International Tours Offered by
Byway - Packager Partnership

Partnerships between byway organizations and tour operators are offering travel packages to international audiences.

Who/What:

Seaway Trail, Inc. and TOURCO, an internationally-known inbound receptive wholesaler, are partnering to offer fly-drive byway tour packages to international audiences. The 2004 packages were based on a variety of themes: lighthouses, castles, foods, scenic wonders, and historic sites, and in some cases included attractions off-Trail. In 2005, through TOURCO, Dublin, Ireland-based tour operator CanAmerica offered a 14-day, 13-night New York Naturally fly-drive package that includes the Seaway Trail.

When:

TOURCO began offering the Seaway Trail packages to international audiences in 2004. Through TOURCO, CanAmerica began offering a fly-drive package including Seaway Trail in 2005 and plans to continue sales in 2006.

How:

The 2004 fly-drive packages offered pre-planned itineraries, ranging from five to 14 days, using the air gateways of New York, Toronto and Montreal. Consumers also had the option to design a "go-as-you-please" package of hotel accommodations, allowing the travelers to visit sites wherever they chose between hotels. Travelers received site vouchers with driving directions.

The packages were promoted through a color insert in Seaway Trail’s annual travel guide magazine and in TOURCO’s promotional materials for travelers and travel sellers. A 50,000 - copy overrun of the Journey magazine insert was distributed to AAA offices in the U.S. The packages were promoted by Seaway Trail staff on a sales mission to Europe and via advertising in European publications.

TOURCO answers a toll-free phone number to take orders for the packages and designed a webpage - hosted on the Seaway Trail website. The consumer order form was electronically referred to TOURCO offices for processing.

TOURCO offers wholesale net rates to domestic and international tour operators. Seaway Trail, Inc. was to receive a percentage of packages sold domestically; TOURCO did not want to offer a percentage on international packages due to the number of middle sellers involved in those packages.

“These packages offer a taste of ‘real America' to seasoned FIT travelers who have already been to New York City, Las Vegas, and Disney World,” says Seaway Trail, Inc. Executive Director Teresa Mitchell. “Working with TOURCO provides the opportunity to extend the Seaway Trail’s travel and vacation resources to audiences throughout North America and around the globe.”

Funding Potential:

The funding potential of this type of byway-business partnership varies by the number and success of packages offered and the percentage of sales negotiated for return to the byway organization. Success of packages may also be influenced by the extent of marketing and visibility the packages receive in optimum marketplaces.

Following no sales of the 2004 Seaway Trail packages, TOURCO chose two of the packages for promotion in 2005. The fact that many Europeans book their travel packages in advance through travel agents may have hurt first year sales. Domestic travel sellers’ continuing interest in selling Disney and other traditional travel package destinations may create a challenge for the byways to insert themselves as an attractive niche product.

Another byway organization worked to develop tour packages with a consultant who projected annual sales of 125 packages. The byway representatives set a goal of selling 35 to 50 packages in the first year, using an ad campaign to drive consumers to the byway website. The packages link the byway with a major city gateway and a nearby national attraction as lures. The byway organization priced the packages with a 10-15 percent markup.

Why International Tour Packaging Partnerships:

• Generate visibility of the byway with international audiences

• Provide an economic engine for tour packager and byway organization

Resources:

Seaway Trail, Inc.