Group Travel Trends for 2026: Voices from the ABA Marketplace in Reno Part 1, with Nicole Mahoney
Episode 463
This episode of Destination on the Left is a special roadshow edition recorded live at the American Bus Association’s Marketplace 2026 in Reno, Nevada. I’m joined by a fantastic group of industry leaders to hear first-hand how collaboration is playing a critical, mission-driven role in the future of group travel, moving beyond a “nice-to-have” and becoming essential for success. My guests discuss the economic impact of group travel and the importance of restoring cross-border connections between the U.S. and Canada, to creative regional itineraries, and share ideas for navigating the political and economic headwinds facing the industry.
What You Will Learn in This Episode:
- How ABA’s leadership is addressing current challenges in group travel, including restoring the crucial relationship between the U.S. and Canada
- Why collaboration between industry partners, including operators, suppliers, associations, and destinations, is mission-critical for the future of group travel
- Trends are shaping group travel in 2026 and beyond, such as the rise of experiential itineraries, smaller group sizes, and the impacts of major events like the FIFA World Cup and MA250
- How regional and cross-border partnerships are creating unique travel experiences and tour products that benefit entire ecosystems, not just individual destinations
- Collaborative initiatives, such as Tour in 64 are demonstrating the value of teamwork
- How industry organizations like ABA can accelerate personal and professional growth
The Future of Group Travel is Collaboration
The ABA 2026 Marketplace is filled with optimism, but nobody shies away from today’s realities. Fred Ferguson sets the stage by underscoring the economic importance of group travel—$158 billion in economic output and 800,000 jobs in North America.
The entire travel flywheel, operators, destinations, restaurants, and attractions, only spins when everyone works in sync. Fred Ferguson and Terry Fischer both stress that now, more than ever, strategic alliances and industry unity are essential for lasting impact. It’s no longer enough to operate in silos. As Terry puts it, “It takes a village,” and internal and external collaboration are the most important ingredients in weathering disruptions, from politics to pandemics.
Collaboration in Action
My guests also share what deep collaboration looks like in practice. Across the group travel ecosystem, leaders are getting creative. We hear how DMOs are embracing regionalism, and Todd Read from SoIN Tourism and Whitney Lubbers of Dubois County described how Tour in 64, a partnership among destinations along Interstate 64, helps smaller markets punch above their weight. By pooling marketing budgets, sharing top experiences, and even jointly running an ABA booth, collective impact outweighs any competition for hotel nights.
With mega-events like the FIFA World Cup and MA250 (America’s 250th anniversary) on the horizon, Stacey David detailed how municipalities, nonprofits, small businesses, and big attractions can co-create fan zone festivals that benefit everyone. Every stakeholder has a seat at the table for shared successes.
The Power of Relationships
The ABA conference is a great way to build relations, get involved, and engage with others in the travel and tourism industry. Jim Warren of Anderson Vacations credits strong partnerships as the industry’s lifeblood, helping everyone survive the inevitable economic and political storms.
Those connections are formed and deepened at conferences like ABA Marketplace. Investments in community, from Women in Buses initiatives to association days, make all the difference for newcomers and veterans alike. Leaders are putting collaboration-first strategies in place—whether it’s regional joint marketing, creating new products, or advocating for the sector at the policy level.
Resources:
- Fred Ferguson: https://www.buses.org/staff/fred-ferguson-mba-ms/
- Terry Fischer: https://www.linkedin.com/in/terry-fischer-31895b122/
- Patricia Cowley: https://www.linkedin.com/in/pcowley/
- Jim Warren: https://www.linkedin.com/in/jim-warren-1b2b59187/
- Stacey David: https://www.linkedin.com/in/stacey-david-940a214/
- Todd Read: https://www.linkedin.com/in/todd-read-182ab73a/
- Whitney Lubbers: https://www.linkedin.com/in/whitney-lubbers-07374360/
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