Destination Ontario’s Partnership and Trade Consultant, Sandra Rice, organized and led a group of 12 Ontario stakeholders on an In-Market Business-to-Business Sales Program on June 11 – 14, 2019 to Manhattan, New York (NY) and Montvale, New Jersey (NJ).
In-Market Business-to-Business Sales Programs are a key element of Destination Ontario’s strategy to increase visitation and expenditure from target markets through partnerships with travel companies – companies that package and sell travel abroad from their respective markets.
The U.S. is an important source market for tourism to Ontario and Destination Ontario’s joint promotion programs with travel companies garner direct, incremental expenditure results.
The Sales Program included a combination of events including, one-on-one meetings with targeted travel companies, in-office training sessions and presentations to qualified travel agents. Another component of the program included a U.S. market intelligence session from the United States Tour Operators Association. Each Ontario stakeholder had the opportunity to conduct 21 individual one-on-one meetings and in total over 90 targeted tour operators and travel advisors were trained on Ontario product, including from leading U.S. based travel companies like Team America, Allied Pro, New World Travel and Virtuoso Travel. Product and planning meetings also took place with AAA and Flight Centre Travel Group.
Overall, the response and feedback from participating NY and NJ based travel companies was very positive. These companies expressed a keen interest in new product and itinerary ideas. All travel company participants expressed appreciation for the opportunity to learn about Ontario and connect with Ontario stakeholders to expand their travel offerings. Expected results from the Sales Program include the development of new trip itineraries that include the participating Ontario stakeholders and businesses, and that will be promoted by travel companies, leading to increased visitation and revenue for Ontario. Active follow up and further negotiation between Ontario stakeholders and U.S. travel company participants is already underway.
The participating Ontario stakeholders were also delighted. Post program survey results indicate that all participants felt their organization benefitted from participation; and all participants are confident that their participation will result in future business. Here is some of what the Sales Program participants said:
“The Sales Program allowed us to meet with various Travel Agents as well as conducting training sessions for Tour Operators’ reservations staff. This is invaluable. These people are bombarded with information – it is extremely important to differentiate ourselves and tell our stories.” – Anna Pierce, VP & General Manager, Niagara Helicopters Limited
“We were able to make meaningful new connections with advisors/managers from top Agencies we would have never had access to on our own. This mission also allowed us to further our relationship with contacts we have been courting and help us progress towards significant itinerary adds in the near future. By being able to meet face to face with the advisors and managers it allowed for an immediate and solid assessment of interest in our region, how we might better position ourselves to be included in the current product offerings as well as accelerate the timeline by which we negotiate itinerary adds with the next 24 months.” – Trevor Norris, Business and Program Development Manager, Bay of Quinte Regional Marketing Board
“This sales program opened up doors for us with new companies and also existing companies who we only meet during Rendez-vous Canada and it was the first time we met at their office presenting to their teams.” – Cheryl Ranganadhan, Director, Travel Trade, Chelsea Hotel, Toronto
“As an independent property/private company it a city full of branded hotels it helps to walk into a clients’ office with Destination Ontario to sell the destination and my property/company.” – George Sovatzis, General Manager, Bond Place Hotel – Downtown Toronto
“I was very happy with all the appointments and I believe that they will provide huge value or return on investment for some of my hotels. I was very pleased with all the events and the level of professionalism, I think your events are the best! I will definitely put on my budget for the next time you go to New York!” – Marisol Pena Regional Sales Director, Silver Hotel Group
“We were able to reconnect with key trade clients as well as meet new contacts. This was an opportunity to present new products to those already familiar with Toronto.” – Maxine Morrell-West, North America Leisure Trade Manager, Tourism Toronto
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