We get calls all the time from our valued travel agency partners asking for suggestions about how to cope with the current economic situation, so I thought I would share some of the things we tell them. These days it may seem like your clients are running into their closet and closing the door -- but for every 10 who say they are simply not interested in travel today, there are at least a few who are open to suggestions. That’s why it pays to develop a targeted plan for those few. You see I mentioned the word “targeted,” because it will probably not be very effective for you to contact your seasoned traveler clients with a “cookie cutter” travel program that they already know about. “Been there, done that!”
Here’s where your imagination and experience pays off. Think about the memorable travel experiences you have loved over the years and use that as a base to start your plan. Perhaps it was a cruise to a very unique location, a visit with the locals at a destination, a trip that included special dining experiences, or a stay in some special venue, such as a castle or lodge. Maybe it was a visit to a special exhibit at a famous art museum -- something that has appeal for everyone who loves art – or a biking or walking adventure Tuscany or another place like it, or an eco-adventure to experience the earth’s natural wonders.
Check out your client’s past travel history to give you a clue about their interests. You have valuable information about that client -- and now is your opportunity to put that information to work for you. Then send them a personal note or an email that describes a trip or a selection of trips that reflect those interests. Reference the fact that you have checked out their travel history and think your selection will appeal to them.
One tip: don’t try to solicit every person on your contact list. You will just get frustrated and the information will tend to get watered down and won’t be targeted. You might plan to create just five or six trip suggestions each day. This is a case where a little effort every day builds your path to success.
The effort you put into creating this type of special communication with your client pays off two ways. Of course, you hope that your client books a trip -- now or in the future. Just as important, however, it demonstrates the fact that you are sensitive to your client’s needs and helps build a relationship of trust.
Many times agents tell me that they are surprised about the reaction to this type of targeted solicitation. It is conventional wisdom in the travel industry that it takes deals to motivate clients, but motivating a client to purchase is more about value than low price. The value proposition speaks to your client’s intrinsic interests. What turns one traveler on may be “ho-hum” to another.
One traveler may feel more comfortable with a hotel stay right in the heart of a large city, which provides easy access to sightseeing highlights and well-known restaurants. Another client may prefer staying just outside the congested metropolitan area, which might make it possible to find a more intimate lodging opportunity. It also may offer the chance to have meals at a small local restaurant where your clients can have conversations with the owner about both the destination and the culture of the country. As a travel agent, you may have found one of those encounters the most memorable event of a trip you have taken, and it is something you can share with your client when you make contact.
There are tools available to help you implement your plan. For cruises, it’s a good idea to check into the ports visited and the interesting things you have personally experienced in that destination. If more than one couple is traveling, it’s a great idea to get a private driver who can also be their guide. The cost may be somewhat more than booking the bus trip offered by the cruise line, but there is no comparison in the benefits involved. Again, you should keep in mind that your client most of all expects value and a memorable experience.
To make a land experience special for your client, you may want to create an FIT. It is surprisingly easy to do. Today there are many tools available -- both online and offline -- to help you custom-tailor an itinerary. You don’t have to spend hours planning the trip and wait for days to get your hotel and air confirmations. It really can be fun to craft a trip for your client that includes wonderful things to see and do – sharing with your client the very special travel experiences you have loved or would love to do. So share your passions with your clients and they will share theirs with you.
Harry Dalgaard is president of Avanti Destinations.
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Yes, we feel that trying to find the best price for your travel options is going to be the issue in 2009. As owner/operators of our Auckland ECO-tour; 'Coast to Coast Tours' www.coast2coastnz.com (- rated Tripadvisor's unsurpassed No1 Auckland attraction since May '08), we are fortunate to be able to absorb some of the costs ourselves. The savings, we pass directly onto our customers!
ReplyDeleteBOOK DIRECT (and pay cash) for a 10% DISCOUNT!!!!!!
However, we do NOT compromise the AUTHENTIC EXPERIENCES of this personalised, small group tour.
You'll get out of the city and explore the West Auckland region where our family has lived since 1922, (and we ONLY operate in the area we live, so profits are directed back into our community).
Enjoy (with very little travelling!) a tour that INCLUDES;
- lunch, (with wine/beer at an upmarket cafe),
- Waitakere rainforest, (a guided tour of Arataki Information Centre),
- craft-shopping, (100% NZ products),
- wine tasting, (at an award winning winery),
- honey sampling, (at BeesOnline),
- gannet (sea-bird) colony,
- Muriwai beach, (black iron-sands),
- visit to our SHEEP FARM and
- historic Homestead for afternoon tea, overview of Maori culture, and a hands-on animal experience.
…yes! ALL that in ONE day!!
We also have a 'unique-to-Auckland' TREE PLANTING project to offset this tour's emissions. Purchase and plant your own Native tree - (certificates issued, trees tagged and protected by New Zealand Government Law, forever).
SHORE EXCURSIONS (or Group Tours) are available, and can include an informative ‘Kiwiana-themed’ lamb roast/BBQ lunch at our farm (30 pax maximum, bookings essential).
We are Qualmark Endorsed and have been operating since 2002.
Visit our WEBSITE for full details about our tours www.coast2coastnz.com [a booking form is on there]
Compare our itinerary, genuine experiences AND price, …you'll not find better value for your money...guaranteed!
... tell your friends!
and PS, we are NOT the commercialised ‘Coast to Coast’ or ‘Countryside Experience’ Auckland shore excursion option listed on the major cruise line websites!