TORONTO — Bob Hofmann says he’s very happy so many Canadian travel advisors know about Broadway Inbound’s extensive portfolio of show tickets for Broadway productions in NYC. “But we always welcome more,” he says with a smile.
Travel advisors are a key part of Broadway Inbound’s strategy. The company generally doesn’t sell direct to travel advisors. “We can if they want, but it’s net pricing,” Hofmann tells Travelweek. Instead, Broadway Inbound makes sure its product is available to travel advisors through its network of tour operator partners. The company is the ticketing home for group buyers, tour operators and the travel industry.
In Toronto recently to co-host a performance of MJ The Musical for the travel industry at Toronto’s CAA Ed Mirvish Theatre, along with VoX International (which represents Broadway Inbound in the Canadian market), Hofmann said he’s grateful for all the trade support for Broadway Inbound. He founded the company some 23 years ago and now serves as VP.
“I think we’ve done very well [with the trade],” he said. “We hope travel advisors know where to go to get information, and tickets. That’s always been the goal. Just like how they buy sightseeing tickets for their clients, that sort of thing, they can also buy Broadway theatre tickets. We’re very grateful for all the work that’s been done. We’ve worked hard with the wholesalers to make sure agents can easily book through them.”
Broadway Inbound’s network of tour operators numbers in the many hundreds, worldwide.
Travelweek asked Hofmann about the continuing challenge of marketing U.S. travel products to Canadians now and in the months ahead. Is he worried?
“The travel market to New York City is very resilient. We have a lot of live theatre fans who are going to go no matter what,” he said, adding, “I’m a little pleasantly surprised it’s not worse than it is. The numbers aren’t down too much.”
Broadway and live theatre “are a one-of-a-kind attraction. We tend to buck the trend.”
We also asked Hofmann about MJ The Musical, which played to a packed house last week. The showʻs Toronto run opened Sept. 16 and is scheduled to wrap up Nov. 2.”What I love about MJ is that it deals with his artistry and what made him who he is as a performer. It’s just one of those shows I’ve always reacted to.”
The show Hofmann has seen most often? “Les Misērables.”
“My whole career has been connecting the travel industry to Broadway,” he said, adding, “itʻs all about access.”
For more details see BroadwayInbound.com. Travel advisors can book through Viator, Get Your Guide, Travel Brands, Expedia TAAP and/or SimplyiTickets and earn commission. Broadway Inbound is represented in Canada by VoX International.
MJ The Musical (photo credit Matthew Murphy
