Search Travel Market Report

mainlogo
www.travelmarketreport.com
U.S.A.
English
Canada
English
Canada Quebec
Français
Menu
  • News
  • Packaged Travel
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Air
  • Training & Resources
  • Luxury Travel Report

A Dozen Tips For Selling Heritage Travel, Part 1

by Harvey Chipkin  August 01, 2016

Heritage travel is a growing and diversifying market. Where once it meant travelers of a certain ethnicity returning to the country from which their ancestors came, now it might include a bar mitzvah at a Mexico all-inclusive, a search for African roots in South America or a multi-generational Christmas cruise.

Here are 12 tips for growing your heritage travel business.

1. Find a niche
Ellen Paderson, owner of Smiles and Miles Travel, started to focus on the destination bar/bat mitzvah market 10 years ago and now has a large and growing clientele who celebrate the Jewish milestone all over the world. In fact, only about 1% of Paderson’s business involves bar mitzvahs in Israel because, she said, most people plan those trips on their own. 

Paderson had a destination wedding and honeymoon business when she saw a news clip about a bar mitzvah in St. Thomas “and a light bulb went off.” She found a technology expert who swept up multiple domains and key words related to destination bar mitzvahs for her, and was off and running. Today, any search for destination bar mitzvahs will usually show her at or near the top of the page. 

The destination chosen for the bar mitzvah is usually related to the family heritage in a specific country; or the fact that the destination – like St. Thomas which has a historic synagogue – has a strong Jewish history. Or, in the case of cruises, it’s simply a fun way to celebrate as a family. 

2. Know your destination and cultivate contacts
Destination knowledge is key, said Susan Weissberg, CEO of Wyllys Travel. “You can’t wing it. You need not only destination knowledge but the connections to make things happen. We have outside people who can help with ceremonies and so forth. We have been doing this for decades, so we have contacts at synagogues and churches.” 

Stephanie Schneiderman of Tia Stephanie Tours, which offers African heritage tours to a number of Latin American countries including Mexico, said, “There are growing segments of travelers, in the Baby Boomer demographic and Millennial segment, who are looking for much more from their travel experiences. They want to connect with people and through them connect to a place.”

Michaela Cox, an agent with tour operator Authentic Ireland, said, “Some clients do want to meet actual family members—or visit a graveyard or a church where their grandparents were married. We would be familiar with the local library system and the best places to go for public records. This can get very in-depth.”

3. Make the budget argument 
There are a number of selling points to having a bar mitzvah or other event abroad. First, it can actually be cheaper, as fewer people will attend than if it were held at home. Typically, friends and family pay for their own travel, though not always. Sometimes, said Paderson, clients will do the destination bar mitzvah, then just have a small party at home for their child’s friends.

4. Emphasize multi-generational relationships
Weissberg agrees that multi-generational travel is growing in this market because “travelers want meaningful experiences and want to share them with children and grandchildren. We combine the heritage and religious portions with sightseeing and make it a unique and fun experience, something that will stay with them. I had one customer whose bar mitzvah I arranged in Jerusalem; he came back and asked me to re-create that trip for his son. It was literally handed down from one generation to the next.”

Cox said it is not uncommon to have 15 or 16 family members traveling together, learning about family history and absorbing the culture.

5. Know the specific market  
If you’re going to specialize in a market, it’s ideal to have strong personal familiarity with it. But it’s not necessary to share an ethnic or racial background, as long as you do sufficient research. As Paderson said, “Destination bar mitzvahs are almost always for Jews of the Reformed wing of the religion. It’s important to know the differences within the religion.” 

6. Focus on customization
Heritage travel lends itself to customization. Said Cox, “Clients will have family from a particular area and we will ask them about where they are from and what they would like to see. Most of our staff is Irish and knows the country very well. Often it depends on the research the client already has done.”  

Weissberg noted that many Jewish travelers want to visit World War II sites like the Warsaw Ghetto or the former factory of Oscar Schindler, “but in one case we arranged for a visitor to Prague to meet with a Holocaust survivor from that area. It was fascinating to be with somebody who is living history. He not only told stories about his survival but had a positive outlook on moving forward with his life.” 

  1
  0
Related Articles
A Dozen Tips For Selling Heritage Travel, Part 2
Despite Challenges, Germany Expects Tourism To Grow

MOST VIEWED

  1. Power Outage in Spain and Portugal Causes Major Travel Disruptions, Including at Madrid Airport
  2. 5 Things I Liked About Norwegian Aqua – and 4 I’m Not Sold On
  3. Testing the Waters with Dori: Do Travel Advisors Actually Dislike Viking?
  4. Beaches Ocho Rios Resort to Close Doors in May 2025
  5. How Pope Francis’ Funeral Will Impact Travel to Rome and Vatican City
  6. Using a Phone on a Cruise Ship Will Cost Thousands: Urban Myth or Reality?


  1. Travel Advisor Appreciation Month Offers Not to Be Missed
  2. TTC Tour Week Returns with 9 FAM Trips Scheduled for November
  3. Booking on Grandma’s Budget: How Grandparents Are Driving Multi-Gen and Skip-Gen Travel
  4. The Best Hotels to Book in Portugal & Spain: Roundup From an ALGV FAM 
  5. Vanessa McGovern Lands at Global Travel Collection
  6. Ask-an-Advisor: How Do I Strike the Right Balance Between My Budget Conscious Clients and Maximizing
TMR Subscription

Subscribe today to receive daily in-depth luxury coverage, analysis of luxury news, luxury trends and issues that affect how you do business. Subscribe now for free.

Subscribe to TMR

Top Stories
Adventure Canada Announces 2 New Vessels for 2026
Adventure Canada Announces 2 New Vessels for 2026

Adventure Canada will operate two “new-to-them” vessels in 2026.

The Ten ‘Most Christmassy’ Towns in the U.S.
The Ten ‘Most Christmassy’ Towns in the U.S.

The magic of the holiday season is alive and well, delighting visitors young and old, at these all-in Christmas-themed destinations.

Expedition Cruise Is Travel’s Fastest Growing Segment: What Advisors Should Know
Expedition Cruise Is Travel’s Fastest Growing Segment: What Advisors Should Know

TMR’s latest in-depth look at the travel industry is now live.

5 Things to Know About River Cruising with American Queen Voyages
5 Things to Know About River Cruising with American Queen Voyages

For advisors who have never sailed with AQV, here are a few things to know before recommending the line to clients.

Uniworld Introduces Limited Edition Cruise Collection
Uniworld Introduces Limited Edition Cruise Collection

Itineraries include Mystery Cruises, along with LGTBQ+ sailings, floating art workshops and more.

TMR’s 17 Off-the-Beaten Places to See before You Die: Expert Travel Advisors Offer Their Top Picks
TMR’s 17 Off-the-Beaten Places to See before You Die: Expert Travel Advisors Offer Their Top Picks

Who better to tell travelers what the best places to visit are than the people who have made their living exploring every corner of our planet?

TMR OUTLOOKS & WHITE PAPERS
View All
industry spotlight
https://img.youtube.com/vi/PoDL9BufWSo/0.jpg
How Collette Is Supporting Advisors with Tools This Appreciation Month
Advertiser's Voice
Sail Unique With Explora Journeys
About Travel Market Report Mission Meet the Team Advisory Board Advertise Syndication Guidelines
TMR Resources Calendar of Events Outlook/Whitepapers Previous Sponsored Articles Previous This Week Articles
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
71 Audrey Ave, Oyster Bay, NY 11771
© 2005 - 2025 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | Terms and Conditions
Cookie Policy Privacy Policy Manage cookie preferences