On board the Club Med 2, the roundtable discussion between agencies, tour operators, and partners got straight to the point. At Convenc'Tour 2026, the topic wasn't whether producers and distributors should work together. The real question was more direct: how to rebuild trust, value, and fluidity in a relationship that has become increasingly strained?
Summary
When the relationship becomes strained, it's the customer who waits
What I take away first from this session is the very real difficulty faced by agencies when a case becomes complicated before departure. Amandine Herbin, from Voyages Autour de Nous, described a situation that many agencies are familiar with: a problem with a flight, a solution that needs to be found quickly, a tour operator that is difficult to reach, and a client waiting for an answer.
In these moments, the agency finds itself on the front line. It manages the client relationship, provides reassurance, seeks alternatives, and explains. But if the supply chain doesn't follow through, delivering the promised value to the client becomes more difficult. This is where the relationship between producers and distributors truly comes into play: not in the rhetoric, but in managing the pain points.
Tour operators must also absorb enormous complexity
In response to feedback from travel agencies, Jean-Christophe Guillin, representing Fram, addressed the other aspect of the issue: the sheer volume of cancellations. He cited 3,800 PNR cancellations for departures between April 1st and August 31st. Behind this figure lies an operational reality: each case requires processing, a solution, and communication with both the agency and the end customer.
His message is clear: the service can no longer rely solely on teams responding to each case individually in an emergency. Faster, more automated tools are needed, capable of notifying agencies and proposing redeployment solutions. For agencies, this is a key point: autonomy should not be perceived as abandonment, but as a way to move faster when the client is waiting.
The problem is not only technical, it is also commercial
Audrey Leleu, from Voyagez-Moi, raised another very important point: the clarity of the offering. Previously, certain brands were instantly recognizable. You knew which product to offer which client. Today, many tour operators have expanded their ranges, adding tailor-made options, flexible travel, dynamic packaging, and a wider variety of products. As a result, agencies can struggle to know who to sell to, why, and when.
This point is far from secondary. An agency cannot effectively sell an offer it doesn't fully understand. And simply sending numerous video calls, emails, and invitations isn't always enough. Agencies also require human connection, useful training, user-friendly materials, readily available sales representatives, and content that can be easily shared with clients.
The value is also defended on social media
One passage in particular resonated with me: the one about social media. Amandine Herbin explained that she had blocked 15 cabins in 24 hours after a story about the MSC World America. This isn't a trivial anecdote. It's a powerful message.
Customers no longer spontaneously walk into branches. You have to reach them where they are: on their phones, in their feeds, in their daily routines. To do this, branches need content: vertical videos, visuals, short pieces, simple arguments, mobile formats. Suppliers who provide these tools to branches help them sell effectively. Those who don't leave a gap.
Price parity remains a sensitive issue
The discussion also brought to light a major point of contention: price discrepancies between B2B and B2C, or between border markets. Sylvie Groussin, from Grand Lieu Voyages, mentioned the case of a client who found a price difference of 150 to 200 euros per person for the same product. Amandine Herbin, for her part, highlighted the difficulties faced by agencies located near borders, which are confronted with significant price differences compared to Belgium.
Jean-Christophe Guillin responded by reiterating that Fram's stated policy is one of "absolute parity" between B2B and B2C, while acknowledging that technical errors can occur. For agencies, the issue remains highly sensitive: if an existing client returns to negotiate, the agency can still defend its value. But if the prospect compares online and then disappears, the sale is lost without the agency even being able to explain its role.
The real risk: fighting amongst ourselves while others move forward
Lionel Rabiet, of Voyages d'Exception, put forward a powerful idea: every intermediary must constantly prove the value they bring. Producer, distributor, platform, destination management company, agency: no one is protected by their status. If the value isn't visible, the market will try to bypass the intermediary.
Patrice Caradec also pointed out that customers now choose their purchasing channel. B2B, B2C, agencies, platforms, direct: the market has changed. The real danger, therefore, isn't just the tension between tour operators and agencies. The real danger is competing head-to-head instead of working together, while other, often more technologically advanced, players are moving forward quickly.
What this roundtable changes for professionals
For me, this session was one of the most important of Convenc'Tour 2026 because it addressed the pain points without breaking off the dialogue. Agencies expressed their frustrations. Tour operators reiterated their constraints. Partners emphasized the need to inform, reassure, and provide meaning for the client.
What I take away from this is that value can no longer remain implicit. Every stakeholder must make it visible: the agency in its customer support, the tour operator in its service and responsiveness, and the network in its management. An agency must demonstrate its customer knowledge, its support, and its ability to follow up, reassure, and build loyalty. A tour operator must demonstrate its responsiveness, transparency, sales support, and price fairness. A network must manage, train, guide, escalate issues, and help its members choose the right partners.
Key takeaways for professionals
- Agency-tour operator trust must be rebuilt on evidence : responsiveness, price parity, clarity of offer, quality of follow-up.
- The value of the travel advisor remains strong : before, during and after the trip, especially when the situation becomes complex.
- Agencies need to be more commercially active : social media, customer follow-ups, mobile content, better-scripted offers.
- Suppliers need to better equip agencies : visuals, videos, simple materials, useful training, reprotection tools.
- The network has a central role : to drive sales, guide partners, raise concerns and create a collective framework.
- The customer remains the true judge : they choose their channel, compare prices, expect service, and penalize inconsistencies.
More to come with InfosTourisme
InfosTourisme continues its coverage of the Convenc'Tour 2026 aboard the Club Med 2. Analysis, interviews, short videos, and highlights will be shared throughout the event on our LinkedIn page. To stay up-to-date with this live coverage, follow us here: InfosTourisme on LinkedIn.
Updates
June 17, 2026: article published after the round table on the relationship between partners and distributors at the Cediv Travel Convenc'Tour 2026.
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