This document is the September 2014 issue of Selling Travel, a magazine for travel trade professionals. It contains articles on developing skills in the travel industry, marketing techniques, and supplier information. The publisher, Steve Crowhurst, discusses generating new skills and knowledge in areas like destinations, safety, insurance, and customer service to improve business. He encourages agents to continually learn about world events and conditions that could impact travel. The issue also provides classifieds and advertisements from host agencies and suppliers.
Sales can be tough. It’s not for everyone. But it’s not just for extroverts. Nor is it just for people who didn’t go to college. In fact, some of the best salespeople I know are both highly analytical and highly intelligent. Regardless of your background or makeup, a career in sales offers incredible upside–both in personal development and in earning potential.
Sales can be tough. It’s not for everyone. But it’s not just for extroverts. Nor is it just for people who didn’t go to college. In fact, some of the best salespeople I know are both highly analytical and highly intelligent. Regardless of your background or makeup, a career in sales offers incredible upside–both in personal development and in earning potential.
a presentation delivered to HCT-Dubai about creating a business based on passion & one's desire to change the world...
The presentation is based on motion in clicks, hence; some of the slides make look unorganised due to the different format
This presentation takes you through a marketing process to attract ideal customers to your small business and gives you tips and resources to help you along the way
How to brand yourself and get your freelancing business out of the garageApprove Me
People looking to hire a freelancer are put into the same position; they don’t have time to individually examine each qualified person for an extended period of time. They’re going to pick the one who stands out the most.
Angie Kilbourne, ASA's manager of Web Operations, examines how the independent automotive repair and service shop can compete against the likes of automakers, chains and discount stores with some timely tips and cost-effective strategies.
Did you know as a registered Nonprofit or Charity you get $10,000/month in Google AdWords? That's right! In this presentation, you'll get step-by-step instructions on how to best take advantage of your free Google AdWords account. Presented by Jason Shim and Mark Hallman
Are you thinking how to start your own travel agency? At trawex, these are all the questions that, we have put a considerable measure of time and effort in answering.
Launch Your Marketing Career (LYMC) is a membership designed by award-winning Marketer Nina Christian to accelerate young marketers in the early stages of their career.
We believe that the world needs more great marketers and that every young marketer deserves the chance to build a career that inspires.
Branding Steps to Drive More Business, Raise Your Prices and Work with Customers That you Want To.
Presented by Branding & Success Mentor - Samantha Whittaker ( www.samanthawhittaker.com | @SuccessCoachSam )
Success in Sales and Marketing Part 1- BASIS Marketing TrainingKenny Ong
Part A: Success in Sales & Marketing begins with your own Potential (1 hour)
1. Attitude, Character, and Habits
2. Maximizing your Potential
3. Building Relationships and Networks
4. Sales & Marketing: Why both are important
Part B: Success in Marketing (30 mins)
1. Overview of Marketing Strategies and Concepts
2. Introduction to Different marketing Options: Mass/Indirect Marketing Techniques, Targeted/Direct Marketing Techniques, Guerilla and Word-of-Mouth Marketing
3. How to develop a “Total Marketing Plan” introduction
Part C: Success in Sales (1½ hours)
1. Sales Mindset
2. Laws of Selling
3. How to Influence other people
4. Tele-Sales Tips
5. Practical and Easy-To-Learn Techniques to increase sales
29 Simple Ways to Skyrocket Your Fitness Marketing ReportMauricio Cardenal
I’ve put together an infographic that you can use to improve your fitness marketing.
Whether you’re a:
– Gym Owner
– Crossfit Box Owner
– Personal trainer
– Bootcamp Owner
7 network marketing secrets to boost your self confidenceElaine Ross
Self confidence and a strong mindset is crucial to building a successful network marketing business Many network marketers use affirmations to encourage them and build confidence
a presentation delivered to HCT-Dubai about creating a business based on passion & one's desire to change the world...
The presentation is based on motion in clicks, hence; some of the slides make look unorganised due to the different format
This presentation takes you through a marketing process to attract ideal customers to your small business and gives you tips and resources to help you along the way
How to brand yourself and get your freelancing business out of the garageApprove Me
People looking to hire a freelancer are put into the same position; they don’t have time to individually examine each qualified person for an extended period of time. They’re going to pick the one who stands out the most.
Angie Kilbourne, ASA's manager of Web Operations, examines how the independent automotive repair and service shop can compete against the likes of automakers, chains and discount stores with some timely tips and cost-effective strategies.
Did you know as a registered Nonprofit or Charity you get $10,000/month in Google AdWords? That's right! In this presentation, you'll get step-by-step instructions on how to best take advantage of your free Google AdWords account. Presented by Jason Shim and Mark Hallman
Are you thinking how to start your own travel agency? At trawex, these are all the questions that, we have put a considerable measure of time and effort in answering.
Launch Your Marketing Career (LYMC) is a membership designed by award-winning Marketer Nina Christian to accelerate young marketers in the early stages of their career.
We believe that the world needs more great marketers and that every young marketer deserves the chance to build a career that inspires.
Branding Steps to Drive More Business, Raise Your Prices and Work with Customers That you Want To.
Presented by Branding & Success Mentor - Samantha Whittaker ( www.samanthawhittaker.com | @SuccessCoachSam )
Success in Sales and Marketing Part 1- BASIS Marketing TrainingKenny Ong
Part A: Success in Sales & Marketing begins with your own Potential (1 hour)
1. Attitude, Character, and Habits
2. Maximizing your Potential
3. Building Relationships and Networks
4. Sales & Marketing: Why both are important
Part B: Success in Marketing (30 mins)
1. Overview of Marketing Strategies and Concepts
2. Introduction to Different marketing Options: Mass/Indirect Marketing Techniques, Targeted/Direct Marketing Techniques, Guerilla and Word-of-Mouth Marketing
3. How to develop a “Total Marketing Plan” introduction
Part C: Success in Sales (1½ hours)
1. Sales Mindset
2. Laws of Selling
3. How to Influence other people
4. Tele-Sales Tips
5. Practical and Easy-To-Learn Techniques to increase sales
29 Simple Ways to Skyrocket Your Fitness Marketing ReportMauricio Cardenal
I’ve put together an infographic that you can use to improve your fitness marketing.
Whether you’re a:
– Gym Owner
– Crossfit Box Owner
– Personal trainer
– Bootcamp Owner
7 network marketing secrets to boost your self confidenceElaine Ross
Self confidence and a strong mindset is crucial to building a successful network marketing business Many network marketers use affirmations to encourage them and build confidence
The How To Magazine for Travel Trade Professionals. This issue focuses on how to shoot images locally to help you sell globally and of course, much, much more!
How Are You Different: Importance of a Strong Marketing MessageJennifer Saunders
The most important step in building a strong brand in a crowded marketplace is to find your unique voice. This presentation by Soapbox Marketing helps companies to articulate a strong message to the right audience on the web and in social media. Also shows some examples of what not to do on your website.
Would you have invested in Expedia 20 years ago? Of course; the time is now.
#businessdevelopment, #businessowners, #entrepreneurs, #franchise, #investment, #travel, #leadership, #coaches, #trainers, #mentors, #legacy, #leisuretravel, #travelpaysme, #wealthbuilders, #income, #residualincome
Learn how to turn your Vacation into a Paycation.
Dreams do come true. Learn how to earn additional income and travel for less.
To learn more about the Paycation Travel Opportunity go to: www.kprprofits.com OR email dreamtravelsbypatina@gmail.com OR call Patina at 678-216-7192.
Travel is the largest industry on the planet. It's proven, it's profitable and it works. Paycation travel is the marketing arm of Xstream Travel. Learn how to book travel and earn residual income in our industry leading compensation plan. Paycation Travel rocks and so does the Paycation Compensation Plan. Don't miss it--you will regret it later.
Paycation is part of the Priceline Partner Network
Hello Boss Kings & Queens!!!
As y'all see & know, I am an entrepreneur whose already learned how to make strides in an 8 Trillion Dollar Recession Proof Industry, "Travel!" Don't act like y'all don't see the movement!! It's happening!!!
I made a $30 investment & became a home based travel agent with access to over 133 vendors, over 477 tax writeoffs, a personalized website, discounts/perks, a complimentary vacation for 2 & SOOOO MUCH MORE & GUESS WHAT, I made my investment BACK IN LESS THAN 30 DAYS!!!
I'm looking to personally train those willing to experience the same success. Comment below for details #GetPaidToTravel
Call or text 248-972-8175 for more info or visit us at www.myevolutiontravel.com/royalheights
It's time to buckle up for what is sure to be an epic flight as we prepare for a safe landing at Content Marketing World in Cleveland, Ohio, USA this September 5-8. The Content Marketing Institute and TopRank Marketing teams once again will bring you a series of three #CMWorld conference ebooks showcasing some of our amazing speakers with their thoughtful advice on content marketing. Hang on for a fun ride - and we'll see you in September! (And be sure to listen to Joe Pulizzi's "message from your captain!" We had fun with this one.)
Q&A with the Responsible Travel Account Team – making the most of your member...Responsible Travel
Panel and Q&A with the Account Team – making the most of your membership. With Sophie, Shannon and Alison.
* Improving conversion
* Making A Difference sections (MADs) / Values
* Reviews
* Newsletter slots
* Travel Team Training
* Last minute and money off
How to Write A Great Bio for buskers, spruikers, product demonstrators, enter...Desley Cowley
Buskers, Spruikers, In Store Demonstrators, Visual Merchandisers, Cooking Demonstrators, Costumed Characters
Whether you decide to register for gigs Australia’s premier online directory for short term retail industry talent you'll get some ideas for writing your own bio from this brochure!
The Cherry Blossom season in Hunza begins in the second week of March and lasts until the end of April, varying with altitude. During this enchanting period, tourists from around the world flock to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates visitors.
About the Company:
The Cherry Blossom season in Hunza starts in the second week of March and extends until the end of April, depending on the altitude. During this enchanting period, tourists from around the globe travel to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates all who visit. For the best experience, join Hunza Adventure Tours, the top tour company in Pakistan, and immerse yourself in this breathtaking seasonal spectacle.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
4 DAYS MASAI MARA WILDEBEEST MIGRATION SAFARI TOUR PACKAGE KENYABush Troop Safari
Join our 4-day Masai Mara Wildebeest Migration Safari in Kenya. Witness the incredible wildebeest migration, enjoy exciting game drives, and stay in comfortable lodges. Get up close and personal with one of nature's most amazing exhibits! Book Your Safari Today at - https://bushtroop-safaris.com/
Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
Exploring Montreal's Artistic Heritage Top Art Galleries and Museums to VisitSpade & Palacio Tours
Montreal boasts a vibrant artistic heritage, showcased in its top art galleries and museums. From the expansive collections at the Montreal Museum of Fine Arts to the cutting-edge exhibits at the Musée d'art contemporain, discover the city's rich cultural landscape. Experience dynamic street art, indigenous works, and contemporary pieces, reflecting Montreal's diverse and innovative art scene.
Its running cost is among the diverse vital aspects you must consider before buying an electric scooter. Calculate the cost of getting e-scooter charge for your regular usage to calculate its economic efficiency, similar to people who investigate the mileage of petrol or diesel-driven scooters.
Discover the wonders of the Wenatchee River with a variety of river tours in Monitor, WA. Whether you're seeking thrilling whitewater rafting, peaceful kayaking, family-friendly float trips, or scenic sunset cruises, there's something for everyone. Enjoy fishing, wildlife spotting, bird watching, and more in this beautiful natural setting, perfect for outdoor enthusiasts and families alike.
London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
MC INTERNATIONALS | TRAVEL COMPANY IN JHANGAshBhatt4
Experience the world with MC Internationals travel and tourism. From foreign getways to cultural concentration, we tailor unforgettable journeys for every traveler. Let us turn your dream into reality and create lasting memories. Explore with us today. #TRAVEL,COMPANY #BEST,TRAVEL,COMPANY #VISIT,VISA #EMPLOYMENT,VISA #STUDY,VISA #HAJJ,AND,UMRAH
TRAVEL TO MT. RWENZORI NATIONAL PARK WITH NILE ABENTEUER SAFARIS.docxnileabenteuersafaris
Let’s explore the captivating Rwenzori Mountains National Park in Uganda with Nile Abenteuer Safaris. This UNESCO World Heritage Site, also known as the “Mountains of the Moon,” offers unparalleled beauty and diverse ecosystems. 🌿🏔️
Key Features of Rwenzori Mountains National Park:
Majestic Peaks:
Mount Rwenzori, Africa’s third-highest peak, dominates the landscape. Its snow-capped summits and glacier-draped slopes provide a challenging yet rewarding adventure for trekkers and climbers.
Ascending these peaks allows you to witness breathtaking vistas and experience the thrill of high-altitude trekking.
Biodiversity:
Explore the park’s rich biodiversity, which includes montane forests, alpine meadows, and towering cliffs.
Encounter rare and endemic species such as the Rwenzori turaco, Rwenzori red duiker, and Rwenzori three-horned chameleon.
Trekking Trails:
Embark on immersive trekking experiences along a network of trails. Choose from leisurely walks to multi-day expeditions.
Traverse verdant valleys, moss-draped forests, and marvel at cascading waterfalls as you ascend toward the summit.
Cultural Heritage:
Engage with local communities of the Bakonjo and Bamba people. Gain insight into their traditional way of life and cultural practices.
Discover the rich history and folklore surrounding the Rwenzori Mountains.
Planning Your Visit:
Trekking and Climbing:
Select from various trekking routes tailored to different skill levels and durations.
Experienced guides and porters ensure a safe and enjoyable journey to the summit.
Wildlife Viewing:
Embark on guided nature walks to spot diverse wildlife, including primates, birds, and endemic plant species.
Keep an eye out for the Rwenzori hyrax, blue monkeys, and various bird species.
Accommodation:
Rest and rejuvenate in comfortable lodges, campsites, and guesthouses within and around the park.
Experience warm hospitality amidst the tranquility of nature.
Conservation:
Support conservation efforts by adhering to park regulations and practicing responsible tourism.
Your visit contributes to preserving this pristine wilderness for future generations.
Embark on an Unforgettable Adventure:
Whether you seek the thrill of summiting Africa’s legendary peaks or the serenity of exploring remote landscapes, Mount Rwenzori promises an unforgettable journey into the heart of nature’s majesty. Start planning your expedition today and unlock the secrets of this captivating natural wonder!
Visit
https://nileabenteuer.com/tour_destination/mount-rwenzori-national-park/
https://www.rwenzoriexpeditions.com/treks/rwenzoris-gorilla-trek/
For more information;
WhatsApp: +256 752 397520
Email: info@nileabenteuer.com
Website: www.nileabenteuer.com
How To Change Name On Volaris Ticket.pdfnamechange763
How to change name on Volaris ticket? This is one of the most common questions asked by travelers flying with Volaris Airlines. The mentioned details can help you with your name rectification on the airline ticket. If you are still facing difficulties call the consolidation desk at +1-800-865-1848.
Discover Palmer, Puerto Rico, through an immersive cultural tour that unveils its rich history and vibrant traditions. Experience lively festivals, savor authentic cuisine, and explore local markets. Visit historical landmarks, museums, and stunning colonial architecture. Engage with friendly locals, enjoy live music, and hike scenic nature trails, all while participating in cultural workshops and discovering unique artisan crafts.
Exploring Heritage The Ultimate Cultural Tour in Palmer, Puerto Rico
Selling Travel September 2014
1. t
THE HOW-TO MAGAZINE FOR TRAVEL TRADE PROFESSIONALS
SEPTEMBER 2014
2. 4
EDITORIAL
The DESIRE to travel starts early and continues throughout one’s life – are you marketing to Generation Z?
Share your money making ideas in SELLING TRAVEL.
CONTACT
Steve Crowhurst
steve@sellingtravel.net
250-738-0064
www.sellingtravel.net
Publisher:
SMP Training Co.
www.smptraining.com
Contributors
Steve Crowhurst
SELLING TRAVEL is owned and published by Steve Crowhurst, SMP Training Co. All Rights Reserved. Protected by International Copyright Law. IC TRAVEL AGENT can be shared, forwarded, cut and pasted but not sold, resold or in any way monetized. Using any images or content from IC TRAVEL AGENT must be sourced as follows: “Copyright SMP Training Co. www.smptraining.com” SMP Training Co. 568 Country Club Drive, Qualicum Beach, BC, Canada, V9K-1G1 Note: Steve Crowhurst is not responsible for outcomes based on how you interpret or use the ideas in SELLING TRAVEL.
T: 250-738-0064.
7
THE WAY OF COURTESY
8
THE WILL TO SKILL UP
11
PARTIAL LIST OF SKILLS FOUND IN THE TRAVEL INDUSTRY
14
WISE UP AND SKILL UP ON SPECIALTY COURSES
16
SELLING SKILLS & SELLING UP
19
YES YOU CAN, AND SHOULD… By Jill Wykes
20
CUT TO THE CHASE & UPGRADE YOUR CUSTOMER SERVICE SKILLS
23
HITTING THE BOOKS OLD STYLE
28
ADVENTURE EDUCATION COMES ALIVE! By Steve Gillick
31
NEW TOOL – THE RETICAM FOR YOUR SMARTPHONE
32
TANGLED FX APP
33
TANGLED FX MARKETING
35
HOST AGENCY CAN BE… By Jill Wykes
36
PAY WITH A TWEET
37
BROCHURE MARKETING
38
THE TRAVEL INSTITUTE BOOKSTORE
39
ENOUGH! TEACH ME THE TAKEAWAY CLOSE. NOW!
41
WHAT ABOUT YOUR OWN TRAVEL SCHOOL?
43
THE TRAVEL AGENT’S STORE – NEW ARRIVALS
44
CLASSIFIEDS
Please note that Selling Travel, owned and published by SMP Training Co, is not connected in any way to Selling Travel magazine published by BMI Publishing Ltd., and based in the UK. The latter publication focuses entirely on destination and travel/tourism product training and is circulated solely to the UK and Ireland travel industries. To benefit from this resource visit www.sellingtravel.co.uk and be sure to subscribe.
