1、February 2023Adventure Travel Supply Chain:Complexities,Challenges&PreferencesThe adventure travel community has always been about building trust and relationships,celebrating shared success and supporting each other in times of struggle,which we have seen on full display the last few years.This rep

2、ort focuses on the different organizations that make up the adventure travel supply chain,and how they work with each other,buyers,and individual travelers.This network is the foundation of our community,and partnerships will be more essential than ever as traveler numbers increase and we work to ma

3、intain sustainable growth for all areas of the world.Only in healthy collaboration can we as an industry succeed.Although it was difficult and even felt impossible at times,we have made it together through a three-year crisis like the global travel industry has never seen.Our community has shown its

4、 strength,resilience and love for adventure travel,which we anticipate will only continue to grow despite the challenges and long-term commitment.-Shannon Stowell,CEO,ATTAFOREWORDATTA|ADVENTURE TRAVEL SUPPLY CHAIN2REPORT CONTENTS01INTRODUCTIONIntroduction.6Methodology.7THE CURRENT LANDSCAPESupply Ch

5、ain Framework&Service Flow.9Supply Chain Components.14Supplier Challenges.210203SURVEY RESULTSProfile of Respondents.25Partnership Preferences.32Marketing&Selling Preferences.36Buyer+Seller Connections.420405CONCLUSIONS+TAKING ACTIONSummary:Adventure Travel Suppliers.48Global Differences and a Chang

6、ing Marketplace.50Moving Forward.51CONCLUSIONConclusion.51ATTA|ADVENTURE TRAVEL SUPPLY CHAIN3While buyers and suppliers are primarily looking for each other in the same places,suppliers slightly prefer conferences/trade shows,and buyers tend to look for referrals from other industry professionals.Bo

7、th commonly seek each other through trade associations,such as ATTA.1234All companies that have an effect on the pre-trip,en-route,and destination on-site travel experience are part of the tourism supply chain.Suppliers(and buyers)are struggling to find technology to manage their business.Many are t

8、urning to costly and time-consuming custom-built solutions for taking bookings and payments.Suppliers prefer to work with outbound tour operators and other individual suppliers,although DMCs can also be valuable and important partners at times.Indirect marketing through travel advisors,tour operator

9、s,and OTAs is the most popular way that suppliers reach travelers,followed by digital ads and direct email marketing.567Suppliers most often sell their products to travelers through tour operators or through travel advisors/agents,but selling direct is also popular.Third-party online travel agencies

10、(OTAs)are the least common way to sell.Although associations are valuable ways to meet new potential partners,building relationships and trust are more important for both buyers and suppliers when choosing others to work with.Budget/price ranks about halfway down the list for both.KEY FINDINGSATTA|A

11、DVENTURE TRAVEL SUPPLY CHAIN4IntroductionPart I:ATTA/Hassen SalumEven for industry veterans,it can be a confusing process to fully understand the supply chain of travel due to the many layers and different terminologies used.This can lead to confusion and a lack of understanding around the complexit

12、ies within the industry,the cost of doing business,as well as the advantages and disadvantages of the various supplier layers.In addition,innovation,technology,and modernization are changing the travel supply chain model on a regular basis.Given the global environment of the tourism industry,it is e

13、ver more important for companies to collaborate within their supply chain and to find partners with similar values.This report takes a deeper look at the adventure travel supply chain components,defines different types of adventure suppliers(also known as service providers),and investigates their pr

14、eferences and challenges that they are currently facing.The goal of this report is to help adventure travel companies better understand the ecosystem in which they work.While the report focuses on suppliers,the connection between buyers and suppliers is also examined to acknowledge their differing p

15、references.Based on the findings,recommendations are made to help the industry move forward to ensure traveler expectations are met.INTRODUCTIONATTA|ADVENTURE TRAVEL SUPPLY CHAIN6A survey was conducted throughout August and September 2022 of member and non-member buyers and suppliers of the ATTA com

16、munity.The survey was open to all who identify themselves as an adventure travel buyer or supplier.Responses from all suppliers are included in this report,along with some buyer responses for comparison purposes.176 supplier respondents started the survey;121 completed it.METHODOLOGY ATTA/Rupert Sha

17、nks ATTA/Rupert ShanksATTA|ADVENTURE TRAVEL SUPPLY CHAIN7 ATTA/Rupert ShanksThe Current Landscape:Suppliers in the Adventure Travel EcosystemPart II:Sernatur MagallanesSupply Chain Framework and Service Flow2a.ATTA/Charley VoorhisThroughout different stages of the tourist journey,various industry pl

18、ayers enable a complete tourism experience to be created.Service providers such as transportation,accommodation,and food and beverage fulfill travelers basic needs,while attraction and excursion providers add to the on-site experience.Some travelers book individually,while others prefer group tours

19、offered by tour operators and travel advisors/agents.All companies that have an effect on the pre-trip,en-route,and destination on-site travel experience are part of the tourism supply chain.ADVENTURE SUPPLIERS ARE A KEY COMPONENT OF A HEALTHY AND EFFICIENT TOURISM SUPPLY CHAINService providers,also

