3. They go through a process…
that looks like a funnel
Dreaming
Deciding
Planning
Booking
Experiencing
4. 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!”
8. 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
9. 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
10. How do FITs find you?
Word of mouth
Internet
Brochures
Signs/ Posters
13. 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.
14. 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
15. 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.
17. 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.
19. Direct Sale: no added costs
FIT
Travel
planning
Tourism
Business
Customer
Outbound
Tour
Operator
Inbound
Tour
Operator
Tourism
Business
Indirect Sale: added costs
20. 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.
21. 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.
22. 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!
23. 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
24. 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.
25. Marketing
The process of selling directly to
FITs and finding new sales
partners is called marketing.
26. 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
27. What are travelers looking for?
Autenticidad Unicidad Calidad Participación
28. Segmentos del Mercado de
Turismo en Chocó
Que 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?
29. 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
30. 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
31. 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
32. 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
33. 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
34. 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
35. 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
Editor's Notes
High quality tourism that embraces the uniqueness of the destination, creates an authentic experience, and encourages interaction with the place and its people is also sustainable.So, being a sustainable business is not JUST about the environment, being crunchy… but it’s about being a GOOD business and providing GOOD opportunities to
Minimum universal language defining sustainabilityGuideline for businesses, organizations and governments of all sizes to establish sustainability programsBaseline for accreditation standards “Certifying the Certifiers”
