Carl Meadows, President
ETC Publishing, Inc.
2254 Emerald Drive
Castle Rock, CO 80104-2703
Tel: 720-733-2003
Fax: 720-733-2046
E-mail: etcpublish@qwest.net 

Carl Meadows is an acknowledged expert in several areas of the travel industry. Starting in the travel business in 1970 as an outside sales representative for a local Kansas City travel agency, Carl went on to become Director of Group Sales for one of the largest franchise travel agencies in the USA. During his career, Carl has owned and operated successful travel agencies, produced international conferences and tradeshows. Since 1984, Carl and his wife Anne, have owned and operated ETC Services, Inc., a group travel company specializing in international travel, conference and convention meeting planning, and corporate incentive travel. Carl is also a consultant to group travel leaders. 

SOME GOOD NEWS FOR A CHANGE!

By Carl Meadows

First, let's review recent bad news that has probably affected your travel business: terrorism, the threat of war, a ravaged stock market, business travel free-fall, evaporating commissions, and internet competition.

So is there any good news? Is there an opportunity to generate business now and into the future? 

The answer to both questions is an emphatic yes! According to Newsweek magazine, by 2005, travel industry revenue is expected to be the number one contributor to U.S. Gross Domestic Product (GDP). And the single biggest segment of that growth will be leisure travel; most which will be leisure group travel.

As travel industry professionals we are witnesses to a sea of change in travel habits and patterns; what I call the new travel paradigm. 

You may be skeptical about that last point, but I would ask you this; how many individual foreign trips have you booked since September 2001? By contrast, group travel to foreign destinations has grown significantly over the same period.

So how do you capture a share of the leisure group travel market? Who are your best prospects? 

That's the beauty of group business. It's not just one set of people. There is a full spectrum of possibilities, from young to old, multiplied by interests. Traditionally, we associate group travel with sightseeing "oldsters" who need help getting on and off the bus. Not so anymore. Leisure groups attract all ages and interests. Moreover, today we are seeing an unprecedented increase in travel by younger people; and many of them will spend more of their disposable income on travel than anytime before in history. Far more than either their parents or grandparents ever spent.

But it is the middle group - "Baby Boomers, - that is the largest segment of the market. They have a pent up desire to travel, are armed with plenty of money, and like to travel with friends, family, and other people with whom they share common interests. Consider these facts:

Now that's what I call opportunity! 

Over the next two decades, the post-50 generation (don't ever call them "seniors") will be the major force pushing travel and tourism numbers to all-time highs. They have changed every other economic and business dynamic in the U.S. for the past 50 years, so is it any surprise that this population will change travel industry dynamics for years to come?

If, in the past, you had an aversion to booking group travel, it's time to put it behind you, open your mind to the possibilities, and learn how to do it so you can go get your share of this booming business. And the good news is that the "BOOM" is just beginning!