Travel Industry Sales Header

TRAVEL INDUSTRY SALES

The Travel Industry Sales (TIS) team works closely with domestic and international travel agents, tour operators and receptive operators to provide destination information to position Greater Palm Springs as a premier leisure travel market. Through sales efforts such as FAM tours, destination trainings, webinars, marketing promotions, sales missions and trade shows, TIS ensures that Greater Palm Springs stands out as a unique travel destination worldwide.

TIS strategy and focus continue to evolve on key domestic and international markets through various areas, such as new flight service, consumer trends, media exposure, data and research, and international representation. One-on-one meetings with key clients, hosting FAMS, promoting our online training modules via Brand USA and Visit California along with marketing co-ops remain a top focus. In addition, TIS and PR/Marketing have aligned marketing budgets to capture consumer awareness and stimulate direct bookings in established and potential markets.

To ensure our efforts are focused and aligned with the Destination Development Plan, TIS categorizes the leisure markets as follows:

TIS Sales Chart 2018

  • 2019 Objectives & Goals

    Improve ROI based on key measurable quantitative and qualitative goals:

    • Develop new business via bookable packages, listing or itinerary featured by tour operators, consortia or OTA previously not promoting Greater Palm Springs or a Partner as a bookable option to their clients; or the development of a new itinerary featuring Greater Palm Springs or a Partner with an existing client.
       
    • Drive trade client traffic to the CVB’s Travel Trade web page to provide destination assets and information.
       
    • Host memorable in-market client events and experiences to engage clients directly through our brand culture.
       
    • Meet face-to-face with travel professionals by attending trade shows, conducting sales missions, client events, product trainings, webinars, hosted FAM tours and site inspections.
       
    • Implement domestic and international trade cooperative campaigns through online, out-of-home, advertising, in-store promotions, etc.
       
    • Conduct 100 programs in 2019 consisting of hosting FAMs and/or site inspections, attending trade shows, sales missions, client meetings or client events, conducting trainings, webinars and educational seminars for clients.
       
    • Partner engagement via surveys and one-on-one meetings for feedback on specific needs and interests with regards to TIS activities and strategy. To understand current business levels from source markets and desired support from TIS and the CVB. Hosting key clients in destination to provide a personal destination experience and allow Partners an opportunity to meet clients face-to-face.
       
    • Implement brand image and messaging into TIS sales activities and trade co-op marketing campaigns by working closely with the CVB’s Marketing & Communication’s team. Measurable international and domestic co-op campaigns will be reviewed between each department as well as our contracted international offices to identify enhancements through collaborative efforts.
       
    • Collaborate with our international offices to develop new, creative sales and marketing tactics targeting the top and highest potential clientele.


DOMESTIC MARKETS

Our efforts in domestic markets are vital to our destination’s success. The CVB has proactively targeted travel agents and tour operators in our primary drive and direct flight markets with sales missions, client events and destination trainings. Our key accounts for the leisure sector are AAA, luxury consortia and airline vacations, as well as tour operators focused on FIT and group travel.

Travel trade support for airlines servicing Palm Springs International Airport primarily center around the airline’s vacation department and hosting client visits. Educational training initiatives and programs are routinely aimed at Allegiant Airlines, JetBlue Getaways, WestJet Vacations, Sun Country Vacations, Southwest Vacations and United Vacations through Mark Travel, as well as Delta Vacations through MLT Vacations.

The CVB will also continue our focus on travel agent associations such as YTP in Canada, MAST in the Midwest, Millennials in Travel, So Cal ASTA and MAPTA in the New York region.

  • United States

    CVB Strategy & Focus
    Due to reach of direct to consumer marketing, strong bookings directly with OTA’s and brand websites, the CVB primarily focuses on consortia, AAA and airline reservation centers.

    Airlines
    Ten airlines serve the Palm Springs International Airport with non-stop flights to several major destinations which include major hubs offering travel possibilities to over five hundred cities worldwide. The CVB works directly with the carriers to promote Greater Palm Springs with both direct to consumer marketing, travel trade marketing and call center / agent trainings.

    CVB Strategy

    • Work closely with the CVB’s marketing team to coordinate marketing, trainings and client events.
    • Host reservationist from call centers and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Dedicated missions to call centers for destination training and client events
    • Encouraging airlines to include as many GPS Partners as possible.


