THE CARIBOO CHILCOTIN COAST DELIVERS Adventure Fishing Touring Lifestyle

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THE CARIBOO CHILCOTIN COAST DELIVERSAdventure
Fishing Touring - Lifestyle
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Cariboo Chilcotin Coast Tourism Association
Travel Trade 101
Stakeholder Workshop October 2007
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Cariboo Chilcotin Coast Tourism Association
Definition
Travel Trade The hierarchy of businesses that
operate between the long-haul/international
traveler and the destination. aka Travel Middle
Men
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Cariboo Chilcotin Coast Tourism Association
Benefits of Working with the Travel Trade

• Access to long-haul / international markets
• Eastern Canada Europe
• USA Asia Pacific

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Cariboo Chilcotin Coast Tourism Association
Benefits of Working with the Travel Trade

• Access to long-haul / international markets
• Eastern Canada Europe
• USA Asia Pacific
• Navigate the International Protection Laws

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Cariboo Chilcotin Coast Tourism Association
Benefits of Working with the Travel Trade

• Access to long-haul / international markets
• Eastern Canada Europe
• USA Asia Pacific
• Navigate the International Protection Laws
• GUARANTEED RETURN ON INVESTMENT

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Cariboo Chilcotin Coast Tourism Association
The Travel Trade Consumer (defn)
LEISURE TRAVELER FIT Fully Independent
Traveler, or Foreign Independent Traveler a
person traveling independently who is not part of
an organized group tour
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Cariboo Chilcotin Coast Tourism Association
The Travel Trade Consumer (defn)
LEISURE TRAVELER Group - an organized group tour
that has a tour leader/guide, and where
transportation, accommodation, admissions and
meals are generally included
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Cariboo Chilcotin Coast Tourism Association
The Travel Trade Consumer (defn)
BUSINESS TRAVELER MICE Meetings, Incentive
travel, Conference and Exhibition
attendees Incentive Trips gifts that
businesses provide to clients or employees and
are 100 paid for by the company
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Tour Operators - the term represents 3 different
  business models
• Tour Operators either contract products, ground
  and air services from a Receptive Tour Operator
  or a Tour Wholesaler or they may contract
  directly with the Supplier. They then package
  these products and resell to the Consumer. They
  market these products through brochures,
  websites, advertising and promotions. They often
  work through Travel Agents to sell their
  products, but there are also many Tour Operators
  that sell directly to the public, bypassing the
  Travel Agent.

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Tour Operators - the term represents 3 different
  business models
• Tour Operators
• Tour Wholesalers may contract products and
  services from either Receptive Tour Operators or
  Suppliers and then resell them to other Tour
  Operators or Travel Agents. They do not
  traditionally sell directly to the public.

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Tour Operators - the term represents 3 different
  business models
• Tour Operators
• Tour Wholesalers
• Receptive Tour Operators

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process
Receptive Tour Operators (RTO) are business to
business Canadian-based Tour Operators who
contract products and services with Canadian
Suppliers. They resell these services to an
International Tour Operator, who then resells
these services to the Consumer, sometimes via a
Travel Agent. Traditionally, they package
individual services into multi-day packages for
individuals and groups but they also sell
stand-alone products and services. An RTO is one
of the strongest marketing partners a Supplier
can have
ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process
Travel Agents sell or arrange trips or tours
for consumers. They book services directly with
suppliers and with tour operators and receive a
commission for the booking.
ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process
Travel Agents Airlines - access by air is a key
component in the success of the Travel Trade for
a particular market
ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process
Travel Agents Airlines Media - articles in
newspapers, magazines and online are a reliable
means of generating interest in a market
ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Specialized Travel Companies
• On-Line Travel Companies sell individual travel
  services or complete packages on their website.
  They generally contract products and services
  directly from the Supplier or Tour Operator. Will
  generally receive payment in the form of a
  commission from the supplier.

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Specialized Travel Companies
• On-Line Travel Companies
• Destination Management Companies are companies
  that arrange ground services and events for
  business groups and conferences. They generally
  only service the region in which they are located.

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Specialized Travel Companies
• On-Line Travel Companies
• Destination Management Companies
• General Sales Agent (GSA) is an appointed sales
  representative of a company or tourism
  organization, usually located in an international
  market.

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
The Players in the Sales Process

• Specialized Travel Companies
• On-Line Travel Companies
• Destination Management Companies
• General Sales Agent (GSA)
• Consolidators are companies that buy large
  volumes of travel services (usually airline
  tickets) in order to secure a preferred rate and
  override commissions.

ABCs of International Inbound Tourism,
Kootenay Rockies Tourism Region
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Cariboo Chilcotin Coast Tourism Association
How it All Fits Together the Mechanics
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Cariboo Chilcotin Coast Tourism Association
How it All Fits Together the Mechanics
Commissions a percentage of the booking paid by
the supplier (usually to Travel Agents) Net
Rates an established rate for individual or
packaged products and services made available to
Tour Operators, typically 15 to 35 less than
retail or rack
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Cariboo Chilcotin Coast Tourism Association
Making it Work for You
Must Be Export Ready check Tourism BCs Export
Ready Criteria
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Cariboo Chilcotin Coast Tourism Association
Making it Work for You
Must Be Export Ready Net Rates develop at a
variety of price points to meet the needs of TOs
versus RTOs
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Cariboo Chilcotin Coast Tourism Association
Making it Work for You
Must Be Export Ready Net Rates Develop a
Marketing Plan identify and communicate with
appropriate members of the travel trade (those
that compliment your product). Trade shows such
as Canadas West Marketplace and Rendezvous
Canada are excellent for establishing a presence
in the marketplace.
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Cariboo Chilcotin Coast Tourism Association
Making it Work for You
Work with your RDMO! CCCTA has a database of Tour
Operators and key industry professionals. CCCTA
annually attends a variety of Trade Shows in
targeted markets. CCCTA communicates with the
Travel Trade throughout the year your new
product/service is NEWS! Tell us about it.
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Cariboo Chilcotin Coast Tourism Association
Making it Work for You
Work with your RDMO! CCCTA collects industry
facts and keeps abreast of market
developments CCCTA develops and coordinates FAM
trips to the region CCCTA is partners with
Tourism BC and Canadian Tourism Commissions
travel trade departments
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Cariboo Chilcotin Coast Tourism Association
Lead-in to The Big Picture Tourism BC and CTC

• Tourism BC divides International Marketing into
• North America / Mexico
• Asia
• Europe and South Pacific (Australia, New Zealand)
• CTC divides International Marketing into
• North America
• Asia / Pacific
• Europe / Latin America

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Cariboo Chilcotin Coast Tourism Association
THE END!
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Cariboo Chilcotin Coast Tourism Association
THE CARIBOO CHILCOTIN COAST DELIVERSAdventure
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
THE CARIBOO CHILCOTIN COAST DELIVERSAdventure
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
THE CARIBOO CHILCOTIN COAST DELIVERSAdventure
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
THE CARIBOO CHILCOTIN COAST DELIVERSAdventure
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
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Cariboo Chilcotin Coast Tourism Association
2007 Visitor Centres Visitor Parties
THE CARIBOO CHILCOTIN COAST DELIVERSAdventure
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