When discussing hypotheticals, “if money was no object” isn’t a very helpful path to go down. How often is money truly no object? And for whom? It certainly is rarely the case in the travel and tourism industry, both for tourgoer and tour planner alike.
Planning an itinerary would be much easier if you didn’t have to worry about affordability. But that’s where the skill of a tour planner comes in. Making a great experience means delivering the best possible itinerary for a manageable price.
It’s no secret that the line between experience and affordability is becoming a tougher one to walk as time goes on. Operators are dealing with rising costs every day, and travelers have less discretionary income to spend. Finding places to save on budget is more important now than ever.
For insight into this topic, Group Tour spoke with the National Tour Association (NTA), the Travel Alliance Partnership, and some of their members to see what the current budgeting landscape looks like and where planners might be able to make some cuts without sacrificing experience.
SMALLER BITES
“NTA tour operators say the easiest way to trim costs—without compromising the guest experience—is by adjusting meals,” says Catherine Prather, president of NTA, “whether that means choosing moderately priced restaurants, simplifying inclusions, or swapping a full dinner for a hearty reception.”
Meals are one of the most easily controllable expenses on a trip. Unlike the attractions you plan to visit, which have a set cost as they’re not optional, where you choose to dine typically offers more variety. And dining on-site, while convenient, isn’t always the cheapest option. You also could allow your guests the freedom to choose for certain meals, particularly if in an area with many different options, offering them the chance to guide the experience.
“We include most breakfasts and dinners on our trips,” says Jim Warren, director of business development, U.S., for Anderson Vacations. “We can reduce some of the meals. Not everyone actually wants to have a full dinner every day, so it works out well.”
Warren also suggests getting creative with meals and thinking beyond the typical seated, full meal. Maybe change a plated dinner to a pizza party, or organize a barbecue or a picnic. Not only is this an opportunity to reduce costs, but it also introduces fun and variety to the itinerary.
MAKING LESS MORE
You probably could’ve figured this one out on your own, but cutting activities or days from an itinerary is the most direct way to reduce costs. Paring down the menu doesn’t have to mean doing less. It also can introduce some flexibility to the trip that might be just what your group is looking for.
“We usually need to cut a day or two from the tour and a couple of activities,” says Shannon Larsen, the co-owner of Ed-Ventures, Inc. “So, they might end up with a couple extra free afternoons. Most people really enjoy a little downtime or being able to discover something on their own, so it can actually enhance the tour.”
Larsen shares an example from a recent trip when, with an afternoon free, her group of 40 broke into smaller groups that varyingly chose a distillery, a museum (with free admission), and then some others just chose to wander the town. A few people chose to rest until dinner or experienced the local bar scene, and, she says, “every person mentioned that it was a great day!”
“A few operators shorten their itineraries or reduce paid inclusions, but they always want to protect the overall integrity of the tour, even when stretching dollars,” says Prather. “And one last consideration: Many of today’s tour travelers are looking for flexibility in an itinerary, so offering a bit more free time for individual exploration checks the boxes of freedom and keeps costs down.”
STAYING ECONOMICALLY
Your choice of accommodation is another area with a lot of variables that can add up to major cost reductions. Not only can you, say, opt for a 3-star over a 4-star hotel, but you also can choose a location that is a bit more outside of town or sacrifice some amenities that your group won’t be needing. It’s all about considering what’s important. Is a little time saved on the highway worth paying for the convenience of location?
“For most groups, if they only have one night in a city, they might be able to stay on the edge of town instead of city center,” says Larsen. “The benefits of that are they are usually a little less money, and quieter too, but still offer good amenities. In addition, the rooms might even be bigger.”
Larsen recalls an instance when hotels in the downtown area her group was visiting were extremely expensive, and the only affordable options were roughly 20 minutes away and out by the airport, with little to do in the area: “Everyone loved the hotel, their rooms, and the bar,” she says. “It turned out to be a highlight, and the group had a lot of fun being ‘stuck’ together for a night in! Because we were near the first sight of the next day, we had a little extra time in the morning, too. We didn’t ‘save’ on the budget, but we met it, and it was great for the group.”
As always, the audience plays a key role in these decisions. Some nights, all you’re looking for is a place to sleep, and therefore anywhere clean and easily accessible will do. Student and youth groups might be just fine with a 2-star experience or even a hostel. Senior groups might require more full-service accommodations. Figure out what the must-haves are for your group, and then compare options from there.
“Sometimes it is possible to provide a similar experience by shopping for hotel rates,” says Warren. “Other opportunities occur when we can book a hotel at the beginning or end of the shoulder season.”
DESTINATIONS WITH VALUE
There are some items that need to be on the itinerary no matter what—the things that everyone has come to see. Beyond those, do a little digging. You might find some free or very cheap attractions that could surprise and delight your group. Walks, for example, are always a great free activity, and many cities have made efforts to encourage public art, murals, and parks that offer a little more interest to a typical stroll.
Warren offers a few tips for reducing spending on itineraries: “Pick the most economical time of the year. See if there are options for hub-and-spoke itineraries that lessen the amount of charter coach time booked. Find as many free attractions as possible. Pick destinations that are looking for new business and [might] offer incentives [or] provide early bird discount rates.”
Above all, it’s important to be open and honest about costs and managing expectations. As Larsen notes, sometimes it has been many years since your guests have traveled. Costs are likely far different than what they remember, and itineraries follow suit. But, at the same time, they still expect a great experience. That’s something that will never change, and it’s incumbent upon the planner to find that right balance for value.
“We are trying to not put as much in a tour as in the past and also have shortened itineraries by a day or two,” Larsen explains. “But it depends on the goals of the group. We need to make sure expectations match up with delivery.”
By Todd Kortemeier
Main Image: Charter tour of Lexington and Concord, Lexington, Massachusetts; Credit: Massachusetts Office of Tourism
