Heritage Clubs International: Pioneering Exceptional Travel Experiences for Community Bank Customers

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 committed to offering exceptional travel experiences for their bank club members. Headquartered in Smithfield, Rhode Island, the organization now encompasses more than 200 community banks across 33 U.S. states. Collectively, these banks serve more than 400,000 customers and coordinate a robust schedule of travel activities, including 1,000 regional and day trips annually.

HCI has a variety of partnerships who value the services the company provides and help HCI run smoothly. Leisure Group Travel interviewed three of these partners and learned what makes the bank travel program thrive.

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Amber Thomas, Certified Bank Club Director

Central Bank Illinois, Geneseo, Illinois

Biography: Amber Thomas has been a HCI Bank Club member for more than 13 years. She is currently an advisor on the HCI Board along with her duties as a Certified Bank Club Director for Central Bank Illinois.

“I am thankful to (have walked) into a successful bank club that was going strong for over 20 years. We are now at 33 years,” Thomas said. “I trained for three days a week for six months. During this training period, I also was blessed to travel with my predecessor on a ‘coach tour’ to D.C. as a traveler so I could watch and learn. The month I took over the club, I found myself at the HCI Peer Group Conference and soon realized that this is where I’d find my ‘travel family.’

“The opportunity to be on the Advisory Board has given me great room to be creative and see that I have good ideas and the confidence to voice those ideas. The backbone and structure of HCI has reinforced my ability to be a good bank club director. This is how I got to be where I am today.”

Benefits of working with Heritage Clubs International: “HCI is an organization that works with Preferred Tour Operators. They do the vetting of these tour operators for the bank club directors so that they know these PTOs are reliable and trustworthy.

“HCI’s Preferred Tour Operators (PTOs) are set in place for bank club directors as we plan tours and the PTOs give experience and professionalism throughout the planning process. HCI equals family. Just like family, they take the time and make more effort due to the relationship that is created with the HCI partnerships. I believe, due to our HCI membership and attendance at the peer group conference, we nurture the relationships and bonds and this aids in the planning process.”

How Bank Clubs Deliver Exceptional Experiences

“Classic Club travel opportunities and events create a unique perk for bank customers,” Thomas said. “Our bank club gives special attention to our customers making them feel appreciated. Bank Clubs also give a sense of exclusivity to those who are members. We show appreciation and give a big ‘thank you for your patronage’ on every tour.

“As a Bank Club Director, I sometimes feel like I am on an island by myself,” Thomas said. “When I am networking with HCI partners and PTOs I feel as if my island has visitors. These relationships with HCI bankers, partners and Preferred Tour Operators have become very valuable to me. When I look for ideas and solutions for a question that no one else in my bank can answer, I know that the answer is an email or phone call away. When I am at a conference or an HCI board meeting, I feel comfortable with myself due to the acceptance and understanding that goes along with this wonderful group of people within the travel industry.

“The travel industry is filled with people who love to help others. The HCI board of advisors is created with the same kind of people. Our goal is to strengthen and teach our bank club directors in attendance to use tools (our partner’s and PTOs) to enhance their club’s success. HCI provides education that is structured for bank clubs along with one-on-one contact with travel partners, PTOs and peers. HCI is always there if you need support.”

Best practices: “My advice to other bank club directors is to have fun. The more fun you have, the more your customers will enjoy themselves on tour and at events. It is best to relish and soak up the destination as you escort tours. Be the example of a good traveler who delights in the adventure at all times.”

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Amy Evans, Certified Bank Club Director

Chair of the Heritage Clubs International Board of Directors

D.L. Evans Bank, Boise, Idaho

Biography: Amy Evans is an Idaho native living in Boise. She has been banking in the Treasure Valley since 1991 when she started her career with West One Bank. In 1998, Amy left West One and started at Syringa Bank as a personal banker and later as Assistant Vice President, Business Development Officer. In 2000, Amy accepted a position with DL Evans Bank. She served as a branch Operations Officer until 2005 and then accepted a position as Vice President Administrative Officer and became the Bank’s Corporate Security Officer. Today, her primary responsibility is bank security and fraud prevention. She also serves as a liaison to the bank’s corporate office located in Burley, Idaho, working with compliance, retail operations, training and human resources. Her favorite responsibility at the bank has been serving as the Premier Club Director for the Treasure Valley since its inception in 2002 until 2019. She was promoted to Bankwide Club Director in 2020.

