A&K and Globus Introduce Tours to Cuba

It’s official: tourism to Cuba is a go. Two major U.S. tour operators – Abercrombie & Kent and Globus – have stepped into the opportunity and introduced one new itinerary each.  

Many other operators have been working on developing a strategy to tap into the market since January, when the U.S. government announced new regulations allowing nonprofit companies to apply for and receive licenses for people-to-people educational travel to the island nation.

Positioning Cuba
A&K and Globus expect strong demand for Cuba travel from two customer groups – clients interested in history, culture and religion; and clients seeking bragging rights.

“Agents should position Cuba exactly as it is … a fantastic opportunity to see a country that was off limits for decades,” Mike Schields, managing director of groups and emerging markets for the Globus family of brands, told Travel Market Report.

Globus will begin operating a Cuba tour in 2012; bookings open Aug. 10, 2011.

Cuba is a diverse destination, he added. “It is well-balanced with many non-religious attractions and activities that Cuba is known for, such as the history and stories behind the revolution, its magnificent colonial architecture, cigars, vintage American cars, Ernest Hemingway’s home, and many more.”

Bucket lists and bragging rights
While most travelers are good prospects for Cuba because of its diversity, the first clients to market to are those seeking bragging rights or those with bucket lists.

“Good prospects for agents are anyone who wants to be ‘first on their block,’” Schields said.

There are a lot of consumers out there who want to be among the first to go to Cuba. Within two days of announcing its new Cuba tour, Abercrombie & Kent sold out most of its 2011 departures.

“These were primarily sold through travel agents who forwarded the Abercrombie & Kent announcement email to their clients,” a spokeswoman for the tour operator told Travel Market Report.

The majority of the clients who booked were “professionals and entrepreneurs who are widely traveled. Cuba was on their ‘wish list,’” she said.
 
Who wants to go?
Baby boomers are the prime demographic market for travel to Cuba.

“The majority of our clients for Cuba are 50-plus and familiar with the complex relationship the U.S. has had with Cuba, and they are interested in seeing Cuba for themselves,” the A&K spokeswoman said.

Schields agreed, but he urged agents not to discount interest in the country from younger travelers.

“I do think that a big chunk of demand will be driven from boomers, but I remain convinced that the younger generation will also want to experience an undiscovered country and new frontier only 90 miles away from our coast,” he said.

Topical itineraries
While both tour operators include visits to many of the historical and cultural sites associated with Cuba, each has tailored its itinerary to comply with the Open Border Initiative regulations, which require a strong educational, cultural or religious element to all U.S.-Cuba travel.

Globus has partnered with the Center for Caribbean Religion & Culture and focuses its itinerary on the religious history of Cuba.

Abercrombie & Kent has partnered with the Foundation for Caribbean Studies. The operator focuses its itinerary on Cuba’s economic development, specifically as related to agriculture – sugar, tobacco, and coffee.

Room for growth
With only two operators jumping on the Cuba bandwagon, both with just one itinerary each, there’s lots of room for growth. It may be a small start, but it’s a good one, said USTOA president Terry Dale.

“The Open Boarder Initiative has been a high priority for USTOA for many years,” he said. “We are pleased there has been progress and that USTOA members have developed programs.”

Dale noted that broader access to Cuba is needed so that more USTOA members can enter the destination.

Globus is considering developing a second itinerary that focuses on culture rather than religion. But Schields said it will take Cuba some time to catch up with U.S. demand to visit the country. “Since Cuba has been shut off for so long, it will be a long time before all those who want to go, actually do so,” he said.