Is touring the best way to travel? For many, it removes the hassle of arranging their own holiday, offers great value for money, helps forge new friendships, and can take you to places you may not have considered going. Tour organisers are also experts in their field. The case for touring goes on.
So what role do travel advisors play in connecting travellers with the right tour? A crucial one, especially for the largest group of touring travellers, the over-55s, TTC Tour Brands’ Big Tour Study reveals.
Polling over 7,000 TTC Tour travellers, including around 2,800 Australian and New Zealand respondents, the annual study finds that 55-plus tourers see touring as the best option for ease and value.
They’re also the most likely to talk to travel advisors, with half (50 per cent) visiting a travel agency and another one in six (17 per cent) phoning a travel agent to discuss touring.
Older travellers are also open to tour tiers, with value tours (3-4 star hotels with some inclusions) the most popular (56 per cent), but premium and specialist tours also highly sought after (by 51 per cent and 47 per cent of respondents respectively).
Among over-55s, six in ten (59 per cent) plan to tour with their partner, while two in ten (22 per cent) consider solo travel.
This demographic also tours the longest, with four in ten (40 per cent) considering 15-21 day tours and nearly two in ten (17%) considering 22+ day tours. This age group also has the largest travel budget, at $10,410 on average.
According to TTC Tour Brands, travel agents should be talking to older travellers about: value tours, premium tours, specialist tours, stress-free travel, touring experts, value for money, inclusions, personal agent support, multi-country travel and tours at a leisurely pace.
A different proposition
Another demographic that loves touring are under-35 travellers – though they do it a little differently.
According to the Big Tour Study, unsurprisingly, younger travellers are mostly influenced by social media (65 per cent), closely followed by online searches (63 per cent). Direct bookings and travel agent websites are the preferred way to book tours.
With a budget around half that of older travellers ($5,205), under-35s mostly look for 8-14 day tours (48 per cent) and most likely travel solo (37 per cent).
Location is the most important factor when choosing a trip for younger tourists, with Europe (84 per cent) by far the most popular destination.
When talking to under-35 tourers, travel advisors should prioritise: value tours, budget tours, new countries and cultures, meeting people, solo options, multi-country especially within Europe, and unique/off-the-beaten path destinations.
A tool for travel advisors
With the Big Tour Study, TTC Tour Brands hopes to arm travel agents with the knowledge they need to successfully match travellers with tours – which can be a make-or-break moment in the holiday process.
“TTC Tour Brands is continuously looking to identify ways to better support our partners in their business,” TTC Tour Brands Managing Director in Australia & New Zealand Toni Ambler says.
“This comprehensive annual study has been created to help grow the touring category within Australia and NZ and to identify what the thousands of TTC Tour Brands travellers are seeking from their travel experience over the coming months and years.
“It is intended to be an asset for travel advisors, arming them with the insights they need to bring more customers into touring and to make the sale.
“Beyond knowing the ins and outs of each brand and itinerary, understanding traveller’s sentiment and purchase consideration is crucial information that our agents need in their pockets to personally pair each traveller with the right travel experience for them – from premium to value, luxury or special interest.”
Download the Big Tour Study here.
