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Jim and Magrit Nilsen: Helping Groups Capture Europe’s Beauty Through a Lens page 4
5 MINUTES WITH...
Dane Bono: New Orleans Steamboat Company & Gray Line New Orleans page 28
page 8
ISSUES
Building Relationships with Suppliers: Going Beyond Traditional Networking page 6
EDUCATION
Making the Most of the Multi-Generational Travel Trend page 26 IN EVERY ISSUE Editor's Letter 2 | Online 2 | Spotlight 16 | Ad Index 27
A NOTE FROM THE MANAGING EDITOR
As signs of autumn begin to emerge, the team here at Groups Today can’t help but feel excitement over all the season brings. Not only are long-time group travel businesses celebrating milestones—much like Gray Line New Orleans celebrating their centennial year (page 28)—but planning for the holidays is in full swing for many.
In this issue, we take a glimpse at some of the stunning live performance opportunities that exist for groups, along with suggestions for nearby groupfriendly dining to make the “dinner and a performance” experience complete (page 8). There’s also mention of some holiday performances, so don’t miss out if that’s on your radar.
We also venture to Virginia on page 20 to dabble in all the love the state has to offer groups. Whether they’re looking for destinations and attractions rooted in history, culture, food, the arts, recreation or otherwise, the answer is a resounding “Yes!” to all of the above.
If you’ve ever taken photos on a trip or wished you better knew how to, this issue’s Planner Profile with Jim and Magrit Nilsen (page 4) is sure to be a source of inspiration. Learn how the couple have been offering group tours for photographers of almost all skill levels in destinations throughout Europe for over 15 years, helping travelers capture truly stunning imagery.
And of course, we break down the information you need to know, such as making the most of the multi-generational travel trend (page 26) and how to go beyond traditional networking to best build relationships with suppliers (page 6).
Wherever your adventures take you and your groups this fall, we hope your travels are safe and that you’re able to soak up as much autumnal splendor
THE BROADWAY COLLECTION INTRODUCES DOCUMENTARY SHORT SERIES AT IPW 2024
ACTIONS TO PRIORITIZE LGBTQ+ TRAVELER SAFETY AND INCLUSION
WHEN A CLIENT THREATENS LITIGATION
FIVE MINUTES WITH... GREG DOTSON, GROUP SALES MANAGER, DR. PHILLIPS CENTER FOR THE PERFORMING ARTS
SARAH SUYDAM Managing Editor sarah@serendipity-media.com
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SANDUSKY STATE THEATRE: THE CULTURAL HEART OF SHORES & ISLANDS OHIO SINCE 1928
The spotlight is on Sandusky, Ohio as the region’s cultural heart, the Sandusky State Theatre, reopens after being partially destroyed by a storm in 2020.
The historic auditorium has been restored with much of the splendor of when it first opened in 1928. The original wall panels were uncovered during the restoration and have been brought back to their original glory. The chandelier, miraculously untouched by the storm, illuminates once again.
The reimagined theatre was designed with the future in mind, transforming it into a versatile venue for both audiences and artists. Stepping into the historic auditorium is like stepping into the past, but with modern amenities, including ergonomic seats, accessibility features, improved technical capabilities, expanded bathrooms, additional concessions areas and a second public
entrance. Additionally, the main stage has been expanded by 20 feet, allowing for larger shows, Broadway national tours and more. Backstage, artists enjoy refreshed, spacious dressing rooms and a new green room.
The theatre is now home to a flexible second venue, art gallery, and a corner pub named after turn-ofthe-century theatre producer and Sandusky-native, Charles Frohman. His productions included the original stage play Peter Pan, and he gave rise to the careers of Broadway legends. In addition to hosting rotating exhibitions, the art gallery also serves as a museum, featuring pieces of the theatre’s rich past. Both Frohman’s and the gallery keep regular hours during and outside of performance times, bringing the building to life almost every day of the year. Group tours are available, as are group tickets for upcoming performances.
The theatre’s highly anticipated grand reopening arrives in fall 2024. Contact Tiffany Frisch at Shores & Islands Ohio at tiffany@shoresandislands.com to learn more.
