Travel Agent - November 10, 2008 - (Page 78) TR ANSPORTATION Car Rentals Equal Opportunity for Agents Enterprise Rent-A-Car executive sees rental commissions as revenue builder in tight economy BY GEORGE DOOLEY IF THERE IS A TRICK TO BUILDING PROFITABLE CAR-RENTAL SALES, it is simply asking for the business with each transaction, according to Ron Cerko, vice presidentTravel Industry Relations for Alamo Rent A Car, Enterprise Rent-A-Car and National Car Rental. Too many agents—including independent agents—simply overlook opportunities to make profitable car-rental sales. Cerko, an industry veteran, wants to turn this around and urges agencies and agents to rethink their approach to car-rental sales— especially in the face of an economic downturn. The commissions may not compare to the sales of a luxury cruise or five-star resort, but car rentals can be an important revenue source. “Enterprise offers travel agents exceptional opportunities to build profitable car-rental sales, including three brands—National Car Rental, Alamo Rent A Car and Enterprise Rent-A-Car—that cover luxury and budget rentals and corporate and leisure sales, as well as airport and non-airport locations. We pay promptly and offer all kinds of incentives,” Cerko says. “Full-service agents and agencies should be just that: full-service. They should have a relationship with a quality car-rental firm and make car rentals an integral part of their sales and marketing programs,” he adds. (Editor’s Note: PhoCusWright Research estimates that agents’ share of the car-rental market is now at $3.8 billion, with opportunities for expansion, despite competitive booking channels.) One year after the acquisition of Alamo and National created a $13 billion car-rental provider, Enterprise reports sustained agent support and consistent customer satisfaction. For example, for the fourth year in a row and the eighth time in the past nine years, Enterprise Rent-A-Car ranked highest in the 2007 J.D. Power and Associates Rental Car Satisfaction Study, which includes both leisure and business travelers. 78 | TravelAgent November 10, 2008 Ron Cerko In total, the Alamo, Enterprise and National brands serve more than 8,000 neighborhood and airport locations. Enterprise alone has offices within 15 miles of 90 percent of the U.S. population and is the fastest-growing rental-car company in the airport segment. Agents’ Advocate Cerko, who earned his CTIE from The Travel Institute, remains an advocate of travel agents and sees agencies as a vital force in the marketplace, booking billions of dollars in car rentals last year. Enterprise Rent-A-Car, for example, launched its Customizable Travel Agency Program in 2005 with an endorsement by ASTA. The partnership program offers value-oriented rates and personalized service. And it gives each agency the ability to set its own rate and commission structure based on the agent’s or agency’s individual business strategy. Cerko also urges agents to explore the advantages of the Enterprise Plus program for travel agents and to remind themselves to ask for clients’ business with every sale. Cerko’s primary responsibility is growing the Alamo Rent A Car, Enterprise Rent-A-Car and National Car Rental brands in the travel industry. The three firms have strong brand identities (Alamo in leisure and National in the corporate market) and are not short on initiatives—including innovations in technology and services. Earlier this year, for example, Alamo Rent A Car set a major industry milestone with 1 million self-service kiosk rental transactions. The self-service kiosks enable customers to skip lines at the rental counter and check in directly, which significantly reduce travel hassles. Alamo’s kiosks allow customers to review rental information, upgrade to a larger-class car and purchase optional items such as a GPS unit and prepaid gasoline. Alamo continues to refine its technology and expand its number of kiosk locations. Recent advancements in Alamo’s kiosk technology include the ability for customers who do not have an advance reservation to simply walk up and use the kiosk. Customers may also add or change their frequent-flyer program numbers at the kiosk for airline reward points. National Car Rental matches Enterprise and Alamo in its support of agents. One example: National’s CASH-IN Club Program. The program rewards travel agents and allows them to earn points for all qualifying National rentals. Rewards include gift cards from major retailers, as well as merchandise from jewelry and electronics to household items. Promotions are often in place to double or triple the daily payouts. The program has its own dedicated website at www.cashinclub.travel. For more information, agents are encouraged to visit www.alamo.com, www.enterprise.com and www.nationalcar.com. I CONNECTING YOU For more ideas on maximizing revenue, visit www. travelagentcentral.com/running-your-business http://www.cashinclub.travel http://www.alamo.com http://www.enterprise.com http://www.nationalcar.com http://www.travelagentcentral.com/running-your-business http://www.travelagentcentral.com/running-your-business
