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Seminar 1 - Taking England to the World

Sarah Berryman William Smart

Marketing Consultant Programme Manager

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Taking England to the World

• Rationale

• Who is it for?

• Meet the intermediaries

• The international marketplace

• Guide overview

• Pre-checklist

• Inbound travellers

• The distribution landscape

• Industry relationships

• Content

• Drawing it all together – the export plan

• Final checklist

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Rationale

• First deliverable from the new Trade Education Programme – currently in

development

• Provides small and medium-sized tourism businesses with practical and

commercial information building their expertise on becoming International

Ready to build an export plan

• Addresses the disconnect between the wealth of tourism product and getting

these products to international markets

• Tackles barriers to entry where lack of information exists

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Trade Education Programme – key pillars

Market Entry

• Determine where the

business is in terms of

export ready

• Types of traveller

• Understanding of markets

• Cultural influence

• Market insights

• Tourism distribution

• Pricing and selling

• B2B / B2C

• Sales calls and materials

Trade Ready

• Commission structures

• Contracting and negotiating

• Tradeshow planning

• Focus USPs

• Pitch preparation and

pitching

• Health & safety

considerations when

contracting with tour

operators (i.e. facility

service, food hygiene,

insurances)

Start Trading

• Product pitching

• B2B meetings

• Meet international

managers

• Ongoing B2B

engagement

• International wholesaler

engagement

• Relationship

management

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Who is it for?

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Meet the intermediaries

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Meet the intermediaries

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Meet the intermediaries

• Quality products /

experiences

• Commissionable or

net rates

• Understanding of

cultural needs

• Clear online/offline

collateral

• Availability

• Booking processes

in place

“Bookable product”

• Reliability and

efficiency

• Easy

communication• High levels of

customer service

• Consistent pricing

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International considerations

• Language

• Business culture

• Spending habits

• Cultural norms and

expectations

• Time difference

• Travel habits

• Booking habits

• Holidays and festivals

• Media

consumption

• Credit card usage

• Visa requirements

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Guide overview

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Pre-checklist

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Types of inbound travellers

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Inbound travellers

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The travel distribution landscape

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The travel distribution landscape

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The travel distribution landscape

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The travel distribution landscape

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Industry relationships

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Content

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Drawing it all together – the export plan

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Final checklist

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