By distributing tour operators’ products to a wider audience and broader market, B2B resellers play a very important role within the travel and tourism industry. They offer market-focused expertise and established distribution networks, so operators can focus on delivering unforgettable experiences to their valued customers.
The benefits for tour operators in partnering with a B2B reseller
There are plenty of benefits for tour and activity operators in distributing their products through B2B resellers. Increased sales, reduced cost of sales, improved marketing reach, plus access to distribution technology and sales data insights are all good reasons why tour operators should use a B2B reseller.
But once connected to your reseller of choice, building and nurturing your relationship is important to ensure a mutually beneficial B2B reseller partnership. Putting the tactics and ideas highlighted here into practice lets you keep your collaboration on track. For more information on the topic, read our article on how tour operators can find B2B resellers.
Define the goals of your B2B reseller partnership early
Setting clear goals and objectives from the outset is an important step in nurturing a successful tour operator / B2B reseller partnership. Engage in open discussions on aligning your business interests from day one.
Establishing specific, measurable, achievable, relevant, and time-bound aims (otherwise known as SMART goals) promotes accountability, sets the scene for successful collaboration, and lays the foundations of a strong partnership.
Manage your reseller onboarding strategy
Help ensure the long-term success of your tour operator / B2B reseller partnership from the beginning with a well-planned onboarding strategy. You can do this in a number of ways:
- Ensure a clear understanding between operator and reseller of the partnership’s goals and processes from the outset.
- Deliver an onboarding schedule that includes all the necessary tour product and market information, with access to relevant resources.
- Educate your resellers on the unique selling points and benefits your tour products offer. Inviting partners such as B2B resellers, content creators, and local hotel owners to take your tours on annual familiarisation trips – or ‘fam trips’ – is an effective way of showcasing the quality of your products.
- Take up membership of trade associations like UKinbound that your B2B partners are involved in, to share fam trips and network at events.
- Book regular feedback sessions and performance reviews, especially in the early stages of the partnership, to make sure both parties are aligned toward the shared goals.
A well-constructed onboarding process ensures both partners have the knowledge and tools for a fruitful working relationship.
Leverage trustworthy B2B reseller technology for a seamless partnership
Technology plays a pivotal role in nurturing a successful tour operator / B2B reseller partnership. A trustworthy and reliable channel management system ensures resellers have all the accurate information they need. It streamlines processes, maintains live availability, helps analyse sales data, and ensures an efficient and effective reseller relationship.
Foster open and effective communication
Open and effective communication lies at the heart of every successful business partnership, and the tour operator / B2B reseller relationship is no different. Share regular updates on product offerings and pricing strategies with one another, and keep your reseller informed and engaged. Using a centralised platform for communication ensures both operator and reseller enjoy easy access to the latest product and sales information in real-time.
Ultimately, transparent communication fosters trust. When resellers fully understand the benefits they can derive from your partnership, they’re happier to prioritise and promote your tour products.
The human aspect; investing in your operator and B2B reseller partnership
Relationship-building is another big part of nurturing a successful operator/reseller partnership. Work on maintaining strong connections with your reseller, beyond the financial or transactional aspects. You can do this by:
- Recognising your reseller’s expertise, perspective, and contribution to your partnership.
- Engaging in shared events and networking opportunities, to cultivate trust.
- Building a sense of team camaraderie between operator and reseller.
- Meeting face-to-face socially, where possible, to deepen the business relationship. A good place to start is attending local and regional travel trade shows, and larger industry events and gatherings that your partners attend – such as Arival, ITB, and World Travel Market.
- Praising your reseller’s efforts, where relevant, to encourage deeper collaboration.
Nurturing a successful partnership between a tour operator and their B2B reseller is an ongoing process. With time, investment, and effort from both parties, it’s a business relationship with a proven track record of success.
For further reading on B2B reseller partnerships, check out our article series: