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Today's Marketing Insights is all about the 'groups' market.

For many years, the domestic group travel or coach tour industry has been an important part of the UK’s tourism industry.

Groups have historically been guaranteed business for many tourism organisations, with up to 50 people on a coach coming often during week day and shoulder periods.

However, because of the pandemic, hundreds of coach companies, many of them well established, went out of business. It's been devastating for them.

So, the question I have as a marketer in the visitor economy is, should it be a market that we are still looking at trying to attract? If so, how have things changed and how do we market to these customers in 2024?

I am joined on the show by group travel specialist Steve Reed from Steve Reed Tourism to talk to me about it.

For the podcast summary and links head to https://visitorelves.co.uk/insights/

Enjoy the episode

Huge thanks to podcast sponsor Noble Performs.

Noble provide Unstoppable digital marketing to maximise your performance. From SEO to Paid Social and more, we have the tools you need.

Find out more about host Kelly Ballard and the Visitor Elves here.

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