Travel Agent Professional January 2015 Issue 32
DNA For Success — WOW. They Know Me! By Cindy Bertram
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anuary
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By Sue Shapiro CTC, MCC Shapiro Travel Resources http://issuu.com/action/page?page=10
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DNA For Success — WOW. They Knoe Me!
http://issuu.com/action/page?page=14
By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC
http://issuu.com/action/page?page=18
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Be Creative & Earn Extra Bucks
http://issuu.com/action/page?page=20
By Paull Tickner
Showcase January 2015
Enterprise Rent-A-Car ...........................................12
Issue 32
TRAVELSAVERS .............................................14, 16
DNA For Success — WOW. They Know Me!
Ad Index
Cover art by Best Western Beverly Sunset Plaza
Amadeus .......................................15
HostTravelAgency.com ...................5
Auto Europe .................................IFC
TRAVELSAVERS.............................13
Avoya Travel/American Express.......9
Travel Experts ................................17
Britain Greatdays.............................3
Royal Caribbean Line....................BC
Travel Agent Professional
2015
Looking For a http://issuu.com/action/page?page=6 Great Hotel In LA?
TAP
64
Travel Agent Professional January 2015 Issue 32
Joel M. Abels
Legend In the Travel Industry April 1927 to January 2007
Travel Agent Professional P.O. Box 120198 Staten Island, NY 10312 E-mail: info@travelagentprofessional.com Phone: 718.360.3153 Ann M. Hoek Publisher/Creative Design ann@travelagentprofessional.com Bonnie Walling Editor Bonnie@travelagentprofessional.com Alan Cohen Vice President Marketing Alan@travelagentprofessional.com
Meet Our Editorial Board Paull Tickner, Creator of Special Interest Britain ptickner@customgb.co.uk www.customgb.co.uk Cindy Bertram, Cindy’s Inside Cruise & Travel Track, LLC cindybert@att.net Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com Les-Lee Roland Owner of The Package Deal Sherry Laskin, ACC Travel Writer/NACTA Webinar Moderator www.cruisemaven.com Sue Shapiro, President Shapiro Travel Resources sue.shapiro@gmail.com www.shapirotravelresources.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 The opinions expressed in these columns are solely those of the authors and do not necessarily reflect the views of Travel Agent Professional.
January 2015
Issue No. 8 | February 12th 2014
W
elcome to a slightly different perspective on your old friend Britain. Since 1980, I’ve been helping travel counsellors to identify, develop and convert untapped sources of new business into imaginative, high yield, customised groups, both large and small. I’m now applying this to tailor made tours for individuals and families who are flying or cruising in and out of the UK.
Over the period, I’ve gained a great deal of experience, knowledge and many grass root connections who add the bubble, fizz and pleasant surprises to each tailor made tour. Take a leisurely look at the ‘magnificent seven’ listed below and arm yourself with a pen and a piece of paper so that you can note down the contacts you’ll have for most of the niche markets mentioned. Prioritise them and then email me your thoughts on how you might like to proceed.
Paull Tickner Paull Tickner and Associates Ltd
Girls Getaways London only, London and Batthh, London and tthhe Cotswolds are three options for you to consider. For Quilters, there are programmes for tthhe tthhree major Quilt Shows in England and ttw wo more in Scotland. If Embroidery and Needlework is your niche, my Liverpool (yes Liverpool) and London tour ticks all the boxes. For lady golfers, I can also supply an interesting Cotswold-based Golf, Gardens and Antiques tour that finishes with an international match against a UK team.
Pre and Post Cruise Extensions Let’s talk about London based customised pre and post crruuise extensions that meet your clients time frame, interests and budget. For customers tthhat have been there many times before, find out where they’d really like to go before or after their crruuise and tthhen put my knowledge through its paces.
Family Travel Speed boat rides up tthhe River Thames, side trips to see tthhe making of Harry Potter, living history experiences at our historic castles and palaces, entertaining actor led tours of tthhe Theatre Royal and a performance of Mathilda, family cycle rides through the Royal Parks, a Doctor Who Experience and a ffllight on the London Eye. With tthheir accommodation included, I can customise these and other exciting interactive encounters into a memorable family trip to London.
