Strong Hotel Relationships Create Value for Clients, Agents
by Harvey ChipkinThis is the final article in a three-part series exploring trends in hotel-agent relations and how to maximize hotel sales.
For many leisure agents who consider themselves hotel experts, success in hotel sales is more about enhancing the experience for clients – and boosting the agent’s value in the client’s eyes – than short-term boosts in revenue.
Strong supplier relations – nationally, regionally and locally – are key to providing agency clients with value-added extras, including room upgrades and amenities; favorable rates and promotions, and backup protection should problems arise, agents told Travel Market Report.
Some agents say these intangibles outweigh any commission advantage they earn as a result of preferred supplier relationships with hotels or by booking hotels through wholesalers.
Amenities and more
Among them is Karen McCrink, manager of leisure travel for Atlas Travel, an Ensemble Travel Group member in Milford, Mass.
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For Atlas, the overriding benefit of Ensemble’s preferred supplier relationships with hotel companies is the fact that they allow the agency to offer “comparable rates, added-value amenities, upgrades when available, and early check-in and checkout,” McCrink said.
“When we book one of their four- or five-star hotels, the property has to provide our client with some kind of amenity. That might be, for example, complimentary breakfast or entrance into the fitness center.”
When problems arise
Sharon Andrade of Travel Experts, a Virtuoso agency in Raleigh, N.C., said the biggest advantage of working through her consortium’s preferred hotel suppliers, or through a wholesaler, is the backup support.
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“The most important thing they give our clients, which the clients never think of, is an extra layer of security. If something goes wrong, we have our relationship with the property – plus our relationship with the consortium and wholesaler – to assist us,” said Andrade, a travel consultant.
Oversold resort
As an example, Andrade cited an instance last year with a client she had booked into a beach resort in the Dominican Republic during high season. Two days prior to the clients’ arrival, she learned the resort was oversold and her clients would have to change hotels partway through their stay.
Andrade had booked the stay through a wholesaler. Because of her relationship with the wholesaler, she was able to negotiate private transfers to the second hotel and then back to the airport at the end of their stay. They also received a complimentary stay for the following year because of the inconvenience.
Other travelers at the sold-out resort ended up spending their vacations in a city hotel and taking an hour-long shuttle bus ride to and from the beach.
Help – 24/7
Barbara Maxwell, a honeymoon and destination wedding specialist at Viking Travel in Westmont, Ill., said she frequently books hotels through wholesalers as well, because of that kind of support, among other benefits. “They also provide 24/7 help desks and extras like nicely packaged documents.”
Maxwell said she also likes working directly with hotel groups like Leading Hotels and Small Luxury Hotels, because they provide good offers and value-added promotions. “In today’s market, clients really want those extras.”
The relationship factor
Relationships are key to a travel consultant’s success in working with hotels – and making clients happy, agents said.
Agents who drive a lot of business for a particular brand, hotel group or even individual property can realize many advantages.
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“Each of the luxury hotel suppliers have their own versions of preferred programs, most by invitation only, that single out their high-producing agency partners for special client treatment and amenities along with exclusive access to hotel management at the highest level,” said Sharon Fake, director of operations at Travel Experts in Raleigh, N.C.
“Sophisticated and private agent websites created by these chains offer agents a wealth of information to make them experts on properties and enable them to offer clients that extra value they are demanding. It’s a win-win for all parties.”
Laura Madrid, a consultant with Travel Experts in Atlanta, commented that “the most discerning hotel groups reward agents with education, tools, training, fams and extra benefits they can pass on to their clients, or sometimes take advantage of themselves.”
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“Hotels recognize that, at the top-end of the luxury travel market, clients still trust referrals from their agent, and thus agents can move business to hotel companies when they feel the loyalty is reciprocated.
“Having a status with a hotel company allows an agent to show their clients that they have clout with a brand and deliver beyond-average amenities and recognition to clients when they use this brand,” Madrid added.
A strong relationship with a hotel rep can help an agent provide a special amenity or VIP treatment to a client, said McCrink of Atlas Travel. “When there is an issue or response time is lacking on property, a national sales rep can intervene on my behalf and explain the overall value of my business.”
On-site contacts
Having a relationship with someone at an individual hotel can be of immeasurable value to agents. “Business is personal and people take best care of those that they know,” Madrid said.
Madrid cultivates relationships both with on-property contacts and sales reps. “I build a relationship with the worldwide or national office for when I need assistance on a big project or issue or need their introduction to a property who may not know the value of my business.
“However, when it comes to actually ensuring the client stay is exceptional, I rely on my on-property relationships to guarantee everything is in place and expectations are exceeded.”
Marcie Allison, senior consultant with Windy City Travel in Chicago, a member of Mast Vacation Partners, said that for her “relationships with people on property are crucial.
“We do a lot of groups, and so we will tell somebody on property that we’re sending them a big group and that they need to take care of the bride and groom. For instance, they have to give guests rooms close to the reception.”
Putting contacts to work
Maxwell said her agency also cultivates ties at the property level. “We have contacts at the resorts and we use those contacts.
“I recently booked a destination wedding to St. Thomas. The family members booked through me and the guests through an OTA. Those people were bumped and mine were not, because I went to my contact and made sure they were not.”
