TravelAge West
Search Sponsored by

Explore TravelAge West

Destinations

Back
  • Africa & Middle East
  • Asia & South Pacific
  • Caribbean
  • Central & South America
  • Europe
  • Hawaii
  • Mexico
  • USA & Canada

Travel Types

Back
  • Family
  • Adventure
  • Cruise
  • River Cruise
  • Tour Operators
  • Luxury
  • Hotels
  • Culinary
  • Romance
  • Wellness
  • Sustainability

Directories

Back
  • Hotels
  • Cruise
  • Job Seeker Center

Interactive

Back
  • Click & Win
  • Geo Quiz
  • Slideshows & Video

Professional Development

Back

Industry Insight

  • Business Features
  • Interviews
  • Events
  • Opinion
  • Tech
  • Podcasts
  • Coronavirus and Travel
  • Need to Know Research

Education

  • Certifications
  • Digital Guides
  • Fams
  • Thought Leadership
  • Advertiser Spotlight
  • Webinars
  • Immersive Family Experiences

Events

  • Global Travel Marketplace
  • GTM West
  • WAVE Awards
  • Future Leaders in Travel Retreat

Get Us in Your Inbox

I accept the T&C and Privacy Policy.

Search TravelAge West

Clear Field
Kenneth Shapiro // (c) 2013 Kenneth Shapiro
Kenneth ShapiroVice President, Publisher/Editor-in-Chief

Share

  1. Home
  2. Industry Insight
  3. Business Features

Group Travel Is Slowly Making Its Comeback

Jul 05, 2022
Coronavirus  Family Travel  Research  Travel Agents  
Need to Know Research Group Travel Revisited
Many respondents (44%) say they are still struggling with their group travel bookings, but 31% say the number is up over the past two years.
Credit: 2022 TravelAge West

Travel advisors are seeing a slow-but-steady return of their group travel bookings as we emerge from the COVID-19 pandemic, according to a recent survey of nearly 200 agents, part of TravelAge West’s Need to Know research series.

Many respondents (44%) say they are still struggling with their group travel bookings. However, another 31% say that the number is up from the previous two years.

NTK 35 Group Travel Revisited Web 2
Forty-four percent of advisors say their group travel business is still struggling.
Credit: 2022 TravelAge West

“I work on destination wedding groups, and this year, business is off the charts,” said Donna Alkarmi, president of Lone Star Travel in McKinney, Texas. “I’m just trying to keep up with the high demand.” 

Group travel is a significant part of advisors’ revenue, with 84% of respondents calling it either very or somewhat important to their current business mix. While three-fourths of agents (76%) say that they are seeing fewer groups than before the pandemic, and 80% also report that the groups are smaller than pre-pandemic, a slight majority (51%) say that clients are spending more on group travel than they did previously.

NTK 35 Group Travel Revisited Web 3
Fifty-one percent of respondents say that groups are spending more than before the pandemic.
Credit: 2022 TravelAge West

“My groups are definitely bigger than pre-COVID-19 — before, the average size was 35 to 45 passengers, and this year, it’s more like 60 to 80 guests,” Alkarmi said. “Plus, they are spending a lot more. One of my independent contractors had a MICE (Meetings, Incentives, Conferences and Exhibitions) group in Mexico with more than 100 passengers. She planned tours, private dinners, meetings and more. It was very profitable.”

With the demand right now, the business can also be overwhelming. I’m working a lot more hours due to this recent uptick in requests.

When it comes to family travel, most respondents (50%) have booked a group trip based on a milestone event; however, 51% report that their multigenerational or multi-family bookings are about the same as before the pandemic.

Get Us in Your Inbox

I accept the T&C and Privacy Policy.

While the current state of group travel is mixed, there is less doubt about the importance of group travel in the future. More than half of respondents (53%) feel that group bookings will be more important to their business going forward.

NTK 35 Group Travel Revisited Web 4
Fifty-three percent of advisors say group travel will be more important to their business going forward.
Credit: 2022 TravelAge West

“In general, groups are great, and they will continue to be important to me,” Alkarmi said. “But with the demand right now, the business can also be overwhelming. I’m working a lot more hours due to this recent uptick in requests.”

Need to Know Survey Series

“Need to Know” is a research series from TravelAge West that tracks the responses of advisors as they relate to various travel trends and topics. This survey recorded the responses of 171 advisors across the U.S. Click here to see more Need to Know stories. 

Tell Us What You Think! forum

Related Content

travelspendingup

Travel Spending Is Up, Despite Concerns

  • Most Read
  • Most Shared
  1. Which Cruise Lines Require COVID-19 Vaccinations?
  2. Why Are So Many Flights Being Canceled?
  3. 5 of the Best Swimmable Los Cabos Beaches
  4. Travel to These Top 'Crazy Rich Asians' Filming Locations in Singapore and Malaysia
  5. 3 Free Hula Shows on Kauai
  1. Why Are So Many Flights Being Canceled?
  2. The U.S. Has Lifted its COVID-19 Testing Requirement for Air Travelers
  3. 6 Tips for Better Cybersecurity While Traveling
  4. An Inside Look at “The Real Love Boat,” Filmed on Regal Princess
  5. Airline Passengers With Disabilities Have a New Bill of Rights

From Our Partners

More Stories Like This

The Top 2 Challenges Facing Travelers With Mobility Disabilities

The Top 2 Challenges Facing Travelers With Mobility Disabilities

5 Ways to Get More Bookings When on Fam Trips

5 Ways to Get More Bookings When on Fam Trips

How to Create Marketing That Is Inclusive of All Travelers

How to Create Marketing That Is Inclusive of All Travelers

These Are the Winners of the 2022 TravelAge West Trendsetter Awards

These Are the Winners of the 2022 TravelAge West Trendsetter Awards

6 Tips for Better Cybersecurity While Traveling

6 Tips for Better Cybersecurity While Traveling

Signature's Alex Sharpe and Nexion's Jackie Friedman Honored at 2022 WAVE Awards

Signature's Alex Sharpe and Nexion's Jackie Friedman Honored at 2022 WAVE Awards

Why Are So Many Flights Being Canceled?

Why Are So Many Flights Being Canceled?

ASTA Panel Industry Forecast_HERO

Travel Advisors: How to Increase Your Value During a Busier-Than-Ever Summer Travel Season

astatravelindustryforecastinflation

How Inflation and Air Travel Challenges Are Affecting Travel Demand

travelleadersnetworktrends

The Top Trends in Travel, According to Bookings From Travel Leaders Network

TravelAge West

About TravelAge West

  • About Us
  • Contributors
  • Sales Team
  • Contact Us
  • My Profile

Advertise

  • Advertise With Us
  • Media Kit
  • Upload Ad Material
  • Digital Ad Specifications
  • Reprints
  • Subscribe to Print

Stay Connected to TravelAge West

Get Us in Your Inbox

I accept the T&C and Privacy Policy.


Northstar Travel Group

Northstar Travel Group

  • Travel Weekly
  • Travel Weekly Asia
  • Travel Weekly China
  • TravelPulse
  • TravelPulse Canada
  • TravelPulse Quebec
  • Meetings & Incentives
  • Travel Technology
  • Corporate Travel
  • Hotel Investment
  • Data Products
  • AGENTatHOME
Copyright © 2022 by Northstar Travel Media LLC. All Rights Reserved. 100 Lighting Way, Secaucus, NJ 07094-3626 USA | Telephone: (201) 902-2000
Load Carousel Here
Load Video Here