PL ANNER PROFILE
Embracing a New Adventure LISA BUSCH & KEVIN THUMAN
business model would look in a post-COVID world, and
By Sarah Suydam
W
Fortunately, the combination of f lexibility and loyal customers helped Prime Tours remain in a good position. They’ve since added more robust terms & conditions and
When Lisa Busch, a former office administrator, and Kevin
added post-departure insurance for every student traveler.
Thuman, a retired educator, coach and student travel leader,
Busch explained that more travelers than ever are seeking
purchased Dublin, Ohio-based Prime Tours in 2019, they
travel insurance—a welcomed change.
couldn’t have known the challenges they’d soon face. However,
Among some of Busch and Thuman’s favorite travel offerings
as new co-owners of a company that’s been customizing
are their British Invasion Band Fan Tours in Liverpool,
group tours since 1996, Busch and Thuman’s past experiences
Windsor and London; Haunted Tours with Sheri Brake in
prepared them to take it all on in stride.
Gettysburg and Ireland; senior citizen trips to Italy; and more.
Thuman had utilized Prime’s services in the past for a
“I love our celebrity tours. Fans absolutely love to travel
student trip he led to DC, along with working full time in the
with others who share the same passions,” Busch said, whose
industry since 2014, and Busch was already plenty familiar
personal favorite experience was at a castle in Czechia. “Our
with Prime and its workings
Outlander trips to Scotland and Bead Tours to the Czech
“I began as the office administrator for Prime Tours in 2016
Republic stand out as the most memorable, with spectacular
after selling my previous retail company and learned every
farewell dinners and entertainment that left everyone
aspect of the business from the ground up,” said Busch, who
laughing, crying and singing along.”
is also the company’s CFO. W hen Prime’s previous owner expressed interest in
When it comes to lessons learned and advice for newcomers, both Busch and Thuman agree: The fine print matters.
retiring, talks with Busch and Thuman began. Recognizing
“Prepare, prepare, prepare, and have a backup plan,”
the great potential to grow the business, Busch and Thuman
said Thuman, who in his spare time enjoys garden model
pooled their talents and equit y to make the purchase
railroading and pickleball. “Hire good local guides, establish
official. However, when COVID-19 hit six months later,
relations with bus companies and other vendors. Have a plan
there was much to consider.
for what type of travel you will offer. Think about who your
“It made for some very anxious moments as we waited impatiently for travel restrictions to be lifted,” Thuman recalled. “We had time to think and plan for how our
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we changed our marketing strategy.”
GROUPS TODAY Nov e mber/ D ec em ber 2 02 2
customers will be.”