How can an independent hotel or small hotel group effectively enter highly fragmented markets with numerous travel players, where personal relationships dominate and local hotel brands wield strong influence due to deep market knowledge, strategic agreements with major travel holdings, and high brand loyalty?
Let’s use the Spanish market as a case in point. To establish a strong foothold in the Spanish B2B outbound travel market, you need a medium- to long-term strategy aligned with the business segments you aim to target and grow. Often, many hotels and brands managers underestimate the time it takes to build trust with travel agents or corporate travel managers. If you’re only looking for short-term ROI, this market will likely frustrate you.- Appoint a Local Sales Representative or GSA (General Sales Agent): Someone who understands the market landscape, anticipate the trends, knows the key players, and targets the right contacts on your behalf. Spanish agencies and corporate prefer working with brands represented by local contacts they know and trust—professionals who understand the needs and preferences of Spanish clients, speak the language and, above all, are easily accessible and serve as advocates within the hotels when needed.
- Allocate budget to participate in select trade shows and B2B workshops in Spain that are relevant to your property. Prioritize high-impact events such as FITUR (Madrid)—a major networking platform that covers multiple market segments—as well as regional or niche-focused workshops targeting leisure and group travel. These events are often organized by National Tourism Boards, travel consortia , associations (e.g., CEAV, ACAVE), or MICE platforms (e.g., EventoPlus, MICE Global Forum) and are essential for building strategic connections and increasing brand visibility, depending on your target segment.
Commissions are widely required by leisure agencies, regional consortia and MICE planners. Any regional preferred partnership will be based on override commissions. Rigid payment structures, no EUR pricing, or low commissions can push agencies toward more cooperative competitors. Flexibility is expected—especially for group bookings. Flexible payment conditions can be a strong commercial advantage.
We’ve often seen potential group business lost due to a lack of flexibility from hotels. This is where local sales reps play a crucial role—they can advise you on which partners are financially reliable and trustworthy.Leverage local Tour Operator partnerships by identifying the top 20-25 relevant partners to your property. Co-create packages that feature your hotel as the preferred accommodation. These local players have strong relationships with agencies and direct access to outbound individual leisure & leisure group demand. Spanish travel agencies value relationships, responsiveness, and reliability. If your hotel brand commits to the market with consistency, localized support, and a strong value proposition adated to the travel market needs and demand—you’ll earn loyalty, advocacy, and long-term bookings.