NTA boss says alliances are key

Forming alliances to add value to the product is a growing trend in the travel business, according to Hank Phillips, president of the National Tour Association in the US. He told TravelMole: “The trend we’re seeing is forming marketing and other types of alliances where competitors will continue to have their competitive relationship, but also find ways to work together to benefit each other.” The association includes nearly 4,000 tour companies, tour suppliers and destination members. Last year, it opened its doors to international participation. It now has 38 international members, mostly Europeans, from 16 different countries. The association has also started fam trips with a flair. “They‚re like fam trips but more involved. We don‚t just take operators to different places, but also create things like a one-day marketplace where tour operators and destination suppliers can discuss their business,” said Mr Phillips. Member research shows tour operators are increasingly offering more travel packages focusing on special interests such as hard and soft adventure, gay and lesbian travel, sports tours, wine tasting and gardening. Thirty-one percent of NTA tour operators also package independent travel. Seniors still represent the largest customer base for tour operators, though research also shows that the group is serving more future seniors (ages 54-64) and baby boomers (35-53) and even young adults (21-34). Convenience and affordability are major reasons for the continuing popularity of tours, said Mr Phillips. “But even more than that there‚s kind of intangible element. There‚s uniqueness and an experience you gain through a tour package that you might not have on your own,” he added. The 9-11 experience was devastating to the travel industry, he said. “I think a better way to judge the travel business is to look at the last two years. Talking to our members, they‚re seeing a very positive turn in their business. Barring unforeseen circumstances and as the economy improves, we‚ll see even more of an upturn,” he added.