Our story & Values
Founded in 2010, the Relate Strategy Group offers relationship powered professional development, trade marketing, tourism representation and expertise.
Our world-class and well-traveled team of strategists, consultants, educators and established brand representatives design and implement personal, masterful, energetic and commercially aware solutions to travel trade development, sales, marketing and educational needs.
Our impressive network includes more than 22,000 professional travel planners, tour operators and industry buyers. Each year we conduct a wide variety of market research projects, planning sessions, sales programs, marketing initiatives and training activities that help destination marketers and travel suppliers capitalize on tourism - one of the world’s largest industries.
In 2019, Fire Starter Brands evolved to become the Relate Strategy Group with a greater emphasis on its role as a relationship builder, industry innovator, trusted partner and leading source for practical, applied field knowledge.
Our work is powered by our ability to strengthen the relationships people have with travel experiences, knowledge, technology and each other.
The Right Fit…
We believe that the best results come from honest, passionate people and organizations, dedicated to improving themselves and helping others.
Each member of our team and every member of our trusted network is valuable. We work together to provide life-changing and enriching experiences to those who explore the globe.
We are as we present ourselves, true to our word and purpose.
OUR HARD WORK IS YOUR ADVANTAGE
Great product is nothing without a willing audience. We have spent thousands of hours cultivating the travel industry’s most comprehensive network of high-volume domestic and international packaged travel buyers.
I’m thrilled by our relationship with Relate Strategy Group. They pick up where the trade associations are missing, creating a snowball effect. Everything we learn from their partners helps us over and over again.
Denise, Metro Tours
Our reach extends to over 22,000 professional travel planners and trade buyers. These product managers, tour planners, travel leaders and business owners combine to influence more than 100 million trips every year.
In addition to our buyer network, we maintain contact with nearly 16,000 industry suppliers - destination marketers, produce & service providers and industry executives who are active in the travel trade, generating countless valuable leads, referrals and introductions each quarter.
Our proprietary data management tools include hundreds of data points on each tour operator, wholesaler, group tour planner and online travel agent account, keeping us organized and bringing powerful sort & filter options to each campaign we deliver. With the help of some pretty complex technology, we’re the ONLY tourism representation firm able to both qualify and quantify the impressive benefits of trade representation.
Learn more about our incredible team by clicking on the photos below.