Glossary of Industry Terms

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National tourism organization (NTO)

A federal-government-level DMO that promotes country as a travel destination.

Net wholesale rate

A rate usually slightly lower than the wholesale rate, applicable to groups of individuals when a hotel is specifically mentioned in a tour brochure. The rate is marked up by wholesale sellers of tours to cover distribution and promotion costs.

Niche market

A highly specialized segment of the travel market, such as an affinity group with a unique special interest.

No show

A guest with confirmed reservations who does not arrive and whose reservation was not canceled.

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