BUSINESS EDU 5 Ways Resorts Can Attract Dive Travel Sellers – by William Cline, Publisher, & President for 35 years of Cline Group, a marketing, research and advertising consultancy specializing the scuba diving industry.
I’m often asked, “How do we build a strong travel seller and re- tailer program for our resort?” Based on 30+ years of experience helping resorts and governments grow dive tourism, I’ve created this simple “how-to” guide to get
in bookings. Smart targeting works—and Scuba Diving In- dustry Magazine can help you reach these buyers monthly. 2. Leverage Trade & Consumer Shows Choose the Right Shows: Big events like ITB Berlin or ▪ WTM London are valuable but expensive. Dive-specific shows like DEMA (USA), ADEX (Singapore), Boot (Germany), and The Scuba Show & Beneath the Sea (USA) offer direct access to the dive market. Maximize Travel: While attending shows, visit nearby ▪ dive shops and travel agencies. Make the most of your travel investment. erfect Your Elevator Pitch: Craft a 60-second summary ▪ of your resort’s highlights. A recommended quick-read: Weekend Language by Andy Craig. Create Pre-Show Buzz: Let potential partners know ▪ you’ll be at the show through Scuba Diving Industry Mag-
your resort, liveaboard, or dive operation started. Here are five key elements for a successful B2B market- ing program—and why advertising in Scuba Diving Industry Magazine can fast-track your success. 1. Develop Strong Relationships with Dive Retailers and Dive Travel Agencies Build a Target List: Focus on agencies that specialize ▪ in your region. Companies like Caradonna Dive Adven- tures or Deep Blue Adventures are good starting
points. A regular ad with a call-to- action in Scuba Diving Industry Mag- azine helps attract the right retailers. Exclusive FAM Trips: Invite top ▪ retailers to experience your resort with complimentary stays, private activities, and, of course, excep- tional diving. FAM trips create loy- alty—and excitement. Incentive Programs: Offer tiered ▪ commissions: 10% base ▪ 12%-15% for 10+ bookings ▪ per year Bonus cash rewards or compli- ▪ mentary stays for top sellers Group Trip Specials: Sweeten ▪ deals with offers like free Nitrox or complimentary night dives. Example: A resort in Bonaire, Sand Dollar, created a simple group book- ing guide and sent it to U.S. dive shops. This effort generated over $1 million
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