The Bottom of the Funnel? A brief Explanation from the NAJ Group’s CEO: “When we say international tour operators are at the ‘top of the trade funnel’,” explains Jake Steinman, founder and CEO of the NAJ Group, which sponsors the RTO Summit series, “here’s what we mean: While they make the decisions about which destinations and products to feature, for the most part they don’t actually buy directly from hotels or attractions because they cannot guarantee volume. They buy from inbound receptive tour operators—who who serve as the bottom of the sales funnel.”
As such, Steinman notes, the RTO Summit East, April 17-18, at the Wyndham New Yorker Hotel, is the most cost efficient way to reach and present to inbound receptive tour operators. Here’s why:
—Back in 2013 sales missions to New York New York receptive operators mainly consisted of visits to their Manhattan offices. Fast forward to 2018 and more than 40 percent of those operators have moved out to Queens, Long Island City, Flushing, Westchester and several towns in New Jersey.
—Sales missions that once could be completed in two days now take as much as five days.
—The RTO Summit, however, is the only receptive event in New York that brings them all together under one roof. (See last year’s operators here: http://www.rtosummit.com/east/attendees/buyers/)
For more on this year’s RTO Summit East, visit http://www.rtosummit.com/east/supplier-dmo-registration/.
