Why Small Group Travel is Taking Off and How to Book It

Immersive, experiential, authentic, elevated … this is what an expanding segment of the traveling public wants today. It is also the motivation behind the recent growth of small group travel, and describes the benefits it delivers. Read on to learn more about why small group travel is taking off and tips on how to successfully book it.

The why of small group travel

“My clients initially started asking for small group tours as they perceived them to be more desirable from a health perspective. Now in 2024, they are clamoring for such tours as they see them as more exclusive and more personal,” explains Margo McDonough, travel advisor, Blue Skies Travel Center. “Today, small group tours offer an array of bespoke experiences and itineraries ─ they really can offer the best attributes of a group tour and the best attributes of a private itinerary.”

What is trending for Barb Cline, ECC, owner, Barb Cline Cruise Planners, a Cruise Planners agency, is: “… travelers wanting to travel in smaller groups versus large motor coaches with every seat occupied. They also are looking for more of a ‘hub and spoke’ model where they are staying in one or maybe two hotels, and spending more quality time immersing themselves in the destination versus on a motor coach for hours moving to the next hotel. Travelers are concentrating more on adventure, experience, and getting ‘lost’ in a destination to learn more about the culture, food, and history.”

Cline also notes that “people are ‘investing’ in themselves and are seeing the benefit of travel and the importance of using an agent who will listen to them and match them with the perfect travel partner.”

Benefits for travelers

Some of the reasons why people are drawn to traditional (larger) group travel also apply to small groups. Namely, appreciating the safety of being part of a group; having all of the details taken care of by the host so they can just enjoy their journey; and exploring new places in the company of like-minded travelers.

But small group travel offers additional benefits. First, many consumers today still want to go out and see the world, but they prefer to be around fewer people (a residual effect of the pandemic).

Furthermore, traveling in a smaller group allows for a more immersive and exclusive adventure. As Sheri L. Wise, travel consultant/manager,Chester County Travel, says, “Offering a small group experience gives travelers a more in-depth, hands-on treatment for a more unforgettable vacation.”

For instance, one leading tour operator now offers a small group (15 travelers) itinerary that includes a stay at an 18^th-century monastery, as well as a visit to the home of English poet William Wordsworth complete with a wine tasting. Other experiences include art classes or cooking classes that can only be accomplished with a smaller group.

Who wants to go

Next up, we must consider if there is a specific type or demographic of traveler that is predisposed to taking trips with a small group.

McDonough says: “I have a range of clients asking about small group tours. They include active, early retirees in their late 50s to late 60s. These clients worked very hard throughout their lives and now are finally getting to enjoy the fruits of their labor. A small group tour may cost a bit more than a larger tour, but these individuals find it well worth the cost for all the added value. They want to receive more personal attention on tour and more customization, and that’s exactly what a small group tour can offer.”

In addition, Wise reports that, “traditionally favored by an older demographic, escorted group travel is now attracting a slightly younger clientele. This emerging younger market, equipped with the financial means, highly values the small group experience and is particularly drawn to the benefits of a less crowded environment.”

And Cline finds this niche attracting, “empty nesters, multigenerational, solo travelers, and those people who are now not going on ‘vacation,’ rather they are looking for an ‘experience.’ I’ve seen people have changed their perception from ‘taking time off,’ to ‘taking time to grow, learn, and experience.’”

Which destinations fit the bill

An important question is if there are certain destinations that are more suitable for small group travel.

“Our market has experienced a significant shift, with demand for quick, all-inclusive Caribbean or Mexican vacations declining by over 50%. There is now a growing preference for the longer, multi-country European experience. Our customers increasingly favor fully escorted, multi-city tours within Europe, where expert-managed and guided transportation greatly enhances the overall appeal of their vacation,” says Wise.

For Cline, “more and more small groups are very focused on destinations, special events, expedition, food, and adventure. More travelers are requesting travel to special events in destinations in the future like 2030 Oberammergau Passion Play, Albuquerque Balloon Fiesta, 2026 European Solar Eclipse, and Northern Lights. I have seen an increase in travelers wanting to go to a specific region in a country, like Tuscany, Amalfi Coast, Bordeaux Region, Norwegian Fjords. Tours that also have a specific focus like wine, beer, nature and garden lovers, wildlife and history, have been extremely popular.”

