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Group trips sound like easy money until you’re managing contracts, chasing availability, and realizing your “100 guests” is really just 60. In this episode, Marilyn Cairo, VP of Sales for Groups at Classic Vacations, breaks down what makes group bookings and destination weddings run smoothly and profitably. From qualifying clients and locking in dates to navigating contracts, attrition, concessions, and those last-minute weather calls, this is a clear, no-fluff look at how to book large groups the right way so you can avoid the headaches later. If you’re ready for group trips to feel streamlined, strategic, and profitable, this is the episode to press play on!

About Marilyn Cairo:

Marilyn is a seasoned sales leader with over 30 years in the travel industry, known for driving revenue growth and building high-performance teams. She combines strategic vision, disciplined execution, and strong client relationships to consistently exceed goals and elevate performance. A respected speaker and thought leader, she delivers practical insights on sales, branding, and innovation that challenge teams to evolve and perform. Currently serving as Vice President of Sales, Groups at Classic Vacations, Marilyn continues to shape modern sales leadership with a results-driven and people-focused approach.

linkedin.com/in/marilyn-cairo-sales-leader

classicvacations.com/v2/ta-registration

Recourses mentioned in this Episode:

Sales Call Roadmap: tiquehq.com/sales-call

Travel Advisor Contracts: thelegalpaige.com/collections/industry-travel-advisor?aff=143

Episode 156. Group Bookings 101: Contract vs. Flex with Ateet Ajuha

Today we will cover:

(02:05) Meet Marilyn Cairo
(05:40) How to properly qualify a group client
(12:20) Dates, destinations, and setting realistic expectations early
(21:45) Contracts 101: how the process works through Classic Vacations
(26:00) Why every advisor needs a client contract before signing anything
(29:35) Advisor vs onsite planner
(34:45) Concessions explained: what you can actually ask for
(40:20) Using group tech to simplify everything
(49:15) Tapping into corporate incentive travel

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212. Booking A Group: Step By Step with Marilyn Cairo

TIQUE Talks: The Business Podcast for Travel Advisors