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Successful Marketing and Sales in Russia The Russian travel market is distinctively different from any other markets and experienced travel professionals will quickly recognise this. Since the opening of the borders just over 10 years ago this market has developed at a rapid pace disregarding many traditional principals. "Many International suppliers are under the impression that it is possible to spend one or two days at an exhibition, meet the major tour operators and then just wait for the reservations" With just a few exceptions this is just not how it works in Russia. Firstly it is still difficult to define who are the major tour operators. The traditional definitions and the recognised tour operator to travel agent relationship hardly exists with many travel agents acting as tour operators and tour operators selling directly! One must also consider the sheer size of the country and the logistical situations that this creates combined with a poorly operating postal system. A carefully designed, Integrated Marketing Plan Strategy is essential to ensure measurable success on this market to include:-
With in excess of 5 million Russians estimated to take tourism trips this year the possible results are most encouraging. "The market still holds many superb opportunities for creative Travel Companies, Resorts, Hotels and Regions. Careful consideration to budgeting, respect for the unconventional style of some Russian companies and a will to succeed in this market will be rewarded with sensible returns. This article was submitted by Kim Waddoup from AITS-Marketing, an early pioneer with over 9 years experience on the Russian Travel Market.
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