Travelive’s vice president of quality assurance and client services, Stella Hofer, highlighted how even specialized interests can drive group bookings. A cohort of knitters was her favorite group booking, leading the company to craft a personalized post-cruise itinerary centered on their hobby, including a weaving class, jewelry-making session, and a Byzantine mosaic workshop. Hofer’s example demonstrated how niche passions can create lasting demand when tailored to a group’s unique preferences.
During Northstar’s CruiseWorld conference, Hofer advised travel advisors to target existing groups that have yet to travel together. Julius Stecker, TTC Tour Brands vice president for groups, encouraged advisors to leverage their personal networks, such as clubs or religious organizations, to identify potential group travelers. According to Stecker, the simplest way to find groups is to ask, “Who do you know and where do you go?”
Advisors can also plan trips around their own bucket-list destinations, potentially participating in the trip and benefiting from promotional rates that might result in a free trip.
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Organizing a group trip demands careful planning, especially in assessing the group’s requirements before approaching suppliers. Hofer stressed the importance of polling networks and promoting the trip concept early to simplify logistics. Given the complexity of group bookings, dedicated support is essential, as Priscilla Reyes, Costa Cruises’ head of sales for North America, noted: “Groups are complicated and you always need an advocate that understands your end goals.”
Scheduling varies depending on the destination and group size, but Francisco Baeza, VidantaWorld director of MICE sales, recommended initiating international trips at least a year in advance. Hofer added that designating a single group member as the primary contact, a role she called the “Pied Piper”, can streamline early communications and reduce coordination challenges.