Search Travel Market Report

cruise planners
ALG Sponsored
ALG Sponsored
mainlogo
www.travelmarketreport.com
  • News
  • Tours & Packages
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Niche & Luxury
  • Well-Being Travel
  • Training & Events
  • Who We Are
    • Anne Marie Moebes
    • Brian Israel
    • Dan McCarthy
    • Denise Caiazzo
    • Marilee Crocker
    • Paul M. Ruden
    • Dori Saltzman
ALG sponsored

Getting Out of the ‘Price Game’

by Ana Figueroa / May 07, 2015

Travel agents want to get out of the “price game” and they can do that by selling more upscale products, according to Mark McMullen.

The author of the newly-revised book, Strategies for Selling More Successfully, McMullen, CTC, is also a trainer and facilitator for The Travel Institute and the executive vice president of Catapult New Business.

Travel Market Report spoke with McMullen about the importance of the luxury market as well as building a customer base, branding, and the digital arena.

You emphasize the importance of reaching affluent buyers. Is that a key message for agents?
McMullen:  Agents want to make more money, and they want to get out of the price game. They can do that by selling more upscale products. We devote a number of chapters on how to move from the mass market to the luxury market. We emphasize how to appeal to the luxury customer.

Success in selling comes from knowing your customer or potential customer. We have a lot of discussion about who the affluent are; their likes, dislikes and how to connect with them.

Do you have specific suggestions for dealing with the affluent?
McMullen: The affluent customer is very different than the mass market client. They have a high level or expertise and they are looking at your personal and professional presence.

As a professional, they will judge you by your level of knowledge, your accreditations and experience. And as for your personal presence, how you carry yourself is important. Always remember that you still have to deliver value, even for the luxury client.

What other advice do you give agents?
McMullen:  The whole digital arena is important. Agents need to understand how to drive people to their website and their Facebook page. If you have a great website, you can make your business seem much bigger than it is. Social media is important, because people pay attention to what is posted there.

But the key message I hope to get across is the importance of being proactive. The most successful agents are those that reach out for the business. They don’t wait for it to come to them.

What’s the best way to start reaching out for that business?
McMullen:  Think in terms of branding. The more you can differentiate yourself, the more value you add to your business.
Obviously, learning to cultivate a niche is important as well. Specialize in something you are passionate about. It can be golf, wine trips, river cruises or particular destinations.

Merchandise yourself and your brand in everything you do: website, social media and business cards. Build up an affinity group business. You’ll be rewarded with loyal clients and referrals.

What advice do you have for agents looking to build their customer base?
McMullen: First of all, they need to embrace change in order to grow. It’s key for agents to be proactive and try different things. They need to see themselves as consultants; a gateway to people’s dreams.

It’s no different than being a financial advisor for JP Morgan. Agents are professional advisors.

You interact constantly with agents in your work for The Travel Institute. What themes or topics are resonating with them at the moment?
McMullen:  There’s definitely a positive overall atmosphere. Most of the agents that I train are highly motivated because they love the travel business. They got into it because it allows them to do something they have a passion for.

Most of them honestly didn’t get into it to get rich. The upside of this business is that you can really leverage a personal passion to drive revenue. That’s highly satisfying.  

At the same time, what are the biggest challenges facing agents today?
McMullen:  There are plenty of challenges and always will be. The industry has seen so many changes. Agents have struggled with relevance over the years. Suppliers have cut commissions or eliminated them altogether.

And there’s been competition from the online travel agencies. Those agents that survived 2008 came out better because of it. They’re more focused and more aggressive in building their customer base.

  8
  0
ALG Sponsored

MOST VIEWED

Brought To You By
  1. Federal Mask Mandate on Planes and Public Transportation No Longer in Effect
  2. How Is the War in Ukraine Affecting the European River Cruise 2022 Season?
  3. European Union Will Drop Its Mask Mandate for Travel Next Week
  4. Despite CDC News, Masks Still Required at New York Airports
  5. 5 Client Types You Can Immediately Disqualify for a Virgin Voyages Cruise
  6. Trivago Hit With Massive Fine from Australian Federal Court Because of “Misleading” Conduct

MOST EMAILED

Brought To You By
  1. European Union Will Drop Its Mask Mandate for Travel Next Week
  2. Federal Mask Mandate on Planes and Public Transportation No Longer in Effect
  3. How Is the War in Ukraine Affecting the European River Cruise 2022 Season?
  4. Japan Could Reopen to North Americans Next Month
  5. 5 Client Types You Can Immediately Disqualify for a Virgin Voyages Cruise
  6. Advising Clients in a Maskless Travel World
ALG sponsored
TMR Subscription

Subscribe today to receive daily in-depth coverage, analysis of industry news, trends and issues that affect how you do business. Subscribe now for free.

Subscribe to TMR

TMR Recommendations
Daniel Zim
Zim Travel Law, PLLC. Demystifying Complexity with Down to Earth Advice. Attorney Advertising.
hbar
Rodney Gould
Rodney E. Gould concentrates in travel and tour-operator litigation and regularly counsels travel-related entities worldwide.
hbar
Tom Carpenter
Carpenter Law Office - Representing clients in the travel and tourism industries. Attorney Advertising.
hbar
Top Stories
Headquarter Happenings: Avenue Two Travel's First-Ever Collective
Headquarter Happenings: Avenue Two Travel's First-Ever Collective

“We have long dreamed about hosting an event like this so incredible to think the dream has come true on the heels of some of the most devastating times of our lifetimes." 

Read...
Who Is the Ideal Virgin Voyages Client?
Who Is the Ideal Virgin Voyages Client?

Some psychographics, demographics and group types that will help you narrow down which of your clients are most likely to love the Virgin experience. 

Read...
Why Facebook Groups Are So Important for Travel Advisors
Why Facebook Groups Are So Important for Travel Advisors

Travel advisor Facebook groups have become an invaluable resource and source of support for advisors, especially during Covid. But there are pitfalls.

Read...
How to Future Proof Your Travel Agency
How to Future Proof Your Travel Agency

A three-pronged approach to business stability. 

Read...
5 Client Types You Can Immediately Disqualify for a Virgin Voyages Cruise
5 Client Types You Can Immediately Disqualify for a Virgin Voyages Cruise

These are the five client types who would NOT enjoy a Virgin Voyages vacation. 

Read...
Travel Advisors Talk Problems—and Solutions—at TMP West 2022
Travel Advisors Talk Problems—and Solutions—at TMP West 2022

Here's what advisors said when asked about the problems they faced over the past two years, and their possible solutions.

Read...
TMR Outlooks
Multi-Gen Outlook
Distribution Outlook (1)
New to Cruise Outlook
Expedition 2020
Wellness Outlook
River Cruise Outlook 2019
View All
Advertiser's Voice
https://img.youtube.com/vi/V4p9g8_GIls/0.jpg
Video: How Do Travel Advisors Settle on a Niche?
About Travel Market Report Mission Editorial Staff Advisory Board Advertise
TMR Resources Webinars Calendar of Events
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
71 Audrey Ave, Oyster Bay, NY 11771
News|Leisure Travel|Land Vacations|Cruise|Canada Retail Strategies|Well-Being|Luxury|Training
© 2005 - 2022 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | 243 South Street, Oyster Bay, NY, 11771 USA | Telephone (516) 730-3097| Terms and Conditions
Cookie Policy Privacy Policy