through clear agreements. Lower Profit Margins: Direct bookings may yield 10 %, while wholesalers often earn closer to 20 %. In shared deals, your portion can shrink to 3–7 %. Agree on commissions RETAILING continued Partnering With a Dive Travel Wholesaler Fly & Sea Dive Adventures partners with dive shops across North America, helping local businesses expand offerings while maintaining personal service. “There’s nothing better than supporting a small local shop while enjoying awesome ca- maraderie among divers,” says Edina Beebe, company repre- sentative. Fly & Sea crafts group and individual itineraries, sharing ex- pertise on destinations many dive store owners have never vis- ited. Profit sharing varies by trip, but every collaboration adds value for shops and clients. and “free-spot” allocations before advertising a trip. Liability and Problem Resolution: If something goes wrong – a missed flight or refund issue – who’s responsible? Clarify duties in writing. Loss of Connection and Reputation Risk: Sending clients on trips you don’t attend can weaken relationships. If a partner delivers poor service, it reflects on you. Vet partners carefully; your reputation travels with them. Missing the Fun: Remember why you entered this field. When others lead the trips, you also give up the adventures that inspired you in the first place. Best Practices for Success: Co-marketing thrives on clarity, trust, and communication. Keep these principles in mind: Set Expectations and Communicate Clearly: Before promoting a trip, confirm who manages marketing, pay- ments, and customer service. Keep partners informed about pricing and deadlines – surprises sink relationships faster than bad weather. Build Personal Relationships: Mutual respect beyond business makes problem-solving easier. A strong founda- tion allows quick, friendly resolution when challenges arise. Work With the Right People: A partner’s reputation be- comes yours. Evaluate professionalism, safety, and ethics before committing. Know the Destination: Even if you’re not escorting the
group, first-hand knowledge helps you sell it confidently. Many resorts offer “fam trips” for dive pros – use them to learn about travel logistics, local culture, and lodging op- tions. Put It in Writing: Spell out revenue splits, cancellations, and liability responsibili- ties in writing.
Follow Up Afterward: When travelers return, re- connect. Thank them, gather feedback, and dis- cuss their next adventure. Personal contact leads to repeat business. Closing Thoughts: Co-marketing can trans-
Strategic partnerships enable life-changing expeditions.
form a small dive business. What once felt out of reach – a liveaboard charter, a bucket-list destination, a high-end ex- pedition – becomes possible through collaboration. Partnerships expand your reach, enrich client experiences, and strengthen industry networks. With thoughtful plan- Blending Worlds – Spiritual and Dive Travel Ryan Alter, owner of Divine Ascension Travel, specializes in spiritual journeys that explore the cultural and energetic side of destinations. “If you want to see the pyramids, you can travel with anyone,” Ryan says. “If you want to feel their en- ergy, you need a different type of guide.” Divine Ascension’s extended tours offer deep cultural im- mersion with optional Red Sea dives. For some travelers, that combination creates the perfect motivation to dive. One client, Sally, said, “A dive vacation alone didn’t appeal to me, but com- bining it with a spiritual journey called to me.” This model shows how dive shops can cross-promote – of- fering dive add-ons to non-dive trips, or referring customers to a partner whose mission complements theirs.
ning and clear communication, co-marketing lets you de- liver the world to your customers – without giving up the
joy that drew you into diving in the first place. Ultimately, it does what diving was always meant to do: connect people, inspire discovery, and open new worlds – together.
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