20、 known as suppliers,are an important part of the travel industry ecosystem.Adventure suppliers include a broad range of different industry players from transportation and accommodation providers to natural and built facilities travelers may visit while in the destination and the companies who guide

21、them throughout their journey(see chart on the next page).TOURISM SUPPLY CHAIN FRAMEWORKATTA|ADVENTURE TRAVEL SUPPLY CHAIN10TOURISM SUPPLY CHAINcan be defined as“a network of tourism organizations engaged in different components of tourism products/services such as flights and accommodation to the d

22、istribution and marketing of the final tourism product at a specific tourism destination,and involves a wide range of participants in both the private and public sectors.”11Zhang X.,Song H.,Huang G.Q.(2009).Tourism supply chain management:A new research agenda.Tourism Management,30(3),345358Also see

23、 Understanding the Supply Chain of Travel by Casey HaniskoEND CLIENTSERVICE FLOW IN ADVENTURE TRAVELATTA|ADVENTURE TRAVEL SUPPLY CHAIN11Equipment manufacturersFood&drink manufacturerCraft producersWaste recycling&disposalFurniture manufacturersWater&energy suppliersTechnology,software&payment soluti

24、on providersAccommodation providersLocal or inbound operatorsGear and apparel retailersTravel insurance agenciesAttraction providers -National parks&protected areas -Heritage sites -Built attractionsFacilities -Cafs&restaurants -Shops&markets Transportation providers -Transportation to and from dest

25、ination -Ground transportationTRAVELEROnline Travel Agency(OTA)Tour OperatorTravel Agent/AdvisorHandling agency -Ground operator/DMCSECOND-TIER SUPPLIERS FIRST-TIER SUPPLIERS BUYERS Suppliers can be divided into first-and second-tier suppliers,depending on whether they serve the end client(first-tie

26、r supplier with B2B and/or B2C business models)or supply products/services to the first-tier suppliers(second-tier suppliers with traditionally B2B business models only).Suppliers rarely compete alone in the complex environment of the tourism industry,but instead cooperate and collaborate with other

27、 suppliers and buyers within the supply chain.SERVICE FLOW IN ADVENTURE TRAVELATTA|ADVENTURE TRAVEL SUPPLY CHAIN12In one supply chain service flow scenario with multiple intermediaries involved,a traveler works with a travel advisor/agent to book their trip.The travel advisor then works with an outb

28、ound tour operator,the tour operator works with a destination management company(DMC),and the DMC works with local suppliers(operators,accommodations,and transportation):intermediariesSince they are located in the destination,DMCs are typically considered suppliers.However,they sometimes act as an i

29、ntermediary by connecting consumers to other local suppliers in their destination.This service flow is also referred to as the supply chain or traditional distribution model.Also see Understanding the Supply Chain of Travel by Casey HaniskoDIRECT BOOKING/DISINTERMEDIATION/B2CWhen a consumer books a

30、trip“direct”with a local supplier or operator,they can skip through many of the intermediaries,which is also referred to as disintermediation(or called business-to-consumer or B2C).For example,the chain could look like one of these examples:ATTA|ADVENTURE TRAVEL SUPPLY CHAIN13While booking“direct”is

31、 a growing trend in the travel industry,in adventure travel the consumer is often looking to experience more-remote or less-traveled destinations,or to combine various locations and activities.As a result,there is often a greater need for an intermediary than in other tourism sectors.Post-pandemic,h

32、aving a trusted partner to provide reassurance and protection is more important and valuable than ever before.Also see Understanding the Supply Chain of Travel by Casey HaniskoSupply Chain Components2b.ATTA/Rupert ShanksAlso see Understanding the Supply Chain of Travel by Casey HaniskoADVENTURE TRAV

33、EL TERMINOLOGYAt the Adventure Travel Trade Association(ATTA),we often use the term“supplier”when referring to DMCs and local suppliers and the term“buyer”for outbound tour operators and travel advisors/agents.It is also important to note that some tour operators operate as a hybrid inbound and outb

34、ound business model,making them both a buyer and a supplier.“Buyers”are the ones directly connected with the consumer and who influence travelers destination and activity decisions.They buy or source products and services from local DMCs and tour operators in the destination.“Suppliers”or DMCs and l

35、ocal tour operators in general are supplying services from the ground and destination to the buyers who book on behalf of consumers.ATTA|ADVENTURE TRAVEL SUPPLY CHAIN15Online Travel Agencies(OTAs)and online wholesalers are also important intermediary players in the market.TRAVEL ADVISORS/AGENTS/CONS

36、ULTANTSATTA|ADVENTURE TRAVEL SUPPLY CHAIN16TRAVEL ADVISOR/AGENTA travel advisor(or agent)is a curator of a personalized experience for a consumer.The travel advisors unique role is to understand the needs of their clients and to know the depths of the travel market so they can craft a travel solutio

37、n that delivers on those needs.Consumers who value not having to spend hours looking for the perfect accommodation,consider how to get from point A to B to C,decide what destinations have the best option for their current activity requests,or research which options are more sustainable,gain great va

