Tour Ops to Agents: Here’s How to Boost Profits in 2013

Travel agents can turn a bigger profit on tour sales in 2013, provided they recognize the trends, respond to customer preferences and heed traditional sales advice.

That was the word from tour operators asked by Travel Market Report to share their top advice for travel sellers in 2013. Their suggestions for agents ranged from tapping into the experiential travel trend to focusing on groups, to converting cruise clients to land vacations.

Much of the advice, though, holds true for any year. “I find far too many agents talking about how bad business is,” said Gavin Tollman, CEO of Trafalgar Tours. “The ones who prosper are the ones who add value.”

Following is a roundup of sales suggestions for agents from major tour operators.

Be exceptional
“Travelers understand that when they come to an agent they are coming to an expert. That’s a huge opportunity for agents to succeed, but it’s beholden on them to do the research. Ensure that when customers come, you provide exceptional service. It’s 12 times more expensive to find a new customer than to keep an existing one.”  – Gavin Tollman, CEO, Trafalgar Tours

Ask: ‘Do you want fries with that?’
“Experiential travel should be a priority for agents. If I were an agent I would try to create something unique for clients at a destination. We offer excursions, for instance, and agents don’t book them as often as I’d expect. It’s like the guy who doesn’t ask, ‘Do you want fries with that?’ These experiences make a trip special. They represent more than the income for the agent. If the trip is special the customer will return.” – Steve Gorga, president and CEO, Travel Impressions

Get the best deals for clients
“Having clients book early should be a priority for agents. Get people to book now; it might be the best airfares of the year. That’s resonating with Insight’s business. We’re seeing probably the earliest booking patterns — for March to the end of the summer — that we’ve had in the past three to five years. Agents should be telling clients, ‘Book now for your best deal.’”– Phil Cappelli, vice president sales development & national accounts, Insight Vacations

Ask, ask, ask
“Qualifying clients is more important than ever. Agents need to ask more questions than they ever have before. The Ritz-Carlton Kapalua, for instance, has 20 different specials, along with a family program and a golf program. The golf program includes free unlimited play –– that could cost clients $250 to $300 a day in greens fees. If agents ask the right questions and do the research they’ll be able to put clients in the right place. There’s more information now than ever before and consumers have become so much more savvy. Agents need to educate themselves and take it to the next level.” – Greg Bernd, co-president, Classic Vacations

Groups mean more business . . .
“Agents should do group business. Put groups together, as opposed to waiting for individual clients. Putting a group of eight or 30 together is a way to take control of your bookings. Organize a travel show or a travel night; have a special guest speaker or a promotion. These events have had a bit of a resurgence.” – Scott Nisbet, CEO, Globus Family of Brands

. . . and more repeat clients
“Our group business has exploded over the last few years. For agents, a group of 30 clients means 30 potential customers in the future. All of these clients have birthdays and possibly other special occasion travel. They also present a greater opportunity for repeat business.”– Steve Gorga, Travel Impressions

Don’t sell discounters
“Agents should only sell companies that don’t allow discounting. We don’t take bookings from any discounters, including the three most prolific agency discounters on the web. That way agents don’t have to worry their clients will get a particular tour for less. There’s a value attached to agents’ time and the vetting process they go through helping clients make decisions.  By [our] not working with discounters, there’s no need for agents to match that price and accept a cut in their commission.” – Dan Sullivan IV, director of sales, Collette Tours

Convert cruise clients to land tours . . .
“I would send a postcard to every past client who took a Mediterranean or Baltic cruise with a note saying, ‘You had a great overview of a Europe holiday on your XYZ cruise in XYZ month. I would love to talk to you about going back in 2013 and how to experience Europe as a local. I also have some great deals to share with you.’ I am certain that will solicit some great calls and great leads.”— Marc Kazlauskas, president, Insight Vacations

. . . for greater profits
“Agents should be selling guided tours. They can make much more money by a wide margin on a tour than a cruise. At Collette they get paid on everything; they get a commission, for instance, on transportation to the airport.”— Dan Sullivan, Collette Vacations