Learn the Inbound Travel Steps to Success™

IITA’s Inbound Insider: Steps to Success™ program helps destinations and tourism suppliers successfully build international travel business by working with the travel trade. You’ll gain the knowledge and tools to work with U.S.-based Inbound Operators, who are your gateway to the international markets because they have vast networks of international  tour operators, travel agents and meetings/events buyers eager to sell the USA.

You’ll be able to develop and implement strategies tailored for your business and, ultimately, increase ROI and market share from key international travel trade partners for year over year growth when you need it.

Step 1, which is an overview of the who, what, why, and how of working with international markets, was first offered during the Washington Hospitality Association Conference.  All Steps will be offered virtually after the first of the year. Dates and details are below.

Participants who attend all three Steps and submit a one-pager for review will be awarded the IITA Stamp of Approval.

State of Washington Tourism Steps to Success 
STEP 1:  Introduction to Inbound Travel Trade

Date:  Wednesday, January 10, 2023
Time: 9:00AM  (PST)
Location: Virtual

Steps to Success Trainer:  Jennifer Ackerson, President, Alon Tourism Solutions

What You Learn:

Build your understanding of the global network of distributors that make up the international travel trade. Learn the who, what, where, why, and how to work effective with the international travel trade, expanding your business’s reach and visibility to new source markets increasing your customer base. Walk away with set guidelines and resources to enhance your ability to work effectively and efficiently with B2B inbound operators such as:

  • Understand the value of working with the international inbound market and how to harness them as a powerful partner to grow your business.
  • Learn step-by-step insights on how to prepare for this market including developing sellable products, services and operational resources that follow the protocols of working with the travel trade.
  • Gain a strategic understanding of the travel trade distribution channel and how to position it to your benefit.
  • Discover fundamental marketing strategies you can use to promote your products and service via the varied distribution channels of the travel trade
State of Washington Tourism Steps to Success 
STEP 2:  Laying the Groundwork

Date: Wednesday, January 31, 2024
Time: 9:00AM (PST)
Location: Virtual 

Steps to Success Trainer:  Jennifer Ackerson, President, Alon Tourism Solutions

What You Learn:

How to position your products to fit the needs of the travel trade to form B2B partnerships. Develop an understanding of the pricing and resource conventions required to make your products appear attractive to this market, ensuring you gain immediate traction and equitable partnerships.

  • Dive deeper into the various levels of the travel trade and their unique characteristics to begin to shape your inbound tourism development strategy.
  • See how to build a dynamic “business profile” that addresses requirements of a 3rd party seller of travel products and gets traction to sell your business more easily.
  • Learn what buzz words and influencing points to include in your key documents that will gain the interest of the travel trade – Review samples, tips and tricks and take your next step to create your own necessary & useful resources.
State of Washington Tourism Steps to Success 
STEP 3:  Smooth Operations

Date: Wednesday, February 21, 2024
Time: 9:00AM (PST)
Location: Virtual 

Steps to Success Trainer:  Jennifer Ackerson, President, Alon Tourism Solutions

What You Learn :

Complete the groundwork as you learn how to strategically price your products and follow the operational protocols needed to build future, repeat base business that can fill your off-peak need periods for consistent year-round volume from the international market!

  • Learn how to utilize pricing to manage your seasonality and maintain profitable business during peak and off-peak periods! Use pricing as a tool to incentivize booking off-peak periods.
  • Develop your tiered pricing to switch on the travel trade distribution channel. Optimize your reseller funnel to watch your business grow year over year.
  • Build your operational support documents so your ground team can seamlessly accommodate this market. Streamlining operations in advance to allow you to scale this business channel.
  •  Understand the operational intricacies of different buyer categories to set up specific operational practices, internal policies, and systems for effortless success. Welcome FIT, Group and MICE business optimizing the guest experience.

Attend Steps 1, 2, & 3 and Submit Your One-Pager for Review and you’ll earn the
IITA Stamp of Approval.

Put your knowledge to work with IITA Inbound Operators.

Brought to you in partnership with:

Steps to Success  provides a comprehensive review of inbound travel to the US.  If you are considering entering this market or expand your participation, IITA provides a great place to begin.  

Leslie Womack, Director of Sales, Mayflower Park Hotel

IITA’s Steps to Success will prepare you to take advantage of pent-up demand from coveted international markets which are certain to rebound in 2022 and beyond. Give your destination, hotels, attractions and more the tools to grow their share of international visitation in a post-COVID world.

Malcolm Smith, IPW General Manager, U.S. Travel Association

IITA provides resources for DMOs and suppliers that are invaluable and are not replicated anywhere else within the industry. The Inbound Insider Steps to Success program … provided to hotels, attractions and restaurants in my destination has been a game-changer for these establishments, giving them the tools and knowledge to gain market share of inbound international visitors.

Kelly M. Defebo, CMP, Director of Sales, Visit Sarasota County

IITA’ Steps to Success program has helped to inform our industry about this complicated and important business, how it works and how they can generate additional international business. 

Dave Lorenz, Vice President, Travel Michigan

What are the Benefits of Working with the Travel Trade?

Why Should You Attend?

All businesses can benefit from working with inbound operators, see why your business should attend!

You are the reason visitors want to visit! Learn how to have your business booked in advance.

You are the essence of your destination showcasing your destination’s history and uniqueness! Working with the travel trade will be the way to add visitation, increase global awareness, and attract key markets.

Are there key need periods or room types you want to sell? Would you like to develop relationships with select partners you can rely on for long term repeat business?

Every visitor must eat! Travel trade can bring you visitors for all 3 meal periods and during your off-peak periods. Individuals as well as Groups have an opportunity here!

Shopping is the #1 activity for visitors globally. Learn ways to drive visitors to your retail space as a pre made decision before they arrive while creating fun partner programs.

International visitors travel by all modes and take day and overnight trips out of the host city.

Visitors who arrive from travel trade companies make pre-determined choices on where they will visit. If of interest is pushing visitors into year round periods and changing their visitor habits, then this session is for you.

You can see more bookings in advance and be able to push seats that are harder to sell or time periods when you want to increase your ticket sales!

Have partners who promote your events and festivals fill the space, as well as, assist you in having a successful event!

Help your stakeholder tourism businesses achieve success because you understand what is important for them to be doing. In addition to attending yourself, encourage your stakeholders to learn along with you.