module 1 sales models & target markets
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Lesson 1: Sales Models & Target Markets
How does a traveler arrive in Chocó?
They go through a process… that looks like a funnel
Dreaming
Deciding
Planning
Booking
Experiencing
The traveler buying cycle
Dreaming: “I want to go on vacation someplace with a beach.”
Deciding: “Chocó looks amazing!” Planning: “I want to go for two weeks
and while I’m there I want to go hiking” Booking: “I’ll book a tour with
Palenque Tours” Experiencing: “I’m having a great
time!”
How does Juan-Tourist find you?
Two sales models:
Direct: Juan contacts you about buying your product
Indirect: Juan contacts someone else who then buys your product for Juan
Direct Sale
FIT Travel
Planning
Tourism Busines
s
Direct Sales to FIT In Chocó, it is
difficult to sell directly to the FIT
However, some travelers will spend a lot of time researching online
They are more adventurous and willing to explore
The FIT Like the freedom of
planning their own trip
Rely heavily on word of mouth, the internet, and social media when planning a trip
May arrange some core components prior to traveling
How do FITs find you?
Word of mouthInternetBrochuresSigns/ Posters
What if Juan-Traveler is not so adventurous?
Indirect Sale
Outbound Tour
Operator
Inbound Tour
Operator
Tourism Business
You!
Customer
Step 1: Outbound Tour Operator
After Juan-tourist decides he want to visit Colombia, he usually visits a travel expert in his home town –
This person is an Outbound Tour Operator
They lead tours Out of their own country.
Step 2: Inbound Tour Operator The outbound tour
operator has a local partner- the inbound tour operator
A Colombian company who specializes in bringing people in to the country
Step 3: Tourism Business
The inbound tour operator has a series of partners that run local businesses
These are hotels, boat drivers, airlines, guides, translators, activity providers, etc.
Roles
Outbound Tour
Operator
Inbound Tour
Operator
Tourism Business
• Develops tour packages
• Markets and sells packages
• Organizes local logistics
• Hires tourism businesses
• Provides essential services, like activities or trans-portation
Roles
Each time a product moves along the supply chain, additional costs are added to cover the expenses of each actor and to ensure they all make some profit.
Added Costs
Outbound Tour
Operator
Inbound Tour
Operator
Tourism Business
• Marketing• Sales
staff• Customer
service
• Vehicles• Equipmen
t• Marketing• Staff
• Staff• Overhead• Fuel• Food
Direct Sale: no added costs
FIT Travel planning
Tourism Busines
s
CustomerOutbound
Tour Operator
Inbound Tour
Operator
Tourism Business
Indirect Sale: added costs
Direct vs. Indirect Sales
In the case of a direct sale, the tourism business wins all the profit and commission, because it did all the work to sell the product.
When other people help to sell your product, they get some of the profit too, to compensate for their work.
Direct vs. Indirect Sales
• Intermediaries make their money through commission eared on selling your tourism products.
• Remember that because intermediaries are selling your product, they expect to receive a wholesale price that is less than what the enterprise is charging on an individual basis to FITs.
Benefits of Direct Sales
Advantages: Higher profit margins for businesses, lower selling prices to customers
Requirements: Tourist companies need marketing, professional staff (e.g. multilingual) and reservation systems and reliable payment (e.g. website transactions, bank transfers) high quality and effectiveness. It is much more work!
Benefits of Indirect Sales
Regular business Partner works as marketing and booking
arm Partner offers access to international
markets Easier communication with clients and
payment recovery Handles any issues or problems with
travelers
Sales Channels Review
Relying on just direct sales or just indirect sales will limit your audience and causes you to depend on one source for all your sales.
Ideally, you should have a mix of direct and indirect sales.
Marketing
The process of selling directly to FITs and finding new sales partners is called marketing.
Marketing to Travelers
The most important thing is that you understand your audience and know what they are looking for
There are all kinds of travelers, each respond to different marketing messages
What are travelers looking for?
Autenticidad Unicidad Calidad Participación
Segmentos del Mercado de Turismo en ChocóQue es un segmento de mercado?
Es un grupo de compradores que comparten características similares como demografía, intereses y patrones de gasto.
Que son en Chocó?
Mochileros Tradicionalmente eran parte de un
mercado “joven” de turistas (por debajo de 25), uno de los segmentos de crecimiento más rápido en turismo (20% de las visitas internacionales)
Ahora, este segmento se ha transformado, mostrando una mezcla de edades, demografía, y motivaciones
Preferencia por alojamiento económico y actividades informales
Itinerarios flexibles, auto-organizados, viajes largos, viajes de múltiples destinaciones (FITs)
Énfasis en conocer residentes y otros turistas
Profesionales Jóvenes Turistas con educación universitaria
y conscientes del medio ambiente El 25% son menores de 35 años,
dando a este segmento de mercado un toque de aventura
El 50% vive en ciudades grandes, y el 25% vive en la región Pacifica
Muestran una clara preferencia por destinos con auténticos lugares de interés histórico, las diferentes culturas y experiencias educativas
Lo más probable es que están conscientes de las prácticas de las agencias de viajes para preservar el medio ambiente de los destinos
Baby Boomers
Mayores (65+) pero activo Nivel elevado de conocimiento
cultural y ecológico El 67% están dispuestos a
escoger una agencia de turismo que protege y preserva el medio ambiente y cultura hereditaria de los destinos
Es más probable que cualquier otro grupo para hacer donaciones a organizaciones históricas, culturales y educativos
Interés en Turismo “Experential”
La OMT califica al "turismo vivencial", lo que favorece a las experiencias más q las comodidades, entre los sectores de crecimiento mayor en las próximas dos décadas
Experiencia = Producto
Deseo de Conectar con la Naturaleza Las ciudades del mundo, incluyendo a Norte
América y Europa, están creciendo más rápidamente q el resto de los países
Las vacaciones de “conectar” con la naturaleza a través de actividades como escalar y ver fauna y flora está incrementando
Consumidores modernos no solo buscan experiencias… ellos quieren experiencias autenticas
Experiencias artificiales basadas en consumo (por ej. Compras, casinos, etc.) ya no son favorecidos
Los turistas quieren ver la realidad y tienen los conocimientos suficientes para saber diferenciar fácilmente entre lo q no es real
Por ejemplo: la demanda por interacciones con animales en cautiverio ha disminuido drásticamente debido a que turistas ahora buscan la auténtica experiencia de presenciar animales salvajes en su hábitat natural
Demanda por Autentidad
El segmento de mercado joven y un creciente número de baby boomers quieren experiencias que proporcionan emoción y un cierto grado de riesgo.
Con eso dicho ... la seguridad sigue siendo de gran valor, y las empresas que ofrecen "dura aventura de" tours (bicicleta de montaña, rafting) necesitan una formación adecuada y medidas de seguridad.
Aventura Activa