Collaborative membership programs are central to this strategy, bringing together diverse players like hotels, tour operators, DMOs and destination products. Small businesses, that lack the resources to compete in the industry arena with the big players, thrive in a supportive network of peers. Read on to see how these real-life examples of collaborations transform travel and unlock new opportunities for everyone involved.

Ohio Travel Association

The Ohio Travel Association, led by Melinda Huntley, plays a significant role in bringing together various members of the travel and tourism industry within Ohio, including museums, attractions, visitor bureaus, retail shops, hotels, and restaurants. By focusing on collaboration, the association aims to boost growth and opportunities for all its members. This approach helps businesses expand their collective reach and influence in the travel market, rather than competing against each other for out-of-state visitors.

The Ohio Travel Association spearheads the Heartland Travel Showcase, which is a larger collaboration between 14 states. This event is designed to help members buy and sell group tours in the Heartland of the United States. Attendees of this showcase connect with new partners and customers, increasing their visibility and potential for growth in the industry.

Keep listening: Episode 268 of Destination on the Left with Melinda Huntley of the Ohio Travel Association.

Global Hotel Alliance

Global Hotel Alliance (GHA) is a group that brings together unique hotel brands from all over the world. Their goal is to let these independent hotels work together while still keeping what makes them special. By joining forces, these hotels can better compete in the global market without losing their individual charm.

One of the key features of GHA is the GHA Discovery loyalty program. This program is all about making guests feel valued and encouraging them to return. It offers special rewards and benefits that guests can enjoy at any hotel in the group. Whether it’s a personalized experience or an exclusive offer, the program helps hotels keep guests coming back and happy.

GHA focuses on sharing knowledge and resources, helping hotels learn from each other’s successes and challenges. Member hotels get access to a wide network for sales, marketing, and tech support, which can really cut costs and boost profits. By working together, these hotels can enhance their offerings, keep guests happy, and stand out in the competitive hospitality market.

Keep listening: Episode 398 of Destination on the Left with Kristi Gole of the Global Hotel Alliance

Curator Hotels & Resorts Collection

Curator Hotels and Resorts Collection started in November 2020 to help independent hotels by using teamwork and shared success. Launched during the pandemic, Curator aimed to bring hotels together to gain an edge in the market. Led by Jennifer Barnwell, the group helps small, unique hotels stay true to their style while benefiting from shared resources.

Curator’s collaborative membership program is designed to help their members thrive. By working together, independent hotels can tap into top-notch vendors and services at special rates they couldn’t secure alone. Curator offers a range of services, from purchasing to technology and guest services, allowing members to pick what suits them best. They also boost visibility through joint marketing efforts, ensuring more guests choose to book directly with their members.

Curator’s programs help member hotels succeed without giving up what makes them special. Without strict rules, hotels keep their unique touch while gaining the benefits of being part of Curator’s network. This approach not only saves money but also builds a community of independent hotels working together. With Curator, these hotels can draw in more guests and do better overall in the hospitality world.

Keep listening: Episode 350 of Destination on the Left with Jennifer Barnwell of Curator.

Travel Alliance Partnership

Not only do we advocate for co-opetition in the industry, TAP’s own membership programs are built upon this principle. Every TAP member plays a crucial role in our tour and travel ecosystem, from small destinations and local attractions to regional and international tour operators. Our members benefit from strong relationships and peer connections, with collaboration at the core of mutual success.

Tour Operator Membership

TAP began in 2001 as an alliance of tour operators coming together to fill each other’s tours, and this spirit of collaborative growth remains central. Being a TAP Tour Operator allows members to reduce operating costs, enhance their visibility within the industry, and gain new perspectives. Hear directly from TAP Tour Operators in the Power of Partnership video:

Guild Membership

For Destination Marketing Organizations (DMOs) and destination products, becoming a TAP Guild member facilitates strong relationships with TAP Tour Operators through quarterly meetings and cooperative marketing efforts. Guild members enjoy special invitations, priority status, and receive reports on their return on investment (ROI). Hear from Guild members on the value of membership:

PPTP Community

Preferred Professional Travel Providers (PPTPs) are suppliers, such as DMOs and destination products, participating in the TAP community. PPTPs attend TAP Dance, where they join regional pods for focused sessions with TAP Tour Operators. While paid membership is not necessary to participate as a PPTP, Guild membership offers increased benefits and greater exposure at TAP Dance.

