Travel Agent Professional Nov 2013

Travel Agent Professional November 2013 Issue 26

The Cotswolds:

England’s Travel Less, See More Destination

By Paull Tickner

1

N

ovember

64 ­

The Loyalty Factor: Not Just Gaining Clients, But Keeping Them

http://issuu.com/action/page?page=6

http://issuu.com/action/page?page=10

One Ringy Dingy...Two Ringing Dingy By­Les-Lee­Roland Owner­of­The­Package­Deal

The Thinks You Can Think

By­Scott­Koepf http://issuu.com/action/page?page=14

Vice­President­of­Sales­Avoya­Travel/American­Express

Conversing With Carnival Rusty­Pickett,­ECC

http://issuu.com/action/page?page=18

18

Shellback­Cruises­

The Cotswolds: England’s Travel Less, See More Destination By­Paull­Tickner

Showcase Auto Europe .............................................22 Expedia CruiseShipCenters .......................24 OASIS .......................................................11

Ad Index

Cover Art: Blenheim Palace Garden

Auto Europe .....................IFC, 23, 25

Meridian Travel .............................10

Avoya Travel/American Express.....15

Royal Caribbean Line....................BC

Britain Greatdays.............................3

Travel Experts, Inc. ........................15

HostTravelAgency.com .................13

Travelsavers...................................17

Travel Agent Professional

2013

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TAP

68 12 16

By­Cindy­Bertram Cindy's­Inside­Cruise­&­Travel­Track,­LLC

Travel Agent Professional November 2013 Issue 26

Travel Agent Professional P.O. Box 120198 Staten Island, NY 10312 E-mail: info@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 Rusty Pickett, ECC Shellback Cruises www.shellbackcruises.com Les-Lee Roland Owner of The Package Deal Scott Koepf Vice President of Sales Avoya Travel/ America’s Vacation Center www.joinavoya.com/default.cfm?ref=11583 Sherry Laskin, ACC Travel Writer/NACTA Webinar Moderator www.cruisemaven.com Paull Tickner, Creator of Special Interest Britain pjtickner@yahoo.co.uk www.greatdays.co.uk Cindy Bertram, Cindy’s Inside Cruise & Travel Track, LLC cindybert@att.net Sue Shapiro, President Shapiro Travel Resources sue.shapiro@gmail.com www.shapirotravelresources.com This online magazine is dedicated to the memory of Joel Abels, Travel Trade's editor and publisher. Joel and his life's work may be gone, but with your help it can live on.

Travel Agent Professional has its roots in Home Based Trade, the first magazine of its kind, started by Joel Abels in 2004. Joel and Lenore Abels ran Travel Trade for nearly half a century – it was started by her grandfather, John S. Lewis, and her father, Sidney Lewis, in 1929, and they took the publication over after her grandfather’s passing.

Under Joel’s direction, the company grew to be one of the travel agent industry’s leading publications, reaching more than 45,000 agents throughout North America. It spawned a famous series of trade shows and three monthly magazines – Cruise Trade, Tour Trade and Home Based Trade.

The Abels also garnered enormous respect – Joel received the Neal Award, called “the Pulitzer Prize of the business press,” for his hard-hitting editorials.

On a personal note, after working with Joel for over a decade and staying with him until the end, I grew to truly care for and respect the man.

He was like a second father to me. Joel was old school, he stood by his word and believed in his work. There will never be another.

While nobody can replace this industry legend, we’re hoping that this new publication, which reunites the original Home Based Trade editorial board, will be able to carry on his passion for travel and those who sell it.

Ann M. Hoek The­opinions­expressed­in­these­columns­are­solely­those­of­the­authors­and­do not­necessarily­reflect­the­views­of­Travel­Agent­Professional.

November 2013

Welcome to the exciting world of Special Interest Britain, which will help you to identify, develop and convert untapped sources of new business into high yield, customised groups, both large and small.

We’re the experts you’ve been looking for if your niche markets include: •

Girls Getaways

•

3-6 night itineraries to London, Bath & the Cotswolds; quilting, embroidery and needlework.

•

Garden clubs; herb, rose and other specialist societies; Master Gardeners; flower arrangers.

•

Regular and specialist bookstores for murder/mystery; friends of libraries; English teachers.

The Performing Arts

•

Fund raisers for friends of the theatre, symphony, and opera; Gilbert and Sullivan societies.

