Travel Agent - January 5, 2009 - (Page 40) COVER STORY CONTINUED FROM PAGE 39 Pull Ahead Now While many companies are going into hibernation during these tough times, the smart businesses are using the time to gain a competitive edge. “I’m using this downtime to keep ahead of the pack,” says LaskinKennedy. “Many of the educational programs offer travel benefits and fams once completed. Experiencing the product or destination is the best way to impress your clients and to gain their confidence…You have to be the most knowledgeable and experienced travel agent that they could find.” Adds Insight Vacations’ Kazlauskas, “We have a full staff of 12 sales managers on the road making a minimum of six to eight calls per day, visiting agents and doing everything they can to help agents drive business—this while many of our competitors are encouraging their sales staff to cut back on travel.” “In a downturn, we obviously have to focus on becoming more efficient and cutting out operational slack that might have built up during growth years,” says Uniworld’s Young. “But as we see some of our competitors take a very short-term approach to the downturn, with significant layoffs and price discounting, we are trying to be more strategic and are focusing on the long-term success of the company. We continue to invest in our product and we continue to engage in marketing opportunities with our trade partners.” Recently, he adds, “we agreed to a financial investment with one of our retail travel agency partners to support their development of a long-term e-commerce strategy, and we don’t expect to see results from this initiative for a couple of years.” Billy B. Martin, co-owner, Let’s Travel Together; John Issa, executive chairman, SuperClubs; and David Speakman, chairman, Travel Counsellors Marketing Strategies With tighter budgets, marketing becomes a greater challenge for agents and suppliers. But, as Laskin-Kennedy points out, “Now is not the time to conserve your marketing dollars. This is the time to negotiate with your local advertisers or join forces with another venue (restaurant, wine store, health club, etc.) and get your name out there,” she says. “People are still looking to travel; they just want to think that they are getting a bargain deal—not necessarily the best value. Invest the most dollars you have available into advertising now, before the storefront down the street beats you to it. This is the most important time to stay current and in your clients’ face.” 40 | TravelAgent January 5, 2009 “Repeat business is available to all agents,” notes Aliseo. “All you need to do is ask for the business. Besides calling my clients, I use our weekly e-mail flyers that are sent to clients in my database and ask that they share these promotional offers with family and friends, even if they are not ready to plan a vacation.” Likewise, Annette Gordon of Rubinsohn Travel keeps in touch with past clients to let them know about specific destinations. In doing so, she says, “I am letting them know our agency is active and watching all promotions that may be of interest to them.” “We’re going to target across the board instead of just the luxury client,” says Billy B. Martin of Let’s Travel Together. Martin will also prepare an electronic marketing blast of 1,200 e-mails by gathering up e-mails from up to three years ago as a way to reapproach clients he may have lost touch with. Signature’s Maza suggests that agents change the “voice” of their marketing to be mindful of the current situation, yet persistent in the message that travel is a key priority for living well. “Convey the message that travel delivers experiences, memories and joys that no material thing can deliver,” he suggests. Michael Rotondo, director of travel for AAA Travel New York, recommends sticking with tried-and-true during a downturn. “This is not the year for us to try new destinations or vendors,” he says. “We will stick with what we know best and what our members want.” From the supplier perspective, Kazlauskas says, “We continue to keep spending on smart marketing and sales staff—we stay in the agent’s face and help them drive business in the door.” At Culinary Expeditions, Schrobat says, “Remember to market yourself, not the prod- ucts you’re representing—clients want security, advice, wisdom with solid guidance, and only you can do this!” Tour operator Down Under Answers decided to expand its offerings, adding Dubai to the list. “We’re offering Dubai for the first time as the way to capture a new audience,” says Brooke Castor, national accounts manager. The company is also using the downturn to reach out to travel agents. “We’re doing this through our webinar series, but we’re also traveling for in-house visits with agencies,” Castor says. Connie Walsh, vice president of business development at Tour de Forks, says her company is working to educate agents about developing culinary travel as a niche. “We have recently collaborated with The Travel Institute by doing a webinar for their members, and we participated on a panel on culinary tourism at their conference. Many agents today realize that they need to develop a niche, and culinary tourism is one of today’s hottest travel trends. There are a lot of deals out there, but we don’t want to get caught up in that. We want to continue to focus on the value and the experience.” For Trafalgar Tours’ President Paul Wiseman, marketing is about focusing on two key variables: “Working with our key travel agency partners who are looking for powerful, mutually beneficial relationships, and return on investment. This takes two forms—immediate and long-term opportunity.” “In a tough year,” says Uniworld’s Young, “it is imperative that we are in constant contact with our trade partners. We need to be in front of our travel agents, communicating the value of river cruising, which, as an all-inclusive product, is a very relevant option in today’s tough economic climate.”
