Preparing your business for travel trade customers
Some things that may help you to get travel trade ready, alongside what you offer already could include:
- user-friendly materials in different languages
- good quality images and video footage that can be used to promote you
- consistent opening hours and clear information on your website
- Fast turnaround times for bookings, enquiries and issues
Being group-ready
Some of the travel trade organise group visits. These can be small family groups or larger groups of several coaches. If your venue is suitable to welcome larger groups, it is important to have a process in place for their booking and arrival.
Travel Trade prices
The Travel Trade works by taking a commission. When preparing to welcome the travel trade, ensure your prices are competitive for both you and the trade. This will ensure that when the price is offered to their customers, it does not appear too expensive, and you can still profit from their visit.
An experience for international visitors
While you do not have to create an entirely new product, make sure you have something readily packaged for the travel trade that will appeal to international audiences. This product will need to be priced appropriately, on your booking system, and ready to go whenever an intermediary company enquires with you to book.
Booking systems
One benefit of the travel trade is that they will book in advance. In order to take advantage of this you will need a booking system in place that is ready to take international bookings in advance, both direct and from intermediaries.
Marketing information
The travel trade will sell your business to their customers; therefore, you need a range of marketing materials ready, including:
- What is your USP (unique selling point)
- Why does your business appeal to an international audience?
- What businesses and products do you work well with in your area? The travel trade will rarely book one business in an area for their customers. Knowing other experiences nearby will make you more appealing as part of a travel trade “itinerary”.
- Do you have a presence on digital marketing platforms such as social media?
- Do you have good photography and a brief description of your business ready to send to the travel trade? They will require this to add you to their website and/ or brochures.