Presentation on theme: "Travel Trade 101 & Working with Receptive Tour Operators"— Presentation transcript:
1Travel Trade 101 & Working with Receptive Tour Operators Don PrincePrescott Office of Tourism
2Don Prince 28 years in Travel & Tourism Arizona Office of Tourism Deputy Director, Director of Travel Industry Marketing & International Marketing Mgr.Sales & Marketing Consultant to hotel groups, resorts and destinations.Tour Operators and Cruise Lines
3Travel Trade 101 Travel Trade The hierarchy of businesses that operate between the long-haul/international traveler and the destination.aka: Travel ‘Middle – Men’
4Travel Trade 101 Access to long-haul / international markets U.S. long-haul markets (Midwest, East Coast)CanadaMexico/Latin AmericaEuropeAsia Pacific
5Travel Trade 101 Access to long-haul / international markets USACanadaMexico/Latin AmericaEuropeAsia PacificNavigate the International Protection Laws
6Travel Trade 101 Access to long-haul / international markets USACanadaMexico/Latin AmericaEuropeAsia PacificNavigate the International Protection LawsGUARANTEED RETURN ON INVESTMENT!
7Travel Trade 101 LEISURE TRAVELER FIT – Fully Independent Traveler, or Foreign Independent Traveler- a person traveling independently who is not part of an organized group tour
8Travel Trade 101 LEISURE TRAVELER Group - an organized group tour that has a tour leader/guide, and where transportation, accommodation, admissions and meals are generally included
9Travel Trade 101 BUSINESS TRAVELER MICE – Meetings, Incentive travel, Conference and Exhibition attendeesIncentive Trips – ‘gifts’ that businesses provide to clients or employees and are 100% paid for by the company
10Travel Trade 101Tour Operators - the term represents 3 different business models:Tour Operators – either contract products, ground and air services from a Receptive Tour Operator or a Tour Wholesaler or they may contract directly with the Supplier. They then package these products and resell to the Consumer. They market these products through brochures, websites, advertising and promotions. They often work through Travel Agents to sell their products, but there are also many Tour Operators that sell directly to the public, bypassing the Travel Agent.
11Travel Trade 101Tour Operators - the term represents 3 different business models:Tour OperatorsTour Wholesalers – may contract products and services from either Receptive Tour Operators or Suppliers and then resell them to other Tour Operators or Travel Agents. They do not traditionally sell directly to the public.
12Travel Trade 101Tour Operators - the term represents 3 different business models:Tour OperatorsTour WholesalersReceptive Tour Operators
13Travel Trade 101 Receptive Tour Operators (RTO) are ‘business to business’ U.S.-based Tour Operators who contract products and services with U.S./Arizona Suppliers. They resell these services to an International Tour Operator, who then resells these services to the Consumer, sometimes via a Travel Agent. Traditionally, they package individual services into multi-day packages for individuals and groups but they also sell stand-alone products and services.A RTO is one of the strongest marketing partners a Supplier can have!
14Travel Trade 101Travel Agents – sell or arrange trips or tours for consumers. They book services directly with suppliers and with tour operators and receive a commission for the booking.
15Travel Trade 101 Travel Agents Airlines - access by air is a key component in the success of the Travel Trade for a particular market
16Travel Trade 101 Travel Agents Airlines Media - articles in newspapers, magazines and online are a reliable means of generating interest in a market
17Travel Trade 101 Specialized Travel Companies On-Line Travel Companies (OTAs) sell individual travel services or complete packages on their website. They generally contract products and services directly from the Supplier or Tour Operator. Will generally receive payment in the form of a commission from the supplier.
18Travel Trade 101 Specialized Travel Companies On-Line Travel Companies Destination Management Companies (DMCs) – are companies that arrange ground services and events for business groups and conferences. They generally only service the region in which they are located.
19Travel Trade 101 Specialized Travel Companies On-Line Travel Companies Destination Management CompaniesGeneral Sales Agent (GSA) – is an appointed sales representative of a company or tourism organization, usually located in an international market.
20Travel Trade 101 Specialized Travel Companies On-Line Travel Companies Destination Management CompaniesGeneral Sales Agent (GSA)Consolidators – are companies that buy large volumes of travel services (usually airline tickets) in order to secure a preferred rate and override commissions.
