EP 40 - The state of the domestic group market in 2024, with Steve Reed Tourism

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Today's Marketing Insights is all about the 'groups' market.

For many years, the domestic group travel or coach tour industry has been an important part of the UK’s tourism industry.

Groups have historically been guaranteed business for many tourism organisations, with up to 50 people on a coach coming often during week day and shoulder periods.

However, because of the pandemic, hundreds of coach companies, many of them well established, went out of business. It's been devastating for them.

So, the question I have as a marketer in the visitor economy is, should it be a market that we are still looking at trying to attract? If so, how have things changed and how do we market to these customers in 2024?

I am joined on the show by group travel specialist Steve Reed from Steve Reed Tourism to talk to me about it.
For the podcast summary and links head to https://visitorelves.co.uk/insights/

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This episode is sponsored by Hello Starling.

Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations.
They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
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