Your guide to seamless group trips
Your guide to seamless group trips
Booking Groups with Europe Express: All You Need to Know
Group travel is one of the most rewarding ways to grow your business – and Europe Express is here to help you every step of the way. Whether you’re just getting started or looking to scale your efforts, our expert Groups Team is ready to collaborate with you to create seamless, unforgettable travel experiences.
Here’s everything travel advisors need to know to book successful group trips with Europe Express:
Start with the Right Foundation
Group travel is different from FIT bookings. Before diving in, make sure you’re familiar with:
- The group booking lifecycle – from inquiry to quote to contracts, and post-travel follow-up
- Terms and conditions specific to group travel
- How to manage group dynamics by focusing on a core itinerary and minimizing individual customizations
Tip: Don’t promote your trip until you’ve received a signed contract. It is recommended to set your deadlines a week earlier.
Where to Find Groups
Successful groups often stem from shared interests or social connections. Consider the following opportunities:
Cruises—Cruises are a great entry point. Pre- and post-cruise extensions increase value and commission. Recommend at least one night near the port to provide buffer for potential travel delays. Keep in mind that Rome, one of the most popular embark/disembark ports, can be a challenge for groups due to logistics, high demand, and high costs.
Churches—Pilgrimage travel is popular, especially to destinations in Italy, France, Portugal, and Spain. Church groups often have the cost of the priest’s trip built into the group pricing.
Clubs and Affinity Groups—Car clubs, charity organizations, sister city partnerships, gardening groups, and others offer built-in community. These groups often have newsletters and event calendars for marketing.
Extended Families—Multigenerational trips are growing in popularity. Some groups travel for fun, others for genealogy. Often these are funded by a family matriarch or patriarch.
Culinary Travel—Wine and beer lovers, cooking school groups, and restaurant-affiliated trips can be highly successful. Tap into winery or brewery memberships and partner with chefs for hosted trips.
Where to Find Groups
To successfully sell group trips, focus on connection, clarity, and visibility:
Craft a compelling story—Use vivid language to help travelers visualize the experience. The more exciting and tailored the description, the more likely they’ll sign up.
Use multiple marketing channels—Leverage social media, email campaigns, church bulletins, and club newsletters. Post regularly and provide updates as space fills.
Host events—Information sessions, virtual or in-person, can build interest and trust. Europe Express BDMs are available to join and support.
Work with a pied piper—Identify an enthusiastic group leader who can help recruit participants. Offer a complimentary spot on the trip in exchange for their support.
Build Interest Before You Quote
For speculative or advisor-hosted groups, test the waters first. Share your proposed destination, dates, and itinerary style with your client base. Once you’ve confirmed there’s enough interest—and that most travelers can commit to the same dates—request a custom quote.
Expect fewer bookings than initial interest suggests, and plan accordingly.
Partner with Europe Express
The Europe Express Groups Team is your strategic partner. We’re here to offer advice, build itineraries, help with marketing, and troubleshoot when needed. We know group travel is complex, but it’s also incredibly rewarding—and we’re committed to helping you succeed.
Have a Group Idea in Mind?
Reach out to your Europe Express BDM or contact our Groups Team to get started. Let’s turn your concept into a seamless and unforgettable group experience.
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