Booking Frequent Flyer Tix Pays Off for Mass. Agency
by Judy Jacobs /Booking frequent flyer travel may seem like a hassle that doesn’t pay, but for one Massachusetts agency offering this service has proved well worth it.
For agents, frequent flyer arrangements are both tricky and time-consuming, but at Wayland Travel this service is attracting new business, adding value for existing clients and leading to higher-priced bookings, said president Karen Schragle.
“We get a lot of new clients this way. It attracts regular referrals, all through word of mouth.” The clients come from all over, most from far beyond the Boston suburb where the agency is located.
Five or six of Wayland Travel’s 20 salaried employees are skilled at working frequent miles. “For a lot of agents that’s not really part of their work. For us, it’s a luxury leisure component,” said Schragle.
Fees charged
The agency, a member of Signature Travel Network, charges fees ranging from $50 to $250 per person for researching and booking rewards tickets.
A coach award costs between $50 and $100 per person, and business and first class awards are $100 to $250. A ticket plus upgrade is usually a double ticket fee.
Yet because handling frequent flyer rewards is typically time-consuming, the fees don’t necessarily cover the agency’s costs.
The pay-off
What makes it a good investment is the fact that these clients often will probably spend more money elsewhere, Schragle said. “It completely influences what people will buy.
“It’s a great tool, because it changes the way somebody buys the rest of their trip components. If you can save them $10,000, they’re not going to hesitate to stay in five-star hotels or upgrade to suites.”
Schragle also said that people who get used to flying in business class and first class as frequent flyers often don’t want to go back to economy class. That makes them more likely in the future to buy more expensive tickets when they don’t have enough mileage to get one for free.
Still, it’s time-consuming
Arranging frequent flyer rewards travel does take quite a bit of effort, especially for more-complicated requests, such as transferring points between airlines. (It’s far easier when double mileage awards are available, allowing frequent flyer members to get a seat anytime by paying double the mileage, or more, Schragle said.)
It also depends on the client.
“The key to success is to work with clients who can turn on a dime when you find a seat. The difficulty is clients who take time, because by the time they decide what they want to do, the seats are gone and you have to start all over again," Schragle said.
Her agency also educates its clients. “We coach them on which credit cards grow miles in the right places. We can help them in using their loyalty points, but that will only be for a regular client.”
It’s worth it in the end, according to Schragle. “Our goal is to develop lifelong, loyal clients. To add value and teach them the way to integrate miles and dollars into their travel spending is a fast way to attract and keep loyal customers.
“But you have to be good at it, and it’s hard work.”