Helping Groups Capture Europe’s Beauty Through a Lens
FFor over 15 years, Jim and Magrit Nilsen have been offering group tours for photographers of almost all skill levels in destinations throughout Europe, helping travelers capture truly stunning imagery. Whether it’s Italy, France, Portugal, Slovenia, Croatia or The Netherlands, their business—Photography Travel Tours (photographytraveltours.com)—offers what’s often “the trip of a lifetime” for many.
Jim, who was once a commercial fisherman in Alaska, earned a degree in commercial photography and has worked as a professional photographer for over 30 years. Magrit was born in Austria and holds a degree in architecture, as well as graphic
design. Both skilled and trained artists, the couple help participants with technical and composition instructions in the field, along with post-processing sessions on rainy days. They love sharing their knowledge and seeing the transformation their clients experience, even after only a few days on a tour.
“We guide our clients to some of the most beautiful and photogenic scenes on the planet and help them to create their own photographic masterpieces,” Magrit said. “It’s our goal to make each tour the ‘greatest experience’ and the most fun, positive, memorable, enjoyable and productive photo tour possible.”
All locations including hotels, restaurants and cafes are meticulously researched, with the couple noting they’ll never offer anything that doesn’t top their passion and excitement meter. Their groups max out at 12 participants, allowing for personal attention and camaraderie amongst each other. Some even take multiple tours in a row to make the most of their time in Europe. And while smartphones offer higher quality images than they ever have before, the couple truly believe in the power of an actual camera and the beauty of taking the time to intentionally be making rather than taking images.
“We focus mostly on architectural and landscape
photography. However, our clients who enjoy photographing people get many opportunities to ‘populate’ their images,” Magrit explained, noting the difficulty in choosing a favorite tour. “Each European country we visit has its own unique identity when it comes to culture, architecture, language, cuisine and landscapes. Choosing a favorite would be like choosing a favorite child!”
A highlight for the couple has been creating a viable business together they’re both suited for.
“We can work together, which works out in a beautiful complimentary way, and we get to combine the things we love most: travel and photography,” Magrit shared, adding that sampling local cuisine is also a welcomed perk.
“We’ve also learned over the years that while we can be very well prepared and organized, we also need to be able to turn on a dime if the weather gods conspire against us,” she added. “Unforeseen challenges (but also delightful surprises) do happen and what we’ve learned is to go with the flow and to meet them with some level of equanimity (at least most of the time).”
Their advice for industry newcomers?
“Work hard and put in the research hours to make the experience as enjoyable and as easy as possible—for your clients, as well as for yourself.”
By Sarah Suydam
Building Relationships with Suppliers:
GOING BEYOND TRADITIONAL NETWORKING
PPrior to 2020, many of us had long-existing industry contacts with whom we’d built strong relationships over the course of several years, perhaps even decades. We were always growing, of course, but these thriving connections were not only a benefit to the jobs we do each day, but were downright enjoyable to have!
Fast forward to today, and it’s a whole other story. Unfortunately, the pandemic flipped the world upside down, with many folks opting for an early retirement, job change with another company or leaving the industry entirely. It wouldn’t be untrue to say that for many of us, it felt like starting from the ground up all over again. And at the same time, an influx of industry newcomers are now eager to dive in.
For those looking for insight into building industry relationships in today’s world, we caught up with Jim Coggin, Tourism Sales Manager for Virginia Beach CVB, and Benjamin Maddy, Brand Ambassador for The Fireman Hospitality Group.
NETWORKING WITH SUPPLIERS TODAY
According to Coggin, there’s one thing that hasn’t changed: Being clear and concise in your communications when reaching out.
“[Prioritize] effective communication so you have a clear understanding of everyone’s needs,” Coggin explained. “Deliver results that exceed expectations. When you say you’re going to do something … do it!”
Maddy recommends following up often and staying in communication.
“Make sure to communicate on a regular basis, and don’t wait to share new information or new things coming soon until the annual conference!” Maddy said, advising that when trade show season does come around, to research the companies and organizations you’re meeting with and come to
your appointments prepared with ideas. “People always remember when you go above and beyond!”
