escorted touring: Break the stigma and open up exciting options
If agents can persuade their clients that escorted tours are about breaking rather than creating barriers, they’ll see a wealth of exciting options open up, says
From my car seat, I watch with amusement as the traffic politely zig-zags around a cow - a revered animal in Hindu culture - dozing audaciously in the middle of the road. Just seconds later the same drivers beep furiously at a fellow human making a minor driving faux pas.
As we slow down near a tourist attraction, locals leap into the road, hammering on the windows to offer postcards for sale. Young boys honk on trumpets, men brandish performing monkeys who extend their paws into the car, and elderly beggars run towards us, palms outstretched. That’s all before we’ve left the vehicle and for many the culture shock can be a little overwhelming.
However, I am experiencing this from the comfort of an air-conditioned van and any questions I might have are answered by our English-speaking guide who is there to guide me through the melee – that’s the beauty of an escorted tour.
Cultural ice breaker
An escorted tour doesn’t have to be a bubble-wrapped barrier, it can be a way to build a bridge between two cultures. Although some people get an adrenaline boost from eating something unidentifiable or getting lost in a new city, others can feel stressed or upset in strange places without a guide to support, translate or just instil a feeling of safety.
An escorted tour can leave travellers to focus on enjoying and understanding a destination without worrying about being over charged, eating meat by mistake, getting on the wrong train or engaging in something culturally insensitive without knowing it.
Mark Henderson, Commercial Manager at Travel 2, recommends discussing negative connotations and sweeping stereotypes that customers may have and dispelling them.
One perception is that tours can lead to a loss of freedom but actually many tours are flexible and travellers can often enjoy perks that would never be enjoyed if travelling independently. Henderson says: “For example, one of our partners offers customers the chance to enter Rome’s Sistine Chapel for a private tour with a local expert before it opens to the public, another lets guests visit Egypt’s temple of Luxor after it has been closed.”
Talking about a recent cycling trip
he joined in Cuba, Henderson gives another example of the beauty of escorted tours: “There were a few days when I reached my limit and could not continue on the bike – if I had been travelling alone I would have had no option but to walk or get public transport back to my accommodation, but we had a support bus which allowed me to rest and then catch up with the rest of the group so I could complete the day with them.”
Generation game
According to Edwina Coppock of Titan Travel, intergenerational travel is one of the hottest new trends in escorted touring. “Many bookings on our new Wild Costa Rica tour are parents in their 60s and 70s travelling with their children,” she says. “Tours like this are a great way for family members to spend quality time together, while enjoying an active, adventurous holiday that’s suitable for all ages.”
Clients needn’t be confined to a rigid schedule dependent on the needs of a large group either. For Riviera Travel, tailor-made escorted tours are on the up.
“We have seen a real trend towards flexibility and personalisation,” explains Joanne Lynn, Head of Riviera’s Short Haul Product. “Our customers tell us that they enjoy all the benefits of travelling as part of a group, but value the opportunity to tailor the itinerary to their own interests. As a result, we have incorporated points into our tours where clients can make choices about what to do, where to stay and how to get there to create a genuinely personalised holiday.”
As statistics suggest that concerns about flexibility are often the main reason for shunning organised tours, this could be an ideal time to direct clients towards more favourable options.