Ask-an-Advisor: How Can I Start With Groups? Should I Let Other Advisors Sell into My Groups?
This is 2025’s first edition of TMR’s Ask an Advisor series, a regular column where a team of travel advisors tackles questions from others in the industry. All questions from this series have been submitted by readers and vetted by the TMR editorial team. This question comes from an advisor struggling with groups:
I’ve been thinking about selling groups for a while. Every time I go to a conference or even a supplier event, groups come up. But the thought of working with that many people at once terrifies me. What tips would you give me to get started? Also, I’ve heard of situations where advisors let other agencies sell into their large groups. Is that really a thing? Why would I do that?
Anna Harrison, Owner & Travel Advisor of Travel Observations
Don’t be intimidated—everyone starts somewhere! Some advisors book one group a year, while others build their entire business around them. The key is to find your own approach rather than assuming you have to follow someone else’s model.
Start small. A group can be as few as 8-10 people, especially in the premium and luxury markets. You don’t need to handle massive groups right away. Instead, focus on where you’re already strong. Look for multi-passenger bookings to destinations, tours, or cruises you love, rather than shifting your entire business model.
Find a “pied piper.” Groups are easier to manage when you have a motivated traveler helping to promote the trip. Unless you have a strong audience, avoid creating a random group from scratch for your first attempt.
Educate yourself before the opportunity arises. Knowing group policies and logistics ahead of time will boost your confidence and help you spot potential bookings. Take detailed notes when speaking with suppliers, as you’ll reference the notes often.
Leverage your BDM and community. Let your supplier’s Business Development Manager (BDM) know it’s your first group—they can offer valuable insights. Connect with other advisors through forums or your host agency.
Streamline your process. Create email templates for payment reminders, packing lists, and arrival instructions, and set up workflows to send them automatically where appropriate. Use a CRM or Excel sheet to track inventory and assignments. Use automation and tools as much as possible.
Lean into your curiosity, and be open to new opportunities this year!
A travel advisor for 10 years and a Conde Nast travel specialist, Anna Harrison is part of the Top Producers Club at Gifted Travel Network and also gives back to the agent community through their mentorship program. She lives in Pittsburgh, enjoying parks, farmers’ markets, and sharing her passion for travel.
Jessica Parker, Founder of Trip Whisperer
Groups aren’t for everyone, so you shouldn’t feel any pressure to jump into the mix. If you are curious and want to give it a whirl, start with your expertise and you’re known for.
The size of the group can depend on various factors like hotel types, transportation, experiences and destination as well as the seasonal demand. You will want to work with partners you’ve worked with a lot and have a mutual trust. If you’re leading the trip, then you need to factor in your time and expenses. That will also play into the size of the group and price point. Decide on what you’d like to make and the guest count that would achieve that. You will need to run through a lot of potential scenarios like would you offer solo travelers or double occupancy only and will you arrange flights.
You also need a contingency plan if you don’t meet your minimum and the grace period your partners will grant, including any deposit requirements. Set departures can be daunting to sell the spaces, so you need to give yourself enough runway with your marketing plan and booking window. Parallely, establish who your target traveler is and your value proposition that differentiates you. If you want to find another trusted advisor, influencer or established business that aligns with your audience, that can expand your reach and sell more spots. The trade off is that you have to factor in their expectations financially and/or trades.
In many places, a group with more than 15 people can start to feel less intimate or change the vibe. I’ve led a group in Lebanon with 17 including two guides myself, founder of Wander Women Retreats Alex Baackes) and a photographer (a great value to consider!), which would be the max I would enjoy leading. On another trip to India that I personally joined with an advisor and influencer Alle Pierce, founder of Gals Abroad Getaways, she had 13 total guests including the two leaders. That was a nice palatable size to maneuver and enjoy top restaurants or intimate places. However, on the flip side, you can scale the trip and make it less expensive for travelers to join when the group is larger. There are pros and cons so you have to weigh those in the planning before marketing.
A good way to manage your first group is to consider a European river cruise, privatize with a tour operator willing to white label or work with a solid DMC that manages larger trips. This way you can start with a trusted partner and existing inventory to tap into.
I’ve known advisors to book a larger yacht rental with Via Croatia with 15 cabins and another advisor sells a few cabins within it. They also introduced Pickleball courts on the sea, so you can pair up players and enthusiasts. Leaning into clubs and hobby groups can be a great way to attract an audience and like-minded travelers that would likely get along well. Or the ladies mentioned above, focus on all-female retreats, which is a huge growing market.
For organization, you want to create a process and forms to keep the information you’re receiving for each traveler. Take a nonrefundable deposit and create firm deadlines should you need to fill a spot if people drop off along the way. If you have partners, set clear parameters, tasks and financial expectations. That can go sideways if you don’t put that in writing early on and all are invested in its success from suppliers to co-marketing.
Groups can be a lot of fun in building community and growing your network. Good luck!
Jessica Parker, Founder of Trip Whisperer, is a luxury travel advisor known for creating magazine-worthy journeys shaped by her two decades of experience. Her background includes working with top travel editors, organizing press trips worldwide, and gaining valuable insights from her time in-house at hotels. Fun fact: Jessica earned her RYA certification in barge school and dreams of retiring on her own hotel barge in France.
Sarah Bonsall, Founder of Latitude 21 Travel
Groups can be an incredibly lucrative revenue stream for travel advisors, but success depends on strategic planning and meticulous contract management. As someone who has navigated the group travel landscape, I recommend starting with lower-risk options, such as destination weddings or cruise groups. The key is to understand every detail of your contract—because one misunderstood clause can potentially cost you thousands of dollars. Before booking, carefully review deposit deadlines, drop dates, and potential penalties. These contracts aren’t just paperwork; they’re financial roadmaps that can either protect or potentially bankrupt your group travel efforts. Start with minimal financial exposure, know your contract inside and out, and build a solid process that minimizes risk.
Communication is the lifeblood of successful group travel. You’re managing multiple travelers with different needs, expectations, and concerns. Create a centralized communication hub—a dedicated landing page, group-specific website, or comprehensive email strategy. Develop a single point of contact who can field questions, provide regular updates, and serve as the group’s primary information source. In group travel, you can never over-communicate. Frequent, clear, and detailed updates help manage expectations and foster a sense of community among travelers.
Leverage technology to streamline group management. Use booking pages, CRM tools, and automated communication to simplify the process. Send multiple pre-trip emails covering entry requirements, packing lists, and other essential information. Be cautious about sharing group space with other agencies—this should only occur with trusted partners or as a last resort to avoid financial penalties.
The potential for profitability in groups is substantial, but success requires a well-defined procedure. Start small, embrace technology, and gradually build your expertise. Like any skill in our industry, mastering group travel takes time, but the financial rewards can be significant for those willing to invest the effort.
Sarah Bonsall, Founder of Latitude 21 Travel, is a seasoned travel advisor with nearly three decades of industry experience. Her background spans airline ticketing, government travel management, and call center operations, giving her unique insights into travel services. Sarah now uses that expertise to craft personalized travel experiences through her award-winning agency.
