Hubspot Partner Success WorkshopCreating a Sales Funnel and Inbound Marketing Strategy

for the Travel Vertical1/24/13

Marketing and Distribution

Enterprise Development

Destination Development

Partnership Building

-Strategic Planning-Product Development

- Investment Promotion

-Resource Conservation

-Public-Private-Residents

-Tourism Clusters- Industry Associations- International Partners

-Business Planning- Investment Promotion

-Skills Training-Sustainability Criteria

-Branding & Storytelling

- Interactive / Online-Social Media / PR-Trade Distribution

Organizational Background

Solimar works with our destination partners to convert travelers and travel trade by generating and engaging leads at every stage of the buying cycle. A large audience responds to initial awareness activities, then moves through a “funnel” to become a narrow set of high-value leads. Trade partners are the ones who will travel to or help to sell the destination.

Introduce traveler to your destination and inspire them to learn more

Develop relationship with traveler through interactive media and personalized communications

Pass qualified lead to trade partner whose product aligns with traveler’s expectations

Convert traveler into a satisfied customer and future destination brand ambassador

Find trade partners best positioned to sell your destination

Educate trade partner about destination’s products and motivate them to be enthusiastic sellers

Providing high quality sales tools to the trade and refer leads to your most engaged partners

Convert trade into enthusiastic destination sales partners

Traveler Funnel Travel Trade Funnel

“I want to go on a rustic European holiday.”

“What makes Douro unique?”“How could I spend my time in Douro?”“Douro is the right place for my holiday.”

“Where am I going to stay in Douro?”“How am I going to get to Douro?”

“I am having an amazing time on this wine tour in Douro Valley. Everyone else should come next time!”

• Optimize website with keywords• Improve search rankings• Create a blog• Launch social media campaign

• Offer travel planning guides• Distribute a regular newsletter or e-blast• “Chat with a destination expert”

• Refer lead to qualified sales partner to facilitate final booking

• Share experience on social media• Review businesses and locations

Our targeted, segmented traveler marketing initiatives follow the traditional, logical travel buying cycle: dreaming, deciding, planning, booking, and experiencing. Our process raises traveler awareness about your destination, inspires and engages travelers at all stages of the buying cycle, and passes sales leads to trusted trade partners to book their trip.

Traveler Mindset Traveler Marketing Activities

“I need new destinations to sell but what makes Douro unique?”

“I’d like to know more about Douro so that I can offer it to my clients”

“I know that Douro is an incredible destination but I’m having trouble selling it to travelers.”

Convert traveler to satisfied customer and a brand ambassador who actively promotes your destination

• Identify ideal trade partners• Make initial calls/visits to gauge

interest/ability

• Educational webinars• FAM trips• Destination Specialist Program

• Provide high quality sales tools• Generate qualified leads with

actionable intelligence

Our trade outreach is about creating sales partners that are as motivated to promote your destination as you are. We help destinations create a network of partners that participate in traveler marketing to expand the reach of your campaign and improve their ability to make sales.

• Promote your brand and products on partner platforms (website, social media, print, etc.)

Trade Partners Mindset Trade Marketing Activities

Final Advice – Just Jump In