membership-driven association built around highly qualified group leaders,” said Andy Ziegler, Vice President.“ While there are many opportunities to engage with the HCI community throughout the year, Peer Group is where that mission comes to life, giving club directors and partners the network, tools, and real-world takeaways they need to grow stronger programs and deliver a better experience for their travelers.”
Beyond appointments, Peer Group 2026 will feature curated preferred tour operator showcases, destination immersion, and programming designed to strengthen the travel club model itself. A central theme this year challenges club directors to think beyond trips and itineraries and toward what Heritage Clubs International calls “Customer Experience Clubs.” Sessions will focus on building year-round engagement, designing intentional customer journeys, and creating loyalty that extends well past the travel opportunities their clubs provide.
Building stronger teams
Education remains at the core of the event, highlighted by keynote speaker Craig A. Johnston, director of Workforce Development, Training, and Advocacy for the Alabama Mountain Lakes Tourist Association. With more than 30 years of experience in leadership development and workforce training, Johnston will address how organizations can build stronger teams through intentional training, execution, and accountability, turning knowledge into measurable results.
New for 2026 is the launch of the Leadership Spotlight series, a set of concise, high-impact interviews with leaders from across the travel and group industries. Among the featured voices is Dan Sullivan of Collette, who will share insights and leadership lessons drawn from his career and long-standing industry involvement.
Peer Group also serves as a reflection of Heritage Clubs International’s broader mission. A membership-driven association of highly qualified group leaders, HCI continues to position itself as an education-first organization. In 2026, that commitment expands through new resources, programming, and an increasingly diverse membership base.
One of the most significant developments this year is HCI’s expansion to include Qualified Independent Group Leaders. The response has been immediate and energizing, reinforcing the organization’s goal of uniting and elevating group leaders through collaboration, shared learning, and community.
Michael Ziegler, HCI President, said, “The momentum behind Heritage Clubs has been incredible.” We’re expanding intentionally, investing in education and building a community that supports leaders year-round, not just during conference week. Peer Group 2026 will be our strongest program yet, and we are excited to see us grow into new areas of opportunity in the years to come.”
Peer Group 2027
Looking ahead, Heritage Clubs International has already set its sights on the future, announcing Branson, Missouri, as the host destination for Peer Group 2027. With planning underway and participation continuing to grow, the organization sees Peer Group as both a reflection of how far it has come and a blueprint for where it is headed.
Since 1980, Heritage Clubs International has established itself as the leading bank travel club organization in North America.
HCI has evolved into a prominent network of community banks and independent group leaders committed to offering exceptional travel experiences for their club members. Headquartered in Smithfield, Rhode Island, the organization now encompasses more than 200 community banks and dozens of qualified independent group leaders across 33 U.S. states. Collectively, these clubs serve more than 400,000 customers and coordinate a robust schedule of travel activities, including thousands of international, regional, and day trips annually. With HCI expanding its membership, in 2026 beyond bank travel for the first time since its inception. Anticipates seven years of stronger growth and expansion in the years to come, and is excited for even more announcements in the near future.
Explore the February issue and subscribe for more group travel insights.
