successfully selling groups reference guide (usa)

The insider’s path to group sales success

We show them the unexpected, provide local expertise and knowledge, and deliver unforgettable experiences they simply could not have on their own.

Trafalgar invites your group on a journey to see the world from the inside.

At Trafalgar, we open doors.We take our guests deep inside their destinations and provide a unique and different perspective on the local people, places and cultures they encounter.

Local Guides share their vast knowledge with you

see the world from the inside2

Successfully Selling Group Travel ExperiencesSelling group travel is both professionally and financially rewarding, and we are here to offer you specialized expertise and support in developing your share of this ever-growing market.

In addition to offering your clients Trafalgar’s unforgettable guided vacations filled with Insider Experiences, we offer you a flexible program that makes building, promoting and selling a group easy, efficient and profitable.

This guide has been created to give you the tools you need to put you on the path to group sales success.

Trafalgar’s Groups Department 800-626-6603

Contents4 9 Reasons to Book a Group with Trafalgar6 Exclusive Insider Experiences for an Unforgettable Journey8 Trafalgar’s Travel Experiences

10 Group Travel Made Easy12 Planning – Your Key to Success15 Trafalgar’s Group Travel Policy

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Share memorable moments

9 Reasons to Book a Group with Trafalgar

*Sample commission based on 10 full paying guests on Trafalgar’s 2012 Best of Italy at 10% commission.

1. Reputation and customer service

Trafalgar has been one of the most trusted and successful guided vacation companies in the world for over 65 years. Over 2 million people have traveled with us, reporting an amazing 98% satisfaction rate. In fact, we’ve won Travel Weekly’s Best International Tour Operator five years in a row! Plus, with our generous $20 million consumer protection plan, you and your clients can have even greater peace of mind. Feel confident that selling Trafalgar will help solidify your relationship with your clients and ensure repeat business.

2. Range of products and offerings

Trafalgar offers hundreds of itineraries in Europe, North America, South America, Asia, South Africa, Australia, and New Zealand across thousands of departure dates and representing several distinct vacations styles, ensuring you always have an option for your group. Additionally, for your special interest groups, we can customize one of our itineraries to fit their specific travel desires.

3. Vacation styles and innovations

In the guided vacation category, Trafalgar is leading the way in product innovations with the expansion of our successful, relaxed-paced At Leisure itineraries, and popular hassle-free Family Experiences. Turn to Trafalgar for the latest trends in guided vacations and we’ll make certain you never miss an opportunity to meet the demands of your groups.

4. High commissions In addition to an attractive vacation host (TC)

policy, you can earn significant revenue by booking a group with Trafalgar. For example a group of 10 guests on our popular Best of Italy itinerary would earn you at least $4150!* Plus, on custom group vacations you set the mark-up and tell us how much you want to make.

5. Value and savings Trafalgar is part of the largest travel corporation in

the world, which means unequalled buying power. We pass our savings on to you so you can offer the best value and prices to your group. On top of that, your group can take advantage of most of our brochure discounts and offers, including special group incentives!


Trafalgar Square, London, England

6. A unique insider experience Trafalgar offers your clients an unforgettable

experience that they simply could not get on their own, with exclusive Insider Experiences like our Be My Guest dining and Hidden Treasures sightseeing.

7. Travel Directors, Local Guides and Local Experts

We pride ourselves on having the finest and most knowledgeable Travel Directors, Local Guides and Local Experts in the business. They are experienced professionals who have the local knowledge and expertise to give your clients a unique perspective on the places they visit.

8. Booking made easy No need to book your group’s travel experience

through multiple companies. With Trafalgar you’ll have a dedicated Groups Specialist who will arrange hotels, meals, must-see sightseeing, unique experiences, the services of a Travel Director and more. Our Groups Department is committed to making sure your experience is just as rewarding as your group’s.