Up an English Garden Path For Orchid, Herb, Rose and otthher specialist societies, Master Gardeners, Friends of Botanic Gardens/Arboreta and even Flower Arrangers, I can provide a FebrruuarySeptember collection of memorable, value added tours. With demand always outstripping tthhe hotel supply, now is tthhe time to be considering a 2015 Chelsea Flower Show tour (19tthh-23rd May). Travel Agent Professional
4 B y S u e S h a p i r o
Looking For a Great Hotel In LA? You couldn’t do better than the Best Western Beverly Sunset Plaza on a quiet section of the Sunset Strip. Great location, reasonable prices, delightful staff, clean, comfor table attractive rooms, delicious breakfast, free Wi-fi, onsite parking (with electric charging stations), guest laundr y, free gym. If that’s not enough, their pool is a beautiful oasis with plenty of chaise lounges and chairs. Can’t wait to stay there again on my next trip to LA. By Sue Shapiro CTC, MCC President Shapiro Travel Resources www.shapirotravelresources.com
January 2015
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6
DNA For Success —
C i n d y
People like to feel special.
B e r t r a m
Whether it’s a personalized acknowledgement, knowing something that person cares about, or hitting the right “hot button”? Today that’s really what building a successful, ongoing relationship is about. What are the best ways to do that, and create the right “DNA” to achieve that? By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC
Don’t Treat Me Like a Number — Treat Me Like a Person
Unfortunately, getting treated like you’re “just a number” is more and more prevalent in businesses today. And I just experienced that. I had a problem with my new Smart phone that’s not even 7 months old. A few business colleagues mentioned that sometimes my voice sounded muffled. I called company’s call care center, and they weren’t much help. Then I had to practically fight to get an appointment lined up at one of their retail locations. I got to the retail location for my 12 noon appointment, and had to wait 30 minutes before one of their associates came by to discuss my Smart phone problem. I could tell this associate was “on the clock” and he promptly told me that he was multi-tasking. While reviewing my phone problem he would also have to take care of others in between working with me. And it came down to more of a “we don’t replace speakers or internal problems on our smart phones, but because you have the extended warranty and your phone isn’t even a year old? We’ll replace your smart phone with a new one. “ I was also told it would take about 10 minutes. I was there for over an hour (while he was “multi-tasking”) and I really felt like I was treated like a “number.” When he was finished with me, I left the store without getting any help to also get my Bluetooth synced with my new smart phone. Will I go back to that store location again? I’m not sure. But the problem is larger than that. The way I was treated (being herded in like cattle and herded out) happens at this company’s stores across the country. I’m stuck, but believe me, if I could find another option? I would. What bothered me the most? I was treated like a number, and it really destroyed any respect I have for this particular phone company. (And they’re a big one.)
January 2015
7
WOW. They Know Me! Understand my preferences
The age of couponing is here but in new ways. Forget the days of clipping coupons from a newspaper. When you go to certain stores, they automatically print out extra coupons after you’ve made your purchases. But instead of providing those instant print coupons for a repurchase of that same product? One store I’ll occasionally frequent will instead provide me with coupons for a competitor’s product, trying to entice me to “switch over.” What happens? Those coupons get immediately discarded in the garbage cans outside that store.
Getting over the frustrations of “they don’t know me”
When I’m treated like “a number” or when businesses don’t understand my buying preferences, it gets down to the “they don’t know me.” Those are the companies that don’t build long term customer relationships and long term clients. Instead, I run from that mindset, and focus instead on my high level professionalism, understand and use successful DNA, and also make sure I care about my clients and the people I deal with day to day.
Steve Gorga, Exclusive Group Travel — Building Successful Relationships
No stranger to the travel industry, Steve Gorga, CEO of Tourism Holdings (they just launched Exclusive Group Travel earlier this year) has been at the helm of several other successful travel companies including rebuilding one. Steve Gorga was brought in as CEO by American Express to reorganize Travel Impressions in 2001, the year the travel industry took major hits. Using the down time to rebuild the business and start on a different, fresh route for growth, Steve Gorga focused on customer service, a cornerstone of the company. The result? Under Gorga’s leadership, Travel Impressions hit new record growth in 2011 and 2012. When Travel Impressions was purchased by the Apple Leisure Group in June 2013, Gorga was asked to stay on, but decided to leave. While doing consulting, he received some offers, and decided to take one — CEO of Tourism Holdings.
