Mike Newman Marketing Manager Introduction: A Group Travel Organiser - - PowerPoint PPT Presentation

Mike Newman – Marketing Manager

Introduction: A Group Travel Organiser (GTO) Defined

A GTO is someone that: Actively engages with group travel arrangements for members

• f their organisation, often with no personal gain

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Core Information About GTOs

• Most GTOs (64%) are members of clubs or societies (WI, U3A,

social groups etc)

• There are aprox 11,000 GTOs in the UK
• The value of the market is aprox £142 million domestically

and outbound

• The average age is 55+

Stats and Data

• Retirement Clubs have increased by 5% since 2009
• Average group size is 427 members
• Average number of trips is 13 with 63% day trips
• Average day trip spend is £28.75 up 9% on 2009
• The average number of people on a group trip is 48.
• Average travel time (each way) is 3 hours
• 80% book 6 months in advance of travel

Based on 459 respondents October 2011 by Qa Research

UK Groups Day Trips In Context

*Source: Visit Britain 2011 figures

UK domestic groups market 4,211,000 (est) France 3,624,000* Germany 2,932,000* US 2,845,000* Spain 1,823,000* Australia 1,091,000* Japan 236,000*

What Type of Groups?

Qa Research based on 459 respondents

The Most Popular UK Activities

Group Organiser Influencers and Detractors

Word of mouth/personal recommendations The internet (for research NOT bookings) Previous experience Relevant print GTO Influencers GTO Detractors Slow response to requests for information Lack of information Being forced to book on line

How To Positively Influence a GTO

Send out information in January and June Include posters with print. Also consider branded sign up sheets Print Incentives Offer a low cost incentive to make the GTO ‘feel special’ Tickets Provide information on toilets, number of steps, cafes etc at the same time as tickets are issued

Most Important Elements Rated 1‐5

How GTOs Think

GTOs think that: They deserve discounts for any activity based on the groups that they can bring They think that they should get in free when bringing a group They should be treated differently to other consumers How do GTOs think?

Other Ideas

• GTOs want as much value from their day out as possible. Look

at wider packaging opportunities with third parties

• Most GTOs get free or discounted national rail travel. Work

with local coach operators to arrange pick up and drop offs.

• GTOs are always looking for new ideas (62% will try new

itineraries)

• GTOs may not always remain constant – don’t rely on historic

GTO data – where possible make a call and find out Blue Sky Thinking….

Collecting Data and Keeping In Touch

• Run a competition at the exit to collect individual member

information

• Suggest other gardens/attractions in the area for another
• ccasion
• Keep in touch with your database via hard copy mail
• Find out where group members meet with their GTO and offer

to come along to say hello Blue Sky Thinking….

GTO Publications

• The key Groups publications are Group Travel Organiser

Magazine, Group Leisure Magazine and The Pass

• These publications run first hand accounts of organisers’

experiences.

• Increase contact between magazine editors and your business

to encourage more write ups.

• Add editors to your press contacts list and keep in touch

GTO Internet Usage

Trade Shows

Qa Research 2011 based on 220 respondents