Table of Contents Feed for the Digital Edition of Travel Agent - November 10, 2008 Travel Agent - November 10, 2008 Reality Check Online Now Contents Contributors From the Editor Special Supplemement: Business & First Class Travel Specialist 2.0 Hawaii: Art Lovers will Appreciate the Islands’ Offerings Europe: Barcelona is Blooming with Terrific Hotels Pacific/Asia: French Colonial and Asian Styles Blend in Hanoi Alaska: Adventure Abounds In and Around Juneau Canada: Edmonton is Canada’s “Festival City” Las Vegas: Where to Find Inner Peace in Sin City Central & South America: Buenos Aires Brings European Flavor to Argentina Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts The Slot Spot River Cruises: European Itineraries Offer Convenience and Value Cover Story: Selling Mexico Car Rentals: Tapping an Underappreciated Revenue Source Consortia Profile: Ensemble Travel Group Launches New Initiatives and Tools Luxury Travel Expo WESTA Offers Growth Opportunities for Agents Hawaii Gets New Inter-Island Service Caribbean, Mexico Ramp Up Resort Plans Classified Marketplace In the Spotlight Agent Access Editorial Index Advertising Index Travel Agent - November 10, 2008 Travel Agent - November 10, 2008 - Travel Agent - November 10, 2008 (Page Cover1) Travel Agent - November 10, 2008 - Travel Agent - November 10, 2008 (Page Cover) Travel Agent - November 10, 2008 - Travel Agent - November 10, 2008 (Page 1) Travel Agent - November 10, 2008 - Travel Agent - November 10, 2008 (Page 2) Travel Agent - November 10, 2008 - Travel Agent - November 10, 2008 (Page 3) Travel Agent - November 10, 2008 - Reality Check (Page 4) Travel Agent - November 10, 2008 - Reality Check (Page 5) Travel Agent - November 10, 2008 - Online Now (Page 6) Travel Agent - November 10, 2008 - Online Now (Page 7) Travel Agent - November 10, 2008 - Contents (Page 8) Travel Agent - November 10, 2008 - Contents (Page 9) Travel Agent - November 10, 2008 - Contents (Page 10) Travel Agent - November 10, 2008 - Contents (Page 11) Travel Agent - November 10, 2008 - Contributors (Page 12) Travel Agent - November 10, 2008 - Contributors (Page 13) Travel Agent - November 10, 2008 - From the Editor (Page 14) Travel Agent - November 10, 2008 - From the Editor (Page 15) Travel Agent - November 10, 2008 - From the Editor (Page 16) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S1) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S2) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S3) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S4) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S5) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S6) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S7) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page S8) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page 25) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page 26) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page 27) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page 28) Travel Agent - November 10, 2008 - Special Supplemement: Business & First Class Travel Specialist 2.0 (Page 29) Travel Agent - November 10, 2008 - Hawaii: Art Lovers will Appreciate the Islands’ Offerings (Page 30) Travel Agent - November 10, 2008 - Hawaii: Art Lovers will Appreciate the Islands’ Offerings (Page 31) Travel Agent - November 10, 2008 - Hawaii: Art Lovers will Appreciate the Islands’ Offerings (Page 32) Travel Agent - November 10, 2008 - Hawaii: Art Lovers will Appreciate the Islands’ Offerings (Page 33) Travel Agent - November 10, 2008 - Hawaii: Art Lovers will Appreciate the Islands’ Offerings (Page 34) Travel Agent - November 10, 2008 - Hawaii: Art Lovers will Appreciate the Islands’ Offerings (Page 35) Travel Agent - November 10, 2008 - Europe: Barcelona is Blooming with Terrific Hotels (Page 36) Travel Agent - November 10, 2008 - Europe: Barcelona is Blooming with Terrific Hotels (Page 37) Travel Agent - November 10, 2008 - Europe: Barcelona is Blooming with Terrific Hotels (Page 38) Travel Agent - November 10, 2008 - Europe: Barcelona is Blooming with Terrific Hotels (Page 39) Travel Agent - November 10, 2008 - Pacific/Asia: French Colonial and Asian Styles Blend in Hanoi (Page 40) Travel Agent - November 10, 2008 - Pacific/Asia: French Colonial and Asian Styles Blend in Hanoi (Page 41) Travel Agent - November 10, 2008 - Pacific/Asia: French Colonial and Asian Styles Blend in Hanoi (Page 42) Travel Agent - November 10, 2008 - Pacific/Asia: French Colonial and Asian Styles Blend in Hanoi (Page 43) Travel