2024 Readers’ Choice
NOVEMBER/DECEMBER 2024
Volume 22, Issue 6
GROUPS TODAY IS PUBLISHED BY:
Serendipity Media, LLC 866-252-7108 www.serendipity-media.com
PRESIDENT & PUBLISHER
Kasie Smith
ART DIRECTOR
Courtney Van Hagen
MANAGING EDITOR
Sarah Suydam
GRAPHIC DESIGNER
Emily Alspaugh
ACCOUNTING & OPERATIONS SPECIALIST
Megan Marshall
MARKETING COORDINATOR
Hannah Hohman
OFFICE COORDINATOR
Maggie Mutch
MEDIA CONSULTANT
Haleigh Gerwig
haleigh@serendipity-media.com
MEMBERS OF:
Student & Youth Travel Association
American Bus Association National Tour Association Circle Michigan Ontario Motor Coach Association
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© 2024 Serendipity Media LLC
PLANNER PROFILE
Trisha Fridrich: An Industry Advocate Focused on Growth and Challenging the Status Quo page 4
5 MINUTES WITH... Stephen Ekstrom: 2025 Predictions page 20
ISSUES
The Ethical Use of AI in Group Travel page 6
EDUCATION The Magic of the Mystery Tour page 18
A NOTE FROM THE MANAGING EDITOR
This issue is always a special one, as it reveals our annual Readers’ Choice Awards winners and honorable mentions! We asked you, our community of group travel professionals, to tell us who you think are the best in group travel. From favorite destinations, experiences and hotels to attractions, shopping and more, we got the low-down from all of you! Now, it’s time to see the results. Turn to page 8 to see who made the list for 2024.
Also in this issue, we sit down with industry advocate Trisha Fridrich, who has not only had an interesting journey to her current role with All Aboard America Holdings, but also played an integral part in securing relief funding for the motorcoach industry during the pandemic. Her story and perspectives can be found on page 4.
As always, we delve into topics that matter most to the industry, including the ethical use of AI in group travel (pg. 6), what makes mystery tours so alluring for travelers (pg. 18) and more. And of course, as we close out 2024 and prepare to welcome a new year once more, we caught up with our friend Stephen Ekstrom from Tourism Academy (pg. 20) to get his expert predictions for what’s to come for group travel in 2025. We can hardly contain our excitement!
Wherever your travels take you this season, the team here at Groups Today hopes your journeys are safe and your holidays are happy!
SARAH SUYDAM Managing Editor sarah@serendipity-media.com
Send your stories, suggestions and thoughts to:
535 Cascade West Parkway SE Grand Rapids, MI 49546
sarah@serendipity-media.com
MORE THAN JUST A MAGAZINE
An Industry Advocate Focused on Growth and Challenging the Status Quo
TRISHA FRIDRICH
PPost-college graduation, Trisha Fridrich fell into the travel and motorcoach industry through working for a sightseeing tour company.
“The plan was to work there for a year and I ended up there off and on for 16 years,” said Fridrich, who started as the office manager and ended her time running the company’s P&L and driving growth through improvement of operational efficiency and major marketing campaigns. “Over the years, I also had my hand in driver scheduling, insurance renewals and our FMCSA safety protocols.”
Fridrich learned from experienced leaders along the way and made life-long friends before pursuing her MBA at Vanderbilt and starting her own consulting business. From 2016-2021, she worked with a variety of travel partners doing technology implementation and growth initiatives.
Today, as Vice President of Business Development and Marketing at All Aboard America Holdings (AAAHI), Fridrich boasts over 20 years of industry experience, and through her work, earns new and renewal business through RFPs, manages the company’s digital footprint, engages in strategy throughout their various brands and more.
During 2020, Fridrich was an integral part of a small group of bus operators and vendors who came together to support
industry lobbying efforts related to COVID-19 economic relief, eventually securing $2 billion in stimulus funding. She was later honored by ABA with the 2023 Women in Buses Operational Excellence Award.
