Boost workshop bookings by partnering with producers and tour agents, gaining new audiences, year-round consistent bookings, and cross-promotional opportunities for sustainable growth.
You’ve established a strong online presence, and customers are booking your workshops automatically through your website. But what if I told you that there’s a whole new audience out there? One that requires a different sales approach but could provide a consistent stream of bookings?
In this blog, I’ll explain why partnering with producers and tour agents is a game-changing strategy for increasing your workshop bookings.
Understanding what these partners are looking for, will make them effectively act as your sales agents, continually bringing new customers your way.
I will also share real-life insights from Monkeybook customers who are already thriving with these partnerships.
Before we dive in, let’s look at how producers, tour agents, and other referral entities can help you achieve the shared goal of selling more tickets for your expereinces and workshops.
Producers specialize in curating experiences and have the ability to connect workshop owners with broader, more targeted audiences. They understand what sells and can help promote your workshop in a way that resonates with customers.
Tour agents often work with tourists and groups, helping them find unique local experiences. These agents can bring consistent, large groups to your workshop, making them a valuable partner for recurring bookings.
Influencers, local businesses, and event organizers also play an important role in driving traffic to your workshops. They promote your experience to their established audiences, extending your reach and credibility.
Producers and tour agents have their own networks and marketing activities. When customers rely on them to plan full-day experiences, they may never book directly through your site. Partnering with these entities introduces you to customers you may not reach on your own.
These partners operate year-round, meaning they can provide a steady stream of bookings, especially during off-peak seasons. Once you’ve set the terms of your partnership, bookings will continue without needing much ongoing effort from you.
Your experience is promoted through your partners' channels, increasing your workshop’s visibility and appeal to new audiences.
Working with producers and tour agents gives you insights into customer preferences and market trends, helping you improve your workshop offering and customer experience.
“Usually, the partner will reach out after finding you online instead of booking directly,” says Yachdav, from Speculo, a glassblowing studio owner.
“Producers, tour guides, and group organizers typically work on a commission-based model”. That means they earn a cut from each booking. The standard commission is between 10-15% of the sale price. For example, if your workshop costs $1,000 for a group of 10, you would give the producer $100 to $150.
After negotiating terms, create a permanent discount code for each producer or agent. This way, they can book directly without needing to contact you every time.
As Yachdav says, “It’s easiest with a discount code per producer, as you can track how many bookings they made at the end of the month and pay them accordingly.”
Once the relationship is established, it’s easy to keep things running smoothly, providing a recurring revenue stream.
Invest time in building the relationship. Clearly define commission splits and how the partnership will operate. For larger producers, consider scheduling regular check-ins to ensure expectations remain aligned.
Make the booking process seamless for producers and agents. The experience industry is competitive, and if your process is difficult, they’ll simply work with someone else.
Producers and tour agents often have additional requirements—such as snacks for a group or accommodating schedule changes. Be open to adjusting your processes to fit these requests.
Unlike regular customers, clients brought in by producers or agents might not have a full understanding of what your workshop entails. Ensure your partners communicate key information, like what participants should wear or bring, to avoid any frustration.
Customers brought in by producers and tour agents may cancel slightly more often than those who book directly. Make sure you have a clear cancellation policy in place and ensure that partners communicate it to their clients.
Partnering with producers, tour agents, and other entities offers a powerful way to consistently boost bookings and reach new audiences for your workshops. By aligning goals and fostering strong communication, these partnerships can provide a steady stream of customers, especially during slow seasons. Flexibility, automation, and clear expectations are essential for building lasting relationships that benefit all parties involved.
To streamline this process and make working with producers even easier, you can use Monkeybook to offer automated producer discount codes.
This ensures a seamless experience for both you and your partners, allowing them to book directly and see real-time availability.
Ready to increase your bookings?
Try Monkeybook and start simplifying your relationships with producers today!
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