Travel Agent Professional August 2011 Issue 10
Motorcycle Touring in the USA & Canada Product Summary: Motorcycle rentals, self drive and guided tours throughout the USA and Canada
Product Specifications: Largest selection of motorcycles including Harley Davidson, Honda, BMW motorcycles and Trikes Additional adventure vehicles including Vespa scooters, ATV’s, snowmobiles, jetskis (on request through our reservations department) Featuring over 100 self drive tours at over 66 major tourist destinations Guided and self drive tours are also available. Tours include all accommodations, unlimited mileage, detailed Itineraries, Maps, Sales Tax and VIP Check In Garmin Zumo GPS navigational rentals available at all locations with optional customized pre-planned routing loaded
Pricing
Product Benefits: Prices include unlimited mileage, environmental surcharges, local sales taxes and maps Fully inclusive VIP theft and damage waiver coverage included Free transfers within 7 mile radius from hotel to rental station with minimum 3 day rental Full customer orientation of the motorcycle No cancellation penalties with 31 days or later notice Rental rates based upon 24 hour rental period Minimum age 21 for rentals. Client must hold valid motorcycle license Helmets and saddlebags included with all rentals available for both driver and passenger. Cleaned and disinfected between rentals
Rentals as low as $165 per day, guided tours as low as $364 per day
www.autoeurope.com 1-800-223-5555 www.autoeurope.com
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ugust
64 66
http://issuu.com/action/page?page=6
Even Playing Field Does it Exist???
Mountains or Mole Hills By Rusty Pickett, ECC
http://issuu.com/action/page?page=12
68 12 18
Shellback Cruises
My Fair Travel Agent
By Scott Koepf http://issuu.com/action/page?page=16 Vice President of Sales Avoya Travel/America’s Vacation Center
For Cruise Sales Profitability Less Is More
By Mitchell J. Schlesinger http://issuu.com/action/page?page=18
Vice President, Sales & Marketing Voyages to Antiquity
Top 10 Tips For Choosing Your Host Agency... http://issuu.com/action/page?page=20
24
By Sherry Laskin Travel Writer/NACTA Webinar Moderator
Host Listing
http://issuu.com/action/page?page=24
Showcase
Ad Index
The Affluent Traveler Collection ........................21 Auto Europe ......................................................9 Expedia CruiseShipCenters................................25 TRAVELSAVERS.................................................13
http://www.AutoEurope.com Auto Europe................................IFC
www.sabretravelinetwork.com/tmu Sabre ...........................................19
http://www.joinavoya.com/default.cfm?ref=115 Avoya Travel/AVC.........................11
http://www.travel-xperts.com/ Travel Experts ...............................23
http://www.leisurepops.com/ Leisure Pops ...........................15,
17
http://www.myhosttravelagency.com Travel Planners Int’l........................7
http://www.royalcaribbean.com/ Royal Caribbean Line ...................BC
http://us.voyagestoantiquity.com/ Voyages to Antiquity ......................3
Travel Agent Professional
2011
By Les-Lee Roland
http://issuu.com/action/page?page=8 Owner of The Package Deal
Travel Agent Professional August 2011 Issue 10
Joel M. Abels
Legend In the Travel Industry April 1927 to January 2007
Travel Agent Professional P.O. Box 120202 Staten Island, NY 10312 E-mail: info@travelagentprofessional.com Phone: 718.227.7541 Ann M. Hoek Publisher/Creative Design Bonnie Walling Editor
Meet Our Editorial Board Mitchell J. Schlesinger Vice President, Sales & Marketing Voyages to Antiquity www.voyagestoantiquity.com Mary Brutscher Former Host Agency Owner & Travel Educational Instructor cruisefacecruises@yahoo.com Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com Les-Lee Roland Owner of The Package Deal Scott Koepf Vice President of Sales Avoya Travel/ America’s Vacation Center www.joinavoya.com/default.cfm?ref=11583 Sherry Laskin, ACC Travel Writer/NACTA Webinar Moderator www.cruisemaven.com Sue Shapiro, President Shapiro Travel Resources sue.shapiro@gmail.com www.shapirotravelresources.com
Contributions Lee Rosen, CEO Leisure Pops www.leisurepops.com This online magazine is dedicated to the memory of Joel Abels, Travel Trade's editor and publisher. Joel and his life's work may be gone, but with your help it can live on.
Travel Agent Professional has its roots in Home Based Trade, the first magazine of its kind, started by Joel Abels in 2004. Joel and Lenore Abels ran Travel Trade for nearly half a century – it was started by her grandfather, John S. Lewis, and her father, Sidney Lewis, in 1929, and they took the publication over after her grandfather’s passing. Under Joel’s direction, the company grew to be one of the travel agent industry’s leading publications, reaching more than 45,000 agents throughout North America. It spawned a famous series of trade shows and three monthly magazines – Cruise Trade, Tour Trade and Home Based Trade. The Abels also garnered enormous respect – Joel received the Neal Award, called “the Pulitzer Prize of the business press,” for his hard-hitting editorials. On a personal note, after working with Joel for over a decade and staying with him until the end, I grew to truly care for and respect the man. He was like a second father to me. Joel was old school, he stood by his word and believed in his work. There will never be another. While nobody can replace this industry legend, we’re hoping that this new publication, which reunites the original Home Based Trade editorial board, will be able to carry on his passion for travel and those who sell it.
Ann M. Hoek
May 2011
V
oyages to Antiquity combines the excitement of exploring the remarkable classical civilizations of the Mediterranean with the comfort and service of boutique-style cruising aboard the 350-guest Aegean Odyssey. From the wonders of the Roman Empire and the classical elegance of ancient Greek architecture to the monumental splendor of the Byzantines and the dazzling legacy of Norman Sicily, our aim is to bring to life the exciting and inspiring history of the Mediterranean.