“I was introduced to AAAHI in 2020 through the advocacy work I was doing and joined the team in 2021,” shared Fridrich, who’s particularly proud of the work she contributed to the motorcoach industry receiving CERTS funding. “I volunteered my time for 40 hours a week for six months to help connect motorcoach companies with their federal representatives. I sent more than 10,000 emails and, alongside a group, helped set up more than 300 meetings with Congress. In 2020, there was very little hope the motorcoach industry would see the recovery we’ve seen over the past three years. It was a meaningful amount of money for a lot of businesses.”
Fridrich believes there should be a balance between technology and real-life experience in business.
“Yes, I want to book tickets online, but if I need help, I don’t want to engage with a broken chat bot,” Fridrich shared. “I’m a big believer in process automation and using technology to increase efficiency, but I want to be welcomed aboard by a person who smiles at me and says,
By Sarah Suydam
‘Have a nice trip!’ There’s no replacement for great hospitality.”
A believer in pushing boundaries, working hard and getting things done, Fridrich encourages industry newcomers to try things they’ve never thought possible.
“Projects that seem impossible will often have incredibly interesting results. You’ll learn a lot about whatever you’re working on and a ton about yourself,” Fridrich said. “Also, follow-up and follow through. You’d be surprised what happens when you do this consistently.”
The biggest lesson she’s learned so far?
“Get outside your comfort zone. It’s never as scary as you thought it would be.”
Fridrich is a self-proclaimed “House Plant Lady” who once lived in an RV and traveled around the U.S. for six months. She also has degrees in business, chemistry and sociology, and can code Ruby on Rails and do data analysis with machine learning tools.
The Ethical Use of AI in Group Travel
It seems everywhere you look, there’s talk of artificial intelligence (AI) and its effect on our personal and professional lives. Those in the travel industry may be wondering what it’s all about or even be nervous AI will replace their job. Thankfully, travelers still seek human connection and are appreciating travel advisors and tour operators at a growing rate.
I
Having a healthy perspective of AI is vital as it continues to change and its uses grow in the world around us. It’s important to frame AI as a tool to help you in your work, versus something that’s going to “do the work” for you. While planning and executing your group travel outings, be sure to keep these tips and considerations in mind.
WHAT TO AVOID
Over-promising or misleading content: The use of artificially generated imagery and visuals can be particularly problematic for a number of reasons. If you’d like images of travelers enjoying a particular destination or attraction but don’t have any original photography of your own, see if you can request some from local DMOs, CVBs and suppliers who’ve likely hired local photographers, or ask past travelers if they have any images they’d be willing to let you use. The last thing you’d want is AI generating an unrealistic image of a place, adding in extra fingers, or accidentally falling victim to the discriminatory bias AI systems have been known to have regarding race, gender, age or other characteristics.
Not fact-checking: Sure, AI can generate an itinerary for you based on a group’s specific needs and interests. However, if you choose to go this route, it’s vital to fact check the information you’re given (confirming establishments still exist, are open, have the focus you’re looking for, are within a realistic distance from one another, etc.). Often, folks use AI as a jumping point to discover places they may not have known about, but … DMOs and CVBs—the boots on the ground—can also accomplish this for you.
CAN AI HELP? SOME CONSIDERATIONS …
Improving efficiency and growing operations: Whether it’s summarizing an itinerary, handling sensitive data, drafting a marketing email or otherwise, a number of AI platforms have been developed to help professionals better manage time-consuming tasks. It’s important to note, however, that these advancements don’t mean a job should now be done by AI versus a real person. On the contrary, these platforms should be utilized as a tool to help existing team members and leaders build and grow efficiency in order to better serve their clients and travelers. Less time on prolonged tasks means more available time for innovation, ideation and creativity.
Staying in-the-know: One advantage of AI is being able to receive information quickly as it’s happening. Group travel professionals could use initial alerts provided by AI regarding potential risks (global events, weather, flight delays, political situations, etc.) as a springboard to reach out to partners to manage any necessary pivots while also keeping traveler safety top of mind. Predicting pricing trends is also another plus when it comes to a jumping point for your planning. Looking for new itinerary theme ideas? Ask about popular trends within a demographic in order to begin your brainstorming.
Ultimately, group travel professionals should always prioritize authenticity and client satisfaction. Part of accomplishing that goal is ensuring that as the industry evolves, we’re able to ethically evolve with it—while maintaining the integrity travelers have come to not only expect but require.
