What are the sales channel strategies of travel agencies?

The sales channel of travel agencies refers to the way that travel agencies deliver products to the final consumers. Any travel agency hopes to expand its sales channels as much as possible with sufficient production capacity. What are the sales channel strategies of travel agencies?

Travel agency sales channel strategy Travel agency sales channel strategy 1: extensive sales channel strategy

Widespread sales channel strategy refers to a strategy to attract customers by widely entrusting retailers or selling products through local travel agencies and related enterprises. Its advantage is to choose a wide range of channels to promote products, which is convenient for tourists to buy, at the same time, it is convenient for travel agencies to contact tourists and potential tourists, and it is also conducive to finding ideal middlemen in the process of extensive sales. The disadvantage is that sales are too scattered, management is difficult, and the corresponding cost is high.

Travel agency sales channel strategy 2: selective sales channel strategy

Selective sales channel strategy refers to the strategy of selecting only a few middlemen in a certain market. Often through extensive sales channel strategy, several companies that are conducive to product promotion are selected from the majority of middlemen as future product sales channels. The advantage is that the purpose is clear and the focus is concentrated, which can reduce the sales cost. The disadvantage is that once the middleman is improperly selected, it may affect the product sales in the relevant market.

Travel agency sales channel strategy 3: exclusive sales channel strategy

Franchise sales channel strategy refers to the sales strategy of selecting only one middleman in a certain period and region. At this time, middlemen, as the general agent of travel agencies, generally cannot sell the products of other competitors at the same time. The advantages are that it can improve the enthusiasm and marketing efficiency of middlemen, the contact between travel agencies and middlemen is single, the cost can be reduced, and the interests of producers and sellers are close, which is conducive to cooperation. The disadvantage is that if the middleman makes a mistake, he may lose part of the market in this area, and if the middleman chooses improperly, he may lose the market completely.

The role of travel agency sales channels Generally speaking, travel agency sales channels have two main functions: on the one hand, they can expand the number of sales points far away from the producers and delivery places of tourism products; On the other hand, the purchase of tourism products can be realized before production. As a channel for travel agency products to be transferred from producers to consumers, sales channels have overcome the main obstacles such as time, place and ownership, and separated products from consumers. Specifically, members in the sales channel have the following main functions.

(1) Establish economic ties between producers of tourism products (travel agencies) and tourism consumers through the sales channels of travel agencies, so that tourism products produced by travel agencies can continuously enter the consumption field of the tourism market through the sales channels. Thus, the value of tourism products produced by travel agencies can be realized, reproduction can be carried out smoothly, and tourism consumers can also meet their own consumption needs.

(2) Through the channel members in the sales channels of travel agencies, investigate and study the demand changes of tourism consumers in the market, make market forecasts, and timely feed back the changes of consumer demand to travel agencies with product production functions, so as to urge these travel agencies to adjust the tourism product structure according to market demand, continuously introduce new products and continuously supply best-selling products.

③ Adjust the contradiction between travel agencies and tourism consumers in the category and grade of tourism products through the sales channels of travel agencies. Due to the specialization of production, the types and grades of tourism products produced by travel agencies are very limited. However, consumers have complete requirements for the grades, varieties and specifications of tourism products, and this requirement is more intense with the improvement of consumption level and purchase selectivity. The particularity of different types of tourism consumers' needs has also been greatly enhanced. After purchasing tourism products, the middlemen in the sales channels of travel agencies divide tourism products into different grades, and allocate and classify the specifications and grades of tourism products. Some tourism products need to be regrouped, packaged and publicized to meet the needs of consumers in different regions and with different requirements.

Selection of product sales channels for travel agencies 1. Select direct sales channels and indirect sales channels.

Nowadays, the tourism market in China, whether it is the international market or the domestic market, has changed from the seller's market to the buyer's market, which leads to the profits of middlemen far exceeding those of travel agencies selling tourism products. In other words, the profit of travel agencies is higher than that of local agencies, and the profit generated by travel agency products sold through direct sales channels is much higher than that obtained through indirect sales. Sometimes the profit of direct selling can be 2? Four times. In the international tourism market, although there are several large travel agencies such as China Travel Agency, China Youth Travel Agency and China International Travel Agency.

Local international travel agencies have set up direct sales agencies in a few countries or regions such as the United States, Germany, France, Japan and Hong Kong. However, due to too few outlets and unfamiliar national conditions, direct sales tour groups account for a small proportion of inbound tour groups. For international travel agencies that don't have the financial resources to set up overseas travel sales agencies, overseas direct sales can only be out of reach.

