Your tour and activity company is probably famous for one particular product — but there’s a good chance you try out new tours each year in order to see what works best for your business. For instance, if you’re known as the local tour company that offers amazing horseback riding experiences, you probably have a solid base of customers and agents who book those activities. However, you might be introducing a new dirt biking adventure into your offerings this year, and you’ll need to promote this product to a different set of travelers and agents.
Some tours are better suited to particular types of travelers. For instance, your horseback riding experiences are probably an ideal family-friendly activity for people to enjoy while they are on holiday with their kids. However, the new dirt bike adventure is likely a better option for adults over the age of 18. You can segment your customers by promoting one type of tour to one audience, and showcasing the other tour to a different target audience. You can use your tour descriptions, as well as social media and agents, in order to clearly segment your customers for your different tour products.
Your current agents have been working with you for a long time, and they know that you are a trustworthy provider who will offer a premier experience for their customers. With this in mind, you don’t want to neglect these agents who have been helping you increase your bookings for years. When you have a new product to release, you can promote that particular tour by offering your existing agents a higher commission rate on that tour. This will motivate them to find new customers to book for those tours, and they also will continue to bring you business for the horseback riding activities that you have always offered.
Now that you’ve added an additional tour and brand new experience to your catalog, it’s critical to network with agents who specialize in those types of tours. For instance, you likely did not work with extreme sports agents or adventure travel agents in the past, but now is an ideal time to connect with those who work with these niche travelers. They will help you discover the visitors who are most interested in the product that you offer, and they may also find that they want to book customers for your other products as well.
With new products, you need to focus your promotional and marketing materials on new agents who will help diversify your customer base. There’s always another agent out there who has access to an entire audience that you might not otherwise be able to reach. With a different tour or activity available, this is the perfect time to try to uncover incremental channels.
To find out more information on networking with agents and improving your distribution strategy, download the online distribution ebook today.