The Council of Australian Tour Operators (CATO) has today announced an exciting partnership with Bonailie and One Earth, as part of its mandate to further support its members through education, as the industry begins to prepare for recovery, following international border openings.
This partnership will provide CATO members with access to a purpose-led, community platform, which has a significant focus on educational programs and content. This program will greatly assist members to shift businesses and mindsets to a 21st century model and approach.
It is designed to provide support to all member businesses which have been under enormous pressure during the pandemic, through loss of income and reduction in staff. The next six months will continue to be incredibly challenging, with reduced staff and inexperienced new employees, as customers utilise travel credits, and travel demand increases exponentially, following the long international hiatus.
Brett Jardine, Managing Director of CATO said, “During the last 12 months, CATO has prioritised its focus and time on its Advocacy Pillar to drive our lobbying efforts for the land-supply sector due to the necessity arising from the impact of the global pandemic. Whilst these efforts will continue, we recognise the need to provide additional value to our members, and so we plan to introduce new concepts to our Education Pillar to support the rebuild and recovery of our industry”.
“CATO has taken time to reflect during the pandemic on the current operations of the land supply sector and as a result we have assessed the future proofing requirements for the sector, to ensure sustainability whilst protecting customers. As part of that overarching strategy, we have implemented several new initiatives, and we aim to further support our members, through educational tools tailored for business owners and managers to reflect new business models and adapt to a constantly changing environment,” said Jardine.
Julie King, Founder & CEO of Bonailie said, “We are delighted to be partnering with CATO to support its members in this new phase of recovery. The educational opportunities which will be provided as part of the partnership with One Earth, through the ‘Find Your Formula, Audit Your Business for Growth’ Program, will assist members to review gaps in their businesses and make changes across Brand, Product, Channels and Sales. This will provide knowledge on how to “Pull” customers in by leading with “Purpose” rather than push selling, to allow members to scale and grow”.
“CATO members will also have access to a dedicated virtual ‘Classroom’ to collaborate together, a community group to engage together, access to the annual Unite on Purpose Summit (opened by the United Nations), Global Research, Masterclasses, Webinars and Podcasts from both Bonailie and One Earth,” said King.
Jardine said, “I have participated in this program myself and believe it will allow members to think differently about preparing for the growth that the economic trends confirm is ahead”.
As part of Bonailie’s contribution to the industry, for every CATO member signed on to the platform, Bonailie will donate a Bonailie Engage Subscription to an individual or business in need of assistance.
For more information on CATO go to cato.travel and for more information on Bonailie go to Bonailie.world.
