To ensure we continue to help GTOs and coach operators discover the best ideas and most appropriate advice, and to share insight with the travel trade, we asked readers and the wider market to complete a new survey.
Getting the latest views and insight from group travel organisers means we can better understand our audience and be able to share valuable information and trends with fellow GTOs and those working in the travel trade.
Of course, asking where GTOs find ideas, advice and contacts is also important, as are their opinions on what we do and offer. We also wanted to know where group organisers are going for trusted sources of information and how they discover what’s new.
The survey allowed participants to respond over a period between 15th March and 16th April 2023 and we had 322 genuine respondents. This was a survey for group travel organisers and anyone not meeting that criteria, or any ‘spam’ or ‘bots’ were filtered out and not included in the final results.
Here’s what we found out…
For starters, we had a good mix of GTOs respond.
WE ASKED: who do you organise group trips for?
| Social Club | 19% |
| Special Interest Group | 11% |
| Retirement Club / Association | 16% |
| U3A | 8% |
| PROBUS | 2% |
| Women’s Institute / Guild | 6% |
| Sports Club | 8% |
| Friends | 11% |
| Family | 6% |
| Other | 13%* |
* answers included: National Trust Association, Theatre Group, Cruise Group, Church, Charity, Rotary, Community Group, NHS, Village, History Society, Youth Groups, Arts Society.
WE ASKED: how many members are there within your group in total?
| 50 or less | 25% |
| 50-100 | 28% |
| 200-300 | 15% |
| 300-400 | 7% |
| 400-500 | 4% |
| 500+ | 8% |
| 1000+ | 5% |
WE ASKED: what age ranges do you have in your group? (select all that apply)
| 18 and under | 20% |
| 18-24 | 22% |
| 25-34 | 40% |
| 35-44 | 33% |
| 45-54 | 36% |
| 55-64 | 46% |
| 65-74 | 55% |
| 75+ | 51% |
WE ASKED: How far ahead do you normally plan group trips and holidays?
| Type | 3 months or less | 3 months+ | 6 months+ | 12 months+ | 18 months+ | n/a |
|---|---|---|---|---|---|---|
| Day Trips | 27% | 26% | 25% | 14% | 4% | 4% |
| Theatre Trips | 21% | 26% | 19% | 11% | 4% | 19% |
| Short Breaks in Britain | 15% | 15% | 25% | 29% | 3% | 13% |
| Short Breaks Abroad | 14% | 13% | 21% | 20% | 3% | 24% |
| Short Haul Holidays (a week+) | 10% | 17% | 16% | 22% | 10% | 25% |
| Long Haul Holidays | 8% | 12% | 14% | 17% | 12% | 37% |
| Cruise Holidays | 10% | 10% | 10% | 15% | 9% | 46% |
WE ASKED: How far are you willing to travel as a group for…
| Type | Up to 25 miles | Up to 50 miles | Up to 100 miles | Up to 200 miles | 200 miles+ | n/a |
|---|---|---|---|---|---|---|
| Day Trips | 11% | 32% | 28% | 17% | 8% | 4% |
| UK Short Breaks (2-5 nights) | 3% | 10% | 27% | 27% | 21% | 12% |
| UK Holidays (6 nights or more) | 3% | 7% | 16% | 28% | 30% | 16% |
WE ASKED: How many trips do you organise in a ‘normal’ year?
| Type | 1 - 10 | 11 - 20 | 21 - 30 | 31 - 40 | 50+ | n/a |
|---|---|---|---|---|---|---|
| Day Trips | 54% | 18% | 13% | 7% | 4% | 4% |
| Theatre Trips | 40% | 17% | 9% | 11% | 4% | 19% |
| UK Short Breaks | 54% | 11% | 13% | 8% | 2% | 12% |
| European Breaks & Holidays | 32% | 12% | 19% | 9% | 2% | 26% |
| Long Haul Holidays | 18% | 12% | 17% | 14% | 3% | 36% |
WE ASKED: What type of trips / excursions do you usually organise? (select all that apply
| Concerts and Festivals | 33% |
| Christmas / Festive | 60% |
| Exhibitions & Shows | 34% |
| Gardens | 60% |
| Guided Tours | 43% |
| Historic Venues | 57% |
| Live Sport Experiences | 12% |
| Museums / Visitor Centres / Galleries | 58% |
| Ocean Cruising | 14% |
| River Cruising | 17% |
| Shopping | 24% |
| Theatre | 53% |
| Theme Parks | 15% |
| Vintage / Historic Railways | 28% |
| Walking | 15% |
| Zoos and Wildlife Attractions | 17% |
| Other (please specify) | 7%* |
* answers included: archaeology sites, dancing, mystery, seaside, pubs/restaurants, day river trips.
Magazines and media habits
WE ASKED: What magazines or publications do you read or use on a regular basis to find ideas and advice for group trips and holidays? (select all that apply)
| Group Leisure & Travel | 87% |
| Who’s Who in Group Leisure | 72% |
| Coaching Venues & Excursions Guide | 54% |
| Group Travel World | 18% |
| Coach Tours UK | 5% |
| Group Travel Today | 2% |
| Coach Touring | 2% |
| The Blueprint Guide to Group Travel | 11% |
| Discover Britain for Groups | 6% |
| Other (please specify) | 3%* |
* answers included: AGTO Magazine and newsletters, leaflets and newspapers, The Times, web.
