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Study gives agents the upper sales hand

Research from TTC Tour Brands reveals travellers’ motivations for choosing guided tours.

Tourists are looking to tours to take them off the beaten track

Travel agents are being encouraged to read a comprehensive new survey which highlights just what travellers want when choosing guided tours.

TTC Tour Brands has just released the findings from its first iteration of the annual ‘Big Tour Study’.

The company undertook a global survey of more than 7,000 TTC Tour travellers, with 2,796 respondents from across Australasia.

Ready for the 2024 selling season, the results reveal key motivators with travelling on guided tours, overarching travel sentiment and the implications on the tour industry at large.

Key insights from the survey were that the majority of TTC Tour travellers cited sightseeing and bucket list travel experiences as the priority (88%). Also ranking highly was the desire to experience those off-the-beaten path moments that you may only find through an expertly guided tour.

Some 54% of TTC travellers said they were looking to discover places they normally would not explore on their own and that are off the beaten track.

The research also demonstrated that ticking off a new country or region (70%) and immersing themselves in new cultures and experiences (61%) are driving factors for booking a tour.

Travelling with a tour provides guests the opportunity to easily connect with like-minded travellers and meet new people, whether this be travelling solo (43%) or as a couple (27%). Only 23% of tour intenders worry about group size.

The desire for food tours in those in the under 35’s (46%) and 35-54 (36%) was significantly higher than in the over 55’s (18%). This trend of different tours considered within the age groups was also seen in island hopping and hiking/activity.

“TTC Tour Brands is continuously looking to identify ways to better support our partners in their business" said Toni Ambler, Managing Director of TTC Tour Brands in Australia & New Zealand.

“This study is intended to be an asset for travel advisors, arming them with the insights they need to bring more customers into touring and to make the sale.”

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Published: 16 August 2023

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