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
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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%
30
|
CHART 19
TRENDS IN LAND TOURS
One advisor said, “Personal experience drives sales
for me. We have proven it consistently that when we
go on a cruise or a land tour, we immediately start
selling that product. It has yet to fail. We start selling
brands we have previously never sold because
people see me in the field enjoying the trip.”
One in two advisors said that they would also like
better booking tools, which is important in the case
of land tours because many advisors are building
the packages themselves.
One advisor added,
FAM trips or personal experience (77%) remain the most
in-demand supplier support where advisors are concerned.
SUPPLIER SUPPORT NEEDED TO BETTER SELL LAND TOURS
I need some basic training for
booking engines. I have been
doing this for a while, but when
I add another supplier, it is nice
if there is a training program for
their site.
Fam trip or personal experience
Improved booking tools
Higher commissions/more profitable
Training programs
Improved call center operations
Better supplier pricing
Stronger BDM support
Clear communication on all policies
Effective co-operative marketing promotions
Shorter lead time to access inventory
Dedicated articles and stories in media
Post/video/reels/influencers on various social media
Better performance-linked bonus structure
Access to revenue credit
77%
54%
51%
46%
43%
39%
38%
35%
26%
20%
15%
14%
13%
8%