Travel Agent Professional October 2015 Issue 39
The Next Generation By Cindy Bertram
Scott Knutson, Costa Cruises
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ctober
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Full Steam Ahead By Paull Tickner
Moving Forward to the Future— The Next Generation
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By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC
A Wardrobe of http://issuu.com/action/page?page=15
Hats
By Les-Lee Roland Owner of The Package Deal
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Ad Index
Cover Photo: Costa Cruise
Amadeus .........................................7
HostTravelAgency.com .................11
Avoya Travel .................................21
TRAVELSAVERS.............................17
Auto Europe .................................IFC
Royal Caribbean Line....................BC
Britain Greatdays.............................3
Travel Agent Professional
2015
By Mitchell J. Schlesinger President, MJS Consultants
TAP
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The Graying of America Extraordinary Selling Opportunities
Travel Agent Professional October 2015 Issue 39
Travel Agent Professional
Joel M. Abels Legend In the Travel Industry April 1927 to January 2007
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 Mitchell J. Schlesinger President, MJS Consultants mjschlesinger@bellsouth.net Les-Lee Roland Owner of The Package Deal Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com Sherry Laskin, ACC Travel Writer/NACTA Webinar Moderator www.cruisemaven.com Sue Shapiro, President Shapiro Travel Resources sue.shapiro@gmail.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. www.shapirotravelresources.com
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.
October 2015
Travel Agent Professional
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The Graying of America
M i t c h e l l
Americans are living longer than at any
J .
time in our history and are seeking
S c h l e s i n g e r
fulfilling, educational and enriching travel opportunities at home and abroad like never before and in larger numbers. The significance of this demographic trend is reflected in the following:
By Mitchell J. Schlesinger President, MJS Consultants, mjschlesinger@bellsouth.net
•
Baby boomers and retires over 65 represent the fastest growing demo-
graphic segment of the population. We have talked about 10,000 Americans
turning 50 ever y day since 2000 and combined with a decline in the bir th rate, 40% of the overall US population is over 50.
•
In 1900, just 3.5 million Americans were 65 years of age. By 1998 that number grew to 35 million and projections are that by 2025 that number will exceed 70 million.
•
And it has been fur ther projected that by the year 2030, there could be more Americans alive over 80 than there are under the age of 8!!
October 2015
5 Extraordinary Selling Opportunities This is an enormous opportunity for travel agents who retain the loyalty of existing clients as they age and market to senior populations in their communities.
•
They are at a point in their lives where they want experiences that are meaningful, enriching and fulfilling. Many have traveled to core destinations and now want to travel to new and far flung lands across the globe.
• •
They have more time and disposable income, so their trips can be longer and more international. It widens the travel sale opportunities: longer ocean cruise segments, national park tours, river cruises to specific destinations both in the US and around the world, bucket list travel to exotic locales, etc.
•
They are most concerned with the value of their purchase. And since they can and will travel much longer, they are willing to spend $5-$15,000pp or more on long involved itineraries at home and abroad, as long as they perceive the trip is worth the price.
• •
Unlike families and working consumers, they are not restricted to any seasonality. The timeframe of their trip is insignificant, but many like to avoid traditionally busy travel timeframes. They view travel as a wonderful way to spend time with children and grandchildren.
Travel Agent Professional
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MARKETING AND PROMOTION
• • • •
If you are going to sell worldwide destination travel, you must enhance your own knowledge. CLIA has excellent destination training and resources and the internet has a vast array of sites. Remember, seniors are looking for assurances about the trip and will read information thoroughly. Provide extensive details (direct mail & email) about the trip and address as many of their questions in advance in the information you send. AND USE LARGER TYPEFACE, so that it is easier for them to read. Another plus is that many 55+ live in senior communities where group travel is very popular and is easier to deliver your marketing messages to them. Use the resources available in the community and schedule personal presentations to describe trips. Make sure the messages connect to their psychographic profile:
• • • • •
Value, not price Discovery, wonder and exploration, not the familiar Education and fulfillment, not status or hype Action, not passivity Opportunities for extended family travel
CUSTOMER LOYALTY Older clients are highly “brand centric”. They will remain loyal to a brand, product or service provider as long as they feel satisfied. There is significantly more commission at stake with this older target audience. And as your clients get older you want them to purchase this longer, more expensive travel through you. By continuing to recommend and arrange travel that fulfills their psychographic needs and wants and providing them with very personalize service, they will remain very loyal to you…and tell others.
PLANNING Benefiting from the senior market requires precise planning.
• • •
This audience books further in advance, so you need to promote departures as much as 9-15 months prior to departure. Focus many of these trips during timeframes away from over popular travel periods, school holidays, etc. For instance, the Med is much cooler in the fall, as is Scandinavia in late spring and it is summer “down under” in January and February. Seniors love to travel in groups and prefer an escort, which adds the sense of nurturing and safety.
Higher purchase prices, opportunities for groups, significantly greater commissions and very loyal clientele are the “golden rewards” of focusing on clients in their “golden years”.
October 2015
Travel Agent Professional
8 Full Steam Ahead P a u l l T i c k n e r
Just as the Chelsea Flower Show defines excellence for garden lovers so the 3 little words The Flying Scotsman resonate with the tens of thousands of people who flock to see the Steam Preservation and Trolley Museums in North America. Take a look at Association of Tourist Railroads and Railway Museums and RailsCanada. Then check out the UK product possibilities at the Heritage Railway Association. Specialist heritage railway publications are going to be filled with eye catching photo stories about this world famous locomotive and many readers will want to include it in their customised UK tour which is where our combined skills can
By Paull Tickner
turn dreams into reality Given the extensive media coverage, perhaps you should take a closer look at this niche market. Who knows, some of your best clients could hold the key to a valuable new piece of business. Send them this column and then tell me what they say.
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
October 2015
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Steam Legend Set to be 2016 Steam Star From early 2016 the globetrotting screen star and multiple record-breaker will be seen around the UK as a working museum exhibit, demonstrating the engineering science behind steam traction to new generations of Scotsman fans. Preview rides will take place on 4 occasions in January prior to its end of February triumphant run from London to its new home at the National Railway Museum in York. Contact me for further details.
The Flying Scotsman at The National Railway Museum The headquarters for this world beater will be the National Railway Museum in York where a series of exhibitions, footplate experiences and other events are being finalised. In addition, the great steam icon will be out and about on Britain’s mainline and heritage railways for more up close and personal encounters with this diva of the tracks.
Great Railway Journeys in England's North Country With many railroad enthusiasts focussing their attention on the National Railway Museum in York, capitalise on their interest by offering them a programme that includes visits to the northern railway heritage sites like those at Keighley and Worth Valley, East Lancs, the North Yorkshire Moors and the Great Little Trains in North Wales.
Trolleys and Trains I’ve been struck by the number of Trolley Bus Museums that belong to the Association of Tourist Railroads and Railway Museums In response, you can offer the Friends a short fundraising programme that uses the Manchester gateway and includes visits to the Isle of Man, rides on the 21st century tram service in Manchester and a special visit to the National Tram Museum at Crich in Derbyshire.
Travel Agent Professional
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Great Railway Rides in South East England Another 7 nighter brings together the castles at Hever and Leeds, the award winning garden at Exbury, the new enlarged and awe inspiring attraction at Stonehenge and nostalgic steam hauled journeys on 7 of our top Heritage Railway sites. It works well as a small group tour but can also be set up as a tailor made programme for just 2 people with their own driver guide.
Great Railway Rides in the Heart of England Using the air side kerb side in 30 minutes service through the Birmingham Airport gateway, you can offer a 7 night programme that concentrates on the Heritage Railway sites in central England with additional visits to the great Elizabethan treasure House at Burghley, romantic Sudeley Castle in the Cotswolds and a Tudor England Experience at Mary Arden’s Farm near Stratford upon Avon. It’s also available for independent travellers.
Steam Trains, Poldark and Doc Martin Locations associated with the popular TV programmes ‘Poldark’ and ‘Doc Martin’ can be worked into a longer 9 nighter that includes visits to some famous privately owned historic properties and an overnight stay in the timeless Devon coastal village of Clovelly. There are also rides on 7 of the Heritage Railway lines and a visit to Steam, the Museum of the Great Western Railway.
Castles, Cathedrals, Watercress and Bluebells This driver guided pre/post cruise extension brings together Winchester’s great Norman Cathedral, the imposing castle at Arundel, the superb gardens at Pashley Manor and Sissinghurst Castle. Also included are some ancient pubs, tea and cakes at a privately owned garden and nostalgic steam hauled train rides on the Watercress, the Bluebell and the Kent and East Sussex heritage railways. It works well in reverse.