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4
Even Playing Field
B y L e s - L e e
Does it Exist???
R o l a n d
Can someone explain what an even playing field is? Especially in travel! Les-Lee Roland Owner of The Package Deal
Tauck Tours makes it clear that no one
have every quarter, I got no response.
is allowed to advertise discounts or rebates. If caught
I was also told that if they chose to give away insur-
doing that, are they really removed from selling the
ance or an excursion, it still did not break any of the
product? What about Crystal Cruises?
rules, because they were not offering a discount.
How many cruise lines came out to show support
At a major trade show, a panel of honchos from
for travel agents and say that all agencies would be
the top tour operators was on stage touting how
offered product at the same rate? No one could adver-
important we travel agents are. One guy even
tise any discounted rates online or in other written
said they don’t want to deal directly with the
advertisements. Bravo, we all thought — until we
public, and they don’t condone discounting. After
turned on the computer.
all, we are entitled to our commissions for all the
In the blink of an eye, we found online companies
work we do.
offering the same rates as the cruise lines, but they
I made my way to the microphone for the ques-
added savings that were hard to compete with. They
tions from the audience. I had my iPhone on the
would throw in complimentary insurance, shipboard
Web site for a company that does not work with
credits, or even shore excursions.
travel agents, they sell directly to the public. And
When I contacted cruise lines to inquire about this,
they always offer BIG discounts, at least 10% off each
I was given a couple of reasons. The first one was
trip. Plus if you go on Google, and bring up, for exam-
that the online company had group space and was
ple, Globus or Trafalgar, this discounter’s site comes
using their amenity points. When I asked how they
up first in the search list.
were allowed group space on every sailing, and my
I made my statement that if this major tour opera-
agency was limited to the amount of groups I could
tor values OUR business, then why do they allow
August 2011
5 this online company to offer such low rates that many agents
he wanted. He wrote everything out that was quoted to
refuse to compete with?
him, cruise, taxes, insurance, AND shipboard credit. He
His answer, after a stammer and a glance to others on the
told me to book it.
panel, was that this online company is just a small part of
I called NCL and tried booking it, and was given a higher
their sales. When I asked why they allowed these discounts,
rate, and no shipboard credit. When I explained that the
that it really was not an example of an even playing field,
client was quoted a better deal, I was told no way. I asked
the answer I got was that he would look into it.
to speak to a supervisor, and he told me that the Latitude
I pressed it further, and approached him as he was com-
member could have that rate if he received an “invitation”
ing off the stage, and asked when I should be in contact with
mailer. It was sent out to a select group, and without it, the
him to get a more assertive answer. No response. And guess
cost was different.
what — no answer, ever. And the Web site is still going.
I asked to be connected with the marketing department or
Now, there are new tactics going on in the cruise indus-
corporate in order to better understand if NCL was target-
try. Princess and Cunard offer their Alliance program. Basi-
ing our clients and not allowing the travel agency to sell
cally, an agent signs up to purchase printed material to be
the promotion. After all, in this case, I brought the client
sent out to clients. The agent has the option to turn over
and his family to NCL the first time, the second time, the
their mailing list to Princess for automatic mailings, with
third time – all on my recommendation.
the agency’d info printed on it. The rate includes the postage.
I was told I would have to send an E-mail- no one to talk
Or, for a lower rate, the agent can opt to have all the printed
to about this. I did leave a voice mail, and never got a return
info sent to the agency, and be mailed out from there.
call. I admit, I never tried calling my DSM, since I process
Here’s where it gets a little sticky. Their latest promo offers up to $400 off 2012 Europe cruises for both Princess and Cunard. Sounds good so far.
orders through different offices, and some DSMs don’t contact me, since I may be out of their territory. I want to give NCL the benefit of the doubt, since they
But wait — unless the agent signs up to promote this,
really do connect with travel agents, but I cannot waste my
and pay the small amount to Princess for the mini brochure,
time fighting to get what should rightfully be ours. Some-
that agency cannot sell the promotional rate. Their agency
times, it’s just easier to move a client to another supplier.
will be exempt for using these offers. The mailers will go out
An even playing field, huh? There is a major retail travel
in late August with a sales deadline of Sept. 30. I wonder
company who promotes their preferred suppliers and if, for
if Princess then offers this program to all agents, even the
example, a cruise line is not on their list, they will still sell
ones who didn’t pay anything.
it. However, this is only after they ask the client to sign a
Is that an even playing field? Pay to advertise, and if the
disclosure form stating that this is not a preferred supplier.
gal down the street didn’t pay, her rates will be higher than
I asked the owner of one of these branch offices about it,
mine. Gee, I wonder how Polar is programmed to give me
and he said it is standard policy. The headquarters had
a lower rate than her office.
asked the supplier for a lower rate or higher profit margin,
Now, I don’t want to just pick on this fine cruise line. What about promotions that are mailed out by NCL to Latitude members (past cruisers with them)?
based on the volume, and they were turned down. Therefore, they make the client beg for it. So, my hat is off to any supplier who publicly comes out
I had a client contact me and tell me about his mailer.
and says, — “Sorry, the same rate for everyone.” They don’t
He said he first called the cruise line and selected the date,
care if it is Costco, Sam’s or Little Angie’s Travel Mart —
the ship, and even got the cabin number for the mini suite
we’re all the same.
Travel Agent Professional
6 By Pickett,
Much of the cruise panel discussion at the recently completed Vacation.com International Conference centered on direct marketing. The real question for agents is whether direct marketing and direct booking are a mountain — hard to get over — or a mole hill — a small bump in the road.
