Each day, Monday through Friday, TRO publishes marketing articles specifically designed for travel professionals. Now, we are going to take the next three weeks to organize the materials of the past year into a 2012 Marketing Plan for travel consultants.
Follow along, day by day, read the materials, do the assignments and at the end of the three weeks, you will have a marketing plan. It�s as simple as that � and it is every bit that difficult. Building a workable marketing plan takes discipline. Set aside some time each day to work on your plan. 2012 will, I promise, be a better year for your effort
Begin today with a downloadable marketing audit you can use to evaluate your efforts for 2011. Each day will bring you closer to having your marketing plan ready to go!
Learn How to Become A Travel Agent... Open your own Home Based Travel Agency
Wednesday
Travel Apps
World Fact Book—As a travel professional this app is a must, you can learn or research most of the world with just a few clicks or taps on the screen.
Desktop—This app allows you to access your desktop computer remotely from either your tablet or smartphone
G-Whizz—Such a cool new app! I am a huge Google fan, this application is a dashboard of sorts to keep all of your google tools at your finger tips.
Flipboard—For the news junkie.
Free Wi-Fi Finder—When traveling you can find free hotspots.
Flight Tracker—Real time tracking of air flights.
Words with friends—Remember playing scrabble as a kid? Oh my, what a fun online game to challenge your friends.
Drivesafe.ly—Make your phone hands free, this app will read your text and emails to you!
Find my phone—Have you ever misplaced your phone and it was on vibrate so when you called you could not find it? With this app you can call/text your phone and it will actually "ring." If it is lost or stolen you can even track it via google maps.
Become a travel agent and earn extra income from home www.homebasedtravelagents.org
Desktop—This app allows you to access your desktop computer remotely from either your tablet or smartphone
G-Whizz—Such a cool new app! I am a huge Google fan, this application is a dashboard of sorts to keep all of your google tools at your finger tips.
Flipboard—For the news junkie.
Free Wi-Fi Finder—When traveling you can find free hotspots.
Flight Tracker—Real time tracking of air flights.
Words with friends—Remember playing scrabble as a kid? Oh my, what a fun online game to challenge your friends.
Drivesafe.ly—Make your phone hands free, this app will read your text and emails to you!
Find my phone—Have you ever misplaced your phone and it was on vibrate so when you called you could not find it? With this app you can call/text your phone and it will actually "ring." If it is lost or stolen you can even track it via google maps.
And as the holidays are right around the corner, I also thought I would share with you some of my favorite websites for finding "deals" on electronics, gadgets, software, and so much more:
www.dailysteals.com
www.wsaleaday.com
www.woot.com
www.icemonkey.com
www.slickdeals.com
www.justdeals.com
www.wsaleaday.com
www.woot.com
www.icemonkey.com
www.slickdeals.com
www.justdeals.com
But be careful—these websites can be hazardous to your credit card!
Become a travel agent and earn extra income from home www.homebasedtravelagents.org
Tuesday
Princess Cruises plans Black Friday sale
The five-day After Thanksgiving Alaska Sale, as the line is calling it, will kick off Friday and bring savings of up to $1,000 on Princess cruisetours in the state.
Now is the time to become a travel agent. Learn how to become a travel agent and open your own on line travel agency. www.HomeBasedTravelAgent.com
Now is the time to become a travel agent. Learn how to become a travel agent and open your own on line travel agency. www.HomeBasedTravelAgent.com
Special Thanks from All of Us
As we prepare to gather with family and friends for the holidays, it’s a fitting time to reflect on all we have to be thankful for. You, the travel agents, are at the top of my list this year.
Thank you for all of your support throughout the years. My staff and I appreciate the trust you’ve placed in us, and we value your business and your friendship. Because of you, it was a rewarding and successful travel year and 2012 looks like it will be a bannor year for all our travel agents.
Thank you again for all that you do for us, the support and partnership we have with you is the most important aspect of our business and we look forward to continuing to build on this strong relationship in the coming years.
On behalf of everyone at AARC Host Agency, I wish all the best to you and your family this Thanksgiving and during the holiday season ahead.
Our offices will be closed Thursday & Friday this week for Thanksgiving; November 24th & 25th
Paul Davis, President
Happy Holidays From
AARC Host Agency and
What A Trip Vacations
Thank you for all of your support throughout the years. My staff and I appreciate the trust you’ve placed in us, and we value your business and your friendship. Because of you, it was a rewarding and successful travel year and 2012 looks like it will be a bannor year for all our travel agents.