For example …

At TMR, we know that our readers love to hear what their travel advisor peers are finding to be successful in their businesses, so we asked our three small group experts to each tell us one of their favorite small group trips booked.

McDonough describes: “One of my favorite small group tour bookings was for a couple who have always wanted to see the Canadian Rockies. I put them on a small group tour of the Canadian Rockies, which included two days enjoying the Rocky Mountaineer. This was a special retirement gift to themselves, and they wanted every detail to be just right. This tour delivered ─ from the stays at iconic Fairmont hotels to a lecture by a Canadian Rockie one evening. My clients said that the small size of the group made it easy to make friends with other tour members. But they noted that the group size wasn’t so small that you got tired of seeing the same faces. They were on an eight-person trip once and didn’t care for a group that small. I personally think the sweet spot is around 15 to 18 group members.”

Another example from McDonough: “I also booked a multigenerational family on their bucket list trip to Alaska. They chose a 7-day, land-based itinerary that I have been on myself and absolutely love, as it travels from Fairbanks to Anchorage and offers a leisurely, relaxed experience at Denali. The grandmother was a bit worried about how the 8-year-old and 10-year-old grandkids would do on a group tour, even though they were well-behaved, and credits the small group size as being a real asset. It was easy to get on and off the coach bus, and easy to find a table to dine at during shared meals. She said her grandkids became the unofficial ‘mascots’ of the tour.”

For more inspiration, Cline offers: “One of my favorite small groups is a customized tour I did for the South Pacific. After spending a few days in Sydney, and then a New Zealand cruise, the group is going to spend 13 days traveling thru Australia. The opportunity to put together an itinerary where clients will see four different regions in one country, and personally experience once-in-a-lifetime memories like holding a koala; seeing up close and personal the Great Barrier Reef; spending time at sunset looking at the Ayres Rock and the Field of Lights; and ending with the Penguin Parade is very rewarding.  Seeing the ‘awe’ in clients’ faces and eyes is priceless.”

Some tips for closing those small group travel sales

For travel advisors looking to sell more small group travel, Cline recommends: “Agents will ask, ‘Where do you find group leaders?’ Remember YOU are the best group leader. Your passion for travel, organizational skills, and knowledge are an invaluable asset as a group leader. Listen to your clients … once you hear a few of them say they would like to go to a specific destination, or try a certain cruise line, or ‘I’ve never seen this or that,’ … you have a group starting. Do your research, book the group space, advertise it, and watch the group grow into that small group.”

She also suggests: “I like booking group space in the future. Many times clients will say, ‘I can’t afford that trip.’ So I break the trip cost down into monthly or quarterly payments, showing them it is very affordable by booking early. I compare this to the ‘Christmas Club’ my parents had when I was growing up … this is their ‘Travel Club,’ and they see travel is affordable.”

Also important, she says, “Find those tour operators who are easy and fair to work with and who deliver a great product. Loyalty to tour operators, instead of trying to sell every travel partner out there, is vital.”

Wise counsels: “Clients who value upgraded experiences, such as spacious seating on flights, or enhanced cruise accommodations such as balconies or suites, are likely to appreciate the value of small group travel. These clients seek higher levels of comfort and uniqueness, which are well-suited to the advantages offered by small group tours. Additionally, small group travel often enhances client satisfaction and generates higher profitability for the agency, as these experiences are priced at a premium.”

McDonough offers this tip: “Selling small group travel is rewarding in that my surveys show that client satisfaction scores are higher than with traditional tours. This translates into repeat business. When a travel advisor is qualifying a client, they should make small group tours part of that initial discovery meeting. Clients may not be aware that small groups are an option; it’s up to you as a travel advisor to educate them on the benefits of this form of travel.”

And Wise sums up the opportunity of small group travel so well: “For the client, small group travel offers opportunities for convenience, camaraderie, and meaningful connections. For the agent, it presents potential for repeat business, referrals, and increased revenue. The bond forged through shared, intimate experiences and the chance to gain a profound understanding of a region’s culture are among the many elements that make travel exhilarating. This is the remarkable gift our world offers when we venture beyond our familiar surroundings.”

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