TTC Tour Brands has unveiled findings from its first iteration of the annual ‘Big Tour Study,’ a comprehensive global survey – including over 1,800 Canadian TTC Tour travellers – to reveal the latest tour trends for travel advisors booking guided vacations.

The company that operates touring brands Trafalgar, Insight, Contiki and AATKings says the results reveal key motivators on going guided, overarching travel sentiment and the implications for the tour industry at large.

“We strive to create the most knowledgeable and resourceful advisor community in the industry and continue to identify ways to better support our partners in their business, said Guy Young, Chief Engagement Officer of TTC Tour Brands.

“This comprehensive annual study will continuously demonstrate what the thousands of TTC tour travellers seek in their travel experience and serve as an asset for travel advisors, arming them with the insights they need to make the sale.”

“Beyond knowing the ins-and-outs of each brand and itinerary, understanding traveller sentiment and purchase consideration is crucial information that our advisors need in their pockets to personally pair each traveller with the right travel experience for them – from premium to value, luxury or special interest,” said Young.

Here are the top 5 key insights TTC Tour’s Big Tour Study uncovered:

Hidden Gems As Important As Landmark Experiences
The majority of TTC Tour travellers cite bucket list travel experiences as the top motivator for going guided (55%), but ranking as even more important is the desire to experience those off-the-beaten path moments that travellers may only find through an expertly guided tour (61%).

While travellers continue to select guided tours to tick off bucket list travel like exploring the National Parks or sipping Tuscan wine in the countryside, hidden gems like dining with an indigenous community in the Dakotas or visiting a historic family-owned and operated vineyard in the hills of Italy is becoming equally as important. TTC Tour Brands says that’s why it continues to forge new and strengthen existing relationships with local hosts.

Guided Tours Take The Hassle Out Of Travel
Tour travellers choose guided tours for the assurance of expertise. 68 percent of TTC travellers trust that TTC organizers are the utmost experts in planning an all-around ideal travel experience.

New Cultures & New Countries Drive Spending & Bookings
The research demonstrates that diving into new cultures (70%) and ticking off a new country (69%) are driving factors for booking a tour. Advisors can convert more sales by diving into the itinerary highlights in new destinations with rich culture elements. These travellers are also open to spending more on travel to guarantee a premium (31%) and personalized experience (40%).

Tour Travellers Seek Like-Minded Connections
Travelling with a tour provides guests the opportunity to easily connect with like-minded travellers, and nearly half of tour travellers cited this is something they desire. TTC says this is a key sales point when advising clients on the benefits of going guided or travelling solo.

The Two-Week European Getaway Reigns
The majority of Canadian working professionals who book with TTC Tour Brands are opting for tours between 8-14 days. Retirees are 16% more likely to book a tour 15+ days compared to working professionals in Canada.

The top regions of interest are Europe & Britain (86%) with the top destinations being Italy (37%), England (36%) and Spain (33%).

About the Data: The Big Tour Study surveyed 1,896 respondents across Canada. Respondents were majority female (69%), aged 55+ (91%) and retired (67%) with avg. HHI of $100k.