Working with the Travel Trade

There are solid reasons why you should consider attracting international travellers, even if your primary business currently comes from regional visitors. Marketing through various channels allows you to balance your business and revenues. And, diversifying your customer base means your business can continue to thrive despite potential adverse conditions. When economic or political downfalls are experienced in one country or region, it’s rare that all markets are affected. But how do you reach the international traveller?

Consider working with the travel trade. These are the organizations that operate as intermediaries in the tourism industry — including tour operators, receptive tour operators, wholesalers and travel agents — who promote and sell to overseas markets and create an essential link between you and potential international business. It’s about relationships, and tourism is a relationship-driven business.

The travel trade is complex. This guide will help you to determine if marketing through the travel trade is right for your business, and just as importantly, if it is not right for you.