As part of our ongoing efforts to support and grow group and international travel opportunities across the region, we are sharing combined insights and lead information from both the DNE and ABA travel trade summits. Through attendance by 1Berkshire and our partnership with MOTT, these conferences provided valuable industry trends, buyer insights, and direct group tour leads that our members can utilize to strengthen connections and expand group business opportunities.

Highlights from ABA

Although 1Berkshire was not in attendance through our partnership with MOTT we get these insights as well as the leads for our members to utilize to expand their group business.

  • Group travel matters: $8.2B in output, 43,500+ jobs tied to motorcoach travel in MA (buses.org research portal); tourism overall generated $24.2B in visitor spend in 2024 (2024 MOTT Economic Impact Report).
  • Boston remains the anchor for group itineraries, but pricing, hotel responsiveness, bus parking, dining access, and traffic continue to challenge operators.
  • Communication is a key differentiator: Operators repeatedly noted unanswered calls and emails from lodging, restaurants, and attractions. Even a “no” with follow-up builds long-term relationships.
  • Student and youth groups need new evening options, especially post–Blue Man Group closure. Interactive, immersive, and fun experiences are in high demand.
  • Adult and senior groups face more accessibility challenges than student groups—clear accessibility info is increasingly important.
  • Operators want what’s new for 2027: Firsts, bests, awards, and experiences that refresh classic itineraries help MA compete.
  • Strong geographic interest beyond Boston
  • 250th anniversary interest and carryover, excitement to build on 2026 with renewed interest in history and heritage.
  • Canadian inbound challenges persist (border logistics, pricing, student travel restrictions), but Boston and Cape Cod remain highly desired when travel resumes. Only met with one Canadian operator, with very little Canadian presence.
  • Key service gaps operators are asking for: step-on guides, foreign-language guides (DE/FR/ES), receptive operators, and local bus services for fly-in groups.
  • FIFA and major 2026–27 events raise questions—operators want timely, clear updates on logistics and advisories.

LEADS from this show can be found here.

Highlights from DNE

Both 1Berkshire and MOTT were in attendance at this show. Here are some insights as well as the leads from both 1B and MOTT for our members to utilize to expand their group business.

Booking Trends & Interest

  • Strong demand for New England-themed experiences—especially fall and “storybook” travel –Fall foliage, coastal towns, and the “Hallmark” small-town feel are major draws. New England is often positioned as a second-trip U.S. destination after cities like NYC or LA.
  • Growth in FIT, self-drive, and road trip itineraries-There’s clear momentum around independent travel (FIT), RV/glamping, and customizable road trips, with operators actively seeking itineraries, routes, and activity ideas.
  • Rising interest in experiential travel (especially local + active)-Travelers want authentic, local experiences in conjunction with iconic—food, breweries, coastal culture, biking, kayaking, and walking tours. Culinary tourism and cultural storytelling are especially strong.
  • Multi-generational, niche, and accessibility-focused travel is increasing-Operators noted growth in multi-gen travel, smaller group experiences, and low-mobility itineraries, along with niche themes like literary tourism, ecology, and history.
  • Digital Maturity – Discoverable Websites-Besides state-level resources supporting the ‘digital discoverability’ of Massachusetts, having a strong digital presence is supportive for the work that tour operators are doing when they are searching for attractions, lodging, and dining in Massachusetts.

 Sentiment Summary

  • Continued concern about U.S. travel (safety, immigration, politics)-Across multiple markets, fear and uncertainty—often influenced by media—are impacting traveler confidence, especially for first-time U.S. visitors.
  • “Wait-and-see” behavior and shorter booking windows-Many buyers report hesitation and more last-minute bookings, suggesting softer confidence even where interest exists.
  • Word of mouth and actual traveler experience remain positive. Despite concerns, those who do travel report good experiences, and positive word of mouth is helping counter negative perceptions.
  • External global factors are impacting demand-Events like geopolitical conflict (e.g., Middle East) and broader global instability are dampening booking momentum.
  • U.S. demand is mixed but stabilizing in some segments-While some operators report declines or hesitancy, others note steady or rebounding interest, especially when marketing content is positive and targeted.

LEADS from 1B can be found here and leads from MOTT can be found here.

Highlights from IPW

Although 1Berkshire was not in attendance through our partnership with MOTT we get these insights as well as the leads for our members to utilize to expand their group business.

Travel Trends & Opportunities for Massachusetts/New England

  • Tour operators are actively looking for itineraries beyond Boston, especially Western MA, the Berkshires, Cape Cod, ACK/MVY, rail-trail regions, and smaller New England towns. Many specifically asked for multi-night regional extensions.
  • There is strong demand for experience-led travel rather than traditional sightseeing: sports tourism, behind-the-scenes access, chef-led experiences, wellness retreats, cultural events/festivals, whale watching, lighthouse tours, rail/bike itineraries, and curated, local storytelling.
  • Operators repeatedly requested boutique hotels, inns, and distinctive accommodations with character — especially properties with strong local identity, history, or luxury positioning.
  • FIT and small-group custom travel continue to dominate interest. Buyers want flexible self-drive, rail, ferry, and mixed-transport itineraries. There were some appointments that did have an interest in motorcoach travel, mostly tied to the 60+ demographic and/or for ease of having language support.
  • Many operators are planning for 2027 and beyond now. There is an opportunity for Massachusetts to package pre/post-event New England itineraries and growing interest in shoulder-season travel.
  • Outdoor and “slow travel” demand is increasing: RV travel, camper van itineraries, biking, camping, scenic rail, ferry connections, and nature-based touring were mentioned frequently, particularly among European operators.
  • Buyers consistently asked for better support materials:
  • ready-made itineraries
  • high-quality imagery/video assets
  • hotel/contact lists
  • off-season ideas
  • pricing/value-focused options outside Boston
  • bookable experiences and trade/FAM opportunities

 Sentiment, Challenges & Market Concerns

  • Pricing is a major obstacle across markets. Operators repeatedly cited hotel costs, taxes, and overall travel expenses as barriers, especially for groups and families. Buyers are seeing increased demand for value-oriented alternatives outside major gateway cities, including hotels outside Boston and more affordable regional experiences.
  • Travelers are booking much later than usual, with operators attributing this to economic uncertainty and broader global instability. Last minute bookings have been a growing trend.
  • Operators are concerned about capacity and availability during major events (sports, conventions, FIFA-related travel), particularly hotel inventory and pricing pressure in Boston and surrounding regions.
  • Political climate, media coverage, visa processing, and immigration concerns are influencing traveler confidence in several international markets. Operators noted that travelers are asking more questions about entry requirements, safety, border procedures, and how welcome international visitors will feel when traveling in the U.S.

 LEADS from this show can be found here.