What tour operators look for in travel suppliers for itineraries

There’s a moment that happens dozens of times a day across the travel trade. An agent sits down to build an itinerary. They have a destination, a budget, and a client with high expectations. They search for accommodation. And then they choose.

The properties that get selected aren’t always the most famous, or the closest to the game reserve, or even the cheapest. They’re the ones whose supplier profile gives the agent the most to work with. Rich content, a clear story, a sustainability position, a live special offer. The ones that are easy to sell.

If your profile isn’t doing that work for you, then you’re missing out on a massive opportunity. But never fear. Read on for some tips to help you strengthen your profile in two shakes of a lion’s tail.

Your profile is your silent sales pitch

When agents and tour operators use Wetu to plan trips, your profile is what they see. It’s your pitch, your portfolio, and your first impression. And all that normally happens without you in the room.

The properties that get featured in the most itineraries tend to have one thing in common: their profiles are complete, current, and content-rich. That means:

High-quality visuals

Accurate, well-written descriptions

Clear fast facts

All that works together to make the agent’s job easier.

If your content is outdated, your images are low resolution, or your descriptions are thin, agents will move on. That decision has nothing to do with the quality of your property. It’s simply that you haven’t given them enough to work with.

But dark clouds often have a silver lining, especially out in the bush.

The good news is that all this is entirely within your control. Not only is keeping your profile updated easy, but it’s also one of the most effective things you can do to increase how often you appear in itineraries. Our article on revamping your product descriptions is a practical starting point if your copy needs attention. And if you haven’t added video yet, video marketing is one of the most compelling ways to bring a property to life for agents who’ve never visited it.

What buyers need from you

Beyond content quality, there are three specific things agents and operators are increasingly looking for when they evaluate suppliers.

1. Rich, accurate, up-to-date content

This is the foundation. Agents can only sell what they can see. Strong imagery, clear room descriptions, accurate inclusions, and useful practical details all make your property easier for them to include with confidence. If your content hasn’t been updated in a year, it’s time to schedule a review on your calendar.

2. A documented sustainability story

This one is growing faster than many suppliers realise. Travel buyers, particularly those operating in European markets, are under increasing pressure from regulators to verify the sustainability credentials of their supply chain. A broad claim like “we’re a sustainable lodge” no longer satisfies that requirement.

According to the Dutch Centre for the Promotion of Imports: “travel agents and tour operators are seeking sustainable suppliers that match their own goals and visions.” Suppliers who can demonstrate this clearly are getting preferential treatment.

Documenting what your property does across areas like energy, waste, water, community, and biodiversity gives buyers something concrete to share with their clients. If you’re taking sustainability actions and aren’t documenting them because they happen informally or are unfinished, buyers will assume you’re doing nothing.

We know. Working towards official certification can feel overwhelming.

That’s why Wetu offers the Sustainability Profile, a solution designed in partnership with industry experts, to help you share your sustainability practices in one place. This solution lets you begin to tell buyers what you’re doing even if you don’t have all the answers yet.

3. Current specials

Agents building itineraries actively search for live offers. A well-timed, clearly described special can make your property stand out at the exact moment when someone is deciding between two similar options. It doesn’t need to be a deep discount. A welcome pack for the traveller, a Valentine’s Day offer, or an all-in package can be just as effective to get a booking.

One profile, many buyers

The real efficiency of a well-maintained Wetu profile is that you update it once, and every agent who accesses the platform sees your latest content. You don’t have to respond to individual content requests, send image packs on demand, or fill out sustainability questionnaires for each buyer separately. Your profile does that work across the board.

Think of the platform as much more than a place to just store your content. You can use it as a distribution tool. The more complete your profile, the harder it’ll work for you.

See supplier profiles in action

In this Wetu Lab Supplier Studio session, tourism and sustainability specialist Melissa Foley walks through why having your sustainability story documented matters more than ever, and how to approach it without being overwhelmed. Wetu’s product and customer success teams then demo exactly how to complete your sustainability profile and create specials that agents will find.

Ready to make your profile work harder for you?

If you’re already on Wetu, log in and check your profile against the three areas above: content quality, sustainability information, and live specials. Even small updates will make a difference.

Not on Wetu yet? Get your free listing and see how it can work for your property.

Wetu Labs run monthly across two tracks: Trip Designer and Supplier Studio. Join the Wetu Labs mailing list to hear about upcoming sessions.

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