Attention Suppliers: Advertising in SELLING TRAVEL reaches the serious business-minded travel agent. Promote your products and services using Selling Travel’s unique promotional formula – you write the articles on how to sell your own products offering step-by-step selling tips, tools and techniques that you know have worked for your agency accounts. Full page rates range from $300 to $425 based on number of insertions. Remember, if you can’t sell it to them, they can’t sell it for you!
THE HOW-TO MAGAZINE FOR TRAVEL TRADE PROFESSIONALS
3. TRUE SUPPORT FOR TRUE PROFESSIONALS
At Nexion Canada, we know that you are passionate about your travel business. So we provide you
with the professional support and industry relationships you need to be more profi table and effi cient,
giving you the freedom to run your travel business the best way: your way.
A full-service host agency combining decades of experience, Nexion Canada provides independent,
Canadian-based travel professionals of all experience levels with:
• Your choice of up to 80% of commissions
• Top commissions with leading air, cruise and land suppliers
• Technology tools to better manage your business
• Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo
GDS systems
• Training, coaching and networking opportunities
• Innovative marketing programs to grow your business
• Exclusive cruise block space and supplier offers
• Lead generation for qualifi ed agents
• Vacation.com membership included at no additional charge!
It’s time to join a family of professionals that truly supports your independent business dreams.
It’s time to join Nexion Canada.
Contact us today to learn more about our growing family of travel professionals.
Visit www.Join.NexionCanada.com
Email sales@nexioncanada.com
Call 866-399-9989
MENTION THAT YOU SAW US IN IC AGENT MAGAZINE
AND RECEIVE YOUR FIRST MONTH FREE!
4. The WILL to
The WILL to SKILL…UP
How’s that learning curve going? Tough to sell and study at the same time? Yes I know. It’s a tough business selling travel when you have to skill up to sell more, to sell higher, to sell better, faster, sooner. Not only that, but you must maintain your edge in so many areas, too. The world is changing as you sit and sip your morning coffee. Countries are changing names and “ownership”, more wars breaking out, new websites coming on line… YOWZER!
As the cover image shows, you could try dipping your toe in the educational pond, and be sure to carry your floatation device just in case, or you could develop the will to succeed, the will to know more about your world, the will to skill UP and set a time and place to do it. So in this issue we explore the things you might want to know more about, where you can find this information and what you can do with it if you wish to sell more travel. And of course, there’s a host of tips, tools and techniques to boost your marketing activities.
There’s also a magazine in the UK that has the same name as Selling Travel – nothing to do with my magazine but there is a nice story inside about the company that publishes it. When you get the chance, click to their website and subscribe as the information is ex UK and that’s information you can add to your skilling up.
Here’s to your continued success in SELLING TRAVEL.
Best regards.
Steve Crowhurst, CTC, CTM Hon.
steve@sellingtravel.net
www.sellingtravel.net
The How-To Magazine for Travel Trade Professionals
Click on the store icon to opt-in.
Steve Crowhurst, Publisher
5. Take advantage of summer...
Work from your patio
if you like!
Join Today!
Visit: TheTravelAgentNextdoor.ca
Call: 416-367-8263
Tollfree: 1-844-845-8263
BB023 11-6-14
JoiN A WEbiNAR TodAY!
• You keep 85 -100% of preferred
supplier base commission.
• Get commission paid twice monthly!
Why wait?
• Upload your promotions to over 300
social networks in seconds.
• Gain access to 100s of suppliers thru
our affiliation with TRAVELSAVERS.
• Get your own personal dashboard
report to manage your bookings.
• Have your personalized, fully-bookable
website.
• Enjoy your own phone extension that
rings at your home.
• Know where you stand with real time
commission tracking.
• High end customers? No problem
with the Affluent Traveler Collection.
• Marketing that includes direct mail to
your customers.
Work in the comfort of your own home!
6.
7. Thought I’d mention a recent phone call I received as it was so refreshing. It seems that a UK based publishing company was about to change the title of its magazine from Selling Long Haul to Selling Travel. BMI’s Managing Director Martin Steady called me to introduce himself and advise me of their plans. He wanted to know if there was any challenge to BMI using the Selling Travel name and how we could proceed. I always prefer collaboration to confrontation and so we agreed to mention the fact in our respective magazines that ownership etc., is separate and apart from the other. Job done.
I mention the word refreshing as most often than not in this type of same name situation one party just steamrolls ahead, calls in all lawyers and simply does more damage than good.
Based on the courtesy that Martin Steady awarded me in reaching out tells you a lot about the BMI culture, team and BMI Publishing Ltd., as a company – and to that end, I urge you to subscribe to the digital version of Selling Travel UK and especially if you arrange travel out of the UK to points forward. The information is first class and there’ll be plenty of UK based supplier contacts for you to make, too. The cover of BMIs fist issue of Selling Travel is shown below. Click the cover to access the link.
8. THE WILL TO SKILL UP
Having the will to skill UP, is a dedication that comes with the inner need to be better. Be best. To truly know that when it comes to selling travel, you are at the very peak of knowledge according to your niche and the tools you use during the sales & marketing and customer service process.
When you are new to selling travel the learning curve can seem daunting at best and to be honest, it is. Although some travel agents make it through on limited knowledge – the best of the best are simply in a different league. The difference in most cases is this Will to Skill trait and then making it happen.
If you work for a travel trade company, meaning you are not self-employed then one of your skill-up sessions would be focused purely on learning about the company you work for. Start with the CEO. Who is person? What’s their background? How about the entire executive team… who are they, what do they do, what is their background.
So it’s a matter of self-study, clicking around your company website, clicking on the Our Team link, reading the company press, knowing and being able to repeat the company values, mission statement etc. These actions would be a start. Now you can talk about your employer from a position of strength.
Your next step is to find out what you don’t know and fill in the blanks.
9. What DON’T You Know?
Give yourself a chance to gain the knowledge you need by sitting down with someone you trust and respect starting with your manager or team lead or someone in the HR department.
What you are going to request is a thorough review of your knowledge base as your management team see it. We all have an opinion of how we walk the talk, and many times what we see in ourselves is not what others see and know only too well what your deficiencies are. So be willing to receive the opinions of others and grow from it.
If selling travel a sport, then you would readily accept criticism to better your shot, the follow through, the takeoff, the landing, the distance, the speed… all targeting the end purpose of scoring that goal, hitting the target, being on the winning team. There’s no difference to honing a sport related skill and sharpening your selling technique.
Create a grid like the one below and work with your manager to write in the topics that are related to the skill sets required to do the job. Each of the topics listed below could break out into many more sub headings, so be sure you do list all the various sub headings related to the job you do. The measurement is simple… 1: is translated as very poor; 2: as poor; 3: as average / mediocre; 4: as good: 5: as best / excellent.
TOPIC 1 2 3 4 5
Air fares
Closing
Communication
Destinations
Email
Marketing
World affairs
You can change the topics and the measurement scale to whatever works for you. The key is to follow through on this activity and then once the results are in, start working your plan to upgrade your skills. Larger companies would usually have a readymade process for this type of skill measurement. Check with your HR department and find out.
World Knowledge
This information is as close as your favourite gadget – smartphone, tablet, TV, laptop, desktop or good old fashioned radio and or newspapers and magazines. You cannot be successful without a dedicated understanding of world affairs and world geography.
Try this with your agency team: catch everyone by surprise… could be timed just before the agency opens for business which means the coffee is in their veins and flowing… make sure no maps are visible – ask your team to sketch a rough map of the world and name the continents, major islands and the world’s oceans. Time limit: 5 minutes.
World Affairs
At this very moment in time, we are in more than a few dire straits with Eastern Europe, the Middle East, West Africa… suffering from terror attacks, famine, war, Ebola, genocide… and more.
You just cannot afford to bury your head when it comes to world affairs for fear that to mention any of the above situations might scare your clients away. Fact is your well-travelled clients are way ahead of the game and would already know about the destination they are planning to visit. The not-so-well-travelled client is the one at risk and so for these clients alone, your level of knowledge MUST be the very best it can be and that means you are watching the BBC, CNN and your local news stations PLUS catching the headlines of international newspapers online. Repeat the process at 6pm and or 9pm so that your knowledge is minutes to a few hours old.
Believe it or not, your entire career is actually based on world affairs and worldwide climatic conditions.
World Weather
How are you doing with regard to ocean currents, seasons and seasonal changes?
10. How about volcanic activity? Earthquakes and hurricanes? Sounds over the top I know, but it’s just the way it is. You have to know what’s popping where and be ready to work around it.
You don’t want to send a client into a raging volcanic cloud without an exit strategy unless they can afford a $1,500 taxi fare to the next country and fly from there. Oh joy!
Travel Insurance & Travel Safety
Let’s move on to one of my favourite topics – keeping your clients alive and well and so well that they return to book again and again. How’s your knowledge of travel insurance coverage, the premiums, what’s included in the packages and the pricing structure? How about safety requirements, needs by niche, gadgets and tools and what to do when splat happens?
Cruising as you well know is a huge market and with it comes what you have already experienced firsthand regarding cruise ships floundering, capsizing and being bashed by massive waves.
