Understanding Itineraries, Group Tours and Packaged Travel Visitor Experience/Marketing 


Understanding Itineraries, Group Tours and Packaged Travel 

America’s Byways 

Teresa Mitchell, Seaway Trail Corporation 

Sharon Strouse, Amish Country Byway and 
The Ohio State University

 
How many of your Byways… 

• Off Offer printed or online travel itineraries?

• Partner with travel sellers?


Is Your Byway Ready? 

• Inventory including public rest rooms 
• Support theme or mix of activities 
• Accommodations & Attractions 
• Easy to follow interpretation in place 
• Partnerships: market product 
• On line: high percentage of product sold 
• Contracts: businesses & tour operators 


Itineraries vs Packages 

• Recommendations vs specifics 
• Suggested time vs exact dates/times
• Price range vs per person rates w/taxes 
• No contracts vs siignedd agreements 
 

Itinerary Key Elements 

IMAGE: map of Mt. Katolinat area



ITINERARY Key Elements

• Inviting images and title
• Thematic Tour; guided or self-guided 


PHOTOS:  of attractions


ITINERARY Key Elements 

• Inviting images and title 
• Thematic Tour; guided or self-guided 
• Interpretation; relate and provoke 


ITINERARY Key Elements 
• Narrative; Informative and surprising 
• Experience and age of audience 


Who is the Audience? 
• Groups: Senior Student Families
• Individuals or Couples 
• Domestic or International Visitors 
• Seasonal or Year round 
• Thematic travelers: history, nature, cultural food


ITINERARY Key Elements 
• Narrative; Informative and surprising• 
• Experience and age of audience 
• Rhythm; order with sensory components 


ITINERARY Key Elements 
• Authenticity; emphasizing people 
• Respect what is sacred 


Respect what is sacred 

PHOTO: row of dresses on a line


ITINERARY Key Elements 
• Authenticity; emphasizing people 
• Respect what is sacred 
• Your contact information 


Packaged Travel

A trip arranged by a travel professional 
-National Travel Association 

• Includes at least two: 
– Accommodations 
– Transportation 
– Some meals or attractions 
– Guided services 



“Packaged Travel” Trends
-NTA at www.ntaonline.com 

FIGURE:“Packaged Travel” Trends
Current: $98.7 billion
individual: approx. $58.7 billion
Group: approx. $40 billion

Future:  
Individual: approx. $63 billion
Group: approx. $33 billion

Exceptions:  Sports, Intrntl, Student 
Individual: approx. $58 billion
Group: approx. $49 billion



PHOTOS: The Sackets Harbor Experience Group Tour information sheet
The Sackets Harbor Experience brochure cover

PHOTOS: The Sackets Harbor Experience Group Tour information sheet
The Sackets Harbor Experience brochure cover
GREAT AMERICAN ROAD TRIPS: 

PHOTOS: Seaway Trail & Lakes to Locks


Travel Package 
purchase influence 

• 2006 research supports that 8 out of 10 
travelers use third party information sources 
travelers use third-party information sources 
such as a book or movie reviews, restaurant 
guides or magazine when making decisions
on location to visit on vacation 

-National Leisure Travel Monitor;
Yesawich, Pepperdine, Brown & Russell and Yankelovich Partners 



Create Market Demand: Familization Tours & Editorial Stories 
PHOTOS: Road Runner magazine, article on Seaway Trail


Best Practices 

• Creole Nature Trail, LA 
– Shelley Johnson 
– Guided tours enhance unique experience 


 
Best Practices 

• Shasta Cascade Wonderland Assoc, CA 
– Bob Warren
– Create demand & inviting titles/naming 
– Byways have niche market opportunities 


Lessons learned 
• Use byways.org to post itineraries and detailed product information (cannot include retail or commercial properties   unless they have significant intrinsic resources) 
• Determine how to get started without being dependent on $’s 
• Work with Pat McNally, National Scenic Byways Program Marketing Director 


600 Intern’l tour operator members -NTA 
– 96% sell group tours
– 51% sell one-day sightseeing tours 
– The average daily expenditure of a tour passenger is $183 
– The economic impact of a motorcoach tour with 35 passengers staying overnight in a city is $6,405


Contact with Tour Operators 

Expectations 

• Willing partner 
• Marketing
• Product consistency 
– Room Commitment 
• Release date 
– Rate Commitment 
• Payments 


So why go to all of this trouble? 

The U S travel industry is big business! 

• 1.602 billion overnight trips annually 
• 41% -marketable pleasure 
• 18% -business 
• 41% -visiting friends/relatives 


 
Touring Visitor…Motivations

Touring visitors are defined as people traveling along or with others in an 
car, van, RV, motorcycle or by bus. 

Top 5 national motivators to ‘take’ a touring trip (2007 research): 
-Fun and Exciting
-Unique/Learning Experience 
-Ensures a great experience 
-Sightseeing and entertainment 
-Risk-free planning 

	– Scott Hanson, Longwoods, Inc, May 21, 2007 



FIGURE: Visitors Seeking Authentic Experiences
(overlappying circles)
 
Social Emotional Health 
Spiritual Health 
Physical Health 
Intellectual- Mental Health

 
Questions and Future? 



America’s Byway Opportunities

• www byways org; submit to www.byways.org; submit to 
angel@byways.org (cannot include retail 
or commercial properties unless they have
significant intrinsic resources) 

•www byways org is linked to the 126 
America’s byways sites and your web site 
then can include specific content