When Travel Plans Changed, Industry Veteran’s Knowledge Saved Him Money

When Jim Smith, CTIE, woke up Saturday, July 14, 2018, he realized that a variety of issues would prevent him from flying from his home in Florida to his former home, Long Island, to attend the last day of the Great South Bay Music Festival.

A music and concert industry veteran, Smith had frequently attended the event and celebrated with friends and musicians. Several months earlier he had booked a one-night stay at the LaQuinta Inns & Suites property near Long Island’s MacArthur Airport, through Booking.com.

“I’m not a fan of online travel companies, but I use them occasionally, to competitive shop and measure pre- and post-trip service levels by the online companies, just so I have a finger on the pulse of reality as it exists,” Smith said. That morning, he needed to cancel.

A printed confirmation from Booking.com said that Smith needed to cancel his reservation by 11:59 p.m. Friday night, otherwise he would be subject to a $199 cancellation fee.

In previous dealings, Smith had known that LaQuinta’s cancellation policy was 6 p.m. on the day of arrival. But the company had been purchased by Wyndham Worldwide earlier in the year, so he called the property directly to make certain the merger hadn’t initiated any changes.

“Someone at the front desk picked up, and I said, ‘Can I verify that none of your cancellation policies have changed? Can you pull up a reservation for me?’” Smith recalled. “They did, and greeted me by name. I asked them if I canceled right then, would there be any penalties.”

“No, Mr. Smith,” they told him. “You are within our cancellation period.”

After he got off the call with the property’s front desk, Smith sent an email to Booking.com’s customer service, asking them why there was a discrepancy in cancellation properties.

“They’ve never responded,” Smith told Travel Market Report. “But, they do keep sending me email promotions about a hotel I stayed at in Norcross, Georgia, a long time ago. So, I know their email works.”

Smith offered up his story as a cautionary tale to consumers who use online travel agencies, versus booking with an experienced agent.

“What my experience underscores is the importance and need for a professional travel advisor,” Smith. “Consumers are at the whim of companies and their stated policies, like hotel cancellations, when what they’re telling you isn’t true. And then, when you ask for clarification, you don’t even get a reply. Consumers need an experienced travel agent who knows what the rules and policies are, and one dedicated to going to bat for them when travel plans change.”

Travel Market Report contacted Booking.com to ask about Smith’s situation, and how their stated policies could be different than a lodging chain they list and sell. Booking.com did not reply before press time.

Eight Powerful Women in Travel Offer Eight Tips For New Travel Agents

Ongoing skills development is critical to success in any profession. But what if your career selling leisure travel is in its infancy? Where should you focus your business and professional development?
 
We put the question to eight of the most powerful and successful women in retail travel. If we were guilty of looking for a simplistic answer, they didn’t take the bait. As their responses suggest, no single skill or even set of skills is enough to create success in this multifaceted and demanding profession.
 
“Being a leisure travel advisor is a complex career. But it is a career that can be incredibly rewarding, as long as you are very organized and detail-oriented, an effective written and verbal communicator, a strong people-person with enthusiasm, the desire to provide service, an interest in travel and a desire to constantly learn about new places, destinations and product,” said Kimberly Wilson Wetty, co-president of Valerie Wilson Travel in New York.
 
Here’s some more advice from top female travel executives on how to build success as a leisure travel consultant.
 
1. Master the basics.
“The most basic skill is communication. I’ve always said, ‘She who calls a client back on time or responds to an email with clear information generally wins.’ Get to the point, be clear, remain professional, keep it personal, under-promise and over-deliver. Create your own system of organization so you stay on top of client projects. If you develop this early on, you will reap productivity gains as you grow your business. Never ignore your clients. Follow up on all the details and never assume something will get done for your customer unless you have it in writing. Get everything in writing.”
– Andi Mysza, president, MTravel, Montrose, CA
 
2. Learn to make connections. 
“Networking skills are a valuable tool in any business. Be approachable. Get your name out there and network with as many people as possible to grow your database. Get involved in local Chamber of Commerce programs; network at the local country club. Network while being very sales-focused and very service-oriented.”
– Kathryn Mazza-Burney, executive vice president, global sales, TRAVELSAVERS and The Affluent Traveler; president, NEST, Oyster Bay, NY
 
3. Focus on a specialty. 
“When you first start out, you need to focus as much as possible. Select a product that you can study and become an expert. By specializing in a product you differentiate yourself from the competition. Most importantly, experience the product you are selling. Take advantage of travel agent rates, fam trips and more. The best way to sell a product is to experience it firsthand and share those experiences with your customers. They will recognize and appreciate your authentic passion for the product.”
– Debbie Fiorino, senior vice president, CruiseOne/Dream Vacations and Cruises Inc., Wilmington, MA
 
4. Take advantage of training opportunities. 
“Get training and coaching early in your career. Attend programs like the Travel Institute Travel Academy; many TMCs have training programs as well. It is a great way to get acclimated, learn product and sales tools, plus build a professional network for yourself.”
– Kimberly Wilson Wetty, Valerie Wilson Travel
 
5. Get customers talking about what matters. 
“Really knowing your sales skills is key. It’s building a relationship and being able to converse. It’s probing about their needs and wants by asking open-ended questions and getting them focused. If you’re waiting for them to ask questions, you’ll lose them. Have them describe their last vacation, have them say what they liked and didn’t like so the picture is created and they’re doing the talking.”
– Elaine San Juan, director western region, leisure, Worldview Travel, Santa Ana, CA
 
6. Make the right match. 
“It is not enough to just learn about your client’s wants and needs. You have to ensure that you apply what you’ve learned and make the right vacation recommendations. Remember you are in the relationship business and your clients are your greatest asset. Do not treat a booking as a transaction. It is the opportunity to build an ongoing relationship that results in future bookings and referrals.”
– Jackie Friedman, president, Nexion, Southlake, TX

7. Develop your brand identity. 
“Create your own personal brand so people in your community start recognizing you as the go-to person for booking vacations. Determine what your value proposition is—why is someone going to book with you over someone else?—and communicate that to your customer base. The best way to do so is by becoming involved in your community.'
– Debbie Fiorino, Senior Vice President of CruiseOne/Dream Vacations and Cruises Inc., Wilmington, MA

8. Use technology creatively.“One of the most important skills a successful agent must possess is the ability to creatively adapt to new technologies without losing the personal touch. There are creative ways to use technology that will still feel high touch and personalized to your clients.”
– Claire Bennett, executive vice president, American Express Travel, New York

How to increase sales in a travel company? 8 tips for better sales performance

Increasing sale in a travel company is not an easy job. Everyone wants to sell more, but they often forget about the simple and small things that come from the customer. Bottom line, they are the ones we work for. Here are some tips of how to increase sale in a travel agency or a tour operator business.

1. Highlight the benefits of your product/service

Don’t try to be the same as your competitors, be unique and listen to your customers. Your customers will make you better – they are the reason you exist. Ask them to write a review of your product or service. This is a win-win situation, because customers will feel happy to be asked for an opinion, and you will get valuable information that can help you make new business ideas, plans, and actions.

2. Engage yourself in social media

All ages are united on social media networks and are building communities where they can talk about travel products, share experiences, say preferences, etc. With pictures, videos, questions or statuses you can encourage them to follow you. Use that kind of information and turn it into a valuable one. Listening to their comments and receiving feedback is helping you to be smarter, better and quicker!

3. Offer added value

The simplest thing you can do to increase your revenue per customer is adding a complementary offer to the experience. For example, offer lunch and dinner options to go along with it, or additional equipment hire. To do this well, you really need to know what your customers want. Think of an observatory tour operator, who offers private telescope viewing sessions. If it’s a couple who book a private viewing, you could offer a glass of wine and tapas prior to the viewing to make the experience more romantic. Be sure that your travel company software allows you simple management of complementary and special offers.

4. Package travel components to create unique travel products

Combine different products into a unique experience. Create a package and try to offer a better price by selling hotel, flight and activity together. This can be interesting for you and for your customers. A process of creating a package has to be fast and simple. With the help of a tour operator software, you can create a tour or a package in just a few steps.

5. Find a travel niche

One common path to success for many travel companies is establishing themselves in a niche market. Your travel niche doesn’t need to be complicated or rare. Niche travel means you are selling something that no one else sells, or that your product is different. That can mean you’re specializing in a certain demographic area, a type of travel, a destination and so on. This type of segmentation is rising in popularity around the world.

6. Integrate online booking software

It is a trend to sell travel packages online and you also can offer your visitors the option of bookings products online through your web page. Also, it is helpful to you to have 24/7 time to receive reservations. Providing your customers with a completely easy and safe way to both book and pay for your offerings online is a part of customer care policy.

7. Extend your B2B network

It is no big exclusive news that your business relationship with partners is very important. Business partners can help you reach new markets, new customers, get new ideas and so many more! Making a new B2B partner is just the tip of the iceberg, keeping one is something that really requires hard and honest work. Learn how to easily extend your B2B network.

8. Enhance your offer by doing integrations with GDS systems

A good way to be competitive is having the best possible rates on a worldwide range of high-quality transfer services, car rentals, attraction tickets and excursions. When having a travel software, this is possible through XML integration with different hotel systems (third-party systems). Combining different sources into a unique travel experience is the guarantee of your service.