This is a guest article by Brian Tan, founder and CEO of Zicasso, an online luxury travel referral service that connects consumers with the top travel specialists.
In recent months, some industry research reports found that more consumers are now inclined to use a good travel agent, reversing a downward trend.
That’s good news for the offline agent industry and certainly there are many reasons for optimism.
However, the travel agent industry continues to be a challenge, with very low average annual incomes and almost no top young talent joining the industry. Yet, there are still those who perform much better than the rest.
As CEO of Zicasso, it’s been part of my job to find these top performers, partner with them, coach them, and make them even better performers.
Based on my interactions with them and analysis of thousands of traveler-and-travel-specialist interactions on Zicasso, I’ve put together a list of 20 useful tips for travel agents.
The ideas in the list are things that every agent can do – right now – in order to adapt to and thrive in today’s environment, in which travelers want personalized attention, good value, and the convenience of the internet.
1. Specialize
Pick a few destinations or activities and resolve to be a better expert at them than anyone else. Consumers now have access to so much travel information, particularly at their fingertips via the Internet that they have themselves become “generalist travel agents.” When they seek help, they’re seeking a true specialist.
2. Personalize
Differentiate yourself from DIY, self-service online solutions – and instead give consumers highly personalized service, recommendations, etc., right from your very first interaction with them — whether online, by phone or in-person.
3. Develop a repertoire of unique experiences and special access
It’s all about selling experiences. The more unique, the more value you’re adding. The more you can get clients access to special events or people, the more differentiated you are.
4. Be complex
Consumers can book the simple trips themselves (e.g. point-to-point trips such as Seattle to Las Vegas). Travelers really need agents for complex trips (e.g. longer international trips or cruises). Your energy and specialization should be on these complex trips.
5. Go upmarket
Segment the market into two traveler types: Those with more money than time, and those with more time than money. Agents can only compete for the former segment’s business. Travelers with more money than time value purchasing a travel agent’s expertise and ability to handle every aspect of the trip.
6. Work with net rates rather than take commission
Especially for custom tours, agents should consider getting net rates from suppliers and marking them up rather than taking commission. This gives pricing flexibility and better cash flow, and reduces the hassle of collecting commission.
7. Constantly do a self-check: Am I delivering the best value?
The market’s constantly changing. For all your products and services that you offer, are you getting competitive rates? Do you have a variety of strategies to get your clients the most value?
8. Master your pitch
Have you perfected your pitch if clients ask: “Tell me about yourself and your agency,” or “What makes you different from other agents?” What are the top three messages in your pitch? Memorize them.
9. Brush up on “trusted advisor” sales skills
It’s a consultative sales job: Most agents can sell a lot more if they can be perceived as a trusted advisor. This means relationship-building and trust-building skills rather than pushy sales skills.
10. Develop a trusted reputation/brand
Get yourself or your agency written up in national media or at least your local newspaper. Join the BBB. Get clients to write you endorsements on LinkedIn. Build your reputation with real traveler reviews on a referral service.
Comments
Post a Comment