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Hotel Pricing & Strategies for Offline Travel Agents in India

Pricing & Strategies for Working with Offline Travel Agents in India

Pricing & Strategies for Working with Offline Travel Agents in India

After two decades in the hospitality industry, I’ve learned that mastering hotel pricing strategies is crucial for success, especially when it comes to working with offline travel agents in India. For resorts and properties in destination locations, the support of offline travel agents in India is not just beneficial—it’s essential for thriving in a competitive market.

Throughout my career, I’ve seen firsthand how the ability to craft compelling rates for these partners can dramatically impact a property’s revenue goals. But it’s not just about the bookings they bring directly. Offline Travel agents in India provide invaluable exposure by suggesting your hotel to their customers and including it in their itineraries, creating a powerful “billboard effect” that can drive bookings through various channels.

Understanding the Offline Travel Agent in India

Before diving into specific pricing strategies, it’s essential to understand the different types of offline travel agents you’ll be working with and the unique value they bring to your property.

Offline B2B Travel Agents

Business-to-Business (B2B) travel agents are powerhouses in the industry, acting as intermediaries between hotels and other businesses or travel agents. They often deal in bulk bookings and have extensive networks that can significantly impact your occupancy rates. Because of their volume potentials, these agents typically require lower rates.

How B2B Travel Agents Work

Offline B2C Travel Agents

Business-to-Consumer (B2C) travel agents work directly with end consumers. These agents often have a more personal relationship with their clients and can influence travel decisions based on their expertise and recommendations.

How B2C Travel Agents Work

Destination Management Companies (DMCs)

DMCs are specialized service providers offering comprehensive travel planning for specific destinations. Their in-depth local knowledge can be a significant asset in attracting and satisfying guests.

How Destination Management Companies Work

While there are several other types of offline travel agents in India catering to various niches and market segments, for the purpose of this guide, we will focus primarily on B2B travel agents, B2C travel agents, and Destination Management Companies (DMCs), as these are the most common and impactful for most hotels and resorts.

Some of you may have questions about the exact differences between a travel agent and a tour operator. For those seeking clarity on this topic, I suggest reading our article “Unraveling the Vital Difference Between Tour Operators and Travel Agents

Exposure and the Billboard Effect the Offline Travel Agents Bring In

Travel agents give your property exposure by suggesting it to their customers and including it in their itineraries. This creates a powerful “billboard effect” that can drive bookings through various channels. It’s important to recognize that a booking might not always come directly through the agent. Due to this billboard effect, bookings may flow directly or through OTAs as well.

Effective Pricing Strategies

Now, let’s delve into some effective pricing strategies that have consistently helped maximize revenue while maintaining strong relationships with agent partners.

Sample pricing structure for offline travel agents in India

Special Services and Facilities for Travel Agents

Offering unique amenities and services can significantly enhance your appeal to travel agents and set your property apart from competitors.

Building Strong Relationships with Offline Travel Agents

Success in the hospitality industry is built on strong relationships, particularly when it comes to working with travel agents.

Itinerary Inclusion

Getting your property included in a travel agent’s itinerary is crucial for securing bookings. It’s not enough to just have a relationship with the agency’s manager or owner. Make sure your property is featured in their standard packages and suggested itineraries.

Rate Parity Considerations

Maintaining rate parity across different channels is crucial for building trust with your offline travel agent partners and avoiding conflicts. Customers often rate shop, checking your hotel’s website or calling directly. It’s critical to ensure rate parity at this point. If an agent discovers that you’re offering lower rates directly, they may become frustrated and stop promoting your property.

Relationships at All Levels

While it’s important to cultivate relationships with agency owners and managers, don’t overlook the frontline agents. These are the individuals who interact directly with potential guests and make recommendations. Building strong relationships at all levels of an agency can significantly increase your chances of being recommended to clients.

Conclusion

Mastering the art of pricing and relationship management with travel agents is crucial for success in the hospitality industry, especially for resorts and destination properties. The strategies shared here – from differentiated pricing for B2B and B2C agents to creating compelling incentive programs – have been refined through years of practical experience.

Remember, success is not just about offering the lowest rates. It’s about understanding the needs of different types of agents, providing value beyond just a room, and building lasting relationships at all levels of travel agencies. Recognize the powerful billboard effect that travel agents create and ensure rate parity to maintain their trust and continued promotion of your property.

By implementing these strategies and continuously adapting to the changing landscape of the travel industry, you can significantly boost your hotel’s performance and profitability. Start by reviewing your current pricing structure and agent relationships, and identify areas where you can add value or improve communication. Every step towards better agent management can lead to significant improvements in your hotel’s success.


About the Author: Azhar Umar is a seasoned hospitality professional with over two decades of experience in the industry. As a former hotelier and current CEO of Zarnik, a leading B2B e-commerce platform for hotel supplies, Azhar brings a wealth of practical knowledge in hotel operations, revenue management, and travel agent partnerships. His insights are drawn from years of hands-on experience working with various types of travel agents and optimizing pricing strategies for hotels across India.

Do you have questions about working with offline travel agents or need further clarification on any points discussed in this article? We encourage you to leave a comment below. If you’d like to connect professionally or discuss this topic further, you can reach out to Azhar on LinkedIn. He’s always eager to share insights and help industry professionals navigate the complexities of travel agent partnerships.

https://www.linkedin.com/in/azharumar

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