ECC
Rusty
Mountains or Mole Hills In my opinion, it is a mole hill. Whether we
Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com
like it or not, people are going to book directly with cruise lines and other suppliers. The consensus among the panel was that a small single digit percentage of cruisers are going to book direct no matter what we or the cruise lines advocate. To try and influence these people is paramount to trying to teach a pig to sing! I think we often times get wrapped around philosophy rather than reality. It is clear to me that the suppliers that clearly include travel agents in their mix truly support us even though most have a direct market sales portal.
As one senior cruise executive stated (somewhat tongue in cheek) if you don’t like a particular supplier’s sales methods and commitment to the agent force, simply don’t sell them. Have we forgotten what the agent community did to Renaissance? I am sure Frank Del Rio hasn’t! What we can do is educate, educate and educate some more. Have you noticed that more and more media publications are advocating the use of travel agents and not online direct booking engines? Our local paper printed an article by Gregory Karp of the Chicago Tribune this past weekend entitled, “Travel Agents May Be The Best Choice.” Some snippets from his article: • “Travel agents still exist, having evolved from travel bookers to travel consultants”; • “In fact, it’s possible you will pay less than booking a vacation yourself because agents might be aware of promotional offers and have access to exclusive deals“;
• “How valuable would it be if an expert could tell you to stay at hotel A but avoid hotel B, or choose the great snorkeling excursion but skip the lame biking tour? Counseling you on what to do and which services to choose, based on personal experience or that of colleagues and customers, is where a travel agent can shine”; • “A travel agent can be your advocate before, during and after your trip. If something goes wrong with a canceled flight, missed connection or something more serious, you have someone on your side who probably knows the system a little better.” Is it really worth your time to get in a huff about the $20 commission you would make on a 3-night cruise to the Bahamas booked with an entry level contemporary cruise line? Work with the suppliers that outwardly embrace travel agents even though they may have direct booking options. Let those that want to directly book do so and let the uninformed make their mistakes!
August 2011
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Travel Agent Professional
8 By
My Fair Travel Agent
Scott Koepf
I
have spent a good part of my career in travel as an educator and while I do not have a degree, I sometimes even fancy myself as a professor of retail travel. I read everything I can about our business, which is what I think professors do, and I now even have the stereotypical touch of grey in my hair. So with the pipe and the patches on the elbows of my blazer, I envision myself changing the industry through my enlightened pontifications one agent at a time.
Scott Koepf Vice President of Sales Avoya Travel/America’s Vacation Center www.JoinAvoya.com
Now, I know this is wrong on many levels, but work with me as I take on the persona of one of the most beloved yet annoying characters in musical theatre (or for those of you professors out there that consider musicals lowbrow, then reference Pygmalion). Professor Higgins, who takes the professor stereotype to the ultimate level, believes he can change a common street urchin into a proper English woman. Just like in My Fair Lady, I can easily see myself taking a struggling travel agent and turning them into a sales superstar. With a bit of liberty to the lyrics, I passionately would sing:
I’m an ordinary man Even tempered and good natured who you never hear complain Who has the milk of human kindness by the quart in every vein. But let an agent in my life and they haven’t got a chance! I will lead them, I will show them how to market and to sell and I will show the errors of their ways.
If I embodied the professor, I would believe that by sharing my experiences and knowledge in articles like this would indeed take an average travel agent and change them into sales rock stars. (continued on page 10)
August 2011
Auto Europe Offers Handicap Accessible Vehicles Auto Europe, a leader in worldwide car rental services, is now offering handicap accessible vehicles in the United Kingdom. The selection of services include single lever push pull controls for people who cannot use standard floor pedals, infrared auxiliary controls where with this device all the auxiliary controls such as indicators, wipers, horn, etc. can be controlled by the same hand that turns the steering wheel with all the controls mounted for use by the thumb. For drivers who only have the use of their left leg, vehicles are available with an accelerator fitted on the left hand side of the brake pedal. Wheelchair accessible vans are also available. These services are available in a large selection of models from a Nissan Micra to a 16-passenger minivan with choices of gas, diesel and electric engines. Standard, automatic and tiptronic transmissions are also available. For additional details and restrictions, please contact your local sales representative or visit www.autoeurope.com or
Auto Europe Launches New Agent Rewards Program for 2011 Auto Europe, a leader in European and worldwide car rental services for over 56 years, is pleased to announce a new agent rewards program for 2011, called “Auto Europe for Travel Agents”. We are improving our communication program to you with product information and rewards program. Each month look for new services and offers, and engage with us with rewarding contests and quizzes. This new program enhances our free day coupon program and guaranteed best commissions.
training on our products. Our reservation team are available 24 hours a day, 7 days a week, to assist you with reservation, provide advice on locations, car categories, insurances and rates. From our US based call center, they are also available on the phone, toll-free from Europe, to assist your customers during their car rental should they require assistance of any kind. They will also assist you with any enquiry after the rental, relating to billing, insurance related issues or indeed any issue at all.
“I am convinced that this new program will strengthen our partnership and together we can make 2011 a banner year”, states Eric Ledroux, President.
3. We pay competitive commission on absolutely all our rentals, whatever the duration, the country or the rate type. Commissions are paid shortly after the end of the rental, by check or wire transfer at your convenience.
