Sometimes small touches can make big impressions.
When people come on one of your trips, there’s little question that the destination should take center stage. But the activities and amenities you include along the way can help shape how people perceive the travel experience and, by extension, how they perceive your organization. And since the purpose of your travel program is to build affinity among your members, that perception is especially important.
If you want to make your travelers feel extra special, here are some amenities and inclusions to consider. Some can be implemented for very little cost.
Drinks and Snacks
Every traveler knows the deep satisfaction of taking a drink of cold water on a hot day or indulging in a sweet mid-day treat. Your travelers can certainly find those things along the way, but they will appreciate you making it easier for them. Work with your transportation company to have a cooler or two stocked with water and soft drinks and bring along a basket of packaged goodies to pass around. These treats feel like little luxuries but aren’t expensive — even for a large group, they’re not likely to cost more than $30 per day.
Meet-and-Greets
Nothing makes group travelers feel more significant than face time with important people. Tap into this potential by arranging meet-and-greet sessions with notable folks in the places you’re visiting: performers in a show, athletes or coaches at a sporting event, or city leaders or dignitaries. You might be surprised how easy it is to get VIPs to come say hello to your group — often, all you have to do is ask.
A La Carte Dining
People who take a lot of group trips know that buffets and limited-selection meals are staples of the tour experience. This dining approach has advantages, of course, but also drawbacks. For a memorable impression, take your travelers to a great restaurant at least once during a trip and let them order whatever they want. Budget for one appetizer, one entree and one dessert per person. The tab will likely come in under your projections. And don’t worry, it’s ok to ask people to pay for their own drinks from the bar.
Nice Swag
Smart marketers have long known that people love swag — branded goods that companies hand out free. So offer some nice, thoughtful items to people who take your trips. To make the best impression, avoid cheap promotional merchandise and opt for quality items that could come in handy for travelers, perhaps a sweatshirt, a hat, a reusable water bottle or a passport wallet, all of which can be customized with your logo. People will love these freebies and continue to use them after the trip ends, which increases your organization’s brand awareness.
Turn-Down Gifts
Luxury hotels figured out decades ago that leaving a chocolate on a guest’s pillow increases perceived value. Leverage this strategy to impress your customers by working with your hotel partners to arrange a turn-down gift once or twice during the trip. These small gifts can range from candy made by a local chocolatier to souvenirs that will remind them of the trip after they return home. If you go this route, be sure to budget for the hotel’s delivery fee, which often ranges from $5 to $10 per room, in addition to the cost of the gifts.
