Become a "Customer Experience Club" at Peer Group 2026 in Virginia Beach, Virginia

Join us February 23–26, 2026, for an energizing gathering on the beautiful Atlantic coast as we dive into the future of bank travel. Peer Group 2026 brings together bank travel club directors, independent group leaders, partners, and PTOs for high-impact learning, powerful networking, and immersive destination experiences, all with the ocean as our backdrop in Virginia Beach.

We’re also excited to share that as of now, in 2026, we are expanding to TWO days (3 hours a day) of our Business Appointment Marketplace (BAM appointments). With more partners joining us than ever before, this extended format gives club directors and partners additional time for meaningful one-on-one conversations, deeper collaboration, and more opportunities to build the trips, experiences, and relationships that will power your travel programs for years to come.

Monday, February 23:
The conference kicks off with Opening Ceremonies hosted by Mayflower, featuring banker and PTO introductions that set the tone for a week of connection and collaboration. Throughout the day, you’ll experience a full slate of PTO Showcases, including Allied Tour & Travel, Hospitality Tours, Brilliant Edventures, Mayflower Cruises & Tours, Go Next, Intrepid Travel, and Collette. These sessions will highlight new itineraries, emerging travel trends, and opportunities to grow your club’s offerings. The evening continues with an HCI Thank You Reception, followed by dinner hosted by Collette, creating plenty of time to reconnect with old friends and meet new ones.

Tuesday, February 24:
We start the day with a Buyer Breakfast hosted by Brilliant Edventures, giving club directors and buyers a relaxed space to talk business and ideas. Then we dig into a Help Me Help You Share Session: “How to Become a Customer Experience Club”, focused on practical strategies to elevate your travelers’ experience. A brief refreshment break leads into “Let’s Talk Leadership”, a leadership interview designed to spark reflection and growth. In the afternoon, all attendees head out for a Virginia Beach FAM hosted by Virginia Beach, showcasing the best of the destination. The day wraps with an Opening Celebration Dinner, also hosted by Virginia Beach, giving everyone a taste of what this oceanfront city can offer your travelers.

Wednesday, February 25:
This is a big day for meaningful connections with our Business Appointment Marketplace (BAM). After a short partner set-up window, bankers and partners meet face-to-face in focused time blocks designed to build relationships and generate real business. A running refreshment break keeps everyone fueled as conversations continue. After BAM breakdown, we gather for lunch hosted by Hospitality Tours and Quebec City, followed by a timely and highly practical session: “Canva/AI and You!!”, focused on tools you can use immediately in your marketing and communications. The afternoon includes a refreshment break hosted by Visit Lake County, a Responsible Travel Discussion, and two concurrent sessions: a Post BAM Product Networking Session for Club Directors only and an HCI Partner-only session. We end the night with dinner hosted by Go Next, celebrating the partnerships that drive our industry.

Thursday, February 26:
We return to BAM in the morning with another partner set-up period, additional appointment time, and a running refreshment break to keep conversations going. After BAM breakdown, we move into lunch hosted by Intrepid Travel, followed by a deep dive into Hospitality and Customer Experience brought to you by the talented Craig Johnston - a two-part session that gives you tools, frameworks, and inspiration to bring back to your travelers and team. In the late afternoon, club directors gather for a Club Directors Only Educational Session – Open Mic, a candid town-hall style forum to share ideas, challenges, and solutions. The conference concludes with a special Dinner and Awards hosted by our 2027 Conference Sponsor, Branson, Missouri, celebrating our community, our accomplishments, and the exciting road ahead.

Why Peer Group 2026?
Peer Group 2026 is your opportunity to:

• Engage directly with decision-makers who run bank travel clubs across the country.

• Discover new tours, products, and destinations through curated PTO showcases and BAM.

• Sharpen your leadership and marketing skills with sessions on customer experience, leadership, responsible travel, and AI-powered tools.

• Experience Virginia Beach firsthand so you can confidently promote it—or use what you learn to strengthen your own programs back home.

Whether you’re a long-time member of the Heritage Clubs community or joining us for the first time, Peer Group 2026 promises a week full of value, inspiration, and meaningful connections.

Secure your spot and join us in Virginia Beach as we continue to explore the power of bank travel and shape the future of our industry together.

Peer Group 2026 Conference Agenda

Sunday, February 22