    Partner Strategy

    • Participation in FAMS and industry events.
    • Work w/ CVB’s media team on marketing co-ops
    • Client exposure via U.S. Travel’s IPW and CVB missions


    Consortia
    In travel and tourism, a consortium refers to an organization made up of independent travel agents and agencies. Agents and agencies must meet a threshold sales volume requirement in order to be invited to join a consortium. Member benefits include marketing programs, commission overrides, agent training and education, FAM trips, technical tools, client referrals and networking opportunities. Consortia negotiate with hotels, resorts, cruise lines and other suppliers on behalf of their agent members.

    The resulting "preferred supplier" relationship benefits agency clients in the form of upgrades, room amenities and special promotions not available to the general public. Seventy-seven percent of travel agencies belong to a consortium, with Travel Leaders Network being the most popular by far. The next most popular consortium overall is Virtuoso, followed by The Signature Travel Network.

    Greater Palm Springs CVB is a member of Virtuoso and Signature Travel.

    Partner Benefits

    • Require lower commission (usually 10-12%) compared to OTA’s (usually up to 15-30%).
    • Higher average daily rate
    • Increase usage of hotel restaurants and facilities.


    CVB Strategy

    • Work closely with Visit California as they are also a preferred member with Virtuoso.
    • Host travel professional FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Effective utilization of marketing opportunities and webinar training provided in the Virtuoso and Signature Travel contracts.
    • Promote destination’s “only in Greater Palm Springs” experiences and accommodations.


    Partner Strategy

    • Participation in client FAMS and in-market client events.
    • Maintain an accurate listing on the GDS,
    • Note that the majority travel agents are not required to only book hotels in their portfolio. They are free to book any hotel regardless of membership status.
    • Client exposure via CVB’s sales missions, Virtuoso Travel Week, Signature Travel Annual Conference, GTM West and CVB’s Los Angeles client events


    AAA
    The American Automobile Association (AAA) is a federation of motor clubs throughout North America. AAA is a privately held national member association, and service business with over 58 million members in the United States and Canada. AAA provides services to its members, including roadside assistance and others. Members belong to one of 42 individual clubs and the clubs in turn own AAA. The two largest AAA clubs by membership are the Automobile Club of Southern California and Auto Club South.

    CVB Strategy

    • Host travel professional FAMS.
    • Client events in-market w/ key AAA clients.
    • Personal sales calls focusing on the following AAA clubs:
      • Automobile Club of Southern California (Inyo, Imperial, Kern, Los Angeles, Mono, Orange, Riverside, San Bernardino, San Diego, San Luis Obispo, Santa Barbara, Tulare, and Ventura counties)
      • AAA Arizona
      • AAA Washington (Washington & Northern Idaho)
      • AAA Oregon & Idaho (Oregon & Southern Idaho)
      • AAA Northern California, Nevada & Utah (Alameda, Alpine, Amador, Butte, Calaveras, Colusa, Contra Costa, Del Norte, El Dorado, Fresno, Glenn, Humboldt, Kings, Lake, Lassen, Madera, Marin, Mariposa, Mendocino, Merced, Modoc, Monterey, Napa, Nevada, Placer, Plumas, Sacramento, San Benito, San Francisco, San Joaquin, San Mateo, Santa Clara, Santa Cruz, Shasta, Sierra, Siskiyou, Solano, Sonoma, Stanislaus, Sutter, Tehama, Trinity, Tuolumne, Yolo and Yuba counties) Nevada and Utah


    Partner Strategy

    • Participation in client FAMS and in-market client events.
    • Maintain an accurate listing on the GDS,
    • Client exposure via CVB missions and Los Angeles client events


INTERNATIONAL MARKETS

The international markets are vital for our destination as their primary travel period encompasses our summer months. These travelers typically have a longer length of stay, open to any stay pattern and greater spend as well. The CVB will continue to have a strong focus on top international markets such as Canada, but our largest potential summer growth sector is the overseas markets.

In 2018, the CVB initiated a marketing alliance with Santa Monica and San Diego to promote fly-drive/multi-destination itineraries to the German & UK markets. The success of this new marketing initiative will allow further expansion in 2019 into new markets as well as new alliances with additional California regional CVBs.

