ETOA Webinar | Inside the Buyer’s Mind: What Tour Operators want for Shoulder and Off Peak products
Shoulder and off-peak travel offer some of the strongest opportunities for year-round revenue, but success depends on understanding the decision-makers who purchase and package these products. In this webinar, a panel of leading travel trade buyers shared firsthand insights into what drives their buying decisions during non-peak periods.
This session shifts the spotlight to the buyers:
- What motivates them to contract shoulder and off-peak inventory
- What product attributes they prioritize
- How pricing, flexibility, and value influence their selections.
Speakers discussed the operational realities and commercial pressures that shape their purchasing strategies, from demand forecasting and seasonality planning to marketing windows and distribution requirements.
This webinar offers a buyer-led perspective to help suppliers align their strategies with trade expectations and grow shoulder and off-peak business more effectively.
The panellists for this discussion:
- Amber Youell, Senior Product Lead, Tauck
- Tristram Yarde-Leavett, Managing Director, Globus
- Alan Richards, UK Destination Manager, Kuoni Tumlare
- Tetsu Tajika, Director, HIS-Miki Travel
The session was moderated by Tom Jenkins, CEO, ETOA.
Extend the Season, Diversify your Product, Explore the less famous
SHOP is the new B2B event focused on driving demand beyond the high season. Designed for destinations, suppliers and operators seeking to grow business outside traditional peak months, SHOP unites tourism professionals committed to building a better and more balanced visitor economy.