Your personal safety at sea when on a Fam is very important in fact it is crucial that you know what to do as and when and if your cruise ship is caught in a freak storm or by a rogue wave.
Make it a point to find out how to operate those life rafts that are nicely encased in those rows of cylinders along the deck in various locations. Test your sense of direction and work your way from various areas of the ship to your lifeboat station.
Now you can advise your clients from your own experience how to travel a little more safely when cruising. You’ll also want to download the Cruise Director app to your smartphone and learn how to use it – then advise your clients.
Sales and Marketing
To be a success in retail travel you just have to best at selling yourself first and then the products you represent and behind that statement as you well know is product knowledge which must be cutting edge.
In other words, you have to know what you know and be able to articulate it clearly to your paying customers.
The skill in selling yourself starts with how you look, how you stand, what you are wearing, your handshake… and then comes your tone of voice when greeting your client, and after that it’s the words you use to express yourself. That’s in person, face-to-face. How about online, email and by telephone where there’s no visual aspect or clues when meeting your client?
Ask your colleagues how you ‘come across’ via email and also ask how you sound when speaking on the telephone. These insights are very important and once again, you may have to step back and work hard to upgrade your speech for instance, perhaps control an accent if you have one, remove the word traps and repetitive phrases we all have such as, “…you know…”, “yeah…”, “okay then…” and “absolutely…”
Upgrading your communication skills will simply add to your confidence and customer service presence and it will attract more clients too.
Every travel agent should know how to market themselves. Naturally if you work for a corporation there will be rules to follow and that’s fine. Work within the rules but be best. If you are independent then you can market yourself as you see fit – only be sure to learn from the masters and you must most certainly upgrade your social media marketing activities, too and go beyond engagement and social chatter to selling and closing.
Customer Service
You know all too well the value of excellent customer service. It’s what you demand when you are the customer and you know all too well when you receive lousy customer service. So the education has already happened and as long as you learn from what happens to you, add your own flair, upgrade to excellence and you are skilled to the max. Always good to ask your clients however and let them be the judge – then you’ll have firsthand validations to market with.
11. PARTIAL LIST OF SKILLS FOUND IN THE TRAVEL INDUSTRY
As you will discover some of the skills listed below are repetitive based on the word combination. It is important to know a required skill set could be presented to you in more than one way. There are many more skills to list and some of these skills have sub-skills / sub headings of their own. Once you eyeball this list, make a note of the skill/s you feel you need to upgrade then research online for the additional sub headings – for instance marketing might be a skill you need to upgrade, and a sub heading would be social media marketing which in itself, fans out with its own collection of sub-skill sets.
Ability to work under pressure
Accuracy
Achieving consensus
Adaptability
Adapting to change
Administrative skills
Advising people
Analytical skills
Analyzing data
Analyzing problems
Assembling equipment
Attention to detail
Attention to detail
Attitude
Auditing financial data
Being thorough
Brainstorming
Budgeting
Building new business
Business etiquette
Business management skills
Calculating data
Calming upset customers
Caring
Categorizing records
Checking for accuracy
Cleaning your work area
Clearing a photocopier jam
Closing skills
Coaching for development
Coaching skills
Collaborating ideas
Common sense
Communicating with young or old people
Communication skills
Company image improvement
Comparing results
Comprehending ideas
Concentration skills
Conducting interviews
Conflict resolution
Confronting others
Cooperation
Counseling clients
Creative decision making
Creative thinking skills
Creativity
Critical thinking skills
Curiosity
Customer service
Customer satisfaction
Dealing with complaints
Decision making skills
Defining problems
Delegating
Determination
Developing plans for projects
Diplomacy skills
Direct mail
Editing
Effective listening skills
Effective study skills
Effort
E-mail
Empowerment
Encouraging people
Enforcing rules
Entertaining others
Envisioning solutions or ideas
Estimating project workload
Ethics
Evaluating products
Expressing feelings
Expressing ideas
Extracting information
Facilitation skills
Financial analysis
Finding missing information
Flexibility
Following instructions
Forecasting
Friendship
Gathering information
Generating accounts
Goal setting
Group sales
Handling money
Humour – making it work
Identifying problems
Imagining innovative solutions
Information management
Initiative
Integrity
Interacting with various people
Internet – best practices
Intra office communication skills
Interpreting languages
Interviewing
Interviewing & hiring skills
Inventing tour products/ideas
Investigating solutions
Knowledge of community
Knowledge of concepts and principles
Knowledge of government affairs
Knowledge of company
Leadership skills
Leading teams
Listening to people
Maintain focus with interruptions
Maintaining a high level of production
Maintaining accurate files / records
Maintaining emotional control under stress
Maintaining schedules or times
Making important decisions
Management excellence
Managing change
Managing organizations
Managing meetings
Managing people
Managing performance
Managing quality customer service
Marketing skills & strategies
12. Mediating between people
Meeting deadlines
Meeting new people
Mentoring
Motivating others
Motivational skills
Multi-tasking
Navigating politics
Negotiating skills
Networking
Operating office equipment
Organizational change
Organizational development
Organizing files
Organizing tasks
Patience
People management skills
Performing clerical work
Performing numerical analysis
Perseverance
Persuading others
Planning – business, marketing…
Planning organizational needs
Predicting future travel trends
Preparing written communications
Presentation skills
Prioritization skills
Problem analysis skills
Problem solving
Product promotion
Productivity improvement
Project management basics
Promoting events
Proposals & report writing skills
Proposing ideas
Prospecting for business
Providing customer service
Providing discipline
Public speaking
Publicity & pr
Questioning others
Quick learning skills
Raising funds
Reading
Recognizing problems
Recruiting
Relating to others
Reliability
Remembering information
Repairing office equipment
Reporting data
Researching
Resolving conflicts
Resourcefulness
Responsibility
Results orientated
Risk taking
Sales ability
Sales management
Screening telephone calls
Self-empowerment
Self-motivated
Selling ideas
Selling products or services
Sense of humor
Serving people
Setting performance standards
Setting up demonstrations
Sketching charts or diagrams
Social media marketing
Strategic thinking
Suggesting courses of action
Summarizing data
Supervising employees
Supervising operations
Supervisory skills
Supporting others
Taking decisive action
Taking initiative
Taking personal responsibility
Teaching skills
Team building & development skills
Technical work
Telephone skills
Thinking logically
Time management skills
Time, self & stress management
Training skills
Translating words
Computer / GDS systems
Software programs
Verbal communication skills
Understanding Vision, Values & Mission statements
Working effectively
Writing skills general - clearly and concisely
Social media
Ad campaigns
Adwords
Analytics
Applications
Audience development
Authenticity
Best practices
Blogging / vlogging
Brand awareness
Brand marketing
Branding
Budgeting
Campaign creation
Campaign management
Campaign tracking
Communication
Communities
Community building
Community management
Competitive analysis
Content creation
Content management / systems
Creativity
Customer relations
Data analysis
Design
Detail oriented
Digital marketing
Directing traffic
Editing / editorial
Email marketing
Emerging trends
Engagement
Ethics
Execution
Facebook
Facebook ads / posts
Flickr
Google
Google analytics
Google+
Graphic design
Instagram
Pinterest
Podcasting
Twitter
Video production
Vimeo
YouTube
Anything jump out at you as a skill to upgrade… which one?
13. Please note that Selling Travel, owned and published by SMP Training Co, is not connected in any way to Selling Travel magazine published by BMI Publishing Ltd., and based in the UK. The latter publication focuses entirely on destination and travel/tourism product training and is circulated solely to the UK and Ireland travel industries.
To benefit from this resource visit www.sellingtravel.co.uk and be sure to subscribe.
15. As you may know there are literally dozens and dozens of niche markets and in many cases there’s a specialty course to go with them.
If each country was a niche market, which it is, you have, right there, about 210 niche opportunities to explore.
You’ll be familiar with such programs as the Aussie Specialist, and then there’s the Switzerland Travel Academy offering its Certified Switzerland Specialist course and Scotland will welcome you to their Specialist Counsellor On Travel to Scotland - the SCOTSagent program.
Then you have Hong Jong, Fiji, Hawaii, UK, India and Singapore… all offering their Certified / Specialist programs for travel agents.
Not all specialty courses are free. One or two of them will cost you a few dollars up to a few hundred dollars. Well worth the investment if you are truly focused on a specific destination as in addition to the training, you are often listed as a specialty agent for that destination and you will receive leads based on people in your area who have inquired about travelling to the destination featured in the course.
Based on travel habits and activities that your clients like to engage in there many more niche market opportunities to learn about, too. In fact any travel activity or type of travel can become a niche market to specialize in. So to be honest, the world is your niche market and every possible niche is a spin-off of the globe itself.
You’ll know about cruising naturally, and escorted tours… both are niche markets. However there is also what I have termed the niche within the niche markets. To identify them requires a small amount of investigation into the various branches, types, levels and styles that for instance a cruise customer can enjoy and you can focus on.
The generic cruise niche can then offer you cruises by destination such as Caribbean, you can sell by price level, size of ship, coastal and river, adventure to luxury and super dooper luxury! The same applies to escorted tours – you can specialize in one country, a certain supplier, adventure and 18-35 groups.
