Q&A with Dave Wiggins
In TravelMole’s ongoing interviews with people in the travel business, David Wilkening talked with Dave Wiggins, who has headed up adventure travel companies and now is director of marketing for Austin-Lehman Adventures.
Q) What are some trends of where group travel is going these days?
A) Group travel for us has always been small groups but we’re seeing an increase in the number of private trips that people can arrange.
Q) What kind of trips do people want?
A) We just had a private group of young presidents. They wanted to go to Cabo San Lucas at the tip of the Baja. They wanted some surfing, some fishing, some snorkeling and some hiking and biking.
Q) It’s certainly easier for group trips to be profitable, so what do you do about private trips to be sure they make money?
A) For us, it all has to do with margins, obviously. We are able to charge a price that’s competitive but still make our margin. Our customers tend to be in the upper range, anyway.
Q) How much more are private, customized trips?
A) They’re paying anywhere from 10 to 50% more.
Q) Why is there more demand for custom trips?
A) No. 1, people have more money. No. 2, they want to call their shots and have things their way. People have money and they’re not afraid to spend it.
Q) What areas are particularly popular with group travel these days?
A) Latin American countries are doing very well. So is Alaska. Costa Rica and is really off the wall.
Q) Why Costa Rica?
A) It continues to be perceived as a safe place to travel. It’s very exotic and easy to get in and out.
Q) You mentioned Alaska, but that’s only seasonal…has anyone ever tried to do winter group trips there?
A) We have at times done tours that combined dog sledding and snowmobiling. A few years ago, we tried a winter custom trip but it didn’t sell well.
Q) Obviously, group travel in common with other types of travel has made a comeback since 9-11?
A) After that, people did pull back. They didn’t travel as much. Everyone was waiting for the other shoe to drop. But thank God, that didn’t happen, and the economy this year is coming back to earlier levels.
Q) How do you define adventure travel, anyway?
A) It’s where you’ve got a soft bed at night, gourmet meals in restaurants, maybe some spa services available. But you’re active and burning calories all day.
Q) Are the adventure travel companies following the lead of others in the industry by consolidating and getting larger and larger?
A) In our own case, any consolidation we’ve done is from within. We’ve formed a marketing alliance with four others to brand together. We share a data base and try to recommend our clients to other companies. It’s really a cost effective way for us to market with like-minded but non-competitive companies.
David
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