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Launching a new destination for tourists from Russia, Ukraine and CIS countries

DMC Elite Travel Group, a travel company with its head office in Albania, has 20 years of successful experience in the European market, providing a wide range of high-quality services in the Balkans and South-Eastern Europe.

In autumn of 2020, the host company for Albania, Elite Travel Group, contacted SEA Company with a request to study the company's entry strategy into the tourism market of Russia, Ukraine and CIS countries.
The main difficulties of independently entering the markets of Russia, Ukraine and CIS countries, as well as many others, are:

  • language barrier, since not all representatives of the tourist business speak English, or speak at a basic level, which in the case of contract approval results in a long correspondence without any result;
  • lack of understanding of the specifics of the markets, the mentality and requirements of B2B partners;
  • time spent on search and negotiations in the B2B segment require a lot of daily calls, personal meetings and negotiations. You can do this remotely, but the process of searching for decision makers may take several months or not lead to a result at all.

SOLUTION

The solution of the task was divided into two stages. As part of the first stage, a selective cross-section of the market was carried out, which allowed us to get an overall picture of the potential of Albania as a destination, as well as to understand all the market wishes necessary to increase the touristic flow. To implement this task, the company selected the package "Organization of online business meetings", the results of which are described here.

The second stage of the strategy implementation was the "Sales Representative" package, in which SEA Company became the official sales office of Elite Travel Group in Russia, Ukraine and CIS countries. The main task of SEA Company was to redirect customer flows from markets already developed in Albania (Ukraine, Belarus) through DMC Elite Travel Group, as well as to create interest in Albania in Russia, including competent sales through b2b channels, signing contracts with tour operators, organizing study tours, conducting training webinars and fully coordinating sales of DMC Elite Travel Group services in Russia, Ukraine and the CIS.

PROJECT TEAM

Vitalii Smailov
Anastasia Rogova
Education - Management, Financial University under the Government of the Russian Federation.
Experience in the hotel business and the luxury segment - more than 8 years.

Current PR-practitioner and expert in the field of tourism. Among the projects successfully implemented in recent years were such projects as:

  • Creating strategies for entering the markets of Russia, Ukraine and the CIS hotels in the Maldives, the United Arab Emirates, China, France, Slovenia and Italy.
  • Press conferences of the Moscow Government in Nice, Berlin, Tokyo and Saratov.
  • PR projects for Tourism in Dresden (Germany), as well as the Government of Slovenia.
Education - Management in the hotel and restaurant business, Russian Presidential Academy of National Economy and Public Administration
Experience in the hotel business - more than 5 years.

Expert in the field of proactive sales for DMC and Hotels. In her practice, she uses established relationships with B2B partners, builds long-term cooperation with them and maintains contacts with existing clients of hotels that are represented by SEA Company.

She has experience representing DMC from Greece, Italy and Albania, luxury and business hotels from Slovenia, China, Maldives, Dubai, as well as Russian hotels from Rostov-on-Don, Kazan, Vladimir Region and Moscow.

IMPLEMENTED STEPS

  • As a strategic start to enter the Russian market, a strategy of cooperation with the TOP 10 largest tour operators in Russia was chosen. In the first 4 months, the SEA Company sales department agreed and signed contracts with such tour operators as ANEX Tour, PAKS, PAC Group, VAND and others.
  • The Department of Public Relations, Advertising and Marketing carried out standardization of information about Albania, its resorts and hotels, ETG services and a single photo database. This information is constantly updated and uploaded to many catalogs, on the internal portals of tour operators, as well as in the media.
  • Together with partner tour operators, training webinars for travel agents are regularly held.
  • Excursion programs have been translated into Russian and adapted to the standard familiar to the Russian market.
  • Meetings with the largest players of the markets of Ukraine and Kazakhstan are organized, TOP partners with whom negotiations on the start of cooperation for the next season are planned.
  • A series of promotional tours for travel agents responsible for the sale of tours to Albania is planned on their own and jointly with tour operators.
  • In view of the launch of direct flights to Northern Macedonia, combined tourist programs to Albania via Northern Macedonia were developed and put on sale.

RESULTS

1
The invested costs for SEA Company services began to pay off 4 months after the start of cooperation.
2
DMC started receiving the first reservations within the first month after signing the contracts.
3
Ural Airlines has expanded its flight program due to the high demand for Albania among tourists.
4
The summer season 2021 is 100% loaded.

DO YOU WANT TO LEARN HOW TO ENTER THE MARKETS OF
RUSSIA, UKRAINE, AND CIS COUNTRIES?
GET A FREE CONSULTATION!
LET'S ORGANIZE AN ONLINE MEETING AND DISCUSS IT!

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