In the domestic tourism market, middlemen, as intermediaries, often unite to protect their vested interests and try their best to adopt exclusive group monopoly measures for local outbound tourists. Local tourism administrative organs often organize local protection policies. Intermediaries in some cities will take retaliatory measures to ban and punish foreign travel agencies that do not have local travel agencies to directly organize off-site tours and cut off all business contacts. This forces many travel agencies not to easily carry out group direct sales in other places.

The choice of direct sales channels and indirect sales channels should be based on indirect sales channels. Direct selling channels can only be selected under the premise of ensuring compliance with local tourism administrative regulations and not causing important retaliation and punishment. Of course, in view of the considerable profits of direct sales, if possible, direct sales channels should not be abandoned, but should be carefully opened as much as possible.

2. Choice of middlemen

Because of the different types of middlemen, the middlemen of travel agencies are different in target market, business scale, marketing strength, solvency and reputation, willingness to cooperate, etc., so travel agencies should first conduct a detailed investigation and analysis of middlemen, so as to achieve? Know what you're doing? . When the time is ripe, we will clearly show our willingness to cooperate to the middlemen. Travel agencies should choose middlemen from the following aspects:

(1) Geographical location

The choice of middlemen should first look at the geographical location. Even in the same country, due to the differences in wealth, tourism thinking habits, openness, distance from tourist destinations and other factors, the source market of outbound tourism will vary greatly. The choice of middlemen should be made in the main tourist destinations of major tourist countries. For example, 50% of Americans travel abroad in six states: California, new york, New Jersey, Florida, Texas and Illinois. Therefore, the American middlemen we choose must also be targeted at these six States, and the geographical location should be in these areas.

(2) Willingness to cooperate

The cooperative relationship between travel agencies and middlemen should be mutually beneficial. Because while travel agencies choose middlemen, middlemen are also choosing travel agencies. This is a process of mutual choice. Therefore, when choosing middlemen, travel agencies must have the sincerity of cooperation, especially acting as agents for many middlemen similar to travel suppliers. Otherwise, it will be a problem whether we can actively promote the products.

(3) Group ability

Affected by scale, manpower, publicity funds, experience, relationships and other factors. Different travel agencies may have great differences in group organizing ability. Some travel agencies can send several tour groups, a series of tour groups to the same tourist destination on holidays, and even send special travel trains and chartered flight alone or jointly with other travel agencies. However, some travel agencies have zero annual business volume. Therefore, when choosing middlemen, we must investigate and understand each other's group ability and queue up for comparison.

(4) Reputation and solvency

Because travel agencies engaged in retail booking business generally do not have debt repayment problems, this evaluation is mainly aimed at operators. Intermediaries should have a good reputation and strong solvency. Paying attention to reputation is the guarantee that the interests of travel agencies are not infringed, while the solvency of middlemen is the economic guarantee for cooperation between the two sides. Information about the reputation and solvency of intermediaries can generally be obtained from relevant banking institutions through special investigations.

(5) the number of middlemen

Too many middlemen will waste sales expenses, at the same time, the increase of transaction times will also increase the cost of products, and among middlemen, problems will also occur. Porridge less monk more? And affect the enthusiasm of promotion; Too few middlemen may form monopoly sales. In terms of scale, middlemen are large in scale and organized in groups, which is easy to form monopoly sales, often making our enterprises subject to middlemen. However, their small scale and weak strength are not conducive to the promotion of our products, so we should consider their quantity and scale reasonably.

(6) Dependence

The business scope of middlemen is different, and their dependence on China's travel agencies is also very different. Some foreign middlemen specialize in China's tourism business, and they are quite dependent on China's travel agencies, such as Britain's promotion travel agency, Japan's Japan-China travel agency and Japan-China Peace Travel Company, all of which operate China's tourism business. However, some middlemen deal in the tourism products of many countries and travel agencies at the same time, and they are less dependent on a certain travel agency. Our travel agency should also consider this dependence, because it is directly related to the efforts of middlemen.

In a word, choosing middlemen is an important task for travel agencies to develop sales channels. It needs not only a strategic vision, but also a pragmatic spirit. Knowing ourselves and knowing ourselves, we can get an ideal travel middleman and establish an efficient sales channel.

3. The choice of intermediary individuals

Although the sales intermediaries of travel agencies are the absolute main force, we should pay enough attention to the intermediary individuals who have the ability to organize groups directly or indirectly, establish contact files and strengthen the daily public relations of key targets. Tourism intermediary individuals are divided into two categories, one is? Wild horse? Intermediary (i.e. undocumented); The other is the relatives and friends of the group managers of travel agencies in different places, or the decision makers of large companies and units or people who have great influence on them.

