Working with the Travel Trade
Visit West helps DMCs, wholesalers, ground handlers, tour operators, travel agents and transport companies promote Bath, Bristol and the surrounding region, whether selling direct to consumers or B2B.
Bath and Bristol continue to exceed expectations as destinations for days out or short breaks, as well as offering a convenient stop over between London and South Wales or the South West. The cities also act as the perfect base from which to explore the wider region, making them an attractive proposition for the travel trade and their international customers. The region is easily accessible for international visitors via Bristol Airport or the national rail and motorway networks.
Visit West have many years of experience working with the travel trade and forging relationships with key buyers in the industry. We match local businesses with enquiries and relevant contacts as well as proactively promoting the destinations and local product via numerous travel trade events and activity.
We also target the domestic groups market via relationships with industry buyers and media.
We have a dedicated travel trade website for Bath & Bristol and members can have dedicated trade-focused descriptions on this channel (subject to membership level).
Visit West has experienced staff who have been working with the travel trade and forging relationships with key operators to attract groups and independent visitors to our region for many years.
We would encourage all member businesses who wish to attract international visitors and domestic groups to work in this sphere. We can help your business become ‘travel trade ready’ by working with you to understand some of the key points to consider when entering this market:
We can advise on current trends and pass on ‘warm’ sales leads. We also host familiarisation trips throughout the year, often as part of a travel trade event, where you are able to showcase your business directly to buyers.
A note on lead times: Working with the travel trade can be a long-lead project, as parts of the industry work on an 18-month to two-year lead time from initial conversations to inclusion in itineraries and then welcoming visitors. We can help you learn more about the travel trade sector, make the most of missions, exhibitions and events, and give tips on hosting familiarisation trips (often called 'educationals'), as well as introducing buyers to your products.
The travel trade events calendar is usually busiest in autumn and in the first few months of the calendar year. Events are crucial to be able to forge the relationships on which this industry thrives. Visit West attend many events throughout the year, promoting the whole region.
Events are usually hosted by industry bodies such as VisitBritain, UKinbound and ETOA and can be sales missions, networking events, exhibitions or pre-scheduled one-to-one meetings. There are also several shows enabling businesses to meet and interact with domestic group organisers, usually put on by specialist industry publishers..
Visit West reviews its event attendance annually to ensure best-fit for target markets and best value for the region's businesses.
Events Visit West regularly attends:
- Britain & Ireland Marketplace (BIM) - annual ETOA event with a full day of scheduled one-to-one meetings with international buyers.
- ITB Berlin - the world's biggest travel trade event, held each March in Berlin. Major focus on buyers from the German-speaking markets.
- World Travel Market (WTM) - large annual event at ExCel London each November, attracting buyers from around the globe. The UK presence is usually managed by UKinbound.
Additional events include:
- VisitBritain - the national tourist board run many events throughout the year enabling destinations and individual businesses to meet with international buyers. These events are often sales missions held in-market, such as North America, China, Nordics, France, and Spain.
- UKinbound – annual convention, including B2B workshop, regular member meetings, showcases and educational seminars.
- ETOA – Britain and Ireland Marketplace (BIM), Shoulder & Off-Peak (SHOP), Global European Marketplace (GEM), China European Marketplace (CEN) and others.
- England’s Great West Way Marketplace event, usually held in late autumn.
From familiarisation trips and industry events to the latest market insights, here's what's been happening in the world of travel trade and what it means for your business.
As a Visit West Silver (or above) member, there are numerous opportunities throughout the year to market your product or service to the Travel Trade.
Here is what to expect:
