Small Luxury Hotels Of The World To Upgrade Agent Loyalty Program

by Cheryl Rosen  and  Richard D’Ambrosio
Small Luxury Hotels Of The World To Upgrade Agent Loyalty Program

The view looking north from the Small Luxury Hotels of the World reception this week.


Small Luxury Hotels of the World (SLH) in June will launch an improved travel agency loyalty program—a bow to the increasing importance of the channel, especially to the American market, CEO and chairman Filip Boyen told TMR yesterday.

At a SLH showcase for travel agents and the press at the Bar SixtyFive at The Rainbow Room in New York’s Rockefeller Center, Boyen said the company will relaunch an upgraded consumer loyalty program as well.

The existing program for travel agents “is not impactful enough; we need to do something more meaningful for our travel consultant partners,” Boyen said. “Two-thirds of our business comes through travel consultants and I strongly believe they are the future, especially for small and unique properties like ours. In the American market in particular, they make it their business to know what they are selling, so they can explain the unique attributes of each property to their customers.”

Still, many of the properties in the group “are doing a wonderful job working with travel agents,” said Valerie Wilson, chairman and CEO of Valerie Wilson Travel in NY.

The LeFay Resort and SPA Lago di Garda, Italy, for example, is hosting its first travel agent fam later this year. Said director of sales Manola Fresta, “We’re bringing spa specialists to help them experience the spa so they can describe it better to their clients.”

Mathias Saleborn, director of sales and marketing at the soon-to-open Nobu Hotel in Ibiza, Spain, said travel agents will be critical to the properties attracting American families looking for an alternative to more popular Spanish destinations, like Majorca and the mainland. The hotel opens June 30.

“It’s great to have these events and meet the properties personally,” said Robin Fox, luxury travel specialist at Worldview Travel in Manhattan. “They might have a local sales rep whom we know, but it’s nice to have these GMs from small hotels come and meet us personally. It’s all about bringing back those intimate one-on-one relationships that clients want in a five-star luxury property. And that’s what a travel agent can deliver when you have a relationship with the hotel. You say, ‘Make my client happy.’ And they do it for you.”

  0
  0
Tip of the Day

A common scam involves a call from what is apparently the hotel front desk asking for your credit card number confirmation. When the number they claim to have is confirmed wrong, they request the correct number.

 

Eran Feinstein 

Daily Top List

The World’s Top Five Airports

1. Changi Airport, Singapore

2. Hong Kong International Airport, Hong Kong

3. Zurich Airport, Switzerland

4. Hamad International Airport, Doha

5. Schiphol Airport, Amsterdam, The Netherlands

Source: Wanderlust

TMR Recommendations
Top Stories
The Ritz-Carlton To Launch Three-Ship Yacht Cruise Line
The Ritz-Carlton To Launch Three-Ship Yacht Cruise Line

Marriott’s Ritz-Carlton Hotel Company is diving into the yachting segment of the cruise market.

Universal Orlando Sets Its Sights Higher
Universal Orlando Sets Its Sights Higher

From private cabanas to VIP Experiences, touches of luxury, hand-holding and line-jumping can make the Universal Orlando experience something completely different from that of the hoi polloi.

Nick Walton's Welcome To Asia, June 2017
Nick Walton's Welcome To Asia, June 2017

The indomitable Nick Walton offers up a monthly list of top hotel openings in the Asia-Pacific region.

Crystal Cancels AirCruises Program For 2017 And 2018
Crystal Cancels AirCruises Program For 2017 And 2018

Crystal will focus on offering the aircraft for full charters instead of selling seats.

Wyndham And Marriott Look To Collection Brands
Wyndham And Marriott Look To Collection Brands

Marriott International CEO Arne Sorenson said by 2019 the company will expand its three collection brands of more than 240 hotels by nearly 50%.

Luxury Travel Agent Enables Digital Corporate Nomads
Luxury Travel Agent Enables Digital Corporate Nomads

Brownell Travel launches three-month 'sojourns' for travelers looking to live and work abroad.

News Briefs
Advertiser's Voice
Advertiser's Voice: American Queen Steamboat Company