The CVB works very closely with Visit California and their 13 international offices. This alliance provides crucial guidance in strategy and marketing efforts that we would not be able to accomplish as successfully on our own.

The CVB contracts with five offices in-market for trade representation: Australia, China, France, Germany and the United Kingdom while conducting many other ad-hoc programs with offices in South Korea, India and Scandinavia. Our contracted offices perform trainings, conduct client meetings, initiate marketing campaigns and provide market intelligence. Visa-Vue data shows the destination’s top international markets by spend, confirming our dedication to Canada, China, United Kingdom, Australia, Germany and France.

You can review additional opportunities and market research at the Visit California industry site.

The two VisaVue charts below show Visa (credit card, debit cards, etc.) transactions from International visitors while in Greater Palm Springs. Data is categorized in many ways, including by cardholder’s address and country.

VisaVue chart top countries by spend amount

VisaVue chart top countries spending year over year

  • Australia

    Australia is a mature market with the US now the number one long haul for both visitation destination and intent to travel. California continues to enjoy the lion’s share of Australian travel with 44% of visitors to the USA.

    CVB Strategy

    • Contracted office in Australia…Gate 7
    • Visit California sales mission and trade shows
    • Host travel professionals and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with key operators
    • Hosting of annual in-market client events
    • Increase Greater Palm Springs product available for travel agents and consumers to book
    • Work closely with Virtuoso agents in Australia to promote unique experiences


    Partner Strategy

    • Contracts with major tour operators (Flight Centre & Helloworld claim 60% of the market) and consortia as 70% of bookings still come via brick and mortar travel agencies
    • Contracts: midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional nightly resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions
    • Participation in FAMS and industry events
    • Client exposure via U.S. Travel’s IPW and Visit California’s Australia Mission
  • Canada

    California’s North American neighbor remains a formative force in state’s tourism economy. The United States is the top travel destination for Canadians by far, and California is easily the country’s most-visited state. Canadian travelers are continuously drawn back to California, where an abundance of unique offerings fosters myriad repeat visitation opportunities.

    CVB Strategy

    • Visit California sales mission and trade shows
    • Host travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with key operators
    • Hosting of annual in-market client events
    • Work closely with CVB’s marketing team to promote new experiences as well as only in Greater Palm Springs activities


    Partner Strategy

    • Contracts with major receptive tour operators and Canada based airlines
    • Contracts: midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional nightly resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions
    • Participation in FAMS and industry events
    • Client exposure via U.S. Travel’s IPW, CVB’s Canada Mission and Visit California’s Canada Mission
  • China

    2018 Visit California - ChinaChina is projected to surpass Canada in arrivals to California by 2020 and remains a critical focus for the CVB along with our office in China. 87% of China’s outbound travelers are now under 40 years old, which creates a wonderful opportunity for Greater Palm Springs to capture more market share due to the destination’s attributes.

    CVB Strategy

    • Contracted office in Shanghai…Aviareps
    • Annual Club California trainings in China
    • Host travel professionals and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Explore MICE opportunities
    • Affluent and family market focus in Shanghai and Beijing
    • Promote fly/drive with Zuzuche.com
    • Work with CVB’s media team to form synergy with our new WeChat channel


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional China-based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Work with CVB’s media team on KOI’s and FAMS
    • OTA presence
    • “China Ready” amenities
    • Mandarin speaking staff
    • Acceptance of payments via Union Pay and WeChat
    • Client exposure via U.S. Travel’s IPW, Visit California’s China Sales Mission, Go West Summit, RTO West, Active America China and CVB’s Los Angeles client events
  • France

    France has long been one of California’s leading international markets. The French consumer to California is highly motivated to visit gateways cities, but shows a high interest in California’s deserts and outdoor adventure destinations. Through recent exposure from the filming of Raid Amazone and Ms. France, Greater Palm Springs is enjoying strong growth in travel from France.

