Why group tours are here to stay: Travel Weekly Asia

Not too long ago, it was predicted that group tours would fall out of favour as more travellers opted for small, private group experiences. Contrary to this belief, traditional seat-in-coach group tours have not only survived but continue to thrive, especially among long-haul travellers.

Tobias Fischer, director of business development at Go Vacation Thailand, a DMC under the DERTOUR Group, shares insights into why these tours remain a popular choice.

Cost-effective travel

One of the primary reasons for the sustained popularity of seat-in-coach tours is their cost-effectiveness. Group tours generally offer a lower price per person, making them an appealing option for budget-conscious travellers who still want to explore new destinations extensively.

“People want to travel, but they still have to watch the budget. And of course, a group tour—what we call the seat-in-coach tour—is naturally cheaper,” Fischer explains. “We have good rates because the tour operator has the buying power for flights, negotiating hotels, and hedging currency exchange rates.”

The joy of shared experiences

Beyond the economic advantages, the social experience of group tours remains a significant draw. Despite the growing trend towards individualised travel, many travellers still value the opportunity to meet new people and share experiences.

“People still want to meet others, but they don’t want to sightsee in the traditional way of simply looking out of a bus window,” Fischer notes. “They want to interact with and engage in contemporary local life—visiting markets, exploring places where locals gather, or joining popular food tours. Travellers are heading to places where there are lots of people; it’s the complete opposite of what was expected post-pandemic.”

Incorporating local elements

Go Vacation Thailand has adapted its seat-in-coach tours to include more local and authentic experiences, enhancing their appeal. While these tours still cover must-see sights—such as Bangkok, Ayutthaya, and Chiang Mai—they now also incorporate visits to local markets, farms, and culturally significant sites. Activities like cooking classes, where a chef takes participants to a market to buy ingredients, add a personal and memorable touch to the journey, according to Fischer.

Appeal across generations

Fischer points out that the average age of group tour guests has remained around 50 for the past two decades, with a notable increase in younger travellers. Even tech-savvy individuals who could easily book their trips online often prefer the security and convenience offered by tour operators, especially for long-haul destinations. The assurance that comes with having an operator responsible for logistics and safety is a significant draw for travellers of all ages.

The role of expertise

In an age where online booking platforms are highly advanced, the role of the travel consultant remains crucial. Travellers still seek expert advice when planning their trips, particularly when faced with an overwhelming array of options.

“The internet and apps are incredibly sophisticated, but when you look at Booking.com and you see the options for Bangkok, you still need a consultant to guide you and say, ‘These are the 10 hotels our company recommends,'” Fischer concludes.