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1
TRAVEL TRADE
T h e G r e a t G l o b a l
S H O W G A M E
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COME ON DOWNTOURISM OPERATORS
3
You have been
encouraged to make
application to attend a
trade show.”
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EXERCISE #1
DESCRIBE YOUR TOURISM OFFER IN 150 WORDS.
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Have you mentioned the experience?
ONE
Have you indicated the market?
Two
Have you mentioned you are on one of the Touring Routes: Great Southern Touring
Route, Go Beyond Melbourne?
Three
QUESTIONS…
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REMEMBER
You have about three minutes for BOTH of you to take this
relationship to the next stage
THIS IS LIKE SPEED DATING
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HERR SCHMIDTFROM
LEDERHOSEN RIESEN
Write here something about
FIRST APPOINTMENTYour first appointment is with Herr Schmidt from Lederhosen Risen
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GOOD WORK# HERR SCHMIDT LIKES WHAT YOU TELL HIM ABOUT YOUR
PRODUCT!
# HE WANTS TO FEATURE YOU IN HIS LEDERHOSEN RIESEN
PROGRAM
# HE HAS REQUESTED 5 THOUSAND EURO TO BE INCLUDED IN
HIS PROGRAM.
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EXERCISE #2
IS THIS LOVE AT FIRST SIGHT?
HAVE YOU HIT THE JACKPOT?
WHAT QUESTIONS DO YOU WANT HERR SCHMIDT TO
ANSWER BEFORE YOU AGREE TO THIS
PARTNERSHIP?
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THE FACTS
Herr Schmidt is the Senior Product Manager with
Lederhosen Riesen – and can contract new product into their
program.
One
Lederhosen Riesen is a wholesaler dealing with over 300
Retail Travel Agents and each year books over 5 thousand
clients on ‘Great Southern Touring Route’, ‘Go Beyond
Melbourne’?
’.
Two
Lederhosen Riesen is a Luxury Operator who requires daily
departures and free sale if your product. Herr Schmidt wants
an allocation of your rooms.
Three
Herr Schmidt wants a response to bookings within 24 hours.
Four
ABOUT HERR SCHMIDT AND LEDERHOSEN RIESEN
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THE FACTS CONT.
Lederhosen Riesen Terms of Trade are to settle your
accounts within three months.
Five
This single partnership could deliver enough customers to
make you a very successful business.
Six
Lederhosen Riesen will expect you and your staff to assist
with the training of their retail agents – In Market Training.
Seven
Lederhosen Riesen will want you to support Agent
familiarisations.
Eight
ABOUT HERR SCHMIDT AND LEDERHOSEN RIESEN
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ROGER BONDFROM
BOWLER HAT TOURS
SECOND APPOINTMENTYour second appointment is with a retail travel agent from the UK. His name is Roger Bond and his
company is bowler Hat Tours.
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EXERCISE #3Mr Bond says he is keen to experience first hand your product (tour / attraction /
accommodation) and would like to bring a small party with him to better
understand the experience.
IN SHORT. HE WANTS AN INDUSTRY FAMILIARISATION.
HE WANTS YOUR RATE SHEET.
What do you need to know before you enter into this partnership?
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THE FACTSONE
Bowler Hat Tour sold three bookings to the Great Southern Touring
Route over the last three years.
TWO
Roger Bond works from home and runs slide show presentations
at the local hotel to attract clients.
THREE
Roger Bond has promised his wife and family an ‘exotic holiday’
and is very keen to be hosted and subsidised.
FOUR
Never – Never give a retail agent your net rates…..ONLY rack rate.
FIVE
Unfortunately not every ink in the distribution chain act in a
professional and ethical manner.
SIX
Roger Bond and Bowler Hat Tours should be reported to your
National Tourism Authority and Travel Agent Board.
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CHUCK TRUMP*no relation
FROM
WORLDS GREATEST TOURS
Write here something about
THIRD APPOINTMENTAppointment Number 3 is an American online travel agent that sells travel directly to a massive data base.
His name is Chuck Trump (no relation) and his company is ‘Worlds Greatest Tours’.
Chuck wants images and video clips of your product to include in his travel blog.
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EXERCISE #4How do you respond to Chuck’s request? What do you need to know about Chuck
and ‘Worlds Greatest Tours’ before you partner and support Chuck and his
company.
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THE FACTS
Chuck and ‘Worlds Greatest Tours’ are doing massive
business in South America, Africa and are looking to
establish in Asia and Europe.
One
‘Worlds Greatest Tours’ specialises in cultural travel and is
regarded by the industry as a highly ethical and responsible
operator.
Two
Chucks data base are graduates of universities who have
graduated in cultural studies and environmental science.
Three
‘Worlds Greatest Tours’ includes legitimate research into their
tours and makes significant financial contributions to
maintain the cultural and environmental integrity of the
places they visit.
Four
Chuck runs a ‘low volume’ but ‘high yield’ tour with a focus on
experiences that delivers learning – about self and the world
we live in.
Five
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CONCLUSION
TWO
It’s all about trust. You trusting them and they trusting you!
THREE
Don’t expect immediate results…working with the trade is a ‘long haul’ experience.
ONE
Listen before you talk. Tailor your presentation to the specific needs of that
particular appointment.
FOUR
Trade shows are just a part of your industry engagement strategy.
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Conclusion
SIX
Don’t forget….You always have the right and capacity to not accept a booking.
SEVEN
Explore partnerships with compatible product to reduce the cost (staffing and
finance) of attending Trade Shows and working with the Travel Trade.
FIVE
Follow Up…Follow Up…Follow Up. You must work the distribution system. Talk to
the few who talk to the many.
EIGHT
Trade Shows are a business opportunity. Don’t let the social aspects compromise
your capacity to do business.
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REMEMBERHAVE FUN!
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