Travel Agent Professional May 2018 by Travel Agent Professional

Travel Agent Professional May 2018 Issue 59

Don’t Be the Best Kept Secret – Be Visible! By Cindy Bertram

Turn The Royal Wedding To Your Advantage By Paull Tickner

Paull Tickner & Associates Ltd.

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Employ Aspirational Psychology to Increase Upscale Cruise Sales & Commissions By Mitchell J. Schlesinger

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Don’t Be the Best Kept Secret – Be Visible! By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC

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Travel Agent Professional May 2018 Issue 59

Travel Agent Professional Staten Island, NY 10312 E-mail: Ann@travelagentprofessional.com Phone: 718.360.3153

Joel M. Abels

Legend In the Travel Industry April 1927 to January 2007

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 Mitchell J. Schlesinger President, MJS Consultants mjschlesinger@bellsouth.net Les-Lee Roland Owner of The Package Deal Sue Shapiro, President Shapiro Travel Resources sue.shapiro@gmail.com www.shapirotravelresources.com Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com Sherry Laskin, ACC Travel Writer/NACTA Webinar Moderator www.cruisemaven.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.

May 2018

4 P a u l l T i c k n e r

With Prince Harry and Meghan dominating the headlines, my first two suggestions will appeal to many anglophile clients heading across the pond this year, and in 2019. If you like customising UK tours and pre/post cruise extensions for independent travellers and small groups, what follows will fire your imagination.

Worship in the Royal Wedding Venue Last year one of my customized small group tours arrived on a Sunday morning. Since they were all churchgoers they said yes to my suggestion of a visit to the service of Matins in St George’s Chapel, the burial place of 10 monarchs and one of the most beautiful ecclesiastical buildings in England. It’s where Prince Harry and Meghan are being

By Paull Tickner Paull Tickner & Associates Ltd.

married and it makes a great Sunday start to any tour of Britain.

Paull Tickner, owner of U.K.-based Custom GB, is renowned for his expertise in creating and operating imaginative, value-added tours of Great Britain and Ireland. Visit his website at www.customgb.co.uk and E-mail him at ptickner@customgb.co.uk

May 2018

5 Changing the Guard It’s one of the highlights of any visit Windsor visit. Subject to the weather, a band usually accompanies the guards and you can watch them as they march up the High Street and into the Castle. To see the actual 11 a.m. changing of the guard ceremony, you need to pay to go into the castle, since it takes place outside the Guardroom in the Lower Ward.

An Epic Tale on an Epic Scale Kynren (www.kynren.com), the UK’s ‘must see’ spectacular live outdoor show takes place in County Durham in England’s north east. In just 90 minutes, this world-class performance takes you on a breath-taking time travel adventure through 2,000 years of history, myth and legend. Set against the magnificent backdrop of Auckland Castle, it’s delivered by a 1,000-strong cast and some awesome pyrotechnics and special effects. There will be 15 performances between 30th June and 15thSeptember.

The Illumination Festival of Flowers The Winchester Cathedral Illumination Flower Festival (http://www.winchester-cathedral.org.uk/events/flowerfestival-2018/) takes place between 5th – 9th September with an exuberant array of flower arrangements inspired by the striking and floral displays evoking the Winchester Bible’s exquisitely illuminated initials and decorative schemes. Add the RHS Garden Show at Wisley and a Dahlia Day at Pashley Manor4th-9th September for an unforgettable late summer stately homes and cathedrals tour.

Internationally Renowned Landscape Garden Reopens Garden tour planners will be thrilled to learn that the great woodland garden at Leonardslee (www.leonardsleegardens.co.uk) will reopen in July. Set in a tranquil valley, a series of seven lakes reflect the spectacular colourful display of rhododendrons, azaleas, camellias and Magnolias that surround them. Keeping the grass mown, ecofriendly wallabies whose ancestors have been here since 1889.

Travel Agent Professional

Celebrating Their 125th Anniversary

Jane Austen Festival

Botanical heritage and stunning landscapes at the privately

watching Masterpiece Theatre productions of Jane

owned,

Garden

Austen’s novels, start planning a tour to the popular Jane

(http://www.bordehill.co.uk/) provide the foundations for

Austen Festival (www.janeaustenfestivalbath.co.uk/),

a perfect visit for horticultural enthusiasts and those who

which returns to Bath from Friday 14th–Sunday

love beautiful countryside. The outdoor garden rooms

23rd September 2018. This year’s Festival will celebrate

include the delightful Azalea Ring and Rhododendron

her novel Persuasion — much of which is set in the city

Gardens, the Rose Gardens and scenic Italian Garden and

— 200 years after its publication.

award

winning Borde

As you and your clients have spent Sunday evenings Hill

they are all best seen, understood and enjoyed with a Head Gardener led tour.

