1. Travel Trade 101 & Working with Receptive Tour Operators
Don Prince
Prescott Office of Tourism

2. Don Prince 28 years in Travel & Tourism Arizona Office of Tourism
Deputy Director, Director of Travel Industry Marketing & International Marketing Mgr.
Sales & Marketing Consultant to hotel groups, resorts and destinations.
Tour Operators and Cruise Lines

3. Travel Trade 101 Travel Trade
The hierarchy of businesses that operate between the long-haul/international traveler and the destination.
aka: Travel ‘Middle – Men’

4. Travel Trade 101 Access to long-haul / international markets
U.S. long-haul markets (Midwest, East Coast)
Canada
Mexico/Latin America
Europe
Asia Pacific

5. Travel Trade 101 Access to long-haul / international markets
USA
Canada
Mexico/Latin America
Europe
Asia Pacific
Navigate the International Protection Laws

6. Travel Trade 101 Access to long-haul / international markets
USA
Canada
Mexico/Latin America
Europe
Asia Pacific
Navigate the International Protection Laws
GUARANTEED RETURN ON INVESTMENT!

7. Travel Trade 101 LEISURE TRAVELER FIT – Fully Independent Traveler, or
Foreign Independent Traveler
- a person traveling independently who is not part of an organized group tour

8. Travel Trade 101 LEISURE TRAVELER
Group - an organized group tour that has a tour leader/guide, and where transportation, accommodation, admissions and meals are generally included

9. Travel Trade 101 BUSINESS TRAVELER
MICE – Meetings, Incentive travel, Conference and Exhibition attendees
Incentive Trips – ‘gifts’ that businesses provide to clients or employees and are 100% paid for by the company

10. Travel Trade 101
Tour Operators - the term represents 3 different business models:
Tour Operators – either contract products, ground and air services from a Receptive Tour Operator or a Tour Wholesaler or they may contract directly with the Supplier. They then package these products and resell to the Consumer. They market these products through brochures, websites, advertising and promotions. They often work through Travel Agents to sell their products, but there are also many Tour Operators that sell directly to the public, bypassing the Travel Agent.

11. Travel Trade 101
Tour Operators - the term represents 3 different business models:
Tour Operators
Tour Wholesalers – may contract products and services from either Receptive Tour Operators or Suppliers and then resell them to other Tour Operators or Travel Agents. They do not traditionally sell directly to the public.

12. Travel Trade 101
Tour Operators - the term represents 3 different business models:
Tour Operators
Tour Wholesalers
Receptive Tour Operators

13. Travel Trade 101 Receptive Tour Operators (RTO)
are ‘business to business’ U.S.-based Tour Operators who contract products and services with U.S./Arizona Suppliers. They resell these services to an International Tour Operator, who then resells these services to the Consumer, sometimes via a Travel Agent. Traditionally, they package individual services into multi-day packages for individuals and groups but they also sell stand-alone products and services.
A RTO is one of the strongest marketing partners a Supplier can have!

14. Travel Trade 101
Travel Agents – sell or arrange trips or tours for consumers. They book services directly with suppliers and with tour operators and receive a commission for the booking.

15. Travel Trade 101 Travel Agents
Airlines - access by air is a key component in the success of the Travel Trade for a particular market

16. Travel Trade 101 Travel Agents Airlines
Media - articles in newspapers, magazines and online are a reliable means of generating interest in a market

17. Travel Trade 101 Specialized Travel Companies
On-Line Travel Companies (OTAs) sell individual travel services or complete packages on their website. They generally contract products and services directly from the Supplier or Tour Operator. Will generally receive payment in the form of a commission from the supplier.

18. Travel Trade 101 Specialized Travel Companies On-Line Travel Companies
Destination Management Companies (DMCs) – are companies that arrange ground services and events for business groups and conferences. They generally only service the region in which they are located.

19. Travel Trade 101 Specialized Travel Companies On-Line Travel Companies
Destination Management Companies
General Sales Agent (GSA) – is an appointed sales representative of a company or tourism organization, usually located in an international market.

20. Travel Trade 101 Specialized Travel Companies On-Line Travel Companies
Destination Management Companies
General Sales Agent (GSA)
Consolidators – are companies that buy large volumes of travel services (usually airline tickets) in order to secure a preferred rate and override commissions.

22. Travel Trade 101
Commissions – a percentage of the booking paid by the supplier (usually to Travel Agents)
Net Rates – an established rate for individual or packaged products and services made available to Tour Operators, typically 15% to 35% less than retail or rack

23. Travel Trade 101
Net Rates – develop at a variety of price points to meet the needs of TO’s versus RTO’s

24. Travel Trade 101
Net Rates
Develop a Marketing Plan – identify and communicate with appropriate members of the travel trade (those that compliment your product). Trade shows such as NTA, Go West Summit, International Pow Wow are excellent for establishing a presence in the international marketplace.