The Visual Arts

•

Museums and art galleries; watercolour painters; continuing education college.

Christian Heritage

•

Episcopal, Baptist, Catholic, Methodist and Presbyterian choirs and congregations.

Family travel

•

Tailor made itineraries to London and the countryside.

Pre and post cruise extensions

•

Add-ons for Southampton, Dover and Harwich arrivals and departures

Gardens, Stately Homes and Castles Literary Britain

The Great Outdoors

Golf, cycling, walking, steam train enthusiasts.

For over 35 years, we’ve been gaining EXPERIENCE through designing and operating often complex tailor made programmes and we have acquired an almost encyclopedic KNOWLEDGE of Britain, both on and off the beaten track. We also have a very long list of UK/Ireland CONNECTIONS who deliver those special touches to your chosen itineraries, and some GREAT RATES thanks to our handling over 80,000 passengers each year.

Our tours carry three distinctive hall marks: •

They TRAVEL LESS so that your customers can SEE MORE

•

Are often for SMALL GROUPS of 15-20 people

•

Are enhanced by memorable VALUE ADDED EXPERIENCES

As everything we do is designed to meet your client’s interests, time frame and budget, let’s start talking about how we can help you to harness the potential from your chosen niche market(s).

For further information please email: pjtickner@yahoo.co.uk

Greatdays UK Incoming

where travel agents ALWAYS come first Offices in London and Manchester, Great Britain Tel: +44 161 928 9286 Fax: +44 161 928 9911 www.greatdays.co.uk

4

The Loyalty Factor:

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

Building a Relationship: Over the years,

I’ve managed to successfully build

some strong business relationships, and in many cases, these are with business people I’ve only met a few times.

A perfect example is a business relationship I’ve created with a well-known Chicago business owner and television personality.

Tim and I first met in 2005 when he spoke at a Chicago marketing association. We talked afterwards, and have kept in touch since then. From day one, it’s never been

By Cindy Bertram Cindy's Inside Cruise & Travel Track, LLC Being successful in business today doesn’t just involve ways to get new

about what’s in it for him or what’s in it for me.

Over the seven years that I’ve known Tim, we’ve actually only seen each other about six times. Two were speaking events where I was able to arrange for Tim to be a keynote speaker.

But he’s helped me and I’ve helped him over that stretch of

clients. It’s about keeping the good

time. If he has a need he’ll reach out to me, and if I need help

clients and creating that customer

on something, he’s an E-mail or text away.

loyalty factor. We hear statistics about how four out of five people might not go back to the same travel professional to book their next trip and wonder,

My point? The same business relationship style I have with my business colleague Tim is the same way I work when it comes to everything else, including my travel industry business colleagues and their teams.

“Why?” What steps can we take to make sure we get clients to come back, and not

If something comes up that they need to be aware of, I let them know. If I need some help on something, I know I can graciously ask for their input. And having those

just book once, but again and again?

trusted, genuine relationships are invaluable when it

There’s no magic wand we can use, but

comes to straightening out problems, or being a miracle

it really gets down to a few key things.

worker for clients.

November 2013

5

Not Just Gaining Clients, But Keeping Them It’s About Them, Not

You

For me, one of the best examples of getting to know

right length, and something that would be within their

your clients occurred several years ago. The first time

budget were top priorities. But when they walked out,

Marilyn and Bob came into the agency I was working at, you

even Bob actually seemed a little excited.

could tell Marilyn practically had to drag Bob, her husband, along with her. She really wanted to take a cruise, but Bob

Normally when clients return from their trips, I always

really didn’t seem to be that interested. He was there

call them to see how things went and welcome them

because “he had to be there.” They hadn’t really travelled

back. In this case, Bob beat me to the punch, so to

that much, but now that their daughters were grown up

speak. The morning after they got back from their

and out of the house, they had a little more freedom.

cruise, Bob came strolling into the agency with a big smile on his face. He was wearing a brand new tropi-

We took a lot of time with the booking because it was

cal shirt (one bought it on the trip) and announced

going to be their very first cruise. They liked more of a

happily, “Ask me anything... I know it all!”

casual atmosphere, but being first-time cruisers, they wanted to make sure they weren’t “locked in a closet”

Did they come back and book again and again? Yes. And

so to speak (inside staterooms.) Making sure the cruise

they also started having some of their friends come

line and ship would be a good fit, along with being the

along with them, and had me handle all their bookings.

Get To Know Your Clients’

‘Hot Buttons’

Yes, it’s important to really know your clients from the inside and out. Special anniversaries, work schedules, their families’ birthdays and milestone celebrations are the ones that come up any time we talk about getting to know clients.

But another is knowing their “hot buttons” - something that is especially important to someone. For instance, if someone prefers to have nonstop flights, enjoys that balcony view, or prefers a bit more of a hands-on trip rather than a “relax, take in the sights and enjoy” trip – these are their “hot buttons.” Once again, it’s important to learn those things about your clients. (continued on page 6)

Travel Agent Professional

6

Make Sure Your Clients Aren’t

Just a Number

Our clients

also need to know that they’re

when developing that ongoing, genuine relationship.

not just one of many. They’re “not just a number,” so to speak. How many times have you dealt with a

One of the examples I like to share involves General

company and realized they’re treating you like a

Motors. Yes, they send out mass mailers, and one I

“tracking number”? I run into that and being a people-

received a few years ago (I still have it) was a

oriented person, it does irritate me. Once again,

reminder on a recommended battery replacement for

that’s one of my “hot buttons.”

my car. The problem? I had traded off that 2005 car in 2008 for a brand new car, still a GM model. I have

Making sure your clients know you care about them,

to laugh about it, but it gets down to the fact that “I

know them and understand them is a critical part

was just a number” and they really didn’t know me.

Be There When They Need You As far as being there when clients need us, that’s also where we excel. And for me, a great example is a continuation of the Bob and Marilyn story.

After the tragedy of 9/11, Bob really wasn’t comfortable about traveling. It took him a few years to get comfortable about flying again. However, Marilyn really wanted to take another cruise and finally talked him into it. They decided to fly while their friends decided to drive down.

They got in a day early before the ship departed and their hotel room wasn’t available yet. Instead of leaving luggage with the bell captain, they put everything in their friends’ van and went to a mall to do some shopping. While at this mall, the van was broken into and many key things were stolen, including medications.

Marilyn called me frantically from an emergency clinic they went to in an attempt to get the needed medications refilled. They made the decision to fly home rather than take the cruise. Luckily, they had taken insurance, and after they returned, I sat down with them and helped them fill out the needed paperwork to get a refund on the cruise.

November 2013

7 Understand How People Like to Be Reached My business colleague Tim is really more of a text and E-mail kind of person.

Another business friend is strictly a “text me” guy. But a long-time client of mine who I recently reconnected with really prefers a phone call.

So understanding how people like to be reached is also critical when it comes to building that long-time relationship.

It Takes Time to

Build Loyalty

Loyalty isn’t built in a day and another way to look at this is what drives our loyalty to certain products, people and professionals. We like the way we’re treated - being a phone call or E-mail or text message away, not being treated as a number, having our “hot buttons” considered, and being made to feel like we are important. If we take that and translate it into how we run our businesses and treat our clients, it will create and build loyalty and repeat business.

Travel Agent Professional

8

One Ringy Dingy...

B y L e s - L e e

This is a story of the government

R o l a n d

shutdown, but it’s not about politics.

It’s about how many times you have to make a phone call to the same supplier and get a different answer each time.

Les-Lee Roland Owner of The Package Deal

Let me break this down.

I had a small group of cabins booked on Carnival for

learned that no one could find the documents. They

a family gathering for my clients. The patriarch invit-

acknowledged they were received, just could not be

ed his siblings, adult kids and even family from Italy.

found.

As Carnival reduced its rates, the new cabin costs

I called Carnival, explained the situation, and asked if

meant a much lower commission. Granted, that’s

we could change the cabin and put it in someone

part of working in this business.

else’s name.

Then, I got a phone call that would fill any agent with

I even asked, to be totally upfront, what would hap-

dread. The matriarch is from Brazil, and she had sent

pen if we kept the patriarch’s name on the booking

all her soon-to-be expired documents in to the

and changed his wife’s name to that of his step-

American authority for updating. Then, the U.S. gov-

daughter. Her Brazilian passport was in order. Yes,

ernment shut down because of budget disputes.

for a $50 name change it could be done.

