Tom Morgan, Travelsphere's trade sales director, has declared that group travel is "booming," and explains why the sector represents a golden opportunity for travel agents
"Group travel isn’t just back - it’s booming. And in the world of escorted touring, that offers a big opportunity for agents.
"Group escorted bookings - whether families, friends, clubs or even corporate teams - are on the rise; at Travelsphere, enquiries are up 300% year-on-year.
"And while escorted touring has always offered curated, enriching travel, what’s changing is who is buying it and why. Today, it’s not just solo travellers or couples; it’s birthday parties in Bordeaux, reunions in Rome, walking clubs in the Dolomites. The market is evolving - and that presents a golden opportunity for agents."
The tide changes
"Why the shift?
"In short: ease, connection and value.
"For many, the planning involved in coordinating group travel—flights, transfers, hotels, sightseeing—is overwhelming. Escorted touring removes the hassle. One booking and one itinerary with expert guides - and everything is taken care of. This peace of mind is a powerful message for agents to share with clients.
"But it's more than logistics. It’s the rise of experience-driven travel. People want to make memories together and turn special occasions into unforgettable journeys. Add in the benefits - such as potential upgrades and additional extras - and it becomes even more appealing."
Opportunity is everywhere
"Touring is also your flexible friend. We’re seeing increasing demand for interest-based group tours - from photography and food to heritage and hiking. Agents can use this to focus on specific departures, matching the tour to the people, not just the place. And we are there to support them with training and key selling hints and tips.
"This is a growth space with huge potential for the trade. If your clients belong to a community, whether a local choir, a cycling club, or simply a big extended family, there’s a touring opportunity waiting. Don’t wait to be asked; suggest it.
"And what’s next? Expect stronger demand for tours that benefit local communities, support ethical tourism, and create memorable cultural connections - something we take seriously with our ‘Cares’ programmes.
"Escorted touring is sociable, seamless and packed with sales potential. For agents, the message is clear: this is the time to think big - and think groups."
"...the message is clear: this is the time to think big - and think groups."
Tom Morgan is Travelsphere's trade sales director.
Earlier this summer, we heard from Travelsphere and Just You's managing director, Adam Kemp, on why the operator continues to prioritise a regional strategy to its trade relationships.
