Consumer uncertainty might be prevalent in the current economy, but savvy agents have found a lucrative way of securing customer loyalty, while giving their business a nice little boost on the side – hosting their own escorted tours.
It’s an impressive extra string in the bow of many – but is it worth the time and the hassle involved? And what happens when trips go wrong?
Adventure-focused Lincoln agency Travel Chaps took the decision to market its first ‘South African Safari With Us!’ earlier this year and hasn’t looked back since. All 20 spaces were booked within two weeks of launching the trip, with the departure date set for September 2026.
Co-owner Ashley Phillips says there’s a long waiting list hoping for a cancellation within the South Africa group and eagerly awaiting news of the next trip, which is likely to be Japan.
“Matt (co-owner) and I are very accessible to our clients and we wanted to open our own travel plans to our clients to see if there would be interest. We have clients that are wanting to travel solo but have not yet built the confidence of doing so yet. We also have clients that want to do a more adventurous trip and need to have someone they know ‘leading’ the tour.”
Partnering with a tour operator was easy to arrange, he says: “We book a lot of safaris so they knew we were good for it and had the interest. It was a win-win.”
And using on the ground experts was essential: “We don’t want to be the tour leaders or the guides,” he says. “We are there to facilitate and bring the Chaps fun part to it.”
The benefits are clear, Ashley believes: “Clients become ambassadors for the business, when they see how hard we work and get to know us on a more personal level.” Travel Chaps sees lots of potential in escorting their own tours but they’re not pioneers.
When clients become friends
That’s the reserve of Marion Owen, who has been hosting trips for 33 years as Marion Owen Travel and before that as manager for AA Travel. “One of my first tours, I did wonder how I could afford the time out the office but I always tell everyone to bring along their cheque book and diary so they can make new bookings while they’re away,” she says.
Marion has become lifelong friends with many of her escorted tour groups
Marion takes groups away roughly once a month, and has plenty of regulars who have become her close friends. “We do get a few new travellers on each group, which is lovely as it replaces anyone who no longer feels they can travel at our pace anymore. New faces are always made to feel welcome, and I can cope easily and get to know a few newcomers,” she explains. “It is extremely hard work when you have a coach full of new guests.”
Although guest feedback can inspire where Marion offers tours, she’s also completing her own bucket list. “Life is too short to repeat year-after-year,” she says. “We love off the beaten track – that’s our gap in the market. I can give a date, a destination, and no price or confirmed itinerary and they still send their deposits to ensure their place. That is trust and loyalty and I thrive on this.”
There is another reason to pick a destination you would enjoy seeing yourself, she says: “It may well cost you some hard-earned cash to travel along if numbers are low.”
And she adds another note of caution – hosting is not a holiday: “You can’t go into groups thinking you can sit back and enjoy yourself. It is hard work, if you are going to do it properly. If anything’s not in order, I need to be able to nip it in the bud straight away.”
Marion views her tours as a way to guarantee margins in the way she can’t always do with commission. “As what we offer is totally off the shelf, we can guarantee a full tour and a decent income,” she explains. Off the shelf means spending hours looking for visits to unknown hidden places, she adds.
While Marion’s maximum group size is 52 people, to fill a coach, she says capping it at 36 is easier. However, group sizes can be scaled – Leah Whitton is operations manager at Paramount Cruises (and a current TTG 30 Under 30), and she’s hosted around 14 tours in Europe, the Middle East, Asia, US & Canada, where the group sizes have ranged from 30 to 300+.
“I absolutely thrive on the precision needed to pull off a group tour,” she says. “While 300 sounds like a crazy number we ensure everyone gets a personalised experience and most importantly a smooth trip. I just need a few extra hands in resort to assist me!”
Leah Whitton, operations manager with Paramount Cruises
Guests love the extra level of handholding in an escorted tour, Leah says. “It gives people peace of mind having a Paramount host on hand throughout, and we make sure everything runs smoothly so they can simply relax and enjoy their holiday. We’ve realised that escorted tours are something we do really well and have some exciting additions added for next year.”