Thank you again for all that you do for us, the support and partnership we have with you is the most important aspect of our business and we look forward to continuing to build on this strong relationship in the coming years.
On behalf of everyone at AARC Host Agency, I wish all the best to you and your family this Thanksgiving and during the holiday season ahead.
Our offices will be closed Thursday & Friday this week for Thanksgiving; November 24th & 25th
Paul Davis, President
Happy Holidays From
AARC Host Agency and
What A Trip Vacations
Wednesday
Travel Business Coaching Program
We have recently entered into an agreement with a group of truly outstanding industry trainers to participate in an ongoing basis in the TRO Community. Beginning in September, Nolan Burris, Mike Marchev, Scott Koepf, Stuart Cohen, Cory Andrichuk, Meredith Hill and Sophie Bujold will each be making the TRO Community a place where they can interact with travel professionals on a regular basis to discuss the travel business, marketing strategies and tactics. In addition, each will be conducting a TRO No Limits Webinar for TRO Community Members only.
Learn How To Become a Travel Agent.
Learn how to become a travel agent and open your own online travel agency. Earn extra income and Free Travel Benifites. http://www.homebasedtravelagents.org/ or http://www.aarchostagency.com/
The program is free to all bona-fide travel professionals. Simply go to http://members.travelresearchonline.com/troforums/ and sign up. Once we have reviewed your profile to assure you are a travel professional, you will be admitted to the forums.
NEW AND IMPROVED AGENT REWARDS PROGRAM
Funjet Vacations' Fun For Life program is better than ever for Vacation.com members - it's now ALL cash! We've improved and simplified our agent rewards program so it's easier, faster, and more lucrative for you.
Easier
- Personal reloadable debit cards & automatic tracking make managing your cash simple!
- More ways to earn! Earn Bonus Cash on VAX contracted & flexible groups, Go Funjet online bookings, and call center bookings
Faster
- Bonus Cash is paid on a per room basis for all booking types upon full payment
- Now all in one place - FunjetFunForLife.com is now located in VAX VacationAccess®
More Lucrative
- Bonus Cash offers are now combinable (example: $10 Air Bonus + $10 Hotel Bonus + $10 Travel Protection Bonus=$30)
Learn more about the Fun For Life - Bonus Cash program Click here to register
Tuesday
Boost Your Hotel Sales - and Profits! - with CCRA!
Seminar Date: Wednesday, Nov. 16
Seminar Time: 4 pm ET/1 pm PT
Learn the secrets of using the unique web portal developed by CCRA Travel Solutions to grow your travel business!
CCRA's Jeff Kirk will demonstrate - live, right on your computer screen! - how CCRATravel.com allows home-based agents to access real-time rates and inventory at more than 70,000 hotels. You can also earn cash bonuses on top of your commissions! CCRATravel.com is the ideal solution for non-GDS users, or any agent looking for hotel accommodations.
https://www1.gotomeeting.com/register/714965801
Seminar Time: 4 pm ET/1 pm PT
Learn the secrets of using the unique web portal developed by CCRA Travel Solutions to grow your travel business!
CCRA's Jeff Kirk will demonstrate - live, right on your computer screen! - how CCRATravel.com allows home-based agents to access real-time rates and inventory at more than 70,000 hotels. You can also earn cash bonuses on top of your commissions! CCRATravel.com is the ideal solution for non-GDS users, or any agent looking for hotel accommodations.
https://www1.gotomeeting.com/register/714965801
Earn and Learn with the Accessible Travel Market
Do you want to earn more commissions on your cruise bookings?
Do you want learn more about one of the fastest growing travel market segments?
The accessible travel market is booming! You have clients right now who can benefit from a scooter or other special needs equipment. Discover how you can provide a high level of service for your clients that keep them coming to you for all their vacation needs!
You will learn:
• WHO can benefit from special needs equipment
• HOW to include this service in your marketing
• WHAT you need to know to get started now
The webinar will conclude with information about a new special needs travel agent program***
Presenter: Vanessa McGovern, Director of Sales, Special Needs Group
Title: | Earn and Learn with the Accessible Travel Market |
Date: | Thursday, November 17, 2011 |
Time: | 2:00 PM - 3:00 PM EST |
After registering you will receive a confirmation email containing information about joining the Webinar
Friday
SELLING RIVER CRUISES HAS NEVER BEEN EASIER!
