1 minute read
Travel Trade
OBJECTIVE:
To attract motor coach and other visitor groups (FIT), y n’ drive, escorted groups - both domestic and international, to Florence/Lauderdale County and the Shoals area.
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MARKET OVERVIEW/STRATEGY:
An aggressive and strategic e ort will be made to capitalize on the Shoals advantage to attract group tours to the area. Operators have indicated rst-hand that there is an increased interest in the area because of the popular “Muscle Shoals” documentary and niche attractions that are attractive to group travelers, such as the Rosenbaum House, Indian Mound Museum, Helen Keller Home (Ivy Green) and Tom’s Wall.
Group tour business still lagged through 2021 with some operators requesting tours in the latter half of the year. Bookings for 2022 are beginning to pick up with the promise of a more customary schedule by summer of ’22.
Rezgo, an independent software agency focused on tour travel, has cited several possible scenarios for travel in 2022, with physical distancing topping the list. Those that are risk-averse will travel in “bubbles” to reduce the risk of COVID transmission. With RV sales skyrocketing, road tripping and VFR segments are important markets to capture in 2022.
According to the AARP and their sources, travel will not fully recover until 2023. E orts in this market will be light, to focus on higher yielding markets including sport and leisure. Highlighting outdoor events, festivals and venues will be a priority. Maintaining good communication with operators who have a high propensity towards The Shoals will be important to remain top of mind and relevant for future planning.
Visit the Shoals will attend both the International and Domestic marketplaces for Travel South.
2022 TARGETS:
Increase the number of quali ed leads by 11% by 100 leads.
Establish a benchmark of three (3) familiarization tours.