38、lue and benefits from working with a travel advisor.Travel advisors can work for agencies or independently as business owners,and can enlist or become accredited by consortiums or associations of agents,depending on where they are based.A travel advisor often charges a small fee to the consumer for

39、their expertise,and they often receive commissions from businesses.For a tour operator,an advantage of working with travel advisors is that a curated traveler is brought to them;if the traveler has a good experience,the advisor or agent is likely to return with future clients.Often,travel advisors r

40、emain involved throughout the entire trip process and handle client questions and support.One of the greatest values of a travel advisor to a consumer is that in addition to hotels and transportation options,they are knowledgeable about and sell a wide variety of packaged trips from different tour o

41、perators,and therefore can provide a diverse range of options.International travel,in particular,can involve more unknowns and uncertainty,making travel advisors expertise and experience particularly valuable.Also see Understanding the Supply Chain of Travel by Casey HaniskoOUTBOUND TOUR OPERATORATT

42、A|ADVENTURE TRAVEL SUPPLY CHAIN17OUTBOUND TOUR OPERATOROutbound tour operators craft itineraries and sell those itineraries to individuals or groups as a packaged product.Tour operators often cater to a niche market with specific needs,especially in adventure travel,where many operators specialize i

43、n activities such as trekking or cycling.The tour operators value is in knowing current market demand and travel trends and matching those with destinations to keep innovating new products.These are often multi-day itinerariesfrom three days to three weeks,depending on the destination and experience

44、.Many consumers will work directly with a tour operator,bypassing the travel advisor.Outbound tour operators usually work with DMCs in a destination who help them identify the best local suppliers for their tour needs.A consumer who wants to go on a tour through an operator will sometimes also use a

45、 travel advisor because they can identify the right tour operator for their needs and also add additional experiences before or after the tour.It is also important to note that tour operators usually hold a legal responsibility or bond to safeguard the consumer,depending on the country in which they

46、 operate.This adds an extra layer of protection by requiring transparency,information sharing,cancellation rights,and assistance to travelers.Also see Understanding the Supply Chain of Travel by Casey HaniskoDESTINATION MANAGEMENT COMPANY(DMC)ATTA|ADVENTURE TRAVEL SUPPLY CHAIN18DESTINATION MANAGEMEN

47、T COMPANY(DMC)DMCs sell and package solutions within their destination.They have deep knowledge of and connections with accommodations,local transportation,and local suppliers who offer logistics and activity options.DMCs are also known as wholesalers,ground handlers,or inbound tour operators.A DMC

48、gets rates from their suppliers for products which they then package and sell to operators,advisors,or even directly to the consumer.DMCs work with outbound tour operators or cruise companies(specifically expedition cruise companies within adventure travel)to provide options that meet the needs of e

49、ach tour.Travel advisors can also work directly with DMCs to provide a menu of activity options and on-the-ground support for clients if issues arise.Also see Understanding the Supply Chain of Travel by Casey HaniskoLOCAL SUPPLIERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN19In the growing and ever-changing

50、world of travel there are many businesses that offer services on the ground for travel experiences.Local suppliers can include organizations like:Accommodations of varying levels and stylesAttraction providersNational parks&protected areasHeritage sitesBuilt attractionsTransportation providersTransp

51、ortation to and from destinationGround transportationLocal or inbound tour operatorsFood&beverage and shoppingCafs&restaurantsShops&markets Companies offering activities such as kayaking,climbing,food tours,cultural experiences,and moreLocal communities are an important part of the travel experience

52、,especially for adventure travelers,and tour operators and DMCs relationships with and connections to these communities are important.They are what make adventure travel experiences stand out and create shared economic value.Also see Understanding the Supply Chain of Travel by Casey HaniskoONLINE TR

53、AVEL AGENCIES(OTAS)/WEB-BASED MARKETPLACEOnline Travel Agencies(OTAs)are best known for selling flights,hotels,and cars.However,many also sell packages,such as outbound tour itineraries or packaged tours from DMCs.In the adventure travel industry,OTA can also stand for Online Tours&Activities.These

54、are web-based marketplaces that directly curate activities or experiences from the local activity providers and sell them to individual travelers.Some OTAs sell primarily single-day tours and others sell primarily multi-day products.OTAs can curate products from a DMC and directly connect the DMC wi

55、th the consumer.The DMC is the one crafting the product and selling it to the consumer,while the OTA takes a commission for bringing the consumer to them.In this case the DMC must be able to sell directly to the consumer to be featured in the OTAs platform.This is particularly true of tailor-made ho

56、lidays which require a strong local expertise.The resulting supply chain in this example looks like this:ATTA|ADVENTURE TRAVEL SUPPLY CHAIN20Also see Understanding the Supply Chain of Travel by Casey HaniskoSupplier Challenges2c.ATTACURRENT CHALLENGES TOURISM SUPPLIERS FACEATTA|ADVENTURE TRAVEL SUPP