River cruising is one of the hottest, fastest-growing segments in travel today, and now you can easily tap into this tremendous profit potential with www.SellRiverCruises.com.
The latest specialty website from the Sell Series, Sell River Cruises brings you category-specific training courses, news, deals and videos all targeted to this booming market, which has many newbuilds, and virtually no non-commissionables.
Register today and start charting your course to more knowledge and profits at www.SellRiverCruises.com.
Learn How To Become a Travel Agent.
Learn how to become a travel agent and open your own online travel agency. Earn extra income and Free Travel Benifites. http://www.homebasedtravelagents.org/ or http://www.aarchostagency.com/
Simple Rules To Become A Sales Superstar
As a business owner, you're in sales whether you think so or not. Every day you have to sell yourself -- and your product or service -- To Grow Your Business.
If you're not sure you have the personality to succeed in selling, consider these 13 simple rules to create a superstar sales mindset.
1. Stay hungry.
Every good salesperson I've ever encountered is driven. They have a strong work ethic and a high energy level. They work harder and longer than their peers. When the economy is poor, they are still out there pounding the pavement, making calls.
2. Never compromise your integrity.
I've always believed that telling the truth is the best policy. In business, especially today, it's a must. A few years back, the Forum Corporation in Boston studied 341 salespeople in five different industries. Their purpose was to determine what separated the top producers from the average producers. When the study was finished, the results were startling. It was not skill, knowledge or charisma that divided the pack. The difference came down to one trait: honesty. When customers trust salespeople, they buy from them.
3. Stay positive.
Your attitude, not your aptitude, will determine your altitude. Success is 90 percent mental. You can alter your life by altering your mind. In tough economies, it may not be your fault for being down, but it is certainly your fault for not getting up. You have to be a believer to be an achiever.
4. Be authoritative.
Sales superstars know their products backward and forward. They also know their competitors' products and are prepared to point out the differences.
5. Get prepared.
It takes a lot of unspectacular preparation to produce spectacular results.
6. Mind your reputation.
You can't buy a good reputation -- you must earn it. If you don't have a positive reputation, it will be difficult to be successful in whatever you do.
7. Be genuine.
I have never known anyone to buy from someone they don't like. Likability matters. Are you genuine? Pleasant? Easy to talk with?
8. Put your best foot forward.
You never get a second chance to make a good first impression. Are you neat and well groomed? Underdressed or overdressed?
9. Set goals.
Winners set goals; losers make excuses. Goals give you more than a reason to get up in the morning; they are an incentive to keep you going all day. They must be measurable, identifiable, obtainable, specific -- and put them in writing.
10. Become a customer-service fanatic.
I've often said the sale begins when the customer says yes. Good salespeople make sure the job gets done on time— and done right. There's one thing no business has enough of: customers. Take care of the customers you've got, and they'll take care of you. You must have a fanatical attention to detail.
11. Remember to listen.
You can't learn anything with your mouth open. For too many people, good listening means, "I talk, you listen." Listening is a two- way process. Yes, you need to be heard, but you also need to hear others' ideas, questions and objections. If you talk at people instead of with them, they're not buying in -- they're caving in.
12. Keep it all in perspective.
It is impossible to underrate the importance of a sense of humor. When there are inevitable setbacks along the way, learn to laugh about them.
13. Develop a thirst for self-improvement.
You don't go to school once for a lifetime. You are in school all your life. Sales superstars are constantly working to become better. They take courses, read books, listen to audiotapes and inhale everything they can to improve.
Bottom Line:
A salesperson tells, a good salesperson explains… and a sales superstar demonstrates.
If you're not sure you have the personality to succeed in selling, consider these 13 simple rules to create a superstar sales mindset.
1. Stay hungry.
Every good salesperson I've ever encountered is driven. They have a strong work ethic and a high energy level. They work harder and longer than their peers. When the economy is poor, they are still out there pounding the pavement, making calls.
2. Never compromise your integrity.
I've always believed that telling the truth is the best policy. In business, especially today, it's a must. A few years back, the Forum Corporation in Boston studied 341 salespeople in five different industries. Their purpose was to determine what separated the top producers from the average producers. When the study was finished, the results were startling. It was not skill, knowledge or charisma that divided the pack. The difference came down to one trait: honesty. When customers trust salespeople, they buy from them.