2024 Readers’ Choice
CVB OR DMO: CITY/REGION
Nashville Convention & Visitors Corp
Nashville generates one-third of all visitor spending in Tennessee, and Nashville Convention & Visitors Corp plays a strong role in that success. The CVC expertly serves the Music City hospitality community and successfully shows the world why Nashville is a premier entertainment destination for travelers who seek authentic and unique leisure and convention experiences.
HONORABLE MENTION:
Explore Branson | Pigeon Forge Department of Tourism | Visit Detroit | Visit Virginia Beach
CVB OR DMO: STATE/PROVINCE Enjoy Illinois
Whether in the bustling Chicago streets or within the state’s 70 state parks and recreation areas, Illinois has much to offer traveling groups. And with efforts like prioritizing and showcasing the state’s inclusive LGBTQIA+ experiences and campaigns highlighting the state’s natural beauty, it’s easy to see how Enjoy Illinois has contributed to the state’s record tourism growth.
HONORABLE MENTION:
I Love New York | Pure Michigan | Travel Wisconsin | Visit California
White Mountain Hotel & Resort
North Conway, New Hampshire
Nestled near New Hampshire’s scenic White Mountains, groups will find an escape from the ordinary at White Mountain Hotel & Resort. For over 30 years, this iconic hotel and four-seasons resort with incredible views has welcomed groups like they’re family, whether it’s for a golf getaway, ski holiday, or simply to enjoy the hotel’s exceptional accommodations and staff.
HONORABLE MENTION:
Drury Hotels (multiple locations) | Gaylord National Resort & Convention Center (National Harbor, Maryland) | Grand Hotel (Mackinac Island, Michigan) | Fairmont Le Château Frontenac (Québec City, Quebec)
BEER, WINE OR SPIRIT TRAIL/SCENE
Milwaukee, Wisconsin
Options for raising your glass abound in Milwaukee! Whether groups choose to visit the original Pabst Blue Ribbon Brewery, sip some spirits at Great Lakes Distillery (Wisconsin’s first since Prohibition), socialize on the Lake Michigan shore at South Shore Terrace Kitchen & Beer Garden or otherwise, Milwaukee has the thirst-quenching libations groups seek.
HONORABLE MENTION:
DINING EXPERIENCE
Golden Corral
multiple locations
Golden Corral knows how to please a crowd, so groups can be assured their dining experience at any of the brand’s locations around the country will deliver. From special food allergy accommodations and extended group hours to an endless buffet of home-style favorites, there are a number of reasons why Golden Corral remains a group favorite.
HONORABLE MENTION:
Grand Hotel Buffet and Afternoon Tea (Mackinac Island, Michigan) | Buca di Beppo (multiple locations) | Skylon Tower Revolving Dining Room (Niagara Falls, Ontario) | Cabbage Island Clambakes (Boothbay Harbor, Maine)
Finger Lakes Region, New York | Kentucky Bourbon Trail | Quad Cities Ale Trail | Temecula Valley Wine Country
HANDS-ON EXPERIENCE
Corning Museum of Glass
See glass in a new light! Home to the world’s most comprehensive collection of glass—including 50,000 objects representing more than 3,500 years of history—is the Corning Museum of Glass. Watch live glassworking demonstrations, take part in a “Make Your Own Glass” session, peruse the Contemporary Art + Design Wing and more.
HONORABLE MENTION:
Disney Theatrical Sales Broadway Workshops | Maine Mineral and Gem Museum | Maritime Museum of San Diego | Rock & Roll Hall of Fame
SIGHTSEEING TOUR
Boggy Creek Airboat Adventures
Providing airboat tours since 1994 within the Central Florida Everglades, Boggy Creek Airboat Adventures offers groups a chance to see native wildlife in their natural settings. Take a sunset airboat tour to admire the glowing evening light, or opt for a night airboat tour, where groups are guaranteed to encounter nocturnal hunters like the American Alligator.
HONORABLE MENTION:
City Cruises by Hornblower | Gettysburg Battlefield Bus Tours | Old Town Trolley Tours | Untouchable Tours: Chicago’s Original Gangster Tour
Niagara Falls
FESTIVAL
New Orleans Jazz & Heritage Festival
A 10-day cultural feast that welcomes 400,000 visitors each year, New Orleans Jazz & Heritage Festival (also known simply as Jazz Fest) is a long-standing favorite. It’s because of the event’s unforgettable music, delicious Louisiana cuisine, crafts artisans and welcoming vibes that festival goers choose to return year after year.