It’s also wise to be flexible and share your needs with suppliers and if you have any new itinerary ideas to see where gaps can be filled. You never know what opportunities are ready for groups to enjoy if you don’t have those conversations!
COMMON MISTAKES TO AVOID
While nobody is intentionally trying to tank their industry relationships, there are some all too common mistakes a professional like Coggin sees time and again:
» Not having a clear understanding of your audience—always do your homework.
» Looking at networking as a chore instead of using it to build relationships.
» Not following up with people you’ve met at a networking event.
BE MINDFUL OF COMMUNICATION DIFFERENCES
It’s important to acknowledge the intersection of suppliers and operators/advisors networking and connecting with generations other than their own.
“Everyone has their own preferred method of communication, whether it’s via phone, email, text, etc.,” Maddy said, recommending that those who are unsure simply ask any parties involved what their preferences are! Consider making note of this preference on your end, and also being open about your
own communication style.
For some, face-to-face meetings are still a must, while others don’t find them necessary. Some folks like physical materials to refer to, while others find digital materials to be easiest. Whatever it may be, respect everyone’s decisions and be considerate and flexible in your communications.
“Meet and connect with people outside of your generation—you’ll be surprised at what you learn!” Coggin said, sharing one final tip everyone can use, no matter their level of industry experience.
“The key to any strong and lasting professional relationship is trust; people like to do business with people they trust.”
OOnce the stage curtain rises, audiences all over the world are transported to new destinations, mythical worlds and bygone eras through the power of live performances. From the meticulous costuming and highquality staging to the talent of a production’s on-stage performers and behind-the-scenes pros, it’s hard to leave a live performance without feeling inspired. And a day or night out on the town is always better when a delicious meal is thrown in there!
So grab some snacks and come along as we explore some live performance opportunities groups are sure to love, along with some go-to nearby group-friendly dining options.
Photo
For those loving the energy of New York City, options abound. At the Metropolitan Opera , groups could immerse themselves in the magic of the opera’s ‘24/’25 season, which includes four highly anticipated company premieres along with timeless classics. Soprano Angel Blue makes her long-awaited Met role debut as the title Ethiopian princess who’s torn between love and country in Verdi’s Aida , while young lovesick bohemians are at the center of the revival of Puccini’s La Bohème . Not to miss is also the Met’s annual presentation of Julie Taymor’s abridged, English-language version of Mozart’s The Magic Flute for the winter holidays.
DINING: The Grand Tier Restaurant (located within the opera house itself) offers a convenient pre-curtain and intermission dining option for groups of ten or more, complete with a setting of exquisite chandeliers, original works by Chagall and a view of the Lincoln Center Plaza.
NYCB founders George Balanchine and Jerome Robbins, along with several new works. Group favorites include the charming comedy Coppélia , the passionate Swan Lake , and the magical A Midsummer Night’s Dream . In addition, groups of 10 or more can save up to 30% off regular prices on select repertory performances.
DINING: Popular options include Rosa Mexicana for authentic and elevated Mexican cuisine; P.J. Clarke’s at Lincoln Square for fresh food and frosty drinks; Tatiana by Kwame Onwuachi for cuisine inspired by Chef Kwame’s upbringing in the Bronx and San Juan Hill; and Lincoln Ristorante for an authentic interpretation of Italian cuisine.
As the largest dance company in the U.S. with a roster of nearly 100 dancers and an accompanying 62-piece orchestra, New York City Ballet (NYCB) always brings excellence to the stage, along with their world-renowned athletic and contemporary style. Also located at Lincoln Center, NYCB performs in the David H. Koch Theater, where groups can experience the theater’s jewelry boxinspired design with lights that resemble diamonds, along with a 14K gold ceiling in the lobby Promenade. The ‘24/’25 season is filled with boundless energy and expansive movement, thanks to masterworks from
Of course, Broadway should be on every group’s radar when it comes to live performances.
