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Working in Market:

Brazil & Latin America

DISTRIBUTION SYSTEM

Tour operators and major travel agencies are the principal distributors of travel in Brazil & Latin America. The growing Brazilian & Latin American (mainly Chile, Argentina, Peru, and Colombia) outbound travel market is offering new opportunities to the Latin American travel trade. Brazilians and Latin Americans – around 55%, according to Miles Partnership research – use the internet as a key planning and researching tool and they are starting to book through the internet more, however a great amount of sales continue to be made through tour operators and over 40% of South American tourists are still consulting travel agents.

Wholesalers/ Large Agents

Commission Level:

20%- 25%

» There are around 150 travel companies (including more retail/wholesale mixes) in Brazil, 30 in Chile, 30 in Argentina 10 in Peru and 15 in Colombia offering Australia.

» The Brazilian Tour Operators Association (BRAZTOA) is comprised of 83 tour operators, with most based in Sao Paulo and branch offices in other major cities. (wholesalers in Brazil are referred to as operators).

» Major tour operators and travel agencies actively selling Australia include CVC, Decolar.com, Terramundi, Viagens & Cia, Venturas, Kangaroo Tours, Queensberry, Latam Travel, Flytour and Teresa Perez. In Argentina major sellers are Swan, TTS, ANZ Travel, Tower, Crown Travel, King Midas and Biblos. 

Retail Agents 

Commission Level:

10%- 15%

» Many specialised and mid-sized travel agencies undertake their own operations and groups. In Sao Paulo state, small and regional travel agencies operate their own groups to international destinations.

» In Brazil there are around 2,500 travel agencies that are members of ABAV, the Brazilian Travel Agency Association.

» The number of agents in Brazil, is almost the equivalent estimated number of Argentina, Chile, Peru and Colombia combined.

» Travel agencies and tour operators are mostly based on relationships, commission/incentive levels, and sales/marketing opportunities. 

 Aussie Specialists

» The Aussie Specialist Program (ASP) is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia. The ASP is translated in Portuguese and was launched in Spanish in April 2017. 

» As at December 2017, there were 521 qualified Aussie Specialist agents in Brazil, 5 in Chile and 22 in Argentina.

Online

» The online market is largely dominated by Decolar.com which in Argentina is Despegar. 

Viajanet and Expedia Brazil are also selling in smaller numbers . Despegar is very large in Argentina and uses the Expedia platform concentrating on selling hotels and flights only.

» Most consumers especially premium clients who want exclusive touring and transfers still prefer to book their travel to Australia through a retail agency or tour operator but online sales are growing.

Inbound Tour Operators

Commission Level:

up to 35%

» Most Brazilian & Latin America tour operators use the services of an inbound tour operator in Australia. Due to competition now, mark ups have decreased throughout the chain to keep sales active

 


 

Trends

Distribution

» Travel agents and tour operators still remain the key players in the promotion and selling of Australia. Travel agents often reach out to the tour operators to get additional information on destinations and package offers, although TA have been training travel agents throughout Brazil over the past year in 12 cities around Brazil, Bogota and Medellin in Colombia, Montevideo in Uruguay, Rosario and Buenos Aires in Argentina along with Peru and Chile.

» The growing Brazilian outbound market is offering new business opportunities to the travel trade. Australia has become very popular for family and honeymoon travel as many Brazilians are looking for new destinations.  With over

» Besides having four flights a week with QF non-stop Santiago – Sydney and the LATAM daily service to Sydney from Santiago with a stop in AKL, LATAM Airlines launched it's Santiago-Melbourne direct non-stop route in October 2017, which is running at very high occupancy. Qatar and SAA have daily flights and Emirates has 15 flights per week from Brazil linking Australia via Dubai (and a new flight starting in July which will start in Santiago) along with Air NZ now flying five flights per week (with plans to increase to daily in 2019) BUEAKL connecting to eight cities around Australia has improved greatly the access to Australia from South America. Norwegian airways also has apparently applied to fly from Buenos Aires to Perth en- route to Singapore.

» Over 55,000 South American students are currently in Australia and many are doing extended courses or have now become residents. This is growing the VFR market as families begin to plan their holidays around visiting their siblings in Australia. TA has been training and encouraging education agents around Brazil to include more holiday package options in their offerings and to also follow up with parents of students to encourage them to visit their child while he or she is in Australia.