9. Sales and marketing tools From consumer nights featuring your group vacation to

customizable collateral, we’ll provide you with effective marketing materials and help support you to promote your group itinerary. Selling a group vacation has never been easier!

Trafalgar’s Groups Department 800-626-6603 5

Petra Monastery, Jordan

Customizable Collateral

Exclusive Insider Experiences for an Unforgettable Journey

B Be My GuestIt’s an exclusive invitation to dine with the locals! Your group will feel right at home when they dine at family-run properties, working farms and unique venues. They’ll enjoy home-cooked meals prepared just for them, such as an authentic Italian dinner as the invited guests of Count Francesco Miari Fulcis at his family’s olive grove estate in Tuscany. And in Mexico they’ll be treated to local Yucatecan dishes at a famous chef’s home.

I Local SpecialtiesGet a taste of local traditions up close. Your clients will see locals at work on their craft or trade, and may even get to try it for themselves – like pouring the perfect pint of Guinness in Ireland, olive oil tasting in Tuscany or lace-making in Venice.

Every Trafalgar vacation includes a variety of features designed to make your clients’ journey unforgettable. Our Travel Directors and Local Guides are the best in the business! They take our guests to all the must-see sights and provide invaluable insider expertise along the way.

A Welcome Reception will provide the perfect start to your group’s trip and set the stage for a journey filled with delectable dining including Highlight Meals and a memorable Farewell Dinner. And, we’ve enhanced our vacations even more with exclusive Insider Experiences—here’s just a taste of what your group can look forward to:


See the fine art of lace-making in VeniceCount Francesco and guests at Fattoria di Maiano


G Hidden TreasuresAsk any other travel company if they offer Hidden Treasures and they’ll say, what’s that? On every itinerary our Travel Directors take our guests off the beaten path to reveal the secret places only true insiders know about, creating magical experiences that simply would not happen if your clients traveled on their own or with another vacation company.

5 Local ExpertsOur Local Experts such as naturalists, historians and other specialists in their field, will provide fascinating historical and cultural insights into the people and places your clients visit.

H Wine TastingWe take our guests to some of the world’s best wine regions. As part of their guided vacation, they will be invited to participate in Wine Tastings when visiting such places as Chateauneuf-du-Pape in France and Oporto in Portugal.

Unique InsightsWe’ve included exclusive experiences on select itineraries to give our guests even greater insight into the destinations they are exploring. For example, on our Milan & Italian Treasures itinerary your clients will visit the Ferrari Museum in Maranello. Or while traveling in Barcelona on Trafalgar’s Spanish Wonder vacation, their Travel Director will take them to visit Camp Nou – FC Barcelona’s football stadium.

Small Group SightseeingOur guests will now enjoy an expert guided sightseeing excursion with smaller, more intimate groups for an enhanced experience in select locations on some of our At Leisure vacations.

Wine tasting - a true delight in Europe

First Class Europe & BritainDiscover the largest selection of vacations to Europe – over 100 First Class itineraries across five styles – each filled with Insider Experiences your clients can only get with Trafalgar.

At LeisureWith At Leisure, your clients will enjoy a vacation with no starts before 9 a.m. on travel days, less packing and unpacking with multiple night stays and more time for independent exploration. We offer our At Leisure vacations in Europe, the United States, Canada, South America, Australia and New Zealand.

CostSaver Europe & BritainUnforgettable European travel experiences without the price tag. Your clients will stay in Superior Tourist Class hotels or better, enjoy First Class touches like expert Travel Directors and luxury coach travel, and they’ll save up to 30% compared to doing the same itinerary on their own.

Family ExperiencesGive your clients the family vacation of a lifetime. Trafalgar’s Family Experiences feature the must-see sights and unique Hidden Treasures, plus family-friendly activities that are fun for all! Discover Family Experiences in Europe, the United States, Canada, Costa Rica and Peru.

