on tour � marty de souto, ctc

MOST OF US ARE CONTINUINGto offer trips during the current eco-nomic downturn. We know that if westop our travel programs till better daysappear on the horizon, we may nevermake a comeback.However, many of us have had to

make certain modifications in our trips– perhaps presenting fewer trips, per-haps offering shorter, less-expensive,closer-to-home offerings. But going beyond those somewhat obvious solu-tions, here are a few less obvious ones:

1Work with suppliers you’ve workedwith before, who remember you

and how well you worked with themin the past. Now is not the time to experiment with suppliers who don’tknow you and your track records andwho, therefore, are liable to set strictercancellation penalties, rules and regulations.

2Work with suppliers who are moreflexible in their deposit demands,

non-refundable policies, and last-date-to-cancel-without-penalty stipulations.

3When planning your trip dates,don’t just pick dates out of a hat

that you think will be good for yourtravelers or that are popular dates be-cause of weather or festivals or whathave you. Reverse your thinking – ask

the supplier what dates would be bestfor him. Often, your willingness to ac-cept a date when a supplier really needsyou will result in a much better “deal.”

4Consider booking into a publishedtour or cruise date that is going to

operate whether or not your groupjoins. If you only succeed in drawingsmall numbers, these travelers can stillgo – whether or not you reached thenecessary minimum numbers to oper-ate your own private trip.

5 Consider joining with another organization from the outset so

that both organizations feed into thesame trip.

6 Consider offering your tour onwhat is called “tier pricing” basis –

that is, different prices depending onhow many participants eventually join.For example, if a group numbers 20,the price is $995, if 15 it’s $1,195, and if only 10, it’s $1,395. You’ll notethat many adventure companies offerthis kind of pricing in their brochures.They invoice everyone at the higher$1,395 price and if, ultimately, morejoin, they then refund everyone the ap-propriate amount just before departure.

7Try other innovative pricing offerssuch as “bring along a new friend

at half-price” or two-for-one rates.Many cruise lines are doing this type ofpromotion now.

8When writing your marketing materials, give your readers a rea-

son why they can justify the trip. Po-tential travelers may not wish to appearfrivolous when others are suffering financially.

9 If designing and costing the tripfrom scratch (rather than buying

into an existing trip), budget more formarketing into your costing formulathan you usually do. You may find thatyou need to do more mailings, more“last call” letters, more public relations,and more raffles and giveaways to fillyour trips than you used to. We can nolonger get by with just publishing theyear’s calendar of trips and putting up a few posters.

10Consider including some “dogood” event within the trip. For

example, require that each participantcarry a backpack of school supplies andpre-arrange for your group to visit aschool and donate these supplies to lessfortunate youngsters. Projects like thiswill bring you more and better public-ity prior to the trip.

Operational Hints for Hard Times

Tough times may call for more mailings and other efforts to promote your trips.

Marty is founder and chair of the travel industry

training program at Berkeley City College in

Berkeley, Calif., where she teaches all aspects

of group travel. You can reach her by e-mail at

josemarty@yahoo.com. For information on her

latest book, How To Plan, Operate, and Lead Suc-

cessful Group Trips, click on Premier Tourism Mar-

keting’s educational website, groupuniversity.com.

14 December 2009 LeisureGroupTravel.com

Carnival Cruise lines has just announced the repositioning of The Fantasy to Charleston, sC andCarnival Cruise lines has just announced the repositioning of The Fantasy to Charleston, sC and

U.s. Tours is among the first to offer fabulous cruise tour prices. U.s. Tours is among the first to offer fabulous cruise tour prices.

Operating five-day cruises that will visit Nassau and Freeport in the Bahamas, and six days that willOperating five-day cruises that will visit Nassau and Freeport in the Bahamas, and six days that will

feature Key west, Nassau & Freeport. U.s. Tours has added a night in Charleston sC and a historicfeature Key west, Nassau & Freeport. U.s. Tours has added a night in Charleston sC and a historic

district Carriage Tour. It is a great package from a convenient port. district Carriage Tour. It is a great package from a convenient port.

select Dates and Prices

aug 31- sept 6 7 Days starting at $569 Interior stateroom$619 Ocean View

sept 17-24 8 Days starting at $659 Interior stateroom$709 Ocean View

sept 28-Oct 4 7 Days starting at $569 Interior stateroom$619 Ocean View

Oct 8-15 8 Days starting at $689 Interior stateroom$749 Ocean View

U.s. Tours Cruise Tour Package includes:

• One Night at the Marriott Springhill Suites Charleston Riverview

• Dinner at Bubba Gump Shrimp Co. in Charleston

• All Breakfasts

• Horse Drawn Carriage tour in Charleston

• Visit to Charleston Old City Market

• Five or Six Day cruise on the Carnival Fantasy

• Visits To Freeport & Nassau in the Bahamas

• Visits to Key West Florida on the Eight Day Tour

• Bon Voyage Chocolates and Champagne

• All Taxes & Fees on these services

• Luggage Handling at the Hotel & Pier

• One Free with every 10 paid Full Fare Guests

• PASSPORTS ARE REQUIRED!

Call U.S. TOURS Today! 888-393-8687

News FlashNews Flash

CCaarrnniivvaall CCrruuiissee LL iinneess

IInnaa uugguurraall SSeeaassoonn wwiitthh SSuuppee rr PP rriiccee ss

Rates are in U.S. Dollars per guest, double occupancy, capacity controlled and cruise only. Government fee/taxes are additional per guest. Restrictions apply.

Ship’s Registry: Panama.

“Fun Ship ” Cruises From Charleston, SC“Fun Ship ” Cruises From Charleston, SC

Carnival reserves the right to

re-instate the fuel supplement for all

guests at up to $9 per person per day

if the NYMEX oil price exceeds $70

per barrel.

®

®

PlusPlus

One Free

One Free

with every

with every

10 Paid

10 Paid