How is social media changing the tour business? How are you and your members leveraging social media tools in order to engage travelers?
Dale: We strongly advocate that our members use the various social media channels, because it’s all about building relationships in real time. So while a customer might be on one of our experiences someplace in the world, they’re tweeting about it. You need to be watching and monitoring and engaging with them while they’re on that experience.
It’s really about making sure that you’re engaged with your customer base and communicating with them as they travel with you. We see our members doing that more and more, and it builds that bond you need for repeat customers. So while they’re posting pictures on Instagram, it’s someone who can become a loyal member of your company. If you’re not doing it, you’re missing out, because your competitors are doing it.
Pantuso: I see a lot more on Facebook. As I go through my Facebook feed, there are always travel-related things popping up, and there seems to be more and more of that.
Everybody is using it. We’re all trying to master it. Most of us have a long way to go, but the reality is that it’s a part of what we’re doing right now. It may not be where you get the business, but it sure augments the other things you’re doing.
On the bus side, we have a challenge right now with a driver shortage. Many bus companies that I talk to tell me that they are turning to social media to recruit people.
Assante: Students are continuing to use things like Periscope and Snapchat. And we have seen an increase in the use of fun apps or other engagement tools while students are traveling. Museum Hack is a great example — they sort of hack into a museum and create a tour that is based on fun and gossip, going into facts that you would never hear on a museum tour. They’re using the app to engage with students and adults, and more museums are embracing that and supplying content for these types of apps.
Students are looking for new ways to create stories about their trips, and tour operators are doing more on social media to tell their stories. They are bringing on more digital communications managers to help them do a better job.
Inman: We have some members who are writing the book on social media these days and others who are still learning. Wolfe Adventures and Tours highlights their sightseeing tours and their involvement in industry leadership on social media. The Group Tour Company highlighted their participation on a panel showing industry involvement and professional expertise. And Main Street Experience showcased their involvement in Travel Exchange 2016 and used a video to capture the experience.
At NTA, we’re doing a lot more with digital marketing these days. We have increased our social media from an association standpoint. It’s just imperative.
What are some of the best new ideas in tourism right now, and where are they coming from?
Assante: What’s interesting in the student market is the emphasis on authentic tours. In New York City, for example, Brooklyn is rising as a destination. Eric Gordon with Beyond Times Square has done a fabulous job in introducing new places to visit, and now Brooklyn is creating its own buzz.
I’m seeing more food tours, even for students. They grew up watching food channels on television, so they enjoy unique experiences where they can create food, get involved and tell a story.
If you go to Branson, they have done a complete turnaround in their look, feel and appeal. They are moving from a traditional, older leisure market to create a brand that really appeals to younger millennials.
Inman: The best ideas in tourism come on two days: today and tomorrow. It’s important to offer the best product and services that people want now, but it’s equally important to predict what people will want tomorrow. Our tour operators have become really innovative and creative when they collaborate and work together.
Increasingly, they’re coming up with unique ideas and experiences, not just the same itinerary that says what you’ll do at eight, nine and 10 o’clock. They’re letting different people on the tour experience different things.
Dale: The whole trend of location-based technology, where you arrive at a destination and on your mobile device you can access what’s open as an attraction, the historical significance of it and why you should visit it — the way that destinations, hotel companies and our members are starting to integrate it into the customer experience is a very exciting trend.
We always have a knowledgeable group leader on a trip. But when there’s free time on the itinerary, these apps can enhance the entire travel experience. This technology that is out there is only going to expand. When you look at the Pokémon Go phenomenon, that concept can translate and enhance an experience in the travel industry. To me that’s where we’re going to see a lot of dramatic changes.
What economic and cultural factors are influencing the way that consumers shop for travel today, and what should tour operators and group leaders be doing to address those issues?
Pantuso: Consumers are continually looking for choices and options in their travel planning, and that has changed the way that so many companies do business. Everybody seeing the same shows, eating the same meal and staying in the same place is not what the traveler of today wants. Tour operators need to build choice and options into their trips.
I had a tour operator tell me that they used to have everyone stay at the same hotel, but now they give them a choice of hotels. Some people might want to be at a four-star hotel on the beach, and others want to be at a two-star hotel a few blocks away. Some people don’t want to do any of the tour activities — they want to go to the beach every day. Some people want to shop, and some people want to go to different shows, so they drop off at different locations. He said it’s a lot more work to build those itineraries, but the reality is that people are much more satisfied, and they’re willing to pay a higher price for the same trip because they had more input in the final product.
Dale: The trend is clearly focused on mobile, certainly with the millennial generation. They shop on their mobile devices. So your website and everything you do needs to be mobile friendly.
The other thing that is growing is the importance of customer reviews. We see that even in the luxury segment. It’s surpassing family and friends as a source of reliable referrals. There continues to be a role for the travel adviser or travel agent, but mobile and consumer reviews are really important.
Assante: I continue to see the use of third-party booking companies that are helping tour operators and teachers find the best rates. We have found that 79 percent of student groups are using hotels, both limited service and full service. If a travel provider wants that student business, they have to indicate in those third-party systems that they’re willing to take student groups and when those rates are available. Those hotels have a great opportunity in the market if they will look at their inventory and tell us what’s available.
Inman: There’s a wonderful contradiction in group travel: the desire to explore different cultures and peoples but also staying in the company of your peers. You’re with sports fans, college alums, bridge clubs, etc. We like to explore and do new things and step out of our comfort zones with one foot while the other foot is anchored in our peer groups.