“Currently, with over 35 Broadway and Off-Broadway musicals and plays to consider, there truly is a show for everyone and booking tickets for a group through Group Sales Box Office is a seamless, one-stop-shop experience,” said Stephanie Lee, President and CEO Group Sales Box Office at Broadway.com. “Group leaders have access to the leading resource of all Broadway information through Broadway.com, and our easy-tonavigate site, content, performance schedules and group rates are only a click away. What elevates the consumer experience is GSBO’s expert sales and marketing team— the only one of its size in the industry, offering real-time service from a team of experienced, trusted professionals who will guide clients as if they were family!”
Receive groups email newsletters, casting announcements and special discount offers by registering at groups.broadway.com.
DINING: “Our clients are loving restaurants like Bond45, Sardi’s, Bocca di Bacco, Carmine’s and Victor’s Cuban Café—to name just a few! Our team is always happy to make trusted and informed recommendations and referrals for restaurant venues,” Lee added.
You can’t think of live performances on Broadway without Disney and ticketing through Disney Theatrical Sales coming to mind. Groups have long loved seeing the awardwinning stage adaptations of these beloved films for years and it’s not hard to see why!
In The Lion King , which has six Indigenous African languages sung and spoken throughout the show, groups are transported to the African Pride Lands to follow young lion prince Simba as he faces adversity while fulfilling his destiny to be king. It’s a show with wildly impressive costuming and staging, with over 232 puppets making an appearance. In Aladdin , audiences will follow the title character as he ventures into a world of daring adventure, classic comedy and timeless romance. The show uses 84 special effects—including a flying magic carpet—and costumes with over 8,000 Swarovski crystals.
DINING: Group-friendly classics abound, such as the hometown feel of Applebees Times Square; the rockin’ vibes at Hard Rock Cafe; and the delicious pizza pies at John’s of Times Square.
In DC, Arena Stage at the Mead Center for American Theater plays host to numerous diverse and innovative works that groups won’t want to miss. A leading non-profit theater, Arena Stage is known for presenting work that explores the diversity of American life, sparking conversation and inspiring action. Groups can expect first-class service from the Theatre’s dedicated Groups Sales team and front-of-house staff to suit their needs, whether it’s a private reception or custom cocktails. Their ‘24/’25 season impresses, with productions like John Leguizamo’s The Other Americans; Data , a suspenseful new play venturing behind the locked doors of Silicon Valley; Agatha Christie’s Death on the Nile ; Untitled Tarell Alvin McCraney Play, a new play about queer love and forest magic from the Oscarwinning screenwriter of Moonlight ; and more.
DINING: Within a short five-minute walk, Station 4 Restaurant offers Arena Stage patrons a special $39 three-course dinner or 10% off a la carte items and 50% off bottles of select wines. Groups could also visit the Theater’s concessions bar for a variety of food and drink options, which could be enjoyed in their spacious cafe or outside on the covered roof-top terrace with views of the marina and Washington Monument.
In Flat Rock, North Carolina, groups will find Flat Rock Playhouse , home to unique, Broadway-quality shows in the beautiful Blue Ridge Mountains. There’s no shortage of hospitality here as groups enjoy the grounds which include 12 active buildings on 14 acres of property. The Playhouse’s season includes a bounty of options, from musicals and plays to family-friendly shows and concert experiences, in addition to an education program. The majority of shows are built on site, along with the creation of each and every costume. Upcoming shows include The Mountaintop ; Cats ; and Mozart to Pop Chart: Volume 3—The History of Rock and Roll ! Don’t forget the wildly popular Flat Rock Playhouse Christmas Show , running November 29December 21.
DINING: Nearby downtown Hendersonville and the charming town of Flat Rock offer a large selection of restaurants. Consider Campfire Grill, a new neighborhood bar and grill; Flat Rock Wood Room, an eclectic smokehouse; and Flat Rock Village Bakery, serving up fromscratch baked goods and other cafe fare.
UNRAVELING THE ENCHANTMENTS OF GROUP TRAVEL IN SAVANNAH
As travel professionals, it’s essential to delve into the intricate tapestry of Savannah, a destination that effortlessly weaves together history, nature and vibrant culture. Allow us to guide you through this charming city and share invaluable insights that will captivate your groups and leave them yearning for more.
