Changes in the U.S. Domestic Group Tour Market
The group tour market is a market that is currently undergoing some fundamental changes. Many had predicted that this market would die out with the rise of technology, Internet and changes in consumer behaviour. This study aimed at investigating if group tour operators and Convention and Visitors Bureaus (CVBs) recognized changes in the group tour market and at examining ways that they sought to react to those changes. The study revealed that destinations who have acted upon consumer changes have become successful group tour destinations. Group tour operators also appear to be aware of the changes in the market and are implementing changes and approaches in their offerings as well. There were several trends that this study discovered. The first is that tour structures are changing such as flexible itineraries and hub and spoke tours. Second, group tour planners have specific information needs and CVBs and suppliers should accommodate those needs. Third, the path to group tour planners leads through consumers. Fourth, there is a focus on emerging markets such as student groups and soft adventure tours. Fifth, group tours expect special accommodations from suppliers such as group rates, motorcoach parking and behind the scenes tours. Finally, CVBs are a key player in the iv group tour market. While the results from this study provided important insights, there is still a need for more research regarding the group tour market and its new customers.
Convention and Visitors Bureau
Group Tour Planner
Group Tour Operator
Group Tour Market
Purifoy, Melanie (2011). Changes in the U.S. Domestic Group Tour Market. Available electronically from
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