Family travel, romance, religious, hiking, bird watching, photography, art… once again each of these would represent the generic niche and from there each will break down into those niches within the niche.
When you think on it, there is no end of opportunity in selling travel as long as you know which niche you intend to focus on and then skill up in the process in order to market it, attract the customer and then close them. So it’s all down to which niche of the many you should study.
Once you receive your certification you should be sure to use it to support your marketing and also make your certification the focus of your marketing. So which of the niches holds your riches? Time to skill up and sell more. WISE UP AND SKILL UP ON SPECIALTY COURSES
16. So the phone rang and the voice on the other end said, “Hi this is Tom from Electrolux and this isn’t a sales call, I’m not trying to sell you anything…” - of course that’s a red flag to most people and especially someone in sales like yours truly. Dear ole Tom wasn’t aware of his fatal error which would cause most people he contacts to hang up or listen politely and say no at the end of his “…free service for your vacuum… because we’re in the area…” spiel. Selling is a special skill and not much of process has changed in centuries. That said we can always learn more.
The skill in selling is to have the will to sell at the very top of end of your game. So be the best in every aspect of the sales process. Although the following is often put down by some salespeople you should always be closing (ABC) which of course is the very reason you are selling. It’s the desired and required outcome of the sales process.
There is a certain amount of confidence and flair required to be a top and sought after travel agent. It does not always come easy – it does take practice and in order to get to the next level, takes commitment to put in the time to study and to read, take courses, mix and mingle with other travel agents who are the epitome of sales success.
“So happy to have made those arrangements for you…pricey but you’ll appreciate the value once you stand on that lanai and look out at
the view I know is waiting for you…”
17. Many travel agents I chat with are wanting to increase their sales in order to increase their commission and one way to do that is to sell UP and when selling up most travel agents start at the lowest price and then try to sell the value of the next category in order to move the client to the next price point. That doesn’t work. The only way to sell up is to sell down.
There is no way you can go from $999 up to $3,500 – the difference in both price and value is too much for your client to take in. The difference however from $3,500 to $3,300 is easily understood and the difference between $3,300 and $999 is so far apart that dropping to a tour, cabin or seat worth $999 is out of the question. What comes to mind in this scenario is the old adage of “you get what you pay for” and most clients will understand this.
You can use the Sell Down to Sell Up method in almost any selling situation – even when selling a world cruise or a section of a world cruise. The top cabin is $300,000 and the bottom comes in at $29,000. That’s quite a spread to overcome if you start at the $29,000 rate – not only that you may be embarrassing your clients. They will not want to be labeled cheap.
The skill in selling down to sell up is to be aware of your client’s body language if you are selling face to face, the pitch of their voice when selling by phone, and the words they use if communication is by email or text messaging.
“Welcome back, nice to see you both again… so tell me, what’s my budget for this cruise?” // “Excellent, $75,000 is going to buy you a wonderful cruise – now, have you chosen your cruise line and itinerary or would you like me to make a recommendation?” // “Good choice, so I’m assuming you’ve done your homework and reviewed everything there is to know before you commit?” // “Not sure, no problem, let’s review everything together and you stop me when you are satisfied with your choice. Now, first things first let’s go through each category (starting at the top down to the client’s choice and price point) and compare…”
18. You can apply the same process to the selling of hotel and resort rooms, tours, train travel, spa packages and any form or type of travel where there are choices to be had and levels of quality to be considered.
The Lower Category Hotel Room View
The Better Quality Hotel Room View
The difference in cost is always outweighed by the client’s final experience and that old and tired phrase, “Hotel rooms, we don’t need anything special, we’ll only be sleeping in it…” needs to be capped as soon as it is uttered as it generally means: travelling 2 hours through nasty areas to get downtown, looking into a brick wall or window… versus being located in a nice area of the town, city and looking out over the cityscape or ocean. These are the finer points you’ll need to work into your selling up script.
Keep in mind that each and every trip is supposed to be the best vacation memory ever and your name and reputation is attached to each of those memories especially the bad ones. So, if you treasure your name and what it stands for, always, repeat, always sell up and make sure your clients understand why you are making such recommendations and be sure to use the ‘take away’ close to remove yourself from any cheap sales that will come back to haunt you more than you know.
19. Yes You Can, and Should - still email your clients, just know the rules.
In this space I have been writing about the importance of using different channels to reach all your customers….this column will address email…yes , don’t panic…you can still email your customers provided you’ve got their permission.
The introduction of the new Canadian Anti-Spam Legislation, or CASL, threw terror into the travel industry this spring as the industry became aware of the impact it would have.
To make matters worse, the legislation is subject to considerable interpretation and even lawyers who specialize in the field are still trying to get to the bottom of it.
It reminds me of when GST was introduced…even the federal departments responsible for explaining it didn’t have a clue as to how it applied to many, many scenarios. And so it is with CASL.
I am no expert in this legislation and that is not the purpose of this column….you should get the right advice from an expert. But I am here to tell you that email remains an important channel to reach some of your customers, and is one that you should not abandon.
There are a few simple rules about email that I’ve always felt are critical to getting them read instead of deleted and effective as a sales tool.
Create a subject line that’s clear, concise and enticing. Would you open this up?
Don’t use attachments…embed your message right in the email.
Keep your message short, simple and with a call to action.
Don’t send “heavy” files that may get rejected.
Check to see how your host agency can help you…do they have an email marketing system…do they handle it for you? Is there a limit to the number of names you can provide on
your customer list? Does your host agency provide regular promotions that can be emailed to customers? And very important, does your host agency target market your customers according to their interests and activities? This will also ensure your emails are read and not discarded.
Email marketing can be very cost effective, so long as you can find ways to ensure you don’t end up in Junk Mail or Spam….your host agency should have solutions for this.
And always remember, when it comes to marketing…..if you are out of sight, you are out of mind.
By Jill Wykes
Brought to you by: The Travel Agent Next Door
20. CUT TO THE CHASE & UPGRADE YOUR CUSTOMER SERVICE
SKILLS
If it
21. If it’s one thing every travel agency can boast about, it’s their customer service. Every agency has it and they promote it too. But how well is it promoted? How can every travel agency have the best-of-best customer service? Some travel agent’s forego the word service and strive for customer satisfaction. When you think about your customer service program, is there anything that needs upgrading? Does everyone on the team share the customer satisfaction mission statement? Perhaps one or two service skills need to be checked, managed and upgraded.
There is your first test. Complete the sentence yourself based on your own desired outcomes and or think company / agency wide and decide what follows as a matter of course. Once you know what you want the outcome to be, make it law and train your team to make this happen each time every time a customer interacts with a member of the agency team.
Today you need a customer service plan that covers all things online, offline, in person, in print, and socially too. There is etiquette, formats, styles, words and of course delivering on the customer service promise.
The Customer Service Promise
Few travel agencies have a customer service promise that is visible to the client. A service statement is different from the usual vision and mission statement as they are both for the benefit of the agency. What you need if you do not yet have one is a customer service statement front and center by which you and your team can measure the level of service you just delivered your client.
As the graphic below asks: Are YOU delivering DAZZLING customer service? This is the only level other than 100% and both should be the same – Dazzle = 100%.
Where would you need to make changes, upgrade, increase, decrease, add-to in order for your customer service delivery to dazzle your clients? Rather than a snip here and there, better to cut to the chase and do it.
If you truly wish to make your
mark the best thing to do is to involve your clients – as they know what they need and want you might just be surprised as to what you need to do to offer them the service level they would appreciate.
After interacting with me, a client will say “WOW!” because…
_____________________________________________________
24. The first thing to ask of course is whether or not you make time to read? It is a very difficult thing to do for so many travel agents what with work and then family, home, leisure and personal activities of all types, times, dates and durations. But read you must and it has to include trade news and gossip as well as the how-to books and magazines such as this one.
How about travel guides both current and historical? What about those huge coffee table books that you can find at the local bookstore, on sale for twenty-bucks or less? Now there’s a bargain and one that will keep you informed and healthy too as you lift it off the table!
Another challenge is the current level of technology and the move away from hard copy, printed books to digital versions read online, and via a hand held device. That’s a good thing however the “feel” of the book is not the same, the smell of the musty covers and pages, is not the same. The romance of the read is not the same and the connection to the information is not the same.
If you’ve grown up on digital then it may just be time for you to emerse yourself in the printed works of those long lost explorers and until you do, and until you hold an eighteenth century first edition in your hands you’ll be forever missing that glorious feeling of being ‘there’ with the explorer-writer, the photo-journalist and the scribe of the expedition.
Old books always had end covers of marbled paper and when found in original editions these were handmade pages – paper laid on water laced with oil based inks that have been stirred to create the pattern.
25. The Attraction of Old Books
I’m sure you’ve visited a restaurant or a cozy pub in a hotel that sports a library as a backdrop. Those leather and gold book bindings just add a flare to the room, don’t they. Same thing for your travel agency. Line your walls with some old travel books, a few ancient National Geographics and you have the makings of a very fine and attractive décor. It would be good thing for you to have read or at least leafed through the books that you place on your agency shelves, just in case a client shows an interest.
You know you can even market the fact that in your agency’s waiting area, lobby or perhaps a dedicated room, a reading room with maps an atlas, a globe… fresh coffee that your clients can come visit and dream the dream as they leaf through these 19th century books.
Books like these also cause a person to want to travel, escape their routine and go. Such books will also attract clients who travel just for the books themselves, as collectors perhaps or just a wish to see and experience ancient books and there you have the makings of a custom tour of the worlds ancient libraries.
The cover of the book shown here (just aquired) is suede, gold stamped and the title just grabbed me. Had to buy it there and then for the massive sum of… $22!
That’s right. Just twenty-two dollars and it was in the bag and leaving the old book store with me. The book is signed by the author and inscribed to a Mr & Mrs Weiland and dated December 1929. Page count 63 with black and white photographs here and there.
As it turns out Nellie Hurlburt Whitney is a one- book author, although I found a poem of hers in an old Literary Digest magazine.
Here’s a sample page and how Nellie started her record of her trip. She has a nice way of describing what she was experiencing in 1929.
I’ve mentioned American photographer and travel writer Burton Holmes before, that master of travel images and verse. So eloquent and a style not lost on certain members of your client list. Despite the age of Generation Y and all things SMS, most people have a deep seated need to be able to write well, communicate much better and speak so as to hold an audience in awe of their oratory skills.
Reading Burton Holmes books can help. Reading any of the 19th century travelogues can help. Yes, there are more current books written by present day intrepid travellers and that can work too – however the romance of the old book is still missing.
The Old and New Test
Here’s a test you can try. Find an old leather bound, gold stamped travel book and lay that on the agency coffee table in the lobby and then lay a present day guide beside it. Watch to see how
26. your clients react and which one they pick up to leaf through more than the other.
The Poetry of Flowers Tour
Try this one. Here’s a lovely and very unique book, sized at 4¾ x by 3½ inches. Printed in 1877 – so now this book is 137 years old. Cost £25 when I purchased it in 2001 in the UK.
This small book, the poems and the floral images could be the theme for a tour and along the way, sitting by selected flowers of famous gardens of the world, you have members of your tour recite the poems.
It’s this type of interpretation of what the old books have between their covers that is the creative role that you play. You’ll need a touch of romance and be able to ‘go back in time’ to get the feel of what you could bring forward.
The Lure of Japan Tour
Japan is on so many travellers wish list and as we know the resurgence has been huge especially from the US. Fall colours in Japan is a visual delight and old books like this one can offer an insight into ‘old Japan’ and once again form the basis of a tour there. This particular book was published in 1934 and I bought it in 1966 – two years before I stepped on Japanese soil for the first time in 1968. The inside covers are shown below and just add to the books appeal.
Here’s Your Mission
Check out the local antique to second hand book stores and start looking for old travel guides and other books that pretty much tie into travel and or could be the basis of a tour idea.
If there are several copies of whatever it is you find, and the price is right, buy them all and use them as final payment giveaways, or as a lure like this: “The first 5 clients to join this tour will receive a copy of…”
For more on the concept of using old books to travel with in the present day you might want to check into: Great British Railway Journeys a BBC history travelogue documentary television series presented by Michael Portillo. Portillo travels around the British railway network, referring to a Victorian guidebook written by George Bradshaw, and he describes how the destinations have changed between Victorian and modern times.
Believe it or not I was standing face to face with a Bradshaw’s guide just yesterday. Price was $250… hmm, still thinking about it. But guess what, if you wanted to re-enact what Michael
27. Portillo has done, that would be you leading your tour group around Europe, using the Bradshaw’s guide, well – the book has been reprinted and only costs around $35… PLUS, there is a Kindle edition – the eCover shown below.
Here’s where hitting the books old style connects with present day technology. Walk this path with me… your new tour of Europe will be by train, staying at hotels as per the Bradshaw’s guide, touring local sites according to the guide and here’s the marketing angle you can use, each member of your tour group is holding a Kindle and checking out their digital copy of their Bradshaw’s guide.
You could buy everyone a digital copy of the Bradshaw’s guide using a gift certificate once they have paid a non-refundable deposit and or final payment. Your choice.
Think about the marketing opportunities, the radio talk shows you could be on, the press release in your local newspaper… so many ways to get the message out that you touring with a Victorian Kindle e-book edition.
And don’t forget to mention that as the tour guide you no longer wave a white flag – your tour members all follow you using the tour guide App.
Now that’s news worthy and bloggable, too.
Travelling Through The Eyes of Others
And finally, a book that’s not so old, 1987 First Edition of The Norton Book of Travel and in this book are, well, I’ll let the inside flap tell the story:
Veteran traveller and prize-winning author Paul Fussell has brought together some of the best travel writing from the past two thousand years.
What you learn from reading books like this one, is that not much has changed for the traveller – and they would be the people you send out there into what today is a war torn world just as it was back when these writers where travelling. There are bright moments that filter through such as the Tobias Smollet (1721-1771) who was, “…constantly swindled by innkeepers and let down by over- publicized sights…” There are travel writers who try to right the wrongs written by their fellow travel writers, too. Very funny.
The point is, you can learn so much by reading these old travel books and texts and even the back of old postcards you find in antique and second hand stores can tell a decent story.
So hit the books old style. Build a library if that’s something that you would like to do. Turn the contents into something doable in the present day, just like the Kindle edition of Bradshaw’s Guide.
Behind all of this is the art and skill to notice an opportunity to market yourself, your agency, your niche. Being aware or learning to be aware of your world, what’s going on, where it is going on and how you can generate a new travel dollar is a skill that you will, or I should say must, develop. So it is a combination of old books and today’s CNN or BBC news hour and between them you’ll fathom one or two tours filled with interesting sites, scenes and historical facts that stretch beyond the usual fare. Bon chance!
28. By Steve Gillick
You too can become a Franistan specialist! Read through the material —all 2 pages of it—check out the photos and the tourist attractions, answer ten questions, identify five photos (and yes you can go back to the actual course material if you need to review your answers) and then, poof! After no more than 20 minutes of ‘study’, you will become a Certified Franistan Specialist, able to market and promote the destination to your clients with confidence and competence. Your self-typed, printable certificate can be framed for display or posted on your website, and best yet, there are absolutely no re-qualification requirements. It’s yours forever!
Some people take good advice too literally. With the trend for travel agents to specialize; to differentiate themselves from their colleagues and the competition, there are many out there who have gone a bit overboard and started to ‘collect’ specialty certificates. It mattered not who was hosting the certificate, or the relevance of the certificate to the travel consultant’s practice or client needs. It mattered not whether the study material was put together conscientiously and in the spirit of learning or whether the material consisted of what we used to call in University “a Mickey Mouse” course: easy, useless, unstructured information that was sure to generate at least a B grade. And what was the rationale for all this collection? Well, to prove to your clients (and yourself) that you possess credentials that attest to your learning skills; to show your peers, your employers, the suppliers with whom you work and everyone on the worldwide web that you are a somebody. Really!
Now let me say right off the bat there is nothing wrong with being a generalist—a travel consultant who has broad knowledge of the world and the major travel destinations. In fact today, many ‘one-element’ specialists (e.g. Someone who only does ski tours to Zermatt or someone who only deals with clients interested in sub-orbital travel) admit that at times they too must take on the role of a generalist to provide their client base with travel advice that complements whatever specialty they practice. So again, long live the travel generalist.
29. However travellers today tend to go to a travel consultant for specialized holidays. The emphasis is on Time and Value: The time it would take to properly research the ideal holiday in order to maximize the precious time that the client has available, along with the value that the client wants, needs, expects and deserves for their precious vacation time.
The ‘will to skill-up’ goes hand-in-hand with the will to exceed all expectations of the client, as well as generate future business prospects, grow revenue, expand supplier contacts and personally realize career satisfaction. But, as with everything else in business, skilling-up requires a business plan all its own. You need to sit down and have a talk with yourself in order to answer a few basic questions. In other words, drill down before you skill up!
What do you want to accomplish?
Who is your audience?
What do they want?
What else do they want?
What do you want? Do you really have the passion to skill-up; to learn about a new product or service or destination?
Do you have the resources to enhance your skills in specific areas?
Do you have the ambition to upgrade your skills?
How will you use these upgraded skills?
How will you promote yourself?
What KPI (Key Performance Indicators) can you establish to ensure that your skilling up was worth it?
What ROSI (Return on Skill Investment) can you record to prove that your business goals and personal goals were accomplished?
What’s next?
Robert did not make a great impression. When I met the Fam trip attendees at the airport, the first thing he asked was if I had a copy of the itinerary (something that had been emailed to all the participants a week ago). He then proceeded to tell as many of the other participants as possible, how busy he had been and how he had no idea where in India we were going so “if you can send me copies of the photos you take, I’d appreciate it as I didn’t even pack a camera”. Then without realizing that the tour operator were standing right behind him, he greeted another agent and told her that he was looking forward to this “holiday”. “I’ve been to India a dozen times so I just want to follow the group and not think too much”.
Fam trips are one of the tried and true methods for imparting specialized skills to travel consultants. While some hosts will provide participation certificates, many do not, as the experiential nature of the trip and the consultants participation, photos, videos, anecdotes, situations and business-cards collected, serve the purpose of ‘proving’ their enhanced knowledge in the destination.