The program is based upon four commitments to our valued travel partners: 1. Auto Europe offers you and your clients the best availability and best prices for car rental services, in Europe and in 130 countries worldwide. We have the largest selection of vehicles including specialty Prestige and Sports cars, chauffeur services, motorhome, motorbikes. Our “beat rate” offer enables us to guarantee the best prices in the market place. Many of our products carry a free GPS rental for your customers. 2. Our sales teams are available to support you. Our sales representatives are available to give you advice and
1. 800. 223. 5555 • www. autoeurope. com 39 Commercial St., P.O. Box 7006, Portland, ME 04112
4. We have extended our product offering to air tickets, hotel reservations and more products including coach and business packages. With our brand Fly International, we offer competitive products and the same attention to detail and high services. Auto Europe services over 8,000 car rental locations in over 130 countries worldwide. In addition, through their tour division, FlyInternational.com we offer scheduled airfare to Europe with over thirty carriers and service 3, 4 & 5 star worldwide hotels. For additional information contact your local sales representative or FlyInternational.com at (888) 325-5544. Visit our web site at http://www.FlyInternational.com
10 However, My Fair Lady is not the story of the professor, but the lady, Eliza Doolittle. By watching her transformation, there are two things that become abundantly clear about her changing into a proper lady. First is an honest and deep desire to change which is evident from her first song... All I want is a room somewhere, far away from the cold night air... Oh, wouldn’t it be loverly She knew there was more to life and she was willing to try and change to get there. After giving and attending hundreds of seminars I have wondered how many agents were there with the full intention of changing how they do things to become more successful. I see all the heads nod but the same agents are back next year still wondering why they are not making much money. In other words, while I appreciate that you are reading this, if you do not really want to change, then all of my professorial advice and the excellent
advice of the other writers in this publication are wasting your time. Unfortunately, the desire for change and willingness to be open is only the first step, as Eliza shows us that change is hard! You have to practice, try again, fail, try again, practice some more and simply not give up. Remember .... The rain in Spain falls mainly in the plain With the magic of theatre the representation of time jumps quickly but after many weeks of painful exercises and techniques we finally hear. . . By George, she’s got it! By George, she’s got it! The best advice, direction and ideas are all worthless unless you are open to improvement, want to change with all your heart and then willing to persevere through the pain to get to the results you deserve! Again with slight liberty to the lyrics, like Eliza you too could end up singing. . .
I could have sold all day, I could have sold all day And still have sold some more I simply used my lips and sold a thousand trips, I’ve never sold before I never knew that sales was so exciting, why all at once my sales took flight I only know when I began to sell, I could have sold, sold, sold all day!
August 2011
Reduced Affiliation Fees!
Avoya Travel has reduced its affiliation fees from $495, to NOW $195! Be a part of the most successful home-based network in the industry.
We are committed to helping independent travel agencies live a lifestyle of success and are looking for passionate experts that sell cruises, tours, and vacation packages, and who run their businesses with Integrity and ProfessionalismTM.
• Offered 24/7, Live Leads™ enable travel professionals to focus on selling to new and repeat customers, earning top tier commissions, and living a lifestyle of success.
• Live Leads are sent via the phone, Internet, and now text message to only one Independent Affiliate per lead based on their expertise and performance.
• Choose what you want your agency to sell, specialize in what you’re good at selling, and have the freedom to focus on your clients – we’ll take care of the rest.
Ready to Grow Your Travel Business?
888-426-6184 www.JoinAvoya.com CST# 2016664-10 | Fla. Seller of Travel Ref. No ST36781
12
For Cruise Sales Profitability
By
Less Is More
Mitchell J. Schlesinger
The
evolution of the modern day cruise industry pre-
sents travel agents with unprecedented opportunities to be more profitable than ever. I’m sure plenty of you chuckled and said; “Really?” Economic downturn, high unemployment, low prices throughout mainstream product sectors, NCFs significantly impacting commissions in low priced trades….and there are more opportunities to make money?? Mitchell J. Schlesinger Vice President, Sales & Marketing Voyages to Antiquity m.schlesinger@voyagestoantiquity.com
YES
, based on some very important factors:
In short…
1. 2. 3.
The segment of the consumer target market who were impacted by the stock market drop to 6,500 are now the same group who are benefiting from the climb back over 10,000. Critically, the generation that fueled the early growth of the cruise industry in 1970s & 80s are now virtually all in the 55-75 age bracket. It is forecasted that by the year 2020, 33% of the US population will be over 60 years old. (continued on page 14)
August 2011
Showcase
TWIN Global Travel
Management Company Plants a Flag in Colombia heritage travelers in the U.S. and Canada. Amadeus offers solutions package tailored to the unique needs of North American ethnic travel agencies The TWIN (TRAVELSAVERS Worldwide Independent Network) global travel management company announced today that it has planted a flag in Colombia with the signing of Viajes Calitour as a new agency in its network. Established 30 years ago, Viajes Calitour is a leader in its marketplace with 15 offices throughout the country and an annual sales turnover of over $200 million USD. The agency specializes in corporate travel, meetings, incentives, conventions and tourism services. It is the main travel management company for government institutions and official dependencies in Colombia. In recent years, Viajes Calitour has been expanding into the leisure segment to offer vacation plans to their corporate accounts and their employees. They have claimed a lucrative travel niche market by booking golf trips in the Colombian cities of: Bogotá, Cali, Medellin, Armenia, Manizales, Cartagena, Barranquilla, Villavicencio, Santa Marta, Cucuta, Bucaramanga, Pereira, and Ibague. The agency has also been authorized by FIFA to be a travel seller (including selling tickets to the game) for the
2014 World Cup to be held in Brazil; Viajes Calitour is an authorized distributor in Colombia, Peru, Ecuador and Bolivia. When asked why they joined the TWIN travel management company, General Manager Ligia Escobar Ospina said: “We wanted to expand our portfolio and offer more travel products to our clients through the TWIN affiliates. We will also be able to improve our participation in local and international RFPs by adding this global presence to our services. The economy and travel
are in full recovery in our local market, and Calitour is not missing the opportunity.” Rick Mazza, President & CEO of TRAVELSAVERS and TWIN, commented: “We welcome Ligia and her team at Viajes Calitour to our global organization. The South American travel market is going strong and this firmly established agency further deepens our presence there. TWIN, in turn, gives them opportunities to collaborate with an expanded network of colleagues abroad for their in-country support and to share in new business initiatives.”
TRAVELSAVERS Canada has signed on the following new preferred suppliers: Anderson Vacations is a leading wholesaler and tour operator offering FIT and fully escorted tours to the South Pacific, Australia, New Zealand, the U.S. and Canada. The company customizes journeys for all types of budgets, and provides a full-service groups and air department. Rocky Mountaineer offers vacation packages to the most unique regions of Canada, including the world-acclaimed Rocky Mountaineer two-day, all daylight rail journey between Canada’s West and the Canadian Rockies. From mid-April to mid-October, there are more than 70 vacation packages available ranging from two to sixteen days. One of the industry’s premiere safari operators, African Travel has been providing travelers with customized safaris for the past 34 years. Their luxury collection itineraries highlight food and wine, golf, spa, family activities, anniversaries and honeymoons, art, history and culture.
To find out more about how to become part of the TWIN global network, independent travel agencies can visit www.twintravelmanagement.com, email twinsales@travelsavers.com, or call 516-624-0500 x5080.
Travel Agent Professional
14 So here is why less is more? For the past 20+ years we have espoused the notion that clients, like annuities, that pay dividends as they age:
• • • • •
Their interests (psychographics) change dramatically and many seek experiences that are personally fulfilling, enriching and educational; Baby boomers, now in their 60s, have more disposable income, more time, travel longer and are spending more on travel across the globe; This is the client base and travel opportunity that yields dramatically higher and profitable commissions; This growing traveler base, has spurred the growth in small ship, up close and personal travel experiences over the past 15 years; And for travel agents reading this, you ALL have clients like this in your databases - but are you taking advantage of this important group?
Since 2000,
we have seen the dramatic growth of the river cruise market. With the arrival of impending new ships, the small- and medium-sized-ship premium-ultra luxury cruise segments will double in size. Big cruise brands like Princess and Holland America recognized this trend, adding 600-700 passenger ships to cater to this market. We were at the forefront of this trend in 1994 at Orient Lines, as one of the industry’s preeminent destination companies, designing itineraries to all seven continents. That is what led to our introduction of Voyages to Antiquity, offering 14-day
“Cruises to Classical Civilizations” in the Mediterranean, Adriatic, Aegean and Red Seas. Even as a new brand, we are having immeasurable success, working with travel partners across the country to attract a more mature, experienced travel audience. They are clearly enticed by the combination of unique destination-intensive itineraries, extensive onboard guest lecture programs and a culinary approach that further enhances the destination experience with regional foods and wines. And, like luxury brands, offering included shore excursions, gratuities, wine at dinner and air add-ons from no cost through $199 provides extraordinary value. (continued on page 16)
August 2011
Leisure Pops: A New Application from an Old Friend Lee Rosen President, Leisure Pops
What is Leisure Pops?
L
eisure Pops is a point-of-
sale, merchandizing software application that runs on an agent’s desktop and helps travel agents to sell more preferred suppliers, more add-on products and more upgrades. Leisure Pops runs in the background on an Agent's
The Power of Pops
• Sell more preferred suppliers. • Sell more add-on products. • Earn more commissions. • Better service your clients.
desktop and then “Pops” or reminds an agent via a pop up message of opportunities to better serve their client — as well as make more commissions. For more information go to www.leisurepops.com
16 Most importantly,
selling products like Voyages to Antiquity
and other small/medium-sized ship companies and specialty product brands, provides two significant opportunities:
• •
Sales per stateroom yield commissions anywhere from $800 to $15,000, depending on the brand and itinerary and category purchased. I know a retailer who basically does an entire year’s business during January-April, selling 20-40 guests on full world cruises. These clients will review the information you send them and make a decision to purchase based on their perceived value of the experience and price. Compared to the shopaholic customers in the mainstream sector, these guests don’t call you to see if they can save $50 off of a trip costing $6,000 per person.
This is a wonderful way to supplement your overall business and enhance profitability. Selling mainstream travel products is relatively inevitable, as it dominates the cruise industry product landscape. However, proactively focusing (as the agent I mention above does) your marketing efforts on the more mature travel market can help you be less reliant on lower commission programs. Virtually all of you have clients in your database who fit these demographic and psychographic profiles. It is up to YOU to take advantage of this significant commission opportunity. Presuming your more mature clients are following the philosophy of “enjoy life, and spend now instead of leaving it for others to inherit,“ it’s your responsibility to make sure that they are purchasing travel from you — because if you don’t, I promise, they absolutely will from someone else!
August 2011
18
Reprinted from 2011/12 Co-Op/Host Sales Guide
B y S h e r r y
Top 10 Tips B y
L a s k i n
For Choosing Your Host Agency... S h e r r y
Last month, as our nation was
celebrating its independence, I was on the verge of losing mine. I’m
Twenty years ago and for only $10, my travel agency was born. I joined CLIA to book cruises and the rest is history. Because of an early online presence, I became a national account with three cruise lines. I was up to my elbows in accounting paperwork, unfulfilled
A C C
referring to my travel agency independence.
L a s k i n ,
The irony of it all.
Sherry Laskin Travel Writer/NACTA Webinar Moderator www.cruisemaven.com
marketing plans, handwritten or DIY Excel CRM creations and a client call-back list that kept growing.
Then I heard about host agencies. About twelve years ago, in a quest for simplicity, I began investigating the host agency concept and its players. Giving up my agency independence was not easy. Calculating the out-of-pocket expense of starting my business in Michigan 1992 and moving it to regulation-overload Florida in 2000, fueled the fire. Fast forward and several host agency experiences later, I’ve tried most of them, including the ones that offer a franchise opportunity. While all of them have been a good experience for me, they all vary in their offerings. Last month, once again I decided to give up my agency independence for good and choose another host agency. But this time, the search was exhaustive, difficult and slow. (continued on page 18)
August 2011
20 Here are my Ten Tips that I’ve compiled to help you select a host agency.
1.
COST: Compare startup costs, monthly fees, ticket service charges, set-up fees for a tem-
SUPPORT: Now that you have all of the shiny new software and stacks of manuals
plate Web site with a consumer booking
and lesson plans, what happens when it just
engine, mailing costs, fees for not making a
doesn’t work as it should? Is it virtual or actu-
quota and any other miscellaneous “hidden”
al support? (Who ya gonna call…Host
fees. They can quickly add up and cut into your profit. Ask, ask and ask again. The sales
2.
4.
person who wants you to join may “forget” to mention one or two.
5.
Busters? Sorry, couldn’t resist.) COMMISSION: How often does the host pay – and how long after they’ve received YOUR money from the supplier do they
TRAINING: What type of training is
part with it? I had one local host who sat on
included with your membership - mandatory
my $4,000 commission check over seven
classes at their headquarters, elective classes,
weeks after they had received it. Will it be
printed manuals, virtual self-taught or manda-
direct deposit or do they mail you a check?
tory virtual classes? What expenses/fees are
3.
involved - hotel, meals, transportation
What happens to your TCs and bonus commission? With
to/from your home to the host’s office?
most host agencies, if you don’t use it (TCs, marketing funds
Consider the time factor as well as cost –
etc.) then it’s considered commissionable revenue and you
how soon can you start booking your clients
have to split it with your host.
vs. how much time to learn a new system? Most important, what commission percentage are you comTECHNOLOGY: Will you have access to
fortable with receiving? The range goes from 60% - 100%
a CRM software/platform and what is the
commission split. You need to ask yourself if going with a low
monthly fee? If you need a GDS, do they
percentage is worth the amount of time that you might save
allow you access and at what cost? Will you
because the host will do all of your back office accounting
need new or a different computer (Mac or
and client reminders for you. If all you will have to do is sell,
PC) and equipment? What about a toll-free
sell, sell and enter the client info and booking one time, then
phone number? Think about the ease of
that could be something to consider.
learning their proprietary software and any redundancy when entering client informa-
How much are you willing to pay a host in monthly fees to
tion. Learning curve vs. efficiency translates
be at their top tier of commissions? It can range from $40 per
to: Time is money.
month to $199 per month to be at 100%. (continued on page 22)
August 2011
Showcase High-Profile Luxury Hoteliers Sign Marketing Agreements with The Affluent Traveler Collection Program Expands Agents’ Luxury Repertoire, Helps Them Serve Discerning Market Segment The Affluent Traveler Collection, the industry’s most exclusive marketing group for luxury travel advisors, today announced that it has signed marketing agreements with several high-profile hoteliers around the globe. Joining the group’s elite preferred supplier partner roster are: Hotel Le Crillon, The Cosmopolitan, Ritz-Carlton Central Park, Ritz-Carlton Battery Park, The Setai, Vail Mountain Lodge & Spa, Rayavadee, Elounda Mare Hotel, The Breakers, Taj Boston, El Conquistador Resort, Grand Cayman Beach Suites, Nisbet Plantation Beach Club, The Reefs Hotel & Club, and The Sacher. “We welcome each of these world-class hoteliers to our organization,” said Thomas A. Hayden, CTC, Senior Vice President of Global Luxury Sales for The Affluent Traveler Collection. “They are all leaders in upscale travel and provide the types of memorable and personalized experiences that sophisticated travelers expect. Our Affluent Traveler Collection agencies will have full confidence in recommending their products to their luxury-focused clientele.” Exclusive promotions and marketing initiatives have been negotiated with these hand-picked hoteliers on behalf of the luxury travel advisors who belong to The Affluent Traveler Collection. Giuseppe Di Palma, Director of Leisure Sales North America for Concorde Hotels & Resorts (which manages Hotel Le Crillon among its superior luxury properties) commented: “Concorde Hotels & Resorts is very excited about our new partnership with The Affluent Traveler Collection. As one of the world’s leading international hotel brands, this alliance is a perfect match due to the global reach of TATC’s agency members. Also, with the new focus that The Affluent Traveler magazine is placing on ‘haute cuisine,’ we hope to attract fine dining enthusiasts who use this magazine as a guide to luxury travel. The consumer element of a high-end publication is a tool that we look forward to achieving results from using a distribution channel we never found before.”
Travel Agent Professional
The Affluent Traveler Collection (owned by American Marketing Group, Inc.) is an elite marketing company targeting the global, upscale luxury market that includes: 1) an exclusive marketing network for luxury travel advisors; 2) an acclaimed consumer travel magazine called The Affluent Traveler that showcases world-class luxury travel experiences and is available at major bookstores, on newsstands and in select airport lounges in 14 countries; and 3) an enriched amenities program that encourages customer loyalty. The Affluent Traveler Collection provides its travel agency members with a range of services from buying power and marketing expertise to technology and training opportunities. The organization’s select luxury travel suppliers benefit from exposure to a new chain of highly trained sales representatives in key regions around the globe. For more information about The Affluent Traveler Collection, agencies and suppliers can visit www.theaffluenttraveler.com, email info@theaffluenttraveler.com, or call 877-645-6351.
22
6.
MARKETING: Some host agencies are so big that they are their OWN consortiums. Others belong to
9.
SIZE: Will you be one of 4,000 or 400 agency members? Does it matter to you?
Vacation.com, Signature, Virtuoso,
7.
NEST and Ensemble. Find out the
Remember that just because a host has thousands of mem-
quantity, variety and quality of their
bers, it doesn’t mean they are all active members. If you suc-
blocked group space and client value-
ceed and thrive, chances are when you call the home office for
added amenities.
support, they will know who you are.
LEADS PROGRAMS: Several hosts have some kind of leads marketing systems offering a commission split from
Happy Host-Hunting!
30% to 50%, while others have leads
10.
EXCLUSIVITY: Does the host require you to be exclusive or can you
programs that are a pay-per-lead con-
have two hosts? For example, one host
cept. Some host agencies offer their
agency for luxury clients and one that
leads program to only “x” amount of
you use for your mass market clients?
agents so that the agents in the program
Something to consider if you have most-
have a steady stream of prospects. If this
ly luxury cruise and tour clients. Certain
is the case with your intended host, ask
consortiums negotiate with their luxury
how you can get involved. If you want a
suppliers to add extensive amenities that
host agency with a leads program, ask if
you can’t match anywhere else.
there is an agency hierarchy which
8.
determines who receives the “best”
If you have gotten this far with my article, chances are you are
leads. If so, learn what you need to do
serious about finding the right host agency. Weigh all of my
to move up the ladder to their luxury
points carefully; use them as an interview tool when you speak
or big ticket leads.
with the business development manager at the host agencies. Be sure to ask about any signup specials or discounts.
SALES REPS: Be prepared to explain to your favorite sales rep that you will no
Making the decision to check your independence at the door
longer be in their territory because you
can be very empowering. As my friend Joan said to me,
have a new host in a different part of the
“You’ve already proved you can go it alone. Why not let
country. What you give up in conve-
someone else do some of the work that you don’t like or have
nience you make up for in being part of
the time to do?”
a larger entity and maybe a national accounts agency. It might be a bit more
No matter how you look at this, you are making an investment
difficult to get your former sales rep to
of your money, your time and your future. Never fear, nothing
stage a cruise night for you as they won’t
is written in stone. If six months or even three years down the
directly be reaping the benefits from any
road you aren’t happy with your host, move on. Find the best
sales. It’s always worth asking.
host for yourself and your business.
August 2011
24
Selected Host Agencies
H o s t
Amadeus North America, Inc.
Corporate Site:
9250 NW 36th Street
www.ctptravelservices.com
Miami, Florida 33178
Leisure site:
(888) AMADEUS
www.rennerttravel.com
E-mail: salesinquiries@amadeus.com
L i s t i n g
www.amadeus.com
Corporate Travel/The Travel Center
Amadeus North America’s Canadian
West Coast:
14 Duncan Street, Suite 301
1102 N. Brand Blvd. #50
Toronto, Ontario, Canada
Glendale, CA 91202
M5H 3G8
(818) 241-6746 • Fax: (201) 994-0652
(888) 611-5554
East Coast: 5 Jefferson Place
AuthorizedAgents 30230 Rancho Viejo Rd., Suite 110 San Juan Capistrano, CA 92675 (800) 684-3260 E-mail: info@authorizedagents.com www.AuthorizedAgents.com Avoya Travel/American Express 5201 Blue Lagoon Drive, Suite 900 Miami, FL 33126
Moonachie, NJ 07074 (800) 870-9345 • Fax: (201) 994-0652 E-mail: travelcenter@juno.com www.thetravelcenterusa.com CruiseBrothers.com 950 Wellington Ave Cranston, RI 02910
Design Travel Inc. 2168 Lake Shore Circle Arlington Heights, IL 60004 Satellite Location: Sheraton Chicago Northwest Hotel (847) 577 7930 • Fax: (847) 577 7917 E-mail: travel@dtmgi.com www.dtmgi.com
2151 LeJeune Road Ste. 300 Coral Gables, FL 33134 (866) 703-5244 E-mail: info@luxurytravelnetwork.com www.luxurytravelnetwork.com
U.S. /Canada: (888) 447 8459
(800) 827-7779 x 721
Montrose Travel
International: 001-760-305-5070
E-mail: steve@cruisebrothers.com
E-mail: Contact@JoinAvoya.com
www.cruisebrothers.com
2349 Honolulu Ave. Montrose, CA 91020 (800) MONTROSE • (818) 553-3200 Fax: (626) 294-9109 E-mail: andi@montrosetravel.com Home Based Agent Program
www.JoinAvoya.com
Cruises-N-More 610 Crescent Executive Court,
Travel Planners International
2500 Maitland Center Parkway, Incentive Connection Travel Suite 230 13029 North Cave Creek Road Maitland, FL 32751-4174 Phoenix, AZ 85022 (800) 730-6392 • (321) 422-7738 (602) 867-9606 • Fax: (602) 867-9216 E-mail: sales@tpionline.com E-mail: harvey@ictravel.com www.TravelAgentFromHome.com www.ictravel.com Travel Quest Luxury Travel Network 6597 Laketowne Place, Ste. A
(401) 941-3999 x 721
www.AvoyaTravel.com
Stevens Travel Management 119 West 40th Street, 14th Floor New York, NY 10018 (800) 275-7400 • Fax: (212) 696-0591 E-mail: hostagency@stevenstravel.com www.stevenstravel.com
Albertville, MN 55301 (800) 392-6484 • Fax: (815) 572-0113 E-mail: bonnie@travelquestonline.com www.tqagents.com Trip Professionals 400 N.Commerce Parkway, Suite 105 Weston, FL 33326 (877) TRIP-PRO • (954) 714-3260 Fax: (954) 733-5424 E-mail: info@rrtrippro.com www.tripprofessionals.com
Brentwood Travel Service
Suite 220
UNIGLOBE
1022 Executive Parkway
Lake Mary, FL 32746
1199 West Pender Street, Suite 900 Vancouver, BC, V6E 2R1 CANADA (604) 718-2600 E-mail: info@uniglobetravel.com www.uniglobetravel.com
St. Louis, MO 63141 (800) 527-1059 • Fax: (314) 439-5757 E-mail: sturner@brentwoodtravel.com www.brentwoodtravel.com Coral Sands Travel "America's Host Agency" 1165 Riverbend Drive LaBelle, FL 33935 (866) 481-4678 • Fax: (407) 479-3461 E-mail: host@coralsandstravel.com
www.join.mtravel.com Company Web site (407) 771-4454 • Fax: (407) 771-00077 www.MontroseTravel.com (800) 733-2048 E-mail: info@cruises-n-more.com www.cruises-n-more.com Cruise Planners 3300 University Drive, Suite 602 Coral Springs, FL 33065 (888) 582-2150 • Fax: (954) 344-0875
OASIS
E-mail: franchising@cruiseplanners.com
4800 Federal Hwy Boca Raton, FL 33431 800-613-8380 PH 561-393-7622 Fax E-mail: kelly@oasisagent.com www.OASISAgent.com
www.betterthanahost.com
www.coralsandstravel.com CruiseShipCenters Int'l Inc./ Corporate Travel Planners &
Nexion® 6225 N. State Hwy 161, Suite 450 Irving, TX 75038 (800) 747-6813 E-mail: sales@nexion.com www.nexion.com
Just Cruises & Vacations
Rennert Travel
400-1055 West Hastings St.
(An American Express Affiliate)
Vancouver, BC V6E 2E9 Canada
OutsideAgents.com
8030 Phillips Highway, Suite 13 (604) 685-1221 • Fax: (604) 685-1245 Jacksonville, FL 32256 (866) 822-1000 San Antonio, TX 78213 (904) 739-2224 • (866) 208-5604 E-mail: careers@cruiseship.com ( 830) 964-2464 E-mail: chad@outsideagents.com E-mail: pketchum@ctptravelservices.com www.cruiseshipcenters.com www.outsideagents.com 1919 NW Loop 410; Suite 200:
Wyllys Professional Travel 132 Aragon Ave. Coral Gables, Fl 33134 (305) 442-2008 • (800) 3WYLLYS Fax: (305) 441-0945 E-mail: wyllyst@wyllys.webmail.com www.wyllystravel.com YourNameTravel.com (ToGoAway Travel Network) 825 West Jackson Plaza Morton, IL 61550 (800) 207-8383 • (309) 266-8000 Fax: (309) 266-8384 E-mail: mail@togoaway.com www.YourNameTravel.com
August 2011
Showcase
Good Things Growing for Cruise Specialists New Locations Planted From Coast to Coast A fresh crop of Expedia CruiseShipCenters' Franchise Partners and Cruise Sales Managers are blossoming after attending our recent Cruise Management Academy. Preparations are well underway to open new retail locations in Brenham, Texas; Fort Nelson, British Columbia and Toronto, Ontario as recent graduates tend to their teams of Cruise Consultants and begin planting the seeds for success. We've put a lot of care into creating the right soil to grow a travel business – and it shows. Even in cooler climates, Expedia CruiseShipCenters agents continue to thrive.
Upcoming Webinars Tuesday, August 9th 12 pm EDT 9 am PDT 2 pm EDT 11 am PDT 7 pm EDT 4 pm PDT Thursday, August 11th 12 pm EDT9 am PDT 2 pm EDT 11 am PDT 7 pm EDT 4 pm PDT Saturday, August 13th 1 pm EDT 10 am PDT
So far in 2011, we have: To request a personal presentation, • Added 650 new independent agents, bringing call us toll free at 1-888-316-1333 the total to over 3,300 across North America or e-mail • Opened 14 new franchise locations from coast pheathfield@cruiseshipcenters.com. to coast • Booked a record-breaking 6,500 guests on Princess Cruises during our annual 1 Day Sale • Been called King of the Brands by Agent@Home Magazine • Received Norwegian Cruise Line's Franchise Agency of the Year award No doubt, these incredible results can be attributed to our innovative Customers for Life™ approach which includes just the right amount of sunshine to attract new customers and ongoing TLC to help our agents produce perennial business. Find out how you can grow your business with Expedia CruiseShipCenters, at one of our upcoming webinars! I look forward to speaking with you soon and showing you why we've got the greenest thumb in the industry. Warm regards, Pat Heathfield Expedia CruiseShipCenters
Travel Agent Professional
Expedia CruiseShipCenters, Just Cruises 43277 Garfield Rd, Clinton Township, MI 48038 Phone: 586-840-7447/800-837-4477 Email: justcruises@cruiseshipcenters.com • www.cruiseshipcenters.com/JustCruisesHB
JUST IN CASE YOU NEED MORE GOOD REASONS
TO RECOMMEND US TO
YOUR CLIENTS. #
1
BEST CRUISE LINE OVERALL for eight consecutive years Travel Weekly 2010 Readers’ Choice Awards
#
1
BEST CRUISE LINE for seven consecutive years Canadian Travel Press 2010 Agent’s Choice Award
#
1
BEST CRUISE SHIPS OF 2011: ALLURE OF THE SEAS® Frommers Best Ships 2011
#
1
BEST FOR FAMILIES Cruise Critic 2010 Editors’ Picks Awards Winner
#
1
BEST NEW SHIP: OASIS OF THE SEAS® Cruise Critic 2010 Editors’ Picks Awards Winner
How did we arrive here? By consistently pushing the limits of what’s possible at sea to deliver the vacation of a lifetime. We call this commitment the Royal Advantage – our drive to provide the best, most innovative ships, features, destinations and personalized service to our guests. So when a client wants to know why you’re recommending Royal Caribbean, you’ll never be at a loss for words. To learn more, visit www.CruisingPower.com/MoreSuccess g y y g or www.RoyalCaribbean.com/RoyalAdvantage ©2011 Royal Caribbean Cruises Ltd. Ships registry: The Bahamas. 11023664 • 4/28/2011