CTP Marketing & Sales for Tour Professionals Flashcards

What is 'upselling' in the context of tour sales?

Answer: Encouraging customers to purchase a more premium version of a tour or add-on services

Upselling involves encouraging customers to choose a higher-tier tour or add optional upgrades, increasing the average transaction value.

Which social media platform is generally most effective for visually marketing US domestic tours to leisure travelers?

Answer: Instagram

Instagram's visual format and travel-focused user base make it the most effective platform for showcasing tour experiences to leisure travelers.

What is a 'familiarization trip' (FAM trip) used for in tour marketing?

Answer: Giving travel agents and media first-hand experience of a tour to encourage promotion

FAM trips allow travel agents and media influencers to experience a tour first-hand so they can authentically recommend and sell it to their clients.

What does 'net rate' mean when dealing with travel agents and wholesalers?

Answer: The discounted price offered to trade partners who then mark it up for end consumers

Net rate is the wholesale price given to travel agents or wholesalers, who then add their markup before selling to the public.

Which metric best measures the effectiveness of an email marketing campaign for tour promotions?

Answer: Open rate and click-through rate

Open rate and click-through rate together show how many recipients engaged with the email content and took action toward booking.

What is 'dynamic pricing' in tour sales?

Answer: Pricing that changes based on real-time demand, availability, and booking lead time

Dynamic pricing adjusts tour prices based on factors like demand, remaining availability, and how far in advance a booking is made.