Stronger Together

Co-opetition is a game-changer in the travel and tourism industry, helping businesses grow and innovate by working together. Collaborative membership programs of all kinds make this possible, allowing different businesses to achieve common goals instead of just competing. By embracing co-opetition, your business or organization can find new opportunities, strengthen market presence, and help build a thriving, connected industry.

If you are looking for a collaborative membership program to take your tourism business or organization to the next level, please reach out to us. There are many collaborative organizations in our network, beyond the ones listed here, and we would love to assist you in finding the right one.

The post The Power of Co-opetition: Collaborative Membership Programs in Travel appeared first on Travel Alliance Partnership.

The Shift Toward Personalization and Niche Expertise

Travelers are looking for personalization and niche experiences. Success for travel advisors hinges on a deep understanding of the audience and the ability to offer tailored experiences.

Meredith Calloway, Co-Founder of Gifted Travel Network, emphasizes finding one’s “brilliance.” She suggests defining a personal brand that aligns with natural strengths and the unique value provided to clients. Whether focusing on family travel, adventure trips, or luxury experiences, serving a specific niche helps connect with a targeted audience and deliver more impactful services.

Mary Charlson, president of Five Minute Marketing, highlights the need to concentrate on a few core marketing channels that work together to guide clients through the decision-making process. Advisors who target specific audiences with tailored content create deeper connections, leading to stronger client loyalty and higher-quality leads.

The Power of Community: Relationship Building for a Loyal Client Base

In an era where travelers can book trips with just a few clicks, personal relationships offer a competitive edge. Building trust and providing personalized advice set travel advisors apart from the faceless, transactional nature of online travel agencies (OTAs).

James Ferrara, founder of InteleTravel, explains that the cornerstone of their success is the relationship-driven sales model. InteleTravel teaches advisors to leverage trust-based relationships rather than rely solely on traditional advertising. In uncertain economic times, consumers are more likely to turn to trusted advisors, rather than make travel decisions through impersonal websites.

The rise of travel advisors as independent freelancers, many of whom operate from home, has transformed the industry. Today’s advisors aren’t just booking trips; they offer curated travel experiences supported by deep knowledge and personal connections. This focus on relationships enables advisors to differentiate themselves from OTAs and cultivate long-lasting client loyalty.

Navigating Challenges with Creativity and Community

Travel advisors who adapted during the pandemic are now reaping the rewards of their resilience. Many found ways to engage clients during downtime—through content creation, webinars, or virtual travel experiences—building stronger relationships that continue to pay off. Advisors who can think outside the box and find innovative ways to connect with clients will always be in a position to thrive.

Meredith Calloway’s Gifted Travel Network leaned heavily into community building during the pandemic. Her team provided support and education to their advisors, helping them stay engaged with clients through virtual events, travel-themed Zoom calls, and even wine tastings. These efforts not only kept advisors connected with clients but also fostered a sense of solidarity, leading to exponential growth as travel bounced back.

Technological Integration for the Travel Advisor

While personal relationships and expertise remain at the core of advisory services, technology enhances efficiency, responsiveness, and innovation.

The Rise of the Younger, Tech-Savvy Travel Advisor

While Baby Boomers have long been the dominant force in the travel industry, a shift is occurring. Younger generations are stepping up, and these tech-savvy, entrepreneurial individuals embrace the flexibility and independence of being a travel advisor, reshaping the industry in the process.

James Ferrara notes that the average age of InteleTravel’s advisors is now around 40, with a growing hotspot of advisors in their mid-20s to early 30s. These younger advisors are digital natives who understand how to leverage social media, technology, and artificial intelligence (AI) to attract clients and streamline services. They’re highly entrepreneurial, driven by a desire for flexibility and the freedom to run their own businesses.

