Inside NTA Travel Exchange, with Nicole Mahoney

Episode 457

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Nicole MahoneyNicole MahoneyNicole MahoneyNicole Mahoney

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On this episode of Destination on the Left, I’m at the NTA Travel Exchange in Ottawa to speak with eight leading professionals shaping the future of group travel, tourism, and hospitality. You’ll hear insights from leaders who share the latest market trends, traveler behaviors, innovative approaches, and what’s ahead for 2026.

The conversations explore the strong resurgence of group tours, the rise of small group and multi-generational travel, and a growing demand for immersive, meaningful experiences—from stargazing in Utah to luxury train journeys. You’ll discover how industry partnerships and collaborations, such as inter-association alliances and joint destination marketing efforts, are helping operators adapt to challenges and seize new opportunities.

In this episode, you’ll hear from these knowledgeable tourism leaders:

• Vince Accardi: https://www.linkedin.com/in/vince-accardi-cae-15890033/
• Wendy Dobrzynski: https://www.linkedin.com/in/wendy-dobrzynski-9604851/
• Chad Ellis: https://www.linkedin.com/in/chad-ellis-8227611b0/
• Jeff Bont: linkedin.com/in/jeff-bont-832a7513
• Richard Arnold: https://www.linkedin.com/in/richard-arnold-597ab536/
• Brenna Moore: https://www.linkedin.com/in/brennamoore
• Jason Murray: https://www.linkedin.com/in/jason-murray-585426219/
• Brent Dalrymple: https://www.travelsunrise.com/about/team/brent-dalrymple

What You Will Learn in This Episode:

• How group tours are evolving, including the rise of small-group and multi-generational travel
• Why immersive and experiential travel is in high demand, with travelers seeking story-rich, active adventures
• What industry leaders are seeing in terms of major market trends, including a resurgence in demand and travelers’ changing expectations
• How partnerships and collaborations between associations, DMOs, and attractions are strengthening the group travel industry and opening new markets
• Why upcoming events like the Route 66 Centennial and America’s 250th anniversary are shaping new itineraries and driving tour planning for 2026
• What challenges operators are facing, such as shifting consumer sentiment and border issues
• How technology, data, and consumer insights are being used to track travel sentiment and inform future business decisions across the travel sector

A New Wave of Group Travelers

At this year’s NTA Travel Exchange in Ottawa, we bring together a great lineup of industry leaders to discuss key trends, challenges, and innovations set to shape group tourism into 2026 and 2027. From new tour models and demographic shifts to major anniversaries and the rise of experiential itineraries, these insights reveal an industry that’s not only recovering but thriving.

It’s an exciting time for group travel. Both Vince Accardi and Wendy Dobrzynski explain why the “senior” market is no longer a monolithic group—retirees are younger, wealthier, more adventurous, and more interested in curated, comfortable experiences. Buses are once again filling up, often with multi-generational families and smaller groups seeking meaningful, shared adventures.

Richard Arnold highlights that small group tours remain in demand, with 2026 departures already selling out. Flexible departure sizes, customized itineraries, and a willingness to split larger busloads into more intimate cohorts are key strategies for operators catering to evolving traveler preferences.

Experiential and Immersive Travel Takes Center Stage

Today’s groups are looking for more than sightseeing, they’re after immersive, story-rich experiences. Chad Ellis from Boda Borg Boston shares how activity-based attractions built around collaboration and problem-solving are striking a chord with groups large and small, from school trips to team-building getaways.

Jason Murray of Southwest Adventure Tours reports a boom in experiential travel, especially among families booking private adventures to explore the outdoors and the night sky together. His new focus on “astro tourism” with Dark Sky Adventures reflects a growing appetite for education, enrichment, and unique moments under rare night skies.

The Power of Partnership

If there’s one recurring theme, it’s the transformative power of partnership. From national associations banding together in support of their members, to innovative cross-state collaborations like Wendy Dobrzynski’s Dynamic Destinations, cooperation is helping travel businesses and DMOs expand reach, cut costs, and deliver even better value for travelers.

Jeff Bont from Rocky Mountaineer and Canyon Spirit illustrates another kind of collaboration, working closely with tour operators and travel agencies to create sell-out trips, leveraging iconic anniversaries like America’s 250th and Route 66’s centennial for compelling, themed itineraries.

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