HONORABLE MENTION:
Biltmore Blooms | National Cherry Blossom Festival | Tulip Time | Virginia Arts Festival
OBSERVATORY VIEW
Empire State Building Observatory
Through the mist, views of Niagara Falls from both the U.S. and Canada are a group favorite for taking in some fresh air and outdoor enjoyment. This natural wonder could be viewed a number of ways, including up close and personal aboard Maid of the Mist , from the air via helicopter and more.
HONORABLE MENTION:
Cadillac Mountain, Acadia National Park | Central Park, New York City | Grand Canyon National Park | Pikes Peak, Colorado
Multiple exhibits and unobstructed views await the millions of people who visit the Empire State Building Observatory each year. It’s here groups could see 360-degree views of New York, Brooklyn and Queens, and on the clearest days, see as far as six states, including New Jersey, Pennsylvania, Connecticut, Massachusetts and Delaware. Now that’s a view!
HONORABLE MENTION:
CN Tower | Palomar Observatory | Skydeck Chicago | Top of the Rock
GARDEN, CONSERVATORY OR BOTANICAL GARDEN
Frederik Meijer Gardens & Sculpture Park
Recognized as one of the nation’s most significant sculpture and botanic experiences, Frederik Meijer Gardens & Sculpture Park has welcomed more than 15 million guests since its 1995 inception. Here, groups could explore Michigan’s largest tropical conservatory; five indoor theme gardens; outdoor gardens, nature trails and boardwalk; sculpture galleries; library; café; gift shop and more.
HONORABLE MENTION:
Brookgreen Gardens | Dubuque Arboretum & Botanical Gardens | Longwood Gardens | New York Botanical Garden
MUSEUM
The Met
PERFORMANCE OR ENTERTAINMENT VENUE/DISTRICT Grand Ole Opry
Celebrating 100 years in 2025, the Grand Ole Opry has been entertaining audiences for decades. Known as “the home of country music” and “the show that made country music famous,” the Opry is the world’s longest-running live radio show, with 5,000 (and counting) consecutive Saturday night performances. It’s here that country music fans feel right at home!
HONORABLE MENTION:
Broadway | Dr. Phillips Center for the Performing Arts | Red Rocks Amphitheatre | Symphony Hall (Boston)
Founded in 1870, The Met presents over 5,000 years of art from around the world to visitors looking to explore ideas, cultures and art from across time. One of the world’s largest and finest art museums, The Met offers groups endless opportunities for discovery, including through private group tours.
HONORABLE MENTION:
9/11 Memorial & Museum | Henry Ford Museum of American Innovation | Philadelphia Museum of Art | U.S. Holocaust Memorial Museum
ADVENTURE ATTRACTION
Pink Jeep Tours
Off-road adventure has never been more fun than with Pink Jeep Tours, which offers groups signature excursions in Sedona, the Grand Canyon, Las Vegas, the Smoky Mountains and Branson. Expertly trained and certified guides ensure groups can admire nature in all its glory safely and comfortably while riding in one of their over 150 cutting-edge (and pink) vehicles.
HONORABLE MENTION:
A Grape Escape Hot Air Balloon Adventure | Adventures on the Gorge | City Climb at Edge NYC | CLIMB Works Smoky Mountains
CASINO
Resorts Casino Hotel
Known as the resort that brought gaming to Atlantic City in 1978, Resorts Casino Hotel is all about focusing on the fun. In this relaxed environment, groups could enjoy world-class casino action, a Landshark Bar and Grill open year-round right on the sand, in-game and general sports betting, two VIP slot and table player lounges, and more.
HONORABLE MENTION:
Oaklawn Racing Casino Resort | Foxwoods Resort Casino | Gun Lake Casino | Potawatomi Casino Hotel
SHOPPING
Shipshewana Stores & Shops
AMUSEMENT PARK
Universal Orlando Resort
At Universal Orlando Resort, groups are able to experience epic stories and exhilarating adventures in astonishing and immersive ways. From thrilling coasters and the magical Wizarding World of Harry Potter™ to drop water slides at Volcano Bay and everything in between, groups of all kinds will find something to cheer about.
