2012 Supplier-Travel Agent Relationship Marketing Report

The Supplier–Travel Agent Relationship Marketing Reports assists travel agencies and suppliers in understanding and benchmarking typical agency-supplier business arrangements and preferred booking methods.

Additional Information

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.

A recurring theme in the survey results is the desire of agencies to acquire useful information about products. In most cases, information is needed to determine the quality of the product as well as to help the agent sell the product to the client. Suppliers that provide the needed information in the best formats have an advantage.

Changes in booking methods by segments shows a movement to booking on supplier website, especially for segments where GDS booking is weak. Suppliers should be aware of these shifts and make sure popular booking methods are convenient for agents.

This 43-page report 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.

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.

A recurring theme in the survey results is the desire of agencies to acquire useful information about products. In most cases, information is needed to determine the quality of the product as well as to help the agent sell the product to the client. Suppliers that provide the needed information in the best formats have an advantage.

Changes in booking methods by segments shows a movement to booking on supplier website, especially for segments where GDS booking is weak. Suppliers should be aware of these shifts and make sure popular booking methods are convenient for agents.

This 43-page report 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.