Group Tour Magazine - February 2023 - 25

among this demographic with in-kind discounts
instead of cash ones. " Instead of a
pure 'dollars off' or 'percentage off,' we've
seen success with things like air credits, shipboard
credits, or land tour credit, " Lemaire
says. " It's a perceived savings in terms of
something they see as a 'free extra.' "
2. FOLLOW UP
(OFTEN)
" Lots of people spend their marketing budget
getting people to their website, but then
there's no follow-up or contact from a salesperson, "
Lemaire notes. That matters for
an audience that is used to being courted
with personalized, targeted marketing in all
aspects of their lives. He suggests crafting
emails that are automatically triggered by key
touchpoints, or calls-to-action, like visiting
20 FEBRUARY 2023
a website, viewing a video, or filling out an
inquiry form. " It definitely has increased the
sales conversion rate for our clients. "
3. GET ON SOCIAL
PLATFORMS
(AND STAY THERE)
Some of this demographic don't even remember
a time before the internet and cellphones
existed, so if you're going to market effectively
to them, you're going to need to be where
they are-TikTok, Instagram, and Pinterest,
for starters (plus any new platforms that
have emerged in the last five minutes). " Gen
Z is captivated by short-form video, with a
growing emphasis on Instagram reels, " Sanchez
says. Smart marketers will, for example,
capture plenty of footage during operations to
share and promote on social channels.
4. INSPIRE THEM
(TO SHARE)
" Word-of-mouth on social media comes in
the form of user-generated content, which are
the posts, photos, and responses from people
we follow online, " explains Nicole Mahoney,
CEO of Travel Alliance Partners. " For Gen Z,
for example, 92% say they've [found] interest
in a specific destination after seeing social
images from family, friends, or peers. " Sanchez
notes that this data point is backed up with
real-world experience. " They're eager to share
their experiences, so creating mechanisms to
incentivize them to share their own content
about their travel adventures with you is a
great way to engage this audience and their
communities, " Sanchez says.
Seeking out new prospective customers is
always a challenge, but it can definitely pay
off, these experts agree. " Group tour operators
have a unique opportunity to capture younger
audiences because they have the deep knowledge
and connections within destinations
to create once-in-a-lifetime experiences, "
Mahoney says. " These 'Insta-worthy' experiences
naturally lend themselves to sharing
both IRL (in real life) and online, which will
inspire future guests to book. "

Group Tour Magazine - February 2023

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

Group Tour Magazine - February 2023 - 1
Group Tour Magazine - February 2023 - 2
Group Tour Magazine - February 2023 - 3
Group Tour Magazine - February 2023 - 4
Group Tour Magazine - February 2023 - 5
Group Tour Magazine - February 2023 - 6
Group Tour Magazine - February 2023 - 7
Group Tour Magazine - February 2023 - 8
Group Tour Magazine - February 2023 - 9
Group Tour Magazine - February 2023 - 10
Group Tour Magazine - February 2023 - 11
Group Tour Magazine - February 2023 - 12
Group Tour Magazine - February 2023 - 13
Group Tour Magazine - February 2023 - 14
Group Tour Magazine - February 2023 - 15
Group Tour Magazine - February 2023 - 16
Group Tour Magazine - February 2023 - 17
Group Tour Magazine - February 2023 - 18
Group Tour Magazine - February 2023 - 19
Group Tour Magazine - February 2023 - 20
Group Tour Magazine - February 2023 - 21
Group Tour Magazine - February 2023 - 22
Group Tour Magazine - February 2023 - 23
Group Tour Magazine - February 2023 - 24
Group Tour Magazine - February 2023 - 25
Group Tour Magazine - February 2023 - 26
Group Tour Magazine - February 2023 - 27
Group Tour Magazine - February 2023 - 28
Group Tour Magazine - February 2023 - 29
Group Tour Magazine - February 2023 - 30
Group Tour Magazine - February 2023 - 31
Group Tour Magazine - February 2023 - 32
Group Tour Magazine - February 2023 - 33
Group Tour Magazine - February 2023 - 34
Group Tour Magazine - February 2023 - 35
Group Tour Magazine - February 2023 - 36
Group Tour Magazine - February 2023 - 37
Group Tour Magazine - February 2023 - 38
Group Tour Magazine - February 2023 - 39
Group Tour Magazine - February 2023 - 40
Group Tour Magazine - February 2023 - 41
Group Tour Magazine - February 2023 - 42
Group Tour Magazine - February 2023 - 43
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Group Tour Magazine - February 2023 - 46
Group Tour Magazine - February 2023 - 47
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Group Tour Magazine - February 2023 - 50
Group Tour Magazine - February 2023 - 51
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Group Tour Magazine - February 2023 - 79
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Group Tour Magazine - February 2023 - 85
Group Tour Magazine - February 2023 - 86
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Group Tour Magazine - February 2023 - 88
Group Tour Magazine - February 2023 - 89
Group Tour Magazine - February 2023 - 90
Group Tour Magazine - February 2023 - 91
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Group Tour Magazine - February 2023 - 94
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Group Tour Magazine - February 2023 - 97
Group Tour Magazine - February 2023 - 98
Group Tour Magazine - February 2023 - 99
Group Tour Magazine - February 2023 - 100
Group Tour Magazine - February 2023 - 101
Group Tour Magazine - February 2023 - 102
Group Tour Magazine - February 2023 - 103
Group Tour Magazine - February 2023 - 104
Group Tour Magazine - February 2023 - 105
Group Tour Magazine - February 2023 - 106
Group Tour Magazine - February 2023 - 107
Group Tour Magazine - February 2023 - 108
Group Tour Magazine - February 2023 - 109
Group Tour Magazine - February 2023 - 110
Group Tour Magazine - February 2023 - 111
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Group Tour Magazine - February 2023 - 113
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Group Tour Magazine - February 2023 - 116
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Group Tour Magazine - February 2023 - 118
Group Tour Magazine - February 2023 - 119
Group Tour Magazine - February 2023 - 120
Group Tour Magazine - February 2023 - 121
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Group Tour Magazine - February 2023 - 126
Group Tour Magazine - February 2023 - 127
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