Why Trade Marketing Matters

In Europe, many travel decisions still flow through intermediaries. Tour operators select products for their catalogs. Agencies promote those products to their clients. Without support, your brand risks being one option among many, or worse, being left off the list.

Trade marketing makes sure your brand is positioned at the right moment. A special offer in an agency newsletter, a banner on a wholesaler’s portal, or a featured slot in a retailer’s campaign can influence thousands of bookings. The right campaign, built with the right partner, not only boosts sales in the short term but also strengthens long-term relationships with the trade.

Our Approach to Partnerships

Every campaign starts with listening. We begin by speaking with your existing trade partners and identifying new ones who align with your goals. We assess where your product fits best, what motivates partners, and what type of campaigns will bring the highest return.

From there, we design joint programs that are practical and measurable. A co-op campaign might include retail promotions, point-of-sale materials, or seasonal offers. It might involve digital campaigns where your product is featured on a partner’s booking site. It can also include in-store displays, training tie-ins, or tactical incentives for agents.

Whatever the format, the goal is always the same. We make sure your product is seen, understood, and chosen more often.

Building Campaigns That Deliver

One of the strengths of trade marketing is its ability to combine your brand message with the reach of a partner who already has a strong customer base. When a tour operator features you in their brochure, or when an agency highlights you in a client campaign, your exposure multiplies.

We manage the details that make these campaigns successful. We negotiate placements, create materials, coordinate launch dates, and oversee budgets. Most importantly, we track results so you know exactly what each partnership achieved.

A campaign is only valuable if it leads to measurable outcomes. That is why reporting is built into every step of our process. We monitor bookings, visibility, and engagement so you have a clear picture of impact.

Examples of What We Do

Imagine a destination that wants to raise awareness in the French market. We could partner with a major tour operator to feature the destination in a spring campaign. This might include a co-branded landing page, dedicated email sends, and point-of-sale displays in agency windows. At the same time, we could run an incentive for agents who sell the destination, rewarding those who reach booking targets.

Or consider a hotel group wanting stronger placement in Benelux. We might develop a campaign with a retail network that promotes package stays during a key season. The campaign could include training sessions for agency staff, co-funded digital ads, and joint social media posts.

These types of partnerships give both sides value. The partner gains a compelling offer for their clients, while you gain exposure and bookings supported by clear reporting.

Relationships at the Core

Trade marketing is not just transactional. It is relational. A campaign is an opportunity to deepen trust with the trade. When operators and agencies see that you are willing to invest in joint activity and support their sales, they become more committed to your product.

We make sure every campaign is handled with professionalism and respect for the partner. Clear briefs, reliable communication, and timely reporting build credibility. Over time, this credibility translates into stronger placement, more consistent promotion, and long-term loyalty.

Tailored for Each Market

Not all markets respond in the same way. A co-op campaign that works in France may not resonate in Germany or Italy. We tailor our trade marketing approach to local habits and preferences. In some regions, digital campaigns and online booking tools are most effective. In others, traditional point-of-sale displays or printed brochures still hold weight.

Our role is to match your brand with the right tactic in each market. This targeted approach ensures that budgets are used wisely and that results are aligned with local buyer behavior.

Measuring Success

Transparency is central to how we work. At the end of every campaign, you receive a report that shows what was done, what was spent, and what was achieved. This includes visibility metrics, engagement figures, and booking results where available.

By comparing campaigns across partners and markets, you gain insight into what works best. This helps you refine future strategies and invest with confidence.

Who Benefits Most

Trade marketing and partnerships are especially valuable for destinations, DMOs, and DMCs that want quick visibility in crowded markets. Hotels and resorts benefit by securing placement in operator catalogs and retail promotions. Cruise and rail companies can use campaigns to push seasonal offers. Attractions and experiences can align with agencies to drive group bookings.

Any tourism brand that depends on distribution partners gains by working with us to design and deliver joint campaigns.