The Latest Guided Tour Trends, According to TTC

By Newsdesk Apr 25, 2023 11:35am

TTC Tour Brands has unveiled the findings from its first iteration of the annual "Big Tour Study," a global survey of over 7,000 TTC Tour travelers to reveal the latest tour trends for advisors booking open-aged brands Trafalgar, Luxury Gold, Insight Vacations, Brendan Vacations and Costsaver. The results reveal key motivators on going guided, overarching travel sentiment and the implications on the tour industry at large.

“We strive to create the most knowledgeable and resourceful advisor community in the industry and continue to identify ways to better support our partners in their business,” said Guy Young, chief engagement officer of TTC Tour Brands. “This comprehensive annual study will continuously demonstrate what the thousands of TTC tour travelers seek in their travel experience and serve as an asset for advisors, arming them with the insights they need to make the sale.”

He added: “Beyond knowing the ins-and-outs of each brand and itinerary, understanding traveler sentiment and purchase consideration is crucial information that our advisors need in their pockets to personally pair each traveler with the right travel experience for them—from premium to value, luxury or special interest."

Here are the top 5 key insights TTC Tour’s Big Tour Study uncovered:

1. Hidden Gems Are Equally as Important as Landmark Travel Experiences

The majority of TTC Tour travelers cite bucket-list travel experiences as the top motivator for going guided (87 percent) but ranking equally as important is the desire to experience those off-the-beaten path moments that you may only find through an expertly guided tour (87 percent).

While travelers continue to select guided tours to tick off bucket-list travel like exploring the National Parks or sipping Tuscan wine in the countryside, hidden gems like dining with an indigenous community in the Dakotas or visiting a historic family-owned and operated vineyard in the hills of Italy is becoming equally as important to tour travelers as they select their next guided tour and it's the reason TTC Tour Brands continues to create new and strengthen existing relationships with local hosts.

2. Guided Tours Create Assurance in Destination and Logistical Expertise

Tour travelers choose guided tours for the assurance of expertise. Eighty percent of TTC travelers trust that TTC organizers are experts in planning an all-around ideal travel experience.

3. New Cultures and Countries Drive Higher Spending and More Bookings

The research demonstrates that diving into new cultures (70 percent) and ticking off a new country (67 percent) are driving factors for booking a tour. Advisors can convert more sales by diving into the itinerary highlights in new destinations with rich culture elements.

These travelers are also open to spending more on travel to guarantee a premium (32 percent) and personalized experience (43 percent).

4. Tour Travelers Seek Connection with Like-Minded Travelers

Traveling with a tour provides guests the opportunity to easily connect with like-minded travelers, and nearly half of tour travelers cited this is something they seek in their guided travel experience. This is a key sales point when advising clients on the benefits of going guided or traveling solo.

5. The Two-Week European Getaway Reigns Most Popular with Working Professionals

The majority of U.S. working professionals who book with TTC Tour are opting for tours between eight and 14 days, which aligns with typical PTO (paid time off) policy. Retirees are 10 percent more likely to book a tour of 15-plus days compared to working professionals in the U.S.

The top region of interest is Europe (83 percent) with the top destinations being Italy (37 percent), England (35 percent) and Ireland (33 percent).

Methodology: The "Big Tour Study" surveyed 7,190 respondents across the United States. Respondents were majority female (67 percent), aged 55-plus (89 percent) and retired (56 percent) with an average household income of $150,000.