As the role of travel advisors continues to evolve, some find the need to directly source tours from destination management companies (DMCs) in the locations they serve. When travel advisors inquire about which DMC to book with, the answer is always dependent on their clients' specific needs. Tourism boards typically refrain from recommending one DMC over another to maintain fairness, as each DMC offers distinct products.
But occasionally, tourism boards can provide recommendations if the travel advisor is a member of a particular consortium that has DMCs within its network. However, advisors often encounter challenges when their clients require a different type of product, and they struggle to find a suitable DMC.
In 2022, the Jordan Tourism Board devised an effective solution by creating the Jordan Masterclass. This initiative facilitated connections between travel advisors and DMCs in Jordan, hosting them on a familiarization trip. The Masterclass showcased five carefully selected DMCs, most of which were less active in the North American market, resulting in a highly successful endeavor.
Omar Banihani is the marketing director of Jordan Tourism Board
Credit: 2023 Jordan Tourism BoardA Case for Working With Multiple Destination Management Companies
For destinations with diverse offerings such as Jordan, it is prudent to work with multiple DMC partners. I recommend selecting one DMC each for faith travel, adventure, luxury and history and culture. This diversity provides travel advisors with multiple options to cater to their ever-changing base of clients, who now demand a more curated travel experience.
Crafting an RFP (Request for Proposal)
To achieve this, I propose that advisors use a simple Request for Proposal (RFP). Travel advisors should prepare an RFP that can be sent to all DMCs, requesting their services. This allows agents to gather intelligence and proposals from various DMCs in the specific destination before recommending anything to their clients.
Once the collection of proposals is available, advisors can assess the responses and determine which DMC aligns best with their goals.
Evaluating DMC Proposals
Various factors will influence the decision, such as pricing, product variety, quality of guides, accommodations and transportation options. Additionally, subtle details — such as promptness in responding to the RFP, the quality of communication and attention to every point in the RFP — can also be telling signs of a DMC's quality.
Be proactive about sending RFPs to multiple DMCs to find the perfect match for your client’s trip.
Credit: 2023 Jordan Tourism BoardIt's essential to recognize that the suitability of a DMC can vary from one travel advisor to another based on their unique requirements.
Instead of seeking generic DMC recommendations, I encourage travel advisors to take the proactive approach of sending out RFPs to identify the best fit for their clients' needs. By adopting this method, advisors can craft exceptional travel experiences and foster successful partnerships with diverse DMCs in the industry.