HONORABLE MENTION:
Dollywood | Hersheypark | Six Flags Properties | Walt Disney World Resort
BEACH DESTINATION
Virginia Beach, Virginia
In “The Heart of Amish Country,” groups will find the stores and shops of Shipshewana, full of handmade goods and bites that keep visitors coming back all year long. Whether it’s for the Midwest’s Largest Flea Market in the summer months, the scenic countryside cottage shops or otherwise, Shipshewana and LaGrange County welcome groups of all kinds.
HONORABLE MENTION:
American Dream | Mall of America | The Mall at Millenia | Simon Properties
Offering a beach for every personality, Virginia Beach is the ultimate place for sunshine, fun and peace of mind. Whether groups choose Oceanfront Beach for entertainment, the gentler waves of Chesapeake Bay or the pristine and secluded Sandbridge Beach, it’s never been easier to enjoy the waves from a lounger or to get out on the water themselves.
HONORABLE MENTION:
Myrtle Beach, South Carolina | Outer Banks, North Carolina | San Diego, California | Florida’s Emerald Coast
U.S. MAIN STREET/DOWNTOWN DISTRICT
Bourbon Street, New Orleans
In the heart of New Orleans’ French Quarter is Bourbon Street, where revelry and excitement are always on tap. Whether your groups are looking to enjoy a strolling libation, dinner on a balcony, live music or simply the energy of the crowds, Bourbon Street is always a good idea.
HONORABLE MENTION:
German Village, Columbus, Ohio | Greenwich Village, New York City | Mackinac Island, Michigan | Savannah, Georgia
DESTINATION OF THE YEAR: CANADA
Montréal, Québec
DESTINATION OF THE YEAR:
UNITED STATES
Louisville, Kentucky
Bourbon reigns supreme in Louisville, which has earned the nickname “Bourbon City.” Here, groups could choose from a variety of urban distilleries and tasting experiences, in addition to taking a bite out of the city’s thriving culinary scene. Try a “hot brown” sandwich, wear your best hat to visit the Kentucky Derby Museum, honor the legacy of “The Greatest” at the Muhammad Ali Center, and more.
HONORABLE MENTION:
New Orleans, Louisiana | New York City, New York | Orlando, Florida | Washington, DC
DESTINATION OF THE YEAR: INTERNATIONAL England
Known as the largest french-speaking city in North America, Montréal possesses a historic legacy all its own. Strolling the 18th-century cobblestone streets of Old Montréal, enjoying a festival, dining on poutine and bagels, and visiting one of the city’s many museums and galleries are just some examples of the Canadian destination’s popular group activities.
HONORABLE MENTION:
Niagara Falls, Ontario | Ottawa, Ontario | Québec City, Québec | Vancouver, British Columbia
With plenty to see and do, England gives groups a look at history, scenery, food, art and more. From a traditional British afternoon tea and sightseeing cruise down the River Thames, to a rousing English football match, to a double-decker bus tour of historic architecture and landmarks throughout London, England remains a top choice for visitors crossing the pond.
HONORABLE MENTION: France | Germany | Ireland | Italy
EMERGING DESTINATIONS Dubuque, Iowa
Situated along the Mississippi River, Dubuque, Iowa is a scenic destination that’s rich in history and diverse attractions. With a central location in the Tri-State of Iowa, Wisconsin and Illinois, it’s an accessible destination that offers year-round activities, in addition to a unique culinary scene.
The Field of Dreams Movie Site, two Smithsonian-affiliate museums, casinos, river cruising, theaters and an incredible botanical garden are just some of the options awaiting visiting groups.
“Readers are excited about our destination because of the city’s transformation into a vibrant, affordable destination offering something for everyone,” said Becky Carkeek, Group Sales for Travel Dubuque, which offers many complimentary services for travel planners. “We can get our groups up close with history and let them see, touch and feel what sets us apart.”
Dubuque is also known for their Historic Progressive Dinner, where guests embark on a culinary journey to three historic locations and hear the history of each along the way.
