Traveler
Someone who leaves his or her own economic trade area, (usually going a distance of a minimum of fifty to one hundred miles) and stays overnight.

Travel Trade
The collective term for tour operators, wholesalers and travel agents.

Travel Seasons
Travel industry business cycles including:
Peak: Primary travel season
Off Peak: Period when business is slowest
Shoulder: Period between peak and off peak periods when business is stronger, but has room for growth.

Travel Product
Refers to any product or service that is bought by or sold to consumers of trade including accommodations, attractions, events, restaurants, transportation, etc.

Travel Agent
An individual who arranges travel for individuals or groups. Travel agents may be generalists or specialists (cruises, adventure travel, conventions and meetings.) The agents receive a 10 to 15% commission from accommodations, transportation companies and attractions for coordinating the booking of travel. They typically coordinate travel for their customers at the same or lower cost than if the customer booked the travel on his/her own.

Travel
Leisure and other travel including travel for business, medical care, education, etc. All tourism is travel, but not all travel is tourism.

Tourism
Leisure travel.

Tourist/Visitor/Traveler
Any person who travels either for leisure or business purposes more than 100 miles (round-trip) in a day or who stays overnight away from his/her primary domicile.

Tour Wholesaler
An individual or company that sells tour packages and tour product to travel agents. Tour wholesalers usually receive a 20% discount from accommodations, transportation companies and attractions and pass on a 10 to 15% discount to the retail agent.

Tour Operator
Develops, markets and operates group travel programs that provide a complete travel experience for one price and includes transportation (airline, rail, motorcoach, and/or ship), accommodations, sightseeing, selected meals and an escort. Tour operators market directly to the consumer, through travel agents and are beginning to be listed on computerized reservation systems.

TIA
Travel Industry Association of America.

Tariff
Rate of fare quoted and published by a travel industry supplier (i.e. hotels, tour operators, etc.) Usually an annual tariff is produced in booklet form for use in sales calls at trade shows.

Target Audience/Market
A specific demographic, sociographic target at which marketing communications are directed.