Why Tour Operators Give the Facility a Market
The new facility doesn't have a large base of regular guests, it doesn't have a long-term visibility, and not all tourists know why they should go there.
Tour operators already have a market:
- clientele
- agency
- manager
- webpage
- mailing
- partner channels
- Sales experience and audience trust
Connecting tour operators allows you to quickly enter the tourist market and get the volume that the object will not immediately be able to create itself.
Why agencies influence customer choice
Many tourists, especially on a challenging trip, consult with an agency, and an agent helps them choose a direction, explains the road, compares objects, tells them what they are on the program, answers doubts, and helps them make a decision.
For Altai, this is especially important, because not every tourist understands logistics, seasonality, glamping format, medical programs, transfers and routes.
The agent turns a complex product into a clear purchase.
Why does an agent sell something that is profitable and understandable to him?
A travel agency is a commercial seller, and it's more active in selling a product that gives you a normal commission, is quickly confirmed, has clear materials, and doesn't cause problems after you arrive.
If the product is poorly described, there are no photos, no program, no tariffs, no quick answers, the agent will not waste time on it.
If the commission is weak, the agent is likely to suggest another object.
Why it is important for the buyer of the unit
The buyer should explain:
- if the object wants to load
- It should be interesting not only for tourists.
- but also
The tour operator and the agency network must be motivated, and it's directly related to the unit owner's income, and if the sellers are actively offering the object, the chances of downloading it are higher, and if the sellers are not motivated, the object loses to the competition.
Channel commissions are not just an expense; they're the price of access to the customer.
What to give to tour operators
Tour operators need more than beautiful photos: they need programs, fares, net prices, retail prices, commissions, quotas, cancellation conditions, accommodation description, meals, transfers, routes, medical restrictions, video, FAQ, manager contact and quick confirmations.
The tour operator network only works with packaged products, and if the product is not prepared, it will not be actively sold.
Why a trip should be a program
It is easier for a tour operator to sell not a “number for 7 nights”, but “7 days of recovery in the Altai”, “anti-stress program”, “wellness week”, “family vacation with routes”, “corporate retreat” or “medical support and accommodation”.
The program makes sense. The tourist knows what he's buying. It's easier for the agent to explain the price. It's easier for the tour operator to promote the product.
A unit in such a program becomes a placement within a stronger scenario.
Why a tour operator should not manage the facility
It's important not to confuse functions. The tour operator sells the product. The management company manages the facility.
The tour operator must not interfere with service standards, tariff policy, business part, owner reporting and unit management.
The manager must explain to the buyer: the object is not transferred to the tour operator, the tour operator helps to attract guests, and control remains with the management company.
The question is why are there so many intermediaries?
The buyer might ask, "Why so many middlemen? Can't you sell directly?"
Strong answer:
"Direct sales are necessary because they give more margins, but a direct channel is not enough to load a lot, tour operators and agencies give you volume, regional reach and customers that the facility might not get, so the right model combines direct sales and affiliate network."
Responding to the question of reduced income due to tour operators
The buyer says, “I don’t want my income to be reduced by tour operators.”
Strong answer:
"The tour operator's commission is the fee for the guest that this channel brought in. If the guest came directly, the fee is lower. If through the tour operator, the commission is higher, but without this channel, there would be no booking. An empty unit does not generate income. The task of the Criminal Code is to balance the channels so that the final net income is stronger."
Practical conclusion
Tour operators and agencies are important because they give the facility a market, and they don't replace the management company, they expand the download channels.
The manager should explain to the buyer:
- Affiliate network is not a threat to income
- a tool for attracting guests
- If the price and commission are calculated correctly