3. Stay positive.
Your attitude, not your aptitude, will determine your altitude. Success is 90 percent mental. You can alter your life by altering your mind. In tough economies, it may not be your fault for being down, but it is certainly your fault for not getting up. You have to be a believer to be an achiever.
4. Be authoritative.
Sales superstars know their products backward and forward. They also know their competitors' products and are prepared to point out the differences.
5. Get prepared.
It takes a lot of unspectacular preparation to produce spectacular results.
6. Mind your reputation.
You can't buy a good reputation -- you must earn it. If you don't have a positive reputation, it will be difficult to be successful in whatever you do.
7. Be genuine.
I have never known anyone to buy from someone they don't like. Likability matters. Are you genuine? Pleasant? Easy to talk with?
8. Put your best foot forward.
You never get a second chance to make a good first impression. Are you neat and well groomed? Underdressed or overdressed?
9. Set goals.
Winners set goals; losers make excuses. Goals give you more than a reason to get up in the morning; they are an incentive to keep you going all day. They must be measurable, identifiable, obtainable, specific -- and put them in writing.
10. Become a customer-service fanatic.
I've often said the sale begins when the customer says yes. Good salespeople make sure the job gets done on time— and done right. There's one thing no business has enough of: customers. Take care of the customers you've got, and they'll take care of you. You must have a fanatical attention to detail.
11. Remember to listen.
You can't learn anything with your mouth open. For too many people, good listening means, "I talk, you listen." Listening is a two- way process. Yes, you need to be heard, but you also need to hear others' ideas, questions and objections. If you talk at people instead of with them, they're not buying in -- they're caving in.
12. Keep it all in perspective.
It is impossible to underrate the importance of a sense of humor. When there are inevitable setbacks along the way, learn to laugh about them.
13. Develop a thirst for self-improvement.
You don't go to school once for a lifetime. You are in school all your life. Sales superstars are constantly working to become better. They take courses, read books, listen to audiotapes and inhale everything they can to improve.
Bottom Line:
A salesperson tells, a good salesperson explains… and a sales superstar demonstrates.
Thursday
Success With Solo Travel
A fast-moving market for solo travel is creating a prime opportunity for travel sellers. Agents need only take the time to understand the needs and demographics of a changing market and familiarize themselves with suppliers’ range of products and pricing for individual travelers, colleagues say.
Travel agents may even have an edge in this fast-growth market. There is evidence that solo travelers are more likely than other travelers to seek assistance from travel agents, rather than book on the Internet, according to a 2009 report.
Surprising valueAgents who know their suppliers may find good value for solo travelers in unexpected places.
For instance, luxury cruise lines, which often have lower single supplements than other lines, can be a particularly good cruise choice for solo clients,. “Frequently, it turns out the luxury lines are more accommodating and a better value for solo passengers.”
Social media enthusiasts
For some travel sellers, having an online presence directed toward solo travelers is an effective way to grow the niche.
As a rule, solo travelers tend to be a very connected group and heavy users of social media, according to Marsha Calig, president of Calig World Travel, an American Express agency in Woodland Hills, Calif.
“One will post something about a trip on her blog and then others will want to go. It pays to be aware of this social media aspect. It also means that the potential for repeat and referral business is strong.”
Know your customer
While it is commonly thought that most solo travelers are women seeking the safety of group travel, the demographics actually are much broader.
An evolving market
Another misconception about solo travelers is that they’re all single.
“Many couples have different interests and so choose to travel separately,” Blecker said. “I even have some married clients who choose to take two cabins for health reasons, such as snoring.”
Solo travelers are increasingly becoming “younger and more adventurous,” she added.
Calig said she too has seen changes in solo customers.
Built-in challenges
Calig’s solo clients tend to fall into two age groups: middle-aged professionals and retirees. Of the two, the former are by far the more challenging to serve, she said.
“The younger group is still working, so they are far less flexible. They tend to want to travel during holiday periods and other prime periods, and they tend to book at the last minute,” she said.
Because many tour operators only waive single supplement charges on selected departures, a lack of flexibility often makes it difficult for solo travelers to get good deals or to find space on the tours they want.
Not just price
Developments in supplier offerings for solo travelers aren’t confined to pricing – at least they shouldn’t be, Blecker suggested.
She cited Norwegian Cruise Line’s introduction of Studio staterooms for solo passengers, which she called a “huge step forward in solo cruising.”
Norwegian’s introduction of the Studio Lounge in that initiative is significant, in Blecker’s view.
