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Selling Travel to Groups of People

Selling to a group of people can be a bit more challenging than selling to just one or two people. Especially if they don’t have the same idea about what they want to do! There are many skills needed to be a travel agent selling to groups of people.
With a solo traveller, it’s easy to find out what this person likes. After all, he or she is the only decision maker and doesn’t have to think about another persons wishes or possible limitations. With two or more travellers, you have to be sure that the travel product you sell is to the liking of everyone, not just one of them.
Ask the opinions and ideas of everyone in front of you, not just the person that takes the lead in asking you for information. Of course this isn’t possible when not everyone is there, but you want to get as much information about your customers as possible. Make sure that in the end, everyone is going to be happy, or they will get back to you with complaints – or worse: never come back to you at all!
If the rest of the group doesn’t agree with the chosen tour/activity/accommodation, you’ll have to try and find an alternative that will meet them in the middle somehow, so be sure to know what everyone’s wishes are.

Some things that you should keep in mind when planning a trip for more than one person:
  • Different Budgets
Not everyone in the group might have the same amount of money to spend. See if you can get them any group discounts, free meal and drink vouchers, discounts on accommodation and book them tours that include optional activities, so that everyone can decide for themselves if they want to spend extra money or not.
  • Different Taste For Activities
Just like a budget, people travelling together will have different ideas about what they want to do on a trip. Find (day)trips that include more than one activity, such as a surfing day trip that also includes a BBQ lunch and beach games and find tours with optional activities, like mentioned in the previous point.
  • Different Ages
Especially when you’re planning a trip for groups like families, you will have an age difference that you have to consider. Don’t just think about suitable activities (with different prices for adults, seniors, concessions and children), but also about the facilities at an accommodation you might book for them, like playgrounds, child seats, entertainment, neighbourhood, etc.
TIP
There is a great video on YouTube from ‘Trudy & Judy’ that will show you the type of customers you might get in front of you at the travel desk. There is the group booking, the well informed customer, the family vacation, the walk-in customer, the honeymoon couple and the dream customer. Be prepared for everything!
I would definitely recommend watching the video, as it will give you an idea of what to expect – and it’s really quite funny.

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