This new generation is reshaping how travel is sold and experienced. They’re not just travel advisors—they’re influencers, content creators, and trusted guides who curate personalized travel experiences with an understanding of what younger travelers want: authenticity, adventure, and connection.

Dipping your toes in AI? Join our workshop live on October 10 or watch the recording.

Leveraging Technology to Enhance Client Experiences

From using social media to staying connected with clients to using AI to streamline operations, technology empowers advisors to work smarter. Travel advisors who adopt these tools are better equipped to offer more personalized service and stay competitive in a digital-first world. James Ferrara shares that InteleTravel’s advisors benefit from sophisticated technology, allowing them to offer seamless services that rival even the largest agencies.

For travel advisors, technology is no longer just a back-end tool. It’s a front-facing advantage that allows for real-time solutions, anticipation of client needs, and the delivery of unforgettable experiences. Whether they’re using AI to help craft personalized itineraries or leveraging online communities for lead generation, tech-savvy advisors are leading the industry forward.

Thriving in an Evolving Industry

The industry is poised for growth as it adapts to new trends and continues delivering exceptional value to travelers worldwide. Embracing these changes ensures that travel advisors remain a vital and dynamic part of the travel ecosystem, ready to meet the demands of an ever-changing world. By focusing on personalized services, leveraging technology, and fostering community, today’s travel advisors are not only surviving but thriving.

The post How Travel Advisors Thrive in a Changing Industry appeared first on Travel Alliance Partnership.

The Power of Out-of-Home Travel Marketing

Out-of-home advertising has evolved significantly in recent years. Traditional methods, such as billboards and transit ads, remain effective but are now complemented by lifestyle and experiential channels. These newer methods allow brands to engage with consumers in their everyday lives.

“It really is thinking about where the consumer is throughout their daily routine, understanding who your audience is and utilizing specific media formats within their everyday life, where it just seems like a very nonchalant way to put your brand in front of them.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

Here are some examples of new OOH methods that can integrate your brand into the daily routines of your target audience in creative and non-intrusive ways:

• Digital signage at convenience stores
• Gas pump ads
• Branded coffee sleeves at their local coffee shop

Planning Your Travel Marketing Campaign

Planning and strategy is critical to any successful marketing campaign, including OOH. Strebeck highlights the importance of taking the time to understand the goals and then strategize how to achieve them through the right mix of OOH channels. This process begins with listening carefully to understand the client’s vision and how it can be brought to life.

“When I say we listen to our clients, it is to listen to understand, not listen to simply respond in return. And what we take, learn, and utilize is through our expertise to build something extremely creative for them.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

Collaborative Travel Marketing

To stand out in a crowded marketplace, campaigns should be multi-layered and build strategies upon each other. Collaboration is a perfect way for marketing organizations and agencies to combine their expertise. As they work together, they can achieve a level of success that would not be possible on their own.

Case Study: A Creative Collaboration with Visit Seattle

A perfect example of creative OOH advertising in action is the “I Know A Place” campaign for Visit Seattle. EMC Outdoor worked closely with a full-service agency to develop a unique approach that went beyond traditional billboards. Instead of relying solely on signage, they introduced a branded treat truck that brought a taste of Seattle to key feeder cities like Dallas, Minneapolis, and Sacramento.

This mobile campaign featured Seattle Pops, a local ice cream shop. The treat truck was strategically placed at local events and parks, creating a memorable experience for potential tourists. The campaign gained significant attention, even landing a spot on “Good Morning Sacramento,” which showcased the truck in action.

This collaboration exemplifies how coopetition can lead to successful outcomes. By working together with their agency partner, they were able to amplify the message in a more creative and impactful way.

“When we think of coopetition, we could have definitely tried to work with Visit Seattle on our own and show them this idea that we had. But we wanted to work in collaboration with our agency partner, to make sure that it was an amplified piece to the overall campaign that they were running.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

The Changing Landscape of OOH Advertising

Adapting OOH to a Hybrid World Post-Pandemic

The COVID-19 pandemic presented unique challenges for the OOH industry, particularly as public spaces saw less foot traffic. However, EMC Outdoor adapted by leveraging digital integration. They shifted focus to areas with increased traffic, such as grocery stores and local walking routes. This approach allowed them to maintain visibility and relevance during a time of uncertainty.

