In accordance with the product development strategy, there are also some significant changes in the sales or distribution strategy. In summary, the sales strategy may be synthesized in three channels:

  • Traditional channels for tourism products: travel agencies and tour-operators selling commodity products, and direct booking to every service.
  • New channels for the new tourism products: Special Interest travel agents and tour-operators; mission driven travel agents and tour-operators marketing the life-changing experiences to value driven customers; booking platform in the destination website centralizing all services and leveraging the increasing brand awareness and interest.
  • Distribution channels for the merchandise products: retail stores and online store.

The main power of the new sales system is not only the new product lines and channels, but mostly the growth of the brand awareness that drives prospective customers to the destination’s booking platform and online store, which in addition are the most profitable channels, providing direct connection with the client and empowering the destination to control customer satisfaction and collect intelligence data.

Needless to say this booking platform is applicable only to DMOs, as long as they hold the destination brand and are providing service to all the destination’s businesses. Furthermore this booking platform is intended to provide a low cost sales channel to the destination businesses, charging them only a service to cover its cost, for it may be considered a non-profit service.

Current TA and TTOO Direct booking Special Interest TA Mission driven TA Online store & booking Retail channels
Current products ••• ••
Special Interest ••• ••
Life-changing ••• •••
Merchandise ••• •••

While the travel agents are used to leverage their marketing influence along the initial stages, over time the online channels are expected to become the main sales channel.

Would you consider other sales channels?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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