In this first edition of « A Conversation with Laura », Founder of LC DISTINCTIVE, we try to answer ongoing interrogations, by explaining what “representation” means in practice, the markets our team covers, and how a boutique, human-centered approach translates into measurable results over time.
- In one sentence, what is sales representation for hotels?
The sales representation in the luxury hospitality and travel sector refers to a sales, marketing, and communication activity carried out by a specialized agency on behalf of a hotel, hotel group, DMC, or luxury travel brand, within a or few specific markets.
- As a hotelier, what concrete services can you provide for me?
The sales representation company acts as the brand’s ambassador in the target market(s), ensuring its sales presence, visibility, and strategic positioning among key luxury travel players such as tour operators, travel agencies, conciergeries, and MICE planners.
The mission is to generate awareness, qualified leads, and revenue through:
- Sales calls and business development meetings
- Participation in professional trade-shows (ILTM, PURE, Serandipians, etc.)
- Webinars and training sessions for travel advisors
- Familiarization trips to the property or destination
- and commercial follow-up and lead management.
The goal: to increase brand visibility and drive sales without the need for the hotel or travel company to maintain a permanent in-house team in that market.
- Accross which markets do you operate?
Our core markets are the French speaking countries of Europe, Benelux, Switzerland and Italy. For our boutique hospitality partners who do not have a Reps in each area of Europe we provide our support on UK, Scandinavia, Spain and Germany with bespoke dedicated sales missions à la carte.
- What is the added value of a local sales representative in these markets?
Having a dedicated local sales representative in markets such as the French speaking markets is a key strategic advantage for luxury hotels and travel brands seeking to strengthen their presence and generate qualified business.
- Proximity and Trust
Francophone markets rely heavily on personal relationships and trust.
High-end travel advisors and tour operators tend to work with brands they know personally, those that maintain a human, responsive presence.
A local representative becomes the face of the brand, nurturing relationships, providing real-time support, training agents, and ensuring constant visibility in the market.
- Distinct Sales Cultures
Each market has its own expectations and business habits:
France is a demanding market, where clients are sensitive to detail, service quality, and brand coherence. Communication must be refined, authentic, and emotionally engaging.
Belgium is a decentralized market, it’s not enough to focus only on Brussels. Key travel agencies are spread across Antwerp, Ghent, Liège, and other regions, requiring a broader, relationship-driven approach.
In French-speaking Switzerland, the network is smaller but extremely high-end, with strong purchasing power and a taste for exclusivity and bespoke experiences.
- Standing Out in a Saturated Luxury Market
The luxury travel industry is highly competitive. Without a consistent presence, even exceptional brands risk being forgotten or replaced by those who are more visible and accessible.
A local representative ensures continuous communication, promotes new offers, and keeps the brand top of mind among key travel professionals.
- A Measurable Return on Investment
Through sales calls, training sessions, fam trips, trade shows, and regular follow-ups, the brand achieves sustainable, measurable growth in market awareness and revenue.
- Common misconceptions hoteliers have about representation, and what should they keep in mind when hiring a Reps?
One of the most common misconception is that a representative can deliver instant results. Building a strong market presence is a long-term process based on trust, visibility, and consistent engagement.
A rep is not a “quick fix”, it’s a strategic extension of your sales and marketing team. Success depends on collaboration, information sharing, and mutual commitment.
Another frequent misunderstanding is to think that once a rep is appointed, the property can simply step back. On the contrary: to perform well, a representative needs to be regularly nourished with regular exchanges with the sales director, updates, news and product changes. The more the rep feels connected and involved with the property, the more effectively they can convey its story and soul to the market.
In short: choosing a Reps means choosing a partnership, not an outsourcing. It’s about trust, transparency, working together hand in hand and time ; the four elements that transform representation into real commercial impact.
- Which types of properties or partners do you usually work with?
Boutique hotels that are hidden gems and offer a unique stay-experience, as well as DMC offering luxury service on unique and new destinations.
- How do you decide if a hotel is the right fit for LC DISTINCTIVE’s collection?
There are countless beautiful hotels in the world, but what truly guides my choice are the people behind them, the owners and Directors of Sales and Marketing. I choose to work with those who share my values and ethic, my vision, and my sense of respect, because genuine alignment is the foundation of every successful collaboration.
- Beyond looks, what truly makes a hotel outperform in Europe?
Beyond the beauty of the product, what truly makes a hotel stand out in the European market is
- its people: the service, the culture, the values of the owner, and that genuine sense of belonging that is passed on to every guest
- the experience offered beyond the simple bedroom
- What are the first actions you implement when you start collaborating?
When beginning a new partnership, the goal is to create visibility, generate interest, and build strong relationships from day one. The first actions typically include:
- Market Introduction & Positioning
Presenting the property to key agencies, tour operators, and influencers in the target market.
Highlighting the brand story, unique selling points, and the owner’s vision.
- Webinars & Training Sessions
Hosting online sessions for travel advisors to showcase the property, services, and experiences.
Providing practical tools to make them confident in selling the product.
- Newsletters & Communication Campaigns
Sending tailored newsletters to curated contacts, announcing the partnership, special offers, or seasonal highlights.
- Fam Trips & Site Visits
Organizing familiarization trips for top agents to experience the property firsthand, which is critical in the luxury sector.
- One-to-One Sales Meetings
Conducting personal visits and calls with top travel advisors and tour operators to build trust and strengthen relationships.
These initial steps are about building awareness, trust, and alignment, laying the foundation for long-term, measurable results.
- How long does it typically take to see results?
It all depends on the location and hotel needs, but at least 1 year/1 year and a half to have first good results.
- What would be a recent and measurable success you’re proud of ?
A recent measurable success that I’m proud of is ADLER Spa Resorts and Lodges.
The starting point was in 2022, when we began our partnership with ADLER with just one property in Sicily.
Following the initial collaboration, we quickly expanded, adding a second hotel shortly after: ADLER Lodge RITTEN above Bolzano, a third in 2024: AKI Family Resort PLOSE in Bressanone, and then the full collection of seven properties in 2025.
The financial impact was immediate. Since the beginning of our partnerships in 2022, revenue has tripled, reflecting the strength of a carefully nurtured, strategic collaboration.