Step into the soul of Savannah, where time seems to stand still amid its meticulously preserved historic district. Lose yourself in the labyrinthine cobblestone streets, lined with centuries-old architectural wonders that transport you to a bygone era. Every corner whispers stories of resilience and triumph, inviting you to embark on a journey through the annals of history.
Savannah’s 22 lush squares are not mere parks; they embody tranquility and natural beauty. Picture emerald canopies of live oaks intertwining with wisps of Spanish moss, painting a mesmerizing scene. These havens of serenity blend seamlessly with charming residential houses, house museums, art galleries and local shops and cafes. Every step leads to a new discovery, promising an immersive experience that nurtures the soul.
For those seeking moments of tranquility, Savannah’s waterfront beckons with its panoramic views and idyllic parks. Stroll along the riverfront, basking in the golden glow of the setting sun as it casts a warm embrace over the city. Feel the gentle caress of the breeze as it carries the symphony of waves crashing against the shore. Let the world melt away as you find solace in nature’s embrace.
In search of a different kind of thrill? Ascend to Savannah’s evergrowing collection of stunning rooftop bars and boutique hotels. These havens of indulgence offer breathtaking vistas that stretch as far as the eye can see. Sip on handcrafted cocktails as you soak in the ambiance, creating memories that will linger long after your departure.
Savannah pulsates with vibrant energy fueled by various events and festivals throughout the year. Spring awakens with the Savannah Music Festival, a harmonious blend of genres that echoes through the city’s historic squares. Summer sizzles
with the Savannah Juneteenth Fine Arts Festival, a vibrant celebration of African-American art and culture. As autumn sets in, the Savannah Jazz Festival fills the air with soulful melodies, a testament to the city’s rich musical heritage. Winter unfolds with Savannah Holly Days, a magical transformation that casts a festive spell over the city, illuminating every corner with twinkling lights, holiday cheer and events.
Savannah’s tourism industry boasts a constellation of talented individuals, and among them shines Anjuli King, Director of Domestic Group Tour & Entertainment Sales. Her passion for the city and her dedication to the group travel industry have earned her a spot in Groups Today ’s 2024 Next Gen class, recognizing her as a rising star in the field. Her expertise and enthusiasm are instrumental in crafting unforgettable group travel experiences that exceed expectations.
Beyond the surface attractions, Savannah is a city that reveals its deepest secrets to those who take the time to explore. From the perspective of a local, discover hidden gems and insider tips that will enrich your clients’ journeys. Uncover the city’s culinary delights, from soul-satisfying Low Country cuisine to innovative fusion fare. Explore quirky shops tucked away in forgotten corners, each offering a glimpse into Savannah’s unique character. Inundate yourself in the city’s vibrant art scene, where galleries showcase the works of local and international talents.
In these destination insights, we have merely scratched the surface of Savannah’s boundless charm. We invite you to delve deeper, uncover the essence of this captivating city, and create unforgettable experiences for your clients. Let Savannah cast its spell on your travelers, crafting unforgettable memories that will endure a lifetime.
See visitsavannah.com for more.
TASTE YOUR WAY THROUGH CHICAGO SOUTHLAND
Finding the perfect place to eat can be a very daunting task while traveling. Luckily, Chicago Southland has plenty of unique group-friendly restaurants that are sure to leave groups satisfied. Whether your groups are looking for farm-to-table concepts, award-winning breweries, Chicago-style pizza, fine or family dining, Chicago Southland has something for everyone.
POPULAR OPTIONS INCLUDE:
» Les Brothers Restaurant | Serving up over four decades of excellent service and food, this staple establishment offers groups all the hearty dishes they crave, whether they’re in the mood for flaming saganaki, the soup of the day or a full slab of BBQ ribs.
» Ing’s Palace | A casual, family-owned Asian restaurant specializing in Chinese food, sushi and ramen, Ing’s Palace is perfect for groups looking for the best egg rolls in town. Don’t forget to try their delicious cocktails!
