In the last 10 years or so, the travel industry has seen more major changes than in any other time since travelers starting using the services of a travel agent for travel bookings.
We’ve seen the airlines cut commission, followed by no commission and ending with agents PAYING the airlines to book a ticket!
We’ve seen the cruise industry explode and commissions soar, to be followed by slightly lower commissions and higher NCFs.
We’ve survived 9/11, SARs, and Norwalk, followed by bird flu and hurricanes.
We’ve found it even more tedious in our booking of travel products with the increased security, passport requirements and travel warnings.
Agents have flocked to offices based in their homes in order to cut costs and have more freedom while at the same time proving themselves as legitimate — not only to the clients they were attempting to serve, but to the travel community as well.
The popularity of booking online with discounters was something that gave us all a run for our money, but we did survive and when the consumer came running back to the travel agent to get that extra service and security, we breathed a sigh of relief.
The relief didn’t last long though. Next we found ourselves competing with card mills, MLM schemes and others not interested in the career of selling travel products, but were instead out to make a fast buck and get discounted travel while at the same time, smearing the reputation of the legitimate travel agent. Still, most of us not only survived, but we came back stronger and more successful than before!
Now we face a new challenge due to economic fears, high gas prices and the mortgage crisis. Sales can decline, but today’s concerns can also lead to opportunities for you — the survivor, the focused, the determined and the travel agent of today!
I know from personal experience that the consumer gets tired of traveling to the same locations year after year, unless it is a particular destination, such as Disney. The Caribbean is one of those places. For those of you who are keeping up-to-date on cruise line itineraries, you will see that the European market is growing. Reasons for this include more Europeans choosing cruise vacations and the weak dollar.
A cruise/fly package to Europe can be a wonderful alternative to those who typically drive from some place such as New York to Miami and stay in hotels and stop to eat. Do a price comparison for these clients, and chances are this client will be willing to spend a few more dollars for the value of a Europe cruise.
For those clients who have tightened the budget a little bit more, learn about your own country! There is a vacation just waiting to happen, whether it is a cabin in the mountains, a beach vacation, a dude ranch or visiting national parks. Your commission won’t be as much, but you can certainly add a booking fee.
If the budget is still a bit too tight for any of those ideas, put together a package that will let your clients be a tourist in their own state, or even their own city. For example, when I was writing my articles on visiting Charleston, I contacted our local visitors and tourism bureau and told them what I needed. I got tickets to attractions in my area. I dined at local hotels or had a cup of coffee in a coffee shop that normally attracts visitors. We’ve even checked into a townhouse on the beach!
If you don’t live in a town or city that is normally a tourist attraction, there are other opportunities. Many clients love staying in a bed and breakfast for a few days and just getting away from things. If a large city is close by, put together an escape package that might include dinner reservations, hotel stay and a show. As stated, your commission on these things may not be huge, but when the tough times are past, your clients will remember the trouble you went through to give them a vacation!
Another opportunity: the family reunions that are close to cancelling because of the economy. If they are cruising, shorten the cruise. Work with the cruise line on getting as many amenities for the group as possible. Suggest a different date to cruise in order to take advantage of lower pricing.
Send them to Orlando — great for family reunions and get-togethers. My family has had many such events in Orlando and we always stay at a pool home! These sometimes have up to five and six bedrooms and all have had sofa sleepers as well. Even if the home is $200 a night (for larger homes), the cost is much lower than staying in a hotel. Not only do you save on the nightly room rate of several rooms, but you also save money by preparing your own meals.
Cut your costs of reaching these clients by taking advantage of low cost or free marketing. Advertise in a church bulletin, a homeowner’s association newsletter or small community newspaper. Sign up with a program such as MarketEaseOnline.com that provides FREE online, supplier provided content, newsletter marketing. Join a community program such as Kiwanis or Rotary.
I’ve talked to many people who may be trimming their spending and cutting their budgets, but the surprising thing is that they are STILL TRAVELING! They may be taking a four-night cruise instead of a seven night, or may be spending two days at Disney instead of five, but they are still taking vacations.
We too must trim our budgets and tighten our belts, but we are still in the business of travel and now is the time to rely on your education and knowledge of the travel industry and continue to guide your clients to a memorable vacation experience!