Autumn, Winter & Spring EuropeThe festivities and savings in Europe during this time of year are unlike any other. Traveling to Europe with Trafalgar between November and April promises the same First Class experience with the added advantage of up to 38% off peak summer prices. First Class travel during the Autumn, Winter and Spring is available from $99 per day.

Trafalgar’s TravelExperiencesOur extensive and diverse range of vacations gives your group the broadest variety of itineraries to choose from based on their special interests. From Europe, the United States, Canada and Mexico, to Australia, New Zealand, Central and South America and China, you can count on Trafalgar to deliver an experience that gives your clients an unforgettable insider’s view.


USA & Canada, including Mexico and HawaiiYour clients will discover the iconic sights, scenic vistas and delve right into the heart of the United States and Canada. Our First Class itineraries feature exclusive experiences and will take your clients off the beaten path for a one-of-a-kind vacation they simply could not have on their own.

Australia & New ZealandWith more choice, more value and more expertly-planned, hassle-free guided and independent vacations, travelers enjoy all the classic Australian and New Zealand experiences. And of course, these vacations feature Trafalgar’s exclusive Insider Experiences.

South AmericaYour clients will experience the striking beauty of South America, including Brazil, Argentina, Peru, and even Central America’s Costa Rica. Our itineraries will highlight the unique traditions that shape the diverse cultures of these destinations to deliver a magical journey of discovery.

China, including Vietnam & CambodiaClients will enjoy First Class travel highlights and our exclusive Insider Experiences such as Be My Guest and Hidden Treasures sightseeing throughout China, Vietnam and Cambodia. You can rest easy knowing their comfort and security is being looked after by a leader in guided vacations.

Custom Travel ExperiencesFrom religious pilgrimages to historic home journeys, music appreciation, wine tasting or even Spanish-speaking trips; we will customize a one-of-a-kind program to suit your group’s special interest. The possibilities are truly endless!


Yellowstone National Park, Wyoming

Group TravelMade EasyOur goal is to give you flexibility and make booking group travel with us easy and enjoyable. You can choose from three group booking options.

Option 2

Exclusive Coach Standard Brochure GroupSame as Option 1: Standard Brochure Group, plus committing to reserving every seat on the coach for a vacation and departure date featured in one of our brochures.

Highlights:

• A minimum of 36 clients (for Europe trips)*

• Confirmyourspacequickly

• Generousagentcommissionsandavacationhost(TC) policy of 1 free per group at 15*

• PricesarecombinablewithEarlyPayment,FrequentTraveler and Second Vacation Discounts, plus many of our limited-time, special offers

• EarnTravelCashtowardsdiscountedagenttravel

• We’llassignaTravelDirectorthatbestsuitsyour group’s needs

• Guestssave5%offourbrochureprice


Sharing unforgettable experiences together

Option 1

Standard Brochure GroupThis is our simplest option! Choose this option and we’ll reserve your seats on a vacation itinerary and departure date featured in one of our brochures. This means your group will travel with other Trafalgar guests.

Highlights:

• Less risk as you have taken seats on one of our scheduled vacations

• Confirmyourspacequickly

• Generousagentcommissionsandavacationhost(TC) policy of 1 free per group at 15*

• PricesarecombinablewithEarlyPayment,Frequent Traveler and Second Vacation Discounts, plus many of our limited-time, special offers

• EarnTravelCashtowardsdiscountedagenttravel

• Guestssave5%offourbrochureprice

Option 3

Customized GroupChoose this option and design your own vacation.

Select from any one of the itineraries in our brochures and adjust it to meet your group’s needs or start from scratch. Decide the duration, the departure date, standard of hotels, destinations and included activities.

Highlights:

• Aminimumof20clients*

• Flexibility,flexibilityandmoreflexibility!

• We’llassignaTravelDirectorthatbestsuitsyour group’s needs

• Weprovideyouwithanetpriceandyoucandecide your mark-up

• We’lldoallthegroundwork!