» SoHo Sweets | Groups can satisfy their sweet tooth at SoHo Sweets, a modern, quaint cafe in downtown South Holland that serves up Sherman’s ice cream, Smalltown Coffee, and house-made breakfast, lunch and baked goods.
» Mickey’s Gyros | This casual dining and carry-out experience offers groups tasty items like an Italian Beef Sandwich, a Cajun Chicken Salad, a half-pound Monterey Burger, Gyro Plate and more. Groups could even take advantage of their live video gaming. For more group-friendly dining and information, see visitchicagosouthland.com
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VIRGINIA IS FOR ALL THE LOVERS
IIt’s been 55 years since the slogan “Virginia Is for Lovers” was first coined, and there’s a reason the provocative campaign has remained timeless over decades. More than just a nod to romance or a call to honeymooners, it opens itself up to be interpreted in myriad ways. Is it for lovers of history? Culture? Food? Arts? Recreation? The answer is “Yes.” To all of the above!
Let’s look at some Virginia destinations that offer something for everyone, no matter their heart’s desire.
Lynchburg is known for its rolling terrain, as well as a multitude of historic attractions. The Lynchburg Museum at the Old Court House features antiques, memorabilia, military items, fine art, old photographs and more. There’s also Point of Honor, a Federal-style home turned museum that presents life in the early 1800s. There are guided tours of the house Saturday mornings, or groups can schedule a private tour by appointment and staff availability.
Other top spots that will delight lovers of history are the Anne Spencer House Museum & Garden and Thomas Jefferson’s Poplar Forest. Anne Spencer was an acclaimed Black poet, and the home displays artifacts and furnishings, as well as a lush garden that inspired much of her poetry. Poplar Forest, west of Lynchburg, was Jefferson’s secluded retreat and is now a National Historic Landmark. Tours for both are open by appointment.
After a day of delving into the past, make a stop at Market at Main for dining and shopping.
Lovers of sweets will want to drive over to Highland County , known as the “Maple Syrup Capital of the South.” There are a number of shops where guests can buy maple-themed gifts and see demonstrations. If visiting in mid-March, the Highland County Maple Festival is not to be missed! Other seasonal events are the Highland County Fair, typically held over Labor Day Weekend, and the Hands & Harvest Festival, taking place in early October.
For a peep at some unique art, take a leisurely motorcoach drive along the Barn Quilt Trail, or, for sweeping panoramas in all directions, climb 100-plus steps to the top of Sounding Knob Fire Tower, which is open from sunrise to sunset year-round. History buffs, don’t dismay! There’s The Highland County Museum at The Mansion House and Charles Pinckney Jones House Museum for those interested in the Civil War-era events, architecture and artifacts.
Waynesboro satisfies lovers of culture, entertainment and food alike. See a show or listen to live music at the historic Wayne Theatre, browse the many downtown art galleries or explore the array of street art. There’s more music to enjoy at The Foundry, located in the historic Virginia Metalcrafters Building.
Foodies will want to linger a little longer downtown to dine at one of several locally-owned restaurants—all within a couple blocks of one another. Park at the large, bus-friendly public lot and, from there, the options are endless. And, once again, history abounds in this Shenandoah Valley community. Take a self-guided tour of the Waynesboro Heritage Museum or walk the house, garden and summer kitchen of the Plumb House Museum. Note that Plumb House has limited hours, so plan accordingly! Swannanoa Palace and The Russell Museum are also recommended stops that are popular with groups.
Ocean lovers will want to put Virginia Beach on their itinerary, though there’s so much more than waves and water in this Atlantic shoreline city. Visit Cape Henry Lighthouse, the first federally funded lighthouse and first public works project in the U.S., and walk a few steps to First Landing Cross, which marks the spot where English settlers landed in 1607. Then, head to Virginia Aquarium & Marine Science Museum to learn about coastal habitats and more, plus take a dolphin watching boat tour in spring, summer or fall; or a whale watching tour in winter. The Virginia Beach Surf and Rescue Museum and the Military Aviation Museum are also of special interest in the area.
