At Heritage Clubs International, we are always looking for ways to support our Bank Travel Club Directors with best practices and actionable strategies. Recently, we surveyed our members to gather insights on how they name and market their tours to maximize participation. The responses were filled with valuable ideas that we believe will help you plan and promote your trips more effectively. Here’s what we learned.

The Power of a Great Tour Name

A compelling tour name is often the first step in sparking interest and excitement among potential travelers. Our survey revealed that:

• A catchy title makes all the difference in generating buzz.
• Most club directors incorporate the destination name unless it’s a mystery tour—then creativity is key!
• Using carefully chosen words in the title can attract specific demographics. For example:
  • Luxury Retreat in Napa Valley – Appeals to upscale travelers
  • Wildlife Explorer: Alaska’s Untamed Beauty – Captures adventure seekers
  • Pilgrimage Through Italy: Faith & History – Targets faith-based travelers
• Even destinations that members have visited before can feel fresh and enticing with the right name and description.

Marketing That Works: What Travel Clubs Are Doing Right

Marketing is the backbone of a successful travel club, and our survey found that some strategies work better than others:

• Newsletters & Word of Mouth are the two most effective marketing tools.
• Travel Shows (both in-person and virtual) rank second as an effective way to introduce trips.
• Social Media remains underutilized, though those who use it effectively report strong engagement.
• Photos & Testimonials make a big impact, yet only about 50% of club directors use images from past trips—likely due to privacy concerns. If your club faces this challenge, consider using a simple photo release form to gain permission.

Boosting Word of Mouth

Word-of-mouth marketing remains a top driver of trip sign-ups. Here’s how you can encourage members to talk about their experiences:

• Reward travelers who refer friends.
• Create engaging moments during trips that travelers will naturally want to share.
• Encourage members to bring a friend.
• Have members tag your club in social media posts.

Newsletters: The Travel Club’s Most Powerful Tool

Our survey showed that 65% of club directors are solely responsible for their newsletters and marketing. The majority of newsletters go out every 2-3 months and include:

• A highlighted feature trip with teaser content to generate interest.
• Short summaries for additional upcoming tours.
• Day-by-day highlights for extended trips, rather than full itineraries (since plans can change).
• Engaging photos to make promotions visually appealing.
• A well-structured design with large fonts, white space, and easy-to-read content.

Facebook: A Missed Opportunity?

While many clubs utilize Facebook, some hesitate due to compliance restrictions. Those who use it effectively focus on:

• Posting photos from past trips to generate excitement.
• Sharing upcoming trip details with basic facts and a link to learn more.
• Promoting travel shows and events to draw more interest.

If your bank has restrictions, check if your Chamber of Commerce allows travel event posts, or find creative ways to work within compliance guidelines.

Final Thoughts: You’re Not Alone

One of the biggest takeaways from our survey is that cancellations happen—and that’s okay. Many club directors have faced the challenge of a trip not getting enough interest. The key is to learn from it:

• Was the destination or timing off?
• Was the price too high for your travelers?
• Could the marketing have been more engaging?

The best way to increase success is to work with your PTOs to customize marketing materials and make sure you’re using the right messaging.

By focusing on engaging tour names, targeted marketing strategies, and strong word-of-mouth promotion, you can boost participation and ensure successful, memorable experiences for your travelers. Keep these insights in mind as you plan your next round of tours—and watch your club thrive!