What is an inbound tour operator?
An inbound tour operator is a type of travel business that organises and manages travel services for international travellers looking to explore a destination.
Also known as ITOs, inbound tour operators collaborate with local travel businesses and transport operators to facilitate and coordinate organised tours for inbound tourists. What is inbound tourism? It’s simply the act of a traveller visiting a country that isn’t their own.
ITOs are often referred to as domestic tour operators or ground tour operators because that might be a more accurate description of what they do: they’re on the ground, organising tours in specific destinations, for clients who aren’t familiar with the area.
What is the difference between an outbound and inbound tour operator?
Now that we have an inbound tour operator definition, what is an inbound vs outbound operator? Outbound tour operators are simply the companies that organise trips to destinations other than their own.
In this guide we’ll focus on inbound tour operators (ITOs), and how a hotel can capitalise on the incredible opportunities that these companies present.
The value of inbound tour operators to hotels
Why are ITOs so valuable to hotels? Because a lot of people book travel through inbound tour operators, meaning they organise beds for a lot of tourists. By partnering with an ITO, you gain access to the hundreds, potentially thousands of tourists that the company needs to arrange accommodation for.
Why inbound tourism is booming
The inbound tourism industry is booming because travellers are becoming more aware of the value of local knowledge. An ITO brings a deep understanding of their region, so the traveller has the potential to enjoy a more authentic and interesting travel experience.
There are other reasons too:
- Increased global connectivity, including more affordable flights, has made international travel more accessible than ever.
- A fast-growing global middle class has the disposable income for international travel.
- An increased awareness of global cultures has led to more people seeking out authentic, immersive travel experiences.
Advantages of hotels partnering with inbound tour operators
ITOs grant you access to/increase your visibility in a high-value travel market. What’s more, tour groups can fill your hotel mid-week, as international tourists tend to have less of a weekend focus.
Unleash the power of ITOs with SiteMinder
SiteMinder offers complete integration with a number of ITOs and ITO-focused booking platforms, allowing your hotel to capitalise on the wealth of travellers that inbound tour operators organise itineraries for.
Inbound tour operator examples
What exactly does an ITO look like? Some of the world’s best inbound tour operators include:
- Perla Tours: Based in Barcelona, this ITO prides itself on its knowledge of the Mediterranean, and offers distinctly local tours to international travellers.
- Bonotel Exclusive Travel: The self-described leading ITO in North America gives its hotel partners access to 2600 travel agencies from around the world.
- Travel Addicts Limited: This New Zealand-based company offers group, solo, adventure, cultural and totally customised tours of its remote corner of the world.
- Eurotours: Organising holidays for more than one million travellers every year, Eurotours is prominent in Austria and its surrounding neighbours.
- Neo Travel:Â This company has roots in Spain, Portugal, Andorra, Dominican Republic, Cuba and Mexico, offering tailored services to hotels and travellers alike.
Strategies to build successful partnerships with inbound tour operators
Building partnerships with ITOs requires some effort, but the rewards can be significant. The following strategies can help you to secure this valuable business:
Identify the right ITOs for your hotel
Focus on ITOs that target the same sort of traveller that you do. Work to align your offering with the needs of the ITO and its clientele, such as offering more flexible check-in/check-out times.
Negotiate contracts with inbound tour operators
Create clear agreements in terms of rates, commissions and cancellation policies, and be flexible where you can. Ultimately both you and the ITO should win in this partnership.
Integrate your hotel booking platform with your ITOs’ systems
Ensure your systems can connect seamlessly with inbound tour operator software. SiteMinder, for example, offers integration with services like Tourplan, which allow an ITO to book directly with you.
Create attractive inbound tour packages
Design packages specifically for the ITO and its clientele, such as combining a stay at your hotel with a local tour or experience.
Prepare inbound tour packages for off-peak seasons
Offer unique or discounted packages during low season to attract more bookings from ITOs.
Leverage ITOs to tap into niche markets
Collaborate with niche ITOs that focus on specific markets like eco-tourism, gastronomy or adventure, and to tailor your offerings to meet the preferences of these groups.
Use data from ITOs to personalise guest experiences
ITOs are a treasure trove of traveller data. Request access to insights on demographics, preferences and travel habits to craft a more personalised guest experience, from welcome amenities to tailored services.
Develop long-term loyalty programs with inbound tour operators
Encourage repeat business by establishing loyalty or incentive programs with ITOs, featuring enticing benefits that foster long-term partnerships, such as discounts for a certain number of rooms booked over a certain period.
Assess ITO performance with key indicators
By tracking key performance indicators (KPIs) like booking volume and revenue per booking, you can evaluate each ITO’s contribution to your business, and adjust your strategies as required.
How to maintain long-term relationships with inbound tour operators
You can maintain valuable, long-term relationships with ITOs in the same way you maintain relationships with other travel partners. You should:
- Communicate clearly and consistently, particularly if you need to update your rates or policies.
- Establish processes that guarantee you deliver high quality service to every ITO guest.
- Offer exclusive incentives that recognise the value that the ITO is contributing to your hotel.
- Collaborate with the ITO to create better, more memorable experiences for their travellers.
But how do you make sure your connections are strong, reliable, and effective?