“The secret to the Studio cabins’ success, I think, lies not in the pricing, as often solos can find a lower-priced cabin even by paying a supplement, but with the social hub in the Studio Lounge,” she said. “It gives a central location for solos to meet one another and plan activities and dining.”
Supplier specialists
Finding the right suppliers to partner with is key to serving this potentially lucrative market. One option is partnering with any of a growing number of tour operators that specialize in solo travel.
Calig said she has long worked with one of the pioneers in the field, O Solo Mio Tours, which has been in business for 20 years.
New entrant
Among the newer supplier specialists is SoloMate Travel. Its founder, Patty Magalnick, left a 20-year career as a meeting planner for Fortune 500 companies to found the firm with Andrea Leber last year.
“Andrea and I were avid solo travelers who didn’t see any companies out there providing what we wanted,” she said. “We wanted to offer extraordinary destinations and services without requiring the single supplement fee.”
SoloMate Travel, which pays commissions to travel agents, offers a roommate matching service as well as single accommodations on its tours.
Magalnick is hopeful that the advent of more solo-focused travel companies such as hers will put more pressure on suppliers to lower or waive single supplements. “Hotels and cruise lines have a ways to go, but the market is putting more pressure on the industry.”
Good revenue source
Travel agent Amber Blecker said she was puzzled that more suppliers haven’t adapted to the market for solo travel, since solo travelers are an especially good revenue source.
“Suppliers need not presume that solo travelers only want the lowest categories available,” she said.
Solo passengers also tend to generate more revenue on cruises than other passengers because they often spend more time in casinos, bars and spas and on shore excursions, she added.
Travel agents may even have an edge in this fast-growth market. There is evidence that solo travelers are more likely than other travelers to seek assistance from travel agents, rather than book on the Internet, according to a 2009 report.
Surprising valueAgents who know their suppliers may find good value for solo travelers in unexpected places.
For instance, luxury cruise lines, which often have lower single supplements than other lines, can be a particularly good cruise choice for solo clients,. “Frequently, it turns out the luxury lines are more accommodating and a better value for solo passengers.”
Social media enthusiasts
For some travel sellers, having an online presence directed toward solo travelers is an effective way to grow the niche.
As a rule, solo travelers tend to be a very connected group and heavy users of social media, according to Marsha Calig, president of Calig World Travel, an American Express agency in Woodland Hills, Calif.
“One will post something about a trip on her blog and then others will want to go. It pays to be aware of this social media aspect. It also means that the potential for repeat and referral business is strong.”
Know your customer
While it is commonly thought that most solo travelers are women seeking the safety of group travel, the demographics actually are much broader.
An evolving market
Another misconception about solo travelers is that they’re all single.
“Many couples have different interests and so choose to travel separately,” Blecker said. “I even have some married clients who choose to take two cabins for health reasons, such as snoring.”
Solo travelers are increasingly becoming “younger and more adventurous,” she added.
Calig said she too has seen changes in solo customers.
Built-in challenges
Calig’s solo clients tend to fall into two age groups: middle-aged professionals and retirees. Of the two, the former are by far the more challenging to serve, she said.
“The younger group is still working, so they are far less flexible. They tend to want to travel during holiday periods and other prime periods, and they tend to book at the last minute,” she said.
Because many tour operators only waive single supplement charges on selected departures, a lack of flexibility often makes it difficult for solo travelers to get good deals or to find space on the tours they want.
Not just price
Developments in supplier offerings for solo travelers aren’t confined to pricing – at least they shouldn’t be, Blecker suggested.
She cited Norwegian Cruise Line’s introduction of Studio staterooms for solo passengers, which she called a “huge step forward in solo cruising.”
Norwegian’s introduction of the Studio Lounge in that initiative is significant, in Blecker’s view.
“The secret to the Studio cabins’ success, I think, lies not in the pricing, as often solos can find a lower-priced cabin even by paying a supplement, but with the social hub in the Studio Lounge,” she said. “It gives a central location for solos to meet one another and plan activities and dining.”
Supplier specialists
Finding the right suppliers to partner with is key to serving this potentially lucrative market. One option is partnering with any of a growing number of tour operators that specialize in solo travel.
Calig said she has long worked with one of the pioneers in the field, O Solo Mio Tours, which has been in business for 20 years.