57、LY CHAIN22Like the rest of the travel industry,adventure travel suppliers are facing challenges related to their recovery from COVID-19,but also have their own unique difficulties.As can be seen in previous research and the following survey results,suppliers(and buyers)are struggling to find technol

58、ogy to manage their business.2 Many are turning to custom-built solutions for taking bookings and payments,and this can be costly and time-consuming.COVID-19 has caused a significant reduction in revenue in tourism and adventure suppliers need time to recover from the epidemic outbreak.While the cur

59、rent economic situation around the globe is tenuous,in 2022 international tourism reached 65%of pre-pandemic levels,signaling a strong continued recovery.3 Domestic and intra-regional tourism is recovering faster,which is bringing some income to tourism suppliers,many of whom acquired debt during th

60、e pandemic that they are now paying off in addition to their normal operating expenses.2https:/learn.adventuretravel.biz/research/creating-communicating-and-connecting-technology-in-adventure-travel3https:/www.unwto.org/news/tourism-recovery-accelerates-to-reach-65-of-pre-pandemic-levels CURRENT CHA

61、LLENGES TOURISM SUPPLIERS FACEATTA|ADVENTURE TRAVEL SUPPLY CHAIN23Another challenge is that tourism demand changes continuously,and it is difficult to understand market needs to keep up with changing requirements and how to communicate with end clients.For example,COVID-19 changed travelers expectat

62、ions around safety and hygiene measures,cancellation policies,and travel insurance protection inclusions.These changes in demand also affect staffing and guide needs,making it more difficult to operate efficiently.Healthy and collaborative buyer-supplier relationships are an essential element of tou

63、rism supply chain management,but can also be difficult and take time to build.At its best,positive buyer-supplier relationships throughout the industry can lead to extraordinary experiences for the end client.Supply chain partnerships created based on engagement,commitment,trust,communication and co

64、operation will also lead to direct benefits for the industry players,such as unique selling propositions(USPs),reduced procurement costs and increased efficiency.The remainder of this report will discuss these challenges in more detail and provide recommendations for managing and overcoming them in

65、the coming years.Survey ResultsPart III:ATTA/Hassen SalumProfile of Respondents3a.ATTAQ2:In which country is your organization headquartered?Base:All supplier respondents(n=137)Source:2022 Buyer/Supplier Survey34%18%6%15%28%Central/South AmericaAsia/PacificAfricaEuropeNorth AmericaNotes:Totals may n

66、ot equal 100 due to rounding.Middle Eastern countries are included in Asia due to low response rate.Caribbean countries are included in Central/South America.ORGANIZATION HEADQUARTERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN26Q5:Indicate which regions you are currently operating in and where you would like

67、 to operate in the future:Base:All supplier respondents(n=137)Source:2022 Buyer/Supplier SurveyThe 5 most popular regions of operation are South America,Western Europe,Central America,North America,and South Asia.REGIONS OF OPERATIONATTA|ADVENTURE TRAVEL SUPPLY CHAIN27RegionCurrently Operate InWould

68、 Like to Operate InUsed to Operate InNeitherSouth America34%15%4%47%Western Europe29%12%0%59%Central America 18%19%1%62%North America24%8%4%64%South Asia19%9%3%69%Eastern Europe15%12%3%70%Nordic14%14%2%70%Central Europe12%12%2%74%Southeast Asia12%12%4%73%Australia and New Zealand13%9%4%73%Africa12%8

69、%4%75%North Asia7%13%6%74%Central Asia7%14%2%78%Middle East&North Africa9%7%4%80%Antarctica7%11%1%80%Caribbean6%6%2%86%South Pacific4%7%3%87%Q2:Please select the option that most accurately describes the main function of your company:Base:All supplier respondents(n=137)Source:2022 Buyer/Supplier Sur

70、vey49%1%18%31%Inbound/Receptive Tour OperatorDestination Management Company(DMC)Outbound&Inbound Tour OperatorDMO/Tourism BoardORGANIZATION TYPEATTA|ADVENTURE TRAVEL SUPPLY CHAIN28Respondents organizations were most likely to have made less than$50,000 in revenue in 2021.Q4:What is your organization

71、s 2021 estimated gross annual revenue in USD?Base:All suppliers that responded with a valid numerical amount(n=134)Source:2022 Buyer/Supplier Survey5%14%8%3%4%28%7%18%13%Less than$50,000$50,000 to$100,000$100,001 to$200,000$200,001 to$500,000$500,000 to$1 Million$1 Million to$2 Million$2 Million to$

72、5 Million$5 Million to$10 Million$10 Million+2021 ANNUAL REVENUEATTA|ADVENTURE TRAVEL SUPPLY CHAIN29Q3:Please share the size of your 2021 workforce:Q6:Does the CEO or top leader at your organization identify as a woman?Base:All supplier respondents(n=137)Source:2022 Buyer/Supplier Survey*Two outlyin

