Relate Strategy Group has influenced millions of travel experiences reaching all segments of the tourism and hospitality industry.
Connecting | Engaging | Inspiring
We are the travel, tourism and hospitality industry’s leading source for professional development and connecting high volume travel planners with new destinations, experiences and suppliers.
Our innovative team of trade representatives, educators, strategists and consultants inspire audiences, teach valuable new skills and bring tourism product to market.
How We work
We bring trusted relationships, expert knowledge, amazing tools and proven technique to every project.
We leverage the relationships we have with tens of thousands of tourism buyers, leaders and influencers to connect you with more visitors. We help you, your teams, organizations and colleagues relate instinctively to the learned content, skills and abilities needed to succeed. We make the products, services and destinations you offer more relatable to and desired by tourism audiences and high volume trade buyers.
We are dedicated to and passionate about travel and lifelong learning.
Professional Education & Learning
Workshops & Training Programs
Seminars & Retreats
Facilitated Research Sessions
Online Learning Solutions
First Year Acceleration Systems
Tourism 101 & Market Readiness Education
Industry/Destination/Product Certification & Credentials
Domestic & International Sales Missions
Print & Digital Campaigns
eNewsletter to Trade Buyers
Product Training & Activation Solutions
22,000+ Travel Trade Buyers & Independent Travel Agents in our Network
Travel Trade Representation
Strategic Planning & Product Development
Key Account Management & Onboarding
Trade Shows & Marketplace Events
Sales Mission Pitching
Agent & Product Training
Lead Generation & Distribution
Comprehensive “Follow Up” Support
Written by tourism, education and hospitality industry experts, these books are specifically curated to help new industry leaders maximize their return on travel development investments. Click on the covers below to read more and download these helpful resources.
Results matter! Take a look at some of the great results we’ve realized and the praise we’ve received from clients and industry leaders.
“it was great seeing you and many thanks for bringing suppliers that are of value to our business”
“[Relate Strategy Group] provides an incredible resource to the travel industry. They know what sells, how to market it and all the right people to market to. We appreciate the work they've done for us.”
"Stephen has been a long-time supporter of the American Bus Association. His exceptional networking abilities and industry connections have earned great exposure for the various attractions, museums, restaurants and other companies he has represented. He is a trusted volunteer and one of the most creative marketing minds we know, having successfully pulled off a fascinating restroom sponsorship for Ripley’s Believe It or Not! and numerous other activities that made sure his products got noticed. I’m happy to have worked with Stephen and look forward to seeing him for years to come at the ABA Marketplace and at many other industry events."
“I truly enjoyed my last sales mission with you all and have certainly gotten my ROI.”
"I’ve already received two orders from the meetings. Working on more. It was really worth the trip! Thank you."
"We’re grateful for the Relate Strategy Group and their expertise. They’ve helped us develop successful new programs and connect with the tour operators that have already started bringing us new business."
"We did a mailing with Relate Strategy Group to promote some of our new products. Within one month we had several inquiries and booked multiple groups as a direct result of the mailing. Relate Strategy Group helps get you in front of companies you may not have reached on your own. I highly recommend them and all of their services!”
"I thank you for the fantastic experience of connecting with operators at their offices, who otherwise would probably not have gotten to hear firsthand about Baton Rouge. Also, the experience of connecting with other tourism sales managers was equally as fulfilling. I learned so much from both groups that I can bring back to my office. I’m still flying high and telling everyone who asks how productive and informative it was for us!"
“Thank you so much for the NYC mission, I really enjoyed doing it and I'm 100% positive that we'll have good business because of it :)
And I have to thank you for making me discover the dimsun place, AMAZING!!”
“Great sales calls with you over the last few days! Stephen and Bobbi from Relate Strategy Group are seasoned tourism industry professionals with extensive knowledge about the industry, solid relationships with major market players and the best stories to share!”
“Everything we've done with Relate Strategy Group has been great. The exposure has really paid off."
"Thank you for presenting at the New Bedford Tourism Summit, very informative and the attendees enjoyed your presentation especially your consultations during the round tables."
“Thank you for bringing the suppliers to us.”
“Participating in one of Relate Strategy Groups' sales missions was one of the most beneficial investments I have made in my career."
I have known Stephen Ekstrom for many years. Prior to his work with Relate Strategy Group, Stephen was a leading figure in the New York City tourism community. He has brought his expertise from many years in the premier tourist attraction in the world to his work with Relate Strategy Group.
Stephen and his team are not only experts in travel and tourism, but they have successfully used their industry experience to create an effective platform to bring buyers and sellers together to everyone’s benefit. They know all the players, they understand the challenges and needs of all sides in the business transaction and how to help everyone work together to meet those needs.
We have participated with Relate on a number of their sales missions and we have made valuable business contacts that have resulted in measurable new business for our company. The personal connections made as a result of Relate's work have made it possible for us to take advantage of business opportunities and increase sales in a number of markets in our industry.
I highly recommend Relate Strategy Group to any company looking to grow their business in the Travel and Tour industry.
"I just landed a huge contract and I attribute that new business to Relate Strategy Group. Thank you!"
"Relate Strategy Group is the real deal. Their great team continues to help me connect with the right buyer contacts throughout North America and the Relate Strategy Group programs have helped me land new accounts, build rapport with decision makers and ensure that my marketing material is in the hands and minds of the right people, every time. Thank you for what you do."
"Nobody helps our industry partners reach more tour operators as well as Relate Strategy Group does. We appreciate everything Relate Strategy Group has done to help bring more visitors to West Virginia."
