The lead generation channels for land tours show the same trends as in other travel segments. Word of mouth/ referrals are still the most dependable at 85%, and current/past clientele remain a travel advisor’s best friends. Social media (40%) and digital marketing (29%) have had steady growth over the last few years in lead generation, indicating that more advisors are adopting technology to reach out to new clients. CHART 16 | 29 LEAD GENERATION CHANNELS FOR ADVISORS TRENDS IN LAND TOURS Word of mouth/Referrals Current/Past clientele Social media Digital marketing Advisor’s niche or specialization Leads/Referrals from host agency/consortia/franchise Lead/Referrals from partner group Consumer events Private organizations/Clubs Print advertising Church group TV/Radio Marketing 85% 78% 40% 29% 26% 24% 21% 15% 14% 11% 10% 3%