25. Travel Trade 101 Work with AOT and your local DMO.
AOT and most DMOs attend a variety of domestic and international trade shows.
AOT and DMOs communicate with the travel trade throughout the year – your new product/service is NEWS! Tell us about it.

26. Receptive Tour Operators
How receptive operators can make your life easier…

27. Receptive Tour Operators
Sales Chain:
Supplier
Receptive Operator / Wholesaler
Overseas Wholesaler
Overseas Retail Outlet / Travel Agent
Consumer

28. Receptive Tour Operators
What is an RTO ?
There are a wide range of sizes and types of Receptive Tour Operators but the common feature to all is that they buy U.S. Tourism products. Products are presented in confidential tariff’s or through customized quotes.

29. Receptive Tour Operators
The Overseas Wholesaler
These are tour operators outside of the U.S. which may buy a U.S. land package from an RTO and add on the air transportation. They produce glossy brochures which are distributed to the travel agents and into the hands of the consumer.

30. Receptive Tour Operators
The Travel Agent (overseas)
This is where the tour product reaches the consumer. The travel agent will discuss which of the multitude of different products will best suit their desires.

31. Types of Receptive Operators
Geographic Market. The demands of the overseas markets vary considerably which requires specialized knowledge from the RTO.
Destination Area. Some RTO’s specialize in one state or region, ie; the Southwest USA and at the opposite end of the spectrum they represent the entire country.
Product Type. One of the main differences here is whether the RTO is selling to Groups or FIT (Individual Travelers)
Size. Smaller companies are usually more specialized by market, destination or product types. Usually the larger the operation the greater number of markets they reach and the wider the product range.

32. Receptive Operator Organization
Product / Contracting
Sales and Marketing
Operations

33. Advantage of RTOs to Intl. Operators
One Stop Shopping
Cost Savings
Reliable U.S. Partner
Protection of Interests – Tourism Laws
Marketing of New Products
Destination Education
Adaptable Tour Products

34. Advantage of RTOs to Suppliers
Exposure to International Marketplace
Less Volume Fluctuations
Efficiency
Customer Service
Packaging of Your Product
Accounts Receivable

35. Why Work Direct? Control Over Client Relationship
Promotion of Your Product
Higher Price

36. Some Things To Remember
You Can Work with Both!
Loyalty, Trust, Respect
Pricing Structure is Important

37. Commission Structure U.S. Receptive Operator = 20% to 30%
Overseas Tour Wholesaler = 15% to 20%
Travel Agents = 10%
Consumer Price Should Match Retail

38. Why 25% to 30% off Retail? Marketing Costs Communication Costs
Questions / Complaints
Payment Issues
Expertise and Experience
Packaging with Other Products

39. Sales Cycle RTO Produces a Tariff
Meet with the Overseas Tour Operators
Finalize Product for Their Brochure
Overseas TO Produces a Brochure
Distribute Brochure to TA’s
Traveler Buys a Vacation Package

40. Lead Times International Markets Require Advance Pricing
RTO’s Tariff Production
Products and Prices Require Months in Advance

41. Making Your Product Export Ready
Description
Pricing – 12 Months in Advance
Terms and Conditions
Consistent Rates
Consistent Product
Key Contact
Images (High Resolution for Brochures)

42. Other Issues Consumer Protection Laws
Inventory (Hotel Block Allocations)
Liability
Assumption of Risk
Safety
Languages

43. Marketing Your Product
Research the RTO’s
Book a Sales Call
Follow Up
Make Presentations to RTO Staff
Offer Familiarization Tours to RTO Staff & the Overseas TA’s via RTO Requests

44. Which Type of RTO is Best Suited for Your Business?
Supplier Type:
Hotels
Lodge / B&B
Restaurants
Boat Charters
Coach
Attractions
Adventure product
Limo’s
Regional TO
RTO’s Focus:
All
FIT & Small Groups
Groups & Incentive
FIT Only

45. Other Resources Your Local DMO (CVB or Tourism Office)
Arizona Office of Tourism
Mary Rittman, Dir. Trade & Media Relations
Jennifer Sutcliffe, Travel Industry Marketing
Kristin Swanson, TIM Specialist
USTA
DMAI

46. My Contact Information
Don Prince, Director
Prescott Office of Tourism
visit-prescott.com
prescott-az.gov