The costs to effectively advertise in today's competitive travel market can be high. Resort and accommodation properties always want their message heard by as many people as possible, as cost effectively as possible. The Village Inn of Lakefield, a 26 room country inn located in the historic Ontario town of Lakefield, has found a way to address this issue through the "group travel market" and is now focusing its efforts on group travelers.

With the country and the world slowly crawling out of a global recession, the travel industry is feeling great pressures. "Much of the income used for personal and corporate travel is discretionary and when times are tough that discretion tends to favour other needs, so the travel industry has to adapt," states Joseph Rudkins, Innkeeper of the Village Inn of Lakefield. "Group travel has maintained itself in large part over the recession because of the economics of it; people can travel cheaper in groups," says Rudkin. Marketing dollars spent on the group travel market, also provide secondary advertisement to the couples travel market and the corporate market.

"You never know who will be taking a motor coach trip and what their interests or needs might be outside of that trip," the Lakefield Innkeeper remarked. With the wide range of travel offerings available in the area of Lakefield and the Kawartha Lakes it's possible to appeal to all kinds of different group travelers. A region needs to be able to respond to industry trends and interests and package them attractively to group travel. An example would be the growing interest in culinary travel. The Village Inn has a travel product known as the "Kawartha Kulinary Retreat" which has proven to be very popular with smaller couples groups. They get to choose an area of food interest, and prepare a range of dishes stemming from that interest, whether it is Indian, Mexican or Mediterranean.

Then the group sits down with Chef Henry, their personal tutor to enjoy their creations. This product has been particularly popular with wedding parties, and small corporate retreat groups.

Another example of timely travel product development is the "Garden Route". In response to the growing trend of healthy living, and the hugely popular recreation of gardening, the Village Inn of Lakefield has partnered with local horticulturalists to produce the "Garden Route". The Garden Route leads you on a pleasant journey to specialty growers, gorgeous displays and garden boutiques. The Village Inn supports the tour with an attractive room rate, thereby completing another interesting and timely travel product for not only horticultural societies, but a tour that appeals to couples and individual travelers alike.

Rudkins is emphatic when he says "flexibility is key in catering to group travel. He advises fellow Ontario tourist accommodators that there are a wide range of budgets and tastes out there and they had had better be prepared to appeal to all if they want to excel in group travel.

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