Benefits of working with HCI: “Being affiliated with Heritage Clubs International has been instrumental to the success of our bank travel club,” Evans said. “Two weeks after the horrific events of 9/11, I flew with an associate to Iowa to learn how to form a bank club. Our bank had just moved into the busiest market in the state of Idaho and we were in need of capital. A bank consultant advised we check into offering bank travel as a way to tap into the perfect demographic for growing deposits. The training we received was paramount to the success of rolling out a club in our markets bank wide. Now, with 3,800 members strong, we continue to grow our club despite our balance sheet. It is a benefit to banking with D.L. Evans that no other bank in Idaho or Utah can offer.”

“Attending HCI’s Peer Group Conference is something I look forward to every year,” Evans added. “I love spending time with people who do what I do every day with regard to our club. It is such a unique position for a banker to have, so being able to spend a week with folks that understand your challenges and can bring valuable ideas to the table is incredibly rewarding. And I adore everyone associated with HCI, so it is like attending a family reunion. They are a great group of people who cheer you on and provide you with resources you cannot find anywhere else. The educational value is beyond measure.”

Daily goals: “I’m always working to protect our customer and the bank from losses due to fraud, especially our seniors who are particularly vulnerable to online fraud and romance scams. When I’m doing work related to the Premier Club, my goal is to enrich the lives of our club members. I never dreamed I’d have the relationships I have today as a result of our travel club.”

Best practices: “Find your passion and go for it. Use your resources wisely and don’t be afraid to admit when you need help or are overwhelmed. And be as transparent as you can reasonably be with your employees and customers. They will respect you more when you are open, can explain things so they understand what is going on, and they will see that you have their best interest at heart.”

Jim Coggin

Virginia Beach Convention & Visitors Bureau

Biography: Jim Coggin has been in the tourism industry for 30-plus years. He started his hospitality career at The Cavalier Hotel in Virginia Beach. From there, Jim worked for various hotels in the Washington, D.C. area as well as Norfolk, Virginia. He also worked as Director of Sales for the Portsmouth VA CVB. He came full circle back to Virginia Beach in 2009, joining the Virginia Beach CVB where he currently serves as the Tourism Sales Manager. Jim joined HCI in 2019 and attended his first Peer Group Conference in Independence, OH in 2020.

Benefits of working with Heritage Clubs International: “It’s really a no-brainer,” Coggin said. “If you are looking at ways to increase your Bank Travel business, HCI is the organization for you. We’ve been a member (with HCI) since 2019, and it’s been a great relationship.

“The reason for joining HCI was clear. We were looking for an organization that was devoted to the bank travel industry. HCI filled that void. Working with one of the PTOs, we had a bank club visit during COVID. It was a small group, but nevertheless, they came. Since joining HCI, we have had several bank clubs visit Virginia Beach and several on the books for future years. Attending the HCI Peer Group Conference gives you one-on-one time with the bankers. You can learn about their clubs and travel needs. HCI also provides educational opportunities to learn exactly why bank travel clubs exist and they provide opportunities that allow the bankers to also learn how CVBs work and what a great resource we can be for them. HCI bankers are very loyal and will do business with those that attend the Peer Group Conference.”

Why Bank Club members love Virginia Beach: “Bank groups tend to stay longer at a destination. They spend more money at a destination and they always look for hands-on immersive type of attractions and we have a lot of that here in Virginia Beach. It is a perfect fit for what bankers are looking for and what we are looking for.

“Virginia Beach is a great place to come to for the beach and we are known for our iconic boardwalk. What we try to say is Virginia Beach has lot more to offer than just the beach. We have culinary offerings, distilleries, attractions and hands-on interactive immersive events that are unique to the destination.”

Best practices: “You have to be involved by going to the Heritage Club Peer Groups Conference (the 2025 conference is Feb. 24-28, 2025, in Sioux City, Iowa). The bankers are very loyal, they do business with people that you know and going to the conference is the best way to be involved with the organization.”