Travel Agent - January 5, 2009 - (Page 41) TOP TIPS FOR 2009 How to Stand Out In a difficult environment, it’s more important than ever to make sure your message is getting through. “Repeat and referral business will get you through to customers who have stacks and stacks of travel agency postcards piling up at their home and in their online mailbox,” says Laskin-Kennedy. “Ask for the business. Give a referral reward to past clients either in the form of cash now, or dollars off their next vacation.” She acknowledges that it isn’t easy to grab clients’ attention these days, but the effort can pay off. “I’m investing in print ads right now that are eye-catching,” she says. “My ads focus on a particularly unique cruise or tour that is priced for these tough economic times. Then, once they call me and want to book, I can try to upsell them to a better cabin, a pre/post-cruise or tour stay, or even a better travel insurance program.” Many agents opt for the personal touch in reaching out to clients. “A personal note is added to our offers,” says Aliseo, while DeClemente notes that “with our base of upscale leisure business, our contact with clients must be frequent and personal, by phone, handwritten notes or face-to-face visits. Our message is that there are a ton of deals out there, and the only one who can cut through the clutter is us.” “Consumers today are extremely savvy,” says Trafalgar’s Wiseman. “If a supplier is cutting prices, they are hurting themselves because clients will then wait to see when they will get the best price.” Wiseman suggests instead that a supplier should explain its value and quality proposition from the outset. “There are many offers out there, but the key to achieving a true value vacation is no hidden costs,” concurs John Issa, chairman and founder of SuperClubs. “The one-price-buysall model is a smart, value-driven choice that offers a distinct advantage: It eliminates most, if not all of the financial risk and surprise from a vacation.” To stand out amidst the clutter of e-mail deals available, Burgess from Preferred Travel says, “Keep it short and to the point and use the best graphics and photos you can find. People respond well to great visuals, and will read and retain a well-written, concise piece.” 1. Cut expenses by changing your company’s credit-card processor and reduce unneeded costs associated with websites, extra domain names and phone lines. 2. Renegotiate with landlords, contractors and outside vendors to ensure the best terms possible for the next 12 to 18 months. 3. Meet with local hoteliers and do site and ship inspections to increase your agency’s visibility. 4. Use your free time for fams. 5. With downtime, finish the educational programs you started in 2008. 6. Invite suppliers to host training sessions in your office. 7. Research your customer profiles, then make customized calls to tell clients about the 12. Communicate with your staff to make sure everyone is contributing as much as they can, and keep a positive outlook. 13. Share strategic information with employees at all levels in the corporation to create a better sense of ownership and commitment. great offers out there. Ask for just a deposit now, with final payment due in the future. 8. Send personal notes to past clients to reestablish contact. 9. Pursue new partnerships and alliances that can bring in more sales. 10. Negotiate with your local advertisers or join forces with another venue and get your name out there. 11. Invest in eye-catching ads. Now is the time to market. Keeping Morale Up With all the negative news, keeping a positive outlook within your company is crucial. Courtyard Travel’s DeClemente says his team remains upbeat with humor, one-onone sitdowns and staff meetings, keeping all employees in the loop. “Management must maintain a positive and upbeat manner,” he says. “Otherwise, employees reflect what they see and hear right to our clients—and that’s a big no-no.” Marianne Braly of Now Voyager Travel likens an agency’s owner to the captain of a ship, responsible for setting an example for the crew. “This is merely another ‘bump’ in the road,” she says of the downturn. Aliseo gives her associate agents ideas that they can use to attract new business and make sure they utilize the opportunities that are out there. “I advise my agents to write their goals,” she says, “as this can be the morale booster one needs to stay excited about their future in this business. If you do not have a written plan, the future of any business is in jeopardy.” Staff communication is key during these times, emphasized all the travel agents and suppliers with whom we spoke. “Sharing strategic information, including how the company plans to weather a downturn in business, creates a much better sense of ‘ownership’ and commitment from employees at all levels of the organization,” says Uniworld’s Young. “You also have to be honest with employees. Do not deliver false optimism and never give promises that you can’t deliver on.” It is equally important to remember that clients still want to travel. “Despite the problems at home—or maybe because of the problems— people want to find some escape,” says SuperClubs’ Issa. Gordon of Rubinsohn Travel agrees, noting that the industry survived the 1987 recession, too. “People still want to travel,” she says. “Many do not consider travel to be a luxury. It is their lifestyle and they do not wish to alter that one bit.” — MICHAEL BROWNE, GEORGE DOOLEY, MARK ROGERS, JOE PIKE, ROBERTA ROBERTI, DAVID EISEN, MACKENZIE ALLISON, RUTHANNE TERRERO AND JENA TESSE FOX — COMPILED BY MICHAEL BROWNE, JENA TESSE FOX AND MACKENZIE ALLISON January 5, 2009 TravelAgent | 41
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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