Tour wholesalers
Wholesalers sell travel products, such as transport, accommodation, tours and attractions, to retail travel agencies (see below) and inbound tour operators (see below). They do not sell to consumers. Wholesalers are increasingly looking for unique and authentic products. Examples of wholesalers are Greatdays, Miki Travel and The Albatross Travel Group.
Tips for working with wholesalers:
- Find out which markets the wholesaler targets, what they sell and who their distribution partners are.
- Suggest ideas for packaging your product with complementary products in your area.
- Highlight your unique selling point - what sets you apart from the competition?
- Allow for wholesaler commissions in your rates, have clear terms and conditions, and be prepared to provide rates up to 18 months in advance.
- Keep wholesalers updated about any developments or changes to your product.
Independent tour operators (ITOs)
ITOs combine elements such as accommodation, flights, airport transfers, activities, restaurants and tours to create packages and offer products at lower rates than a consumer could get by booking direct. Some specialise in niche holidays, such as cycling, yoga or walking holidays. A tour operator may sell direct to the consumer or through travel agents (see below) and many sell online as well as (or instead of) from a retail shop front. Examples of tour operators are Jet2holidays, Sunvil and Trailfinders.
Tips for working with tour operators:
- Research who the ITO works with and the markets they target to ensure your product is the correct fit.
- Have a sales kit with product fact sheets in PDF format and ensure any website information is up to date.
- Provide net rates and include concise terms and conditions. Be prepared to provide rates up to 18 months in advance.
- Provide translated information if targeting overseas markets where English is not the first language.
- Respond to enquiries, quotations and bookings quickly.
Retail travel agents/agencies
Travel agents sell holiday and travel products to consumers and are based in the consumer’s country of origin. They are a link to international consumers, sell a range of products and generally focus on overseas destinations. Examples of travel agents in the UK are Hays Travel and Explore.
Tips for working with retail travel agents:
- List your business on the White Cliffs Country website, Visit Kent website and England's Coast website.
- Attend travel trade shows to meet agents.
- Establish and maintain good working relationships and keep agents up to date with your product/s.
Online travel agents (OTAs)
This is the fastest growing distribution channel for travel products. They deal directly both with the consumer and tourism businesses. They are online versions of the traditional travel agent or tour operator and should mainly be used to attract business that you would not have got through other (more cost effective) means. Examples include Booking.com and Expedia.
Tips for working with OTAs:
- Be careful about the commission you are being charged - only agree to one that is profitable.
- Check for any rate parity agreements - these may restrict you from offering cheaper rates on your own website from those you offer through the OTAs.
- Check if there are any affiliate sites in addition to the main site.
- How is your information on the site maintained and updated?
- How is the site promoted? Is it targeted at the trade or consumers? Are there any distribution agreements in place?
- Check the fine print for their refund policy.
Inbound tour operators (ITOs)
ITOs are also known as ground handlers or destination management companies (DMCs) and they specialise in packaging holidays for the overseas travel trade (tour wholesalers and operators). These companies can be very helpful in getting your product to market. Examples include Abbey Tours, Touring Britain and Interopa.
Tips for working with ITOs:
- Adapt your product/service to align with the operator's target market; consider cultural nuances and preferences and be flexible so the operator can tailor packages to their customers' needs.
- Maintain clear and open communications and respond quickly to enquiries.
- Ensure consistent quality.
- Offer familiarisation tours (FAM trips) to help the operator understand your business so they can better promote it.
- Establish competitive pricing and offer value for money.
- Engage in joint marketing efforts with operators such as shared social media campaigns.
- Provide a welcoming and inclusive environment and train staff to be culturally sensitive and aware of the needs of international guests.
Group and coach travel companies
The nature of group travel is changing. Groups tend to be people travelling together based on a common interest or motivation and broadly fall into three categories:
- Touring holidays - when visitors come to White Cliffs Country for a coach tour holiday they generally book their trip via a tour operator, such as Shearings, whose role is to put together and package a mix of things to see and do, places to stay and organise the coach.
- Day and overnight trips - visitors go on short trips of one or two days generally from (and returning to) main urban centres, such as London, and take in many popular tourist attractions and sights that are not easily, or readily, accessible by public transport.
- Independent coach operators - group tour organisers, corporate clients and businesses, schools and social groups may plan their own tours and contract independent coach operators for the transport element of their tour.
Tips for working with the coach and group travel market:
- Research dedicated group travel publications and attend trade events.
- Ensure that your team has been briefed on terms and conditions, who the contact is for, etc.
- Consider group menus to suit the clients’ country of origin.
- Look after the driver and the guide.
- Welcome groups on the coach before they get off - the customer experience is key.
See Visit Kent's business website for more information and advice on working with the travel trade.