By Blake Ng — 5 Feb 2017
One of the reasons that you are investing time and energy into improving your distribution strategy is so that you can rely more heavily on agent bookings. This is a proven way to increase your bookings overall and continue to grow your business. While you are implementing your distribution strategy and expanding your agent network, you should also make it a point to change your marketing channel strategy.
Without a plethora of agents booking your tours and activities for you, you have to rely more heavily on various types of marketing and advertising campaigns. Pay-per-click campaigns, such as Google AdWords or Facebook ads, are expensive and do not always offer the return on investment that you need in order to effectively grow your business. By increasing your agent partnerships, you can utilize on their marketing and promotional resources and decrease your own marketing budget.
In general, the agents that will best improve your marketing channel strategy are larger agents, such as OTAs. This is due to the fact that these giant organizations invest a significant amount of time and resources into marketing. They not only promote their own brands, but also the brands that they partner with through their services.