    CVB France Strategy

    • Contracted office in Paris…mN’Organisation
    • Annual Club California trainings and Air France Training Day in France
    • Host travel professionals and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Promote outdoor adventure, arts and culture, architecture and one-of-a-kind experiences in GPS
    • Introduce new and unique products in GPS
    • Visit USA France membership


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional France based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Contribute to CVB prize giveaway requests for trainings, events, trade shows and missions to receive in-market recognition
    • Client exposure via U.S. Travel’s IPW, Top Resa, ILTM, Visit California’s France Sales Mission
  • Germany

    Germany, where traditional tour operator bookings outnumber online travel agency bookings four to one, investment in travel trade goes a long way. Despite the projected slow in travel in the short term, the potential for growth still exists in a country that promotes vacation as a priority and where workers enjoy extended time off.

    CVB Strategy

    • Contracted office in Frankfurt…Msi
    • Annual Visit USA Germany, Brand USA trainings in Germany and Switzerland
    • Host travel professionals and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Promote fly/drive packages with key operators including the promotion of the Southern California Triangle with San Diego and Santa Monica


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional German-based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, Waived or optional nightly resort charge. Yielded rates versus blackout dates. Third or fourth night free. Periodic promotions.
    • Enhanced brochure listings
    • Participation in FAMS, missions, trade shows, client events when possible
    • Contribute to CVB prize giveaway requests for trainings, events, trade shows and missions to receive in-market recognition
    • Client exposure via U.S. Travel’s IPW, Visit California’s German Sales Mission, ITB Berlin, Go West Summit, CVB’s Los Angeles client events, ILTM and RTO West
  • India

    India projects to be “the next China” in terms of visitation to California and the CVB has already begun planting roots and cultivating relationships through our participation in a recent Visit California CEO Mission, hosting a Global Ready India seminar for the destination’s Partners and partnering with Visit California’s office in India on ad-hoc marketing and training projects.

    CVB India Strategy

    • Work closely with Visit California’s contracted office in India, Sartha Marketing, on ad-hoc representation for marketing and product development
    • Hosting travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Work with CVB’s media team to attract KOI’s and relate to Indian travel trade for bookings
    • Attend our first sales mission to India in 2020
    • Complete market analysis through Visit California to determine current Greater Palm Springs product availability


    India Partner Strategy

    • Contracts with major receptive tour operators and key traditional Korean based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Work with CVB’s media team on KOI’s and FAMS
    • Client exposure via U.S. Travel’s IPW and Visit California’s India Sales Mission
  • Italy

    In an Italian market in which consumers’ propensity to travel is steadily on the rise, California remains a particularly desirable destination for newlyweds. Tour operators who book tailor-made itineraries generally perform well, with honeymoon packages among the best sellers for them. In general, luxury or upscale packages combine California with other U.S. destinations.

    CVB Italy Strategy

    • Work closely with Visit California’s contracted office in Italy, Aviareps and previous representation office, Master Consulting, on ad-hoc representation for marketing and product development, particularly honeymoon packages
    • Work with tour operators to create more overnight packages
    • Host travel professionals and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Encouraging new itinerary development with tour operators
    • Monitor potential of pre-clearance services in Rome and Milan


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional Italy based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Client exposure via U.S. Travel’s IPW, ILTM and Showcase Italy
  • Japan

    Though one of California’s oldest markets, Japanese travelers are largely focused inward on rediscovering their own country thanks to improved tourism product and infrastructure in preparation for the Tokyo 2020 Olympics. Still, all of the country’s largest 25 tour operators carry significantly more influence given the language barrier, and all package and sell California.

    CVB Strategy

    • Work closely with Visit California’s contracted office in Tokyo, Aviareps, on ad-hoc representation for marketing and product development
    • Host travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Encouraging new itinerary development with tour operators
    • Work with CVB’s media team to attract KOI’s and relate to Japanese travel trade for bookings


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional Korean based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Work with CVB’s media team on KOI’s and FAMS
    • Client exposure via U.S. Travel’s IPW, Visit California’s Japan Sales Mission, RTO West and CVB’s Los Angeles client events
  • Mexico

    Mexico has remained California’s undisputed No. 1 international market, responsible for more than 40 percent of all international trips to the Golden State annually. California’s southern neighbor is its biggest tourism driver, and California continues to roll out the red carpet for Mexican travelers and leverage the state’s “everyone is welcome” culture to continue to entice visitors.

