The Keys to Selling Hawaii
by Monique Burns /This is the second of two parts.
Selling Hawaii requires many of the same skills used to sell other destinations but agents have to learn about a variety of different islands, sell more activities and excursions to clients and lock in good airfares from both coasts.
Hawaii specialists offered these tips for selling the destination.
Know the destination
There’s no substitute for knowing a destination inside-out. That’s especially true for Hawaii with its four major islands plus two smaller ones.
“The best way to sell Hawaii is to make sure you see it and understand it,” said Levi Sanchez of Blue Sky Tours, a major Hawaii tour operator.
“In some places, the resort is the destination, but in Hawaii, the entire island is the destination. Clients want to get out and explore,” he added.
“The biggest mistake travel agents make is not seeing the destination,” agreed Susan Tanzman of Martin’s Travel & Tours. Tanzman has visited Hawaii regularly for 50 years.
“Travel agents need to take fam tours. Anyone can book a hotel, but clients want a travel agent who can book an experience,” she said.
“Hawaii is a lucrative destination for travel agents, especially those who know the island well.”
In addition to visiting regularly, agents should take advantage of the HVCB [Hawaii Visitors & Convention Bureau] specialist course as well as many other HVCB resources, said Regina Tait of Hawaiivacation4U.com.
Match clients with the right islands
Matching clients with the right islands, hotels and activities allows agents to design memorable getaways that encourage repeat business and bring in new word-of-mouth clients.
“You definitely have to listen to the clients and ask questions about their needs,” said Tait. “Do they want a lot of activity or a very quiet place? What kind of accommodations are they looking for? If beach swimming is important, you have to take that into account. Otherwise, they’ll probably be happy with a resort that has a nice pool.
“You also have to ask about their budget since budget will determine a lot of choices.”
Encourage advance air bookings
Agents can lock in the best deals if they urge clients to book airfare well in advance. Clients also can take advantage of payment plans offered by most tour operators.
“It’s always best to book as far out as possible,” said Sanchez. “Sometimes bulk airfare can be as little as $150.”
Pre-book excursions
Activities are a big part of the Hawaii experience, so agents who pre-book them reap both commissions and client appreciation.
“Try to pre-book activities that are commissionable—luaus, zip lining, adventure tours, helicopter tours, windsurfing, kayaking, Pearl Harbor tours, catamarans, submarine tours, bike rides down Haleakala,” advised Tait.
“With pre-booking, the price is no different, but things sell out,” she added. “Why would you want to worry about getting reservations after you’re there? People appreciate your taking care of everything.”
“It’s important to pre-book activities since some are so popular,” agreed Sanchez. “For luaus, for instance, the best seats sell out quickly. If your client waits, he might get in, but he’ll be at the back.
Besides, added Sanchez, “It makes the travel agent look like a star when customers can enjoy the best activities.”
Act like a concierge
Looking like a pro by booking excursions also helps build strong agent-client relationships that can lead to repeat business.
“I don’t understand why some travel agents send clients off and don’t book excursions,” Tanzman said.
“The biggest mistake we make is to turn clients over to hotel concierges. We should be the concierge. Everything is about building relationships with clients. These relationships are gold.”
Choose the right tour operators
Selling any destination is easier when there’s a strong financial incentive.
Look for tour operators offering hefty commissions, creative ways to boost commissions and prompt commission payments.
“At Blue Sky Tours, we still offer up to 14% commission on the land portion,” said Sanchez. “And we pay the agent’s commission after the final payment is made—not after travel is completed.
“We also have a Set Your Own Commission program that allows agents to add a service fee to bookings,” he added. “Agents actually can mark up bookings.
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