 

Planning and purchasing travel

» Brazilian & Latin Americans use the internet as a key planning and researching tool, however the majority of booking continues to be through the tour operators and retail agents.

» Customised holiday experiences continue to be very important for Latin Americans who often research all the elements of their Australian holiday, then work with a travel agent for planning and booking.

» Many like to have restaurants and shows included but visitors are still unaware of the vast amount of options of experiences, although TA has been working hard around to train as many agents about the options and encouraging them to book before departing Brazil. There are now over 500 Aussie Specialists in Brazil, and although there are many more to be trained, having the number growing rapidly of ASP agents is helping greatly with confidence, know-how and sales to Australia.

 

Special Interest

» Special interest segments out of the Brazilian market include: shopping, nature, Outdoor/adventure, gastronomy, wine, sports, culture and luxury. Soft adventure interest is also growing throughout South America as well as some special events, and sporting including large rugby groups from Argentina. Australia is becoming more popular as an exotic wedding destination too. Mice travel also increasing, as are agricultural tours and trade missions.

» As the working holiday visa numbers grow in Chile and Argentina – there is also increased interest in working while travelling around Australia in the youth sector.

 

PLANNING A VISIT TO MARKET

Top tips for sales calls

» Relationships and loyalty are extremely important in Brazil & Latin America. Face-to-face meetings and showing enthusiasm will have a positive impact, and most important is maintaining accurate information and competitive pricing.

» Brazilians/Latin Americans like to engage in social conversation before getting to the point of business.

» Before asking for an appointment, make sure your product matches the travel seller’s needs.

» Structure your proposals to emphasise quick wins rather than long term objectives, although these should still be included.

» Although you can be well-received year round, the best time of year for sales calls is:

> February (depending on the timing of Carnival)

> April to mid-June

> August and September.

» It is important to ensure sales calls don’t clash with holidays or tradeshow weeks.

» The key market centres to visit include: Sao Paulo, Rio de Janeiro, Belo Horizonte, Brasilia, Porto Alegre and Curitiba. In Argentina, the centre is Buenos Aires and secondary is Rosario and Cordoba. In Chile, the majority are in Santiago and some in Concepcao.

» For more general information on sales calls and planning a visit to market, please see Tourism Australia’s 'Tourism Export Toolkit'.


 

PLANNING A VISIT TO MARKET

TOP TIPS FOR SALES CALLS

Top tips for sales calls

» Australia’s State and Territory Tourism Organisations (STOs) have developed an online manual to assist Australian product suppliers to plan and carry out sales missions. See www.coastnorthamerica.com.

» Building relationships with sales agents and management is critical to the sales process. It may take more than one meeting to see tangible results.

» Most agencies will be more receptive to new promotions or product offerings that will benefit them.

» Follow-up all sales visits with a summary of the meeting via email.

» The best time to visit is in the spring/summer season, May to August. It is advisable to provide a minimum of one week notice prior to the visit.

» Dress is varied depending on the company however as a general rule, business-casual attire is suggested for most meetings.

» The key major markets to visit are Toronto (where most major tour operators and retail head offices are located), Vancouver, Calgary and Montreal. Ottawa, Winnipeg and Halifax are considered secondary markets.

» If you plan to conduct sales visits in the province of Quebec, it’s advisable to bring French collateral and sales materials (or at least one flat sheet with key highlights of your product in French) if possible. For destinations in Quebec outside of Montreal, it is recommended to send a Francophone sales representative as you may encounter difficulties communicating in English.

» For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Planning for Inbound Success e-book at www.tourism.australia.com/inboundsuccess.

 




 

PLANNING A VISIT TO MARKET

TOP TIPS FOR SALES CALLS

Top tips for sales calls

» Australia’s State and Territory Tourism Organisations (STOs) have developed an online manual to assist Australian product suppliers to plan and carry out sales missions. See www.coastnorthamerica.com.

» Building relationships with sales agents and management is critical to the sales process. It may take more than one meeting to see tangible results.

» Most agencies will be more receptive to new promotions or product offerings that will benefit them.

» Follow-up all sales visits with a summary of the meeting via email.

» The best time to visit is in the spring/summer season, May to August. It is advisable to provide a minimum of one week notice prior to the visit.

» Dress is varied depending on the company however as a general rule, business-casual attire is suggested for most meetings.

