TRADE SUCCESSES: CLOSING THE SALEGreg Klassen, Senior Vice President, CTC
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Understanding the Consumer’s Journey to CanadaAre we spending our
marketing/sales money in all the right places?
TO
CONVERSION
But, WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
BrandCanada
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TOURISM’S MODEL: OLD THEORY
AWARE OF BRAND
ON FUTURE GENERAL LIST
ON SERIOUS CONSIDERATION LIST
PLANNING A PURCHASE
BUY
FOUR KEY STAGES
EXPLORING CANADA
ADVOCACY
CONSIDERATION EVALUATION
PURCHASEADVOCACY
ENGAGING TRADE AS A CHANNEL
76% of all purchase decisions are made
in-store
POPAI 2012 Study(Global Association for
Retail Marketing)
Communications at Point Of Sale have a huge influence on
consumers and often overturn original
brand choice
Travel is no different
Canada has very high awareness and
consideration but when it comes to purchase stage,
we are vulnerable with 41% of consumers considering alternative destinations
Source: Insignia Research - Path-to-Purchase Study 2010
• Retail plays a huge role at point of purchase but also in evaluation and planning.
• Tour operators and online booking channels help consumers research prices, stimulate travel ideas, explore trip feasibility and get feedback from other travellers.
• Canada’s role here is to keep the conversation on Canada and not alternate destinations.
• Product and destination knowledge outranks price as to reasons why clients book their travel through a travel agent rather than online travel agencies or directly though the supplier
Source: Ensemble Travel Group Survey 2012
“Clients of travel agents book more trips, travel longer, and
spend more money.”
Source: Ensemble Travel Group Survey 2012
• In 2010, 28% of online bookers were interested in using a travel agent for their next trip, a 5% increase from 2008
• Simultaneously, the 53% of leisure travellers that used the Web to book their vacations in 2007 dropped to 46% in 2009
Source: Forrester Research 2010
Travel trade100+ key accounts
Almost 12,000 CSP agents actively selling Canada
Partnered shows and events
RVC generated
nearly $350M in
contracts in 2012
SNAPSHOT: TRAVEL TRAVE EVENTS
Partnered programs
Co-location
KEY ACCOUNT MANAGEMENT
Selection Criteria:
• Ability to influence key accounts product/promotions• Product contracts—direct or through receptives• Growth Potential• Collateral and catalogues reflect Canada Brand/EQ• Consideration of SEC program• Leverage CTC marketing, logo, web linkages• Total Volumes to Canada/Percent of overall business
to Canada
KEY ACCOUNT MANAGEMENT
Selection Criteria:• Embrace CSP • Partner Marketing ratio on
investment• Brochure pages assigned to
Canada• Alignment of Canada priorities• Track and reporting results
Top 5 are A accounts, others B and CTotal Key Accounts: 200+
Canada’s largest FAM ever!
CANADIAN SIGNATURE EXPERIENCES EVENTS AROUND THE WORLD
Canada Shared, Canada Squared Event
30+ Canadian Signature Experiences Collection introduced to the trade in London
Small roundtables with CSE’s and trade
Speed dating sessions with UK tour operators, media and CSP’s
Receptive Tour Operator Partnerships
AMBASSADOR CANADA2011 Workshop Session @ Sonora Resort
2012 Workshop Session @ CMH Bugaboo Lodge
RENDEZ-VOUS CANADA
THANK YOU
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