No trip is complete without a stroll on the Virginia Beach Boardwalk. This renowned three-mile, 28-foot-wide attraction is dotted with nautical sculptures, including a towering King Neptune statue at 31st Street. In summer, live music and outdoor dining abound!
Williamsburg captivates those who love learning about the early U.S. settlements and significant events that shaped the country. The Historic Triangle— consisting of Williamsburg, Jamestown and Yorktown— is called the birthplace of America, and it holds immense cultural and historical significance.
Museums and historic battlefields are in abundance, including the Jamestown Settlement , a museum that presents America’s first permanent English colony in 1607, while also focusing on the Native Americans who occupied the land for centuries and the stories of the first recorded Africans brought to Virginia in 1619. The museum consists of an indoor theater and gallery and outdoor living-history experiences. Watch the film 1607:
A Nation Takes Root and see re-creations of a Paspahegh town, plus board re-creations of the Godspeed and Discovery , two of the three ships that transported the earliest settlers from England.
Williamsburg is also home to Busch Gardens, where lovers of thrill rides and natural beauty will get their fill of both. There’s also plenty of fresh, farm-to-table dining, plus a winery, a meadery, breweries and distilleries. Organizers will want to take advantage of free services offered by Visit Williamsburg, including motorcoach step-on welcomes, driver and group leader amenities and planning assistance. After spending time in Williamsburg, it’ll be easy to see why Southern Living magazine readers have named the city the best small town in the South.
There are many reasons to visit Fairfax County , including its convenient proximity to Washington, DC. It’s only about a 30-minute drive, making it an absolute must to include in any itinerary. But, let’s take a look at what to do in the Virginia part of the region! For lovers of flora and fauna, make a day of it at Meadowlark Botanical Gardens and Korean Bell Garden, a 95-acre expanse located in the city of Vienna. Oenophiles will want to sample and sip at The Winery at Bull Run, situated in the shadow of Manassas National Battlefield Park, and military enthusiasts should plan for an afternoon at National Museum of the United States Army.
Also in Fairfax County are George Washington’s Mount Vernon and George Mason’s Gunston Hall. The homes of America’s first president and the Father of the Bill of Rights are within a few miles of each other, along the scenic and momentous Potomac River. With America’s 250th Anniversary on the horizon in 2026, these two sites will be especially meaningful.
Making the Most of the Multi-Generational Travel Trend
MMulti-generational travel is undoubtedly a growing sector of the group travel market. According to the Family Travel Association (FTA) 2023 U.S. Family Travel Survey, over 50% of parents say they’re planning to travel with both their grandparents and children, indicating more family groups on the road.
MULTI-GENERATIONAL TRAVEL’S POPULARITY
Ken Shapiro, President of the Board for FTA, says a growing number of parents see a benefit in traveling in family groups.
“Coming out of the pandemic, there was a big desire to spend time with loved ones, and combining that with a much-needed vacation was a win-
win,” Shapiro said. “These days, we also see that multi-generational travel provides great opportunities to do a variety of activities—some with the whole group and other times just with the smaller family unit.”
Peter Bopp, FTA’s Director of Research, agrees, noting multigenerational travel has always been strong but continues to grow, with a couple themes emerging from their collected data.
“The motivations behind multigenerational travel are driven by a desire to bond as a family, and for family travel to provide the ability of parents and grandparents to spend more quality time with their children or grandchildren away from the demands of daily life,” Bopp shared. “Parents and grandparents also like the ability to create special memories for their children and grandchildren, and to enhance their children’s education through travel’s ability to provide cultural, social and historical insights.”
HOW GROUP TRAVEL PROS CAN BE A PART OF IT ALL
The demand for tour operators and travel advisors within this sector is strong, seeing as so much planning goes into these kinds of trips.
“Traveling families have a lot of stress points and sometimes very specific needs,” Shapiro explained. “A travel advisor or tour operator that helps alleviate those pain points can win customers for life. Parents are so overwhelmed these days that having someone who makes the planning easier is a huge relief—whether that’s booking a
KEN SHAPIRO President of the Board, Family Travel Association
group at an all-inclusive where they don’t have to worry about meals or with tour operators who can handle all the logistics and activities.”
