DESTINATIONS PRIVATE GROUPS | ESCORTED TOURS


CLOCKWISE FROM ABOVE: Couple at Petra with Explore; rafting in Slovenia with Exodus; private touring in the south of France; and northern India with Insight Vacations PICTURES: Alex Treadway; Positive Sport


tours a few months ago. My advice for agents would be to familiarise themselves with the benefits of private tours, as they will appeal to a much wider market. Not only to customers who have previously travelled on an organised group tour, but also to customers who have, in the past, travelled more independently.” The operator has put 31 private


tours on sale to start with, and of the bookings so far, nearly 50% have been for long-haul destinations, with Japan, Jordan and Mexico proving popular. Riviera Travel offers private


versions of many of its group tours, travelling by private car and with a personal guide, especially in destinations such as India or Morocco. Channel director Stuart Milan says: “I see the demand for private groups increasing significantly in the coming years, especially in 2021. We’ve had a dedicated groups department in the business for more than 10 years. It’s definitely the right option for customers who are looking for the security of their own group, on a


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holiday tailored to them.” Specialist Journeys Group


brands Brightwater Holidays and Andante Travels also give clients the choice to follow the itinerary in their own car if they wish, or create a small-group bespoke tour.


SELL… TO SPECIAL INTEREST GROUPS Would you know where to start with arranging a bespoke tour for pigeon fanciers? No? That’s just one of the custom itineraries set up this year by the team at Insight Vacations, along with a space-themed tour of the US, a Jewish heritage-focused trip around Europe, and a yoga holiday to northern India. In fact, special interest tours are a


lucrative way to attract new business and offer clients something they can’t arrange themselves, according to Rachel Coffey, director of business development for Trafalgar, Insight Vacations, Luxury Gold and Costsaver. She says: “This year has taught us that time is precious, and we anticipate that, more than ever, people will want to combine their interests with their holidays. We’ll


do the hard work putting together the itinerary so our agent partners don’t have to, while still benefiting from the considerable commission- earning opportunities. Get to know what your clients are interested in, and actively target special interest groups. You’ll engage customers by reaching out about one of their hobbies and then you can rely on us to piece it all together.” Cox & Kings managing director


Kerry Golds also recommends targeting local interest groups. She says: “A private group may be four friends travelling together or a group of 40 people who are part of an archaeological or photography society, for example.”


SELL… ON VALUE Private tours can offer excellent value, combining the benefits of group discounts – Exodus Travels offers a 5% discount when six or more people are booked on a trip, or 10% for 10 or more – with the ability to tailor-make a trip. That could be as simple as


tweaking the accommodation to fit your clients’ budget, or remaking


the itinerary from scratch to appeal to their interests. Rabbie’s, for example, can tailor-make one-off trips to trace clients’ family roots or link up filming locations from their favourite TV series. On The Go Tours, which has


always offered private versions of its scheduled itineraries, reports an increase in demand this year not only for private groups, but also for tailor- made holidays in 2021 and beyond. To meet heightened demand for private touring, Regent Holidays has released a Cultural Landscapes collection. It features fully- escorted tours that include activities, but are designed for private groups. Product manager Andrea


Godfrey says: “There is always a lot of interest in tailor-made holidays, either for a small group of friends with similar interests or for extended family groups. This year, there has naturally been an increase in these enquiries, mainly because of the social distancing requirements. In particular, we have seen more interest in remote and off-the-beaten- track destinations such as Albania, Georgia and the Balkans.”


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