    CVB Strategy

    • Work closely with Visit California’s contracted office in Mexico on ad-hoc representation for marketing and product development
    • Host travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California, including possible marketing at the CBX
    • Work closely with Mexico based airlines Volaris and Aero Mexico to ensure the destination is represented with appropriate product
    • Strategic promotion to the family market, which can be broken down into 11 different sub-groups, from traditional to multi-generational as well as the luxury travel market


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional Mexico based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Appropriate online exposure with airlines and OTA’s due to high propensity to book via these channels
    • Client exposure via U.S. Travel’s IPW, Visit California’s Mexico Sales Mission and CVB’s Los Angeles client events
  • Scandinavia

    The Scandinavian countries of Sweden, Norway, Finland and Denmark constitute a small but important market for California. With six weeks of paid vacation annually, Scandinavians are heavily incentivized to explore the rest of the world. The proximity to so much of that rest of the world – Europe, Asia and the East Coast – makes California a longer haul. Still, Scandinavians are responsible for approximately half a billion in travel spending dollars annually.

    CVB Strategy

    • Work closely with Visit California’s contracted office in Copenhagen, Atlantic Link, on ad-hoc representation for marketing and product development, particularly honeymoon packages
    • Create more overnight packages
    • Host travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Complete market analysis through Visit California to determine current Greater Palm Springs product availability


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional Scandavia based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • High digital presence as brochures are least effective unlike other European countries
    • Client exposure via U.S. Travel’s IPW, Discover America Denmark Trade Show, FDM and Swanson’s consumer shows
  • South Korea

    South Korea is the second largest outbound market in Asia, supported by 56 nonstop flights from four airlines into two California gateways weekly. Mobile is king in the South Korean outbound travel market. Despite recent political challenges, South Korea travel continues to grow, fueled by the growth of free independent travel and the shift from cookie-cutter tour products to authentic, inspirational and experiential travel.

    CVB Strategy

    • Work closely with Visit California’s contracted office in Seoul, Aviareps, on ad-hoc representation for marketing and product development
    • Host travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with Visit California
    • Work with CVB’s media team to attract KOI’s and relate to Korean travel trade for bookings


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional Korean based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Work with CVB’s media team on KOI’s and FAMS
    • Client exposure via U.S. Travel’s IPW, Visit California Korea Sales Mission, CVB’s Los Angeles client events and RTO West
    • Enhanced social media marketing as South Korea leads all other countries in social media and mobile usage
  • United Kingdom

    The UK is California’s second largest overseas market which contributed $1billion to the state’s economy in 2017 and one of the largest overseas market for Greater Palm Springs. Travel agents and tour operators continue to be a key component of the UK and Irish travel industry while packages remain popular accounting for 60% of all bookings.

    CVB Strategy

    • Contracted office in the UK…Black Diamond
    • Visit California sales missions and World Travel Market
    • Host travel professional and Product Manager FAMS
    • Promote Greater Palm Springs’ California Star online training module
    • Marketing co-ops with key operators including the promotion of the Southern California Triangle with San Diego and Santa Monica
    • Hosting of annual in-market client events
    • Trade partnerships focusing on affluent and family segments, including millennials with children
    • Greater focus on Ireland with agent trainings, consumer shows and Visit USA Ireland membership
    • Target operators only including a one-night stay and extend to two or three nights


    Partner Strategy

    • Contracts with major receptive tour operators and key traditional UK based operators. Midweek (S-T) vs weekend rates (F-S), competitive rates with your comp-set, complimentary breakfast/continental breakfast, wi-fi and self-parking, waived or optional night resort charge, yielded rates versus blackout dates, third or fourth night free, periodic promotions.
    • Participation in FAMS and industry events
    • Contribute to CVB prize giveaway requests for trainings, events, trade shows and missions to receive in-market recognition
    • Client exposure via U.S. Travel’s IPW, World Travel Market, Visit California’s UK Sales Mission, CVB’s UK Golf Day, Go West Summit and ILTM


GOLF TOURISM & MOTOR COACH MARKETS

Golf Market: Golf plays an important part in our destination’s status worldwide. The CVB is a member of IAGTO --- International Association of Golf Tour Operators, an industry golf association for golf tour operators and suppliers. Our destination was voted the No. 1 North American Golf Destination in 2012 by our clients. The CVB has a seat on IAGTO’s USA Advisory Board and has worked closely with the organization on surveys and member benefits.