73、g values were labeled and omitted from calculations using a 2.2 multiplier(Hoaglin&Iglewicz,1987)*One outlying value was labeled and omitted from calculations using a 2.2 multiplier(Hoaglin&Iglewicz,1987)average full-time employees*14average part-time employees*8average non-staff subcontractors*17Re

74、spondents tended to be from small companies with fewer than 25 employees,although companies of all sizes are represented in the results.WORKFORCE SIZE IN 2021ATTA|ADVENTURE TRAVEL SUPPLY CHAIN3045%of respondents have a CEO or top leader who identifies as a womanQ28:How many individual travelers did

75、your organization serve in 2021?Please supply us with your best estimate.Base:All supplier respondents(n=118)Source:2022 Buyer/Supplier Survey*One outlying value was labeled and omitted from calculations using a 2.2 multiplier(Hoaglin&Iglewicz,1987)On average,responding organizations had 1631 guests

76、 in 2021.TRAVELERS SERVED IN 2021ATTA|ADVENTURE TRAVEL SUPPLY CHAIN311631average travelers served in 2021*Partnership Preferences3b.ATTA/Hassen SalumQ22:In my role as a supplier,I prefer to work with partners that identify as:Base:All supplier respondents who did not answer N/A(n=123)Source:2022 Buy

77、er/Supplier SurveySupplier respondents prefer to work with outbound tour operators and other individual suppliers,although DMCs can be valuable and important partners at times.WORKING WITH PARTNERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN33Outbound tour operatorsOther individual suppliers(accommodations,tr

78、ansportation,guides,etc.)DMCsDestination management companiesAlwaysSometimesNeverN/AQ24:In your role as a supplier,how do you search for new buyers?Base:All supplier respondents(n=123)Source:2022 Buyer/Supplier SurveyRespondents like to meet new buyers at conferences/trade shows,through referrals fr

79、om other industry professionals,and through trade associations.SEARCHING FOR BUYERS TO PARTNER WITHATTA|ADVENTURE TRAVEL SUPPLY CHAIN34At conferences and/or trade showsReferrals from other industry professionalsThrough trade associationsSocial mediaOnline through a Google searchTravel publications/m

80、ediaAlwaysSometimesNeverN/AQ27:In your role as a supplier,what is most important to you when choosing new buyer partners?Base:All supplier respondents(n=123)Source:2022 Buyer/Supplier SurveyRelationships/trust,sustainability practices,and referrals from trusted sources are the top things suppliers l

81、ook for in a buyer.Respondents indicated that a business being owned by indigenous or minority persons,or women,is not currently of the utmost importance.DECIDING WHICH BUYERS TO PARTNER WITHATTA|ADVENTURE TRAVEL SUPPLY CHAIN35EssentialSomewhat ImportantNot at all ImportantRelationships/trustWomen o

82、wnershipSustainability practicesReferrals from trusted sourcesCredentials such as business license,insuranceYears of experienceBudgetBuyers ability to provide multiple servicesCertifications/awardsMemberships(e.g.,associations or consortia)Indigenous ownershipMinority ownership1%1%2%N/AMarketing&Sel

83、ling Preferences3c.ATTA/Hassen SalumQ31:What kind of marketing channels do you use to reach individual travelers?Base:All supplier respondents(n=119)Source:2022 Buyer/Supplier SurveyIndirect marketing through travel advisors,tour operators,and OTAs is the most popular way to reach travelers,followed

84、 by digital ads and email marketing.MARKETING PRODUCTS TO TRAVELERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN37Indirect marketing through travel advisors/tour operators/OTAsOtherDigital advertisementEmail marketingSEO marketingEvents70%66%61%53%45%12%Q29:How do you sell your products?Base:All supplier respo

85、ndents(n=119)Source:2022 Buyer/Supplier SurveySupplier respondents most often sell their products to travelers through tour operators or through travel advisors/agents(B2B),but selling“direct”(B2C)is also popular.Third-party online travel agencies(OTAs)are the least common way to sell.SELLING PRODUC

86、TS TO TRAVELERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN38Through a tour operatorThrough travel advisors/agentsDirect in house,with booking over the phone or emailAutomated through our own website,with online bookingThrough third-party OTAsAlwaysSometimesNever1%1%N/AQ30:If you use a booking platform,which

87、one do you use?Base:All supplier respondents(n=119)Source:2022 Buyer/Supplier SurveyThere are no clear leading booking platform solutions that work for many respondents.35%do not use a booking platform at all,and 27%use their own custom-built software.BOOKING PLATFORMSATTA|ADVENTURE TRAVEL SUPPLY CH

88、AIN3935%none27%custom38%other38%use a wide mix of off-the-shelf existing systems such as Fareharbor(7 respondents),WeTravel(5),Checkfront(4),Bokun(3),Peak15(3),Xola(3),PEEK Pro,Bilberry,Civitas,Globetrack,Kodely,KOOB,BookMandi,Citybreak,Retreat Guru,Comers,Airbnb Experiences,Toogo,Make My Trip,and T

89、our Agency App(each of these only have 1 respondent).Q32:How are you currently invoicing your customers(if applicable)?Base:All supplier respondents(n=119)Source:2022 Buyer/Supplier SurveyLike booking platforms,respondents use a wide variety of systems to invoice their clients(both businesses and in

