Tourism for Everybody!

For many decades, fairs have played a crucial role as traditional platforms for tourism marketing. These events are primarily organized in the home countries of clients and serve as a bridge between holiday service providers and local travel agents.

Typically, fairs are held annually, though some may occur twice a year, depending on the region and the demand. They are generally hosted in major cities, making it convenient for travel agents based in or around those areas to attend.

These fairs aim to bring together various holiday service providers (mostly hotels), with holiday booking travel agents, under one roof. This setup allows travel agents, who are responsible for planning and booking holidays for residents in the area, to interact directly with hoteliers, collect brochures, exchange business cards, and establish professional networks.

The timing of these fairs is strategic, as most are scheduled in late autumn when the bustling summer holiday season has concluded. This allows industry professionals to focus on planning and preparing for the next vacation period. Fairs typically last for one or two days, making them brief yet intensive events.

Hotels invest heavily in these gatherings, particularly those that attract substantial media attention, such as ITB Berlin or WTM London. Such investments often include producing high-quality brochures and promotional materials, renting visually appealing exhibition stands, and deploying experienced staff to represent their brand effectively during the event.

The primary goal of hoteliers attending these fairs is to secure the recommendation of travel agents, who play a pivotal role in influencing clients’ holiday decisions. Often, agents politely agree to promote specific hotels upon request, creating a sense of optimism and anticipation among hoteliers. This dynamic fosters a mutual exchange of goodwill between the parties.

However, despite their importance, fairs come with their own set of challenges. These events are largely designed for tourism facilitated by tour operators, which means that the final decision regarding bookings often rests with these operators rather than the agents. Although agents may promise to recommend hotels, their efforts can be thwarted by a variety of issues. For instance, travelers usually plan their holidays weeks in advance, and by the time an agent attempts to finalize a reservation, the tour operator may mark the hotel as unavailable for the required dates or reject it for reasons that are often unclear and unverifiable.

This lack of transparency leaves hotels in a vulnerable position, as they are unable to ascertain why their property was not chosen. Tour operators operate within a closed system, which further exacerbates the issue by keeping hotels in the dark about the decision-making processes that directly impact their business.

Recognizing these challenges, HEBERI has emerged as a groundbreaking solution in the holiday industry. To ensure fair opportunities for all stakeholders, HEBERI has developed an innovative online platform exclusively for holiday professionals.

This platform is accessible from anywhere in the world, making it a convenient and efficient tool for marketing holiday services. Unlike other online booking platforms, HEBERI focuses specifically on holiday marketing, offering hotel owners ready-made templates to create customized advertising pages.

These pages can be sent directly to thousands of holiday booking agents, ensuring wide and instant reach. What sets HEBERI apart is its emphasis on return on investment (ROI) for advertisers.

Rather than simply highlighting services—as is common in traditional and social marketing—HEBERI encourages advertisers to provide modest incentives to booking agents as a motivator. This approach addresses the tendency of agents to prioritize hotels that offer higher commissions, often at the expense of more affordable options. By making recommendations financially rewarding for agents, HEBERI ensures that even smaller or less expensive hotels receive fair consideration.

Additionally, HEBERI simplifies the process for holiday service providers by allowing them to clarify the authorized tour operators in each agent’s country. This transparency helps agents easily locate and recommend the right hotels to their clients, streamlining the booking process and enhancing efficiency.

It is also important to acknowledge the nature of holidays abroad. Unlike essential trips, these vacations are a luxury, offering more than just relaxation by the beach or pool. They provide travelers with opportunities to engage in unique activities and explore the culture, history, and attractions of the destination.

HEBERI recognizes this broader scope of travel and enables holiday booking agents to arrange reservations for such activities. By doing so, agents can benefit financially from the full spectrum of their clients’ travel experiences, ensuring they are not excluded from profiting from additional services.

In conclusion, HEBERI not only addresses the limitations of traditional fairs but also revolutionizes the way holiday services are marketed and booked. By creating a fairer and more transparent system, HEBERI empowers both hoteliers and booking agents to thrive in a competitive industry.