Group Tour Magazine - February 2023 - 21

seeing more of their members booking
smaller, more customized tours with more
choices and individualized experiences
built into the itinerary.
" Prior to COVID-19, we already saw the
trend toward smaller groups-and we expect
[that] to be the stronghold for our membership
moving forward in 2023 and beyond, "
says Terry Dale, president of the USTOA.
" That doesn't mean a traditional escorted
or guided experience of a motorcoach with
48 or so seats will go by the wayside. But
we are seeing that people are looking at
smaller group trips that can be more individualized
and catered. "
Prather says the NTA has anecdotally
seen an increase in customized tour planning.
Traditionally, scheduled tours have
made up the bulk of tour operators' business,
where preplanned itineraries and
catalog bookings were more commonplace.
" I really do think that COVID-influenced
factors have played a part in this shift,
including smaller groups, itineraries with
alternatives, and individual experiences
within a group itinerary, " Prather says. " Are
tour operators still producing brochures
and presenting scheduled departures to
customers? Absolutely. But the continued
shift in group traveler preferences for
smaller, custom travel experiences will only
continue to grow. "
5. TRAVELERS WILL WANT
MORE MEANINGFUL TRIPS
Where, how, and even more importantly, why,
groups travel is also changing. Groups and
individuals are becoming more mindful of
their impact on, and their experiences with,
the local communities in which they travel.
" We've all seen examples over the last five to
six years of over tourism, where communities
16
FEBRUARY 2023
are reacting in a negative way toward our
industry because we have too many people
and not enough resources to support the volume
of travelers, " Dale says. " I think this will
cause us to rethink and reimagine the kind
of travel experiences we can create and offer
to our customers. "
The USTOA strongly believes tour operators
will (and must) play a key role in providing
more authentic and meaningful travel
experiences for individuals who want to
travel with more purpose and intention.
" I think we will see a growing effort toward
meaningful and purposeful travel and the
ability for us in the tour operators space,
and as an industry, to help get our economic
impact to neighborhoods and communities
who can most benefit [from] it, " Dale
says. " So, whether that's visiting a women's
cooperative making textiles, ceramics, and
weavings in Jordan where the participants
are largely the breadwinners for their families
or supporting local community efforts
and initiatives that help the greater good,
I think we will see meaningful and purposeful
travel continue to grow and expand in
the near future. "
Tour i sm Cares,
the NTA-founded
nonprofit organization focused on positive
social, environmental, and economic
impact through group travel, is one specific
effort helping tour operators plan local,
community-centered experiences and stops
in their itineraries. The nonprofit's Meaningful
Map of North America serves as a resource
for tour operators to identify local businesses,
nonprofits, and social enterprises across
the United States.
Operators can leverage the Meaningful
Map to build custom itineraries encompassing
more authentic and hands-on cultural
experiences. It also helps drive local
economies by encouraging purchases of
products and services from eco-conscious,
sustainable, and local businesses. NTA,
USTOA, and many others in the industry
also believe that incorporating more purpose-driven
experiences in itineraries creates
a competitive advantage by providing
not only a unique experience but also a
more positive one for travelers and local
communities alike.
" Awareness is the first step in building a
more authentic travel experience, " Prather
says. " It requires working directly with destinations
and DMOs-telling them exactly
what you're looking for and discovering those
authentic experiences from the experts who
know their destination best. "
Terry Dale
president of the
United States
Tour Operators
Association
(USTOA)
Peter Pantuso
president and CEO
of the American
Bus Association (ABA)
Catherine Prather
president of the
National Tour
Association (NTA)
FROM TOP USTOA, ABA, NTA
Group Tour Magazine - February 2023

Table of Contents for the Digital Edition of Group Tour Magazine - February 2023