90、dividual consumers).41%use a custom-built system,8%invoice manually,and 51%use a pre-built system.This shows a hugely fragmented market,as there is no one solution that seems to work well for adventure travel suppliers.INVOICING CUSTOMERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN4041%custom51%otherAlternati

91、ve systems used by more than one respondent include Flywire(5 respondents),Quickbooks(5),Xero(4),Checkfront(4),Paypal(3),Stripe(3),and Zoho(2).One respondent each reported using the following:BeSale,Ezus,iZettle,Peak 15,PEEK Pro,Poweroffice,Quickfile,Res Request,Retreat Guru,Sage,Salesforce,SAT,Squa

92、re,Tally,Waveapps,WeTravel.8%manualOther systems used by more than one respondent include Stripe(20 respondents),Venmo(4),Square(3),WeTravel(3),and personal check(3).Systems only mentioned once include Efecty,ePayco,Eway,FareHarbor,Flywire,money transfer services(Western Union,Moneygram,etc.),Nequi,

93、PaySolutions,Sumup,Swish,Transbank,Wise.Q33:How do you currently accept payments?Please select all that apply.Base:All supplier respondents(n=119)Source:2022 Buyer/Supplier SurveyAdventure travel suppliers accept payments in lots of different ways.The most common is through bank transfer(91%of respo

94、ndents),followed by credit card(76%),cash(51%),and Paypal(36%).ACCEPTING PAYMENTSATTA|ADVENTURE TRAVEL SUPPLY CHAIN4176%Credit Card91%Bank Transfer36%Paypal51%CashBuyer+Supplier Connections3d.ATTA/Hassen SalumQ23:In your role as a buyer,how do you search for new suppliers?Base:All buyer respondents(

95、n=114)Source:2022 Buyer/Supplier SurveyThe same survey asked similar questions of buyer respondents.Buyers preferred ways to find new suppliers to partner with are through referrals from other industry professionals,trade associations,and conferences/trade shows.A comparison can be found on the next

96、 page.SEARCHING FOR SUPPLIERS TO PARTNER WITHATTA|ADVENTURE TRAVEL SUPPLY CHAIN43Referrals from other industry professionalsThrough trade associationsAt conferences and/or trade showsOnline through a Google searchTravel publications/mediaSocial MediaAlwaysSometimesNeverN/A3%Q22:In your role as a sup

97、plier,how do you search for new buyers?Q23:In your role as a buyer,how do you search for new suppliers?Base:All supplier respondents(n=123),all buyer respondents(n=114)Source:2022 Buyer/Supplier SurveyWhile buyers and suppliers are primarily looking for each other in the same places,suppliers slight

98、ly prefer conferences/trade shows,and buyers tend to look for referrals from other industry professionals.Both commonly seek each other through trade associations,such as ATTA.SEARCHING FOR NEW PARTNERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN44Buyer Preferences in OrderReferrals from other industry profes

99、sionalsThrough trade associationsAt conferences and/or trade showsOnline through a Google searchTravel publications/mediaSocial mediaSupplier Preferences in OrderAt conferences and/or trade showsReferrals from other industry professionalsThrough trade associationsSocial mediaOnline through a Google

100、searchTravel publications/mediaBuyers require relationships/trust to partner with suppliers.They like local suppliers with credentials like a business license and insurance.For most buyers,the suppliers do not need to be minorities or women.A comparison is on the next page.Q26:In your role as a buye

101、r,what is most important to you when choosing new supplier partners?Base:All buyer respondents(n=113)Source:2022 Buyer/Supplier SurveyDECIDING WHICH SUPPLIERS TO PARTNER WITHATTA|ADVENTURE TRAVEL SUPPLY CHAIN45EssentialSomewhat ImportantNot at all ImportantRelationships/trustWomen ownershipCredentia

102、ls such as business license,insuranceReferrals from trusted sourcesSustainability practicesSuppliers ability to provide multiple servicesYears of experiencePriceIndigenous suppliersCertifications/AwardsMemberships(e.g.,associations or consortia)Minority ownershipLocal suppliersN/A3%2%2%2%2%2%2%3%4%3

103、%3%3%1%Q26:In your role as a buyer,what is most important to you when choosing new supplier partners?Q27:In your role as a supplier,what is most important to you when choosing new buyer partners?Base:All buyer respondents(n=114),all supplier respondents(n=123)Source:2022 Buyer/Supplier SurveyRelatio

104、nships and trust are the most important factors in choosing new partners,for both buyers and suppliers.Although associations are valuable ways to meet new potential partners,building relationships and trust are more important when choosing which ones to work with.Budget/price ranks about halfway dow

105、n the list for both.CHOOSING NEW PARTNERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN46Buyer Preferences in OrderRelationships/trustLocal suppliersCredentials such as business license,insuranceReferrals from trusted sourcesSustainability practicesSuppliers ability to provide multiple servicesYears of experien

