Discounted group travel is a common offering found at a wide variety of institutions and organizations, environmental groups, colleges, fraternal institutions, etc. The recession, though, is creating a new kind of discount group travel: nearly a third of respondents took “trips with more people to split the cost.” The longstanding popularity of group travel plus Mintel’s above finding suggests a new opportunity: letting groups of friends band together in order to create their own trips at discounted rates.
For example, an airline could let Jane Doe put together a trip from New York to Orlando for her family and friends. If she can sign up 10 travelers, everyone (or just Jane Doe) receives a 10% discount on ticketing. Such a proposition is likely to appeal to the 31% of respondents who are already joining together to cut costs, and will likely to continue to appeal as long as the recession lasts.
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