Whirlwind Year at Travel Impressions Ends on High Note
by Richard D'Ambrosio /
Scott Wiseman was named president of Travel Impressions (TI) a little more than a year ago, joining the company during a period of operational challenges, repeated terrorist incidents and unprecedented weather events.
In that short time, he has helped flatten the leadership organization to move decision-making and communications channels closer to the front lines; made the company more responsive to its agency customers; and expanded TI’s tour products. Importantly, he also has overseen the introduction of new technology and educational programs meant to assist agents in growing their business.
Wiseman, who joined TI from Abercrombie & Kent in July 2016, described the year “almost like a relaunch for us in a way. We moved forward on a lot of initiatives that we needed to do, while we worked on improving critical things like technology.”
TI also expanded its tour products, including Iceland in September, and added itineraries to what Wiseman dubbed “the rest of the world,” more secondary cities outside of main tourist destinations like Paris, London and Rome.
As a result, TI has experienced “strong double digit growth” and has one of the “strongest forward booking cycles we’ve seen in a long time,” said Wiseman this weekend at the company’s annual Best of the Best celebration, at the Secrets Cap Cana Resort and Spa in Punta Cana, Dominican Republic.
But the growth didn’t come without some pain. Wiseman described how the company flattened the TI management team, and reshuffled some employees to positions that better suit their talents and expertise to address internal obstacles to delivering timely and responsive service.
Addressing customer service concerns
On stage, he acknowledged that TI was wrapping up the process of correcting customer service and other issues, noting that working with TI Groups the last year or so caused “difficulties and pain” for agents.
“We were not happy with all of the management and supervisory skills in our groups department. So a lot of this was putting the right people in the right positions,” Wiseman said.
“Almost all of the change can create a drop off in service, but we are leveling out and getting this all adjusted,” he told the approximately 375 delegates attending the 22nd annual event, including 135 of the company’s top performing agents.
Part of the challenge, Wiseman acknowledged, was that TI was implementing the change during tremendous upheaval. With geopolitical issues and extreme weather events, 2016-2017 “was a rough time” to push these initiatives forward, he said. “But we kept the foot to the pedal. This year was a big success in a short period of time and showed our clients that a really big company like TI could make big changes and impact their business.”
In addition, Travel Impressions’ parent company, Apple Leisure Group was purchased by KSL Capital Partners at the beginning of this year.
Later, Wiseman discussed his on-stage frankness with Travel Market Report, describing how during his tenure, “the agents who are long-time supporters of TI took the opportunity to point out what we could do better. Since we had so many of those agents in the room at the same time, I took the opportunity to acknowledge where they felt our focus should be and make sure they know that we heard them.”
Chat service and education for agents
During the last 16 months, TI also has received positive feedback and increasing use of a chat service for agents to request price matching while on the phone with their clients. Wiseman said this and other technology investments “help agents grow incremental business and work with us in an easier capacity.”
Also, in March, TI launched Travel Impressions University, a web-based education platform with a closed Facebook group for agents to enhance their expertise and skills. More than 1,200 agents have graduated from the program already.
Flex Groups and cloud-based marketing tools announced
TI announced it will roll out in January to Best of the Best agents first, its new Flex Groups group marketing and planning program — a resource for agents booking smaller groups like family reunions, corporate and incentive groups, anniversaries, bachelor and bachelorette parties, retirement and anniversary trips, and other milestone occasions.
“With all these different categories and the fact that families, companies, and friend groups come in all different sizes, supporting group travel meant getting even more creative,” Wiseman said, noting Flex Groups is applicable to bookings of as few as five or more rooms. “Managing groups is a very manual process. Bringing this technology in place will make lives a lot easier for agents.” All agents should have access to Flex Groups by the 2018 second quarter.
Wiseman also took the Best of the Best platform to announce TI360°— a cloud-based tool that allows agents to create comprehensive marketing campaigns online and off.
The company also announced it is launching tours to Colombia next year; and said it will be relaunching its Asia product in 2018, moving from its traditional partner Wendy Wu Tours to SITA World Tours.
Highlighting its synergies with its new parent company, Apple Leisure Group, TI also announced the introduction of the Connoisseur Collection by Karisma, a collaboration with the luxury resort operator building on the success of ALG Kids Concierge.
There are two categories of agents who attend Best of the Best. All agents need to achieve at least a minimum of $750,000 in total bookings, with “positive booking trends for future years.” Globe winners must achieve a minimum of $2 million in bookings. TI had 35 Globe agencies in attendance this year.