87% of respondents said they read Group Leisure & Travel magazine on a regular basis, and 71% told us it was their most trusted and important source of information.
WE ASKED: Which magazine or publication is your preferred reading choice? (select only one)
| Group Leisure & Travel | 71% |
| Who’s Who in Group Leisure | 9% |
| Coaching Venues & Excursions Guide | 7% |
| Group Travel World | 4% |
| Coach Tours UK | 1% |
| Group Travel Today | 1% |
| Coach Touring | 1% |
| The Blueprint Guide to Group Travel | 2% |
| Discover Britain for Groups | 2% |
| Other (please specify) | less than 1%* |
WE ASKED: When selecting or considering trips, visits, holidays or any form of group travel, which magazine or publication is your most trusted and important source of information? (select only one)
| Group Leisure & Travel | 71% |
| Who’s Who in Group Leisure | 10% |
| Coaching Venues & Excursions Guide | 7% |
| Group Travel World | 4% |
| Coach Tours UK | 1% |
| Group Travel Today | 1% |
| Coach Touring | 1% |
| The Blueprint Guide to Group Travel | 2% |
| Discover Britain for Groups | 2% |
| Other (please specify) | less than 1%* |
WE ASKED: Do you keep copies of magazines, guides, directories, etc to use for future reference?
You said…
Yes 84%
No 16%
WE ASKED: What websites do you visit or use to find ideas and advice for group trips and holidays? (select all that apply)
| Group Leisure & Travel | 66% |
| Group Travel World | 19% |
| Coach Tours UK | 7% |
| Group Travel Today | 2% |
| Coach Touring | 2% |
| The Blueprint Guide to Group Travel | 9% |
| Discover Britain for Groups | 5% |
| We Want Groups | 7% |
| Other (please specify) | 8%* |
| None of the above | 7% |
* answers included: venue-specific websites, tourist boards, TripAdvisor, AGTO, English Heritage, National Trust, supplier websites, hotel websites.
WE ASKED: Which website is your preferred reading choice? (select only one)
| Group Leisure & Travel | 58% |
| Group Travel World | 9% |
| Coach Tours UK | 4% |
| Group Travel Today | 4% |
| Coach Touring | 3% |
| The Blueprint Guide to Group Travel | 6% |
| Discover Britain for Groups | 2% |
| We Want Groups | 2% |
| Other (please specify) | 6%* |
| None of the above | 6% |
* answers included: tourist boards, TripAdvisor, hotel websites.
The Group Leisure & Travel website was used regularly by 66% of respondents, with the next best at only 19%.
WE ASKED: How do you use social media and what social media platforms do you use?
When it comes to the use of social media, nearly a quarter of respondents (21%) confirmed that they do not use social media at all. However 55% told us it was a useful tool to ‘communicate with group members’ but a further 19% said they ‘do not use social media for any group travel purposes’.
| 52% | |
| 27% | |
| 17% | |
| 17% | |
| 15% | |
| TikTok | 17% |
| Snapchat | 5% |
| Other (please specify) | 4%* |
| None of the above | 27% |
* answers included: WhatsApp, Telegram, Meetup.
Exhibitions
WE ASKED: What exhibitions do you visit to get group travel ideas and meet contacts? (select all that apply)
| Group Leisure & Travel Show | 71% |
| Excursions | 33% |
| British Tourism & Travel Show | 15% |
| London for Groups Live | 9% |
| Other (please specify) | 3%* |
| None of the above | 11% |
* answers included: World Travel Market, local tourist board shows.
WE ASKED: What is your preferred exhibition to visit? (select one)
| Group Leisure & Travel Show | 65% |
| Excursions | 16% |
| British Tourism & Travel Show | 12% |
| London for Groups Live | 5% |
| Other | 2%* |
WE ASKED: If you have any comments about Group Leisure & Travel magazine and its portfolio we’d love to hear your thoughts in the comment box below…
Here are a selection of answers…
- An excellent resource which I always look forward to receiving.
- The layout of the magazine draws you in to read fascinating and interesting articles, very rarely do I skip a page!
- The magazine is very well presented, knowledgeable and good for finding new locations and shows.
- I feel there is a need for a brochure/information on pubs/restaurants throughout country for coach groups for meals/entertainment or comfort stops.
- I enjoy the hard copy more as I find it easier to refer back to.
- Always a good read, particularly interested in what other group organisers have to say about venues they have taken groups to.
- I enjoy having a quick look, then talking about ideas and places of interest to my colleagues.
- Keep doing what you’re doing it is very helpful.
- I like the suggestions of places to visit, and always keep their phone numbers so that when and if we decide to go there then I have the information at hand.
- I always find the magazine interesting even the “Old Grumpy”.
- Group Organising is pleasurable but hard work. The Group Leisure & Travel Magazine is a useful tool to fine tune and pinpoint the better places to visit.
- We always enjoy going to the MK show you organise and sometimes go to the dinner and awards evening.
- Excellent magazine and we enjoy going to the show.
- Full of interesting places to visit. Only book via telephone, as all my questions are then answered.
- Great magazine as it provides inspiration as to possible visits and ideas for day trips and short breaks.
- Just the perfect magazine for everything I need. Why would I even bother to look anywhere else?
The 2023 ‘Organising Group Trips & Holidays’ survey ran online between 15th March and 16th April and we had 322 respondents. Thank you to everyone who took the time to contribute.
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