*See page 15 for details.


Meet our team!We’re here to help you grow your group business and will lead you step-by-step through the process to ensure our mutual success.

Pisa and its leaning tower, Italy

Rafael TrujilloGroups Specialist

800-626-6603 ext. 7296 [email protected]

Sally HarringtonGroups Specialist


Colette MoralesGroup Sales Coordinator


Johnny SoukkaseumGroups Specialist


Patsy HaygoodManager of Group Sales


P 800-626-6603 F 800-689-6444 For new group requests email [email protected]

Visit www.TrafalgarAgent.com and click on Group Sales Success under Tools

Planning- Your Key to SuccessWhen selling groups, your key to success is really knowing and identifying your target market and ensuring your group travel experience meets their every need.

The following points take you step-by-step through the planning, organizing and promoting of a group travel experience. Don’t forget—we’re here to help you every step of the way. Give us a call and lets work together on your group booking.

1. Give yourself enough time Allow at least 6 to 12 months lead time to start promoting to your group.

2. Identify your target market Do your research and identify the different groups in your community. Places to start are:

• Churchgroupsandreligiousorganizations • Schoolgroups,educationalgroupsandreunions • Familiesandfriends • Incentivegroups • Retirementcommunitiesandseniorcenters • Socialorcountryclubs • Civicorganizations • Nursing,hospitalorganizations • Serviceclubs(Lions,Rotary,etc.) • Ethnicgroups • Professionalclubs(attorneys,accountants, architects, bankers, etc.) • Specialinterestorganizations(gardenclubs,wine lovers, art societies, photography clubs, etc.) • Sportingorganizations • Historicalsocieties(museums,cathedrals, castles, etc.) • Non-profitorganizations • Veteranormilitarygroups • Bandsormusicappreciationgroups

Now that you have your list, choose the groups you feel comfortable working with and make sure you really get to ‘know’ them. It’s important to understand the basics like why they like to travel together and what their interests are.

You’ll also want to identify the group leader – they’re your key to success. Call the group leader and discuss the possibilities of arranging their group travel.


Machu Picchu, Peru

3. Collect the relevant information Once you’ve made initial contact and qualified the group, you’ll know which group option they are best suited for. For Standard Brochure Groups (Option 1) and Exclusive Coach Standard Brochure Groups (Option 2) highlight itineraries within our brochures that may be of interest. If you are planning a Customized Group (Option 3), it’s important for you to ask and collect the following information:

• Whattypeofgroupisit? • Havetheytraveledbefore? • Whattypesofexperiencesaretheylookingforand where do they want to go? • Howmanywillbetravelinginthegroup?(toensureit meets the minimum number) • Whatarethedatesthegroupislookingtotravel? • Dotheyhaveapreferenceofhotels–FirstClass or budget freindly? • Arethereanyspecialmealrequirements? • Whatistheapproximatebudgetperperson? • Willwebearrangingairfareforthegroup? • Doyouhaveapointofdifferencefromthestandard brochure vacation being offered by Trafalgar?

4. Contact Trafalgar’s Groups Department

Give us a call and we’ll walk you through the various options. Once we have your request, we’ll then put together an itinerary and quote. Then, once you’ve reached your decision and made the deposit, we’ll privide you with a flyer highlighting your group itinerary and work with you to start promoting.

5. Promote your group travel experience Present the vacation to your group leader and discuss what you need to do to market it to the other members, such as offering to attend group meetings or conducting a free travel night. Contact your Trafalgar District Sales Manager who will brainstorm the format with you and who could possibly co-host the event. Feature informative speakers and use imagery and DVDs in your presentation.

You can also advertise this vacation in your local paper, send a direct mail piece to relevant groups or email past guests.

Make sure to point out all the exciting features and benefits of your group vacation, and remember that Trafalgar can provide you with brochures, custom flyers, postcards, posters and more. Again, we are here to help, so give us a call to discuss the many options.