A Must for The Lord of the Rings Fans

York Mystery Plays Being staged on pageant wagons in the city’s streets, the York Mystery Plays (www.yorkmysteryplays.co.uk/) are a significant cultural treasure. Beyond their religious impor-

Between 1st June – 28th October, the University of

tance, they represent the values of community and togeth-

Oxford’s Bodleian Libraries will stage the Tolkien: Maker

erness as they draw on the talents of local people gladly

of Middle-earth (tolkien.bodleian.ox.ac.uk). It will explore

giving their time to present these iconic plays. In 2018 for

the full breadth of Tolkien’s unique literary imagination,

the first time an additional torch-lit evening performance

from his creation of Middle Earth, the imagined world

will be held

where “The Lord of the Rings,” “The Hobbit” are set, to his life and work as an artist, poet, medievalist and scholar of languages.

May 2018

The Ancient Art of Wells Dressing Throughout the spring/summer Peak District/Derbyshire villages come alive with this ancient tradition of creating magnificent floral displays (www.youtube.com/watch?v=_iFZ2b5CDak) which give thanks for the supply of pure water. Huge wooden frames containing a bed of moist clay are decorated with intricate pictures using petals, seeds, bark and other natural products. Many villages have several of them on display during their annual well dressing week. Paull Tickner, owner of U.K.-based Custom GB, is known for his expertise in creating and operating imaginative, value-added tours of Great Britain and Ireland. Visit his website at www.customgb.co.uk or email him at ptickner@customgb.co.uk.

Travel Agent Professional

8 M i t c h e l l J . S c h l e s i n g e r

Pardon the pun, but what is “driving” (couldn’t resist) this trend?

•

Three things primarily:

By Mitchell J. Schlesinger Chief Marketing & Sales Officer, MJS Consultants, mjschlesinger@bellsouth.net

relation to selling cruises. According to data provided by Edmunds in a 2016

category than to outlay large amounts of cash for down payments plus 3-5 years of payments. This is particularly attractive for consumers “ASPIRING” to drive an upscale car that retails for anywhere from $40-$100,000. And for luxury auto makers, they can entice higher levels of leas-

There is a ver y interesting trend in the car industr y that has a direct cor-

It is clearly much more affordable to lease a car of any

ing by offering more attractive lease rates, during holiday

•

sales or to off load current model year inventory prior to new models arriving. Another key trend is TECHNOLOGY. By leasing a car, consumers get to experience the newest technological advancements and conveniences for both safety and entertainment during a 27-48, month lease and when complete, shop for a new car with the next generation of

Lease Market Repor t, overall, approxi-

technological advances. Shopping for a car has become similar to the way consumers shop for cell phones or an

mately 31% of all car transactions are LEASES. Even more interesting is that

IPad/Surface Pro computer. The trends above are critical for attracting Millennials. Leasing by this critical demographic group has increased 50% from 21%

for LUXURY cars, that figure ranges

in 2011 to 33% in 2016. Further, they represent the highest share of leases from households with income of $50,000 or less.

from 46-63%, depending on the manu-

The combination of affordable monthly payments for an upscale car with an array of very modern technology is extremely entic-

facturer.

ing to this group

May 2018

9 If this trend in the automobile industry sounds familiar it should, because, there is a direct connection to marketing

•

and selling cruises: Originally ultra-luxury 6-star cruise ships were 200-500 guests. Now, employing the same financial model logic employed by the mega-ship brands, ultra-luxury ships are 500-900 guests. New larger ships from brands Silver Seas, Seabourn, Regent are similar in size to the 700-1200 guest ships of “Deluxe” brands including Oceania, Viking Ocean and Azamara. The larger ships provide more dining options, bigger spas, more expansive entertainment venues, bars, lounges, etc. And at scaled pricing, it provides ASPIRATIONAL consumers with an array of options to choose from brands, ships and destination experiences.

•

Further, several of these trusted brands have branched into the expedition, river and yacht cruise markets, providing even more ASPIRATIONAL destination experiences.

But this is not limited to Deluxe, 5 & 6-star brands. There are ASPIRATIONAL opportunities on newer premium and mainstream category ships. Newer ships from multiple brands feature special suite accommodations with private deck space, concierge services, specialty dining and more. This “MASSCLUSIVITY” enables guests to experience the myriad of dining options, Broadway-scale entertainment, expansive casino, shopping and spa offerings, and numerous other guest services offered on mega-sized ships while enjoying the privacy of their upscale accommodations. It also enables the cruise lines to market these ships across a

•• • • •

wide spectrum of demographic customers, particularly appealing to ASPIRTIONAL travelers who want to enjoy everything the BIG ships have to offer, while having their own special exclusive accommodations. And similar to car purchasing, technology has also become more of a factor in ship selection. New ship technology includes features to make the guest experience more fun, including Go-Karts, water slides, zip lines, wave riders, etc. The technology is importantly designed to make the experience more efficient including facial recognition, geo-location, and apps for purchasing services, choosing dining options, shore excursions, spa appointments, etc. all with the result of eliminating lines, long waits and over-crowding. Examples of this is the Carnival Corp. Medallion, and Royal Caribbean WOW bands which are designed to interact with the entire ship, sensors and digital screens, include the guests vacation preferences, and connect the guest more directly to the onboard staff. As these technological advances are implemented consumers will have an added dimension to their decision process for selecting a cruise vacation. And they will try different cruise brands by virtue of the technological advances available.

ALL of these trends create new and different ways to market and sell cruises to consumers who want special experiences that feel customized to them. I have said over and over that it one makes NO sense to promote introductory inside cabin prices when there are so many opportunities to appeal to consumers desires to get the most experience for the best value while treating themselves, so their vacation is special and memorable. Smart travel professionals will embrace this notion of appealing to ASPIRATIONAL desires, adjust promotional marketing messaging, the tone of their websites, make more upscale sales, more commission and be more profitable.

Travel Agent Professional

10 C i n d y B e r t r a m

By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC

Today we live in world where we have to be found. How does that happen? Think about the searches we do ourselves when trying to do research when trying to make a purchase. We do searches, we “Google” it, and we go to others for recommendations, getting names of people and companies they use and more. The same holds true when trying to grow your business. Being found is even more critical because you don’t want to be the best kept secret as far as your expertise and what do you best. Yes, we need to be also be visible in ongoing ways and efforts.

My Experience Being a Best Kept Secret Today the world is also about building your own personal brand, and being known for what you do. A travel business colleague, Dan Chappelle, the founder of The Wealthy Travel Agent Academy, wrote a terrific article, “What makes you Special.” He focused on the area of being special, and explained, “You want to be known for something so specific that prospects will seek out your services.” Dan then said you need to be clear on who you are and who you are not. Asking yourself, “What makes you special?” is critical. Then he mentioned “What do you want to been known for?” It “hit home with me” because I’m now making clear efforts to get my brand clear, what I do best, and my key areas of expertise as well as what makes me special.

May 2018

Thinking back, I knew I was known for certain things. Business people and industry executives also had some assumptions about me, yet they didn’t know exactly the key specializations I have and my expertise. When I first started working in the travel industry at a retail full service travel agency, I saw a growth in the cruise industry. So I specialized in selling cruises, and managed to increase our agency cruise sales over 700% in my first 4 years there, with no designated marketing budget. Later I started contributing guest columns to different travel agency publications, and got labeled as a writer. My ongoing diverse writing continues today but I am more than “just a writer.” I have developed new skills, with expertise as a diverse business and visual storyteller. Now I’m completely focused on “what makes me special” and “what I want to be known for.” It will help me achieve my next goal and hit my target by my self-imposed deadline. I will not be that best kept secret. Yes, I am working on conveying exactly what makes me special and what I want to be known for.

Travel Agent Professional

A Great Secret Weapon that Helped Promote a Team — Sister Jean and Loyola Ramblers Having a positive impact is part of my management style, and often I’ve done the behind the scenes work to achieve this, not taking credit for it. Why? I’ve never been one to brag about myself and didn’t want others to view me as someone who had an ego. But after looking at successful people I have learned that sharing key things in a genuine way and having a positive “voice” is good. That’s what though leaders do. A recent example that reiterates this was the recent 2018 NCAA tournament. Being a Loyola University Chicago alumni myself (I did my MBA there) I was so excited when the Loyola Ramblers basketball team moved from being one of the 16 basketball teams in the finals into the Final Four. They were considered the “underdogs,” but anoth-

May 2018

13 er fun, and inspirational part of their continual winning was Sister Jean Dolores-Schmidt. This very active 98 year-old nun, known as Sister Jean, is Loyola Chicago’s team chaplain, and probably the biggest Loyola basketball fan. Sister Jean has been the basketball team’s chaplain since 1994. She was a basketball player in her youth, became a nun, and then taught at Mundelein College. When Mundelein College merged with Loyola University Chicago, she then became an academic advisor before moving into her current role as team chaplain. Her energy didn’t stop when a hip injury disrupted her attending some of the games. She continued to send emails to coach Porter Moser after the basketball games, providing encouragement. And Sister Jean would leave individualized notes for the team players. When the Loyola Ramblers made it into the Final Four this spring, she became part of their inspirational story, all in a positive way. She was at the games, cheering the team members on, along with saying special prayers. With the coverage of the 2018 NCAA Tournament, yes, Sister Jean became a positive national focus, with countless interviews. She became not only an inspiration to the Loyola Ramblers, but also an inspiration to the world. The Loyola Ramblers were no longer the underdogs, nor that best kept secret. Sister Jean has also become an inspiration to me as well, and her genuine positive impact and story are a terrific lesson.

Insights from Robert Huffman, Vice President Sales, USA for Scenic Luxury Cruises and Tours, Scenic Eclipse and Emerald Waterways Robert “Rob” Huffman became Vice President Sales, USA for Scenic Luxury Cruises and Tours, Scenic Eclipse, and Emerald Waterways in fall of 2017, bringing with his diverse successful sales background. His background also includes working in a travel agency. We talked about things travel professionals can do so they’re not that best kept secret in the ever changing travel industry and he first shared more about his background.

Travel Agent Professional

I asked Rob to share more about his experience working in a travel agency, which was actually one his parents owned. Rob said, “I have so many terrific memories having been raised in a travel agency. Even in the early 1970’s my parents were very active in hosting travel shows and consumer events. I recall their annual travel show, using a prominent hotel in Memphis with many different vendors present. It certainly provided increased exposure for the agency and of course the objective was to drive sales, but it was such a fun event with many travel options and activities.”

Rob then continued, and said, “Another memory was their desire and commitment to continuously evolve, staying knowledgeable on current trends and travel options. Forty or so years ago they did not have the technology we are so lucky to have today, so the effort to obtain information and training was a bit Robert Huffman

more challenging. Even in the mid-1970’s, a time when the

May 2018

15 cruise industry was in its infancy and not even remotely as popular as it is today, I recall my father selling and escorting a group of over 200 guests aboard Carnival’s ship, Mardi Gras. This was a result of their commitment to expanding their knowledge of new products in the marketplace.” While working at the agency, Rob explained, “The one core value, the one that most impacted me personally and remains with me today, was the commitment my parents had to both their clients and employees. They truly cherished and valued their clients, always providing that personal touch, and their employees were like family. Believe it or not, I still have former clients and employees approach me today sharing fond memories of their experiences with Huffman & Reiter Travel.”

How to Stay on Top in today’s Competitive and Fast Paced World Having worked on the other side of the business (in past roles at other cruise lines) and now in his current role as Vice President Sales USA, Rob and I then discussed more of what travel professionals can do to bring in new clients along with successfully taking care of existing ones, so they grow their businesses. Rob first said, “Let’s face it, we live in an extremely fast paced and competitive world. Staying ‘top of mind’ with existing and potential clients can be a challenge, especially with all the information we have at our fingertips. It has never been more important to have a meaningful marketing plan and sales strategy to ensure we remain relevant in today’s travel marketplace. A marketing plan does not have to be an overwhelming, exhaustive task, rather a vehicle that provides a clear and concise path to ensure your agency is on track to exceed your goals. When creating a marketing plan, we need to ask ourselves, ‘what truly differentiates me from my competition?’ Maybe it’s as easy as picking up the phone to call and thank a client for their past business or to let them know you saw a terrific offer and it made you think of them. Perhaps it is sending a hand written note with a similar message.” Rob then continued on and mentioned, “Yes, technology is certainly powerful and here to stay, but imagine the lasting impression this effort and personal touch leaves on a client. Both the challenge and opportunity is to create customer loyalty. Another effective option is to leverage social media. The opportunity to actively engage with clients by sharing exciting photos and videos of specific products, and even your own personal travel experience, is quite powerful. Seeing friends post comments and sharing their travel experience with others – especially as it happens - opens opportunities that might not have existed previously while lending credibility to you as the booking agent or agency. Just make sure to ask your clients to tag your agency!”

