A structured travel trade programme transforms your attraction from a "nice to visit" afterthought into an actively recommended product that agents integrate into holiday packages. This guide walks through the complete process of building a trade programme from scratch — whether you're a theme park, museum, cultural site, or activity provider.
Assessing Your Trade Readiness
The Trade Readiness Audit
Before building a programme, assess where you stand:
| Readiness Factor | Score 1 (Not Ready) | Score 5 (Ready) |
|---|---|---|
| Trade pricing | No trade rates exist | Published net/commission rates for agents |
| Booking system | Walk-up/consumer booking only | Trade portal with instant confirmation |
| Commission structure | None or below 10% | 12-15% competitive with other travel products |
| Group capability | No group processes | Dedicated group entrance, rates, and coordination |
| Agent training | None available | Structured training programme accessible online |
| Trade contacts | No database of agents | CRM with active agent relationships |
| Marketing to trade | No trade-specific marketing | Regular trade communications and presence at events |
| Support/account management | No dedicated trade contact | Named trade team with fast response times |
Score 0-15: Foundational work needed before launch Score 16-25: Ready for basic programme; build out over time Score 26-35: Strong foundation; focus on optimisation and scale Score 36-40: Advanced programme; focus on growth and innovation
Building Your Programme: Step by Step
Step 1: Define Your Trade Product Portfolio
Your trade offering should include products at multiple price points:
Entry-Level Products (Every Agent Can Sell)
| Product | Description | Trade Price | Commission |
|---|---|---|---|
| Standard admission | General entry at trade net rate | 15-20% below gate price | 10-12% |
| Flexible admission | Open-dated ticket valid 12 months | 10-15% below gate price | 10-12% |
| Admission + meal deal | Entry + lunch voucher | Bundled price (10-15% saving vs separate) | 12% |
Mid-Range Products (Active Trade Partners)
| Product | Description | Trade Price | Commission |
|---|---|---|---|
| VIP experience | Fast-track + premium elements | 10% below consumer VIP price | 12-15% |
| Combo ticket | Your attraction + partner | Bundled saving (20-25%) | 12-15% |
| Extended experience | Half-day programme with guided elements | Package price | 12-15% |
Premium Products (Key Accounts)
| Product | Description | Pricing Model | Commission |
|---|---|---|---|
| Group packages | Tailored for 10-100+ visitors | Volume-tiered net rates | 15% or margin-based |
| Corporate/incentive | Exclusive hire + bespoke programme | Custom quotation | 15-20% |
| Education programme | Curriculum-linked school visit | Flat per-student rate | 10% |
Step 2: Set Up Your Trade Booking Infrastructure
| Component | Options | Recommendation |
|---|---|---|
| Booking platform | Trade portal on your website; integration with Rezdy, Bokun, or FareHarbor; direct API | Start with a trade portal; add API integration as volume grows |
| Availability management | Manual allocation; shared inventory; dedicated trade allocation | Shared inventory with trade pricing rules |
| Confirmation | Instant electronic; manual email | Instant confirmation is essential for trade confidence |
| Voucher/ticket | Paper; PDF; mobile QR code | Digital voucher (printable or mobile) |
| Payment | Prepay; credit account; invoice on arrival | Credit account for established partners; prepay for new agents |
| Cancellation | Same as consumer; trade-specific | Trade-friendly: free cancellation 48-72 hours before visit |
Step 3: Build Your Agent Training Programme
AI-powered training is the most cost-effective way to educate agents about your attraction:
| Module | Content | Duration | Delivery |
|---|---|---|---|
| Welcome and overview | Your story; your USPs; what makes you different | 3 min | Interactive module |
| The visitor experience | What a visit looks like; highlights by time of year | 5 min | Photo/video-rich module |
| Customer matching | Which customers suit your attraction; how to recommend | 5 min | Scenario-based quiz |
| Products and pricing | Trade products explained; how to quote | 5 min | Step-by-step walkthrough |
| Selling your attraction | How to integrate into holiday conversations | 5 min | Roleplay practice |
| Booking process | How to book; trade portal demonstration | 3 min | Screen recording + quiz |
| Assessment | Knowledge check covering all modules | 5 min | AI-generated quiz |
Total time: 31 minutes — completable in a single session during a quiet period.
