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Zebras on the savannah under a stormy sky, travel trade representation in France

Travel Trade Representation in France

Your trade representation office on the French market, from advocacy to commercial results.

Calm sea and islet at sunrise

For more than 20 years, GroupExpression has provided travel trade representation in France for tourism businesses: hotels and hotel chains, private islands, airlines, inbound operators, cruise lines and tourism boards looking for commercial development.

Growing on the French-speaking market and capturing the attention of travel professionals takes a sharp strategy and an active presence on the ground. Whether you are a hotel, a private island, a hotel chain, a tourism board or a cruise line, we provide a dedicated sales team that works the travel trade every day to connect you with the right partners and boost your sales. With more than 20 years of experience and a qualified network of tour operators, travel agencies and buying groups, we have earned the recognition needed to open the right doors for you. We act as your trade representation office, in France and across Francophone markets, to drive your visibility and growth.

A Complete Sales Journey

AdvocacyWe present your offer to the market’s key industry intermediaries.
Qualified leadsWe identify the professionals interested in your offer and follow up every enquiry.
Follow-upDistributors start featuring your offers and generating sales.
Visitor arrivalsWe ask our contacts to report back on the results of their activity.

Sales Promotion and Trade Marketing

We negotiate and sign agreements with tour operators, travel agency networks and strategic buyers to get your offer into their brochures. We then design the promotional operations: commercial offers, travel agent incentives and sales challenges, brochure and catalogue features, and co-marketing with tour operators.

Trade marketing comes with campaigns dedicated to travel professionals: sales tools, key selling points, B2B newsletters, webinars, and a presence on partner networks’ platforms and extranets.

Rate negotiation and distribution terms with tour operators
Incentives and sales challenges for travel agency networks
Sales tools, newsletters and trade webinars
Sales tracking and reporting for each operation
Travel trade workshop organised by GroupExpression

Workshops, Roadshows and Trade Shows

We organise your presence at travel trade events in France: themed workshops, regional roadshows to meet travel agencies, trade shows such as IFTM, and dedicated events. Before the event, we qualify buyer meetings and prepare your sales pitch; during it, we represent your brand or support your team; afterwards, we follow up every contact and report on the results.

Trade shows and workshops selected to match your distribution objectives
Buyer meetings booked in advance
Stand management or representation on your behalf
Contact follow-up and quantified report

Distribution Network Management

The French market is made up of several channels, each requiring a dedicated relationship: tour operators, travel agency networks, online travel agencies, business travel agencies and MICE buyers. We handle day-to-day follow-up with tourism and travel professionals: network visits, regular contact with product managers, updates on what is new, and handling of incoming enquiries. You benefit from a permanent local commercial presence without setting up an entity in France.

Channel mapping and prioritisation for your product
Ongoing relationships with product managers and network heads
Handling of travel trade enquiries in French, on your behalf
Competitive monitoring of tour operator programmes
Distribution network management in France

Training and Fam Trips

A well-trained agent sells better. We train tour operators’ product and sales teams and network travel consultants: in-agency sessions, webinars, e-learning modules, quizzes and challenges. We also organise fam trips: on-site immersion for key industry intermediaries, travel agents and media to showcase your product, with participant selection, logistics and post-trip sales follow-up.

Training programmes, in person and online
Fam trips: selection, logistics, post-trip follow-up
Content tailored to each network’s tools
Measuring the impact on sales

Who We Serve

In France, we provide trade representation for tourism businesses and tourism boards looking purely for commercial development:

Are you a tourism board looking for a full local presence in France, with press relations, events and market intelligence? See our page Destination Representation in France.

Independent hotels, hotel chains and private islands
Airlines
Inbound operators and DMCs
Cruise lines
Tourism boards focused on distribution and sales
Poolside bar lined with coconut palms

We don’t just raise your visibility: we put your brand at the heart of buying decisions, creating a virtuous circle that combines awareness, growth and loyalty.

Your organisation becomes a benchmark in French-speaking markets, in France and internationally.

They Trust Us with Their Campaigns

Los Cabos

Destination

Los Cabos

Opoa Beach Hotel

Hospitality

Opoa Beach Hotel

Cathay Pacific

Airline

Cathay Pacific

Grand Poitiers

Destination

Grand Poitiers

Korean Air

Airline

Korean Air

LUX* Resorts & Hotels

Hospitality

LUX* Resorts & Hotels

Tamassa Resort

Hospitality

Tamassa Resort

Air Transat

Airline

Air Transat

SALT

Hospitality

SALT

Small Luxury Hotels of the World

Hospitality

Small Luxury Hotels of the World

DISCOVER ALL OUR CLIENTS

Case Studies

Meeting between two professionals on a trade show stand

2026

Three days of meetings at IFTM for a French Polynesian hotel group

South Pacific Management, hotel group, French Polynesia

Context

The group wanted to raise its profile with French travel professionals and develop its commercial opportunities on the market.

Approach

Three days of dedicated presence on the destination’s tourism board stand at IFTM Paris. Scheduled meetings with tour operators and travel agencies: market update, destination news and a targeted presentation of the hotel portfolio. Conversations with other exhibitors to open up new professional relationships.

Results

  • 3 days of meetings
  • 28 meetings with the travel trade
Travel agents seated at tables during a presentation

A regional roadshow with a tour operator: 90 travel agents trained

Centara Hotels & Resorts, hotel group, Maldives portfolio

Context

Centara wanted to raise awareness of its Maldives resorts on the French market and strengthen their position with travel agents.

Approach

A three-stop regional tour, in Brest, Rennes and Mulhouse, organised with a partner tour operator. At each stop, a presentation of the resorts, their positioning, facilities and distinctive features, followed by direct conversations with travel agents to answer their questions and encourage them to recommend the hotels.

Results

  • 3 cities
  • 90 travel agents trained
  • 4 resorts presented
Maldives atoll seen from a seaplane

A fam trip to the Maldives: six professionals, four resorts, two articles

Centara Hotels & Resorts, hotel group, Maldives portfolio

Context

Centara wanted to strengthen its visibility on the French market and showcase its Maldives portfolio to those who sell it and those who write about it.

Approach

A fam trip for six travel professionals, tour operators and a journalist, accompanied by two of the agency’s consultants. Discovery of the group’s four resorts in the Maldives: hotel visits, a sunset cruise, snorkelling, culinary experiences and an introduction to massage techniques. Each stop presented the resort’s positioning and distinctive features, to support its sales on the French market.

Results

  • 6 travel professionals
  • 4 resorts visited
  • 2 articles in the trade press

Q&A