Working with international travel sellers can be challenging.
Different cultures often have different ways of conducting
business. As well as getting to know a new country, new language
and new distribution channels, you will need to be mindful of the
social protocols and business norms.
If you are serious about doing business in a new market it can
be a good idea to employ someone who is familiar with the culture
and language. This is particularly important in countries like
China and Japan, where social and business norms are quite
different and language can be a barrier.
In most markets, it's important to have regular face-to-face
contact with the travel sellers with whom you are doing business.
If you are working through an inbound tour operator, this is not so
important, but if you plan to go direct to wholesalers and/or
agents, you will need to plan regular sales visits to the
market.
In order to make the most of these visits to market, be aware of
business protocol and practices. For information specific to each
country, see 'Working in Market' within each of our Markets on
this website.
The following tips are useful to remember when conducting
business in any international market:
- Avoid discussing political issues or religion
- Do not touch anyone's head, as it is considered a sacred part
of the body in some countries
- Do not be overly aggressive promoting your business; many
cultures do not favour such behaviour
- While many travel seller managers speak more than one language,
there are also a large number that do not speak English well. If
you can, travel with someone who speaks the language and can
interpret for you, and remember to speak slowly and clearly, using
plain language and avoiding slang
- In many Asian countries, relationships are key. Regular contact
with your travel seller contacts is vital - and not just in the
boardroom. Expect to do business over lunch, dinner, drinks and
late into the night
- Always have a clear pricing structure and policy. In some
countries, it is acceptable to bargain to get a better price. So,
in this situation, you shouldn't give out your best rate first.
This will allow you some room to negotiate.
Planning market visits
To make your market trip easier and more successful, there are a
few things you can do both before heading away and after you get
there.
Before leaving New Zealand:
- Make sure you pre-book your appointments and that you see the
right person; ensure you meet with someone who has the power
to make decisions
- Contact Tourism
New Zealand's regional office to get the latest list of travel
seller contacts in this market, and set up a time to come in and
see us when you arrive
- Avoid visits during statutory holidays
- Make sure you understand the distribution system, commission
structures and any specific brochure or language requirements
- Make sure your product fits the needs of the travel sellers
you're visiting - don't visit a luxury travel seller if you only
have backpacker products on offer!
During your visit:
- Allow enough travel time between appointments
- Your product is important, but you should also promote New
Zealand and your region. Not everyone you meet with will have a
clear idea of what New Zealand or your region has to offer
- Don't forget to talk to the frontline staff - most will not
have been to New Zealand and will enjoy the chance to learn more
about the visitor experience we offer
- Make sure you take your latest brochure, business cards and
other marketing materials with you to all appointments
- Be aware of any language barriers you're likely to
encounter
- Offering a small gift is always a positive way to finish a
meeting
Remember:
- Have realistic expectations
- Relationships are built over time
- Be innovative - the travel trade are generally more receptive
when operators have something different to offer, whether through
their product or a different approach to the sales call. What can
you do to bring a New Zealand flavour to the meeting and make it
more memorable?
Want to know more?
Check out the Markets and Stats section of this
website or contact
Tourism New Zealand's regional offices for further advice on
working within a specific international market.