Information, motivation and offer: getting group visits right at The Royal Collection
The Royal Collection attracts 25% of its visits from groups, and shares its insights into what groups want and need, how the market is segmented, trends and group sector opportunities. These sub-groups – including group travel organisers and tour operators – are assessed to reveal a series of top tips. These include the possibilities of combined ticketing, key working partnerships, exploiting trade shows and missions, and testing and programming major shows and new offers and themes.
Groups always want something new, so The Royal Collection has been developing combined group visit packages. They have found that these work well when there is a complimentary combination e.g. Frogmore House and Savill Garden which is a long running group product. They ran a joint ticket campaign on the back of the lending of some major Van Dycks to their exhibition early last year. This had limited success – perhaps because the two experiences on offer were too similar. The Royal Collection’s current combined ticket has been a complete sell out by contrast. A talk and a visit to The Queen’s Gallery followed by a tour of the Royal Albert Hall is complementary and a much cheaper experience.