Hollywood Insiders: Give Clients the Celebrity Treatment

Experienced in serving demanding clients and knowledgeable about cultural trends, Hollywood marketers are well-positioned to advise travel sellers on how to achieve their own kind of stardom.

This was evident during a discussion among actors, producers and entertainment marketers who participated in a panel at the recent ASTA Expo in Los Angeles. Called “Secrets of Hollywood: Clever Promotional Ides from Movieland’s Pros,” the panel was facilitated by travel industry educator Marc Mancini.

Handling difficult people
Panelists who work with celebrities shared their take on handling demanding and difficult clients.

“There’s no way to prepare for them, and sometimes they will throw you a curve ball,” said Jeannae Rouzzan, producer and talent coordinator for the BET Awards and co-producer of the Grammy Awards.

Her advice for dealing for clients with difficult demands? Never say no.

“Always say you will find a solution – even if you’re not sure at the moment what it is,” she said. “If you do, they will be on your side. Difficult people know they are difficult. And there is always a solution.”

Special treatment
Difficult or not, clients appreciate small details that make them feel special, Rouzzan noted. “I have one client who always wants red Skittles in her dressing room. It’s the personal touches that count.”

Giving clients special treatment is more important than ever, according to Jay Katz, a partner in the marketing firm Buzztone.

“Social media sites are trying to go to the client direct, but what they don’t have is your personality,” he said. “It’s the little things you do for them – going the extra mile is what sets you apart. People want to feel taken care of.”

Travel trends: food for thought
When Mancini asked for their take on the hottest travel trends, especially among young Hollywood, the panelists were unanimous – food-related experiences.

“Food is incredibly important. There are reality shows all over TV about food,” Rouzzan said. “The first thing people want to know about a destination is the food, the special restaurants there.”

Food experiences are especially important to members of Generation Y, she added. “I’m 31 and food is very important to me and my friends. Trips are planned around the food we will eat.”

Sometimes food is not only the focus, but the nucleus of a larger theme that can include history and culture, said panelist Christina Englehardt, an actor and independent film producer.

“I’m planning to do a Hemingway-themed Paris tour that stops at his favorite bars and restaurants,” she said.

Trips that combine dining with physical activities are also popular, said actor, producer and marketer Melinda Augustina. “For instance, cycling is really big. It helps people justify all the food they will be eating.”

Agent knowledge expected
Travelers increasingly expect travel agents to have in-depth knowledge about destinations, especially restaurant choices, Augustina said.

“Don’t just leave restaurant information up to the concierge,” she said. “You can post a link to Yelp on your website, or provide them with a link to a special restaurant in the place they are visiting. That kind of information is invaluable.”

Finding restaurants to recommend may require the agent to do some digging, Katz said.

“Food is a really important part of local culture – people want a restaurant that isn’t filled with everyone from the cruise ship,” he said. “You don’t have to recommend the nicest restaurant, but one that is authentic.”

Beyond the obvious
In general, affluent travelers in the 25-to-40 age group want a variety of authentic travel experiences, Rouzzan said.

“For this market, you really have to know everything about what you are selling. They want the travel agent to have been to the destination. Even celebrities don’t always want to stay at a Four Seasons. They want something special.”