After waiting patiently for the politicians to compro-

I asked what would happen then if he was a no-show

mise, no documents arrived. Many calls later, I

— if he didn’t come and left his wife at home. In that

November 2013

9

Two Ringing Dingy case, I was told, the stepdaughter would be denied

a great time, and they want to book an even larger

boarding without him — even though two people in

group for next year.

the cabin have been paid for.

Everything went smoothly — except for one more Twice I called, and asked for a no-penalty change,

phone call I received less than 24 hours before I

due to unforeseen circumstances that were not any

started typing this column. The niece who flew in

fault of the passenger — the government caused this

from Italy fell while disembarking the ship. The family

situation. I was told they should have had insurance. I

said they asked people at the port to help her and no

explained that insurance did not cover this, and since

one provided even a wheelchair. They had to cope

some of the passengers were residents of foreign

with taking her to the airport to catch their flight to

countries, it wasn’t available.

New York without assistance. Immediately, they went to the hospital, and she has a broken foot.

I asked if I could speak to someone higher up. I was told only to E-mail the administration department.

For all the hours I spent working on this small group,

However, I was warned they would only look at the E-

changing rates, changing names, researching passports

mails after the sailing date. Too late for this problem.

and visas and handling all their questions, my commission was less than my monthly electric bill. And I am

I called three times. I got three ridiculous answers.

supposed to love being a travel agent.

Finally on the fourth attempt, I got hold of someone

Not to single out one line for this kind of thing, have

who accidently took the call. He said all the previous

you ever had to call Princess with a problem, not just

answers were ridiculous. He allowed the stepdaugh-

a question? You can get to the reservations depart-

ter to book, for a $50 penalty, and no penalty what-

ment, but try asking to speak to a supervisor. It’s easi-

soever for the patriarch if he decided not to come.

er to call the White House. You’re put on hold, while the reservation agent who couldn’t deal with the situ-

He was shocked at the ineptness of the agents on the

ation contacts a supervisor to relay the problem and

phone and he admitted they need proper training.

then supply you with the answer. Most times, the

They should have just told me that they don’t know

answer is still not clear, because she didn’t explain

the answer but could direct me to the proper

the situation they way you stated it.

department, not tell me to E-mail any questions.

I want to know if that supervisor is in a closed, prisThe bottom line is the patriarch went, everyone had

tine area, protected from all the nasty agents (continued on page 10)

Travel Agent Professional

10 throughout the U.S. Yes, they probably get tons of

told one of those day workers/greeters hired to

calls. Yes, the reservation agent may only have basic

keep the lines going, that I was not feeling well. I had

knowledge and is not trained for anything else. For

a bad leg, was feeling a little woozy, and asked if he

them it works, for me, it’s just too time-consuming.

could hand me the one piece of luggage just over

And when my time is consumed, I cannot use that

the roped area, so I could lean on it to roll it out.

time to service my clients and SELL, SELL, SELL. He told me that “it’s your problem, you should have When I call a dreaded airline, and ask to speak to a

asked for a wheelchair to get you off the ship.” Plus

supervisor to work out a problem, it’s done on a

his additional remark, “You look too young to have

one-to-one call. That’s what they are there for.

that kind of problem.”

And to go round circle from where I started. I had

You guessed it, I walked the distance and as I was

an accident disembarking from a Princess ship in Ft.

lifting the luggage, I did fall, injuring not just my leg,

Lauderdale. As I was walking toward the baggage, I

but my hip. Other passengers came to my rescue, while the person I spoke to before changed positions with another person, to prevent me from pointing him out.

I made a statement to someone from Princess — the clipboard worker. I told her my clients were waiting for me for the hired transportation, and I had to leave, otherwise I would not have a car to get back to Sarasota.

Upon return, I immediately got medical attention. I also contacted Princess numerous times with a com-

Full Service Travel Agency Sell Travel at Your Own Pace NO Startup or Expensive Fees NO Micro-Managing of Your Business Member of TRAVELSAVERS IC Agents Paid Once a Month

plaint. Their lack of interest didn’t surprise me. They never addressed the situation, and send me a note hoping I would have a better time on my next Princess cruise.

I haven’t been back, and haven’t booked a group with them, either.

EXPERIENCED AGENTS ONLY. CALL TODAY FOR MORE DETAILS AND COMMISSION 800-577-8855 • www.TravelWithMeridian.com

The­opinions­expressed­in­these­columns­are­solely­those­of­the authors­and­do­not­necessarily­reflect­the­views­of­ Travel­Agent­Professional.

November 2013

Showcase Registration for the OASIS 2013 Sales Meeting Exceeds Expectations OASIS 40% Growth Sets New Record These events are perfect to help jump start the year ahead and to empower agents for the busy January – March booking season.

Registration for the fourth annual OASIS Sales Meeting & Get-Together is underway. “Attendance at the OASIS meeting has doubled every year and we are seeing that trend continue. We are already 25% ahead of last year at this time,” stated OASIS Vice President of Business Development Kelly Bergin.

The event, to be held November 13, 2013 at the New Tropicana in Las Vegas, precedes the Signature Travel Network Sales Meeting & Tradeshow, set for November 14 – 16. "By attending both meetings back-to-back, agents receive exclusive OASIS training and proprietary professional tools that can be applied immediately,” added Bergin. “These events are perfect to help jump start the year ahead and to empower agents for the busy January – March booking season."

OASIS has just reported 40% growth during the first three quarters of 2013, over the same period in 2012.

Many new agents have joined OASIS, contributing to its growth and the increase in registration for the OASIS meeting.

The OASIS meeting, which is free, includes breakfast, coffee break snacks and lunch. G Adventures and Europe Express, new preferred suppliers for OASIS, will host a cocktail party following the Nov. 13th meeting.

The social time gives agents an opportunity to become acquainted with one another for networking and future events.

Highlights of the meeting include: Announcing OASIS Agent of the Year; Social media guru Margie Jordan will present “How Facebook Ads Can Grow Your Business,” and how simple FB ads can add fans that want what you sell. Margie will also review new FB updates; Advaia, OASIS web development team, will announce new website enhancements and promotion; Alisa Morgan, Internet Solutions Manager for Signature Travel Network will discuss new technology enhancements and the marketing options available to OASIS agents; Eddie Woodham, NACTA South Florida Director, and Bob Duglin, NACTA Vice President of Industry Affairs will deliver an informational presentation about NACTA. The Signature meeting, which begins on November 14th, immediately after the OASIS meeting, includes breakout sessions, meal events and educational programs from social media experts including Sophie Bujold and Nolan Burris. We are especially pleased that Shawn Achor will be the keynote speaker. In 2012, Shawn’s research on happiness made the cover of Harvard Business Review. His new lecture called “The Happiness Advantage” began airing on PBS stations nationwide.

OASIS, the Outside Agents Sales Integration System, is a division of Smart Travel Group of Boca Raton, Florida.

For more information about OASIS Agent visit www.OasisAgent.com or contact Kelly Bergin at 800-613-8380 extension 120, or by email at kelly@oasisagent.com Travel Agent Professional

12

The Thinks You

By Scott Koepf

Differentiation.

Customize.

Focus.

Specialize.

Can Think

This will not be the first or the last article you read that uses those terms.

I think there is universal agreement that success as a travel agent will require that you create a niche that is awe inspiring.

Some simply rely on their stellar personality. Others say that their extensive personal travel experiences create an auto-

Scott Koepf VP of Sales Avoya Travel/American Express www.JoinAvoya.com

matic consumer appeal. However, the most common answer to the question of

As a source of inspiration, musical theatre seems to always

what makes you, as a travel agent, the

offer solid advice for all business challenges (if that surprises

clear choice for customers is great ser-

you then you have not been reading my articles!). One musi-

vice. You may indeed have all of those

cal celebrates one of the most creative and way out of the

advantages and more! Congratulations,

box thinkers in history and the show starts with this song:

you are unique, just like everyone else!

Oh,­the­thinks­you­can­think!

Make no mistake, you are unique and do

Oh,­the­thinks­you­can­think

have something different to bring to the

If­you’re­willing­to­try.­.­.­

market and to your customers. The problem is not what you offer. The prob-

Think­invisible­ink!

lem is how you package that message

Or­a­gink­with­a­stink!

and let the world know about the excep-

Or­a­stair­to­the­sky.­.­.­

tional wonderfulness of you! This

If­you­open­your­mind,

requires a creative approach where the

Oh,­the­thinks­you­will­find

clichés of pushing envelopes and getting

Lining­up­to­get­loose.­.­.­

out of boxes will change your business.