We collaborated with our clients to create messages that resonated with the times, focusing on community support, health, safety. This approach not only kept our clients’ brands visible, but also fostered a sense of connection and solidarity with the public in a time that it was extremely necessary. – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

As we emerge from the pandemic, the hybrid lifestyle—where work and life increasingly blend—has become the norm. OOH advertising has proven to be an essential player in marketing campaigns. It provides a non-intrusive and contextually relevant way to reach audiences both at home and on the go.

Strebeck explains that out-of-home has really taken on the role of supporting other media channels as a secondary amplification that helps get your message across to your audience in a meaningful way.

The Future of OOH: Embracing Artificial Intelligence

Looking ahead, EMC Outdoor is excited about the potential of artificial intelligence (AI) as a game-changer to enhance their business practices. The agency is actively exploring AI tools to speed up the creative process, from ideation to the development of mockups and renderings. By incorporating AI, they aim to stay ahead of the curve and deliver more efficient and effective solutions for their clients.

Make a Lasting Impression with OOH Advertising

Out-of-home advertising continues to be a powerful tool for travel marketing. Tourism brands are looking to connect with their audience in creative and impactful ways. By understanding the different OOH channels, focusing on thorough planning and strategy, and embracing new technologies like AI, brands can elevate their travel marketing campaigns and stand out in a competitive landscape.

As Freddie Striebeck and the team at EMC Outdoor demonstrate, the key to success lies in innovation, collaboration, and a deep understanding of the audience. Whether through traditional billboards, experiential campaigns, or digital integrations, OOH advertising offers endless possibilities for brands to make a lasting impression.

The post Innovative Out-of-Home Strategies for Travel Marketing appeared first on Travel Alliance Partnership.

Fundamental Tools

While many software solutions can be upgraded or added as a business grows, there are some fundamentals that need to be in place from the very beginning. It can be costly and extremely time consuming to rebuild a website, and capturing data from the beginning is essential to making the right decisions as you grow.

Website

A strong online presence is indispensable for any tourism business, and the easiest way to create a professional website is through WordPress. This platform is user-friendly, highly customizable, and boasts a plethora of plugins that can cater to your specific needs.

Here are two basic plug-ins that are great options for startup travel businesses:

• WooCommerce: Ideal for selling tickets and travel packages directly through your website. It integrates seamlessly with various payment gateways, making transactions a breeze.
• Checkfront: A powerful booking engine that allows customers to book tours, activities, and rentals. It offers real-time availability, automated confirmations, and robust reporting features.

By utilizing these tools, you can provide a seamless booking experience for your customers, manage reservations efficiently, and ensure your website remains an effective sales channel.

Google Analytics

This powerful platform allows you to track and analyze your website traffic, understand customer behavior, and measure the effectiveness of your marketing campaigns. Google Analytics cannot capture retroactive data, so it’s important to set it up as soon as possible, so you can go back and analyze the trends of your visitor demographics and behavior over time, and fine-tune your marketing strategies and maximize your results.

There are many ways of tracking and measuring digital results, including using UTM codes on your website links to bring even more data into your Google Analytics.

Marketing Tools

Marketing is what we do, and there are literally hundreds of amazing tools that we could recommend. Whether you’re just starting out or not, the variety and choice can be overwhelming, not to mention the cost! That’s why our favorites are the low-cost marketing tools that help stretch your resources further. These tools help with marketing tasks such as:

• Creating visual materials for marketing
• Collaborating your marketing efforts with other tourism businesses and organizations
• Social media marketing
• Marketing automations

Artificial Intelligence

It’s not just Chat GPT anymore – there are plenty of emerging AI tools that can be used to speed up your marketing tasks, such as copywriting and video editing. Read more about the do’s and don’ts of using AI, along with some recommended AI tools.

