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MARKETING

Wholesaling

Wholesalers are the vital link between the originating manufacturers and businesses at the point of sale. Wholesalers package tour programs including travel, accommodation, and tours that are sold to the public via retail travel agents. Wholesalers do not sell directly to customers.

Wholesalers link individual tourism operators with retailers. They consider what type of tour program would appeal to a particular market and package the program accordingly. They offer goods in large quantities at a trade price to those who are seeking to resell the products for retail purposes rather than personal use.

Wholesalers - what is their commitment to your product?
  • Product development
    - sourcing
    - negotiating special rates from participating products and services
    - creating packages
  • Producing a brochure which is the major sales tool for travel agents to use and recommend your business
  • Distribution of brochure to consumers through travel agents
  • Advertising to visitors and travel agents
  • Travel agents training on products and services offered
  • At point of sale (e.g. travel agency), in-store merchandising, and window displays
  • Invoice/collect participation fees.

Retail travel agents sell travel services direct to customers and act on their behalf to book and purchase holiday packages, travel, accommodation, tours and so on.

Wholesalers package tour programs including travel, accommodation, and tours that are sold to the public via retail travel agents. Wholesalers do not sell directly to customers.

Inbound tour operators act on behalf of national and international tour wholesalers to organise the ‘land/ground’ content of a tour program. Inbound tour operators act as intermediaries between wholesalers and tourism operators. They are usually able to negotiate better rates due to the volume and regular use of the tourism products they book.


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