2024 Total Solar Eclipse
This spring, ATA created a once-in-a-lifetime total solar eclipse tour for a leading cultural institution, sending nearly 400 travelers to the Texas Hill Country. Along the path of totality, travelers had the chance to witness the celestial spectacle. This was a record-breaking trip for ATA and our esteemed partners, and it encapsulated the spirit of adventure, learning, and community that defines us.
The Challenge
The Total Solar Eclipse program was initially envisioned as two small group departures. The trip filled in record time, and we needed to quickly increase program capacity. Our challenge was to maintain the intimate, educational experience that is the hallmark of an ATA tour, while scaling the program to meet demand. This Herculean task was compounded by the heightened demand for hotel space driven by the eclipse. While the tour was marketed two years before the event, many hotels would not contract space until 2024. Those that did increased nightly rates by as much as 500 percent.
The Solution
We preserved the essence of a small group departure by developing five distinct itineraries for 11 groups of travelers. Common threads (like evening stargazing with local astronomers, exclusive access at botanical gardens, and authentic BBQ) connected the itineraries. We could accommodate multiple groups at the same site by staggering activities. In several cases, we increased capacity by allowing travelers to choose from different activities (e.g., a rooftop star party at the University of Texas School of Astronomy or an evening two-stepping at an iconic honkytonk). We also created opportunities for collective gatherings, particularly on the momentous day of the eclipse. At these times, the larger group created a more festive atmosphere. It also allowed us to secure exclusive access for our client at these sites. While the eclipse was the highlight, we worked hard to create a memorable program beyond eclipse day with educational experiences and special access programming throughout the itinerary.
Program Highlights
The trip was punctuated with unshoppable experiences — from stargazing in dark sky parks to after-hours private museum receptions and exclusive access to local hotspots and state parks. Eclipse day was the pinnacle of the program, featuring a full day of activities including expert discussions, solar telescopes and astrophotography, wine and beer tastings, yoga sessions, live music, and more. Beyond the eclipse itself, the trip allowed travelers to immerse themselves in the vibrant landscape of the Texas Hill Country during the peak of wildflower season, creating a truly unforgettable experience.
Achievements and Benefits
The results were overwhelmingly positive, with nearly universal acclaim from travelers. We exceeded traveler expectations despite significant uncertainties about weather, crowds, and traffic. The successful execution of this monumental event has positioned us for future eclipse tours and empowered us with invaluable insights for creating large-scale, scalable programs. Our careful planning and attention to detail ensured that our travelers had a truly once-in-a-lifetime experience.
Quantifying Success
- Nearly 400 travelers across 11 groups
- 37 local astronomers with a multitude of telescopes
- 34 tour staff, including Travel Directors, Experts, and client representatives
- 5 distinct itineraries
- 6 star parties at 6 different locations
This milestone event not only showcased our expertise in events management, guest services, marketing, and program development, but also exemplified our dedication to offering unparalleled opportunities for travelers to learn, grow, and discover.
