By Blake Ng — 19 Jan 2017
You are starting to see your distribution network come to life now. You’ve implemented real-time availability features that broadcast your live rates and open tours. You’ve set the prices for each of the products that you offer, and you know that you are going to continue to earn profits despite the growth in your distribution network. You are starting to make partnerships with the type of agents that work best for your business. Now, it’s time to uncover agents who can provide you with incremental growth channels.
Fully incremental channels are powerful distribution tools that allow you as a tour and activity operator to reach a traveler segment or audience that you might not otherwise have access to. In most cases, you are not going to be able to find these unique and innovative channels without agent partnerships. Specific types of agents work with potential customers who may have a surprising interest in your products. By expanding your distribution network to include these agents, you can directly benefit from these channels.
Travelers that visit Las Vegas, know about the casinos, shows and the nightlife. But thinking about Las Vegas you wouldn’t necessarily think about the indoor skydiving you can do during the day. There is a huge audience visiting Las Vegas that is unaware of this activity. Connecting to an agent with a lot of marketing power (online travel agencies) would put your product in front of this audience (travelers who don’t know of your existence) who is looking for things to do on the same day in your destination. You want to make it on this list, to attract people you would never be able to attract yourself.
These are a few examples of incremental growth channels that you can use in order to improve the number of bookings at your tour and activity company: