Travel Agent - November 10, 2008 - (Page 83) NEWS IMPACT WESTA Offers Growth Opportunities for Agents WHILE NATIONAL AGENCY NETWORKS, CONSORTIA and franchisers now dominate the travel agency distribution system, smaller regional agency groups are alive, well and expanding. One example is the Western Association of Travel Agencies (www.westa1. org), or WESTA, with 150 member agencies. Mike Estill, a veteran agent and WESTA’s general manager for 16 years, is a firm believer that there are real advantages for agencies to belong to regional groups. “The regional model—in WESTA’s case, the West Coast— isn’t for every agency,” he says. “But for many independent agencies, it’s a vital option to consider. Especially if the agency wants a hands-on relationship with its association and suppliers.” In an interview with with a full-time professional staff of eight, WESTA is headquartered in Portland, OR. Its Board of Directors is made up of agency owners spanning from Coronado, CA, to Bellingham, WA. This year, WESTA is led by President Paula Hobble, Focus on Travel, Beaverton, OR. WESTA is primarily a leisure group serving the higher end of the premium travel market. ers and knowing up front how much their membership actually costs them,” Estill says. A parallel can be made with MAST Vacation Partners, which is both agency-owned and a regional group. “We benefit from economies of scale, but without having to resort to a ‘one size fits all’ type of global model,” he adds. In 2009, WESTA expects to expand membership to 200-plus members. “Our business model can effectively handle 200 to 220 agencies without losing the personal touch our members enjoy,” Estill says. “We want to grow—but again, grow with compatible agencies in our West Coast market area. We have no plans to become a national group.” He adds: “In addition to the unique local support program and regionally focused supplier list, our regional nature provides other benefits.” WESTA’s advertising, for example, is crafted to focus on West Coast departure gateways. “Advertising with air prices out of JFK and Miami just doesn’t work for an agency in Sacramento or Seattle.” Estill also points out that WESTA’s cruise-group allotments can be optimized to focus on the products sold. WESTA’s cruisegroup program does not need to waste its allotment on products of less interest to West Coast buyers. “We really don’t need a huge roster of three- and four-day sailings out of Miami, or departures from Maryland,” he says. “On the other hand, there are some ships sailing the Alaska market from Seattle where we have groups on George Dooley What WESTA Offers to Members “WESTA agencies like the networking and camaraderie of belonging to a smaller and more involved group. Networking is a real value,” Estill says. “Another advantage is our hands-on, high-touch approach backed by quality programs that deliver results and increased revenues for members. We are holding over 20 meetings of various sizes during 2008, all within driving range of our members. I suspect the average active member sees a WESTA employee between five and 10 times a year, including in-office visits. We are relationship-driven and I think that shows in the consistency of focus among our membership.” Agency members pay dues to WESTA and retain all earned commissions and overrides. “Our agencies like receiving 100 percent of what their sales are earning from our suppli- nearly every sailing.” This focus has led WESTA to a 100 percent increase in the number of cashed-out Tour Conductor slots distributed back to its membership in 2008. WESTA’s Goals Building awareness of WESTA’s merits and value to agencies will be a key goal in 2009, Estill says. This includes the association’s aggressive education and training program and its equally aggressive marketing program. Underscoring WESTA’s hands-on support of agency members, Estill expects to expand to 25 WESTA events in 2009, including a new front-line agent sales-and-technology training initiative. Also planned for 2009 is an intensive direct-mail program for agency members. WESTA uses a combination of traditional Windows-based TRAMS ClientBase and the newly announced ClientBase Online to manage its CRM program. This platform allows member agents and suppliers to opt into business-building direct-mail marketing and electronicCONTINUED ON PAGE 84 November 10, 2008 TravelAgent | 83 Travel Agent, Estill argues that different business models have proliferated, both among agencies and consortia, with no single model fitting all needs. “Agencies differ in their requirements and expectations from their consortia. So do suppliers who welcome the concentrated marketing clout and commonality of focus offered by regional groups.” With l50 agency members ranging from $2 million to more than $25 million in annual sales, WESTA is an agency-owned “cooperative.” Formed in 1983 http://www.westa1.org http://www.westa1.org
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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