SALEM, Ohio — The group travel industry has discovered that marketing to a diverse set of traveling groups is paying rewards in increased booking in 2017.
A recent survey conducted of more than 500 travel groups attending targeted affinity travel conferences reported a 7 percent uptick in travel, compared with the travel industry in general.
“We have seen an increase in the total number of travel clubs and organizations, especially affinity groups where people already have a common thread,” said Teresa Burton of The Group Travel Family. The Group Travel Family is the nation’s leading organization focusing on affinity group travel and counts 25,000 travel clubs in its network of seven trade associations.
The survey conducted on-site at seven conferences in 2016 points to a growing population of boomers and church clubs and an African-American market that is enjoying group travel at a rate twice that of the population as a whole. The latter is of special interest to destination marketing organizations, hotels, attractions and restaurants because it indicates a strong growth potential for bookings.
To receive a complimentary copy of the Diversity in Group Travel Report, send an email to tburton@grouptravelfamily.com.