October 2015
12 Moving Forward to the Future— C i n d y
Today’s world is constantly changing. In the growing digital age it’s occurring at an even faster pace.
B e r t r a m
Social media platforms that didn’t exist even 10 years ago are now the norm, along with changes in how we connect and reach out to people. Change is just part of the picture and we’re continuing to see that in the travel industry. “Good bye print documents, hello e-documents” is just one. But to survive as travel professionals, we need to continue practicing what works and give clients a compelling reason to rely on us, along with moving forward to the future in multiple ways. By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC
Changes Continue With Travel Experiences My introduction to cruising was taking a 3 night weekend cruise back in the mid 1980’s. Compared to what exists today, the ship I sailed on was very small - 490 feet long, with a capacity of about 700 guests. But it was a phenomenal experience, my expectations were exceeded, and yes, I became an “avowed cruiser.” Today megaships, more diverse itineraries, the growth of new segments including river cruising along with adventure and experiential travel continue to evolve. And with it, how people research and choose to book their trips has also changed. Yes, their expectations have also changed.
Providing that Compelling Reason I recently had a relative reach out to me to check on cruises. She had just gotten married, and now she and her husband were looking to take their delayed honeymoon. Cruising was their top choice because they had never been on one. The reason she called me? Her mother had told her, “Oh you need to call Cindy. She knows everything about the cruise industry!”
October 2015
13
The Next Generation
In our first conversation, later the question came up, “Is it best for us to just book online or through you?” I mentioned that I wanted to make sure they had the best experience, and with my handling their honeymoon, I could save them valuable time by doing the research and finding the best options. They’d have access to me and my expertise 24/7. And we’d be doing this via emails, phone calls, and text messages as well as meeting face to face. It was a last minute booking, but I was able to pull everything together for them within 4 days of our first phone calls. I wanted to make sure this would be a lifetime memorable experience for them. It has also been so much fun helping them plan, build their excitement, and count down the days until they sail. Yes, I did create a compelling reason for them to use me.
Growth Insights Scott Knutson, VP of Sales & Marketing, Costa Cruises Costa Cruises has gone through gradual growth over the years and recently announced an order for two new next-generation cruise ships. These ships will have the largest guest capacity in the world, coming in at 180,000 gross registered tons, and accommodating 6,600 guests. They’re scheduled for delivery between 2019 and 2022. Costa Cruises is "moving forward to the future.” I reached out to Scott Knutson, Vice President of Sales & Marketing, Costa Cruises North America about the leap they are taking with their “next-generation" cruise ships, along with analogies for travel professionals. Scott provided a bit more about their background, and mentioned, “Since 2000 Costa has introduced 11 new ships that have enabled us to grow into one of the largest cruise brands in world. Interestingly, we pioneered yearround cruising in the Caribbean back in 1952, we were the leaders in Dubai and then Asia, and of course we virtually own the Mediterranean. The awarding in 2019 and 2020 of the largest ships our parent company has ever built would not have happened if Carnival Corp. didn't believe that Costa’s management and brand is firmly on the right course. Even at a company that is 67 years young, our new leadership's vision and passion is stronger than ever, thriving on innovation, quality, style and providing genuine Italian-style hospitality for our guests.”
Travel Agent Professional
14 Innovation Continues The two new ships Costa Cruises will be adding not only lead as far as their size, but bring a new innovation to the cruise industry. They’re the first green ships powered with LNG, with dual-powered hybrid engines that power the ship both at sea and in port. When speaking with Scott, I asked, “Can you explain a bit more? Costa is moving forward to a new level and generation, but also has some aggressive sustainability goals, which is very commendable.” Scott provided more insights and noted, “Introducing the first air-conditioned ship in 1949, the first balconycentric vessel in 2000, and the first spa accommodations and restaurants at sea in 2006 were certainly important new milestones at the time, subsequently imitated by nearly every other cruise line. The introduction of these first-ever liquefied natural gas–powered green cruise ships, however, is truly game changing. Reducing exhaust emissions both in port and at sea obviously requires a substantial investment, but is in line with our goals of protecting the environment and supporting our aggressive sustainability plan while enhancing the guest experience. It's a natural step for us to take as a pioneering innovator.”
October 2015
15 How to Move Forward As far as suggestions on how travel professionals also need to "move forward to the future" and think about best ways to do a higher investment of their time and energy to build new success? Scott draws a comparison to everyday life. He explains, “For travel professionals in the future to remain economically sustainable, it's going to be critical that they give their present client base a compelling reason to rely on them and to continue to fuel their pipelines with new business and referrals. Being in this business makes it easy to forget how frustrating, time consuming and unnerving booking travel can be for a do-it-yourselfer. When I consider a contractor for anything, from lawn service to household or auto repair, I always ask myself if I can do it just as easily and is the cost worth the trade out. Like many others, I usually THINK I can do it as well at first, then I typically learn the hard way, which also is often the more expensive way. The very same principle applies to travel.�
Travel Agent Professional
16 Embrace Two Principles Costa Cruises Also Uses Costa Cruises uses two principles and these are ones Scott feels travel professionals should also embrace. “As a travel professional seeking to ‘move forward to the future’ I would consider two of the same principles we use to market our "service" in North America — the value and convenience proposition and differentiation. A Costa cruise, for example, has to be a more convenient way to see five cities in seven days and be an incredible value in order to overcome competitive vacation options. Once the customer is convinced that it does — although some will not be convinced and will have to learn the hard way — they are sold. It's much the same for a travel professional who must make the buying process easy, thorough and enjoyable so the client has no compelling reason to consider becoming a do-it-yourselfer.”
The Need to Differentiate Another point Scott makes involves differentiation. He notes, “Second, we have to differentiate ourselves from other cruise products. We are uniquely Italian, for example, and are best suited for a guest seeking a fully immersive international experience. Also, our ships sail to most incredible destinations in the world. We will never be a floating amusement park or offer standard itineraries — that segment is swamped with many other brands.” As far as travel professionals? Scott further explains, “Similarly, a travel professional can differentiate themselves with the products they select to become experts in. Are you selling what everyone else is scratching and clawing to sell or what could just as easily be bought online? Or do you have a differentiator, a unique product that separates you from the ordinary? Often a prospective client doesn't know what they don't know, which provides an ideal opportunity for a travel professional who asks questions and makes recommendations with confidence. They'll come back to that professional because they were provided with what they really needed versus what they thought they wanted.”
Differentiate with Our Expertise! Yes, we need to provide that compelling reason for people to utilize us, draw on our expertise and realize the value we provide. And we need to differentiate ourselves. That’s how to move forward, not become obsolete and remain sustainable.
October 2015
18 A Wardrobe of Hats L e s - L e e R o l a n d
Being a travel agent means what? We don’t get the credit for having to wear so many hats. By Les-Lee Roland Owner of The Package Deal
We have to be knowledgeable about the destina-
Not Press 2!! It only gives them the exact number
tions we sell. We have to create good relationships
they randomly called, and your phone will be ringing
with our suppliers. We have to be organized to be
from them and companies who get that list.
efficient. We have to excel in marketing to get our names out there. We have to make good business
For our clients, we have even more hats to wear.
decisions every day. From researching and buying
We have to be interviewers, conversationalists, mind
office supplies, phone plans, ink for the printers, and
readers, psychoanalysis’s, hand holders, educators,
all the behind apparatus that we can’t function with-
matchmakers, and even more. They will judge us if
out.
we do not meet their expectations.
And the advertising, Yellow Pages, newspapers, E-mail
First impressions are more than a firm handshake, or
blasts, website construction and monitoring, internet
a smile in the voice if on the phone. We are sup-
search placement. I get at least 4 phone calls a week
posed to know their budgets and find the right
from companies saying they just want to update my
cruise or land trip for their needs. You meet some-
Google listing. Then they go into the spiel about
one who says going to Italy is on their bucket list.
search engines and how my clients can’t find me. But
Should it be the Med, the 3 major cities of Rome,
for X amount of dollars monthly, they will guarantee
Florence and Venice. What do they know about
placement on the first page.
Tuscany? That’s not a city. Many don’t even know where Sicily is. Should it be by car, by guide, or by
These calls are pre-recorded and tie up my phones.
train? Could they handle the language problems and
My option is to hang up, or press 1 to wait for a live
board trains on their own?
