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Private touring: the trend to start preparing for

Private tours are set to become increasingly popular as the world recovers from Covid. Abra Dunsby hears from operators for booking trends and selling tips

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Travellers at Morocco's Mount Toubkal
Travellers at Morocco's Mount Toubkal

Not only do private tours enable clients to travel in their own safe bubble of family or friends, making up for time spent apart during the pandemic, they also offer additional perks such as flexibility, hands-on private guiding that can feel more personal, or even the opportunity to self-guide.

 

Operators including Intrepid Travel have adapted their marketing to promote private tours since the pandemic and are already seeing a subsequent increase in client interest. Joanna Reeve, head of business development at the operator, explains: “We have seen a big rise in enquiries and bookings, with a 120% increase in visits to our private group web pages in the past four months compared with the same period in 2019.”


The rise in popularity of private tours is good news for agents, since these trips generally cost more than larger or small-group escorted options, and can include the opportunity for more personalisation and up-selling through add-ons.

Trafalgar is one of many operators to launch private bubble tours during the pandemic
Trafalgar is one of many operators to launch private bubble tours during the pandemic

NEW OPPORTUNITIES

Various operators have launched private and tailor-made tours since the pandemic. For example, InsideAsia has removed its fully escorted Southeast Asian small-group tours, instead offering fully tailored trips across Vietnam, Cambodia, Laos, Malaysia and Borneo.


“The fully tailored travel options allow travellers to see the sights, get beneath the surface of the culture and have the security of guiding throughout,” explains PR and partnerships manager James Mundy.


Insight Vacations and sister brands Trafalgar and Contiki have also launched small private bubble tours during the pandemic. Chris Townson, UK managing director of Insight Vacations and Luxury Gold, explains: “We felt some guests would appreciate an extra sense of reassurance travelling with a smaller group, and also because we understand how deeply we have all missed spending time with our loved ones.”

TIPS FOR TARGETING

As well as talking to families and groups of friends about the possibility of booking private tours, consider special-interest groups, says Intrepid’s Reeve, as guides on private tours can often tailor itineraries to customers’ specific interests.

 

Ben Ittensohn, global head of sales at Explore, which also launched a collection of private tour this year, says self-guided private options or trips that involve taking public transport could be suggested to more adventurous travellers, giving “discovering Japan by train, or a self-drive in Iceland” as product examples.


Private tours are also becoming popular with new-to-touring clients who want to celebrate a special occasion with loved ones, adds Townson, so be sure to let these clients know the options available to them, especially as they are likely to have more cash to spend.


He explains: “We’re finding [private touring] is appealing most to guests who are not typical touring travellers, but are planning an epic bucket-list experience in a destination that might be more daunting to navigate on their own, like the Canadian Rockies or the big highways of the USA, and want to do it with a group of extended family, particularly grandparents wanting to take away their whole families to ensure quality time together and shared memories.”


Intrepid’s Reeve agrees that clients are looking to celebrate special occasions or bucket list-style trips to long-haul destinations on private tours. “Trips that are popular for private groups include iconic treks, such as Everest Base Camp or Mount Toubkal in Morocco,” she says. “We’re seeing extended families travelling together to celebrate a special occasion with a visit to the Galapagos or the Polar regions, for example.”

Costa Rica is proving a popular long-haul private touring choice for Audley Travel's clients
Costa Rica is proving a popular long-haul private touring choice for Audley Travel's clients

DREAM DESTINATIONS

Long-haul destinations are proving popular for 2022 bookings, with operators including Latin Routes, Audley Travel, Exodus, Explore and Intrepid citing trending destinations as Costa Rica, Japan, Vietnam, the US, Canada, Australia and New Zealand.


However, clients booking for this year are opting for short-haul destinations, with Explore revealing that Turkey, Iceland, Albania, Sicily, Chernobyl and Romania are all doing well.

 

So ask operators for marketing collateral and get talking to clients about private touring options – you could soon reap the benefits if you do.

THREE PRIVATE TOURS TO recommend

THREE PRIVATE TOURS TO recommend

Explore’s new seven-night Malta and Gozo discovery private tour has highlights including Valletta, megalithic temples and local wine tasting. From £1,399pp including B&B, driver and local guides. Excludes flights. explore.co.uk


Latin Routes’ Natural Wonders of Costa Rica trip incorporates gentle hikes to waterfalls, opportunities to spot bird life and the famous Quetzal trail walking tour. Starts from £1,799pp for 10 days. latinroutes.co.uk

 

Wilderness Group’s luxury Scotland: Insider Experience trip can be tailored to clients’ interests, with options including castle stays and visits to Loch Lomond, Glencoe and Cairngorms national park. Net prices start from £5,295pp. bit.ly/3fgegkM

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