Small Luxury Hotels Of The World To Upgrade Agent Loyalty Program

by Cheryl Rosen  and  Richard D’Ambrosio


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
TMR Recommendations
Top Stories
Raffles Singapore Officially Reopens

The property is fully open, offering new suite categories, restaurants and bars, while maintaining its distinctive architecture and legendary service.

This Hotel Feels Like the Ideal London Home

With every amenity planned to perfection, and a bit of town and country rolled into one, the Mandarin Oriental London is back in business and catering to discerning travelers.

AmaWaterways Welcomes AmaMora Into Fleet

The new river cruise ship will sail guests in 78 staterooms with the line’s signature twin balconies, offer two restaurants, and focus on wellness.

Hilton Boosts Growth Across Its Luxury Brands

The hotelier has 11 current and projected hotel openings planned for its three luxury brands.

Four Seasons Private Jet Releases Two New Itineraries for 2021

Starting at $163,000 per person, the ultra-luxury journeys visit destinations such as Jordan, Egypt, Easter Island, Angkor Wat, Athens, and Madrid.

Red Carnation to Open First Hotel in Scotland

The seven-story property will be a highly exclusive retreat with sweeping views of Edinburgh Castle.

News Briefs
Tip of the Day

As travel advisors, we have to be curious. Curiosity leads to impactful connections that pave our road to success. - Jenn Lee, VP of Sales and Marketing, Travel Planners International

Daily Top List

The Most Popular Attractions in Philadelphia

1. Reading Terminal Market

2. SugarHouse Casino

3. Independence Visitor Center

4. The Liberty Bell Center

5. Peddler’s Village

Source: VisitPhilly

TMR Outlooks
Advertiser's Voice
AmaWaterways - Christmas Markets