CRMs and Booking Engines

Customer Relationship Management (CRM) systems and booking engines are crucial for managing client interactions, reservations, and other operational tasks. As your business grows, you may find you need more customized software to meet your needs. With a higher price point, this is one of the biggest investments you will make in your business, and it’s important to ensure whatever you choose will meet the needs of your specific business. If turnkey software does not have the options you need, you can consider custom developed software as an option to consider.

The Importance of Data Quality

The effectiveness of any platform hinges on the quality of data you input – if you put garbage in, you will get garbage out. Here are some tips to ensure that you invest in the right software:

• Comprehensive Fields: Your platform should include fields for all essential information, such as customer details, booking preferences, and special requirements.
• Filtered Reports: Make sure you can pull customizable reports filtered by essential fields such as travel destination, booking date, travel date, and any other filtering you may need.
• Integrations: Consider how your software will interact with other tools that you use, and how you can streamline your processes by integrating them together

Group Collect: A Solution for Selling Group Travel

Selling group travel can be particularly challenging when it comes to data collection, but TAP preferred partner Group Collect provides an ideal platform for this purpose. Their software allows tour operators to select all the fields that need to be collected, and send links out to group members to complete all their information and make their payments. It also has the ability to identify a group leader and give them access to see all the data submitted, so your group leader can chase down missing data and payments, without this task having to fall on the shoulders of the tour operator.

Upleveling with Additional Tools

Password Management

Security is paramount in the digital age, especially for tourism businesses handling sensitive customer information and financial transactions. Hacking poses a significant risk, and managing multiple strong passwords can be stressful for your team.

Using a password management tool like LastPass can mitigate these risks by:

• Generating Strong, Unique Passwords: Create complex passwords that are difficult to crack.
• Centralized Management: Store all passwords in a secure, encrypted vault accessible only to authorized personnel.
• Ease of Use: Enable automatic logins, reducing the time spent on password recovery and entry.

Other alternatives like 1Password and Dashlane also offer robust security features and user-friendly interfaces, ensuring your team can focus on delivering exceptional customer service without worrying about cybersecurity threats.

By integrating these technological solutions into your tourism business, you can enhance efficiency, improve customer satisfaction, and stay ahead of the competition. Ready to take your operations to the next level? Explore these tools and start optimizing your business today!

The post Boosting Efficiency for Tourism Businesses with Technology appeared first on Travel Alliance Partnership.

If you’ve ever been excited about making a big announcement, and then found yourself disappointed at the lack of response or awareness from your audience, the following tips can help to ensure your next announcement makes a big impact, as you maximize your reach at a tourism conference.

Conference Sponsorship

A tourism conference or trade show sponsorship is a great way to get some visibility in the tourism industry. There are many different conferences to choose from, and it’s important to select one where attendees will be the right audience for you.

For example:

If you are looking to increase visibility with consumers, then a consumer travel trade show is a good choice – many of them are themed (i.e. adventure travel, cruises, etc), so make sure the topic is something relevant to your destination or product.

For travel professionals looking to partner and network with each other, there are many industry conferences and travel trade shows. A large national travel industry trade show such as ABA or NTA will reach a high number of travel professionals, but sponsorships will likely have a higher price tag and more competition for attention. Sometimes, smaller regional or niche shows may be a better fit, if you can tap into the right audience for your business.

How we did it:

TAP chose to launch our new brand at the New York State Tourism Industry Association (NYSTIA) conference. As a New York State based business, our connections and client base are strongest in this state, and it was a perfect fit to celebrate our new brand and strengthen relationships with our existing clients and connections, as well as drawing some attention from new local contacts and prospective clients or partners.

Choosing the Right Sponsorship to Maximize Your Exposure

There are many different types of conference sponsorships, and they come with a variety of benefits to increase your visibility. Here are a few of the most common mediums of exposure included with conference sponsorships:

• Presentation time – speaking and/or visual presentations such as video or PowerPoint
• Text – business description or update in conference communications or printed materials
• Logos and images – on printed materials or custom conference swag

Choosing the right sponsorship will be dependent on your goal. If you are a destination and your goal is to attract more visitors or travel trade, then visual presentations or imagery will be key. Some creative visual sponsorships that are often available at tourism conferences include photo booths, custom hotel door hangers, or custom hotel key cards.

