Presenting your business or destination to the travel trade

In order to work successfully with the international travel trade, your product must be ‘trade-ready’. This translates into being able to welcome international travellers, offering net or commissionable rates, and providing information on whether you support the fully independent traveller (FIT) or offer group rates.

The travel trade is a complex global network, so first ensure that you are targeting the right people or organisations. Our guide to Understanding the travel trade is a good starting point, and our advice on Making the most of trade shows and missions can help maximise your productivity when meeting face-to-face.

Before you begin presenting your product to the travel trade, it is essential to consolidate your product identity, decide which message you want to convey, and establish exactly what trade partners can book with you.

To get the maximum benefit from hosting a fam trip, it is essential to plan ahead:

In the run up

• Research who’ll be attending, where they are from, their company, position, which markets they operate in and whether they sell competitors’ products or complementary products.
• Ensure your staff are well-briefed and aware of the visit. It can be helpful for them to watch our market webinars and training tools.
• Prepare information on your business and product, ideally tailored for each participant – or more broadly bespoke to the market and audience of the buyers or media attending.

During the visit

Following up

• Add participants’ contact details to your database. (Ensure you are compliant with the General Data Protection Regulations (GDPR): see the ICO website for details.)
• Send thank you emails, and fulfil any requests for further information.
• Follow up on any sales leads generated by the trip.
• Keep participants up-to-date with any relevant changes to your product.
• Add the relevant contacts to your press release, including the VisitBritain press team.

Use our check-list for planning your sales calls:

• Try to ensure that you call at a convenient time for your contact, especially if you’re making international calls. Avoid calling during busy holiday times, and be aware of potential clashes with events such as major trade shows.
• Cold calling is rarely appreciated, so plan your sales calls well in advance. Diarise the appointment, and as a courtesy confirm your call before it takes place.
• Carefully consider what form your call should take: on the phone, online conference (with or without video?), or via an app such as FaceTime or WhatsApp. Ensure that the format is clear, that you and the client have any required software and, if applicable, that the meeting link is shared in advance.
• If you set a time to call, ensure that you keep to it.
• Do your homework. If you are well versed about the distributor you’re calling, it makes a good impression. Similarly, have the figures to-hand of your recent and past business with the person you’re calling: this is essential when negotiating for new business.
• Research cultural customs: respecting those small cultural differences can make all the difference.
• Make a written record of everything discussed, and ensure you fulfil your side of the deal. Communicate your agreements after the call to ensure there’s a record, and that you share the same understanding of what you’ve agreed.
• Follow up to the call with clear actions and responsibilities, and set a preferred timeline for future engagement.