Q&A with Bob Hofmann, co-founder, VP and Director of Broadway Inbound

Travelweek: Were the tour operators receptive?

Hofmann: “Many told me they were selling against Broadway – because as an agent or a tour operator they had access to every kind of activity for a NYC itinerary – except for Broadway! Agents could buy the hotel, the flight, tickets to the Empire State Building … but for tickets to a show? They couldn’t get the tour operators to build it into the schedules, which were usually filled with activities from which they could earn a commission. So we built a tourism network with the goal of being able to ask agents or tour operators for tickets as part of your experience.”

Travelweek: You’re working with agents too? 

Hofmann: “Broadway Inbound is a global network of distribution partners that includes about 700 operators of which 500 or 600 work with us on a regular basis. We don’t do a commissionable program, but we support the travel agents who go through our tour operator partners, who then have a commissionable program.”

Travelweek: So Broadway Inbound doesn’t directly offer commission…

Hofmann: “We will work with the travel agent that comes to us. We do two different sides of the group aspect. We will do one-off contracts right when you’re buying a group for Broadway. If there’s a group of 20 coming and you are a travel agent booking with us you get the same rate as any other group, but [the agent] would charge the client for the service. With the FIT business, there are net rates that we have access to, so it’s more of a net-rated program tour operators typically bundle or package. Travel agents are used to the commission side; we have not yet done that but the travel agents can go to tour operators, and that’s what we recommend. We have multiple tour operators they can go through or they can reach out directly to us.”

Travelweek: Any learning opportunities for agents?

Hofmann: “It’s more about how we educate what the Broadway Collection is and its marketing program. So we’ve built this distribution network. Now we need to utilize that network to help educate the travel industry – but also the consumers who are buying through the network, which goes all around the world. We hold travel seminars and meetings with tour operators. Most of it comes through our sales team; we’ve created a marketing network with all the things agents need to educate themselves as well as their potential clients.”

Travelweek: So you’re accomplishing your goal.

Hofmann: “Yes, agents and operators can go online or call Broadway Inbound today and book a group to see Lion King or Little Shop of Horrors, for example, at the group rate. But if you want to buy an individual ticket from Broadway Inbound you must be a travel professional and you must sign a contract, which gives you the right to sell at whatever price the producer and the theatre owner have set – they offer some shows at a really nice wholesale rate. And, we also partner with The New York City Ballet and The Metropolitan Opera.”

The Lion King (photo credit Deen van Meer)

For more details see BroadwayInbound.com. Travel advisors can book through Viator, Get Your Guide, Travel Brands, Expedia TAAP and/or SimplyiTickets and earn commission. Broadway Inbound is represented in Canada by VoX International. Click here for more coverage from Vivian’s trip to NYC, including her take on four new Broadway musicals.