Agents and product managers decide which hotels, destinations and DMCs reach travellers. Many brands still rely on a brochure or catalogue entry to explain themselves to these people. It is rarely enough.
Agents sell what they know
An agent who understands your product can explain it to a client in a minute. An agent who is unsure will recommend something familiar instead. Training turns awareness into knowledge, and knowledge into confidence when the client is sitting across the desk.
What good training looks like
It is short and practical. It covers what makes the product different, which clients it suits, and how to answer the objections clients raise. It lets agents ask questions and practise. It leaves them with a reference sheet they will actually use.
Live or online
Live sessions build relationships and hold attention. Webinars and recorded modules reach more people and can be watched again. Most brands do best with live sessions in priority markets and online modules everywhere else.
Examples
A regional tourism board ran roadshow trainings in France with quizzes and case studies instead of slide decks, and operators reported higher demand afterwards. A Mediterranean hotel chain made short scenario videos for German agencies, who used them as refreshers during the season. A DMC selling eco-tourism itineraries ran webinars with live questions, which helped operators understand the logistics well enough to add the trips to their catalogues.
Training and sales work together
Representation gets you into the operator’s office. Training makes sure their staff can sell you once you are in. Without it, a good sales meeting loses momentum within weeks.
How to tell if it worked
Track how many agents were trained and what they said about it. Where partners share data, compare bookings from trained and untrained agencies. Watch whether catalogue placement improves.