» The key major markets to visit are Toronto (where most major tour operators and retail head offices are located), Vancouver, Calgary and Montreal. Ottawa, Winnipeg and Halifax are considered secondary markets.

» If you plan to conduct sales visits in the province of Quebec, it’s advisable to bring French collateral and sales materials (or at least one flat sheet with key highlights of your product in French) if possible. For destinations in Quebec outside of Montreal, it is recommended to send a Francophone sales representative as you may encounter difficulties communicating in English.

» For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Planning for Inbound Success e-book at www.tourism.australia.com/inboundsuccess.

 




 

PLANNING A VISIT TO MARKET

TOP TIPS FOR SALES CALLS

Top tips for sales calls

» Australia’s State and Territory Tourism Organisations (STOs) have developed an online manual to assist Australian product suppliers to plan and carry out sales missions. See www.coastnorthamerica.com.

» Building relationships with sales agents and management is critical to the sales process. It may take more than one meeting to see tangible results.

» Most agencies will be more receptive to new promotions or product offerings that will benefit them.

» Follow-up all sales visits with a summary of the meeting via email.

» The best time to visit is in the spring/summer season, May to August. It is advisable to provide a minimum of one week notice prior to the visit.

» Dress is varied depending on the company however as a general rule, business-casual attire is suggested for most meetings.

» The key major markets to visit are Toronto (where most major tour operators and retail head offices are located), Vancouver, Calgary and Montreal. Ottawa, Winnipeg and Halifax are considered secondary markets.

» If you plan to conduct sales visits in the province of Quebec, it’s advisable to bring French collateral and sales materials (or at least one flat sheet with key highlights of your product in French) if possible. For destinations in Quebec outside of Montreal, it is recommended to send a Francophone sales representative as you may encounter difficulties communicating in English.

» For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Planning for Inbound Success e-book at www.tourism.australia.com/inboundsuccess.

 




 

PLANNING A VISIT TO MARKET

TOP TIPS FOR SALES CALLS

Top tips for sales calls

» Australia’s State and Territory Tourism Organisations (STOs) have developed an online manual to assist Australian product suppliers to plan and carry out sales missions. See www.coastnorthamerica.com.

» Building relationships with sales agents and management is critical to the sales process. It may take more than one meeting to see tangible results.

» Most agencies will be more receptive to new promotions or product offerings that will benefit them.

» Follow-up all sales visits with a summary of the meeting via email.

» The best time to visit is in the spring/summer season, May to August. It is advisable to provide a minimum of one week notice prior to the visit.

» Dress is varied depending on the company however as a general rule, business-casual attire is suggested for most meetings.

» The key major markets to visit are Toronto (where most major tour operators and retail head offices are located), Vancouver, Calgary and Montreal. Ottawa, Winnipeg and Halifax are considered secondary markets.

» If you plan to conduct sales visits in the province of Quebec, it’s advisable to bring French collateral and sales materials (or at least one flat sheet with key highlights of your product in French) if possible. For destinations in Quebec outside of Montreal, it is recommended to send a Francophone sales representative as you may encounter difficulties communicating in English.

» For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Planning for Inbound Success e-book at www.tourism.australia.com/inboundsuccess.

 




 

PLANNING A VISIT TO MARKET

TOP TIPS FOR SALES CALLS

Top tips for sales calls

» Australia’s State and Territory Tourism Organisations (STOs) have developed an online manual to assist Australian product suppliers to plan and carry out sales missions. See www.coastnorthamerica.com.

» Building relationships with sales agents and management is critical to the sales process. It may take more than one meeting to see tangible results.

» Most agencies will be more receptive to new promotions or product offerings that will benefit them.

» Follow-up all sales visits with a summary of the meeting via email.

» The best time to visit is in the spring/summer season, May to August. It is advisable to provide a minimum of one week notice prior to the visit.

» Dress is varied depending on the company however as a general rule, business-casual attire is suggested for most meetings.

» The key major markets to visit are Toronto (where most major tour operators and retail head offices are located), Vancouver, Calgary and Montreal. Ottawa, Winnipeg and Halifax are considered secondary markets.

» If you plan to conduct sales visits in the province of Quebec, it’s advisable to bring French collateral and sales materials (or at least one flat sheet with key highlights of your product in French) if possible. For destinations in Quebec outside of Montreal, it is recommended to send a Francophone sales representative as you may encounter difficulties communicating in English.

» For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Planning for Inbound Success e-book at