Optimizing Sales Channels: Third-Party Sales

Third-party sales channels have become a staple in the sales strategy of many attractions and tour operators, offering an extended reach and diverse customer base.

This category comprises various partners who sell your tickets or tours on your behalf, such as hotel concierges, travel agencies, or other sales portals.

In this post, we’ll explore this crucial sales channel, offering insights into its benefits, challenges, and optimization strategies.

Understanding Third-Party Sales

Third-party sales involve selling your tickets or tours through external entities, outside of your own direct channels. These third parties act as intermediaries, connecting you with their customer base and often earning a commission on sales.

Their value lies in their ability to extend your reach to markets and customer segments you might otherwise struggle to tap into.

Pros and Cons of Third-Party Sales


1. Extended Reach: Third parties can connect you with a broad and diverse customer base, potentially spanning different geographic regions and demographics.

2. Marketing Support: Third parties often engage in their own marketing efforts, thereby promoting your offerings alongside.

3. Increased Sales: With more outlets selling your tickets, you stand to increase your sales volume.


1. Lower Profit Margins: Commissions or fees paid to third parties can impact your profit margins.

2. Less Control: You have less control over the customer experience and interaction.

3. Dependency: Over-reliance on third-party sales can be risky if their business fluctuates.

Why Use Third-Party Sales Channels?

The major reason is the extended reach these channels offer. By leveraging third-party networks, you can effectively increase your market presence, diversify your customer base, and enhance your sales volume.

How to Optimize Third-Party Sales Channels?

1. Choose Your Partners Wisely: Not all third parties will be suitable for your offerings. Choose partners that align with your brand and can reach your target customers.

2. Provide Adequate Information: Ensure your partners have all the necessary information about your attractions or tours. Clear communication helps them sell your product effectively.

3. Establish a Fair Commission Structure: A mutually beneficial commission structure is key to maintaining a healthy partnership.

Pro Tips and Action Items

1. Regularly Review Performance: Continually assess the performance of your third-party partners. If they’re not delivering the expected results, it may be time to reconsider the partnership.

2. Keep Open Communication: Regular communication with your partners helps address any issues promptly and keeps them engaged with your brand.

3. Offer Incentives: Consider offering incentives for high-performing partners. This encourages them to push your product more prominently.

Third-party sales channels hold significant potential for attractions and tour operators. As always, the key to optimization lies in understanding your partners, maintaining open communication, and continuously assessing performance. Stay tuned for the next post in our series, where we’ll tackle phone sales, another vital piece of your sales puzzle.

At Ventrata, we are committed to supporting you in making the most of every sales channel. For more information on Ventrata, check out Customer Success or request a demo

Contact sales@ventrata.com to chat to a member of our sales team

Did you find this article helpful? Share it to others

Leave comment

Interested in our products?

Ventrata is a comprehensive booking solution for tour and attraction businesses that are looking to win back control of their sales channels and maximise profits.  With Ventrata as your booking and ticketing partner, you not only get industry-leading software you also get 24/7 support from our global team!

Request Pricing