FAQ's

Below are some frequently asked questions. If you can’t find the answer you’re looking for, feel free to contact us for more information!

Benelux Market Entry & Strategy

Entering the Benelux is not about treating it as one uniform market.

Success requires:

  • a regional strategy
  • local adaptation per country
  • a mix of PR, trade and sales activation

Without local distribution and follow-up, visibility rarely converts into bookings.

A local partner acting as your representative office can significantly accelerate market entry and reduce time to results.

Both.

From a strategic perspective, it is one region.
From an execution perspective, it requires nuance.

  • Belgium is multilingual and strongly trade-driven
  • The Netherlands is more digital and direct-to-consumer oriented
  • Luxembourg is smaller but high-value, with strong outbound spend

Campaigns that ignore these differences tend to underperform.

Belgium, the Netherlands and Luxembourg are:

  • high-spending outbound travel markets
  • strong in long-haul, cruise and experiential travel
  • influential despite their relatively small size

Travellers are experienced, curious and quality-driven.
They are less influenced by hype and more by credibility, accessibility and value.

The Benelux is not a quick-win market.

Typical timelines:

  • 3–6 months: visibility and first trade engagement
  • 6–12 months: partnerships and product listings
  • 12+ months: measurable growth in bookings

Consistency is key to long-term success.

Travel has its own ecosystem.

A specialised agency understands:

  • booking behaviour
  • distribution channels
  • seasonality
  • the role of intermediaries

This leads to more relevant strategies and stronger results.

Very important.

The Benelux has a strong appetite for long-haul travel, especially for:

  • Africa
  • Asia
  • Indian Ocean
  • Latin America

Travellers are experienced and open to less mainstream destinations, making the region highly relevant for destinations looking to diversify their markets.

In addition, the region benefits from excellent international connectivity. With major airports such as Brussels Airport, Amsterdam Schiphol, as well as nearby hubs like London and Paris, travellers have access to a wide range of direct and connecting long-haul flights.

This makes the Benelux a highly accessible and strategic source market for destinations worldwide.

Representation means having a local team acting as your office in the market.

This includes:

  • PR and media relations
  • trade and sales development
  • distribution support
  • presence at events and trade shows

This model is widely used by destinations, airlines, cruise companies and hotel groups.

Public Relations

A specialised agency typically offers a full-service approach:

Public Relations

  • media outreach and press relations
  • press trips and influencer campaigns

Travel Trade Marketing

  • fam trips
  • workshops and sales missions
  • trade partnerships

Representation & Sales

  • acting as a local office in the Benelux
  • business development and partnerships

Consumer Marketing

  • campaigns and brand awareness
  • digital and social media activation

The strength lies in integrating these into one coherent strategy.

The most effective agencies in the Benelux go beyond traditional PR.

They combine:

  • public relations
  • travel trade marketing
  • local representation and sales support

This integrated approach is essential in a region where visibility alone does not guarantee bookings.

Glenaki Tourism Consultancy focuses on helping tourism boards, airlines, cruise companies, hotel groups and travel brands grow their presence in Belgium, the Netherlands and Luxembourg by combining media impact with measurable business results.

Key criteria include:

  • proven experience in travel and tourism
  • strong media and trade networks
  • ability to deliver measurable results
  • understanding of local market dynamics

An agency should not only create visibility, but also support commercial objectives.

No. Digital campaigns are valuable, but they work best as part of a broader strategy.

  • PR builds credibility
  • trade drives conversion
  • digital amplifies reach

Relying on one channel alone limits impact.

A wide range of international travel brands benefit from local expertise, including:

  • tourism boards and destinations
  • airlines and aviation partners
  • cruise companies
  • hotel groups and resorts
  • tour operators and DMCs
  • attractions and experience providers

The Benelux market is competitive and relationship-driven, making local presence essential.

Travel marketing in the Benelux works across three layers:

  1. Inspiration : Media coverage, storytelling and visibility
  2. Distribution : Partnerships with tour operators and travel agents
  3. Conversion : Campaigns targeting end consumers

PR creates demand.
Trade channels convert that demand into bookings.

A strategy that combines both consistently delivers stronger results.