Tjapukai Cultural Park, Queensland


“In 2005, we decided to grow our business by adding a Groups Department. We looked to build partnerships with our suppliers so we could deliver a unique quality product with superlative service both at the front-end for the consumer and at the back-end for our staff. We found such a partner in Trafalgar. From the initial stages of requesting an itinerary to the final stages of reading a group participant’s comments, Trafalgar is spot-on! I can’t applaud their efforts enough.”

John Unger, Vice President, Group Marketing, Atlas Cruises & Tours

“Sharon Carr Travel has been in business over 30 years and Trafalgar, by far is our biggest vendor”. We know that we will get the best rates for our groups, the best Travel Directors and the best back-up if needed. We handle 40-50 groups each year and Trafalgar is always our first choice. They know what we need and they provide it promptly and accurately. Why would we go anywhere else?”

Sharon E. Carr, Sharon Carr Travel

Enjoy meeting colorful local characters


This policy was correct at the time of printing; however, it is subject to change without notice. Conditions apply. Please refer to your group’s contract for details. CST#2077132-20

Trafalgar’s Group Policy

Note: For brochure groups, a $200 per person non-refundable deposit is due when names are submitted to Trafalgar’s Groups Department. Trafalgar reserves the right to withdraw or reduce space held on a brochure departure at any time if space is not being consistently sold.

Trafalgar Discounts Savings Frequent Traveler

Early Payment 2ND Trip Group

Discount Rooming Young Traveler

Frequent Traveler SAVE 5% Yes Yes Yes Yes Yes

Early Payment SAVE UP TO 10% Yes Yes Yes Yes Yes

2ND Trip SAVE UP TO 10% Yes Yes Yes Yes Yes

Group Discount SAVE 5% Yes Yes Yes No No

Rooming SAVINGS VARY BY ITINERARY Yes Yes Yes No Yes

Young Traveler SAVE UP TO 10% Yes Yes Yes No Yes

Vacation Host (TC) Policy All travelers will receive a 5% group discount off the land portion of their vacation.* Plus, the group earns one free Vacation Host space (TC) per group at 15 paid guests. More TC space can be given in lieu of the 5% group discount, please ask your Group Specialist or District Sales Manager for more details.

Discounts In addition to our 5% group discount and Vacation Host space, on most group vacations, travelers can combine Trafalgar’s range of brochure discounts*** for an even better value. Refer to the following chart for group and brochure discount combinability:

Group Discount Notes & Restrictions

•RoomingandYoungTravelerarealwayscalculatedfirst,thenalldiscounts taken from that discounted price.

•YoungTravelersdonotcountasfullpayinggueststowardsthefreespace. Guests with rooming discounts will count towards the free space as long as there is only one triple/quad per group.

•Discountsdonotapplytointernalflightsegments.ThefreeTCspace is for the land only portion of the guided vacation and the Vacation Host will still be responsible for paying for any internal flight segments, taxes and fuel surcharges.

•FreeTCspacesarenotavailableonAsiagroupvacationsandthegroup discount is not combinable with any other discount. Other discount restrictions apply.

•ThegroupdiscountisnotapplicabletoCityBreaks,TrainVacations,Cruises (except Eastern Mediterranean), South Pacific Independent Vacations, Mini Stays, Trip Extensions, Day Trips and Stopovers.

•Forfulldiscountdetailsandrestrictions,seeTrafalgar’sbrochures.

The above is valid for groups traveling on brochure vacations in Europe, the United States, Canada, Australia, New Zealand and South America. Maximum group size available may vary based on destination. *Exclusions apply. Proof of marketing/promotional material is required to secure 5% per guest discount.

