The Power of Co-opetition: Collaborative Membership Programs in Travel

When businesses that are typically competitors choose to collaborate, they can achieve levels of growth that are unattainable on their own. We call this co-opetition. This approach is especially valuable in the travel and tourism industry, where collaboration can lead to unique experiences and impactful programs that individual companies could not achieve independently. By joining forces, travel organizations can better address customer needs, stand out in the crowded market, and offer unforgettable journeys.

Collaborative membership programs are central to this strategy, bringing together diverse players like hotels, tour operators, DMOs and destination products. Small businesses, that lack the resources to compete in the industry arena with the big players, thrive in a supportive network of peers. Read on to see how these real-life examples of collaborations transform travel and unlock new opportunities for everyone involved.

Ohio Travel Association

The Ohio Travel Association, led by Melinda Huntley, plays a significant role in bringing together various members of the travel and tourism industry within Ohio, including museums, attractions, visitor bureaus, retail shops, hotels, and restaurants. By focusing on collaboration, the association aims to boost growth and opportunities for all its members. This approach helps businesses expand their collective reach and influence in the travel market, rather than competing against each other for out-of-state visitors.

The Ohio Travel Association spearheads the Heartland Travel Showcase, which is a larger collaboration between 14 states. This event is designed to help members buy and sell group tours in the Heartland of the United States. Attendees of this showcase connect with new partners and customers, increasing their visibility and potential for growth in the industry.

Keep listening: Episode 268 of Destination on the Left with Melinda Huntley of the Ohio Travel Association.

Global Hotel Alliance

Global Hotel Alliance (GHA) is a group that brings together unique hotel brands from all over the world. Their goal is to let these independent hotels work together while still keeping what makes them special. By joining forces, these hotels can better compete in the global market without losing their individual charm.

One of the key features of GHA is the GHA Discovery loyalty program. This program is all about making guests feel valued and encouraging them to return. It offers special rewards and benefits that guests can enjoy at any hotel in the group. Whether it’s a personalized experience or an exclusive offer, the program helps hotels keep guests coming back and happy.

GHA focuses on sharing knowledge and resources, helping hotels learn from each other’s successes and challenges. Member hotels get access to a wide network for sales, marketing, and tech support, which can really cut costs and boost profits. By working together, these hotels can enhance their offerings, keep guests happy, and stand out in the competitive hospitality market.

Keep listening: Episode 398 of Destination on the Left with Kristi Gole of the Global Hotel Alliance

Curator Hotels & Resorts Collection

Curator Hotels and Resorts Collection started in November 2020 to help independent hotels by using teamwork and shared success. Launched during the pandemic, Curator aimed to bring hotels together to gain an edge in the market. Led by Jennifer Barnwell, the group helps small, unique hotels stay true to their style while benefiting from shared resources.

Curator’s collaborative membership program is designed to help their members thrive. By working together, independent hotels can tap into top-notch vendors and services at special rates they couldn’t secure alone. Curator offers a range of services, from purchasing to technology and guest services, allowing members to pick what suits them best. They also boost visibility through joint marketing efforts, ensuring more guests choose to book directly with their members.

Curator’s programs help member hotels succeed without giving up what makes them special. Without strict rules, hotels keep their unique touch while gaining the benefits of being part of Curator’s network. This approach not only saves money but also builds a community of independent hotels working together. With Curator, these hotels can draw in more guests and do better overall in the hospitality world.

Keep listening: Episode 350 of Destination on the Left with Jennifer Barnwell of Curator.

Travel Alliance Partnership

Not only do we advocate for co-opetition in the industry, TAP’s own membership programs are built upon this principle. Every TAP member plays a crucial role in our tour and travel ecosystem, from small destinations and local attractions to regional and international tour operators. Our members benefit from strong relationships and peer connections, with collaboration at the core of mutual success.

Tour Operator Membership

TAP began in 2001 as an alliance of tour operators coming together to fill each other’s tours, and this spirit of collaborative growth remains central. Being a TAP Tour Operator allows members to reduce operating costs, enhance their visibility within the industry, and gain new perspectives. Hear directly from TAP Tour Operators in the Power of Partnership video:

Guild Membership

For Destination Marketing Organizations (DMOs) and destination products, becoming a TAP Guild member facilitates strong relationships with TAP Tour Operators through quarterly meetings and cooperative marketing efforts. Guild members enjoy special invitations, priority status, and receive reports on their return on investment (ROI). Hear from Guild members on the value of membership:

PPTP Community

Preferred Professional Travel Providers (PPTPs) are suppliers, such as DMOs and destination products, participating in the TAP community. PPTPs attend TAP Dance, where they join regional pods for focused sessions with TAP Tour Operators. While paid membership is not necessary to participate as a PPTP, Guild membership offers increased benefits and greater exposure at TAP Dance.

Stronger Together

Co-opetition is a game-changer in the travel and tourism industry, helping businesses grow and innovate by working together. Collaborative membership programs of all kinds make this possible, allowing different businesses to achieve common goals instead of just competing. By embracing co-opetition, your business or organization can find new opportunities, strengthen market presence, and help build a thriving, connected industry.

If you are looking for a collaborative membership program to take your tourism business or organization to the next level, please reach out to us. There are many collaborative organizations in our network, beyond the ones listed here, and we would love to assist you in finding the right one.