Skill development comes in all shapes and sizes and aside from Fam trips, can include:
Workshops and breakouts at conferences
DIY Online courses and programs
Online or over-the-phone webinars
In-person seminars
Hard copy (usually PDF-based) programs that are either downloaded or mailed to you
Travel-Press-based programs
Trade Shows
Product Launches/ Destination show-cases
Networking
Self-initiated, personally researched projects.
So the opportunities are there. The choices are there. Your clients are there to interview and survey about their needs. The suppliers are there to provide support. But where’s the will to skill-up?
It has to start with the individual. You know what adventure travel is all about. Now you can embark on ‘adventure education’. After surveying your clients (or reviewing answers to questions about travel lifestyle that you recorded in your CRM files), choose something that you know nothing about. Your goal is to turn that ‘nothing’ into a business opportunity.
A good example is culinary travel. You may say you know nothing about it so here’s a formula to make you feel better
Multiply 3 meals per day
By 7 days per week
By 52 weeks of the year
30. By your age.
You will arrive at a figure in the thousands or tens of thousands. These are the meals you have eaten! So don’t tell me you know nothing about culinary travel. Now the adventure is to expand your personal knowledge to areas that benefit your clients’ travels. Wine? Foods of a certain country or a certain variety (e.g. seafood, Japanese food, Spanish, Mexican, French etc.). Then when you learn the ingredients and terminology, find out about restaurants (and yes you are allowed to check out Trip Advisor—all your clients are doing it so you should too). You can also check out apps that deal with ‘food and drink’. Put your knowledge to practice by having a meal at a local ethnic restaurant. Deliberately order some dishes that are not that familiar to you. Now you are getting some practical experience. So when your clients ask about empanadas or papusas or burritos or tamales or ceviche, you can speak intelligently about the dishes. Or when your clients are seriously excited about that upcoming trip to Japan, you can duck into the back room and subject to local liquor laws, return with a nice chilled bottle of Koshino Homare Sake and suggest that they can enjoy a taste of Japanese cuisine right here and now—in the office—to get their taste buds ready to travel and subliminally “be” in Japan for a few minutes.
The adventure component of willing to skill-up comes with the thrills of learning new things on your own, and then sharing these with your clients. You are happy, they are happy. Let’s face it—this is ‘smile-on-the-face-of-your-client” material and it leads to nothing but 1) testimonials from satisfied clients, 2) referrals to family and friends, 3) repeat business, 4) requests to explore further and 5) career accomplishment and satisfaction.
The thrill of the will to skill is contagious. But exercise some discretion. The goal is not to wallpaper your office with every certificate out there. It is to fine-tune your education with specific goals in mind. Leave the wallpapering to your competition.
Check out Steve’s website Talking Travel here.
31. This well-engineered, strong, sturdy and simple looking gadget is all is meant to be. It will hold your expensive smartphone rock solid in its grip atop your tripod, or extension arm. That ‘rock steady’ comment refers to your video and also for your Selfie shots. There are two versions – standard and XL. If you encase your phone, go for the XL.
American agents can purchase from Amazon.com here.
Canadian agents can purchase direct here.
Believe it or not I’ve been searching for such a clamp like the RetiCam for some time. I had purchased the spring loaded clamp sold by Photojojo, but my smartphone is encased in the Griffin Survivor case which adds some bulk to the phone. As I spend a lot of time outdoors and use my iPhone more for photography and video than I do as a phone (!) - I needed a clamp that would hold my smartphone tight as it dangled over cliffs on the end of an extension arm. A came across the RetiCam by chance as it was s small ad on a website that a friend sent – content unrelated to smartphone tripod mounts. The clamp itself stands flat by itself, so you can video from your desk or any other flat surface.
For Canadian travel agents note that Amazon.com does not ship this item to Canada. I contacted RetiCam directly and the owner Hart was kind enough to sell direct and ship north. Great service. Shipping cost was $20 UPS. Job done.
RetiCAM® Smartphone Tripod Mount
33. Tangled FX Marketing
It might show just a tad that I have fallen in love with the Tangled FX app. If this app ever becomes a desktop software, I’ll take one! There are many filters you can apply to your image however the one that I’m hooked on is Cartoon. The image changes in style, not so much cartoonish, more enhanced details. More artistic, almost watercolour’ish. Here’s an example:
The image above has been FX’d – here’s the original:
The outcome is just so unique that you if start shooting now, using Tangled FX to convert your original images, you’ll be way ahead of the local competition as they try to determine what it is you are using. Here’s a few of the filter choices with my #1 choice highlighted:
Original
Fibers
Swirls
Brush Strokes
Pencil Strokes
B&W Etching Cartoon
High Contrast
Bloom
Small Details
Blurred
The Light Side
Webbed
After shooting the shot, and rendering it with your preferred Tangled FX filter, you can add your slogan or text to it – example shown on the next page.
34. You can make excellent use of your locally shot scenes that ‘look the part’ to promote overseas destinations or activities. The image above was shot locally where I live, however when enhanced using the Tangled FX app, the image takes on a different ‘look’ and can then be used to support tours of Europe for instance and as shown here, the push is to the artistic community, hoping to attract photographers and artists.
Photographers are a safe bet as so many clients, probably 99% carry a camera when they travel and perhaps 20% are serious photographers. Amateur artists are also in abundance with the majority in the Baby Boomer generation who belong to local art clubs. So hook one client and chances are they might bring members of the art club with them. This applies to your photography loving clients too. In either case you are using the unique imagery of Tangled FX to attract your niche clients to travel with you.
So now over to you. It may be Tangled FX or one of the many other FX apps that you can use on your smartphone. You also have various filters in your photo editing software such as Elements or Aperture (for Mac users) that will add a certain look to the image you would like to use. You might even find a special look or style that becomes your signature image and then use that to the point where the travelling consumer in your area knows just by looking at it, that it represents your travel agency.
35. Host Agency Can Be
A SOLUTION FOR SMALL AGENCIES TOO
Although we have focused this column on what to look for in a host agency for home based agents, there is a new model now available where small agencies can also enjoy all the benefits of having a host agency to rely on.
If you own an agency and you’ve maybe thought about an exit strategy….or you are just tired of all the behind the scenes work associated with owning a business and would like to concentrate on selling travel, then you will want to learn more about this option.
Most agents enjoy selling travel, dealing with customers, helping make their dreams come true and providing good service. You don’t often hear agency owners or managers say how much they enjoy invoicing, or marketing, or accounting or payroll.
Well, all the benefits that the right host agency can offer home based agents are now available to agencies too.
This solution is perfect for agency owners who would like to slow down a bit, be relieved of some of the grind of operating their own business, but who really don’t want to retire and who enjoy the travel business. Let’s face it, we all enjoy the business, that’s why once it gets in our blood, few of us ever leave.
So imagine owning a travel agency …but without most of the paperwork! And giving you support for your supplier, marketing and administrative needs.
There are many other benefits to this arrangement. Your costs will decrease. You will have the opportunity to maximize your earnings by being part of a group, and you will have access to great marketing and other tools to help you attract and retain customers.
As well, you will be part of a larger community for networking and sharing ideas. Before you sell your agency, or close it, be sure to look at this option. The Travel Agent Next Door has a program that could be just what you’ve been looking for.
By Jill Wykes
Brought to you by: The Travel Agent Next Door
36. Here’s neat idea. In fact it’s a neat Tweet idea. As I was reading through my emails and as you might expect I subscribe to all sorts of marketing sites, well this email from PressPad caught my attention so I clicked for more. What attracted me was the slogan PAY WITH A TWEET.
The concept here was to offer a set of free templates in return for sending the offer viral – i.e. click to retweet the Tweet created by PressPad to your friends. You update the Tweet as you would like it to read and then select your social media outlet and click.
Now the question: what you offer and not always for free, could be one heck of a deal, an upgrade, a value add… something that a traveller would like to get for themselves and at the same time tell their friends?
I’m thinking you could let your clients know in advance about an upcoming special and that would indicate a discount. You might be able to offer a seat or seats on a hard-to-book tour of some kind. Whatever it is you can offer, it should be something the customer would be only too pleased to tell their friends about. Look to your suppliers who are offering EBBs or dollar discounts or value add if booked by a certain date.
You might want to take the idea to a preferred supplier and work an exclusive to your agency deal and then deliver your Pay With a Tweet promotion.
Let’s think about a resort stay and this could become your Suite Tweet promotion. A Suite for a Tweet perhaps.
Within reason you can have your own Twitter looking bird designed as so many companies have done. Just head to Google Images and type in Twitter logo… there’s an entire flock of the little twitteroos out there.
37. Is it that time of year! Might be. Could be. Thing is, in my email inbox I’m receiving a heads up re 2015 brochures and whenever that happens, the bell rings.
It’s time to start marketing the brochures just like those auto dealerships do. The 2015s are in is what they tell us and this is a superb marketing technique to emulate.
Here’s one ad that’s kinda nice. Not pushy. Just cute and letting “you” know and letting your clients know too, that, as the ad says “New Brochures are OUT NOW.” Here’s one more from Goway – the covers are doing the selling.
