Get Your Distribution Ducks in a Row with Martin Harlow

In this episode, Martin Harlow discusses the importance of having a distribution strategy and online travel agencies (OTAs) for tour and activity operators and attractions. He emphasizes the need for a basic strategy to get products to market and highlights that OTAs are often the first point of contact for consumers during the research phase. Martin explains that the choice of OTAs should be based on the target audience and the specific niche of the product. Martin provides insights on how to choose and work with OTAs, including the importance of connectivity, representation, and interaction with the OTA. In this conversation, Janelle Visser and Martin discuss various distribution channels for operators beyond OTAs. They highlight the importance of attending industry events and trade shows to network with account managers and potential partners. They also emphasize the value of face-to-face communication and building relationships with OTAs. The conversation explores the challenges of working with OTAs, such as maintaining multiple channels and ensuring accurate and consistent information. Finally, they address the issue of competing with OTAs for search terms and suggest strategies for handling this challenge.

Key Takeaways:

• Having a distribution strategy is fundamental for tour and activity operators and attractions to get their products to market.
• OTAs are often the first point of contact for consumers during the research phase, so it is important to be present on relevant OTAs to ensure visibility.
• The choice of OTAs should be based on the target audience and the specific niche of the product.
• A mix of direct bookings and OTA bookings is recommended based on the target market and type of attraction.
• Connectivity, representation, and interaction with OTAs are key factors in working effectively with them.
• Operators should negotiate with OTAs to find a middle ground on challenges such as cancellation policies. Attending industry events and trade shows provides opportunities to network with account managers and potential partners.
• Face-to-face communication and building relationships with OTAs can be valuable for operators.
• Maintaining multiple channels and ensuring accurate and consistent information can be challenging when working with OTAs.
• Channel management can simplify the distribution process and maintain availability and inventory across multiple OTAs.
• Differentiation on OTAs can be achieved through optimized profiles, good reviews, unique offerings, and competitive pricing.
• Competing with OTAs for search terms requires clear communication and potentially hiring professional SEO services.

You can find out more about and connect with the speakers here:

• Martin Harlow

You can find out more about the research that we mention in the episode here:

• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠2024 Experiences Traveler Outlook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year. 
• The Essential OTA Checklist for Experience Operators
• Arival Guide to OTA Marketing
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