Case Study: Group Travel

This case study looks at the increasing interest behind the flows and trends in group travel. It discusses the concept of group travel, motivations behind Group travel, case studies within the group travel trend, and some companies that specialize in group travel. The case study also discusses the challenges facing Group travel and the impacts it may have as well as the potential benefits associated with Group travel. Finally, this case study looks at types of destinations popular with group travel and explores key destinations around the world.

Scope

• Group travel refers to any organized, multi-day trip that you pre-book and on which you meet a group of other travelers who booked the same trip. These groups can range in size from a few people to full coach buses of 50 or more travelers. These groups will often include a trip leader, pre-planned activities, and will have most lodging and meals organized. Generally, a group is considered to be 10 or more people traveling together on the same itinerary, and these groups can consist of anyone from complete strangers to friends, coworkers, classmates, or teams. The growth in group travel is part of the larger social phenomenon termed “togethering”. Following the pandemic, travelers are more interested in experiential traveling, either alone, with family, or with a group. All-inclusive group tours have always been a popular option for travelers. Group travel tours are often also designed for travelers looking for specific experiences - like solo female travelers or LGBTQ+ group travel tours. Just as smaller retreat-style group travel has become more popular, so has the demand for private, small-group travel. Contemporary group travel experiences emphasize active engagement and immersive participation over passive observation. Participants are encouraged to immerse themselves in hands-on activities such as cooking classes, outdoor adventures, volunteering, and cultural workshops, fostering a deeper connection with the destination and its inhabitants.

Reasons to Buy

• Gain an understanding of group travel. Recognize the range of the potential challenges and associated benefits of group travel. Gain an understanding of group travel motivations. Gain an understanding of the types of group travel and the companies that specialize in it.