Travel Agent Professional Nov.2010

Travel Agent Professional November 2010 Issue 1

4 8 10

The Graying of AMERICA

By Mitchell J. Schlesinger

Much Ado About Nothing

By Rusty Pickett

Social Media Marketing

By Sherry Laskin

http://www.autoeurope.com/

Worldwide Car Rental Services • More than 8,000 locations worldwide • Over 1.2 million rentals booked annually • Reservations and customer service open 24-7-365 • Toll free customer service from Europe • Fast and efficient phone and web reservations • Prices guaranteed in US dollars • One-way rentals are available • Downtown and rail station pick-up and drop-offs available

Drive Your Dream!

Auto Europe offers the largest selection of luxury vehicles including the latest models from: Aston Martin – Audi – Bentley – BMW – Ferrari – Jaguar – Lexus – Mercedes – Maserati Porsche – Range Rover New additions to their selection of models include the new Porsche Panamera, Mercedes SLS AMG, Ferrari California, Rolls Royce Phantom, Mercedes Benz S Class Hybrid and Rolls Royce Ghost

Peugeot Buy Back Program • Long term lease for 17 days or longer • Choice of factory new model, trim, fuel and engine size • Lease rates guaranteed in US dollars • Unlimited mileage • 24-hour roadside assistance • Non-deductible fully comprehensive insurance.

• Exempt from European value-addedtaxes, road taxes and airport charges • Minimum age 18 years, no maximum age (unlike many rental car agreements)

Chauffeur and Transfer Services • Service available in over 38 countries within US, Europe, South America and East Asia • All English – multilingual speaking drivers • Offering airport transfers, city to city transfers, drivers at your disposal for blocks of time • Reliable and trustworthy customer

BOOK NOW!

Stay in touch!

Portable GPS Rentals • Free routing maps of Europe • Free dash mount Cellular Phone Rentals • Complete with voice mail • Can be used in over 65 countries worldwide GSM SIM Card Rentals • Convenience of using your own cell phone • Compatible with GSM phones • France and Italy specific cards available

Global Agent System • Travel agent only car rental information resource and booking engine • Easy to use…increase efficiency and productivity • Flexible – access and modify reservations in Global Agent or by phone • Modify existing bookings, apply payments or cancel • Vouchers can be reviewed then emailed or printed and faxed • Access Auto Europe info – see what our reservationists see!

• Detailed commission and production reports

1.800.223.5555 • www.autoeurope.com 39 Commercial St., P.O. Box 7006, Portland, ME 04112

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The Graying of America

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Much Ado About Nothing

By Mitchell J. Schlesinger Vice President, Sales & Marketing Voyages to Antiquity

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By Rusty Pickett, ECC Shellback Cruises

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Social Media Marketing — Real Simple Strategy

By Sherrie Laskin, ACC NACTA Chapter Director, North & East Central Florida

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Is Affiliating with a Host Agency the Right Choice for You?

By Mary Brutscher Former Host Agency Owner & Travel Educational Instructor

Ad Index

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Hello Dolly, Hello Travel Agents!

By Scott Koepf Vice President of Sales America’s Vacation Center/Avoya Travel

http://www.joinavc.com AVC/Avoya Travel.......................IBC http://www.autoeurope.com/ Auto Europe .........................IFC & 9 http://www.leisurepops.com/ Leisure Pops .................................15

Travel Agent Professional

http://www.royalcaribbean.com/ Royal Caribbean Line .....................3 http://www.trams.com/ TRAMS .........................................17 http://www.myhosttravelagency.com Travel Planners International..........7 http://us.voyagestoantiquity.com/ Voyages to Antiquity....................BC

2010

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Travel Agent Professional November 2010 Issue 1

Travel Agent Professional PO Box 120202 Staten Island, NY 10312 E-mail: mailto:TAP.com@verizon.net 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

Joel M. Abels

Legend In the Travel Industry April 1927 to January 2007

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.

Mary Brutscher Former Host Agency Owner & Travel Educational Instructor mailto:cruisefacecruises@yahoo.com

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.

Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com

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.

Les-Lee Roland Owner of The Package Deal Scott Koepf Vice President of Sales America’s Vacation Center/ Avoya Travel www.americasvacationcenter.com Sherry Laskin, ACC NACTA Chapter Director, North & East Central Florida www.sherrylaskin.com Sherrie Funk Co-owner & President of Just Cruisin’ Plus www.justcruisinplus.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.

Ann M. Hoek

Joel was our champion, even when it meant taking a stand opposite that of huge airlines and suppliers. He was our advocate when others, including major agency membership organizations, were not. His unwavering suppor t of and for agents, probably more than any one single person, did more to emphasize the impor tance of continuing education and learning for the travel agent community. All of the “Joel-A-Thons”, as some affectionately call them, are a past and future testimony to that belief and suppor t, and will keep his memory alive for years to come.

Charlie said he had often thought all the words above and wish he had taken time to say them to Joel a week or a year ago, even if only in an E-mail. We both know he would have had a quick reply even if it had been sent at 1 a.m. because he was that dedicated to what he did. He truly was the epitome of the phrase, “If you love what you do, you’ll never have to work a day in your life.” We will not soon see his likes again.

— Sherrie and Charlie Funk Reprinted from Feb. 2007 Home Based Trade with writer permission

November 2010

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Demographics & Psychographics...

By Mitchell J. Schlesinger

Extraordinary Selling Opportunities The most impactful demographic trend in our society is the “Graying of America� and the significant opportunity it represents to home based agents.

Mitchell J. Schlesinger Vice President, Sales & Marketing Voyages to Antiquity mailto:m.schlesinger@voyagestoantiquity.com

Americans are living longer than at any time in our history. They are seeking fulfilling, educational and enriching travel opportunities at home and abroad like never before and in larger numbers. The significance to this demographic trend is reflected in the following: Baby boomers and retires over 65 represent the fastest growing demographic segment of the population. We have talked about

November 2010

5

The

Graying of AMERICA 10,000 Americans turning 50 every day for years. Combined with a decline in the birth rate, 40% of the overall US population is over 50; In 1900, just 3.5 million Americans were 65 years of age or older. By 1998, that number grew to 35 million and projections are that by 2025 that number will be in excess of 70 million; It has been further projected that by the year 2030, there could be more Americans alive over 80 than there are under the age of 8!!

This is an enormous opportunity for travel agents who can take advantage of senior populations in their communities. There are keys to the demographic and psychographic characteristics that make this opportunity so valuable: 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 are longer and more international; They are most concerned with the value of their purchase. And since they can and will travel much longer, they are willing to spend up to $15,000, or even more, on long itineraries at home and abroad as long as the 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.

Remembering the attention to the psychographics of this target audience, there are a number of steps to follow to capture their loyalty:

Travel Agent Professional

6

PLANNING

MARKETING AND PROMOTION

Due to the purchase cycle, benefiting

If you are going to sell them 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;

from the senior market requires strict planning. Remember: This audience books far in advance, so you need to set up departures far into

Remember, seniors are older, looking for assurances about the trip and will read materials thoroughly. Use direct mail to communicate, provide extensive details about the trip and answer as many of their questions in the materials you send. Use a larger typeface, so that it is easier for them to read;

the future, as much as 9-15 months

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 Use other mediums with the same intent. For instance, instead of just a newspaper ad, write an advertorial in the form of a travelogue. If there is an applicable local radio program, come on as a travel expert to describe the trip in detail.

is cooler in the fall and it is summer

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. As your clients get older, you want them to purchase this longer, more expensive travel through you.

beforehand; Focus many of these trips during timeframes away from over popular travel periods. For instance, the Mediterranean

“Down Under” in January and February; Another plus is that many senior populations are concentrated in communities where it is easier to deliver your marketing messages to them. Use the resources available in the community and schedule personal presentations to describe trips; Seniors love to travel in groups and prefer an escort, which adds the sense of nurturing and safety.

Cultivating the senior market is the road to dramatically higher purchase prices, significantly greater commissions and very loyal clientele. You may not like

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.

getting older, but you certainly will like your clients who do!

November 2010

8 Much Ado About http://issuu.com/action/page?page=1

By Rusty

I

Nothing

guess today’s hot topic is the new Cunard/Princess policy,

Pickett,

under which reservations will be automatically cancelled if final payments are not made on time. Some agents seem to think this is an intrusion on their business principles. I just don’t see this as an issue — it’s really much ado about nothing. Virtually all of us put cabins on hold that cancel automatically without deposit — it’s a good sales practice. It would seem equally reasonable to cancel a reservation that is not paid on time. After all, most often we have months to prepare for the final payment deadline.

ECC

It’s wonderful to have the old Home Based Trade crew back together. I am sure Joel is looking down on us ready to spring into action as the Energizer Buddy.

Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com

From the cruise line’s standpoint, they need to manage inventory.

From the agent’s standpoint, we need to see inventory that is available in real time so that we can book it — especially for the popular cruises and tours. If a vacation is important enough to someone to book, pay good deposit money and plan the adventure, it should be good enough to pay for in a timely manner with a hard due date.

I have to question the agents who think this is a problem. How do you manage your back office? What is your system for sending out invoices and making payments? Do you have a “tickler” file to remind you when upcoming payments are due? Do you send out invoices with payment due dates that lead the absolute final payment date?

I think most professionals anticipate the final payment due date and ask for the money early. Even if the client wants to defer the final payment a few days to jump into the next credit card billing cycle, with a requested early payment date, this becomes a non-issue. You tickle yourself to make the payment.

If you are traveling, where phone payments may be difficult, ask for the payment early — or make the payment online while onboard the ship. I haven’t had an objection yet. Folks want their travel agent to travel and gain experience that will help them advise clients. They are still protected since the full refund date hasn’t changed. They also want their travel agent to operate their business professionally and with the client interest in mind.

I can’t get excited about the policy. I would rather talk to clients about travel and take care of the administration professionally and neatly.

November 2010

Celebrate With Auto Europe and You May Win an iPad® and Your Client a Free Car Rental!

Auto Europe, a leader in European car rental services for over 56 years, is expecting to reach their 1 millionth car rental booking this year.

We could not have reached this goal without the support of you, our valued travel partners and we’ll like to invite you to celebrate this milestone.

To celebrate this success, we would like to award the travel agent who books the 1 millionth car rental a free iPad® and your client will be awarded with us by waiving the fees for the car rental.

If the agency’s policy is not to a l l ow i n d iv i d u a l l y awa r d e d i n c e n t ive s , i t i s u p t o t h e a g e n cy ow n e r / m a n a g e r t o exclude the agent or agency.

Agency owners and managers may also participate in our celebration only if they have made prior reservations. This offer is s u b j e c t t o ch a n g e w i t h o u t notice and may be discontinued without notice. Additional restrictions apply. Offer valid for US travel agents only.

Auto Europe services over 8,000 car rental locations in over 130 countries worldwide. In addition, through their tour division, FlyInternational.com they 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 Auto Europe at (800) 223-5555. Visit their web site at www.autoeurope.com

Showcase Auto Europe Appoints Eric Ledroux As President of the America’s Portland, Maine – As Auto Europe continues to expand internationally, the company has appointed Eric Ledroux as President of the America’s. In his position as President, Ledroux will oversee all operations of the Portland, ME office.

Ledroux brings with him an extensive knowledge of car rental industry with over 21 years of experience including prior executive positions with Renault, Avis Europe and Europcar.

“I am extremely pleased to have Eric as our new President of North America. He will bring a fresh perspective that will enable us to continue our growth and support of the industry, “states Imad Khalidi, CEO. Khalidi, CEO will now be able to better focus on the company’s international growth including their current offices in The UK, Europe, China, Australia and New Zealand.

Auto Europe offers worldwide car rental services, hotel services worldwide at 3, 4 & 5 star European properties and scheduled air departures including business class, from all major U.S. cities to Europe. For more information, contact (800) 223-5555.

Auto Europe Expands Their Global Presence To 130 Countries Auto Europe, a leader in European car rental services for over 56 years, has now added their 130th country to their growing roster of locations. In addition to Europe, Auto Europe also offers car rental services within North America, South and Central America, South Africa, Australia, New Zealand, Central Asia and the Near East. We offer car rental services from Abu Dhabi, United Emirates, Suva, Fiji to Zacatecas, Mexico.

“Auto Europe is not just Europe and as we add more countries and services to our portfolio, it is imperative that agents realize that we are here for their every need”, states Eric Ledroux, President.

The goal of Auto Europe is to continuously expand not only our services globally, but to also add incremental new products such as our current expansion with chauffeur drive services, new domestic car rental and hotel packages, and portable GPS rentals with full country mapping.

Auto Europe services over 8,000 car rental locations in 130 countries worldwide. In addition, through their tour division, www.FlyInternational.com they 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 Auto Europe at (800) 223-5555. Visit their web site at www.autoeurope.com.

1.800.223.5555 • www.autoeurope.com 39 Commercial St., P.O. Box 7006, Portland, ME 04112

10 Social Media Marketing –

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By

Real Simple Strategy

Sherry Laskin, ACC

You can’t turn a corner without hearing it. From social networking gurus to your neighbor’s geeky kid, everyone is talking about the impact and potential of social media. The two most talked about and familiar services for marketing and promoting your business are of course, Twitter and Facebook.

If you are one of those travel agents who proudly proclaims, “I don’t need to learn this” or “I would rather use a telephone,” don’t skip out on me just yet. This article might help explain the world according to technology. Along the way, you might become inspired.

By Sherry Laskin, ACC NACTA Chapter Director, North & East Central Florida www.sherrylaskin.com

Social Media: It’s not just for kids anymore

Confused?

Before you even tackle your first tweet, it’s more important to know what these two phenomenal platforms are able to accomplish for you. This will help you better understand their farreaching potential to not only grow your business, but to engage and maintain relationships with new and repeat clients.

Think of using Twitter as if you were standing on a soapbox. In only 140 characters, you have an opportunity to broadcast your message to thousands of people. For example, you could broadcast information about where to get the best Chinese food in Paris — something unique and interesting.

A Facebook page, on the other hand, is where clients regularly go because they are dedicated to your brand. They can interact with you, other clients and anyone else who “likes” your page.

Facebook is more like a balanced one-on-one conversation (symmetrical) whereas Twitter is much more lopsided in its reach to people (asymmetrical).

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The Difference We’ve all seen the “Follow me on Twitter and Facebook” requests. Once someone clicks the follow or like button, then what?

Most people actively promoting their business/brand on Twitter and Facebook don’t have a clue as to the “then what.”

What happens is the most common mistake in a social marketing strategy: posting duplicate messages on Twitter and Facebook.

There needs to be a user-driven differentiation between the two most popular social platforms in the world. And there is.

Excuses, Excuses When I give social networking

presentations to agents, their most common reason for not using social media is that they don’t need to market on the internet. Why? Because their clients are older or don’t use Twitter or Facebook or they “just don’t have the time.”

My comments to this are:

1.

2.

3.

What happens when your older clients get too old to travel? Where will your next revenue stream come from?

How many parents and grandparents have been “forced” to sign up for a Facebook account just to keep in touch with their family?

Unless you want to retire, you need to also target a younger, upwardly mobile demographic. The destination wedding segment fits that description. Who doesn’t want to sell a wedding group to an all-inclusive resort?

Twitter is what you use to send people to your Facebook page.

4. We all have to spend time marketing our business. How

If Twitter captures the possible client who is intrigued by your knowledge, i.e. your “brand,” then your Facebook page should be where that same client develops, maintains and enjoys a relationship with your company.

The successful use of Twitter and Facebook will convert casual participants into core clients. There’s no cost, takes only minutes a day and yields measurable results.

This is the direction you should take when creating a social marketing strategy. It is important to differentiate the real purpose of Twitter and Facebook.

Travel Agent Professional

else would anyone know about us? Whether your business is entirely repeat and referral or you are new and looking to build your business, at some point you have had to market your brand/business.

Do you have a social marketing strategy in place? If not, you should start planning it today.

In my next articles, I will begin with the very basics of developing your brand through the social media giants, Twitter and Facebook.

My goal is to get you up and running by taking small steps towards a successful and well-balanced social marketing presence.

Confused about getting started on social media?

E-mail your questions to: mailto:sherry@sherrylaskin.com

12 Is Affiliating with a Host Agency http://issuu.com/action/page?page=1

By

Right Choice

Mary

the

Brutscher

for You?

Not many folks are in business just for the fun of it. While it’s nice to have fun in any work you do, finding the most profitable way to do business is extremely important. If you are new to the

Seeing a venue that Joel so lovingly started and nurtured,

travel industry, finding a good host to affiliate with can be an excellent decision. While you are focusing on growing your business and serving your customers, you will have the opportunity of starting at a higher level of commission than you would do if you

resurrected again is

chose to go it alone. Additionally, some of the larger

like finding a long lost

hosts offer some pretty amazing benefits to include

friend and it is another

marketing at low – or even no – cost.

Even those who are veterans of the industry have

way to keep him and

found that affiliating with a host can save them time

Lenore’s memory alive

and money because of the benefits and higher com-

and well.

missions. Some of these existing agencies are even small hosts themselves.

In the first of a series of host agent interviews, I spoke with Kimberly Sherrett, Senior Director of Business Development/Recruitment and Acquisitions

Contact information for Mary is mailto:cruisefacecruises@yahoo.com

for Travel Planners International (TPI).

November 2010

13 Mary Brutscher: Kimberly, I know that TPI has been in business for quite awhile now. What do you contribute to the continued success of TPI and how has it changed to keep up with the times?

Kimberly Sherrett: TPI has always strived to treat our agents with respect and dignity. It is a mutually beneficial relationship as we are all in business to succeed. We will do what it takes to provide our agents with the most innovative, cutting edge tools; strong supplier relationships; continuous training and education; business development; and the best support possible.

Since all members of our TPI support team have worked in the travel industry for many years, we are able to bring various levels of expertise to the table, with quality knowledge that can only help our ICs develop and grow their businesses.

As a host agency, we are very involved with multiple organizations that support the travel industry and the hosting model. This keeps us informed of the constant changes taking place.

Travel is a fun industry that is constantly evolving. So, we do our very best to stay in touch with what is going on to better serve our clients, which are our independent contractors. They, in turn, can then better serve their clients, bringing us full circle in the relationship.

MB: Can you tell me a little bit about the founders of TPI? KS: TPI was founded in 1988 by the Gagliano family and started as a tour operator. As it evolved into a travel agency, the family sat down and decided to bring on outside sales agents to sell travel

Travel Agent Professional

remotely. This of course, morphed into what is now our hosting program.

We no longer sell travel, but only support our agents. The company is still privately owned, with the Gaglianos leading our team.

MB: What are some of the benefits for agents who choose to align with TPI? KS: Being part of a nationally recognized and award winning, stable, industry leading host agency, with a clear vision of its future, TPI provides our agents with many benefits.

Our agents receive higher levels of commissions from our preferred suppliers. They have access to advanced technology, including the option of all 4 GDS’s, plus booking, invoicing and accounting tools which make their administration much easier to maintain.

We also offer several different commission level programs to choose from, dedicated support from a team of experts in the industry, a free consumer Web site, and we are members of Vacation.com, which gives our agents even stronger buying power for their clients.

Utilizing our expert tutelage, our agents can develop specialty niche markets. We also have a group coach on staff that works one on one with our agents to help them expand into the very lucrative group sales market!

Additionally, our marketing department offers multiple solutions for our ICs to stay in front of their clients, as well as logo design, web design and enhancement, and direct mail opportunities, both through TPI directly and Vacation.com’s Engagement Program.

14 Another benefit to joining TPI is our relationships with industry educators, which allow our agents to advance their travel knowledge, optimize their customer relationship management and define and refine their business development.

MB: Many agents are worried about losing their identities if they affiliate with a host. What can you tell these agents that would put their minds at ease?

KS: “Hosting� has various business models. A true host agency allows an independent contractor to maintain their own identity and client relationships. At TPI, we encourage our agents to create their own branding, by providing logo design services, marketing support, and business development through a partnership with BrandUCoaching.

act with other participants and take part in webinars and chats as well. Upon completion, the student would be offered the option of taking part in the TPI mentorship program.

We firmly believe that knowledge is power. By providing quality training at the beginning of an agent’s career, the odds are they will have a far more satisfying experience growing their travel business.

For those agents that have been working in the industry and are already established, we offer continuous education through our partnerships with The Travel Institute, ASTA, CLIA, Career Quest Training, Platinum Seminars, and BrandUCoaching.

We are very involved with our preferred supplier partners in regards to business development via live and archived Webinars, FAMS, and conferences. We encourage our ICs to take full advantage of the certification programs offered through The Travel Institute and CLIA.

MB: Does TPI offer any training programs?

KS: Absolutely! For a person that is new to the travel industry, we offer two different training programs.

The first one, My Travel Biz, is TPI owned and developed, utilizing the Travel Institute books and curriculum. This program is completely self paced and is great for those that would prefer to learn on their own. Upon completion, the student would then move into our Mentorship program which allows the student to actively work with an experienced agent.

The second program is offered through Career Quest Training. Here again, it is a self paced training program, but does have administrators and instructors. The CQT training program is supported by ASTA and allows the student to inter-

MB: Agents also have a concern of affiliating with a host who is out of their area and then missing out on local events, such as supplier training functions, ship inspections and so forth. How would you address these concerns?

KS: I always suggest to our agents to stay informed by reading the press, taking part in industry functions, and getting to know our preferred suppliers. TPI takes great care in publishing all information regarding FAMS and industry events on our agent-only platform, as well as in our bi-weekly newsletter that is sent out to our agents. We gather the information for the entire country and let our agents know what is available to them in their area.

November 2010

Lee Rosen President, Leisure Pops

Leisure Pops: A New Application from an Old Friend The Power of Pops

• • • •

Sell more preferred suppliers.

Sell more add-on products.

What is Leisure Pops?

L

eisure Pops is a point-of-sale,

merchandizing software application that runs on an agent’s desktop and

Earn more commissions.

helps travel agents to sell more preferred suppliers, more add-on products and more upgrades.

Better service your clients.

Leisure Pops runs in the background on an Agent's desktop and then “Pops” or reminds an agent via a pop

For more information go to www.leisurepops.com

up message of opportunities to better serve their client — as well as make more commissions.

16

‘

’

We are very proactive in our offerings to

accommodate the part time agent, full time

leisure agent, the store front owner, and the

Kimberly Sherrett

It used to be that the suppliers only took care of the “home” office. Things are changing and the suppliers are starting to recognize the independent contractor is here to stay. So they are adapting and making the information accessible to all agents, regardless of locations.

MB: A lot of agents have gone through a lot of changes and some tough times and are under tight budgets. Do you have different options that meet different budgets?

KS: TPI recognizes the struggles of making it through the recession. It has been very difficult for some agents to maintain the client relationships needed to support their business. We are very proactive in our offerings to accommodate the part time agent, full time leisure agent, the store front owner, and the corporate agent. Our pricing is competitive, giving all prospects several choices.

We have seen quite a few store fronts closing their doors as they could not keep up with the overhead. We understand that because they had to close the doors, does not mean the passion to sell travel is gone. We offer several different solutions that will not financially strap an IC’s budget.

MB: Do you have, or are you planning on offering a leads program?

corporate agent.

KS: We have recently partnered with Tripology for their basic lead generation program. All TPI agents have the ability to participate, regardless of experience level. This is a wonderful program for building one’s business.

We have also developed and just recently launched Leads Direct, which are free leads to the agent, however, there are qualifiers involved as well as a closing ratio to be met. The Leads Direct program is an excellent program for those agents that have been working in the industry for a while but are having some difficulty with sales due to the recession.

MB: Is there anything else you would like to say to prospective agents?

KS: Now is the time to re-evaluate the way you are doing business. Realizing that a host agency can bring to you strong supplier relationships and very cost effective methods of doing business may be the best business decision an agent can make during these tough times. Partnering with the right host is just that — creating a true partnership that is mutually beneficial and rewarding.

Kimberly Sherrett can be contacted by E-mail, mailto:kimberleys@tpionline.com or by telephone at (800)631-3636 www.myhosttravelagency.com

November 2010

powering progress

Sabre, Sabre Travel Network, the Sabre Travel Network logo and “powering progress” are trademarks of an affiliate of Sabre Holdings Corporation. All other trademarks are the property of their respective owners. ©2010 Sabre Inc. All rights reserved. TMS-10-13345 1010

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By Scott

He l l o

Koepf

Do l l Y, Scott Koepf Vice President of Sales America’s Vacation Center/Avoya Travel www.americasvacationcenter.com

Hello Travel Agents!

Thank you for taking the time to read this column in this new and exciting publication. As I am passionate about helping travel agents become successful, I hope this entire publication and my different approach of writing will help you reach your goals!

