Tour Operators Welcome the New Year

Happy New Year to our travel advisor partners! Better yet, goodbye 2020. This year, the tour operator members of USTOA are looking forward to growth in new bookings, rising demand for travel products, and continued partnership with travel advisors.

In a survey of tour operator members that was conducted by USTOA, two thirds (69%) of respondents said they are confident or highly confident that guest bookings will increase in the new year. Plus, nine out of 10 members expressed their company’s outlook for resumption of business in 2021 is optimistic or cautiously optimistic.

Half (49%) of responding tour operator members will have operated tours/packaged travel itineraries between July and December 2020. USTOA asked what feedback tour operators received from customers who traveled with new wellness protocols put in place. Nearly two-thirds reported that wellness protocols had no to little impact on the guest experience. A positive sign, surely, that clients want to travel and are willing to comply with safety and wellness regulations to be able to do so.

Travel advisors will be essential to rebuilding tourism. 88% of responding members plan to utilize travel advisors to generate sales as they resume business in 2021, while 80% of members report that travel advisors will play very important or important role in their business in 2021. Three fourths (72%) of members expect business booked by travel advisors to increase or maintain the same in 2021.

Based on new reservations for 2021, “hot” international destinations include Italy at the top of the list, following by Ireland in second. Germany, Greece, and the United Kingdom tied for third. On the home front, Alaska, Arizona, and California tied for first as the top domestic destinations that travelers are booking (based on new reservations only). Florida and Utah tied for second, followed by Wyoming in third.

Small group tours were named the most popular travel product for 2021. Private groups ranked second, followed by FIT, river cruising, small ship cruising, and classic group tours (25+ passengers). Ocean cruising (medium to large ship) was named the least popular.

This insight from USTOA members is promising and shows just how resilient the travel industry can be. While the challenges are not behind us just yet, the future holds many new opportunities.

About the Author

As president and CEO of USTOA, Terry Dale is a global leader in travel and tourism. A sought-after speaker addressing travel and leadership audiences around the world, he serves as an advocate and ambassador for USTOA and the industry at large. He is guiding USTOA “50 years forward” focusing on the most pressing issues of sustainability and DEI during the association’s milestone 50th anniversary year.