How do you get travel agents to sell your destination more actively?

It’s great if a travel agent knows your destination. But a travel agent who spontaneously recommends it when a client asks for advice? That’s what really matters. With the constant stream of information they receive every day from destinations, hotels and tour operators, however, that’s easier said than done. If you want to stay top of mind, you need to go beyond simply telling them what there is to see and do.

So how do you make sure travel agents not only know your destination, but also sell it enthusiastically? Based on our experience, we share ten practical tips below.

1. Let travel agents experience your destination themselves

It’s simply easier to sell something you’re genuinely enthusiastic about. That’s why FAM trips and study trips remain some of the most powerful tools in travel trade marketing.

Don’t just show travel agents hotels and attractions; make sure they truly experience the destination. A local food tour, a special excursion or an unexpected hidden gem will often stay with them longer than yet another presentation. That way, they can later explain from their own experience why a client should visit.

2. Give them stories, not a list of USPs

Sun, sea, culture, gastronomy and beautiful nature: how many destinations can say exactly the same thing? Instead, give travel agents concrete stories they can share during conversations with clients. That special restaurant, a local tradition or a surprising place you won’t find in every guidebook. The more concrete the story, the easier it is to remember.

3. Keep training sessions short and useful

After a training session, a travel agent doesn’t need to know every historical fact about your destination. What matters is that they are better prepared for their next conversation with a client.

Who is the destination suitable for? Which region fits which type of traveller? When is the best time to visit? And what does a client need to know before travelling? Focus on information travel agents can use straight away. Think short texts, photos, videos or ready-to-use inspiration they can easily share through their newsletter, website or social media. This way, you not only help them get to know your destination better, but also make it easier for them to inspire their own clients.

4. One touchpoint is not a strategy

After one training session or visit, you may be top of mind for a while, but other destinations aren’t standing still either. That’s why it’s important to combine different touchpoints throughout the year: newsletters, webinars, sales visits, B2B events, training sessions and FAM trips. Use each moment to highlight a different aspect of your destination.

5. Don’t wait for travel agents to come to you

Not every travel agent has the time to set aside half a day for an event. Sometimes, it works better to visit the travel agencies yourself.

During a sales blitz, you can share the latest news and key selling points in short, personal conversations. At the same time, you hear directly what’s happening in the market: what questions clients are asking, which destinations are popular and what barriers travel agents encounter.

6. Create materials they will actually use

A sixty-page brochure may look beautiful, but it isn’t always the most practical tool during a sales conversation. Instead, think of a clear sales sheet, sample itineraries, a seasonal calendar or a simple overview showing which region suits which type of traveller. A good test: can a travel agent find what they need within thirty seconds?

Make sure your inspiration is also as concrete and bookable as possible. A great tip about a particular region only becomes truly valuable if a travel agent immediately knows how to incorporate it into a trip. Which hotels can they book? Which activities are available? Is there a local DMC that can help put together a package for their clients? The smaller the step from inspiration to booking, the greater the chance that your destination will actually be sold.

7. Make it clear who your destination is for

“For everyone” is rarely a strong positioning. Help travel agents quickly make the right match. Is your destination ideal for families, active couples, foodies, luxury travellers or adventure seekers? The more clearly you define these profiles, the easier it becomes for a travel agent to connect the right destination with the right client.

8. Give them something new to talk about

Don’t tell exactly the same story every year. A new flight connection, accommodation or attraction is a great reason to draw attention to your destination again, but it doesn’t always have to be something completely new.

Highlight a lesser-known region, focus on the low season or tap into a current travel trend, for example. This keeps your destination relevant throughout the year.

9. Turn a B2B event into an experience

Bring a piece of the destination to the travel agents through local gastronomy, music, a tasting or another fitting activity. They may not remember every figure from your presentation, but they will remember how your destination made them feel.

10. Listen at least as much as you talk

Travel agents speak to travellers every day, making them a valuable source of information. What questions are they getting? Which destinations are clients comparing? What are travellers unsure about?

Use sales visits, training sessions and events not only to share information, but also to gather insights. That feedback can only make your next campaign or B2B activation stronger.

From awareness to recommendation

Ultimately, that’s what good travel trade marketing is all about: not only making sure travel agents know your destination, but ensuring they spontaneously think of it when the right client is sitting in front of them.

At Thx.agency, we help tourism destinations and travel brands take that next step. From organising sales blitzes and training sessions to B2B events and FAM trips, we develop activations that help travel professionals not only get to know a destination, but also sell it with confidence. For more information, contact Kris at kris@thx.agency.