106、cePriceIndigenous suppliersCertifications/AwardsMemberships(e.g.,associations or consortia)Minority ownershipWomen ownershipSupplier Preferences in OrderRelationships/trustSustainability practicesReferrals from trusted sourcesCredentials such as business license,insuranceYears of experienceBudgetBuy

107、ers ability to provide multiple servicesCertifications/AwardsMemberships(e.g.,associations or consortia)Indigenous ownershipMinority ownershipWomen ownershipConclusions+Taking ActionPart IV:ATTA/Cory RossnagelSUMMARY:ADVENTURE TRAVEL SUPPLIERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN48Challenges with Techn

108、ologySuppliers(and buyers)are struggling to find technology to manage their business.Many are turning to costly and time-consuming custom-built solutions for taking bookings and payments.There is not one single booking platform solution that works for many respondents.35%do not use a booking platfor

109、m at all,and 27%use their own custom-built software.Like booking platforms,respondents use a wide variety of invoicing systems.41%use a custom-built system,8%invoice manually,and 51%use a pre-built system.Adventure travel suppliers accept payments in lots of different ways.The most common is through

110、 bank transfer(91%of respondents),followed by credit card(76%),cash(51%),and Paypal(36%).This shows a hugely fragmented market,as there is no one solution that seems to work well for adventure travel suppliers.SUMMARY:ADVENTURE TRAVEL SUPPLIERSATTA|ADVENTURE TRAVEL SUPPLY CHAIN49Partnering with Buye

111、rsSupplier respondents prefer to work with outbound tour operators and other individual suppliers,although DMCs can be valuable and important partners at times.This may be because working with a DMC can add an extra layer of service,and therefore increase costs,but this is worth the expense in some

112、situations such as a complicated itinerary or a destination with many restrictions.Supplier respondents most often sell their products to travelers through tour operators or through travel advisors/agents,but selling directly to the consumer is also popular.Although selling through other channels li

113、kely lowers suppliers margins,it is often a more efficient way to reach travelers,saving the supplier a lot of time and money on sales and marketing efforts.Third-party online travel agencies(OTAs)are the least common way to sell.Indirect marketing through travel advisors,tour operators,and OTAs is

114、the most popular way to reach travelers,followed by digital ads and email marketing.While buyers and suppliers are primarily looking for each other in the same places,suppliers slightly prefer conferences/trade shows,and buyers tend to look for referrals from other industry professionals.Both common

115、ly seek each other through trade associations,such as ATTA.Relationships and trust are the most important factors in choosing new partners,for both buyers and suppliers.Although associations are valuable ways to meet new potential partners,they are not as important when it comes to choosing which on

116、es to work with.Budget/price ranks about halfway down the list for both.Also see Understanding the Supply Chain of Travel by Casey HaniskoGLOBAL DIFFERENCES AND A CHANGING MARKETPLACEThe global travel supply chain is a complex puzzle which is constantly changing in a disruptive world and varies depe

117、nding in which country the company is based.For instance,in the United Kingdom,there is a clearly defined line between tour operators and travel agencies.Outbound tour operators contract directly with local DMCs,while travel agencies sell products from tour operators or UK-based businesses with a UK

118、 tourism license.In contrast,in France,travel agencies work directly with local DMCs as well as with outbound tour operators.In Asia,travel advisors and outbound tour operators are often one and the same business,calling themselves a travel agent,but taking the role of packaging the trip themselves.

119、Increasingly more popular in the travel industry is the role of the marketing representative or Sales Rep who is in charge of promoting and connecting DMCs with outbound tour operators(and possibly travel advisors).They are based in the targeted destination and are very well-connected.They can work

120、on commission or retainer fees,depending on a countrys practices and agreement between the two parties.An additional disruption in the market are media influencers who sell their own curated tours to their followers where they often lead the group.Since they have already built trust with their audie

121、nce,their loyal followers are interested in traveling with them to destinations and experiencing travel through their lens and brand.Special interest groups are another growing niche market,for example avid cyclists might organize an annual trip overseas for their group,where they might work directl

122、y with an outbound tour operator,DMC,or even the local suppliers themselves.ATTA|ADVENTURE TRAVEL SUPPLY CHAIN50Also see Understanding the Supply Chain of Travel by Casey HaniskoMOVING FORWARDBuilding RelationshipsDeveloping relationships across the complicated global travel supply chain is more imp

123、ortant than ever,especially as destinations and businesses recover from the pandemic.New entrants to the market should ask clear questions when establishing their business relationships to ensure both parties understand their individual roles and expectations and maintain open communication througho

124、ut their partnership.Buyers and suppliers also should be looking for each other in similar places.Both buyers and suppliers like to use conferences/trade shows,referrals from other industry professionals,and trade associations as a way to connect.Therefore,new buyers and suppliers looking to start o

125、r build a presence in the adventure travel market should attend industry events,join a trade association,and network with other industry professionals.Challenges with TechnologyTechnology continues to be a hurdle for many adventure travel suppliers(and buyers).There are many solutions available,but

