Music Festivals Are A Ticket To Travel Agent Profits

by Richard D'Ambrosio

This weekend marks the beginning of the annual Coachella Valley Arts & Music Festival (April 14-16 and 21-23), attracting upwards of 100,000 attendees per day, with musicians, bands and visitors traveling from all over the world.

The travel industry has adopted the event, arguably the preeminent American music festival, as an opportunity to sell travel to the Southern California destination, just south of Palm Springs. The concerts are so popular as a destination trip that Marriott International this year set up eight safari tents at the site, equipped in luxurious style, with premium bedding, private restrooms and even air conditioning. The tents are available to Marriott loyalty program members only, for the second weekend of the festival, April 20 to 23.

Attending these multi-day music festivals can be a boon for travel agents. Lollapalooza in Chicago averages more than 160,000 visitors over three days, and this year will feature Paul McCartney, Metallica and Florence + the Machine. In Canada, Quebec City hosts its annual 11-day summer music festival in July, and in Switzerland, the Montreux Jazz Festival, set on Lake Geneva, attracts more than 200,000 music lovers.

“People will travel to an event and wrap their vacation around it. It is about the rise of experiential travel, and giving your clients the end-to-end experience,” said Jeffrey Pawid, business development manager at Events 365, a web-based portal designed solely for travel professionals. It offers commissions starting at 6.5% on a full suite of concert and festival travel solutions, bookable directly in Sabre as Red App, and on Galileo and Apollo.

Pawid, a former travel agent, suggested agents “should be asking clients, ‘What are your interests? Why are you going to New York?’ And the system will tell you whether there are events your customer might want to attend.”

Agents can also be more proactive, and look for events to book group business into. “We’re working right now with an agency in Louisiana. The Saints are playing at Wembley Stadium in London in October, and the agency is promoting a five-night trip with flights and tickets. We make them a full-service travel agency,” Pawid said. Travel agents can also send clients a link to Events 365 based on their travel dates. If a client books through that link, the agent will get the credit and commission.

Pawid said some of the most popular events to which customers travel are the Kentucky Derby, European soccer and the Indianapolis 500.

TMR Recommendations
Top Stories
Look-a-Like Travel Booking Websites Could Cost Consumers

Legitimate looking websites appear to represent popular airlines and hotel chains, but they are costing travelers money and creating customer service nightmares.

Low Unemployment Impacts Travel Advisor Hiring

As Americans find jobs in other industries, it’s getting harder and harder to attract quality leisure travel agents and in states with high travel agent populations, unemployment hovered at all-time lows this summer.

Southwest Airlines Opens Booking Access to Business Travel Managers

The new agreement will enable travel managers to book Southwest Airlines travel through their preferred channel.

An Under-Par Day: ACTA's Golf Tournament Plus Lobbying Ontario Government

Association says province's travel advisors face 'dramatic increase' in fees from under-funded consumer protection program, unless government delivers on requested changes.

Technology Has Only Begun to Impact Travel Insurance

Travelers already benefit from instant flight delay payments, app-based claims processing, and in Canada, hourly premiums. What’s in store next for travelers and travel agents?

Airfare and Hotel Prices Will Stabilize in 2020, Study Says

While a damper on price hikes should be good news for travel advisors and their clients, the factors behind it are less positive.

News Briefs
Tip of the Day

As travel advisors, we have to be curious. Curiosity leads to impactful connections that pave our road to success. - Jenn Lee, VP of Sales and Marketing, Travel Planners International

Daily Top List

The Most Popular Attractions in Philadelphia

1. Reading Terminal Market

2. SugarHouse Casino

3. Independence Visitor Center

4. The Liberty Bell Center

5. Peddler’s Village

Source: VisitPhilly

TMR Outlooks
Advertiser's Voice
AmaWaterways - Christmas Markets