2011 Supplier-Travel Agent Relationship Marketing Report 

A strong relationship between suppliers and travel agencies is imperative if both sides want to increase sales. This report found that agencies that engage in a preferred supplier relationship often do so based on the supplier’s reputation and quality of their product. Satisfying their client base is the most important goal for a travel agency. Therefore, suppliers that provide communication, education, and quality products have a greater chance of increasing their business opportunities with travel agencies.

This report provides five-year trends of booking patterns and supplier relationships. The study looks closely at why agencies chose preferred suppliers, what distribution channels agents use when booking, which incentives are preferred, and how agencies prefer to receive information about products.