Small Business Development Corporation
NETWORKING AND MEMBERSHIPS
It is very important to network, especially in the early stages of your business. Tourism is all
about relationships and making people aware of what you offer. Below are some suggested
ways of building relationships in the tourism industry:
KEEP THIRD PARTY SELLERS INFORMED
It is your responsibility to ensure that third party sellers such as travel agents, wholesalers
and inbound tour operators are familiar with your product.
TOP TIPS TO KEEP TRAVEL AGENTS INFORMED:
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Provide special rates to people working in retail agencies to encourage staff to
experience their product
Offer agents a familiarisation of your tour or service
Send regular newsletters or other direct forms of communications
Ensure that agents have current brochures and rates
Participate in wholesale programs
MAKE PERSONAL SALES CALLS
An important way of selling your product is by personal sales calls, generally to retail travel
agents, but also to inbound and coach operators and tour wholesalers, depending on what is
appropriate for your business.
Many small operators are not able to employ sales staff or sufficient sales staff to service all
markets e.g. the eastern states and overseas, and may engage the services of a sales
representation company to cover specific markets (known as a General Sales Agent GSA).
Sales representation has a cost. It may be more economical to employ your own staff than
use a sales representative to act on your behalf. Above all else, don't expect overnight
miracles and treat your sales representative as part of the team.
PACKAGE YOUR PRODUCT
Packaging is the way that associated products and services are put together to form a
package deal. For example:
A motel operator may develop a package that includes transport, tickets to a local concert
and evening meal as part of a total package. The operator benefits by ensuring that guests
dine in-house, while customers don’t have to spend time considering their options.
Packaging offers great opportunities to target specific markets and explore new ones,
particularly during shoulder and off season periods For example:
‘book five nights, get two free, plus a fruit basket and chocolates on arrival!’
Whilst ‘packaging’ tourism products might include flights, transfers, basic meals and
activities, ‘bundling’ tourism products is quite different.
©2012 Small Business Development Corporation(All Rights Reserved)
Small Business Development Corporation
BUNDLING YOUR PRODUCT
Product ‘bundling’ is about providing complementary products to like-minded travellers.
Rather that dictating the experiences that a visitor will have, it focuses on making them
aware of what your business AND your region has to offer. It assists in making a visit to your
area more appealing by enhancing the perceived value of the overall experience.
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It could be as simple as having links to other organisations’ websites on your
website, or
It could involve joining forces with other businesses in your region to create more
substantial marketing activity and promotions.
Most importantly, the key to effectively ‘bundling’ your experience is to cross-promote likeminded experiences that enhance the overall visitor experience in your region.
Working together to develop attractive deals that encourage visitors into the region, not
only benefits an individual operator, but the region as a whole by greater visitor numbers
and increased expenditure.
BUILD RELATIONSHIPS WITH COACH TOUR OPERATORS
Operators of tourist attractions or accommodation establishments may wish to consider
attracting business from coach tour operators. Attracting the interest of a coach operator
may take time. Each year, coach companies receive hundreds of requests from tourist
attractions and other businesses to be included in their itineraries.
Send coach operators an introductory letter, brochure and invitation to visit your business or
perhaps offer to host a lunch or overnight stay, if relevant. After these initial approaches,
maintain regular contact and do the following:
TOP TIPS TO MAINTAIN RELATIONSHIPS WITH COACH TOUR OPERATORS:
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Provide a quality product and demonstrate a commitment to customer service
Ensure that your offer suits the requirements of the coach tour operator
Make it easy for drivers to drop off passengers, manoeuvre coaches, and park
Make drivers feel welcome
Adhere to negotiated rates. Don’t try to suddenly increase your charges
Stick to agreed times - coach tours operate to strict timetables and will be
inconvenienced by any unscheduled changes
Don’t complain if passenger numbers are initially lower than expected. It often
takes time to build up business.
JOIN YOUR LOCAL VISITOR CENTRE
Your local visitor centre can be a great marketing avenue. They usually get a lot of walk in
traffic and also promote extensively through their website. Most VCs have a tiered
membership structure.
©2012 Small Business Development Corporation(All Rights Reserved)
Small Business Development Corporation
JOIN YOUR REGIONAL TOURISM ORGANISATION
There are many benefits associated with aligning your business with a Regional Tourism
Organisation (RTO). The most notable is the domestic and international marketing reach
they have and the affordability of partnering with them to promote your product.
JOIN OTHER TOURISM INDUSTRY ASSOCIATIONS
There is a wide variety of tourism associations that cater to specific industry groups, such as
backpackers or Bed and Breakfast operators. They all offer varying membership benefits,
including great networking opportunities. To find out more about the various associations
within the tourism industry and who does what, visit our ‘Who’s Who in the Tourism
Industry’ page.
©2012 Small Business Development Corporation(All Rights Reserved)