One of the most confusing tourism industry terms is Receptive Operator. It actually is the same word used for two completely different types of jobs. So if you have been confused about who those people are and what they do, then this post is for you.
Receptive Operator-Version #1
This person is a business owner who lives within your destination. They are very knowledgeable about the area, know the best routes from one attraction to the next, and are full of information about the history and culture of the area. They know stories, fun facts and can answer questions that customers might have.
A receptive operator’s role is to help with group tours as a liaison and concierge to the destination. They might provide step-on services and spend a day with the group, or set up a special itinerary for a group that a tour operator wouldn’t be able to do on their own. These companies are also known as Destination Management companies.
Receptive operators in this instance are usually well connected within their local tourism community and work closely with the DMO, local hotels, and attractions.
This type of receptive operator serves an important role that the DMO (Destination Management Organization) cannot provide. They can put together a day in the destination with the best stops and they do not have to worry about representing all the partners.
They can also buy and sell services and tickets, which most DMOs cannot do. Having at least one receptive in your region is a key to success in the group market. She and her team will be providing services that bring a destination together as a sellable package.
Receptive Operator- Version #2
This Receptive operator works as a liaison and booking agent in the international market. I have seen many presentations on the complex buying chain that can exist between someone that wants to travel from another country to the United States on holiday. There can be many steps and receptive operators are key. Think of this receptive operator as the link between the travel agency selling the tour of the U.S and all the elements of the tour based in the U.S.
The role of receptive operators has changed as online booking has become easier, and more popular. Receptive operators used to have many tried and true routes that sold well year after year. Now that people can book those types of trips online, receptive operators are successful when they add in new and lesser-known destinations, or can offer special experiences that the public can’t easily find.
The industry newsletter Inbound recently reported that there is both consolidation of some of these companies, as well as new companies that provide service to niche markets.
Where to find international receptive operators
Receptive operators run U.S based offices, and their customers are travel agencies and tour companies based in other countries. They can specialize in specific countries, or work with travel agencies in many countries. Receptive operator offices are often staffed with multi-lingual speakers and young people that have moved to the U.S. from another country.
If you are a destination, a hotel or an attraction interested in international visitors, you will want to meet with receptive operators. You can travel to their offices, or to tradeshows like IPW, RTO summits or IITA. Most receptive operators are based in NYC, LA, San Francisco, Miami or Orlando since those are also major gateway cities.
Final thoughts
These two business models are completely different and perform very different roles in our industry. Why they have the same name is beyond me. But both types of receptive operators serve the same role in selling your attraction and destination so make sure you have some of each in your database and at your fingertips!
How can I help you this month?
Have you checked out Tourism Pro Academy? There are free resources, online courses and more. Take some time to learn something new during our National “Pause”. I am adding new courses this month so check it out! Click here to access the site for free.
DMO’s – Are you looking for ways to provide some value to your members during this time? Would you like to offer a live webinar “Continue your Career from Your Couch” that I will host? Join organizations such as
- SYTA,
- Circle Michigan,
- Pennsylvania Bus Association, and
- Visit Baton Rouge who have hired me already this year to educate and inform their members. Click here for additional information on the Online Tourism Training Program.
New! Profile Sheet 911. We know that your profile sheet is your sales ambassador in the Group Tour market. Is yours doing it all it should? Is it effective in answering tour operator questions and making your business sound appealing? Get ready now for when group tours start picking back up. Get ready now for the upcoming trade show season! Sign up for the new Profile sheet 911 program. For only $69 you will get a customized review that is also recorded. Click here for more details. This will be fun!
My friend Jonathan Elkboubi has teamed up with some other Tourism Pros and created HTTA and asked me to share:
If you have recently joined the ranks of the unemployed and furloughed of the US Hospitality, Travel, Tourism and Activities Industries, we invite you to register now at www.HTTA.us. HTTA is a benevolent, confidential and secured database meant to allow you to remain connected to the Trade Associations and DMOs you were involved with, which are unaware of your current work status. We will be adding new functionalities to benefit you once recovery starts, such as industry job boards, a continuing education resource center, and a recovery information repository.
Check out Jonathan’s 2016 Tourism Pro Talk Interview here
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