"The business of Tourism" J.Christopher Holloway

Tour operators, like most larger travel principals, employ sales representatives to maintain and develop their business through travel agents, and to solicit new sources of business. The functions of the sales representatives are to call on present and potential contacts, advise agents and others of the services the offer, and support their agents with suitable merchandising material. These representatives act as one point of contact between the agent and operator, when problems or complaints are raised, and the often close relationship that develops between representatives and their contacts is valuable in helping to build brand loyalty for the company. The personal contact enables them to receive direct feedback from the marketplace about client and agency attitudes towards the company and its products. Representatives are also likely to play a valuable role in categorizing agents in terms of their potential, and selecting sales staff for educational trips.…