Make a note: always use your supplier’s new brochures as a marketing tool. Request hi-res images of the covers and add them to your website, send out in a social media post… link to them in your emails and if you have agency glass – use a poster sized image with a slogan right across it: FREE 2015 COLOUR DREAM CATALOGS click, call or come in to get your personal copy.
40. The Take Away Close is relatively simple and used when you do not wish to conduct business with the person in front of you, on the phone or emailing. Of course your refusal of their business must be handled with kid gloves otherwise you must start something that goes viral and out of your control. The Take Away Close is also used to remove you from any responsibility for when the client requests a cheap room, cheap tour and anything else that’s cheap and from your experience will only cause your clients more hassles then they bargained for. What you are trying to say to them is that your reputation is worth more than their booking.
You are well aware of the low cost travel that clients like to book and all things considered most of the time the low cost to el-cheapo trip works out okay. And “okay” is a good enough return on their money for some clients. The question is, is it good enough for you?
There comes a time when you just do not wish to handle another cheap, best deal, save 75% type of trips and especially those low cost motel rooms that clients like to believe will be very close to a suite at the 5 start hotel across the street.
You have been in the trade long enough to sense what’s coming and by the customer’s manner, speech, words, body language you know this is going to be a request for a champagne trip on a beer budget. Here are the words you need to extricate yourself and your reputation for when things go terribly wrong for this client.
“I appreciate the opportunity to make these arrangements for you…
…however chances are you can do much better by booking this yourself online…”
… however, from experience I have learned not to book my clients into any hotel room, tour package, low cost deal that I know will cause us both headaches in the future – you when you are on vacation and me when you return with numerous complaints… if you would like me to recommend what I feel will deliver the travel experience you really want versus travelling on the cheap… tell me now…”
… however I must decline to book this trip as I know what the outcome will be…”
… however it’s not what I do, and by that I mean the arrangements I book are generally not deals and if they are they are backed by a preferred supplier that will support me should something not go as planned.”
… but frankly, to know that I booked you on that trip would give me nightmares! If you can increase your budget for this trip I will be able to recommend a tour company that I know will deliver on their promise.”
… but chances are I’m not the travel agent to book this trip for you as I deal mostly with specific suppliers and do not sell outside that list.”
You’ve got the idea I’m sure. So many things can go wrong with a cheap trip and mostly it’s wrapped up in the client’s perception of what they thought they would be receiving for their money. When the accommodation is shabby, overlooking the ally etc., the walls are thin… then reality sets in and it will be, have no fear, your fault!
Select your own selling levels and preferences and never sell below them. It’s your reputation and you are allowed to refuse any business that might tarnish it. Use the Take Away close and sell safe.
41. Would you like to put your well-earned skills to practice and set up a new profit center for your agency? If the answer is yes, then you might want to explore opening a travel school in your agency or an adjacent building.
If there’s a low rent retail store vacant near your agency then you might just think about the opportunity to build a walk-in and stay for 3 months clientele.
Having general managed a huge travel school with 10 classrooms, a large computer area etc., I can tell you the route to profits and also total devastation if you set up your school the wrong way. The best and most profitable program would be accommodated by a one to three room
school with morning, afternoon, evening and part-time weekend programs.
The best arrangement for you as a travel agency owner is to start with your own agency as the teaching venue. If you have a boardroom even better. You need space, so the number one activity is to work out where that’s coming from. And it has to be low cost.
The clients you’ll be attracting to your hands-on school will be adults with cash. Not going anywhere near students and student loans. Leave that segment to the generic travel and tourism schools already in the business. You will of course have to check with local laws and make sure you can operate a travel school in your area.
42. The Training Course
As you may know there’s a glut in the market place for talented people to enter the industry as travel agents. Many travel schools are targeting the young person and offering programs ranging from travel & tourism to flight attendant to adventure tourism and tour guiding.
You are in the position to teach what you know hands-on to a more adult audience with existing life skills and a very likely a travel history too. This combination is crucial to your success.
Create your own training program and keep it real and present day… meaning make use of everything online, teach social media marketing skills, how to use apps and mobile marketing too. In other words, your course is going to be cutting edge and with a sales and marketing focus.
Product knowledge as always is delivered by suppliers to the travel trade community. When those events come to town, escort your “students” to the show and manage them well.
The essence of your program would be to deliver to your students the very best of selling travel in the present day and that includes war, terror, and extreme weather and as you well know, much more. This in turn means you must educate your students about travel insurance and travel safety.
There is the chance that you can use, for a fee, the training course of an existing travel school. You can ask and negotiate a fee. Then you would have a basic program to adapt to the specific program you have in mind.
The outcome of your school should be at least three or four people who get it and who can do it. You can offer them a home-based agent role and set them free to make money for themselves and for your agency. As you travel school grows in size you may want to hire in a teaching team or offer the role to members of your agency team for after 5pm courses.
Specialty Courses
You are well aware of existing specialty course that various suppliers and tourism offices offer. These are usually free to travel agents so you cannot charge for them, however you can advise your students to study these courses and your fees are based on the overall cost of your mentoring the student to better understand the content of these online, specialty programs. The Aussie Speciality program is well known in the trade, however a newcomer would need some guidance as to how to put the information to use.
The Challenge
The main challenge to you is that to teach others about the travel industry is more fun than managing the agency. This can tend to sway your loyalties to the point of losing your front end travel business. If on the other hand, travel sales are hard to come by, perhaps the opening of a travel school is the profit center you need until the retail travel market in your area returns.
Putting The Team Together
Chances are you’ll know more than a few travel agents and agency owners who have given up their street front agency to go home-based. Some of these travel agents may be in the mood to teach what they know under your banner allowing you to maintain your core business.
Your home-based travel agent team could also teach online or at least be there for your students who need online support.
This is just a glimpse at the opportunity. Of course there’s a thousand things to think about and action before making the leap. The keywords here are “adults with cash” – do not venture near younger people, foreign students and student loans. If you do, that’s an entirely different ball game with many rules and regulations and let me tell you – challenges.
You might even create the buyer of your agency when you wish to sell it. Hmm?
45. A HOME FOR THE
HOME BASED AGENTS
Big Bark has all your print-marketing needs covered!
201 – 3011 Underhill Ave.
Burnaby, BC
V5A 3C2
BonVoyage
BonVoyage
THE HUNTINGTON GROUP
HUNTINGTON
The agents choice since 1973
Thank you for choosing to travel with MyEscapades.com.
We take pride in providing one-of-a-kind travel experiences
in Africa, Asia, Europe and South America. The majority of our
clients require a trip customized to their likes, interests and
budget. Whether you wish to travel in the lap of luxury or choose
to indulge in an authentic adventure (we call it ‘roughing-it’) we
will create a trip to suit your preferred tastes. In other words,
we will give you a travel experience that goes beyond your
expectations. Rest assured, MyEscapades.com is your perfect
traveling companion.
Before You Travel:
• Ensure that you are carrying your up-to-
date passports and have obtained
any required/necessary tourist visas
for entering the country(s) you are
visiting.
• You trip involves cancellation
penalties in the unforeseen event
that you cancel/postpone your travel
arrangements. Ensure that you are
aware of these penalties.
• Carry your Out-of-Country
Hospital/Medical/Travel Insurance
Policy with you.
• Be aware of luggage restrictions such
as weight, size and type of suitcases
allowed on the international and
domestic flights on your itinerary.
Excess baggage charges are steep
and can cause great inconvenience
• Ensure you have obtained
recommended or required
inoculations. Certain inoculations
are mandatory for travel to endemic
areas. Your travel agent will have
provided full details.
• Check out the availability of local
ATMs in your destination and/or
purchase some local currency or
travellers cheques.
• Give family/friends the contact
information at hotels/lodges you
will be staying during your travel.
Information on your accommodations
is provided within your documents.
• We recommend that you put your
newspaper subscription on hold for
the duration of your trip and have
your mail collected by a neighbour or
held at your local post office.
• It is always recommended that yo u
secure your home with a security
alarm before you leave. 3100 Ridgeway Dr., Suite 17, Mississauga, ON Canada L5L 5M5
1.888.887.9710 | info@myescapades.ca | www. myescapades.ca
BonvoYage
THE HUNTINGTON GROUP
HUNTINGTON
The agents choice since 1973
BIGBARKGRAPHICS.com
T: 905.857.6333 | TF: 1.866.607.1556 | sales@bigbarkgraphics.com
THE TRAVEL AND TOURISM PRINTER FOR OVER 30 YEARS
TOP 6 WAYS WE ARE
DEDICATED TO THE HBA:
1. Easy to use, do-it-yourself, 24/7 online
print-ordering store.
2. No design/setup fees – choose from our
selection of pre-designed templates or
Design Your Own.
3. Full use of our image gallery at no extra
charge.
4. Travel related marketing products such
as calendars and magnets plus all your
standard business products – business
cards, envelopes, letterhead, flyers, and
more.
5. Wide selection of ticket packaging
options for groups, weddings, and
niches.
6. All products available in small quantities
(some as low as 25).
46. w s ww.sellingtravel.net
PleaseshareSellingTravel
withyourcolleagues.Manythanks.
TheHow-ToMagazineforTravelTradeProfessionals
BESURETOVISITTHESTORE!