New entrant
Among the newer supplier specialists is SoloMate Travel. Its founder, Patty Magalnick, left a 20-year career as a meeting planner for Fortune 500 companies to found the firm with Andrea Leber last year.
“Andrea and I were avid solo travelers who didn’t see any companies out there providing what we wanted,” she said. “We wanted to offer extraordinary destinations and services without requiring the single supplement fee.”
SoloMate Travel, which pays commissions to travel agents, offers a roommate matching service as well as single accommodations on its tours.
Magalnick is hopeful that the advent of more solo-focused travel companies such as hers will put more pressure on suppliers to lower or waive single supplements. “Hotels and cruise lines have a ways to go, but the market is putting more pressure on the industry.”
Good revenue source
Travel agent Amber Blecker said she was puzzled that more suppliers haven’t adapted to the market for solo travel, since solo travelers are an especially good revenue source.
“Suppliers need not presume that solo travelers only want the lowest categories available,” she said.
Solo passengers also tend to generate more revenue on cruises than other passengers because they often spend more time in casinos, bars and spas and on shore excursions, she added.
Wednesday
Dead Sea Scrolls Exhibit Opens in New York City
As the Dead Sea vies for a spot as one of the New7Wonders of Nature, the biggest archeological discovery it yielded has settled into a temporary new home. Dead Sea Scrolls: Life and Faith in Biblical Times premiered at New York’s Discovery Times Square on October 28—the same venue that has housed other historic exhibitions like Titanic and King Tut. It marks the most comprehensive collection of ancient artifacts from Israel ever organized in North America, including the oldest known copies of the Hebrew Bible and a scale recreation of part of the Western Wall. With a video feed broadcasting activity at Jerusalem’s iconic Temple Mount, it’s perhaps the closest experience to the religious pilgrimage as one can make without making the 5700+ mile journey.
For history enthusiasts, the exhibit is a must-see that showcases how the scrolls’ creation marked a pivotal moment in the evolution of monotheistic religion. Hundreds of artifacts—some being shown publicly here for the first time—are organized to paint a picture of life in ancient Israel, and chronicle the cultural shift surrounding the emergence of modern-day Judaism, Christianity, and Islam. Says exhibition curator Dr. Rise Levitt Kohn, “The pots, coins, weapons, jewelry, and of course, the scrolls on display constitute a momentous contribution to our cultural legacy. They teach us about the past and also about ourselves.”
Dead Sea Scrolls: Life and Faith in Biblical Times will run through April 15, 2012 at Discovery Times Square (226 West 44th Street), after which it will travel to Philadelphia’s Franklin Institute for a five-month run. Tickets are $25.00 for adults, $19.50 for children ages 4-12, and $22.50 for seniors.
For history enthusiasts, the exhibit is a must-see that showcases how the scrolls’ creation marked a pivotal moment in the evolution of monotheistic religion. Hundreds of artifacts—some being shown publicly here for the first time—are organized to paint a picture of life in ancient Israel, and chronicle the cultural shift surrounding the emergence of modern-day Judaism, Christianity, and Islam. Says exhibition curator Dr. Rise Levitt Kohn, “The pots, coins, weapons, jewelry, and of course, the scrolls on display constitute a momentous contribution to our cultural legacy. They teach us about the past and also about ourselves.”
Dead Sea Scrolls: Life and Faith in Biblical Times will run through April 15, 2012 at Discovery Times Square (226 West 44th Street), after which it will travel to Philadelphia’s Franklin Institute for a five-month run. Tickets are $25.00 for adults, $19.50 for children ages 4-12, and $22.50 for seniors.
The 5 Most Important Customer Service Rules
November 9th, 2011 . by Richard Earls
Client retention is a big part of marketing, certainly as important as client acquisition. By retaining your existing clients, you stabilize your travel practice, and provide a base onto which you can layer client acquisition and growth. WOW customer service is the way to retain clients, and a big part of great client service is accomplished by educating your clients.
It is highly likely that most of the public you encounter, including your existing clients, do not fully understand what you do as a travel consultant. The consumer, by and large, does not understand the role of a travel agent. The public views you as a retailer of travel. In fact, the public mistrusts much marketing and advertising by travel agencies. But there are steps you can take during the actual buying process to cement your relationship with the client through the booking process and beyond.
Consumers:
From the outset of your relationship with any client, seek to shift the paradigm away from retail to consultant. You are not going to sell anything. You are going to coach the client into making a good buying decision. Clients are going to research on the internet. Clients will see other opportunities to purchase travel. Your reaction? GREAT! Encourage them to bring you options if they care to research along with you. You and the client can work as a team, coach. If your job is to assist the client in making a smart buying decision, then why does the source of the information matter?
