Skift Take
Group travel is a mixed bag — some love it, others not so much. One luxury tour operator wants to design group travel itineraries suited to individual needs but intended to create a lasting impact within the group.
Luxury tour operator Black Tomato has unveiled a new small-group tour travel product, "See You In The Moment." Black Tomato has seen a 35% increase in demand for group-oriented itineraries since 2019, especially for multi-gen families or large groups of friends, according to Tom Marchant, co-founder of Black Tomato.
He said groups of eight or more accounted for 30% of all bookings in 2023. And he noted that a key trend has been adventure, with nearly half of bookings reflecting what he called an "adventurous desire for intrepid luxury."
Some of the biggest pain points of group travel inclu