“Conversations with Ghost Players occur at the Field of Dreams Movie Site, and there are also tours of a historic entrepreneur home—the Mathias Ham House,” Carkeek said. “Explore the arts by seeing over 50 street art murals in our downtown area and eat fresh produce on the farm tour at Convivium Urban Farmstead.”
Whether it’s the “heavenly” caramels made by the nuns at Our Lady of the Mississippi Abbey, the shortest, steepest, funicular in the world, the fifth-largest collection of Tiffany stained-glass church windows or otherwise, Dubuque demonstrates why it’s certainly on the rise for groups of all kinds.
HONORABLE MENTION:
Cape Cod, Massachusetts | Colorado Springs, Colorado | Puerto Rico | Scottsdale, Arizona
SPOTLIGHT
AON TRAVEL
Replacement
Guide
and Escort Expense
Thanks to offerings from Aon Affinity Travel Practice , if an injury or illness strikes, the tour will still go on!
If a tour participant or guide becomes sick or injured and hospitalized it can disrupt the entire tour. Does the tour operator stay with the group or the hospitalized person? Who suffers: the injured/ill person or the entire tour? What is the right thing to do?
With Aon’s new coverage enhancement, you now have a contingency plan that avoids disruption of the scheduled itinerary, keeps your valued customers happy, provides comfort to the injured/ill party, and doesn’t cost you anything out of pocket.
COVERAGE INFORMATION
Provides the tour operator with up to $5,000 per occurrence/aggregate to:
1. Retain the services of a substitute tour guide to take over tour duties, or …
2. Travel expenses for the insured to take over the hospital watch or the ongoing tour guide duties, or …
3. Travel expenses for the family, next of kin, companion of the hospitalized participant to relieve the tour guide of the hospital watch duties.
CLAIM EXAMPLE
This hypothetical claim example would be paid under this new coverage:
A tour participant falls down a ravine during a trail hike. They are rushed to a local hospital and admitted to the intensive care unit. The injured participant was part of a group of 20 travelers. In the morning, the group is supposed to depart by boat for their next destination. One of the two guides must stay behind with the hospitalized participant until a family member can reach them. The tour operator reaches out to a local contact who is able to retain the services of a replacement guide. It will cost the tour operator an additional $4,900 for the new tour guide’s services.*
Affinity Travel Practice is excited to share the availability of this new and unique product. For more information, call 1.800.803.1213 or visit aontravpro.com
Reimbursement *Claims examples are for illustrative purposes only.
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By Sarah Suydam
DDoes the idea of booking a trip without knowing where you’re going or what you’re doing until you arrive at the airport excite you? You wouldn’t be alone. Some travelers know they want to get out and see the world, but either aren’t sure where they’d like to go or wish someone else (an expert) would simply choose for them. Enter: mystery travel.
Also referred to as “surprise travel,” mystery travel is growing in popularity, with professionals like Lillian Rafson, Founder and CEO, Pack Up + Go, helping lead the way. Her company has planned over 20,000 trips for over 43,000 travelers since 2016, with occasions ranging from birthdays, anniversaries and babymoons to retirements and every other imaginable life event.
When you remove the stress of planning and add in spontaneity and excitement (aka the fun parts),
The Magic of the Mystery Tour
it’s not hard to see why the idea of mystery travel is attractive.
“The trend is growing in large part due to the novelty of the element of surprise, but also because of how easy a surprise vacation is [for travelers] to plan,” Rafson explained. “We all have to make so many decisions every day, but with a surprise vacation, your only task is to guess where you’re going, and enjoy the ride!”
The Pack Up + Go process specifically includes travelers going online, choosing the type of trip they’re interested in (Plane Trips, Road Trips, Outdoors Plane Trips, Outdoor Road Trips, or You Pick Trips), and then completing a pretrip survey. It’s then that travelers share their travel dates and budget; where they’ve traveled recently; any upcoming trips; if there are any places they visit frequently or
don’t feel safe visiting; the types of activities they enjoy; any dietary or mobility restrictions; and more.
Each trip is then thoroughly researched and planned by an in-house Pack Up + Go travel planner, who also books airfare, reserves accommodations and plans in-destination activities. Essentially, a travel matchmaker.