Boost margins by up to 40%
Clare Dudley, managing director at Ponders Travel, started running her own trips within three months of opening the Cambridge agency back in 2010. She tested the water with a safe bet – the river Douro, which she knew was always a sell-out.
Nowadays, she runs about two a year, with group sizes ranging from 16 to 40, and always partners with a tour operator to reduce the personal risk. Factors to consider when choosing a destination/tour operator partner include pricing and how single-friendly the tour is. “I listen to what clients want, spot the current trends and also investigate what’s new,” she says. “A couple of times I’ve sent an idea out, had no feedback, and decided against it – but we usually get a good feel straight away if a trip is going to be successful or not.”
The benefit for clients is having someone there to hold their hand: “They love being a part of a small group. Many of my clients have become good friends and they all feel like family,” she says.
For Ponders Travel, there is the financial reward of earning an extra 20%, rising to as much as 40% when they fill their own charters, and Clare enjoys some “lovely trips” too, usually free of charge.
There are always special touches organised by Ponders Travel, that help elevate the tour, such as home pick-ups, special meals and private tours, and Clare produces a photo book to give to group members after each tour. “I’ve even pre-purchased individual named chilli bottles that were overbranded with Ponders Travel,” she adds.
Top hosting tips
Once you’ve done all the groundwork, got your group together, and you’re off on an adventure, how can you make sure it all goes swimmingly? Leah says it’s essential to double-check rooming lists and flight schedules before departure so you can feel confident each time a new group comes together. And keep manifests handy – you’ll need guest contact details ready for the inevitable wanderers or delayed flights.
One of Leah's Mardi Gras tour groups getting into the carnival spirit
Start strong, she advises: “Have a low-key welcome get-together so guests can meet, relax and ask questions before the trip really begins.”
Trip leaders need to be visible and approachable: “Let guests know you’re the go-to person for any issues and how they can reach you if needed. If you’ve done the trip multiple times, don’t be scared to let everyone know you’re the expert!”
Depending on the itinerary, Marion will judge whether to be more hands-on or hands-off: “On faraway tours, everyone knows I am there and I am approachable,” she says. “But do leave them to do their own thing, if they wish. On a recent trip through the Panama Canal, with a small group of 14, we did different excursions and came together for dinner. It was fabulous to enjoy hearing about the different experiences.”
What to do when it goes wrong…
Staying calm under pressure is vital. “Flights or lost luggage are inevitable,” explains Leah. “Whilst you have experienced this many times it may be the guest’s first experience. A simple ‘don’t worry, I will sort it’ reassures them.
She also emphasises how important it is to always have a plan B. “Weather changes everything,” Leah says, and she builds her itineraries with wiggle room, as “not everyone moves at the same pace”.
Back in 2012, Marion faced the ultimate test when she had a Danube river cruise cancelled just 24 hours before departure, due to flooding. At that time the agency had its own coach company and together with her co-director, Marion pulled together a last-minute land tour, replacing the river cruise with hotels.
“Always have a plan B up your sleeve,” she advises. “Stay cool, calm and collected on the outside, while jumping into action.”
How to really make guests smile
Use humour to break the ice, Leah says. “I joke about my Geordie accent when meeting a coachload of guests as they expect a local accent for whatever country we are in. It always catches them off guard.” Celebrate milestones by marking birthdays or anniversaries with a small gesture. “It’s inexpensive but hugely appreciated,” she adds. “We once got a huge birthday cake as we had four guests in the group all celebrating. They were so grateful.”
Marion recommends making a seating plan for dinner, to avoid ending up with odd seats on tables and couples being split. She’s successfully matched people who have gone on to become great friends and travelled elsewhere together.
Finally, end strong. “Wrap up with a warm farewell and a group photo to finish on a high,” Leah says.
Marion even has a soundtrack ready to play on her coaches, featuring the likes of ‘So long, farewell’ and ‘We’ll meet again.”
And for almost every one of her clients, they certainly will.