Oh,­the­thinks­you­can­think When­you­think­about.­.­.­ (continued on page 14)

November 2013

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Differentiation Customize Focus Specialize

14 The amazing Dr. Seuss saw (and drew) things that most of us would never have thought would resonate with kids the way his books do.

The musical Seussical is a magical fantasy journey through the world of the good doctor and the clear message is that creativity is memorable!

So the question to you is how are you positioning yourself as exceptionally memorable? The Cat and the Hat and Horton are not just unique. They are so fantastic that kids (and adults like me) talk about them for years. For you to be as memorable as they are, it does not just happen by chance but takes a conscious effort to determine your unforgettable position in the marketplace. Another way to say that, according to the Doctor, is you have to be a thinker who thinks!

We live in a busy world that values activity as much as accomplishment and being overwhelmed is a badge of honor. However, to be at the top of the who’s who in Whoville, you need to stop and just think! Take your time, write ideas down, and find inspiration in what you already do or what you want to be. Or if you are like me, singing will get your mind churning, so you can continue the song started above: Oh,­the­thinks­you­can­think!

Any­thinker­who­thinks Can­come­up­with­a­few!

You­think­You­think And­think­and­think­and­think­and­think and­think And­think­and­think­and­think­and­think and­think And­think­and­think­and­think­and­think and­think And­think­and­think­and­think! and­think!

While the lyrics are repetitive, they make the point emphatically that when you think you can create anything! So do some real thinking which will fuel your creativity to create a brand as well-known as, well, Sam I am!

November 2013

Travel Agent Professional

16 By Rusty

Conversing With Carnival

Pickett,

ture know, they play significant games with the pricing to try and attract or fool both agents and direct bookings.

This is another victory for agents.

ECC

They offered a number of cost-free fam cruises to agents. This will do little to help agents sell the product, as there is little new brand knowledge to be gained.

Agents are again moving toward the forefront of brand mass marketing. Since the line was slowly heading down the path of the old Renaissance Cruises, this was a necesRusty Pickett, ECC Shellback Cruises www.shellbackcruises.com

sary step to overcome the Triumph issue. Agents sell better than the Web or the line’s own vacation planners.

That’s what they do.

But in all the discussion, Carnival has missed the point

Several weeks ago, I attended one of the countrywide

entirely — what agents are interested in is commissions. No

Carnival Conversations on board the Carnival Fantasy here

matter what the product, agents are not going to put it at

in Charleston. I have to say it was an impressive group of

the forefront of the supplier list unless they are incentivized.

executives who made the session both meaningful and informative, but I am not sure how much good it will do.

As we all know, Carnival has an image problem with agents — their commitment to us has been questionable in the recent past. Here is my take on those Conversations and their results.

Carnival is currently run by financial guys — determined defenders of the bottom line. Carnival’s previous growth and excellence was executed by sales and marketing guys — people folks, for lack of a better word.

The Carnival cruise fare structure versus non-commissionable fees is almost an insult. If they really want agents to sell

The Carnival Triumph mechanical issue caused a PR

Carnival, make it worthwhile. The sales and marketing folks

nightmare. It was poorly handled from the top. To have

need to be standing up and screaming at company meetings.

been successful, the company president should have

Their bottom line is killing agent sales. I just sold a 5-night

flown aboard to witness the actual conditions. Had he

cruise out of Charleston for $428.19. My commission is $10

done so, he might have made a different decision on

(2.33% of the total cruise cost). So, why should I sell Carnival?

where to tie up the ship for disembarkation. It will take a

We will have to see where this ends — my expecta-

long time to disassociate the brand from this disaster.

tion is that not much of substance will change. The cur-

Carnival is reprinting hard copy brochures that had

rent restructurings are moving Carnival back in line with

been eliminated for cost saving measures. This significantly

their peers, but doing nothing to differentiate Carnival

reduced the tangible resources available to agents. Folks

from other more agent-friendly suppliers.

still like hard copy.

They have restructured/simplified their fare structure.

As any of us know who have studied their old fare struc-

The­opinions­expressed­in­these­columns­are­solely­those­of­the authors­and­do­not­necessarily­reflect­the­views­of­ Travel­Agent­Professional.