person, or press 2 to be taken off the call list. Do
October 2015
19 There is an art in interviewing someone. Some people feel like they are being interrogated with questions — where have your traveled, which cruise lines, what hotels have you stayed in, and the crucial question — What Is Your Budget??? And that’s where you can lose them. So many people hate that last question. Answers like “I want a deal, I don’t want to spend a fortune, I see deals on the internet.” Only a handful of times in my over 25 years selling travel, have I ever had clients who gave me the perfect response. Three times, and I remember them distinctly, the clients pulled out their credit card, and said just put it together and use this card. My very first FIT client when I was getting started was a neighbor. He trusted me, and wanted a 6 week trip to Australia. He didn’t want a tour, he and his lady wanted to do everything on their own — with the daily schedule I would offer. He gave me his card, told me to keep it for all the expenses, and to return it when the deal was complete. Total was close to $35,000, and this was 25 years ago. They even called me from Australia, to ask about booking some local things for them. Added another $3,000. This was before the internet, and tickets for everything were paper and not electronic, and I had to FedEx documents to him down under. Oh, the good old days. It was work, but it was forcing me to learn quickly how to find the right supplier, build relationships, and develop confidence in what I was doing.
Travel Agent Professional
20 There are no places for travel agents to learn this
I had a great rep from INSIGHT, who would call
today. Maybe that’s why so few younger people are
every couple of months. We had pleasant chitchat.
in the business. And the vets in the industry, nick-
She knew that I work with 2 hosts, one was not even
named the dinosaurs by media, have to keep up with
in her territory. But she just wanted to keep me in
the constantly changing advances in travel. Unless
the loop. She retired recently, and I don’t even know
they want to remain stagnant with what they current-
who her replacement is. Sure, I can get on the phone
ly sell.
and call them, and introduce myself, and ask questions. But I don’t.
There are on the average up to ten webinars a week. It’s impossible for me to be at 2 or 3 of them simulta-
And as I am working on a new website and monthly
neously since they are usually on Tuesdays,
newsletter, I have to rely on my instincts to promote
Wednesdays and Thursdays between 1 pm and 3pm.
what I think will be hot destinations or good deals for the next 18 months. Yes, add being a predictor of
Oh how I miss the early morning breakfast meetings
trends to our list of hats. And also a weather fore-
with the BDMs, or lunch or even dinner. I seemed to
caster. Three phone calls yesterday from clients ask-
learn more in person, with a good presentation, no
ing about the hurricane hitting the Bahamas. “Will this
distractions from the phone ringing. And I learned so
affect my port stop in Turks and Caicos next Feb.?”
much from the interaction with other agents there at
Sorry Ms Worrywart, I am watching CNN as you are,
the table. Yes, some people came for the meal and
and I have nothing to add to the report.
for the giveaways. I was never that desperate for the scrambled eggs, or the chicken dinner. But boy did I
And I don’t know which hat this one is. Clients just
learn, and bond with the BDM.
returned from 2 Tauck back to back trips. They had some complaints- very minor to some people, but
A major cruise line BDM in my area tells me she can-
that doesn’t minimize the situation. They filled out
not call on me since she now only calls on maybe 10
their survey while on the trip, and mentioned the
bigger sellers or host agencies. But she will assign me
items that were a problem. Tauck sent them a follow
to an inside agent. I have yet to bond with any inside
up letter, telling them they appreciated their com-
cruise rep, recently. I used to have one with RCL who
ments, would notify the hotel manager, but — now
called regularly and was very informative, and after
get this — THEY SHOULD MAKE THEIR COM-
each call, I was enthused and more productive. But
PLAINTS KNOWN TO THEIR TRAVEL AGENT. So
she has gone on to another position, and her replace-
they called me and read me the letter. I called Tauck,
ment — well, I don’t even know her name. Most of
and they couldn’t give me any explanation as to what
these inside agents just say to call them if I need any-
I was supposed to do to better the situation. So now
thing. They have so many people to take care of.
I wear another hat — Mediator. Talk about passing
Well, inside agents, I need hand holding, I need info, I
the buck! Well Tauck, this is not a game of hot pota-
need encouragement, I need to know my business is
to, and if it is, the potato has just been sent back to
appreciated.
you. I just put on my Juggler hat!
October 2015
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Visit www.LoyaltoYouAlways.com, our exclusive travel partner hub, to see up-to-the-minute offers, latest news, and easy to use marketing resources.
12
YEARS RUNNING
©2015 Royal Caribbean Cruises Ltd. Ships registry: The Bahamas. 15043752 • 04/10/2015
BEST CRUISE LINE OVERALL Travel Weekly Readers’ Choice Awards 2003 – 2014
7
YEARS RUNNING
BEST SALES & SERVICE Travel Weekly Readers’ Choice Awards 2008 – 2014