"Cautious optimism" appears to be an abandoned term within the packaged travel segment; tour operators have high hopes for 2014, and they're not being shy about trumpeting the fact.
"We're seeing growth across all categories," said Jerre Fuqua, president of Travcoa and YMT Vacations and the incoming chairman of the U.S. Tour Operators Association (USTOA).
According to a survey of active USTOA members, results of which were released this month, 93% anticipate a growth in sales in 2014, and 60% forecasted a "boom year."
That's on top of a better-than-expected 2013, during which 89% of USTOA members saw an increase in business over 2012, with two-thirds reporting an increase in sales of 10% or more.
Even so, the travel landscape is changing, and tour operators are having to change with it in order to maintain that growth heading into 2014.
For one, we're going to see packagers racing to create better and faster online inventory management and booking tools to keep up with the breakneck speed of the OTAs.
Escorted tour operators, too, are having to look at how better to capitalize on technology to grow their business, which will probably mean greater integration of mobile and social tools into their sales and marketing strategies.
And while technology will be key, operators are also reporting an online booking backlash that has seen consumers returning to their travel agents. This will translate into operators producing enhanced agent training programs and rolling out more and better agent booking incentives.
The surprise acquisition of Travel Impressions by Apple Leisure Group earlier this year signaled another shift in the tour operator industry -- into the consolidation space. The acquisition left in its wake rumors of other possible mergers and acquisitions in the near- to mid-term.
In all, 2014 promises to be an exciting year for the tour operator landscape.
Myanmar, aka Burma, still tops tour operators' lists as the leading emerging destination to watch heading into 2014, according to the annual USTOA member survey. Vietnam, Cambodia and India were right behind, making South and Southeast Asia the place to create or expand product in 2014.
Africa specialists are also reporting that the nature- and culture-rich continent is seeing strong bookings heading into 2014. Perhaps not surprisingly, South Africa is leading the charge, with the death of Nelson Mandela nurturing an already growing interest in the destination.
As for established destinations, one thing is resoundingly clear: Italy is back. The Globus Family of Brands reported a 39% increase in bookings to the country for 2014 compared with this same period a year ago.
"In recent years, the Italy value proposition had eroded a bit," said Steve Born, Globus' senior vice president of marketing. But, he said, "in 2014, we've been able to bring the value back with the introduction of new tours and promotions that have returned the welcome mat to Italy's doorstep."
The USTOA also reported that the U.K., China and Peru were seeing strong booking trends for next year.
Tour operators have not always had the best reputation for being sophisticated in their use of technology. But they're working quickly to change that.
Sixty percent of tour operators surveyed by the USTOA said they plan to increase their social media budgets in 2014 with the aim of driving traffic to their websites, marketing special offers and improving customer service.
That trend will be aided by the fact that WiFi will be available on a growing number of motorcoaches in 2014, as tour operators explore better ways to offer connectivity to travelers while they're on the road. From a social media perspective, it's in their interest to have customers sharing their experiences with friends and family as they go about their travels.
Tour operators and packagers are also investing heavily in back-end technologies to improve everything from online search options to the booking process, from marketing materials to customer service. The goal is to speed things up and increase efficiency for 21st century travel agents and their clients.
Packagers appear to be on the prowl for possible acquisitions.
Apple Leisure Group, which acquired Travel Impressions and CheapCaribbean.com earlier this year, and the Mark Travel Corp. have both signaled that they have their eyes peeled for possible growth opportunities. And other tour operators and packagers watching this space are predicting that there is likely to be more consolidation.
Follow Michelle Baran on Twitter @mbtravelweekly.