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A Group Tourism Who's Who
by Katherine Khalife
Excerpt from Group Tourism: Is Your Site Missing the Bus?
History News (American Association for State and Local History), Spring 2000
Group Leaders:
The people responsible for making tour arrangements for affinity groups: clubs; schools; churches; business, professional or civic associations; senior groups, etc. Often not tourism professionals, group leaders are usually members of the affinity group they're arranging tours for. They book through tour operators or on their own - by chartering a bus and making reservations directly with the hotels, restaurants and attractions they want to use.
Tour Operators:
Professional companies that develop group tours. Within the industry, tours are referred to as products, and tour operators are, in effect, the manufacturers. They contract for the necessary "raw materials" (transportation, lodging, meals, sightseeing and attractions), then assemble them to create a complete tour.
Some tour operators own their own buses; others contract with motorcoach companies to provide the transportation component of the tour. Conversely, not all motorcoach companies are tour operators. Some only provide transportation service and don't develop tours on their own.
Receptive Operators:
Tour operators who specialize in making arrangements for inbound groups: groups coming into the receptive's local area from out of town. Receptive operators are regional experts. In addition to being knowledgeable about area hotels, restaurants and attractions that cater to groups, they're also familiar with local regulations, routings and drive times. They also can provide out of town groups with meet-and-greet services, ground transportation and step-on guides.
Because receptives are so knowledgeable about their area and offer so many services, they are able to save tour planners hours of research and reservation time. For all these reasons, both tour operators and group leaders often choose to book through receptives rather than making arrangements for a particular city or region on their own.
Keep your local receptive operators up to date on your upcoming exhibits, special events and new tour packages. They can be one of your best sources of group business.
Copyright © 2000 Katherine Khalife All rights reserved.
For reprint permission, please e-mail info@museummarketingtips.com
Katherine Khalife is a writer and consultant specializing in museum marketing, customer service and heritage cultural tourism. See the Services section for information about her workshops and other services.
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