2. A Discover England Fund project
In November 2015, the Government announced a £40
Million Discover England Fund; an unprecedented
Opportunity for English tourism. The Fund aims to deliver
world-class bookable tourism products joined up across
Geographies and/or themes to provide an end-to-end
customer experience.
(Visit Britain)

3. Project update
To develop 12 new core itineraries and trails targeting the Nordic,
Spanish and Italian Travel Trade
Showcase 90 experiences
Build a brand new travel trade website
Attendance at least 2 travel trade exhibitions to promote the products
Host 3 fam visits with tour operators & provide a training module
Assist tourism businesses to become travel trade ready and help them
develop new product through training and support.
We now have over 70 experiences in place ready to take to the
next stage……….

4. Why work with international markets?

5. Benefits Could help to alleviate seasonality problems
Spread risk across additional markets
International travellers provide a higher spend
Longer booking lead times

6. Why work with the travel trade?

7. Benefits of working with the trade
They have an established customer base
They have market knowledge and are experts in their field
They have established networks and relationships
Your product is included in brochures and/or websites in different languages
You only pay for results
You benefit from their marketing activities

8. What is the ‘travel trade’?

9. Who are they?
Tour Operators (TOs) – TUI, Flight Centre, DERTour, Backroads
Travel Agents (TAs) (Retail Travel Agents) – Thomas Cook, Co-Operative Travel, Abercrombie and Kent
Online Travel Agents (OTAs) – Expedia, Booking.com
Destination Management Companies (DMCs) – Hotels and More, E-Voyages, AC Tours (sometimes referred to as ITOs – Inbound Tour Operators)
Wholesalers – JAC Travel, GTA, Miki Travel

10. The travel distribution system

12. Different routes to market Direct

13. Different routes to market DMC

14. What do I need to consider before I work with the trade?

15. Questions to ask yourself
Is your business already established in the domestic market?
Do you find you are very busy over the UK peak months but have capacity at other times of the year?
Are you able to be responsive to the trade?
Do you understand pricing and rates?
Do you know your target market?

16. Pricing You need to ensure your pricing is 3 things: Profitable
Competitive
Consistent

17. Pricing – top tips Be commissionable
Be clear about different rates – do you have a high season rate and low season rate for example? Still make sure these are consistent
Be open to negotiate whilst still remaining profitable
Guarantee your rates for a financial year (1 April to 31 March) and recognise buying cycles so be prepared with your rates at least 18 months in advance

18. Rates Gross rates = Net Rate + Distributor’s commission/margin
Net rate = Gross rate – Distributor’s commission/margin
Be clear whether your rates are net or gross. The gross rates are your retail rates, the prices you charge consumers publicly on your website or other direct routes

19. Commission levels
Tour Operator rate
Group rate
Tour series rate

20. Things to consider when talking to the trade
What are their markets?
How many people do they bring to the UK?
Frequency of visits?
Group sizes
Is their product available to buy through other distribution systems?
Marketing activities – what will they be doing which would include your accommodation/activity?
Exclusivity

22. Commission levels – things to remember
If you have contracted with a DMC/ TO/ OTA then they will be working hard to sell your product for you. They will be using their existing database which they have spent time and money building. They may also need to pay commission to a travel agent if they sell this way.
You need to ensure that you offer a high enough commission so that it is profitable for them to sell your product.

23. Rates agreement/ terms and conditions
To protect your business you will need to state all booking terms and conditions with your rates
These will need to be supplied with your rates preferably on one page
Seek legal advice to ensure that your terms and conditions adequately protect your business
You may also be asked to complete a risk assessment or SLA (service level agreement) to ensure you comply with distributor regulations/insurance policies

24. Visit Britain have produced a very informative toolkit
Visit Britain have produced a very informative toolkit. This shows the information that you will need to include in your rates agreement research-and-insights/taking-england-to-the-world/

25. Negotiation Prepare Listen If you don’t ask, you won’t get
Be prepared to compromise
Is there a Win-Win solution?

26. Know your markets

27. What markets are right for me?
Use the research and statistics available (
Align your product with markets (look at price, activities/types of accommodation, length of stay, location) – which market is best suited?
Understand booking cycles, lead times, travel trade in that country
Understand and respect cultural differences

28. Top tips

29. Targeting the trade
Do research before targeting the trade, know what they are looking for and be clear about what you can offer
Have a sales kit ready
Know your rates
Be prepared to stand out from the crowd

30. Fam trips/educationals
A great way to reach new markets and showcase your product
Usually on an FOC basis and great to work with other businesses in the area to show the area – contact your local DMO to see if there are any you can get involved in
Know who you will be welcoming – find out who they are, any additional requirements etc
Give a good welcome
Follow up

31. Working with others
Tourists don’t tend to travel to an area for just one aspect e.g. a hotel, a restaurant, an experience. They will travel for all the elements.
What can you join with to enhance your offer? Is there an opportunity to work with others?

32. Website and social media
Keep your website, if you have one, up to date
Use nice images
Can you translate into more languages, especially if you are targeting a certain market
Keep your pricing consistent
Have links to your social media site
Be active on social media
Be aware of different markets social media preferences

33. Reviews
Review sites can act as an inspiration for booking – 30% of travellers cite review sites as an influence on destination choice
Try to reply to every review, the good and bad!
Remember – if you think the review is incorrect you can ask TripAdvisor to take the review down

34. Next Steps
Sign the Business Pledge form and commit to help us build new
experiences for the international Travel Trade by March 2019
Complete your trade form which includes your experience
details, group sizes and pricing by Mid Feb 2019 ready for the
copy writer
Be available to host photographers and travel trade
Be open to work with OTA’s and the Travel Trade.

35. Next Steps
Sign the Business Pledge form and commit to help us build new
experiences for the international Travel Trade by March 2019
Complete your trade form which includes your experience
details, group sizes and pricing by Mid Feb 2019 ready for the
copy writer
Be available to host photographers and travel trade
Be open to work with OTA’s and the Travel Trade.

36. Questions