Case Study: Growing Group Sales
Stonetown Travel's growth with the Globus family of brands demonstrates the power of selling to groups.
Stonetown Travel, a community-rooted agency in St. Mary’s, Ontario, has transformed its group travel business into a high-performing engine through a strategic partnership with the Globus family of brands.
Under the leadership of Stewart Grant, the agency has seen exponential growth in both passenger volume and revenue, driven by a hands-on hosting model and exceptional service delivered by Globus, Avalon, as well as Stonetown Travel, providing an excellent start-to-finish experience for customers.
Background
Stewart Grant, Stonetown Travel
Stewart Grant, Stonetown Travel
In 2018, Stewart Grant acquired Stonetown Travel. A passionate traveller himself, he saw an opportunity to expand this, and after their first hosted group trip post-COVID took place in 2022, the agency now organizes approximately six group trips per year.
“Group travel has been a part of Stonetown Travel for years, but we’ve worked significantly on expanding this segment. River cruising with Avalon and touring with Globus have both been key to this growth”, said Grant.
These trips serve as a way to engage the local community, spark interest in new destinations, and foster connections among travellers from Southwestern Ontario.
Partnership With the Globus Family of Brands
“While my wife and I had previously enjoyed several ocean cruises, we found river cruising to be on a completely different level of leisure travel for us—one that we were eager to repeat time and time again.”
— Stewart Grant
The Globus family of brands was top of mind when Stonetown Travel began developing its group travel program. Since then, the agency has run several trips with Globus and Avalon, including:
· Avalon Romantic Rhine (2023)
· Globus trips to Ireland, Newfoundland, and Portugal (2024, 2025)
These experiences have been described by their clients as “fantastic,” with standout service, delicious food, and well-designed accommodations. Stewart notes that Avalon’s cabin design—where the whole room is essentially a balcony—makes it easy and tangible to market to clients.
The Stonetown Travel Approach
A key differentiator for Stonetown Travel is its hands-on hosting. Stewart and team accompany groups from departure to return, handling logistics and providing comfort and reassurance. This approach, combined with the expertise of Globus guides and tour directors, ensures a stress-free experience for travelers.
Business Growth
This data reflects a more than 4x increase in passengers and over 300% growth in revenue from 2022 to 2024 alone, underscoring the success of their hands-on hosting model and partnership with the Globus family.
|
YEAR |
PASSENGERS |
GROUPS |
|---|---|---|
|
2022 |
19 |
$92,000 |
|
2023 |
24 |
$130,000 |
|
2024 |
119 |
$381,000 |
|
2025/2026 |
117 |
$495,000 |
Support From Globus
“Our BDMs have taken the time to understand our business and have been proactive in providing appealing ideas for our clients.
"They’ve supported us by conducting interactive presentations in our community to promote our upcoming trips.”
— Stewart Grant
Stewart highlights the proactive and responsive support from Globus Business Development Managers (BDMs), especially Elaine French, who helps with advance planning and group bookings.
He also highlighted the user-friendly Travel Advisor Portal, access to marketing assets, and co-op advertising opportunities as key differentiators.
Marketing Strategies
Stonetown Travel leverages local newspaper advertising, social media, and word-of-mouth to promote group trips. The sense of community and shared values among travellers is a major draw, and the agency has created a community of clients that trust them through the added layer of comfort and reliability they provide.
Impact and Outcomes
Clients appreciate the stress-free travel experience, with Stonetown Travel and Globus handling all details.
The agency receives positive feedback and repeat business.
With the excellent customer service Stonetown Travel can provide throughout, paired with the unmatched local experiences, knowledgeable Tour Directors, and seamless transportation provided by the Globus family of brands, it’s no wonder clients keep coming back for more.
Thinking about organizing a group?
Learn more about the Globus family of brands’ Groups program, get tips on how to set up and market your group, or book an appointment with a Groups Specialist.
