TTAND Agents Learn How Groups Continue to Drive Business Growth

Group travel emerged as another major focus at this year’s The Travel Agent Next Door conference, with advisors exploring how groups can strengthen client relationships, generate repeat business, and create long-term growth opportunities.

While some advisors already see groups as a core part of their business strategy, others admitted the sessions helped them overcome hesitation and rethink what group business can look like.

“Groups are the true engines behind a successful travel business,” said Cathy Wiechnik of Xcursions. “I will be marketing my luxury groups using strategies I picked up in sessions, as well as one-on-one time spent with suppliers.”

One of the biggest misconceptions addressed during the conference was the idea that groups must be large to be profitable or impactful.

“Groups don’t always need to be large,” explained Nabila Hussain of TravQuest. “Even six people can be considered a group and can be planned efficiently.”

She also highlighted the importance of finding a “pied piper” — someone who naturally brings people together around a shared passion, celebration, or interest.

For advisors newer to groups, the sessions provided practical tools and renewed confidence.

Glen Kennedy of Stewart Travel Group said learning the new TTAND group processes and budget sheets would be “helpful planning groups.”

Meanwhile, Dorena Chin admitted groups had previously intimidated her after difficult past experiences.

“At this conference someone told me, ‘What’s the worst thing that can happen? People say no,’” she said. “I need to take more risks and am planning some groups for 2027.”

For experienced agency owners, the conference also reinforced the operational importance of systems and collaboration when managing group business.

Judith Coates of Wired for Travel explained that she is currently developing a comprehensive “Groups Manual” for her team of associates.

“Priya’s workshop on the costing sheet was a help, as well as discussions I had with other Travel Advisors who do a lot of groups,” she noted.

Other advisors focused on the long-term loyalty and referral opportunities that successful groups can generate.

“One well-executed group often leads to future individual bookings, referrals, and repeat travellers,” explained Karen Desanti of Desanti Travel.

She added that the key to success lies in “having a defined audience, a strong concept, and the right supplier partnerships in place.”

Even advisors who currently book few large groups recognized the growth potential the segment offers.

Arlene Gibbons said she plans to explore new ways to grow through “pied pipers, local community groups and cruise group offers.”

Throughout the conference, one message became increasingly clear: groups are no longer simply about filling space. They are about building communities, creating loyalty, generating referrals, and scaling a travel business in a meaningful and sustainable way.