"Thank you, Steve, for putting together such a good group of people and appointments!"
“SUCCESS - I've gotten new appointments at trade shows because my participation in Relate Strategy Group programs. The operators want to know more about my products.”
“With the help of Stephen and the Relate Strategy Group, I have been able to connect (and contract) with key buyers that I have had difficulty establishing my own relationship with in the past. They have a proven track record in the tourism/hospitality industry and as a well established connector between buyers and sellers. I would highly recommend their services.”
"I have had much success & ROI from our participation in the Relate Strategy Group program. It was wonderful for us and I'm really excited about the response I've seen from operators. We are already planning to work with you again next year!"
"Our first year in our new Group Tour market has been quite a success. We appreciate the knowledge you and your team provided in helping us get off the ground in 2017."
“Relate Strategy Group’s positive attitude is absolutely contagious and they constantly exhibit a professional charisma that attracts great people and even better results. Their team is an idea mill when it comes to creating sales and marketing initiatives and strategies. Their 'can do' mentality and commitment to exceeding the expectations of clients will prove time and time again that partnering with Relate Strategy Group is a win for all involved.”
“It was great spending time with you in NYC, thanks for the great sales calls.”
"Thank you so much for representing us this past sales mission. It was well received and I am in process with 2 of the 3 leads generated so far. "
"Stephen has such a zest and enthusiasm for the hospitality and tourism industry. He works with all market sectors with ease. His marketing abilities are very natural, and people will gravitate to him to hear what he has to say. If you need a boost to your marketing efforts, Stephen would be a great asset to you.”
“It is more productive for me to be on a sales mission with Relate Strategy Group than a seven minute appointment at a trade show.”
“...[their] unique ability to connect with clients, find solutions and get the job done right the first time is unsurpassed. I'd be happy to work with [them] again anytime.”
“[Relate Strategy Group] has been the ideal model for teamwork, problem solving, sales development and organization.”
"When a tour operator follows up with you on the same day as the appointment, before you've had a chance to reconnect with them... you know the Relate Strategy Group sales missions are working!!! Kudos to your team for selecting quality tour operators who want to sell our products. You created the perfect match for us."
“The experience was very beneficial to building business on a one-to-one basis with both tour operators and other suppliers. I got my money’s worth out of it.”
"It's been insane here as well. I'm finishing up some contracts I received this week... one really big one thanks to the Relate Strategy Group sales mission in California!"
"I believe the appointments were quality and hope we all benefit from this mission”
“I saw immediate sales & great feedback from Relate Strategy Group’s program. I can’t wait to do it again. Plus, Stephen and his team make sure that work can be fun too!”
“What a great newsletter; you hit it out of the ball park once again. Wishing you and your team a wonderful 2019.”
"Thank you for stopping by the office yesterday along with a few of your partners. It was great to see you all and hear about some new products that we don’t currently have on offer. We will work on reaching out to them and adding to our portfolio over the next few weeks."
“Thank you, Relate Strategy Group. You make our job easier.”
"Relate Strategy Group has a snowball effect. Everything we learn from your partners helps us over and over again. It's hard to find partners we can always count on a trust to help make our product better. Because of Relate Strategy Group, we have become friends and continue to support new suppliers. We thank you for all that you do!"
“Relate Strategy Group is great for me. I have learned from and discovered new suppliers that I currently use from the information they share.”
“I absolutely loved being able to work a sales mission with you and your expertise. I look forward to another opportunity to work with you in the near future. The appointments were wonderful and it was refreshing to be able to share not only my product but just a snapshot of my destination, which I believe has helped with perception and potential product for their clients.”
"What a great sales mission!! We certainly were selling the dream to the tour operators in New England. Thank you again to the great group of people I was able to interact with and gain priceless business connections. I can't say enough about how grateful I am for the support, from a business sense and in the form of laughter. Special thanks to Steve for his guidance and coaching throughout the entire three days of visits."
"I had a fantastic time and am very optimistic that last week’s mission will lead to exciting new sales and business relationships. Thank you for putting it all together and making everything happen!"
"I already had two companies call that said they heard of us through Relate Strategy Group."
“What an awesome surprise… Your information helps keep us on top of new attractions and reminds us of others. Sincerely appreciated!”
“You and your staff did a great job. Saved me lots of time... I look forward to working with you on [another] mission...”
“I would just like to say that it was an absolute pleasure to meet everyone and the entire trip and the [Sales Mission] appointments were amazing!”
“Stephen built Ripley’s group and trade sales division from the ground up, creating an extremely successful department that is an essential part of our overall business.”
“I found our day very productive and was conducive for us all to learn about our partner’s destinations. I felt the process successfully brought together many folks who may have not known each other nor their tourism assets, but later became friends by the end of the session. That’s a win win for all! I’ll be glad to recommend a professional as thorough and comforting as you...”
“We have participated in Relate Strategy Group sales missions and co-op mailings. Both generated tour and corporate groups for the American Museum of Natural History.”
“The Relate Strategy Group sales mission was great! Seeing a tour operator at a trade show and being able to say, ‘I was just in your office with Relate Strategy Group,’ really opened new doors for me.”
"We've seen results!"
“My deepest gratitude for providing Ripley’s Times Square excellence and unmatched business leads this year. Cheers to another year of awesome collaboration!”
You are a mastermind! Thank you for this… Looking forward to working with you more in the future.
Our clients include local, state and provincial tourism marketing offices, well recognized hotel chains, transportation providers, iconic venues, cultural institutions, popular attractions and charming local experiences.