Understanding Group Travel Understanding Group Travel OrganisersOrganisers– the national picture– the national picture

QA QA ResearchResearch

November 2009November 2009

BackgroundBackground

Research objective

To enable group marketers to increase their share of the Group Travel Organiser

(GTO) market.

Building on previous research

Previous research in 2006, 2003 and 1997 used a similar approach and questions

which enables us to analyse change and continuity in the market.

Methodology and sample

Paper self-completion questionnaire in the February edition of Group Travel

Organiser Magazine and online survey

513 surveys completed and returned providing a statistically robust sample

Snap shot of GTO marketSnap shot of GTO market

• Worth £142 million

• Comprises a range of clubs, groups and societies

• Many organise one or two trips per year but 1% of all GTOs organise 20 or more trips a year, with five of these organising between 100-200 trips a year

• Mean number of visits organised 12.5, median 3 and mode 1

• Members predominately over 55 years old

• Around 10,000 GTOs

• Majority travel at shoulder periods outside the school holidays

• Full detailed report downlaodable from www.qaresearch.co.uk

11% 12% 14%

19%

30%

61%

78%

61%

19% 19%22%

27%

37%

67%

81%

59%

36%39% 41%

48%

59%

81%

75% 64%

Under 16 years 16- 24 years 25- 34 years 35- 44 years 45- 54 years 55- 64 years 65- 74 years Over 75 years

2009

2006

2002

The core GTO market continues to be made up of over 55s. Is the appeal generational or related to chronological age; will younger age bands who are currently not members undertake group travel as they get older?

Profile of membersProfile of MembersProfile of Members

Type of trips and spendType of trips and spend

Proportion of UK trips undertaken and average spend per person ...

86%

7% 7%

78%

15%

7%

62%

17%21%

Evening / day Short breaks Longer breaks

2009 2006 2002

Type of UK trip Average spend per person Evening trip £27 Day visit £26 Short break £177 Longer break £313

Importance of different Importance of different types of information types of information sourcessources

Websites have dramatically increased in importance (41% rated it as ‘important’ or ‘very important’ compared to 15% giving the same ratings in 2006).

Current online usageCurrent online usage

Although online has seen a sharp increase in usage to source information, traditional marketing approaches (e.g. print) are still used by a larger number of GTOs.

Therefore a broad mix of marketing approaches will be required in the foreseeable future to reach this market.

28%

37%

21%

14%

Not at all Sometimes Often Always

Only a third of GTOs (35%) currently frequently use the internet as a resource for planning group travel.

Expected future online Expected future online usageusage

18%

8%

10%

16%

25%

30%

31%

12%

6%

6%

13%

13%

18%

25%

Search for accommodation

Book accommodation on-line using credit card

Book tickets for shows on-line using credit card

Compare a variety of holiday destinations

Order a group visit destination guide / brochure

Read articles to get ideas for places to visit

Read articles on places you’ve decided to visit

Often Always

Needs and wants of GTOsNeeds and wants of GTOs

GTOs want to organise successful trips which are easy to fill, run smoothly and where members have a great time.

Help them to sell you

”seeming reluctance of tourism offices and locations to provide leaflets and brochures to hand

out and display: to sell a visit. I need to make a display on a notice board and a page printed

off a website does not fulfil this need’”

Understand their needs

“Very few people have ever been an organiser in their own right, this shows”

Be responsive

“Getting information (prices and opening times) early enough to plan to put it in our newsletter published three times per year (April, July, September)”

Don’t forget the importance of practical issues ... ‘hygiene factors’

Toilets (4.65), Safe and secure (4.37), Quality accommodation (4.22)

“Dishonest answers regarding wheelchairs, gravel paths, lifts”

“Facilities for elderly and disabled. Clean toilets”

Needs and wants of GTOsNeeds and wants of GTOs

Appropriate provision

Appropriate catering (4.13), coach parking (4.10)

“Venues where they want to provide a group meal which I have to choose OR get food order

in advance - not easy”

Financial benefits ... Expect something back for bringing a group

Group admission discount (4.54), free or discount for GTO (4.37)

“Group Organisers at a lot of attractions have to pay for entry and meals whilst drivers don't

and we are the ones who do all the organising!”

“Single supplements are a bone of contention. As we do all organisation including hiring the

coach/driver we are dismayed that the coach driver gets all the perks for doing nothing!!”

Needs and wants of GTOsNeeds and wants of GTOs

76%

56%

33%

8%

8%

65%

Tend to revisit a venue/ attraction/ destination if there is

a new show or exhibition

Tend to go to a favourite venue/ attraction/ destination no matter

what is on

Like to try new venues/ attractions/ destinations

Sometimes Always

I’m always looking for new ideas and places for my group to visit(54% greatly & 44% agree)

Points to considerPoints to consider

• Need to know and understand audience to market effectively

• Developing products / strategies to get GTOs to stay overnight or longer will result in greater economic benefit for destinations from the additional secondary spend

• WOM recommendations are most effective but require hard work by all to achieve ... and strategies to convert into pro-active advocacy

• A broad mix of marketing approaches will be required in the foreseeable future to reach this market.

• A role for user generated content but how to make it effective

• General foundation marketing and profile raising is important (increases receptivity amongst members and confidence for GTOs) ... but difficult to measure impact

• Destinations and attractions cannot rest of their laurels .. There is a need to develop new products or at least create the perception of offering something new by themeing / packaging offer differently

Getting more details Getting more details

QA Research, Brackenhill, St George’s Place, York, YO24 1DT

Tel: 01904 632039 W: www.qaresearch.co.uk