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DESTINATIONS PRIVATE GROUPS | ESCORTED TOURS
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travelweekly.co.uk
f the many buzzwords coined this year, perhaps the most important for businesses has
been the ability to ‘pivot’, shifting your product with the public mood to meet customers’ newfound needs. We’ve seen gin distilleries pumping out hand sanitiser, gyms offering workouts from home and restaurants doing dinner by delivery. But travel companies have been just as innovative, with many touring operators arranging smaller, more- exclusive trips with new private options. Some are offering ‘bubble’ trips for the
first time, while others have ramped up their private touring ranges after seeing spikes in interest. Intrepid Travel has reported a 120% rise in visits to the private groups section of its site in the past six months.
SELL… TO FRIENDS AND FAMILY After months of enforced isolation and postponed parties or family gatherings, a holiday is an ideal way to spend quality time catching up. Brian Young, managing director of G Adventures, says: “With many friends and families having been separated for extended periods of time, there is a real desire to get back on the road with loved ones to reconnect and explore together. Bubble holidays are ideal for those who want to spend time with their own group of travel
companions, where they can explore and create new memories together, while minimising exposure to other tourists.” The company released a Book Your Bubble collection in August, offering 80 tours exclusively for private groups, with discounts available: 50% off for the eighth person and free for the 12th group member. Zina Bencheikh, EMEA managing
director for Intrepid Travel, says private groups are “a great opportunity for agents” and suggests focusing on big-ticket itineraries such as Everest Base Camp or reuniting groups for a big birthday. She says: “We are seeing extended families travelling together to celebrate a special occasion with a visit to the Galápagos Islands or the polar regions, for example. In recent months, we’ve seen a marked increase in agents looking to set up private groups, including special-interest groups such as walking, photography or charity challenges. They are also coming in further ahead than usual, into 2022 and beyond.”
SELL… TO NEW-TO-TOURING CUSTOMERS Private trips offer a taste of touring for those who have never tried group travel before, but want added flexibility over dates and inclusions. Ben Ittensohn, head of global sales for Explore, says: “We have seen keen interest since launching our private ²
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