126、none are working well for a large segment of the market,leading many organizations to develop their own custom product or process tasks manually across a variety of solutions that may or may not work together.Unfortunately there is no easy answer to this problem,but starting the discussion and askin

127、g other organizations for their experience is one way to navigate the options available.ATTA|ADVENTURE TRAVEL SUPPLY CHAIN51Also see Understanding the Supply Chain of Travel by Casey HaniskoMOVING FORWARDIn light of the anticipated overwhelming return to travel and growth in the number of travelers

128、interested in adventure,this type of research is essential to better understand the current marketplace.The trust-based relationships that adventure tourism experts bring to the field will continue to lift the entire industry as partnerships strengthen.These relationships and bonds will be more esse

129、ntial than ever to support a sustainable return to travel,as traveler numbers increase and concerns around overtourism and responsible tourism continue.Curating experiences for a growing and diverse group of travelers who are new to adventure or those aging with accessibility needs and specific expe

130、ctations will make understanding and finding an organizations place in the supply chain even more critical to succeed as a unique successful business with a strong value proposition.It is important to remember that building relationships and trust takes time.From an initial meeting at a conference t

131、o a fully developed itinerary that is available for consumers to book can take up to three years,so it requires a long-term commitment to the process and adventure travel community.ATTA|ADVENTURE TRAVEL SUPPLY CHAIN52Flywire promo slideFlywire,the Adventure Travel Trade Associations Preferred Global

132、 Payments Partner,is proud to support ATTAs work,including this report on the state of adventure travel suppliers.As part of our continued support of the adventure travel community,Flywire is offering all ATTA members a free travel payments assessment.To learn how Flywire can reduce your payment cos

133、ts and improve your guest experience,request an assessment by clicking the link below: TRAVEL SUPPLY CHAIN:COMPLEXITIES,CHALLENGES&PREFERENCESCopyright 2023 Adventure Travel Trade AssociationPublished by the Adventure Travel Trade AssociationMonroe,WA 98272,United States Online publication:February

134、2023Website:learn.adventuretravel.biz/researchEmail:researchadventuretravel.bizThis report was compiled and edited by:Heather Kelly,Director of Research&Sustainability,ATTANenna Salokangas,Research&Sustainability Manager,ATTAWith content from Understanding the Supply Chain of Travel written by Casey

135、 HaniskoAll rights reserved.The contents of this report may be quoted,provided the source is given accurately and clearly.Distribution or reproduction in full is permitted for own or internal use only.While we encourage distribution via publicly accessible websites,this should be done via a link to

136、ATTAs corporate website,www.adventuretravel.biz,referring visitors to the Research section.This report is produced with Flywire by the Adventure Travel Trade Association(ATTA).Data sources:This report is based on secondary research and an online survey conducted and distributed by ATTA throughout Au

137、gust and September 2022.PROPEL YOUR ADVENTURE CAREER FORWARD WITH THE ATTAJoining the ATTA as a member helps your business develop,introduces you to the best and brightest minds in the industry,and allows you to have a bigger impact by collaborating on a collective purpose.Level up your adventure tr

138、avel education with online courses covering:Safety and Risk Management Guide Training Adventure Travel Business ManagementTransformation Design PrinciplesDeveloping Self-Guided ToursSales Funnels&High-Converting WebsitesJoin ATTA as a Member and gain access to:Special member pricing for ATTA eventsO

139、pportunities for trade and consumer exposureBusiness resources,guides,and legal templatesFree access to educational webinarsFree access to industry research reportsPro-deals on gear and equipmentAn industry-specific career centerBecome a MemberApply for a Professional Membership for one individual o

140、r a Business Membership for the whole organization.Learn More and Join Today20%off for Report Viewers:Use coupon code RESEARCH20Invest in your education to thrive in 2023View All Training CoursesABOUT THE ATTAEstablished in 1990,the Adventure Travel Trade Association is the largest global network of

141、 adventure travel leaders.Our community is made up of 30,000 individual guides,tour operators,lodges,travel advisors,tourism boards,destination marketing and management organizations,outdoor educators,gear companies and travel media who share a belief and commitment to sustainable tourism.The connec

142、tions and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.The adventure travel industrys source of trade news online at ATTAs Online Members C

143、ommunity at members.adventuretravel.bizThe travelers guide to finding adventure at adventure.travelThe ATTAs homepage online at adventuretravel.bizThe ATTA strives to produce regular reports that take the pulse of the industry through our membership as well as the global travel industry.In addition,

144、consumer research studies lend insight into the fast paced and changing world of travel and travelers perceptions of it.At adventuretravel.biz,our Research Reports can be located that dive deeply into the motivations of adventure travelers,the size of the industry,the landscape and health of the ind

145、ustry at large,as well as other targeted reports on subjects ranging from Travel Agents to adventure travel in specific destinations.ABOUT OUR RESEARCHTHE ATTAS WEB PROPERTIESFor more information or media queries,please contact:Heather KellyDirector of Research&Sustainability,ATTAheatheradventuretravel.biz ATTA/Charley Voorhis