Travel agencies should put national interests first, so, despite some? Wild horse? Intermediary energy is still very large, and travel agencies must not trade with it. For the second kind of intermediary individuals, travel agencies should strengthen public relations, because sometimes they can sell our tourism products to travel agencies in different places, to large companies and units, and even occasionally sell us to receive a meeting, which will bring considerable profits. However, the role of such individuals should be strictly limited to the intermediary role of matchmaking. The sales target and contract signing must be a travel agency in different places or a company or unit that buys our products, otherwise it will be? Wild horse? Deal.

Travel agency sales channel type 1. Direct selling channels.

This is a way for travel agencies to sell products directly to tourists, which is also called zero-level channel, that is, there is no intermediate link between travel agencies and consumers. There are generally two forms of direct sales channels: one is a travel agency that sells products through direct sales channels, and usually sells products directly to local potential tourists in its location; Second, travel agencies set up branches or sales points in major tourist destinations, and sell travel products of travel agencies to local residents through these branches or sales points.

Direct selling channel is a combination of production and marketing, and its advantages are mainly manifested in simplicity, timeliness, flexibility, high added value and high profit. The shortage is mainly due to the narrow coverage, which is only suitable for local or other major tourists and has relatively little impact.

2. Indirect sales channels

Indirect sales channel refers to the way that travel agencies sell products to tourists by organizing travel agents. In practice, indirect sales channels mainly include two forms: selling products to tourists through travel retailers or agents and selling products to tourists through travel wholesalers or operators. The advantages of indirect sales channels are strong pertinence, wide coverage and large sales volume, while the disadvantages are mainly high sales cost.

Travel agency product sales channel case Changsha China International Travel Service Co., Ltd. (hereinafter referred to as Changsha? International travel agency? ) Based on Changsha, looking around the world, paying attention to quality, optimizing products, actively expanding sales channels, and fully implementing brand strategy, it has received good economic and social benefits and entered the top 100 international travel agencies in China.

Changsha? International travel agency? Attach importance to the development, design, packaging and promotion of tourism products, and introduce them at home and abroad successively? A trip to the hometown of great men? 、? Where the red sun rises? 、? Wonders of Fairy Mountain? A trip to Zhangjiajie? And other products, in Southeast Asia, Japan, South Korea and China, Hong Kong and Taiwan markets have achieved fruitful results. Changsha? International travel agency? It has sent business backbones to Japan, South Korea, Singapore, Malaysia, Thailand, Indonesia, China, Hongkong and Taiwan Province Province of China to promote products, so that these countries and regions can know and be familiar with Hunan and introduce Hunan's tourism products continuously. With the continuous improvement of Hunan's tourism environment and the further improvement of its popularity, Changsha? International travel agency? Focus on the European and American markets and give corresponding support in terms of talent introduction and capital investment. In view of the strong participation, adventurous spirit and professionalism of European and American tourists, Changsha? International travel agency? According to Changsha's geographical position and historical role, highlighting the characteristics of its historical and cultural city, the particularity of Huxiang economic center and the unique natural characteristics of Zhangjiajie, timely adopting new technology to make Zhangjiajie scenery VCD, using the Internet to release tourism information at the first time and introduce the characteristics of Hunan tourism products, has achieved results in recent years.

Changsha? International travel agency? We have established our own business, sales and reception networks throughout the country, and fully implemented standardized management. The general manager and department manager are certified to work in the enterprise, and the tour guide is certified to work.

Efficient and pragmatic management mechanism has been affirmed by provincial and municipal tourism bureaus and won many awards? Advanced unit? 、? Best travel agency? And other honorary titles.

Changsha? International travel agency? Take tourism as the leading industry and build Changsha with China Southern Airlines? International travel agency? The air ticket operation department has realized the cross-industry strong alliance between travel agencies and transportation departments. Big tourism, big industry, big market? I have done enough articles in the world and formed a loose consortium with more than 30 hotels, car companies and scenic spot management agencies in Changsha, which greatly improved my competitiveness.

Changsha? International travel agency? Actively guide citizens to consume correctly and launch? Happy holidays? Brand, design and development? Love me for a hundred years? A series of tourism products are put on the market. For the young tourist market, launch? Today, peaches and plums are fragrant, tomorrow, the pillars of the motherland, take the revolutionary line, and achieve tomorrow's masters? Our summer camp activities have achieved good social and economic benefits.

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