By Carol Eannarino

If you’re not actively pursuing group sales, this article is for you. Selling groups is the best way to maximize your sales revenues — and boost your client base.
“The group specialist commands a higher premium simply by being a specialist rather than a generalist,” said John Przywara, CEO, International Vacations, Inc. “A well-run group operation will convert a customer to a client and thus a following can be built that will sustain the agents’ business well into the future.”
If you’ve been reticent about selling groups because of lack of confidence, now is the time to shake loose. With a good supplier and a strong Host agency and/or consortium, you’re well on your way to being a confident, successful seller of groups.
Following is a combination of information and advice from top tour operators to help you make the leap to a more profitable business.

‘Tours With Group Appeal’
Trafalgar Tours has “group appeal,” according to John Severini, CTC, president.
“We have different lengths and ‘paces’ of experiences that groups find attractive — and they get to enjoy the trip with ‘smaller’ group sizes which provide more flexibility and bonding during the trip.”
Moreover, Trafalgar pays up to 18% commission for groups, which Severini said, “allows agents to earn more than any other program. And we provide collateral and tour conductors!”
Support systems are important. Severini said that Trafalgar has over 20 field managers throughout the U.S. who are ready to assist in any group sales promotion.
“In addition, we have a dedicated and experienced group department, combined with our 98% on-tour satisfaction rating, which means that agents will be dealing with experienced professionals who will assist them in organizing and promoting the group, while the customers enjoy the very best vacation experience.”
Trafalgar also offers a wide variety of destinations — Europe, USA/Canada, Australia/New Zealand, River Cruise and “Exotics” — to provide more choice for any group leader, said Severini. Trafalgar can also customize tours, he added.

‘Where the Groups Are’
A major concern of Home Based agents is where to find groups.
Bob Dickinson, president and CEO of Carnival Cruises, suggested that agents analyze the following: “Who are your clients? What interests do they have? What clubs or organizations are they members of? What special occasions do they have coming up? The answers to all of these questions can lead you to group business. If your client database doesn’t have this information, start collecting it.”
Dickinson said that Carnival’s research indicates that the most promising groups include affinity groups, such as church groups, and those organized around a particular theme, such as music and fitness. Other good prospects, noted Dickinson, are family reunions, fundraising groups, meetings at sea, continuing education groups and incentive sales.
“Carnival’s popular FunPoints amenities program allows agents the opportunity to customize the groups with amenities that make sense based on the group’s interests or needs,” said Dickinson. “Sometimes that need might be to get a lower price and any applicable FunPoints can be dropped to lower the rate. Carnival’s 2007 12-day Grand Mediterranean and Mediterranean and Greek Isles cruises on the new Carnival Freedom are a great choice for your experienced groups or for a special family reunion.”

‘You’re Not Alone’
The group division of Spanish Heritage Tours is called The Preferred Traveler. Handling groups of 10 or more, the division provides a professional team of group travel planners who create customized group trips at a great value — whether it’s a family reunion, student group or business incentive conference, according to Carl Monticelli, director of the division.
Services to travel agents and their groups include: consultation, itinerary planning and quotations; booking of all land, air and/or cruise travel arrangements; full documentation (including itineraries, vouchers and invoicing); coordination and follow-up with all of travel service providers to ensure that every program goes off exactly as planned; support of The Preferred Traveler representative during the trip, if required.
Monticelli advised Home Based agents who want to “get their feet” wet with group travel to “look at the groups you are a member of today. You might belong to a union, alumni group or cooking club. Think of experiences you might like to do with that group.
“Select a destination which offers something for everyone in your group. Spain and Portugal are very popular with our group travelers. The sun, beach, nightlife, cuisine and culture provide enjoyment.”
Moreover, added Monticelli, “Remember, as a travel agent, you are not alone in group travel. The Preferred Traveler handles all the marketing, booking arrangements and travel logistics, making it a hassle-free group experience for everyone —- especially for you!”

‘Become a Specialist’
Identify some group niches you want to focus on and become a specialist in those segments — areas such as destination weddings, sports groups or corporate incentives, suggested David Preece of Classic Vacations. “And be sure to carefully qualify the group and its realistic potential to avoid wasting valuable time with non-starters.”
Classic requires a minimum group size of 10 on the same flight, or 10 rooms at the same hotel on the same dates.
“Classic can help agents manage the entire group experience, not just book a few components. We can manage air, hotel, transportation and group tours rather than the agent having to book with a variety of different vendors.”
Preece added that Classic’s most popular destination is Hawaii, followed by the Caribbean and Mexico.

‘Big Bucks From Groups’
“Groups are a great way for agents to make big bucks for about the same amount of time that they would put into booking just two people on a trip,” said Bo Adams, president of City Escapes, which has worked only with travel agents — and that has been Adams’ policy for 36 years in the travel business.
“City Escapes caters to groups of all sizes, even what we call mini-groups, which are 10 to 20 guests. Our policies reflect the policies of each hotel we work with, so it differs for each group. We work with the hotel to get the best rates and most flexible payment schedule to benefit the agent. Selling groups makes sense for city packages, weekend stays, full one-week adventures — and they work very well for pre- and post-cruises, our biggest growth area,” said Adams.
City Escapes’ biggest group destinations are: New York (where group tickets to all Broadway shows are available), Branson (top show tickets available), Boston, Washington, DC, Nashville, Memphis, San Francisco, San Diego, Los Angeles, Seattle and New Orleans, which Adams said is “starting to come back. “

‘Flexibility For Groups’
Destination Europe, the tour division of Auto Europe, expanded its group department in 2005 to handle the increased demand for group travel to Europe.
Accordingg to Thorunn Reynisdottir, vice president, sales and marketing Destination Europe’s group department “is unique due to its flexible approach, purchasing power and the ability to accommodate groups up to the last minute,”
Along with negotiating discounted rates for group travel, Destination Europe’s staff has been trained to provide personal service and flexibility to accommodate group requests, she added.
“Group travel is made simple thanks to Destination Europe’s 10% commission and our commitment to the agency community to give them the tools, such as last minute availability, personal service and the flexibility to close the sale,” said Reynisdottir.
Auto Europe offers worldwide car rental services, including prestige and sports car rentals, chauffeur drive and motor home rentals. Its tour division, Destination Europe offers hotel services at over 2,500 3-, 4- and 5-star European properties and scheduled air departures, including business class, from all major U.S. cities to Europe.