The Beginning Copper Mountain - Sept. 2000 Summary of SkitopsTour Operator/Allied Meeting Copper Mountain, September 8 - 9, 2000 Understanding The Current Relationship Tour Operators and Supplier Members were asked to define their relationship. The overlying question was: "What needs to be continued and what needs to be stopped in order to build the relationship between these two groups?" It was determined that in order to create a beneficial relationship the two groups needed to support: with the end result being a simplified enjoyable ski experience for the end users (guests). 1 Common Goals 2. A Partnership Approach 3. Mutual Profitability Restrainers to building a beneficial relationship include: 1. Self Promotion and Competition 2. A Lack of Ethics 3. Miscommunication regarding resources, training and product knowledge Key Strategic Issues: 1. Develop a vision statement that addresses the need for continued, long term industry growth - we must grow the market rather than continue to cannibalize existing customers which drives down margins and creates an environment of "self-promotion and competition." 2. Develop a Code of Ethics/Book of Operating Standards - should be applied and enforced for all tour operator and Supplier Members. 3. Develop communication strategies to educate and unify both groups - better communication overall will foster stronger working relationships as well as improved sales/marketing effectiveness. Key Operating Issues (Priorities) Allied (Supplier) Members had the following issues with Tour Operators (Responses and how to deal with issues as suggested at the meeting): 1. Coop advertising 2. Comply with contracts 3. Loyalty to lead source 4. Blocking lodging and air space on speculation 5. Educate agents Tour Operators had the following issues with Allieds: (Responses and how to deal with issues as suggested at the meeting): 1. Access to all inventory 2. Need for standardization 3. Integrity of distribution channels 4. Contracted services not delivered/honored Team Objectives: As you'll note below, there is the potential for overlap among these teams in a number of areas. This may necessitate Team Leaders to communicate with each other so team work is not duplicated or perhaps take different directions for the same topics. You are encouraged to work together to tackle the objectives outlined. This will be an evolutionary process. Vision/Industry Growth (vision is project-oriented, long term - may involve working with other trade associations) - Mission is to develop vision statements for SkiTops that build the sport of skiing and the desire to ski - Initiate contact with other ski industry organizations to execute the above vision Ethics (long term - includes development and enforcement) - Develop a code of ethics (may begin with existing ethics standards for SkiTops), including a plan to develop and maintain integrity in the tour operator channel of distribution - Address the issue of contract compliance - Address the issue of loyalty to the source that provided the initial business Communication (ongoing, long term) - Develop communication strategies to educate and unify Tour Operator and Supplier Members - Address the issue of holding space on speculation - Address co-op advertising programs Inventory/Distribution (short term ideas and long term technology issues) - Develop a set of guidelines for all members that enables access to all inventory offered in the market (not just select room types) - Explore options to provide tour operators with access to centralized inventory/availability (eg. Skitops website) Education (short term - develop list of current and new creative methods) - Develop and execute educational programs for both Tour Operator and Supplier Members - Train allied employees to deliver/honor services contracted by tour operators - Train tour operator front line agents to accurately represent allied member products - Develop and execute a method of standardizing allied product information delivery by tour operators Standards (short term - project-oriented) - Establish of list of contractual/rate information/guidelines required by tour operators by product type (eg. lodging, lift tickets, ground transfers, etc.) that maintains integrity in the tour operator distribution channel - Develop a common format for Supplier Members to follow for rates Thanks to all who have volunteered. Your time and efforts are greatly appreciated as we continue to build and improve the organization. Return to Partnership Program Event Pictures - Click Here P.O. Box 191981 Sacramento California, U.S.A. 95819 Email to: SkiTops.com The Network | General Members | Supplier Members Submit Forms | Sales Tools | Members Home About SkiTops | Specials | Find a Package | Press Releases | Site Home