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Q & A:
Starting a Motorcoach Marketing Program
by Katherine Khalife
Q. I would like to bring bus tours to the museum where I am now. I am working with the tourism bureau on this matter. Is there something I can do to contact tour operators directly, informing them of what we have to offer? Any information would be appreciated.Bill Dichtl, Director
Ohio County Historical Society
Rising Sun, Indiana
A. Hi Bill. Current mailing lists and directories of tour operators can be purchased from the National Tour Association, the American Bus Association and regional motorcoach groups. But I don't recommend direct mail or cold calling as the place for you to start. Not only can it be very expensive, but it's also unlikely to be successful for you.
The most important tip I can give you is that the group tour industry is a relationship-based business -- so if you want to attract motorcoach groups to your museum, the most important thing to do is start building relationships. And the best place to begin doing that is right in your own community.
I'm glad to hear you're working with your local tourism bureau. I also suggest, though, that you visit individually with the group sales directors at major hotels and restaurants in your area. Let them know you're actively seeking group tours for the first time and ask for their suggestions and advice. They've already built relationships with tour operators and work with them every day, so their perspective can be a huge help to you. They know who comes to your area, what kinds of groups they bring, how they are to work with, and the types of activities they're looking for. That's vital information. Before you can decide how to best structure your tours, you need to know what the market wants and needs.
Visiting with those group sales folks will have other benefits as well. Most of them probably aren't very familiar with your site, so be sure to invite them for an informal, one-on-one personal tour. Once they actually experience your museum, they'll be excited about all it has to offer. And since they'll be looking at it through group tour industry eyes, there's a good chance they'll see tour possibilities you never even thought of. They might even offer to include you in one of their group tour packages. At the very least, your site will immediately come to mind the next time a tour operator calls them and asks, "What do you recommend we see in your area?"
Best of luck! Let me know how it works out for you.
Katherine Khalife(For more tips on group tour marketing, read the other articles in our Articles Index and visit the Cultural Heritage Tourism page in our Links Library.)
Copyright © 2001 Katherine Khalife All rights reserved.
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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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