Search Travel Market Report

mainlogo
www.travelmarketreport.com
U.S.A.
English
Canada
English
Canada Quebec
Français
Menu
  • News
  • Packaged Travel
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Air
  • River Cruise
  • Training & Resources

NTA Addresses Shift to Younger, More Diverse Tour Market

by Robin Amster  January 24, 2013

The younger and more diverse nature of the tour market took center stage at the National Tour Association’s annual Travel Exchange, which presented sessions on faith-based, family, adventure, culinary and Hispanic travel.

“We supply our members with the tools for success, and that often means entering underdeveloped markets,” NTA president Lisa Simon said at the conference, which ends today.  

This year’s exchange, held at Orlando’s Orange County Convention Center, was the first combined event with UMA, the United Motorcoach Association. The event drew 1,800 NTA members and 1,800 UMA members.

Significant market changes
Along with the importance of entering new niches, Simon noted significant changes in NTA’s markets. Five to 10 years ago, 85% of NTA clients were seniors, compared to 30% now.

“We’re also seeing a continuing reduction in group size and length of tours, as well as a lot more customizing of tour products,” Simon said.

This was the second year NTA addressed faith-based and Hispanic travel with a Faith Tourism Leaders Forum and Hispanics in Travel Caucus. The organization introduced its first Family Travel and Adventure Tourism Leaders Forum this year.

Evolving faith-based travel
The faith-based travel market is changing, said Paul Larsen, CEO of Ed-Ventures. “Pilgrimages tend to be larger groups, but there’s a desire for smaller groups and for innovation.”

There’s also a lot of “cross-over” in faith travelers who’ve been abroad, to the Vatican for instance, and “want to get this experience closer to home,” he said.

Hispanic business development
Olga Ramudo, president and CEO of Express Travel, is a leader in the Hispanic travel sector. Ramudo chairs the NTA-ASTA Hispanic Business Development Task Force, which she called “a historic alliance.”

Those who want to capture this business must have staff who understand and know how to communicate with the market, are familiar with the cultural nuances and can help with product development and promotion, according to Ramudo and other specialists.

Family matters
Families are the fastest growing leisure travel market, according to Nancy Schretter, founder and managing editor of the Family Travel Network.

Forty-four percent of all leisure travelers brought kids along on their trips in 2012, up from 26% in 2000, according to the 2012 Portrait of American Travelers Survey from MMGY Global.

Schretter advised those who want to sell this market to discard the stereotypical image of families as “two parents with kids under 12 years old.”

“It’s important to focus on a broader definition of family as any combination of family members traveling together, regardless of age,” she said.

Wider adventure options
Specialists in the adventure travel field also recommended broadening the focus of adventure travel to include less strenuous physical activities, like walking instead of hiking, as well as experiences that immerse travelers in local cultures.

Debra Asberry, president and founder of Women Traveling Together, said her clients are often intimidated by the more extreme adventures but are comfortable with softer adventure travel experiences offered in a supportive atmosphere.

‘Everyone has to eat’
Food and wine, meanwhile, provide “tangible examples of what’s unique about a destination,” said Laura Mandala, managing director of Mandala Research LLC. Culinary experiences bring increased spending and length of stay on tour programs, she added.

Erik Wolf, president and CEO of the World Food Travel Association, stressed the importance of culinary experiences in travel. “Eating and drinking are 100% participatory,” he said. Clients don’t have to go to a museum or a particular attraction or shop, but everyone has to eat, he said.

  0
  0
cro
Related Articles
NTA Closes Shanghai Office, Stays Focused on China Market
NTA Closes Shanghai Office, Stays Focused on China Market
The Object of Desire: Hotel Companies Target Young Agents
Faith Travel Assn. Begins Its Work
NTA and Agents: A Good Fit
Agents Find Value in NTA Exchange
NTA Closes Shanghai Office, Stays Focused on China Market
Hard-Hit U.S. Tourism Industry Calls for End to Shutdown
NTA Sets Up Shop in Shanghai, Courts Inbound Travel from China

MOST VIEWED

  1. KLM Strike Forces Over 100 Flight Cancellations at Amsterdam Schiphol
  2. The U.S. Government Shutdown Is Starting to Impact Travel
  3. How Would a Government Shutdown Impact Travel?
  4. 9 New All-Inclusive Resorts in the Caribbean and Mexico Opening in 2026
  5. Here Are All the New Cruise Ships Coming in 2026, 2027, and Beyond
  6. Virgin Voyages Launches Three-Tiered Pricing System, Unbundles Gratuities


TMR Subscription

Subscribe today to receive daily in-depth coverage from all corners of the travel industry, from industry happenings to new cruise ships, hotel openings, tour updates, and much more.

Subscribe to TMR

Top Stories
Central Holidays Unveils Exclusive Egypt 2027 Solar Eclipse Experience
Central Holidays Unveils Exclusive Egypt 2027 Solar Eclipse Experience

The new trip promises “once-in-a-lifetime” views of the 2027 solar eclipse.

‘We’re Not Just Counting on Our Good Looks Anymore’: Caribbean Leaders are Rethinking Tourism
‘We’re Not Just Counting on Our Good Looks Anymore’: Caribbean Leaders are Rethinking Tourism

Strategic cruise partnerships, events marketing, and culinary tours are all part of the plans.

Inside Travel Group Adds India Travel Packages
Inside Travel Group Adds India Travel Packages

The Asia-focused tour operator is adding India to its list of destinations.

Every Major Update for Disney Parks, Resorts, & Cruise Line from D23 2025
Every Major Update for Disney Parks, Resorts, & Cruise Line from D23 2025

Disney held its annual D23 fan event over the weekend.

The Beak and Barrel: Everything You Need to Know About Disney World’s Newest Lounge
The Beak and Barrel: Everything You Need to Know About Disney World’s Newest Lounge

Magic Kingdom’s pirate-themed lounge opened on Aug. 29, 2025.

Fiji Celebrates Record-Breaking July Arrivals
Fiji Celebrates Record-Breaking July Arrivals

Fiji welcomed its highest-ever number of visitors last month.

TMR OUTLOOKS & WHITE PAPERS
View All
industry spotlight
https://img.youtube.com/vi/N15JYkRwd0s/0.jpg
How TTC Tour Brands is Innovating for Travelers and Partnering with Advisors for Success
Advertiser's Voice
Explore Antarctica, Greenland & Beyond with HX
About Travel Market Report Mission Meet the Team Advisory Board Advertise Syndication Guidelines
TMR Resources Calendar of Events Outlook/Whitepapers Previous Sponsored Articles Previous This Week Articles
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
71 Audrey Ave, Oyster Bay, NY 11771
© 2005 - 2025 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | Terms and Conditions
Cookie Policy Privacy Policy Manage cookie preferences