Agent - November 10, 2008 - Alaska: Adventure Abounds In and Around Juneau (Page 44) Travel Agent - November 10, 2008 - Alaska: Adventure Abounds In and Around Juneau (Page 45) Travel Agent - November 10, 2008 - Canada: Edmonton is Canada’s “Festival City” (Page 46) Travel Agent - November 10, 2008 - Canada: Edmonton is Canada’s “Festival City” (Page 47) Travel Agent - November 10, 2008 - Canada: Edmonton is Canada’s “Festival City” (Page 48) Travel Agent - November 10, 2008 - Canada: Edmonton is Canada’s “Festival City” (Page 49) Travel Agent - November 10, 2008 - Las Vegas: Where to Find Inner Peace in Sin City (Page 50) Travel Agent - November 10, 2008 - Las Vegas: Where to Find Inner Peace in Sin City (Page 51) Travel Agent - November 10, 2008 - Las Vegas: Where to Find Inner Peace in Sin City (Page 52) Travel Agent - November 10, 2008 - Las Vegas: Where to Find Inner Peace in Sin City (Page 53) Travel Agent - November 10, 2008 - Las Vegas: Where to Find Inner Peace in Sin City (Page 54) Travel Agent - November 10, 2008 - Las Vegas: Where to Find Inner Peace in Sin City (Page 55) Travel Agent - November 10, 2008 - Central & South America: Buenos Aires Brings European Flavor to Argentina (Page 56) Travel Agent - November 10, 2008 - Central & South America: Buenos Aires Brings European Flavor to Argentina (Page 57) Travel Agent - November 10, 2008 - Central & South America: Buenos Aires Brings European Flavor to Argentina (Page 58) Travel Agent - November 10, 2008 - Central & South America: Buenos Aires Brings European Flavor to Argentina (Page 59) Travel Agent - November 10, 2008 - Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts (Page 60) Travel Agent - November 10, 2008 - Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts (Page 61) Travel Agent - November 10, 2008 - Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts (Page 62) Travel Agent - November 10, 2008 - Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts (Page 63) Travel Agent - November 10, 2008 - Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts (Page 64) Travel Agent - November 10, 2008 - Caribbean, The Bahamas & Bermuda: Romance and History Meet in St. Kitts (Page 65) Travel Agent - November 10, 2008 - The Slot Spot (Page 66) Travel Agent - November 10, 2008 - The Slot Spot (Page 67) Travel Agent - November 10, 2008 - River Cruises: European Itineraries Offer Convenience and Value (Page 68) Travel Agent - November 10, 2008 - River Cruises: European Itineraries Offer Convenience and Value (Page 69) Travel Agent - November 10, 2008 - River Cruises: European Itineraries Offer Convenience and Value (Page 70) Travel Agent - November 10, 2008 - River Cruises: European Itineraries Offer Convenience and Value (Page 71) Travel Agent - November 10, 2008 - Cover Story: Selling Mexico (Page 72) Travel Agent - November 10, 2008 - Cover Story: Selling Mexico (Page 73) Travel Agent - November 10, 2008 - Cover Story: Selling Mexico (Page 74) Travel Agent - November 10, 2008 - Cover Story: Selling Mexico (Page 75) Travel Agent - November 10, 2008 - Cover Story: Selling Mexico (Page 76) Travel Agent - November 10, 2008 - Cover Story: Selling Mexico (Page 77) Travel Agent - November 10, 2008 - Car Rentals: Tapping an Underappreciated Revenue Source (Page 78) Travel Agent - November 10, 2008 - Car Rentals: Tapping an Underappreciated Revenue Source (Page 79) Travel Agent - November 10, 2008 - Consortia Profile: Ensemble Travel Group Launches New Initiatives and Tools (Page 80) Travel Agent - November 10, 2008 - Consortia Profile: Ensemble Travel Group Launches New Initiatives and Tools (Page 81) Travel Agent - November 10, 2008 - Luxury Travel Expo (Page 82) Travel Agent - November 10, 2008 - WESTA Offers Growth Opportunities for Agents (Page 83) Travel Agent - November 10, 2008 - WESTA Offers Growth Opportunities for Agents (Page 84) Travel Agent - November 10, 2008 - Hawaii Gets New Inter-Island Service (Page 85) Travel Agent - November 10, 2008 - Hawaii Gets New Inter-Island Service (Page 86) Travel Agent - November 10, 2008 - Caribbean, Mexico Ramp Up Resort Plans (Page 87) Travel Agent - November 10, 2008 - Classified Marketplace (Page 88) Travel Agent - November 10, 2008 - In the Spotlight (Page 89) Travel Agent - November 10, 2008 - Agent Access (Page 90) Travel Agent - November 10, 2008 - Agent Access (Page 91) Travel Agent - November 10, 2008 - Agent Access (Page 92) Travel Agent - November 10, 2008 - Agent Access (Page 93) Travel Agent - November 10, 2008 - Agent Access (Page 94) Travel Agent - November 10, 2008 - Editorial Index (Page 95) Travel Agent - November 10, 2008 - Advertising Index (Page 96) Travel Agent - November 10, 2008 - Advertising Index (Page Cover3) Travel Agent - November 10, 2008 - Advertising Index (Page Cover4)
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