Due Date Deposits/Payments

Within 7 days after contract is sent $400 refundable group deposit for brochure vacations or $500 refundable group deposit per exclusive coach

Within 30 days after contract is sent $500 refundable group deposit for custom vacations

30 days after deposit is recieved A review of marketing activities and sales results

120 days prior to departure A final review of any unsold space and the last day to change or cancel without penalty of the group deposit

95 days prior to departure $200 non-refundable per person deposit for custom groups

65 days prior to departure Final Payment

Important Deposit, Payment and Review Dates


This policy was correct at the time of printing; however, it is subject to change without notice. Conditions apply. Please refer to your group’s contract for details. CST#2077132-20

Trafalgar’s Group PolicyGroups Marketing

An editable flyer will be provided by the Groups Department within two weeks of confirmation of a brochure group. For custom groups, the proposal can serve as a marketing piece; flyers will not automatically be provided. If additional design and marketing is needed, please ask your District Sales Manager for more details.

Air Arrangements•Aminimumof10guestsisneededtoprovideagroupairrate

for each gateway flight, all guests need to depart and return on the same flights. An initial air deposit will be required within 7 days of air space being blocked after receipt of the land deposit.

•Groupairdepositsarerefundableupuntilthecontractedutilization date and will vary based on the airline. Cancellation penalties are separate from the above listed land cancellation penalties. Please see your group air contract for complete details.

•Forrequestslessthan10guests,theGroupsDepartmentcanprovide airfare if a $300 per person non-refundable deposit is provided to hold the flights. Deposit is paid towards the total cost of the airfare and protects for increases of fuel surcharges and taxes. Trafalgar will not book airfare for less than 10 guests unless this deposit is provided.

•Airspacewillonlyberequesteduponthereceiptofthe land deposit.

•Forcustomgroups,airfarewillbeprovidedataNETrateandat 5% commission for brochure groups (special promotional airfare is non-commissionable).

•Seatassignmentsarecontrolledbytheaircarrierandarerequested only at time of check-in.

•Thepackagepriceissubjecttochangeuntilithasbeenpaidin full. After full payment has been received we may pass along additional increases in government taxes and fees. The DOT now mandates that you obtain your clients consent to possible increases. Consent must be given before we can accept any payment on your booking for group airfare.

•Freespacesvarybyairlinesandcanbeincludedinyourgroupflight price if requested. Please ask your Groups Specialist for more details.

Group Cancellation FeesNo risk! Your group deposit is refundable up to 120 days prior to departure. Individual guest cancellation fees also apply.

Individual Guest Cancellation Fees

Days prior to departure Cancellation fees

Outside of 65 days$200 non-refundable deposit + insurance + any applicable airline fees

65 to 22 days25% of total cost + insurance + any applicable airline fees



Day of Departure100% of total cost + insurance + any applicable airline fees

Please see contract for complete details. The above is based on Europe vacations and may vary based on destination or vacation style/type.

TransfersMost transfers are included in our group bookings per brochure transfer times and restrictions; final details will be provided in the contract. One group transfer each way is included per custom itinerary; if more transfers are needed they can be included at a supplement.

Additional Notes•Applicableagencycommissionappliesforbrochurevacationsand

you decide the mark-up on custom vacations.

•SpecificTravelDirectorrequestsaresubjecttoavailability.

•Aminimumof36clientsmustbemetforanExclusiveCoachGroupin Europe and availability is subject to confirmation from Trafalgar. Exclusive Coach requests for destinations other than Europe will vary and may require a different minimum number of clients. Exclusive Coach requests may be denied based on contract space availability.

•Customvacationhotelsandsightseeingaresubjecttoconfirmationafter the land deposit is received and may take up to 30 days for confirmation. Please do not list hotel names on your custom promotional materials until they are confirmed by Trafalgar.



Trafalgar’s Groups Team P 800-626-6603F 800-689-6444

For new group requests, email [email protected]

successfully selling groups reference guide (usa)

Documents

group easy

custom group vacations

group sales successwe

offerings trafalgar

travel weeklys

customer service trafalgar

unforgettable experiences

specific travel desires