Approaching
tour providers/operators is becoming increasingly difficult.
This group generally receives printed/video material/e-mail
that can be measured in tons and hundreds of hours.
In other words they are "swamped" with
"opportunities". With
this being the case how can you increase your odds of reaching them
and capturing their attention. The
following are key points that can increase your chances for a
successful contact:
It
is estimated that over 80% of tour bookings are completed as a result
of personal contact and less than 20% because of a mailing.
Given
this situation a considerable amount of time and effort is required
for the development of personal contacts and networking. You may have the most creative and potentially sought after
tour and / or assets in the world, however, if you don't have the
contacts to the tour provider it will probably go unnoticed.
This
relationship building must be done by an individual that will be
around for the "long haul".
The reason is that it may take two to three years simply to
build your contact network, establish friendships, nurture confidence
and develop business relationships.
This
individual must become the "lead" contact and:
-
be
readily accessible,
-
knowledgeable
of the operators needs and the area being served,
-
flexible
in working with the tour provider, and
-
instantly
return calls, faxes, correspondence, and/or e-mails
The
expense of approaching tour providers is relatively high.
You will need to be prepared to join a number of State,
regional and national tour organizations frequented by the tour
providers. A list is at
the end of this item along with fees as of this date.
Along with the organization fee is the high expense of numerous
travels and support materials to sell your area or tour theme.
-
Spend
the time to know your region and its assets on a personal basis -
first hand knowledge is essential.
This also means that you need to be objective about the
regions limitations whether it is in restaurants, accommodations,
meeting rooms or other required facilities for group package
tours.
-
Tour
providers are interested in knowing several specifics:
-
Services and quality at what price range,
-
Facility availability in terms of accommodations and
separate dining/meeting room facilities,
-
The skill and /or energy level required on the type
of tours that you are suggesting,
-
Quality of service you will provide to them on the
tour, such as step on guides, quality brochures and materials,
and the "extra touches" that make you special,
-
Availability for dumping stations and cleaning
facilities for the coaches, and
-
Mechanics and service for coaches in the area.
-
Security
for participants and the coach(s).
-
High
quality,
-
Pictorial
and with visual uniqueness, and
-
Distinctive
in content and appearance to stand out from the competition.
Be
prepared to make a substantial investment in marketing if the group
tour providers are one of your key targets.
The investment must be long term as the returns may be two or
three years down the line. In
addition make sure you are objective about your regions ability to be
a quality host to the groups. One
bad experience by a tour provider can be devastating as they will
"spread the word". It is almost impossible
to recover from a negative experience, conversely the good word
spreads with equal speed!!!!
That "good image" lasts a long time if quality
controls are maintained.