LEAD GENERATION CHANNELS Word of mouth (80%) and past clientele (76%) remain the most effective channels of lead gener- ation for travel advisors, with social media (47%) being a distant third. Another prevalent channel of lead generation is through advisors’ personal recommendations, especially itineraries that they have personally experienced. Social gatherings like private clubs, consumer events and church groups also are great places for acquiring new clients as are leads from partner groups, host agencies and consortia. In fact, one of the advisors said: CHART 24 | 35 Word of mouth Current/past clientele Social media Advisor’s personal experience, specialization Private organizations/clubs Digital marketing Lead/referrals from partner group Consumer events Church group Leads/referrals from host agency/consortia Print advertising TV/Radio marketing 80% 76% 47% 46% 35% 29% 26% 18% 16% 16% 14% 3% Anything from a company picnic to a bake sale can be turned into a lead generation opportunity. As a mark of the times we are living in, digital marketing is emerging as a great way to reach out to potential customers even as the traditional media outlets like newspapers, magazines and radio are becoming less relevant as lead generation channels. GROUP TRAVEL TRENDS