Travel sellers put destinations and products on the shelf and
into the hands of consumers. Whether that 'shelf' is the website of
an online travel seller or a brochure stand at the local travel
agents, travel sellers make it possible for consumers to book and
buy holidays. Tourism New Zealand's trade marketing activity aims
to make this 'channel' work in New Zealand's favour.
Who are the trade?
The international travel trade is made up of a range of
different individuals and organisations that sell travel. These can
include High Street travel retailers or smaller independent travel
agents, travel wholesalers who on-sell to retailers, inbound tour
operators who package products for travel sellers, cruise lines,
online travel sellers and airlines that operate their own travel
branches (such as Singapore Airlines Holidays).
Passion and purpose
We want international travel sellers to love New Zealand as much
as we do and to be capable of selling New Zealand experiences
well.
Tourism New Zealand works with travel sellers from across all of
our offshore markets to ensure they have a good understanding of
New Zealand, that they offer the products our target market wants
to buy and that they are passionate about what we offer as a
destination.
We do this in a number of ways:
- By involving travel seller partners in our consumer marketing
campaigns and assisting them with promoting New Zealand
- By building travel sellers' and product planners' knowledge of
New Zealand regions and products
- By training frontline sellers to help them increase their New
Zealand sales
Along with the work that Tourism New Zealand's trade team
undertakes with individual companies, we also run a number of
training and networking events each year in which New Zealand
regions and operators can participate. These include workshops on
New Zealand's regions and tourism offering as well as events
designed to help New Zealand operators and offshore travel trade
make connections and generate business opportunities. Trade
missions are designed to showcase specific types of products to
travel sellers and inspire them to sell New Zealand.
Tourism New Zealand also runs online 'webinar' training in
several key markets, face-to-face training seminars and hosts a
number of travel seller familiarisation
visits each year. For those who we aren't able to host, we offer
the Explore New
Zealand discount programme, which encourages travel sellers and
visiting media to do more on self-funded famils.
Our travel trade website - www.traveltrade.newzealand.com - is a valuable
resource for travel sellers with a huge range of information about
New Zealand, an interactive database of tourism products, maps and
transport information, news, commentary and online training
modules. New Zealand operators can list for
free on this website, exposing their products to the thousands
of travel sellers who use the site every month.
Two for the price of one
In markets including the UK, US, Australia, China and Germany,
Tourism New Zealand works with the travel trade to help them
support our consumer-facing marketing activity. The travel trade
can boost visibility of our campaign work through their own
marketing and support it by offering the kinds of products we are
promising consumers.
In other markets, Tourism New Zealand's offshore teams work with
key travel trade partners to develop joint promotions and campaigns
that support 100% Pure New Zealand, helping increase travel
sellers' sales and boost visitor numbers to New Zealand.
Want to know more?
If you are interested in getting involved in our trade events or familiarisation programme, check
out the Marketing Toolbox section of this
website.
There are a number of checks operators need to make to ensure
they are ready to take their businesses offshore, but once you're
ready to go, there are a several ways you can get involved in our
work with offshore travel sellers.
To talk to us about our work in specific markets, contact our
offshore offices.
Are you listed on www.traveltrade.newzealand.com?
Thousands of international travel agents and product planners
visit our travel trade website every month in search of new,
export-ready tourism products. It's free to list your business
online and it's as easy as clicking the 'Trade Information' link
when you register your business at http://www.register.newzealand.com.