Whitepapers

Where Will Groups Go Next? Let Goway Be Your Guide.
We tapped into Goway Travel’s global expertise to curate 10 of the most inspiring group itineraries for 2026–2027. From South African safaris and Greek island escapes to cultural immersions in Ghana and culinary tours of Brazil, this whitepaper highlights destinations that are trending—and ready to book.

• Cut through the noise — explore experiences that today’s travelers are actively seeking: personalization, cultural depth, and wow-worthy moments.
• Steal the itinerary — gain instant access to sample trips built for group success, with tips from Goway’s destination experts along the way.
• Future-proof your planning — discover how to satisfy increasingly diverse group interests with flexible, expert-crafted travel ideas across five continents.

The 10 itineraries featured are samplings of what Goway can do in Africa, Asia, Australia, Europe and South America. As a bonus, if any of these destinations are booked by January 31, 2026, Goway will include a free local cultural experience.

How has group travel changed—and what should planners do about it?
We interviewed three generations of leadership at Collette, one of the industry’s most respected tour operators, to uncover the shifts that have shaped the group travel market. From postwar motorcoach trips to small-group cultural immersions, this whitepaper traces the industry’s evolution and distills key lessons for today’s planners.

• Cut through the chaos — understand how shifting traveler expectations, new technologies, and global disruption have redefined what group travelers want.
• Steal the strategy — get firsthand insights on building loyalty, adapting to market change, and designing experiences that resonate with modern groups.
• Future-proof your business — learn how top operators are balancing tradition and innovation to meet demand for personalization, immersion, and quality at scale.

What constitutes a great itinerary? We talked to tour operators and asked them what they looked for when considering new destinations. We researched market trends in the “niche” travel group sector. We took stock of sample itineraries and poured our findings into a must-have whitepaper for any CVB, Crafting Unforgettable Itineraries.

• Cut through the noise — learn how themed, passion‑driven itineraries grab attention in a world of 5,000+ daily brand messages and instantly set your destination apart.
• Steal the blueprint — get a concise checklist of must‑have elements (from story‑driven routes to partner collaborations and group‑friendly stops) that turn “just another schedule” into a revenue‑ready experience.
• Make your itineraries work harder — unlock proven SEO and social media hacks that repurpose a single PDF into traffic‑boosting web articles, sharable videos, and high‑converting CTAs.

Once the darling of the group travel industry, the bank travel club sector has gone through significant change and consolidation over the last decade. While some prognosticators predict a turn-around in the bank travel market once interest rates return to normalcy, a lot of travel suppliers are wondering how bank travel clubs fit into their marketing.

• Attract tomorrow’s travelers — discover how savvy clubs are re‑branding “travel clubs” as fresh “programs,” tapping social media, and tweaking the age threshold to draw guests younger than 55 while still delighting loyal members.
• Win more bank business — see the eight supplier perks (from wow‑factor lobby videos to flexible deposit deadlines and 24‑hour contacts) that club directors say instantly move your proposal to the top of the pile.
• Pack your buses with suspense — borrow proven “mystery trip” tricks like secret itineraries, off‑beat venues, and a money‑back guarantee if nothing feels new, and watch sign‑ups soar.

Search Google for SMERF tourism and more than 25,000 results appear – the overwhelming majority addressing the meetings sector. While packaged group tours are often ignored when addressing SMERFS, this White Paper is about finding opportunities for packaged group travel in these traditional membership organizations.

• Unearth overlooked revenue — see how SMERF niches—from garden clubs to veterans’ reunions—hide prime packaged‑travel demand that fills shoulder seasons and sparks fresh itineraries.
• Capitalize on the latest shifts — learn the five post‑recession trends (boutique authenticity, second‑tier city appeal, hotel‑rate insulation, sports spin‑offs, and more) now reshaping SMERF bookings and pricing power.
• Plug‑and‑play group blueprint — grab a four‑step playbook—identify a club’s mission, craft a themed itinerary, layer in a charitable “wow,” then launch targeted marketing—to turn fraternal, civic, or social groups into repeat travelers.