Table of Contents Feed for the Digital Edition of Travel Agent - January 5, 2009 Travel Agent - January 5, 2009 Reality Check Online Now Contents From the Editor Europe: Copenhagen is Replete with Designer-Savvy Digs Pacific Asia: Krabi, Thailand, is a Serene and Beautiful Province Along the Andaman Coast Canada: Great Slopes and Rooms in Western Canada Las Vegas: The Luxor Reinvents and Redefines Itself Central & South America Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year Anguilla Has Numerous Properties Awaiting Visitors Cruises: Increasing Cruise Sales with Enrichment Programs Cover Story: 2009 Survival Guide Agenda CLIA Puts a Keen Eye on Training and Education for 2009 Hawaii's Luxury Offerings Clients Continue Demanding Exotic and Experiential Trips News from the Caribbean and Mexico Classified Marketplace In the Spotlight Agent Access Editorial Index Advertising Index Travel Agent - January 5, 2009 Travel Agent - January 5, 2009 - Travel Agent - January 5, 2009 (Page Cover1) Travel Agent - January 5, 2009 - Travel Agent - January 5, 2009 (Page Cover2) Travel Agent - January 5, 2009 - Reality Check (Page 1) Travel Agent - January 5, 2009 - Online Now (Page 2) Travel Agent - January 5, 2009 - Online Now (Page 3) Travel Agent - January 5, 2009 - Online Now (Page 4) Travel Agent - January 5, 2009 - Online Now (Page 5) Travel Agent - January 5, 2009 - Contents (Page 6) Travel Agent - January 5, 2009 - Contents (Page 7) Travel Agent - January 5, 2009 - Contents (Page 8) Travel Agent - January 5, 2009 - Contents (Page 9) Travel Agent - January 5, 2009 - From the Editor (Page 10) Travel Agent - January 5, 2009 - From the Editor (Page 11) Travel Agent - January 5, 2009 - From the Editor (Page 12) Travel Agent - January 5, 2009 - From the Editor (Page 13) Travel Agent - January 5, 2009 - From the Editor (Page 14) Travel Agent - January 5, 2009 - From the Editor (Page 15) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 16) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 17) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 18) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 19) Travel Agent - January 5, 2009 - Pacific Asia: Krabi, Thailand, is a Serene and Beautiful Province Along the Andaman Coast (Page 20) Travel Agent - January 5, 2009 - Pacific Asia: Krabi, Thailand, is a Serene and Beautiful Province Along the Andaman Coast (Page 21) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 22) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 23) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 24) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 25) Travel Agent - January 5, 2009 - Las Vegas: The Luxor Reinvents and Redefines Itself (Page 26) Travel Agent - January 5, 2009 - Las Vegas: The Luxor Reinvents and Redefines Itself (Page 27) Travel Agent - January 5, 2009 - Central & South America (Page 28) Travel Agent - January 5, 2009 - Central & South America (Page 29) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 30) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 31) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 32) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 33) Travel Agent - January 5, 2009 - Anguilla Has Numerous Properties Awaiting Visitors (Page 34) Travel Agent - January 5, 2009 - Cruises: Increasing Cruise Sales with Enrichment Programs (Page 35) Travel Agent - January 5, 2009 - Cruises: Increasing Cruise Sales with Enrichment Programs (Page 36) Travel Agent - January 5, 2009 - Cruises: Increasing Cruise Sales with Enrichment Programs (Page 37) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 38) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 39) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 40) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 41) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 42) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 43) Travel Agent - January 5, 2009 - Agenda (Page 44) Travel Agent - January 5, 2009 - CLIA Puts a Keen Eye on Training and Education for 2009 (Page 45) Travel Agent - January 5, 2009 - Hawaii's Luxury Offerings (Page 46) Travel Agent - January 5, 2009 - Clients Continue Demanding Exotic and Experiential Trips (Page 47) Travel Agent - January 5, 2009 - Classified Marketplace (Page 48) Travel Agent - January 5, 2009 - In the Spotlight (Page 49) Travel Agent - January 5, 2009 - Agent Access (Page 50) Travel Agent - January 5, 2009 - Agent Access (Page 51) Travel Agent - January 5, 2009 - Agent Access (Page 52) Travel Agent - January 5, 2009 - Agent Access (Page 53) Travel Agent - January 5, 2009 - Agent Access (Page 54) Travel Agent - January 5, 2009 - Editorial Index (Page 55) Travel Agent - January 5, 2009 - Advertising Index (Page 56) Travel Agent - January 5, 2009 - Advertising Index (Page Cover3) Travel Agent - January 5, 2009 - Advertising Index (Page Cover4)
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