Steve Gorga, CEO of Tourism Holdings (continued on page 6)
Travel Agent Professional
8 Trust and Like
While speaking at different conferences, Steve provides terrific insights for travel professionals when it comes to building relationships. Speaking recently at a travel conference this fall, Steve mentioned, “ Relationships start based on a mutual basis of ‘trust” and ‘like.’ There is a saying that I have heard that people like to work with people they trust, but love to work
We’re Not Machines
with people they like. I think those two attributes are the basis of any good relationship.”
The Sale is Never Dead
Yes, we tend to get a “no” when we had expected to get a “yes” from a potential client
While flying Southwest Air lines r e c e n t ly,
and
reading
their
onboard publication, I ran across
about booking something, but Gorga shares
something that really brought this
more ideas on that. He further explains, “I truly
together. Southwest Airlines men-
believe that timing is everything. If someone is not interested in working with you now, they may be in the future. Never get discouraged. Be a great listener and agree when it is most appropriate to follow up. If you are told to get
tioned that when they star ted in 1971, they wanted to do things a bit differently. They realized peo-
back in a year. Get back in a year. And, don’t
ple are not just a number in a seat
forget to get back in a year. If in a year they ask
— they have names. They focus
you to get back in another year, get back in another year.”
Make “truly caring” part of your DNA!
Building that incredible service does play directly
o n m a k i n g p e o p l e fe e l s p e c i a l when they fly, regardless of the seat, and that people are their “most powerful fuel.”
into building ongoing genuine relationships with the clients that we, as travel professionals deal with. And Steve Gorga says it best. He notes, “Service is all about caring. To truly show that you care, you have to ‘truly care.’ You have to care enough about your customer to want to make them look good at all times and get gratification out of helping them be successful. If this is not a part of your DNA, it cannot be faked!”
And the end of the day, if a person, or business has a hear t, then they’re not just a “machine.” In our case, not being “a machine” is par t of our DNA. January 2015
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10 B y P a u l l T i c k n e r
Be Creative & Earn Extra Bucks Generating extra commission from cruise sales is a top priority and offering customised land programmes is a very good way of doing it. For many making a transatlantic crossing or flying to the UK to pick up a Southampton, Dover or Harwich sailing, London will have considerable pulling power especially among first, second and third time visitors. However, quite a few of your clients may well want to visit privately owned castles, stately homes and gardens, take private tours of great cathedrals followed by Choral Evensong, enjoy English Afternoon Tea in different locations and chat to the locals while sinking the odd pint or two of Speckled Hen, Cotleigh Barn Owl, Woodfordes Wherry or Old Dairy Blue Top. Take a look at some of these ideas which all work well in both directions - from the port to London and vice versa:
Paull Tickner has been designing and operating niche travel programmes for the UK and Ireland for over 30 years. For more information E-mail Paull at ptickner@customgb.co.uk
January 2015
11 Ah! The Cotswolds
For clients who’ve been to the UK on a number of occasions, offer them the chance to discover one of
An Essentially English Experience
A cathedral, an Artists Village, at least 2 classic pubs,
the loveliest corners of England. With a pause in
a traditional English Afternoon Tea, a privately owned
Oxford, it’s easy to get to and from LHR and the
stately home and one of Britain’s finest gardens all
journey to Southampton includes the new attraction
come together to be delivered at a gentle pace from
at Stonehenge and Salisbury Cathedral.
a base in the city of Guildford on London Heathrow’s
Oxford’s Literary Landscapes
Alice in Wonderland, Harry Potter and Inspector Morse in Oxford join forces with Sir Winston Churchill at Blenheim Palace where they’re celebrat-
doorstep.
Highways and Byways of Old England
If you want a genuine living history encounter with
ing a number of important anniversaries in 2015. Jane
Old England and you’re cruising in and out of the east
Austen’s home at Chawton and her burial place in
coast port of Harwich this 4 nighter will tick all the
Winchester Cathedral join with the treasure filled
boxes. It includes leisurely paced visits to stately
Waddesdon Manor to add something very special to
homes, stunning gardens, 2 cathedrals, pubs, tea-
this programme.
rooms, American connections and some of the prettiest villages in England. This close encounter with our
Winners Row
shared heritage ticks all the boxes.
The HHA Garden of the Year Award is sponsored by Christie’s the international auction house and has been won by some of Britain’s most beautiful gardens.
Heale
House,
Exbury,
Abbotsbury,
The Flagship of Maritime England
The great waterfront city of Portsmouth is the
Athelhampton and Forde Abbey are all within easy
base for this 4 night tour which peers through the
striking distance of Southampton. They work well as a
mists of history with a series of interesting visits to
pre or post cruise extension but can also be adapted
HMS Victory in the Historic Dockyard, the remains
to appeal to garden clubs looking for something
of the small village of Bosham and the great castle
they’ve not been offered before.
at Arundel. It also turns the pages of English litera-
Castles and Gardens in Kent
Because of the mad dash to get from London to
ture with close looks at the life and times of Jane Austen, Charles Dickens and Sir Arthur Conan Doyle.
Dover or vice versa, your clients totally miss the wonderful castles, gardens, cathedrals, stately homes,
The clever bit is putting together the jigsaw puzzle
ancient coaching inns and cosy tea rooms that lie hid-
which fits your client’s time frame, interest and bud-
den either side of the motorway. Do them a favour
get which is where I come in.
by turning the transfer into a customised 2-3 night tour and make some valuable extra commission in the process.
Travel Agent Professional
Free your imagination and earn more commission. Contact me at ptickner@customgb.co.uk
Showcase Enterprise Rent-A-Car Heads Into Baltics With Appointment of Bioline Enterprise Rent-A-Car has appointed Bioline as its fran-
Vice-president of global franchising at Enterprise Rent-A-
chise partner in the Baltic states of Estonia, Latvia and
Car, Peter Smith, said: “Customer service is Enterprise’s
Lithuania. This takes the company another step closer to
core business value. Throughout our expansion pro-
achieving its goal of being available to renters right across
gramme, we’ve focused on partnering with the best com-
Europe.
pany in each country, and with organisations that share our dedication to customer care.
Over the past eighteen months, Enterprise’s strategy has been to build a global network that delivers value, choice
“Bioline has locations in the major airports within the
and outstanding customer service to business and leisure
Baltics and an excellent reputation for service and value.
travellers. The company’s car hire network already
It’s clear that Bioline employees are committed to the
extends across all parts of Western, Northern and
business and are excited about the opportunities that this
Southern Europe with more than 1,000 branches. The
partnership will bring. This is the beginning of what we
appointment of Bioline to serve the Baltic states provides
hope will be a long-term relationship to serve customers
a vital service to the many businesses developing links to
in these important countries.”
these fast-growing economies. Bioline, Chief Operating Officer, Michael Kiselov, said: Bioline is led by a management team with extensive expe-
“Enterprise has an international reputation for providing
rience in the Baltic car rental market. The company has
the best service, as well as outstanding value for both
branches at the major airports for Tallinn, Riga and
business and leisure travellers looking to rent a vehicle.
Vilnius, which provide outstanding access to the main cen-
We are thrilled to have been selected as its newest part-
tres of business. Bioline plans to develop its network
ner and look forward to welcoming customers as the new
across the three countries.
Enterprise locations in the Baltic.
Estonia, Latvia and Lithuania have recorded steady
“The Baltic states have enjoyed very fast growth in recent
growth since joining the European Union in 2004 and
years and this has been matched by more demand for car
have some of the fastest growing economies in
hire across the region. Our transition to becoming part of
Europe.
the Enterprise brand could not be better timed.”
Following on from this agreement, a phased roll-out will
The Enterprise brand is currently available in 29
see the familiar Enterprise Rent-A-Car brand appear at
European countries with more to become operational in
Baltic locations, alongside an integration programme
the coming months. This is in addition to the companyng
designed to bring the businesses closer together both cul-
extensive network in North America and operations in
turally and operationally.
China.
January 2015
The TRAVELSAVERS Difference. ÷ Over 40 years of travel industry success ÷ Full staff of personal business consultants ÷ Unique protected territory system ÷ Excellent preferred supplier relationships ÷ Award-winning suite of marketing programs ÷ Social media tools ÷ Powerful technology solutions ÷ Proprietary cruise booking engine ÷ Website and mobile solutions ÷ Meeting and incentive resources ÷ Hotel program with rich amenities ÷ A full suite of corporate travel solutions ÷ Over 19 travel brands servicing you daily
We invite you to learn more about why our HNLUJPLZ HYL JVUÄKLU[ PU ;9(=,3:(=,9: HUK ^OH[ ^L JHU KV MVY `V\ *HSS \Z [VKH`
Travel Agent Professional
Showcase
Michele Keally Joins TRAVELSAVERS As Business Analyst TRAVELSAVERS announces the appointment of Michele Keally as Business Analyst. Effective immediately, Keally will serve as a dedicated personal business consultant to TRAVELSAVERS’ travel professionals in the Southeast United States, assisting with sales and marketing plans and providing one-on-one, day-to-day support. “It is a pleasure to welcome Michele to our team,” says Kathryn Mazza-Burney, Executive Vice President of Sales and Service. “Michele’s strong understanding of the travel agent distribution channel coupled with her experience on the supplier side of the business will make her an invaluable resource to our travel professionals.” Prior to joining TRAVELSAVERS, Michele served as Senior Director of Key and National Accounts for Regent Seven Seas Cruises, where she worked closely with dozens of agencies, successfully driving sales and developing and executing marketing plans. Previously, she served as National Account and Incentive Coordinator for Silversea Cruises and was responsible for executing marketing plans and sales tools. Michele also enjoyed a seven year tenure with Norwegian Cruise Line. She is a certified travel counselor and is based in Florida. “I am pleased to join the TRAVELSAVERS family,” says Michele Keally. “Its 44 year track record as a sales and marketing powerhouse for the agency community really speaks to its passion for helping independent travel professionals be more profitable. I am excited to be part of a company who loves this industry as much as I do.”
About TRAVELSAVERS:
Owned by American Marketing Group, Inc., TRAVELSAVERS is an international travel marketing organization with a retail chain of more than 3,000 independently owned full service travel agencies in over 30 countries that together generate more than $20 billion in annual travel sales. Headquartered in Oyster Bay, New York, TRAVELSAVERS offers a comprehensive range of products and support services to help its licensed agencies maximize sales though a select group of suppliers – and stand out as travel leaders in their local communities. The marketing company also features a unique exclusive territory system based on populations of 50,000, so agents maintain control over clients and prospective leads in their exclusive area. Travel professionals interested in learning more about joining TRAVELSAVERS can visit http://sales.travelsavers.com.
Showcase
TRAVELSAVERS Worldwide Independent Network Expands Into India TRAVELSAVERS Worldwide Independent Network (TWIN), a leading global travel management company, has expanded its presence into India with the addition of Jetways Travels. This marks TWIN’s debut in India and increases the organization’s global presence to 34 countries. “With India being such a hot market, we knew an exceptional addition like Jetways Travels was needed to complement our existing network, says Rick Mazza, President and CEO of TRAVELSAVERS Worldwide Independent Network. “Jetways Travels has a consistent track record of success in the corporate travel arena and is a leader for inbound travel to India. We look forward to a long and successful relationship with them.” With offices in Delhi, Gurgaon, Pune and Mumbai, Jetways Travels enters into its 25th year of business as one of the top five full service travel management companies in India. Services include data capture and consolidation, travel program analysis with sales, cost savings and billing reports, performance measurement and travel program management. In addition, the company offers a full MICE division with tailormade programs.
“TWIN is an ideal partner for us,” says Aadhar Budhraja, Executive Director of Jetways Travels. “With plans already underway for Jetways Travels to expand, we knew the power and support of a global organization like TWIN would help us grow even stronger. It’s an invaluable relationship for us.” TWIN (TRAVELSAVERS Worldwide Independent Network) is a global travel management company that provides endto-end travel solutions for corporate clientele of all sizes. TWIN has an in-country presence in key regions around the world including Brazil, Canada, China, Colombia, Dominican Republic, France, Germany, Greece, India, Israel, Italy, Kuwait, Lebanon, Macau, Malaysia, Mexico, Oman, Peru, Russia, Singapore, Thailand, United Arab Emirates, United Kingdom and the United States. Leading travel agencies participate as licensees in this powerful network. TWIN provides the infrastructure, technology and resources to help them find new accounts, service multi-national accounts locally, obtain foreign business from other members, take advantage of inbound business, coordinate joint RFPs – and provide business travelers with the most efficient and professional travel assistance available.
January 2015
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