Bopp says tour operators and travel advisors can best capitalize on the demand for multi-generational travel by creating products tailored to this market’s needs and being knowledgeable about offerings that meet customer interest.
“Multi-generational travel planning is more complex than nuclear family travel, as it involves different generations with different interests, needs and travel styles,” Bopp said. “Demonstrating expertise and desire to cater to the needs of multi-generational family travelers is critical to capturing your piece of this growing pie.
Marketing your special offerings for multi-gen families and ensuring you provide personalized service at every step of the planning and delivery process will be the best way to capture market share.”
Special occasions and milestones such as anniversaries, birthdays
and graduations are also worth capitalizing upon.
“These occasions can be incorporated into tailored products and services offered to families and can be themes for marketing and sales campaigns to build business,” said Bopp, recommending joining associations such as the FTA and becoming certified family travel providers/advisors to build your business.
ADDITIONAL CONSIDERATIONS
Multi-generational travel is poised to continue on its upward trajectory, therefore making it a profitable segment of the industry worthy of increased focus. Shapiro recommends keeping a few factors in mind if you’re currently planning or want to begin planning multigenerational travel.
“Be flexible and provide opportunities for the group to be together sometimes, but also be apart at others,” Shapiro said, noting that like many travelers these days, multi-generational groups crave activities that are special and unique. “Today’s parents—and grandparents— are not slowing down as they get older. Don’t be afraid to suggest adventurous activities just because some of the people in the group are a bit more mature.”
Finally, he adds, tour operators and travel advisors should be sure to get the kids involved in the planning process.
“All the research shows that having the kids involved early on makes the trip go smoother for everyone.” FEATURED IN THIS ARTICLE:
Dane Bono
Senior Tour & Travel Sales Manager, New Orleans Steamboat Company & Gray Line New Orleans
Edited by Sarah Suydam
DDane Bono, Senior Tour & Travel Sales Manager for New Orleans Steamboat Company & Gray Line New Orleans, got his start with the company in 2002 as a group sales team junior member, focusing on the social market and student groups. It was common to see Bono giving lectures to boy scouts in the steam engine room of the Steamboat NATCHEZ or holding a live alligator at the swamp.
A few years later, Bono traded in his steamy days and shrimp boots for suits and bow ties, with a current role that includes third party rate contracting, management of all group sales and tour series/tour operator accounts, in addition to business development via targeted industry trade shows.
As Gray Line New Orleans celebrates 100 years of showcasing the city to visitors, we caught up with Bono to learn the latest.
What has helped make Gray Line New Orleans so successful over the last 100 years?
It’s a powerful combination to have the global brand awareness of Gray Line Worldwide but also be a locally owned, family-centered company. Out of our 149 fulltime employees, nearly one third have been with us for 10-plus years and 23 have been with us for over 20. That kind of rare loyalty goes both ways. The tourism industry can be cyclical and also vulnerable to outside forces. Our shared experience also goes a long way in working through industry changes and working together in times of struggle.
What are some notable changes the company has experienced in recent years?
Our tour offering typically balances must-see attractions with unique, new tour concepts from our development team. The pandemic limited us to offering only the most popular tours but now that it’s behind us, we’ve enhanced our ‘Ghosts & Spirits Walking Tour’ with three augmented reality experiences, commissioned by local artist Marcus Brown—a Gray Line exclusive! Our ‘City & Cemetery Tour’ now includes a brief stroll through the city’s famed Garden District. We’re always evolving based on guest and guide feedback.
What opportunities do you see for the future of Gray Line New Orleans?
We recently added new MCI motorcoaches, expanding our charter services division so we’re able to provide local and over the road service.
With the help of our in-house destination company, Visit New Orleans, we produce private events and second line parades. We have an intimate working knowledge of our guides’ special interests, allowing us to easily curate custom experiences focused on specific aspects of New Orleans’ rich culture and history. We’re truly your Local Sightseeing Experts!