22Travel Trade 101Commissions – a percentage of the booking paid by the supplier (usually to Travel Agents)Net Rates – an established rate for individual or packaged products and services made available to Tour Operators, typically 15% to 35% less than retail or rack
23Travel Trade 101Net Rates – develop at a variety of price points to meet the needs of TO’s versus RTO’s
24Travel Trade 101Net RatesDevelop a Marketing Plan – identify and communicate with appropriate members of the travel trade (those that compliment your product). Trade shows such as NTA, Go West Summit, International Pow Wow are excellent for establishing a presence in the international marketplace.
25Travel Trade 101 Work with AOT and your local DMO. AOT and most DMOs attend a variety of domestic and international trade shows.AOT and DMOs communicate with the travel trade throughout the year – your new product/service is NEWS! Tell us about it.
26Receptive Tour Operators How receptive operators can make your life easier…
28Receptive Tour Operators What is an RTO ?There are a wide range of sizes and types of Receptive Tour Operators but the common feature to all is that they buy U.S. Tourism products. Products are presented in confidential tariff’s or through customized quotes.
29Receptive Tour Operators The Overseas WholesalerThese are tour operators outside of the U.S. which may buy a U.S. land package from an RTO and add on the air transportation. They produce glossy brochures which are distributed to the travel agents and into the hands of the consumer.
30Receptive Tour Operators The Travel Agent (overseas)This is where the tour product reaches the consumer. The travel agent will discuss which of the multitude of different products will best suit their desires.
31Types of Receptive Operators Geographic Market. The demands of the overseas markets vary considerably which requires specialized knowledge from the RTO.Destination Area. Some RTO’s specialize in one state or region, ie; the Southwest USA and at the opposite end of the spectrum they represent the entire country.Product Type. One of the main differences here is whether the RTO is selling to Groups or FIT (Individual Travelers)Size. Smaller companies are usually more specialized by market, destination or product types. Usually the larger the operation the greater number of markets they reach and the wider the product range.
32Receptive Operator Organization Product / ContractingSales and MarketingOperations
33Advantage of RTOs to Intl. Operators One Stop ShoppingCost SavingsReliable U.S. PartnerProtection of Interests – Tourism LawsMarketing of New ProductsDestination EducationAdaptable Tour Products
34Advantage of RTOs to Suppliers Exposure to International MarketplaceLess Volume FluctuationsEfficiencyCustomer ServicePackaging of Your ProductAccounts Receivable
35Why Work Direct? Control Over Client Relationship Promotion of Your ProductHigher Price
36Some Things To Remember You Can Work with Both!Loyalty, Trust, RespectPricing Structure is Important
37Commission Structure U.S. Receptive Operator = 20% to 30% Overseas Tour Wholesaler = 15% to 20%Travel Agents = 10%Consumer Price Should Match Retail
38Why 25% to 30% off Retail? Marketing Costs Communication Costs Questions / ComplaintsPayment IssuesExpertise and ExperiencePackaging with Other Products
39Sales Cycle RTO Produces a Tariff Meet with the Overseas Tour OperatorsFinalize Product for Their BrochureOverseas TO Produces a BrochureDistribute Brochure to TA’sTraveler Buys a Vacation Package
40Lead Times International Markets Require Advance Pricing RTO’s Tariff ProductionProducts and Prices Require Months in Advance
41Making Your Product Export Ready DescriptionPricing – 12 Months in AdvanceTerms and ConditionsConsistent RatesConsistent ProductKey ContactImages (High Resolution for Brochures)
43Marketing Your Product Research the RTO’sBook a Sales CallFollow UpMake Presentations to RTO StaffOffer Familiarization Tours to RTO Staff & the Overseas TA’s via RTO Requests
44Which Type of RTO is Best Suited for Your Business? Supplier Type:HotelsLodge / B&BRestaurantsBoat ChartersCoachAttractionsAdventure productLimo’sRegional TORTO’s Focus:AllFIT & Small GroupsGroups & IncentiveFIT Only
45Other Resources Your Local DMO (CVB or Tourism Office) Arizona Office of TourismMary Rittman, Dir. Trade & Media RelationsJennifer Sutcliffe, Travel Industry MarketingKristin Swanson, TIM SpecialistUSTADMAI
46My Contact InformationDon Prince, DirectorPrescott Office of Tourismvisit-prescott.comprescott-az.gov