You may ask, “Different, you say? Just how different, pray tell?” Well, I am not only passionate about travel but I also love the use of analogies to learn important points, so my columns will be full of them. However, you will most likely judge my ramblings based on whether you are a Broadway musical aficionado. I love musical theatre and each show holds applicable lessons to travel professionals that I will expound upon in my columns. So if you are not really familiar with Broadway musicals, may I invite you to join those of us who are crazy about them — and if you love them already, then maybe I will provide a unique view of your favorites!

November 2010

19 Hello Dolly

is one of the most famous and successful musicals of all time (as well as a wonderful movie with Babs). While watching a production of this classic recently in San Diego, I came to the conclusion that Dolly’s character is the personification of the ultimate travel agent!

The similarity is so strong, and the lessons so clear, that I will actually spin this analogy across two columns.

her decision to go to market. In other words, to be successful you have to embrace the changes and boldly proclaim the value you provide.

The value Dolly brought to the market is also uncanny in its similarity to what travel agents do — everything! While she seems to have a business card to fulfill every need, her basic job seems to be to create happiness! Sound familiar — a travel agent’s job to a T! With confidence, preparation and passion, Dolly sings what might be an anthem for travel agents.

When we are introduced to Dolly Levi, we realize she is just starting to emerge from a period of mourning (she is a widow). That was my first clue that Dolly is the pure representation of a travel agent! In I have always been a woman who arranges things some ways, we are just now For the pleasure and the profit it derives…. emerging from our own period So I put my hand in here of mourning as we lost “the I put my hand in there! good ol’ days.” We have seen monumental change, whether you want to go back many years Her focus might be to help folks find love, but then or just a few. again, so is yours! You can help them experience the love of the one they are traveling with, love of Many folks inside and outside our industry predicted we would never emerge from our depressed the style in which they travel, love of the destinastate to become relevant again. But with the same tion they travel to and most importantly, love of indomitable spirit of Dolly, travel agents have the person “who put their hand in there” – in decided to come back and prove their worth. other words, loyalty to their travel agent.

I will say here that, unfortunately, not all agents are like Dolly. The key to Dolly’s resurgence is the fact that she simply decided the world needed her, and so you must do the same thing and be convinced that your service is needed and wanted! She learned from the past, as we have, but then made

Travel Agent Professional

You may not have multiple business cards, but you certainly wear many hats, from psychologist to financial analyst to cheerleader to best friend. Your clients will now sing slightly modified lyrics to “It takes a woman” due to your exceptional ability.

20 Yes, it takes an Agent A real Agent To bring you the sweet things in life!

And if the sound of Walter Matthau’s voice singing this doesn’t motivate you, then think about what happens to clients when you mesmerize them with the picture of what you will help bring to reality. Dolly paints a picture (the ultimate sales technique) to two young innocent gentlemen that has them packing their bags and ready to go:

Out There There’s a world outside of Yonkers (insert town here!)

Way out beyond this hick town, Barnaby (insert client name here!)

There’s a slick town, Barnaby

Out There Full of Shine and full of sparkle Close your eyes and see it glisten, Barnaby Listen, Barnaby!

Put on your Sunday clothes, there’s lots of world out there…

When you paint the picture, your clients will not only catch the vision, but they will sing about it (you may think I live in a fantasy world, but if you mess with me my pet unicorn will get you). Okay, it is an analogy — but even if they do not sing a tune, they will catch the enthusiasm you have and share the excitement.

However, even Dolly has to overcome objections just like you do. She may have painted the vision and they may be sold, but with time, a doubt or concern will pop up. In travel, it could be many things, so just like Dolly, we have to be prepared.

The gentlemen were excited to travel, but did not know how to dance, so when objections come your way, you simply need to provide the solu-

tions. As is usually the case, an objection can be turned into a highlight if you are ready to handle it. In short order, the non-dancers are singing: Well my heart is about to burst My head is about to pop And now that I’m dancing who cares if I ever stop!

Dolly was simply a master at showing people how to find happiness. You can have the same impact.

Just follow her lead and learn how to get your clients to sing along.

In the next issue, we will continue to see why Dolly is the ultimate travel agent!

November 2010

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