Demystify travel for your clients. Empower them. Tell them how travel works, but more importantly, tell them how YOU work. Explain your expertise and how it benefits them. Explain your consortia, supplier relationships and professional resources and how it benefits them. Incorporate them fully in the process of travel planning.
Although clients will give “price” as their key reason for doing their own bookings, I suspect the real word for which they are searching is “value.” The risk of the internet is that it makes a cynic of everyone – we know the price of everything but the value of nothing. The failing of the internet is that it can not establish value. This is where your expertise is truly unique as a competitive asset. You know how to match a client with a particular tour operator, you know which tour operators are excellent and which are not. You know the intricacies of complicated itineraries. You know your destinations and logistics. Put them all to good use by making your personal assets accessible and known to those consumers that use the internet.
Educate your clients on the value of your services.
Client retention is a big part of marketing, certainly as important as client acquisition. By retaining your existing clients, you stabilize your travel practice, and provide a base onto which you can layer client acquisition and growth. WOW customer service is the way to retain clients, and a big part of great client service is accomplished by educating your clients.
It is highly likely that most of the public you encounter, including your existing clients, do not fully understand what you do as a travel consultant. The consumer, by and large, does not understand the role of a travel agent. The public views you as a retailer of travel. In fact, the public mistrusts much marketing and advertising by travel agencies. But there are steps you can take during the actual buying process to cement your relationship with the client through the booking process and beyond.
Consumers:
- Don’t clearly understand either the role of Travel Agent or the benefits of using an agent;
- Want to feel empowered;
- Fear that agents withhold information;
- Like the convenience of the internet;
- Fear they will pay more
From the outset of your relationship with any client, seek to shift the paradigm away from retail to consultant. You are not going to sell anything. You are going to coach the client into making a good buying decision. Clients are going to research on the internet. Clients will see other opportunities to purchase travel. Your reaction? GREAT! Encourage them to bring you options if they care to research along with you. You and the client can work as a team, coach. If your job is to assist the client in making a smart buying decision, then why does the source of the information matter?
Demystify travel for your clients. Empower them. Tell them how travel works, but more importantly, tell them how YOU work. Explain your expertise and how it benefits them. Explain your consortia, supplier relationships and professional resources and how it benefits them. Incorporate them fully in the process of travel planning.
Although clients will give “price” as their key reason for doing their own bookings, I suspect the real word for which they are searching is “value.” The risk of the internet is that it makes a cynic of everyone – we know the price of everything but the value of nothing. The failing of the internet is that it can not establish value. This is where your expertise is truly unique as a competitive asset. You know how to match a client with a particular tour operator, you know which tour operators are excellent and which are not. You know the intricacies of complicated itineraries. You know your destinations and logistics. Put them all to good use by making your personal assets accessible and known to those consumers that use the internet.
Educate your clients on the value of your services.
Thursday
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Free River Cruise Cobranded Website
The Globus family of brands has developed an online sales and marketing tool to help you promote Avalon Waterways river cruises. You will have access to a fully-developed, hosted Cobranded Website that provides cruise information, and your business information.
FEATURES:All Agent Access — any agent or agency can use this new Cobranded Website
High-quality — interactive media, videos, virtual tours and eBrochures
Customizable Content — contact information and branding
Lead Generation — visitors will email you from cruise form
Cruise Itineraries — all Avalon cruise itineraries, dates and prices
Ship Information — photos, deck plans and details
Deals & Offers — current cruise deals and offers
Call-to-Action — your business information prominently presented
Make sure to get your Cobranded Website set up and ready to go before Wave Season is here.
http://cruises.avalonwaterways.com/_admin/signup.php
FEATURES:All Agent Access — any agent or agency can use this new Cobranded Website
High-quality — interactive media, videos, virtual tours and eBrochures
Customizable Content — contact information and branding
Lead Generation — visitors will email you from cruise form
Cruise Itineraries — all Avalon cruise itineraries, dates and prices
Ship Information — photos, deck plans and details
Deals & Offers — current cruise deals and offers
Call-to-Action — your business information prominently presented
Make sure to get your Cobranded Website set up and ready to go before Wave Season is here.
http://cruises.avalonwaterways.com/_admin/signup.php
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