Travel agents and tiny destinations marriage made in heaven

Disruptive innovation brings together the industry’s small independents

Today’s tourism industry often seems like it’s monopolized by big global players. And, in many respects it is; big hotel units in standardized formats are much easier to sell in bulk than small individual establishments, big tourism attractions and big time destinations will always get big tourism numbers.

Moreover the process of vertical integration and big time partnerships have the effect of keeping the status quo and managing the prices (see: Online travel giants accused of anti-competitive behaviour )

So when the Global Distribution Networks, the hotel groups, the big tour operators and the airlines have divided the cake amongst them – what’s left for the small fry? The little destinations and the independent travel agents have little to do except ask for handouts from the big players.

The fact is that small destinations and community tourism initiatives are quite difficult to service, and complex to market. They neither fit into the infrastructure or the marketing plan. Hence the plethora of community organized excursions sold by ethically-minded operators.

And, as far as independent travel agents are concerned – the well trained telephone and counter staff that could read Cook’s Continental Timetable, understand the shipping guides, be aware of the political situations in out-of-the-way places, and more – they are expensive to employ – and difficult to manage.

So, this global industry that will turn over $1TRILLION this year has become a massive, powerful machine, consuming all in its way and leaving out the bits that are too difficult to manage.
Far seeing destinations have seen this. They neither want to be standardized, nor do they want standardized low-spending tourists.

They are beginning to play outside the power game, adopt their own criteria, create their own brands, deliver wholesome, authentic, holistic tourism that is as different from mass tourism as stone is from fresh-baked bread. And getting clients that will pay more for a real experience – and spend more on local products during their stay.

Thus far they have been very successful selling more or less direct – after all they are not focused on numbers more on value. But for this innovative behaviour to expand, they will need a tailor-made distribution network.

What better partnership than travel agents longing to create and sell real travel experiences that their clients would LOVE.

Hence the success of the concierge travel agents – unique experiences at top costs – five star luxury at five star prices.

But community-style destinations are less five star and more whole food! And there is a well-established business model that it is worthwhile noting.

In food, new markets have been created in the last few years – organic, ethical, fair trade. Initially a small amount of people bought via a tiny amount of shops – and, since the wave of farmers markets, the good food, local food, wholesome food concept has gone ballistic.

Supermarkets still do well, sourcing commodities for low prices and selling them for a bit more, whereas farmers and food artisans create individual items and sell them for higher prices – often via local farmers markets.

What do you imagine the ever-increasing numbers farmers markets clients would like from their holidays? Would you imagine personal service, authentic destinations, local food?
Who would be best to deliver that product and get its benefits? A supermarket of travel or a knowledgeable, flexible, travel agent?

So there is an opportunity for a fulfilling relationship between independent travel agents and independent destinations.

How to engage with is focus of our free guide which is currently being prepared! If you are an independent travel agent or an independent destination and are interested in this concept – put your name down for a copy of the guide – email [email protected]

Valere Tjolle
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