“One week before departure, travelers receive an email with the weather forecast for their destination, recommended items to pack, and where to go and when for their departure,” Rafson said. “We then mail an envelope that we encourage travelers to keep sealed until the day of their trip. The morning of departure, travelers go to the airport or get in their car for their trip, open their envelope to reveal their destination, and they’re off!”
Each Pack Up + Go trip comes with
24/7 traveler support, something group travel professionals should plan to offer in some form if they’re considering planning mystery travel of some kind. And of course, always have a backup plan and outline in advance—likely in your contract—how you’ll handle a client potentially being displeased with their given destination.
Rafson shared that in addition to gathering preliminary information, part of making their mystery travelers feel comfortable is the choice to limit all of their trips within the domestic U.S., which she says simplifies potential complications and reduces safety concerns.
“Especially with the element of surprise, we want travelers to feel
confident that they can use their phone, know the language, and don’t have to deal with the logistics of international travel!” she said. “Our team also always keeps a close eye on weather and current events so that we can work with travelers in case we think their trip will be impacted. We always say that while we love surprises, we prioritize safety!”
While it may seem intimidating to consider planning mystery travel (or enjoying it yourself), the buildup of excitement and customized touches of this type of offering ensure that groups who want to take “letting go” to a whole new level will have an experience they’ll surely never forget.
ADVERTISER PAGE
Kasie
Stephen Ekstrom
2025 PREDICTIONS
Edited by Sarah Suydam
WWhat’s to come for group travel in 2025, according to Stephen Ekstrom, Chief Strategist at The Tourism Academy.
What trends do you predict will emerge in 2025?
In 2025, we can expect destinations to increasingly focus on delivering authentic local experiences that align closely with their community values and heritage. Travelers are seeking deeper connections and activities that stray from the typical tourist destinations, offering meaningful engagement with local culture. This shift will lead to more opportunities for visitors to contribute positively to the communities they visit, whether through eco-friendly practices, communitydriven projects or immersive cultural exchanges.
Destinations will likely prioritize experiences that highlight their unique character and create avenues for visitors to give back and learn valuable life lessons. The emphasis will be on creating more thoughtful, sustainable, impactful tourism that fosters mutual respect and understanding between travelers and host communities. Look for programs that integrate public service and engage in meaningful personal interactions, reflecting a broader trend toward responsible and enriching travel.
What do you think we might see less of?
We’re likely to see a decline in consumptive tourism— where travelers merely observe without engaging. Instead, the focus will shift toward immersive and participatory experiences. Travelers will seek out opportunities to actively explore and engage, moving away from passive sightseeing. This shift will favor meaningful, authentic interactions over flashy attractions.
Additionally, we can expect a growing emphasis on value and uniqueness rather than mere cost. Travelers will prioritize enriching experiences that offer genuine connections and memorable moments, appreciating the
deeper value in exploring a destination’s true character. This reflects a broader trend toward thoughtful immersive travel that celebrates local culture and fosters a more profound understanding of each destination.
How do you predict the market will change?
The group tour market is poised for significant transformation. With heightened consumer confidence following an election year and a period of economic turbulence, travelers are eager to explore new horizons. We can anticipate a surge in interest toward international destinations and secondary or lesser-known locales, as travelers seek distinctive and less-crowded experiences. Additionally, a strengthened dollar and stabilized costs will make travel more accessible and appealing. Group tours will likely benefit from these trends, with a demand for offthe-beaten-path experiences. Tour operators might focus on crafting customized, value-driven packages catering to this shift, emphasizing immersive and culturally rich experiences. This evolving market landscape will encourage innovation and adaptability, as travelers seek meaningful and memorable journeys beyond traditional tourist spots.
What opportunities for growth do you see?
1. Sustainable Travel: Expect a surge in demand for eco-friendly tours prioritizing environmental conservation and responsible travel practices.
2. Authentic Experiences: Immersive itineraries offering genuine local interactions, cultural experiences, and unique adventures beyond traditional attractions.
3. Customizable Packages: Personalized and flexible tour options will become more popular, catering to specific interests and needs.
4. Wellness Tourism: Tours incorporating wellness elements, such as yoga retreats and spa experiences, will attract those looking for holistic and healthfocused travel.
Photo © Stephen Ekstrom
