NTA’s Prez: Helping Members Build Unique Itineraries

NTA needs to continue to help its members develop special interest travel and niche markets, according to its new president.

Pam Inman, who took the reins at NTA, last month, said members have been telling her that Internet savvy travelers often search online for their own unique experiences. The association can help through education and by bringing specialists together at its annual Travel Exchange.

NTA also has a lot to offer travel agents who, for the first time last year, were invited to that convention, said Inman. The agent part of the gathering features agent-specific education and opportunities to connect with NTA members.

Travel Market Report spoke with Inman about the event, NTA’s future focus and how its members have fared during the past year.

What are your goals—and priorities—for NTA as its new president?
Inman: My style is first to make sure I understand the big picture and what will work best for NTA. Even at this early stage, though, I see three key areas I’ll focus on.

They are: growing our membership numbers and strengthening our base by making a careful assessment of the structure, leadership and dues model. Then proving NTA’s industry relevance by expanding our international reach while strengthening our domestic markets. And also making sure we have a strong representation in Washington, D.C., and participate in coalitions that advance our issues.

Will you be taking the association in any new directions?
Inman: Every business has to change to stay relevant, and NTA will change, too. I am listening to what members need to make their businesses stronger and more profitable. And you know, you don’t need a crystal ball to be a good leader. It’s more important to recognize trends and support our members as they pursue success.

For example, our operators are saying that today’s travelers are Internet-savvy consumers who often search on their own for unique travel experiences. It’s incumbent on NTA, then, to continue to help our members develop special-interest travel and niche markets. We do that through education and by bringing specialists together at Travel Exchange who will build unique, exciting itineraries.  

Last year was the first year NTA invited travel agents to its annual convention.  Are they invited again? Can you share any parts of the agenda that will appeal specifically to agents?
Inman: We’re excited to include travel agents at Travel Exchange ’15 in New Orleans. Our two-day program, Jan. 19 to 20, includes a meet-and-greet session with NTA members, agent-specific education sessions and networking with DMOs on the convention floor. Plus, agents will be able to participate in general education sessions, attend a wine and cheese reception and enjoy our spectacular Broadway Luncheon.

NTA has a lot to offer agents in terms of education and expanded product, and agents are eager to connect with the markets our members represent. And here’s a great statistic: 61% of our tour company members offer commissionable packages, so as operators expand their product, agents can too.

NTA has focused in the past on inbound travel to the U.S., particularly the Chinese market. Is there anything new in that arena?
Inman: Our members are involved in the North American market—to, from and within. And inbound Chinese travelers continue to be a major focus. Something we’re doing for the first time this fall is offering fams with several Tanger Outlet shopping centers [they are in 26 states and Canada] for operators in our China Inbound Program.

We have more than 180 U.S.-based tour companies registered in that program, and our data shows those NTA operators handle about 40%of all Chinese travel into the U.S.  The market is enormous.

China is the fastest-growing source of U.S. inbound travel, increasing 26% in 2013 from the year before. Taking a broader look, we see the market has gone from 320,000 Chinese visitors in 2006 to a projected 4.3 million in 2018. We’re proud to claim credit for part of that growth. In 2007 NTA was granted the exclusive right to register U.S. tour operators for handling inbound Chinese group leisure travelers.

Can we expect any new marketing initiatives or programs from NTA under your leadership?
Inman: One area I’m looking to enhance is advocacy. NTA already has a broad base of engagement, and I look forward to finding new ways of getting more members involved in influencing the policies and regulations that impact their operations.

Policymakers are always interested in learning about sectors of the economy that have an impact on their constituents, so we want to expand their awareness of the tour industry and show them how our members keep the economy moving.

How has business been for NTA members this year? I gather it’s been good according to a mid-year survey of your members.
Inman: In July we asked members to compare their business during the first six months of the year to the same period in 2013. All three membership categories—tour operators, tour suppliers and DMOs—reported increases in the first two quarters of 2014: 65% of operators served more clients, 59% of suppliers reported more guests and 71% of DMOs said they had more visitors.

Not only is business better than 2013, but members are reporting that it’s better than before the recession. Nearly two-thirds of operators, 62%, are booking more tours and 72% report their revenue is stronger now than during pre-recession highs of 2007 and 2008. Only one in five tour suppliers and DMOs said business hasn’t caught up to what they experienced just prior to the recession.

What’s responsible for those results?
Inman: It’s the end of the recession—or its gradual winding down, anyway—that has led to increased business for our members. To meet the pent-up demand for travel, they’re offering tremendous travel experiences for every age and interest. The product keeps getting better. The recession was global, of course, so as the economy recovers worldwide, we’re seeing more travel, both within and between countries.