In 2019, Greater Palm Springs CVB will continue to work closely with our local courses and resorts, educating them on IAGTO’s services and the needs of the international golf tour operator community. We will also continue our participation with Brand USA golf tourism efforts and key golf tour operators with familiarization tours and one-on-one meetings.

Motor Coach Market: The CVB is a member of the National Tour Association (NTA), which provides an opportunity for companies interested in the tour market to have access to research and directories of motor coach tour operators. Greater Palm Springs is promoted through NTA listing and in guide books.


ENHANCED MARKETING & PRODUCT DEVELOPMENT

In our industry, we need to find unique ways to be in the forefront of our clients. Our clients sell destinations all over the world, so it is important for us to make sure they are as knowledgeable on our area as possible. In order to impact the travel trade worldwide, we need to be creative in conveying our destination’s story. In 2019, TIS will continue to involve Partners in marketing efforts, from in-market hosting to tradeshows and sales missions and FAMs. An emphasis will be placed on webinars, cooperative marketing efforts in key international markets and hosting FAMS for key clients.

  • Travel Trade Campaigns

    Travel trade campaigns are multi-leveled promotions that bring awareness to the consumer as well as travel agents. These promotions include direct mail, banner ads, social media components, destination landing pages, print advertising, travel agent booking incentives and email newsletters. For our international campaigns, the CVB has partnered with other California destinations to combine dollars and showcase regional itineraries that a consumer might book for their vacation. The international consumers visit multiple locations during their stays, so it is beneficial for cities to work together to create target messaging as well as useful information for the traveler.

  • Travel Professionals Month – Agents of Chill

    October is “Travel Professionals Appreciation Month,” designed to encourage clients to experience the destination. The CVB branded the campaign “Agents of Chill” and offers exclusive offers for agents to “Chill.” Promotion for Travel Professionals Appreciation month occurs all 12 months of the year and includes a dedicated webpage and promotion during sales missions and tradeshows.

  • Destination Training & Webinars

    Webinars offer agents the opportunity for education on their own time and in the comfort of their office space. The CVB is able to reach a broader audience and allow Partners to participate in this cost-effective way of educating the travel trade industry. We will continue our destination trainings in tour operator and airline call centers as well as our online modules with Visit California and Brand USA. These online training tools also provide opportunities for direct marketing to agents completing the destination’s training modules. We also join Visit California in their annual Club California series hosted in select international markets.

  • Tour Brochures & Websites

    Many international countries still rely on tour brochures as their main selling tool, especially in the European markets. The CVB reviews many of our clients’ tour brochures to make sure Greater Palm Springs is positioned in a way that will attract bookings. The CVB also pays special attention to travel company websites to ensure Greater Palm Springs can easily be found online and that the images, as well as the copy, accurately portray the overall destination.

  • Tradeshows

    CVB participation in industry tradeshows is crucial. To name just a few, in 2019 we will be attending U.S. Travel’s IPW, World Travel Market, ITB, Signature Travel Conference, RTO West and Virtuoso Travel Week. These are appointment-based shows in which pre-scheduled appointments allow us to showcase new offerings to current top accounts, as well as reach potential new customers. As home-based agents increase, virtual tradeshows are a way of the future. CVB participates in a virtual tradeshow where our “virtual booth” features interactive live chat sessions with agents, destination videos, web links, information and brochures.


SALES MISSIONS & CLIENT EVENTS

Sales missions and client events give us face-to-face contact with clients to develop and build stronger relationships, as well as discuss products featured in each client’s portfolios. In 2019, TIS will continue to create synergy between our brand pillars and brand voice in all client interactions and events. With many other destinations competing for clients, the CVB creates a highly memorable environment that results in professionals encouraging their clients to visit.


FAM TOURS & SITE INSPECTIONS

FAM and site inspections are critical for our destination and are often the most impactful sales promotion tool available. By hosting FAMs and/or client site inspections, TIS is able to connect personally with our clients and create memorable experiences that, in turn, allow the travel professional to promote and sell the destination from firsthand knowledge.