Sales and Marketing Segment: Domestic Group Tour

Objectives

  • Successfully integrate the domestic group tour segment into the marketing department, combining with the international effort to create a tourism unit.
  • Create a new tourism specialist position that will lead the effort under the leadership of a tourism manager.
  • Provide marketing support to assist in securing tour groups coming to metro Detroit.

  • Research domestic tourism market to identify the experiences travelers desire on a group tour.
  • Spearhead metro area attractions meetings three times a year to keep members abreast of group-tour initiatives, provide an outlet for members to collaborate and educate the membership on industry news and trends.
  • Identify trade shows, advertising and other opportunities to promote the domestic group-tour effort.

Strategies

Advertising

  • Utilize targeted trade publications to promote metro Detroit as a desired group-tour destination.

Interactive

  • Integrate digital marketing and social media efforts into group-tour segment when appropriate.

Trade Shows

  • Attend the following trade shows: National Tour Association: American Bus Association; Ontario Motor Coach Association; International Inbound Travel; Receptive Tour Operators (RTO) Summit East and West.
  • Develop relationships and promote group tour to domestic receptive tour operators through trade shows, fam tours, sponsorships and memberships as appropriate.