July 16, 2003
For Immediate Release
Contact: John Kloster, 630-964-1431,
johnk@premiertourismmmarketing.com
Group Travel Destination Trends Discovered
Downers Grove,
IL - Premier Tourism Marketing announced the results of an on-line reader survey
that gauges destination trends for group travel planners. The company asked a
series of questions regarding what destinations group travel organizers were planning
on visiting from November 1st, 2003 through April 30th, 2004, and whether that
trip was already planned, "definite, but not set up", or the group organizer
was still considering the destination. Interestingly, the groups surveyed plan
5.5 trips during this period, traditionally known as a slower travel time.
Cruises,
West Coast Come Out on Top
Cruises toped the survey, with 43% of respondents
indicating are planning a cruise vacation for their group, with another 11% still
considering a cruise. In terms of domestic regions, the West Coast beat out the
Northeast, with 38% of groups planning to visit the West Coast versus 34% for
the Northeast. The Midwest came in third with 28% followed by Southeast with 26%.
Internationally, Europe tied Mexico and the Caribbean with 28% of groups planning
on traveling to each of these regions through April 30th. Still Many
Fence Sitters
The study also gauged "consideration factor,"
the number of groups that were considering a destination, but had not gone beyond
introductory research. Europe came out on top in this category with 15% of groups
in a consideration phase. Domestically, the Pacific Northwest rated first in consideration,
followed by Hawaii. John Kloster, editor in chief of Premier Tourism Marketing
said, "Groups seem to be waiting longer and longer before firming up their
plans, reflecting generally shorter booking windows that are prevailing throughout
the industry. In fact, of those trips that are definitely intended, only 63% are
set up, with 37% definite but not planned. If we add into the mix those trips
that are being considered, 44% are planned, 26% are definite but not planned,
and 30% are being seriously considered." Jeff Gayduk, publisher of
Premier Tourism Marketing noted that these trends present an opportunity for destinations
and suppliers. "What this survey points out, more than anything, is that
there's still a lot of group travel to be booked for the winter and spring. Suppliers
should be out now and throughout the fall with a strong marketing messages if
they want to fill hotel rooms and sell tickets."
Premier Tourism
Marketing is a leading publisher of trade journals, web sites and e-newsletters
for the group travel industry, with a total circulation of 27,000 group travel
organizers. Readership includes travel planners representing religious groups,
banks and credit unions, retirement clubs, special interest and alumni groups,
plus tour operators, bus companies and travel agents that serve the market. The
firm is a four-time winner of the Mature Media Awards for journalism excellence
in travel trade magazines. |
