ture to run group travel. The model you choose depends on your audience, time, and goals. Collaborating With Other Dive Shops: Two or more shops can combine client lists to fill a trip none could sup- port alone. One might handle marketing while another manages logistics, and both benefit from shared visibility and revenue. RETAILING continued
Offering a High-End Product Without a High-End Client List
Challenges Beneath the Surface: Partnerships come with challenges. Understanding them early prevents prob- lems later. Blurred Customer Ownership: When multiple partners share travelers, the line between “your” customer and “theirs” can blur. Someone who booked through you might later go directly to your partner. Protect relationships Barbara Gentile, owner of Malibu Divers, had long dreamed of diving in Antarctica. While she had a few adventurous clients with the means to join her, she didn’t have enough to fill a full expedition. She partnered with Jeff Bozanic of Next Generation Services, who has led Antarctic dive eco-tours for more than two decades. The collaboration let Barbara bring several customers along. Her commissions offset her personal costs by several thousand dollars per diver – turning a dream into reality. “I could have taken the profit through my store,” she said, “but I decided to use it to cover my expenses and finally experience Antarctica.”
Partnering Across Industries: Working with non-dive busi- nesses – such as out- door outfitters, photographers, or specialty travel com-
Collaborating Travel: Manta in the Maldives
panies – introduces your services to new audiences. Working With Travel Wholesalers: Established dive- travel companies manage contracts, insurance, and local arrangements. Selling spots on their departures gives you access to exotic destinations and professional support with- out the headaches of trip management.
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