Training Is Essential to Boost Land Vacation Sales
by Jessica Montevago /
This article is from TMR's upcoming Escorted Tour Operator Report Card for Travel Agents. The report, which will be released in the coming weeks, is the fourth in a series of supplier policy report cards designed as a useful resource for travel professionals.
Having a diversified portfolio of travel products to offer clients can be a key strategy in keeping them happy. One tried-and-true way that travel agents can develop a good understanding of the numerous land vacations on the market, is to take advantage of the new and updated training programs being offered by tour operators, as they invest in more support for their trade partners.
Educational opportunities give agents the tools they need to stay up-to-date on itineraries and promotions, as well as to qualify them to be rewarded through special benefits and incentives.
Collette is in the midst of developing a new e-learning system, going live this fall, as it looks to improve the overall user experience. Its current course educates agents on both selling tactics and Collette’s various product lines.
Meanwhile, earlier this year, the Globus family of brands unveiled a new training program for all four brands — Globus, Cosmos, Monograms and Avalon Waterways. It is available for agents via their desktop or a mobile/tablet app; and provides progressive online learning tools to help them retain and apply the information with selling tips, client profiling tools and destination information to help grow their business.
“With so many new products, and emerging destinations, we want to ensure our agents are always on the cusp of innovation as it relates to Globus, Cosmos, Monograms and Avalon Waterways," said Vanessa Parrish, channel marketing manager for the Globus family of brands. “Continuing education is so very important to the travel agent community, and it is why the Globus family continues to invest in best-in-class learning tools.”
The other important resource for advisors is their District Sales Managers, who can work with agents one-on-one to schedule sales calls, events, webinars, conferences and tradeshows. Mayflower Tours, which focuses on groups, has sales managers available to conduct trainings as well as presentations for agencies.
“Relationships are key, and training is a great opportunity to start building that District Sales Manager/Travel Advisor relationship.” said Shannon McGee Whitebread, director of sales for Insight Vacations.
Insight’s DSM team is available to do training with agents whenever and where ever it is most convenient for them, whether it be in office, in a coffee shop, with a group, or one on one. They also set up general training events. “It is as important to strengthen your sales skills as your product knowledge, which is why we include a bit of sales training in all of our sessions,” McGee Whitebread added.
Trafalgar, too, sees the importance of this partnership and continues to grow its team. It has added one new DSM to its staff of 16 available to the retail travel trade nationwide, as well as a senior development manager dedicated to host accounts.
Insight and Trafalgar – both under The Travel Corporation’s (TTC) umbrella of travel brands – are also a part of the company’s recently introduced online learning platform, TTC Academy. It provides one central location for advisors to take courses from Trafalgar (which has two up and a third under development), Contiki, Luxury Gold and Insight Vacations. Each course provides an in-depth look at the brand and offers the best selling practices.
Two courses about travel to Africa are also underway. In addition, the company introduced its first parent company course, called TTC: Your Best Trade Partner, highlighting their diversity of immersive travel experiences.
With Tauck, travel advisors who complete the five-module online specialist course gain exclusive access to the Tauck Agent Rewards promotions; and an exclusive invitation to participate in an upcoming Tauck Academy, which incorporates classroom modules, roundtable discussions, on-tour experiences, and signature “sparkling events.”
Travel advisors are hand-selected to participate in Tauck Academy based on booking performance with the tour operator or potential to achieve as identified by Tauck staff or industry leaders. Participants represent the top luxury agencies and are typically the highest producers in their respective markets.
“Tauck Academy offers agents a high-touch, personal connection with Tauck and has an experiential element to it as well, while the online specialist training is shorter, delivered virtually, and is available on demand to provide greater accessibility, said Kaci McAllister, director of sales and marketing for Tauck. “These two platforms combined allow us to reach the widest audience, and we have seen outstanding results with both.
McGee Whitebread concluded, “We work in an industry that can change minute to minute so it is important to stay on top of trends and new offerings.”