November 2013

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18 B y P a u l l

The Cotswolds: England’s Travel Less, See More Destination

T i c k n e r

Having been lucky enough to have lived in Chipping Campden for over five years, it’s a corner of England I’ve come to know quite well.

I’ve also come to appreciate that the region is a perfect match for any travel planner who’s looking for a “travel less, see more” location that’s packed with value-added things to see and do.

Paull Tickner, creator of Special Interest Britain, is affiliated with the Greatdays Travel Group. For over 30 years, he has been developing and operating customised niche travel programs for the United Kingdom and Ireland. For more information, visit his Web site at http://www.greatdays.co.uk/ and E-mail him at pjtickner@yahoo.co.uk

November 2013

19 Accessed from London through the university city of

The Cotswolds delivers everything it says on the tin

Oxford, with Bath to the west and Stratford upon Avon

whether

to the north, the region is bordered by the M4, M50 and

Heathrow/Gatwick or cruising in/out of Southampton or

M40 motorways. This means the Cotswolds ticks all the

Harwich. Dover’s just a bit further but very doable. For

boxes for anyone looking for a 3- to 5-night close

those who can access United’s non-stop service from

encounter with England from just the one base.

Newark to Birmingham, the northern Cotswolds are just

your

clients

are

flying

in/out

of

45 minutes away. Check your map of England and see As a region, it’s all that your clients are looking for –

how right I am!

stately homes and castles, gardens both large and small, cathedrals and abbeys, tearooms and pubs, country mar-

To get the best out of the area and with the Wave sea-

kets, antique fairs and auction rooms.

son about to take off, think of those anglophile clients who might like to be met by a driver guide and taken via

It’s associated with William Shakespeare (Stratford upon

Salisbury Cathedral and the ancient stone circle at

Avon, which will be observing the 450th anniversary of

Avebury (an alternative for those who have already seen

his birth in 2014), Jane Austen (Bath), Harry Potter, Alice

Stonehenge) to a small country house hotel in a pic-

in Wonderland and Inspector Morse (all Oxford.)

turesque Cotswold market town.

(continued on page 20)

Travel Agent Professional

20 With this as their base, they can then look forward to a customized 3-4 night program that’s full of privately owned gardens, tearooms, pubs (with the beer served at the correct temperature), cathedrals for Choral Evensong and a 15th century (or older) parish church for Sunday Worship with the locals.

Add in great castles like those at Sudeley and Berkeley and on the way back to London, include treasure-filled Blenheim Palace or Waddesdon Manor.

No one rushes about in the Cotswolds and neither should your clients. Pace each day so that they can enjoy people watching over a second cup of coffee, a longer pub lunch and an extra scone with their traditional English Afternoon Tea.

famous Naked Gardeners), the National Arboretum at Westonbirt and the unique Rococo garden at Painswick.

While all of the above works well for independent travelers flying or cruising in/out of the U.K., it becomes even

In the northern half, there’s Hidcote Manor and the

more profitable when applied to a small group of 12-15

award-winning gardens at Sudeley Castle, Broughton

people.

House and Kiftsgate Court.

If Girls Getaways are your chosen niche, they’ll love what

The trick with garden tours is the imaginative blending of

can be arranged for them in the Cotswolds. You can talk

these magnificent places with the smaller, rarely open

to them about a tea room tour that includes instruction

properties that can be found all over the region. A good

on how to correctly prepare and serve English afternoon

central hub for a Cotswolds garden tour would be the

tea (which will impress their friends when they return

Regency spa town of Cheltenham.

home). If their husbands come along as well, a parallel program can be set up with visits to traditional and

For honeymoon couples or clients who fancy touring the

micro-breweries.

area in a Morgan sports car, there’s the Romantic Road, which is a 2-day journey through wide upland landscapes

The area is packed with gardens both large and small,

and hidden honey-colored stone hamlets, timeless villages

making it a top class destination for tours before or after

and bustling market towns complete with ancient manor

the Chelsea Flower Show (May 20-24, 2014) or the col-

houses and churches, traditional coaching inns and

orful and fragrant Hampton Court Flower Show (July 8-

atmospheric tea rooms.

13, 2014).

This is the Cotswolds, a place where you can travel less, In the southern Cotswolds, you’ll find internationally

see and enjoy memorable, value-added English experi-

renowned gardens like the Abbey House (home to the

ences.

November 2013

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November 2013

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