On the other hand, if you are launching a major announcement or rebrand, then speaking time and/or text updates will be the way to go, so you can be sure to get your message out.

Of course, budget will also play a factor. If you are launching a new brand, presentation time is ideal, but those types of sponsorships do come with a higher price tag. If that’s not in your budget, there are typically lower price point options that will include logo placement in multiple conference materials and communications, which is a great way to show off your new logo and create some buzz.

How we did it:

TAP chose a sponsorship package that included a presentation from stage (where our CEO Nicole Mahoney shared about our brand journey), hosting an evening networking reception, and logo placements in printed materials and conference communications. In addition, we sponsored the conference delegate bags, and were able to include some swag and a flyer about our services and membership programs.

Show Off What Makes You Unique

In order to attract the right clients and partnerships at a conference – the ones who will fit best with your business – you need to know exactly who you are. Your company’s values, purpose, and character should be woven through everything you do, including conference activities and sponsorships. When delegates can easily catch glimpses of what makes you unique, chances are much higher that they will take the time to seek you out and find out more about what you do.

How we did it:

When TAP launched our new brand at the NYSTIA conference, we highlighted several of our unique values and traditions – including innovation, and our light-hearted and passionate TAP traditions – through our sponsorship of the conference, and specifically an evening networking reception.

Highlighting a Core Value: INNOVATIVE

As one of our core values, being innovative is a large part of what makes TAP unique. When we sponsored and hosted a networking event as part of the NYSTIA conference, we went beyond the usual expectation of a simple mingling event with snacks and drinks, and planned a card matching game that would encourage people to actively seek out new connections. The game was so effective that people raved about this engaging ice-breaker and asked for permission to use our idea at their own events. Demonstrating our innovation? Mission accomplished!

Highlighting a Core Value:
LIGHT-HEARTED & PASSIONATE

One TAP tradition that we enjoy at our own annual conference TAP Dance is a boisterous and passionate welcome to our highly valued supplier delegates. Staff and tour operator partners stand on either side of the room entrance and clap and cheer as the attendees enter, making them feel appreciated and welcomed. We decided to bring this tradition to our sponsored networking event at the NYSTIA conference, and it was a big highlight, with many guests enjoying the experience so much that they turned around and went back for a second entrance!

Making Connections at Conference Events

While sponsorships are a great way to increase visibility, there are other things that you can do as a regular conference attendee to enhance your team presence, or even stand out as memorable without a sponsorship.

Stand Out From the Crowd with Unique Team Apparel and Swag

When TAP was planning our brand launch, we knew that we wanted team apparel and swag that stood out from the crowd. We achieved this by choosing branded items that were out of the ordinary – and the most unique choice by far was our branded sneakers. The amount of buzz that these created in just one conference made the purchase well worthwhile, and they continue to draw attention and comments at every conference that our team attends.

Make the Most of Every Opportunity to Network

If you’re attending a conference on your own, it will force you to introduce yourself and meet new people. But when teams attend a conference together, they often tend to group together – and even when you’re on your own, sometimes you’ll connect with a few people right away, and spend the rest of the conference gravitating towards the people you’ve already met.

While it’s a good idea to nurture good connections that you may find, it’s also important to make the most of the networking opportunities that are available at conferences by spreading out and meeting as many people as you can. You might have eye-catching branded apparel, but in a sea of conference attendees, not everyone may get the chance to notice you!

How we did it:

Even though TAP had a sponsored table for all the conference meals, we deliberately spread out and used the opportunity to meet as many people as possible. The branded sneakers that our team members wore also made an excellent icebreaker, as people couldn’t help but comment on them nearly every time we met someone new!

Using these strategies to stand out and maximize your reach at a tourism conference can spread your message like wildfire! You can read more about TAP’s full brand journey, and how we determined who we are (and the message we wanted to spread) in this blog post, or listen to Nicole tell our story on the Destination on the Left podcast.

The post Making a Splash: How to Maximize Reach for Your Brand at a Tourism Conference appeared first on Travel Alliance Partnership.