Nordic Travel Rep. is founded by the leading Nordic representation agency Related. Since the beginning in 2003, Related have had a strategic approach to communication and representation. However, due to an increasing demand for sales capabilities, in 2018 it was decided to start a new agency – Nordic Travel Rep. – with this exact focus.
– Most of Related’s clients have a very strategic and long-term market approach focusing on strengthening their brand and image. These clients of course, also want to see specific results, but for quite some time we had been wanting to offer an even better product within sales to the many hotels and DMCs who have approached us over the years in search for a Nordic representative whose primary focus was on sales, bookings and leads – and immediate sales results, explains Director and Partner in Related and now also Nordic Travel Rep., Henrik Koch:
– It requires a sales-oriented company culture to generate bookings, leads and short-term results, and that will collide with a culture based on strategic branding and communication – and long-term thinking. Therefore, it made great sense for us to divide the activities in two separate agencies.
Same services – different focus
In Related, sales, trade and MICE is still be an integrated part of the Nordic representation product, which is offered to all clients. Similarly, Nordic Travel Rep. also offers PR and marketing services, but as a supplement – a support activity to increase sales results.
– To effectively create short-term ROI, it requires a different set-up – both in terms of administration and employees. This set-up is now established in a new construction, which of course is based upon all the experience we, in Related, have had through the years – and the extensive knowledge we have gathered about the Nordic travelers, both from our work and from our annual market survey and analysis, Henrik Koch explains.