On Tour

Sep 10, 2008

It’s a testament to the importance of the family travel market that tour operators are constantly fine-tuning their products to appeal to these travelers. The latest trend, however, is more involved than the traditional approach of simply identifying a couple itineraries that might appeal to families. Instead, several companies have developed entirely new product lines and sub-brands built around the family concept from the ground up.

At Tauck World Discovery, for instance, its Bridges line is a separate program specifically aimed at families. The goal is to offer unique destinations and plan itineraries so that families can share the experience of these places. Company representatives point out that, unlike a cruise line that puts a great deal of money into a constant array of new bells and whistles for its kids’ clubs, Tauck’s Bridges program looks to keep families together on vacation.

Adventures by Disney guests can sample remote locations like the Galapagos Islands.

"One of the key differences in the Bridges approach is our emphasis on ‘shared enrichment’ versus many other family travel options that almost seem designed to separate families while on vacation," said Tom Armstrong, Tauck’s corporate communications manager.

For 2008, new offerings for Bridges included The Sweet Life: Rome & Sorrento (seven days); Spanish Adventure: Explorers & Conquistadors (eight days); Canadian Rockies Family Adventure (seven days); and Patriots of America (eight days).

According to the company, the collection of Bridges trips has historically been among the fastest-growing segments of its business. In 2007, year-over-year bookings for Bridges itineraries increased an average of 16 percent, with volume to Europe, Africa and other destinations surpassing the company’s projections. In fact, the tour operator continues to expand the Bridges brand, adding new destinations each year. Three additional itineraries to the 2009 collection will be announced this month, although no details were available at press time.

Naturally, when one thinks of family travel, the Disney brand comes to mind. But one of the fastest-growing travel products in the Disney portfolio is a relative unknown.

Adventures by Disney offers escorted tours to destinations all over the world specifically for the family market. Launched in 2005, the brand has been so successful that new destinations have been added each year. For 2009, the tour operator has added eight new itineraries, including Alpine Magic: Italy and Switzerland; Bella Italia: Sorrento and Florence; Gateway to the Galapagos; Safari to South Africa; Taming the Last Frontier: Alaska; Rocky Trails and Mountie Tales: Canada; Beantown and The Big Apple: Boston, Rhode Island and New York; and Golden Path to Yosemite: San Francisco, Lake Tahoe and Yosemite National Park.

"Adventures by Disney enjoys consistent annual growth because the travel agent community has embraced these itineraries and recognizes the product as offering a reassuring way for first-timers to take an escorted tour," said Ed Baklor, senior vice president of Walt Disney Company. "These dynamic family vacations are a natural evolution for the Disney portfolio and takes our legendary guest service beyond our theme parks and cruise lines to some of the greatest places in the world."

Business is going so well, in fact, that for 2009, Adventures by Disney has added a new upscale designation to its portfolio. Called "Signature" trips, the company describes these as "over-the-top experiences that are perfect for high-end clients." These Signature trips offer enhanced activity options and accommodations available on certain departures and on some itineraries. For instance, on the Signature version of the Safari to South Africa trip, there will be upgraded accommodations, VIP gifts, special entertainment, a spa treatment and a privately hosted dinner where elephants are "up-close-and-personal" with guests.

Other tour operators have taken notice of the success of these family-specific brands.

"Travel Impressions is in the midst of putting together a family-specific program, which they are looking to launch in the fourth quarter of this year," said Theresa M. Oakes, a public relations representative for the company. "This new program will be one of the company’s top focuses for 2009."

A spokesperson for the Globus Family of Brands, Melanie Gravdal, explained that a key to Globus’ family brand is value. She pointed out that on a Globus Family Vacation young travelers between 8 and 17 years old travel at a discount.

"Typically, children ages 8-11 can save up to 50 percent and those ages 12-17 save about 25 percent when they are the third or fourth traveler sharing a triple or quad room. Children also get discounts on our optional excursions," she said.

As more and more tour operators add family-specific brands and products, agents will need to stay up to date on the ever-changing offerings. As these tour operators have already realized, family travel can definitely be a profitable niche for those in position to take full advantage of it.