1. Hubspot Partner Success Workshop
Creating a Sales Funnel and
Inbound Marketing Strategy
for the Travel Vertical
1/24/13

2. Organizational Background
Partnership Building
Destination Development
Enterprise Development
Marketing and Distribution
Public-Private-Residents
Tourism Clusters
Industry Associations
International Partners
Strategic Planning
Product Development
Investment Promotion
Resource Conservation
Business Planning
Investment Promotion
Skills Training
Sustainability Criteria
Branding & Storytelling
Interactive / Online
Social Media / PR
Trade Distribution

5. Traveler Funnel Travel Trade Funnel
Solimar works with our destination partners to convert travelers and travel trade by generating and engaging leads at every stage of the buying cycle. A large audience responds to initial awareness activities, then moves through a “funnel” to become a narrow set of high-value leads. Trade partners are the ones who will travel to or help to sell the destination.
Traveler Funnel
Travel Trade Funnel
Introduce traveler to your destination and inspire them to learn more
Find trade partners best positioned to sell your destination
Develop relationship with traveler through interactive media and personalized communications
Educate trade partner about destination’s products and motivate them to be enthusiastic sellers
Pass qualified lead to trade partner whose product aligns with traveler’s expectations
Providing high quality sales tools to the trade and refer leads to your most engaged partners
Convert traveler into a satisfied customer and future destination brand ambassador
Convert trade into enthusiastic destination sales partners

6. Traveler Marketing Activities
Our targeted, segmented traveler marketing initiatives follow the traditional, logical travel buying cycle: dreaming, deciding, planning, booking, and experiencing. Our process raises traveler awareness about your destination, inspires and engages travelers at all stages of the buying cycle, and passes sales leads to trusted trade partners to book their trip.
Traveler Mindset
Traveler Marketing Activities
“I want to go on a rustic European holiday.”
Optimize website with keywords
Improve search rankings
Create a blog
Launch social media campaign
“What makes Douro unique?”
“How could I spend my time in Douro?”
“Douro is the right place for my holiday.”
Offer travel planning guides
Distribute a regular newsletter or e-blast
“Chat with a destination expert”
“Where am I going to stay in Douro?”
“How am I going to get to Douro?”
Refer lead to qualified sales partner to facilitate final booking
“I am having an amazing time on this wine tour in Douro Valley. Everyone else should come next time!”
Share experience on social media
Review businesses and locations

7. Trade Marketing Activities
Our trade outreach is about creating sales partners that are as motivated to promote your destination as you are. We help destinations create a network of partners that participate in traveler marketing to expand the reach of your campaign and improve their ability to make sales.
Trade Partners Mindset
Trade Marketing Activities
“I need new destinations to sell but what makes Douro unique?”
Identify ideal trade partners
Make initial calls/visits to gauge interest/ability
“I’d like to know more about Douro so that I can offer it to my clients”
Educational webinars
FAM trips
Destination Specialist Program
“I know that Douro is an incredible destination but I’m having trouble selling it to travelers.”
Provide high quality sales tools
Generate qualified leads with actionable intelligence
Convert traveler to satisfied customer and a brand ambassador who actively promotes your destination
Promote your brand and products on partner platforms (website, social media, print, etc.)

8. Final Advice – Just Jump In