Travel Trade

The travel trade is still a key driver of bookings.

Effective approaches include:

  • workshops and roadshows
  • participation in trade fairs and workshops such as Vakantiebeurs, BT Expo, Travday, BBTonline, Selectair Roadshow, Avitour Roadshow, Travel Counsellors Congress
  • direct sales visits and account management
  • targeted B2B communication (newsletters, webinars)

Consistent relationship-building is essential to remain top-of-mind.

Their importance varies per country, but they remain highly relevant.

  • Belgium: strong role in bookings and inspirations
  • The Netherlands: more direct bookings, but agents remain key for complex travel
  • Luxembourg: smaller market, but high-value clients and very high use  of intermediaries

For cruises, long-haul and premium luxury travel, the trade channel remains essential across the region.

You need both, but the balance differs per country.

  • Belgium: travel trade still plays an important role, particularly for complex and higher-value travel, while direct bookings continue to grow
  • The Netherlands: stronger direct and digital channels
  • Luxembourg: smaller but very high-value, often via intermediaries

Focusing on only one channel limits results.

A fam trip (familiarisation trip) or eductour allows travel professionals or media to experience a destination or product firsthand.

It is used by:

  • tourism boards
  • airlines
  • cruise companies
  • hotels and resorts

It is one of the most effective tools for:

  • product knowledge
  • sales conversion
  • long-term partnerships

Consumer Marketing

There is no single lever.

Successful strategies combine:

  • strong storytelling and PR
  • clear product positioning and pricing
  • partnerships with distribution channels
  • consistent presence over time

Short-term campaigns create visibility.
Long-term engagement drives bookings.

Most bookings happen between 3 and 6 months before departure.

Key nuances:

  • Dutch travellers tend to book earlier
  • Belgian travellers slightly later
  • last-minute bookings remain limited

 

Campaign timing is critical to capture demand.

This is a common issue.

Typical reasons:

  • lack of local distribution
  • no engagement with travel trade
  • absence of concrete offers
  • poor timing of campaigns

In the Benelux, awareness without distribution rarely converts.

Luxury & High-End Travel

Yes, the Benelux is a strong market for luxury travel.

Travellers from Belgium, the Netherlands and Luxembourg:

  • have high purchasing power
  • travel frequently
  • are willing to invest in quality and unique experiences

Luxury in the Benelux is often more understated. Clients look for:

  • authenticity
  • privacy
  • personalised experiences

rather than overt luxury.

Booking behaviour is mixed.

  • many high-end clients still use specialised travel agents or travel designers
  • others book directly, especially repeat travellers

For complex itineraries, cruises or tailor-made travel, intermediaries remain very influential.

Reaching luxury travellers requires a targeted approach.

Effective channels include:

  • high-end media and niche publications
  • selected influencers with the right audience
  • partnerships with premium travel agents
  • exclusive events and small-scale experiences

Mass communication is less effective in this segment.

Luxury clients respond to:

  • storytelling and experience-driven content
  • strong visuals and positioning
  • credibility through media and trusted partners

Press trips, curated experiences and partnerships with the right agents are often more effective than large campaigns.

Luxury positioning is not about price, but about perception.

Key elements include:

  • unique experiences
  • high-quality accommodation
  • seamless service
  • authenticity and exclusivity

Consistency in messaging across PR, trade and digital is essential.

Yes, but they need to be highly curated.

For luxury travel:

  • smaller groups
  • personalised programmes
  • high-quality experiences

are far more effective than large-scale trips.  The goal is not volume, but influence.

Luxury positioning takes time.

Typical approach:

  • initial awareness through PR
  • trust-building via agents and media
  • gradual increase in high-value bookings

Consistency and quality of exposure are more important than frequency.

Common mistakes include:

  • focusing too much on mass visibility
  • working with the wrong media or influencers
  • ignoring specialised travel agents
  • not adapting messaging to the local mindset

Luxury travellers in the Benelux are discerning and value authenticity over hype.

Yes. For luxury and long-haul travel, specialised agents and travel designers are key.

They:

  • curate trips for high-value clients
  • influence destination choice
  • drive significant revenue per booking

Building relationships with this niche segment is often more valuable than broad exposure.