Edutours as a strategic tool

Edutours have become a key strategy for travel companies and destinations to improve product knowledge, build relationships, and boost sales. These tours are organized by companies like Catlante, Top of Travel, TUI France, and Travel Evasion to give travel agents firsthand experiences of the products they sell.

Immersive experiences for travel agents

Travel Evasion's Pharaoh Tour 2023, for example, gave professionals exclusive access to the temple of Ramsès III at Medinet Habou for one evening. Each year, between 130 and 150 professionals attend these events over three or four days, exploring destinations such as Luxor, Aswan, Abu Simbel, and Cairo, as well as the daily routines of Nile cruises.

Enhancing product knowledge and sales

Hervé Bellaïche of Catlante explains that experiencing the product helps travel agents sell it more effectively, addressing customer concerns about space, community life, and seasickness. The company also holds roadshows in seven French cities, where 300 travel agents have discovered its offerings.

Overcoming sales barriers

Jennifer Le Cornec of Top of Travel notes that low sales do not always mean a lack of potential, as agencies may not be familiar with the products. Edutours help by equipping teams with the tools to better convince customers.

Building brand loyalty and trust

Romain Rortais of TUI France says edutours help build loyalty and extend the brand's value beyond the destination. Bruno Abenin of Travel Evasion adds that the Pharaoh Tour also aims to reassure sellers after the conflict that began on October 7, 2023, by letting them see the situation firsthand.

Selecting the right participants

The selection of participants is crucial for maximizing returns. Catlante focuses on classic cruise sellers, while Top of Travel considers factors like territorial coverage and the ability of agencies to share experiences. Mondial Tourisme lets its sales team select participants based on coverage and knowledge-sharing potential.

Measuring the impact of edutours

Measuring the returns of edutours is complex. While sales are a key indicator, other factors like agency commitment, product recommendations, and the quality of commercial relationships are also tracked. TUI France monitors sales for six months to a year after the trip, while Top of Travel compares sales before and after the event.

Conversion period varies by destination

The time it takes for sales to convert varies depending on the destination, product type, and booking period. Romain Rortais of TUI France says sales can occur even during the trip, while medium-range destinations may generate reservations for the current season. Long-range destinations may take several months or even a year.

Rising costs and financial challenges

Since the health crisis, the costs of edutours have increased, particularly due to air transport and reduced coverage by some partners. Organizers adjust dates, formats, and the number of participants to manage costs. Top of Travel schedules tours out of season and relies on subsidies from tourism offices.

Financial considerations for organizers

At Catlante, the cost of a cabin used for an edutour represents a potential loss, estimated at about 2,000 euros for a week. This highlights the need to select participants with real sales potential. Formats vary according to objectives, with Mondial Tourisme generally organizing trips with about forty participants.

Edutours as part of a broader strategy

Edutours are part of a broader commercial strategy. Mondial Tourisme attributes its growth from 30,000 to 200,000 passengers over ten years to factors beyond edutours, including network trust and shared experiences. Operations can also be triggered by product launches or commitments on hotel, air, or land capacities.

Focus on immersion and local experiences

Organizers are moving beyond simple visits, emphasizing immersion, meetings, and local experiences. Céline Boute of CRT Nouvelle-Aquitaine highlights the importance of these elements. Large gatherings retain interest when they offer a complete experience, helping participants advise on destinations and answer customer questions.

Effectiveness depends on targeting and follow-up

Despite the costs and challenges in measuring their impact, edutours remain a training and commercial development tool. Their effectiveness depends on participant targeting, program adequacy, and follow-up after the trip.