Mike Newman – Marketing Manager
Introduction: A Group Travel Organiser (GTO) Defined O T G A GTO is someone that: Actively engages with group travel arrangements for members of their organisation, often with no personal gain
Core Information About GTOs • Most GTOs (64%) are members of clubs or societies (WI, U3A, social groups etc) • There are aprox 11,000 GTOs in the UK • The value of the market is aprox £142 million domestically and outbound • The average age is 55+
Stats and Data • Retirement Clubs have increased by 5% since 2009 • Average group size is 427 members Average number of trips is 13 with 63% day trips • • Average day trip spend is £28.75 up 9% on 2009 • The average number of people on a group trip is 48. • Average travel time (each way) is 3 hours • 80% book 6 months in advance of travel Based on 459 respondents October 2011 by Qa Research
UK Groups Day Trips In Context *Source: Visit Britain 2011 figures UK domestic groups market 4,211,000 (est) France 3,624,000* Germany 2,932,000* US 2,845,000* Spain 1,823,000* Australia 1,091,000* Japan 236,000*
What Type of Groups? Qa Research based on 459 respondents
The Most Popular UK Activities
Group Organiser Influencers and Detractors Word of mouth/personal recommendations The internet (for research NOT bookings) GTO Previous experience Influencers Relevant print Slow response to requests for information Lack of information GTO Being forced to book on line Detractors
How To Positively Influence a GTO Send out information in January and June Include posters with print. Print Also consider branded sign up sheets Offer a low cost incentive to make the Incentives GTO ‘ feel special ’ Provide information on toilets, number of Tickets steps, cafes etc at the same time as tickets are issued
Most Important Elements Rated 1 ‐ 5
How GTOs Think GTOs think that: They deserve discounts for any activity based on the groups that How do they can bring GTOs think? They think that they should get in free when bringing a group They should be treated differently to other consumers
Other Ideas Blue Sky Thinking…. • GTOs want as much value from their day out as possible. Look at wider packaging opportunities with third parties • Most GTOs get free or discounted national rail travel. Work with local coach operators to arrange pick up and drop offs. • GTOs are always looking for new ideas (62% will try new itineraries) • GTOs may not always remain constant – don’t rely on historic GTO data – where possible make a call and find out
Collecting Data and Keeping In Touch Blue Sky Thinking…. • Run a competition at the exit to collect individual member information • Suggest other gardens/attractions in the area for another occasion • Keep in touch with your database via hard copy mail • Find out where group members meet with their GTO and offer to come along to say hello
GTO Publications • The key Groups publications are Group Travel Organiser Magazine, Group Leisure Magazine and The Pass • These publications run first hand accounts of organisers ’ experiences. • Increase contact between magazine editors and your business to encourage more write ups. • Add editors to your press contacts list and keep in touch
GTO Internet Usage
Trade Shows Qa Research 2011 based on 220 respondents
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