Travel Agent Professional

How to Deal with the Visibility Challenge Rob and I then talked more about the transition of travel professionals being home based rather than having a retail office. Not having that visibility can be a challenge, and I asked Rob, “How can travel agents best market themselves? Any suggestions and ideas you can share about the travel agent professionals you know who have successfully dealt with that?” Rob said, “In my humble opinion, a savvy and dedicated travel professional is a savvy and dedicated travel professional, regardless of where their office may be. As our industry continuously evolves, and technology becomes more innovative, the physical location of a travel professional’s office becomes less important. Regardless of office location, true travel professionals share the same commitment to their clients and craft. Some of the most impressive and successful agents I’ve had the pleasure of working with have been home based. They use many tactics to create visibility in their markets, including staying committed to their marketing plan, looking for opportunities to engage with local associations and organizations in an effort to promote both their business and perhaps a specific product, consistently hosting consumer events every 4-6 weeks and always staying in touch with past clients while asking for referrals.

May 2018

17 How Rob is Focusing on the Challenge of Brand Awareness in the US Market I then mentioned to Rob that in his relatively new role, he’s very focused on growing Scenic’s relationship with travel agent partners so they don’t forget about the Scenic Group. I asked him, “How are you doing that and ‘getting the word out,’ so to speak? What efforts are you doing?” Rob said, “We are without question unequivocally committed to our travel partners. There simply is nothing more important to our success than the support we receive from the trade. As an Australian based company, quite bluntly our number one challenge in the US Market is brand recognition. While true we are still somewhat new to the US, many of our partners view us as a ‘new’ or ‘start-up’ business, not realizing we have been providing our guests with phenomenal travel experiences across the globe for over 30 years.” Rob continued, explaining, “Our primary focus and opportunity, quite simply, is increased visibility and training, allowing us to share ‘The Scenic Group story’ ensuring that our travel partners are aware of our brands while understanding the incredible value and experience we provide their clients. Our team of Business Development Managers are dedicated to working closely with our travel partners in providing product training, assisting with the creation and implementation of marketing plans, planning and hosting consumer events and anything else we can do to earn their trust and confidence. We undeniably want the business and are willing to do all we can to cultivate a meaningful, mutually beneficial and lasting relationship with our partners.”

Rob’s Suggestions on What Travel Professionals Should do so they’re NOT the Best Kept Secret

Rob then went on and suggested, “Don’t be afraid to try

Finally Rob and I talked more about what suggestions he

that you’re not familiar with or having the confidence to

had for travel professionals today, so they are NOT the

reach out to a fellow travel professional whom you

best kept secret. I asked Rob, “What have you’ve seen

respect for advice and direction. Success is a result of good

that works? How are these travel professionals visually

judgement. Good judgment is a result of experience.

out there in a positive way?”

Experience is a result of learning from past decisions. The

new things or take calculated risks. Whether it’s looking for a unique marketing opportunity, learning about a product

reality is when we take calculated risks, we learn from our Rob provided some great insights, and said, “There are

decisions and ultimately carve a path to greater success.”

so many things that travel professionals can do that would positively impact their business. First and foremost,

Don’t be the Best Kept Secret

always look to engage with your local Business

Building your brand awareness and showing your exper-

Development Managers to leverage their knowledge,

tise is something we all need to do today. It really goes

expertise and experience – in short, use them as much as

back to knowing what makes you special, and what you

you need to because your success is their success. Inquire

want to be known for. That will help us really carve out

as to what they are seeing work with other accounts

that path to success, and something I’ve been learning

across the territory and look for opportunities to imple-

myself, thanks to Dan Chappelle, Rob Huffman, and

ment those that make sense in your market.’

Sister Jean. Once again, it’s about keeping visible so we’re not the best kept secret.

Travel Agent Professional

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