Step 4: Recruit Your First Trade Partners
| Partner Type | How to Find Them | Approach |
|---|---|---|
| Local travel agents | Agency directories; ABTA member list; local business networks | In-person visit + FAM invitation |
| Tour operators (destination-relevant) | Trade press; WTM exhibitor list; operator directories | Email introduction + trade rate sheet |
| Coach operators | CPT (Confederation of Passenger Transport) directory; coach tour publications | Letter + trade pack + FAM invitation |
| DMCs and ground handlers | Convention bureau; destination management associations | Meeting + trade agreement |
| OTAs (online) | Viator, GetYourGuide, Klook | Platform registration + optimised listing |
| Hotel concierge teams | Directly approach hotels in your area | Training visit + commission arrangement |
Step 5: Launch Your Programme
| Phase | Timeline | Actions |
|---|---|---|
| Soft launch (pilot) | Month 1-2 | 20-50 hand-selected agents; gather feedback |
| Refined launch | Month 3-4 | Adjust based on pilot feedback; expand to 200+ agents |
| Full launch | Month 5-6 | Trade press announcement; full training platform access; promotional campaign |
| Growth phase | Month 7-12 | Active recruitment; certification programme; FAM events |
Ongoing Programme Management
Monthly Activities
| Activity | Purpose | Time Investment |
|---|---|---|
| Trade newsletter | Keep agents informed and engaged | 2-3 hours |
| Booking data review | Identify trends, top performers, gaps | 1-2 hours |
| Agent support queries | Respond to trade enquiries and issues | Ongoing |
| Training content update | Keep modules current with seasonal changes | 1-2 hours (AI-assisted) |
| Social media (trade-focused) | Maintain visibility in agent networks | 1-2 hours |
Quarterly Activities
| Activity | Purpose | Time Investment |
|---|---|---|
| Performance review | Analyse trade KPIs and adjust strategy | Half day |
| Agent communication | Seasonal update; promotion launch | 3-4 hours |
| FAM visit organisation | Plan and execute trade familiarisation events | 1-2 days |
| Product review | Assess trade product performance; create/retire products | Half day |
| Partner meetings | Meet key trade accounts; discuss growth | 1-2 days |
Annual Activities
| Activity | Purpose | Time Investment |
|---|---|---|
| Trade programme strategy review | Set next year's targets and budget | 1-2 days |
| Trade show attendance | WTM, Excursions, regional events | 3-5 days per event |
| Commission review | Ensure rates remain competitive | Half day |
| Training programme refresh | Update all modules for new season | 2-3 days (AI-assisted) |
| Agent survey | Gather feedback on trade programme quality | Half day |
Trade Programme Budget
Year 1 Investment
| Category | Budget Range | Purpose |
|---|---|---|
| Training platform | £8,000-£20,000/year | Agent education at scale |
| Booking technology | £2,000-£10,000 (setup) + £1,000-£3,000/year | Trade booking portal |
| Marketing to trade | £3,000-£8,000/year | Trade communications, collateral, digital |
| FAM programme | £2,000-£6,000/year | Agent familiarisation visits |
| Trade events | £2,000-£15,000/year | Show attendance and sponsorship |
| Staff time | £15,000-£30,000/year (portion of existing role or new hire) | Trade account management |
| Commission payments | Variable (10-15% of trade revenue) | Agent commissions |
| Total (excl. commission) | £32,000-£92,000 |
Expected Year 1 Return
For an attraction with 200,000 annual visitors:
| Metric | Before Programme | After Year 1 | Change |
|---|---|---|---|
| Trade bookings as % of visitors | 5% (10,000) | 12% (24,000) | +140% |
| Average trade booking value | £25pp | £35pp (bundled products) | +40% |
| Trade channel revenue | £250,000 | £840,000 | +236% |
| Commission paid (12% avg) | — | £100,800 | Cost of sales |
| Net trade revenue | £250,000 | £739,200 | +196% |
Against a programme investment of £32,000-£92,000, the net additional revenue of £489,000+ delivers a strong first-year ROI.
Scaling Your Programme
From Year 1 to Year 3
| Year | Focus | Trade Revenue Target |
|---|---|---|
| Year 1 | Build foundation; recruit partners; prove concept | £500K-£800K |
| Year 2 | Scale partnerships; launch certification; add international agents | £1M-£1.5M |
| Year 3 | Optimise with data; expand premium/corporate; multi-language | £1.5M-£2.5M |
Key Scaling Strategies
| Strategy | Implementation |
|---|---|
| International expansion | Multi-language training; international OTA listings; DMC partnerships |
| Tour operator integration | Get included in operator brochures and packages |
| Corporate channel | Dedicated corporate sales; event agency partnerships |
| Technology upgrade | API integration with major booking platforms |
| Data-driven optimisation | Training-booking correlation; channel analysis; pricing optimisation |
Common Mistakes to Avoid
| Mistake | Better Approach |
|---|---|
| Launching without competitive commission | Set commission at 12%+ from day one |
| Creating complex booking processes | Simplify to 3 clicks from search to confirmation |
| Not training agents on your product | AI training is the single highest-impact investment |
| Ignoring shoulder/off-peak trade | Create specific off-peak trade promotions |
| Treating all agents the same | Tier your agents; invest more in top performers |
| Failing to measure results | Track everything from day one |
A well-executed trade programme transforms your attraction's revenue mix, providing predictable, scalable income from a channel that delivers pre-booked, higher-spending visitors.
Build your attraction trade programme with TravAI →
This article is part of our Attractions & Experiences Sales series. Related reading:
