![]()
As many of you know, a number of ATA employees have led tours as Tour Managers this year (in fact, Kate is staffing tour in China as I write this!) With my experience in and love for Italy, Emma Impavido, Program Manager, sent me out to staff a tour several times there this year. What I learned about our travelers, their expectations, their motivations, etc. provided an entirely new perspective of qualitative information than I could not gain otherwise. For reference, I staffed SJ’s Vesuvius tour in May; Grandtravel Italy’s Splendor in July; and SJ’s Galileo in October but I focus mostly on the SJ travelers.
Our Traveler Profile: SJ travelers are sophisticated; well-read; well-traveled and expect the highest quality. They crave experiential learning and authentic immersion into the culture. With the recession looming above us all on each tour, value was the key focus. This is particularly true with the boomer audience we serve, as they are selective and can differentiate when they are receiving value in services. But it is not enough to “deliver the goods” like nice hotels, good meals, etc.; this audience expects the highest customer service. Having every detail taken care of for them is of optimal importance. They don’t want to know what goes on behind the scenes; they want to know that the use of their time has been carefully planned and packed. Emma’s level of sophistication in planning was recognized on these tours because every minute was maximized. What is important to remember is that many times the travelers in my groups had been to Italy before but they have not been to that particular part of Italy or had not spent time focusing on the particular content of the tour when in Italy. So that niche highly-customized tour content and talented study leaders were key to these travelers. In Naples, a couple said to me that they had been there many times before but never spent a whole day in Pompeii and that is why they came on tour. Along with the credentials of our beloved study leader, Federico Poole, travelers came because they craved the content. They read the books beforehand, saw relevant movies, talked with their friends and now they wanted the experience.
That kind of experience on an SJ tour is like no other because you are privy to exclusive special access. This year, our SJ travelers have been in a special section of the National Archaelogical Musuem in Naples not open to the public; in a part of the Duomo of Florence closed off to visitors; and to a private observatory at night to be awed by the magnificent site of Jupiter with 2 rings around it from the oculous of a telescope that was as big as our ATA conference room. These are just some of the unique behind-the-scenes experiences that the tours provided the travelers – the magical type moments.
I was surprised, at times, that the qualities that embody a good Tour Manager are sometimes not what you would think. I found myself digging deep to use skills that I don’t regularly have to use in the office (patience, for one!) It pushed me to expand myself and was a good opportunity to go out of my comfort zone at times – which is, of course, when we all learn the most.
Pre-trip planning: Can you think of a better phone call to make than the pre-trip phone call? All the travelers are excited, some nervous, but all looking forward to a trip of a lifetime! It’s not a bad phone call when you finish with, “Great, then – I will see you in Venice!” The pre-trip phone call is important and when I meet travelers at the airport I am always amazed that travelers will refer to the conversation that we had on the phone. As for my own pre-trip planning, I study multiple workbooks on Italian verb drills and expressions; chat with my Italian friends on Facebook ; queue up Netflix Italian foreign films; and read up on the destinations as much as I can to submerge myself in the culture before I get there.
The tour is for education and for fun. Travelers should never see the deluge of work tour managing is every day; the endless phone calls preparing for the next day; the conversations confirming every movement of the group at each destination; the furious runs across piazzas to different ATMs (that you haven’t yet maxed) to gather as much euro as possible to pay everyone for the day; the negotiation with a restaurant for better seating/serving, etc. all the while never acting stressed and always smiling. Travelers should be shielded from the details and immersed in the fun and learning.
What they want is a flawless trip with happy people so having a “can do” positive attitude is imperative. And just like in life, having a good sense of humor can go miles as a Tour Manager. And luckily, in this warm-hearted country, a sense of humor is appreciated. As travelers sometimes encounter problems on tour, the Tour Manager must first of all listen attentively and always respond positively and with an action plan. They want to see you as competent and action-oriented but first they want you to hear them out.
Lastly, a tour manager shouldn’t be afraid to negotiate on tour with vendors, suppliers, restaurants, hotels, etc. The Program Manager can only set up so much beforehand but if the Tour Manager senses that things could be improved for the travelers and it is within reason and the cost we have already paid, the tour manager is responsible for making these types of situations right and in the least amount of commotion as possible to maximize the enjoyment for the travelers. If tour plans change unexpectedly (and sometimes they do), the Tour Manager should be honest with the group that there is a change of plans and spin the new plan (as they make it up) as something better and truly unique.
Tour managing is a test of resourcefulness; aggregating multitudes of details; and delivering it all in a professional and competent manner.
Emilia Pawlowski
![]()










