What
The Family Travel Association (FTA) has published the FTA Dude Ranch Guide, a 14-page manual that covers how travel advisors can best sell ranch vacations to their clients. It is the first in a series of industry resources from the FTA.
Why It Matters
Produced in collaboration with the Dude Ranchers’ Association, the guide is intended to be a tool for educating advisors on how to secure potential family clients, qualify them and match them with the right ranch. According to the FTA’s 2018 Family Travel Survey, only 4 percent of families have experienced a dude ranch vacation — suggesting plenty of potential for savvy agents.
Fast Facts
- According to the FTA’s 2018 Family Travel Survey, only 4 percent of American families say they have experienced a dude ranch vacation. Just 7.5 percent say they are planning one in the next 12 months.
- The guide was introduced Friday, Jan. 25, at the Dude Ranch Association’s annual conference. FTA travel agency initiative director Sally Black will be presenting to DRA members the value of working with FTA travel agent members.
- Additional family travel agent guides to be launched include topics such as ocean cruise lines, tour operators, all-inclusive resorts and river cruises. All guides and tools will be published in the coming two months.
What They Are Saying
“Dude ranches hold a unique charm for families, with their powerful connections to the great outdoors and America’s Western history,” said Rainer Jenns, founder of FTA. “But not enough agents and families think about dude ranches when planning family vacations.”
“With this guide, we’ll begin to educate more travel advisors about dude ranches, assist them in introducing their clients to the option, and help agents experience their customers the incredible value and memories only ranches can provide,” Jenns said.
“Travel advisors know their clients better than anyone else,” said Colleen Hodson, executive director of the Dude Ranchers’ Association. “We strongly believe educating agents more about our offerings and assisting them in qualifying families will be of great service to our members. We commend our partners at the FTA for spearheading this guide, and for the efforts they have planned to promote dude ranches and our members to more travel agents.”
The Details
Family Travel Association
www.familytravel.org
