10 Tips for Selling Scandinavia: This Destination is Booming

by Monique Burns July 16, 2014

This is part two in a series.

Two-thirds of U.S. travelers to Scandinavia (69%) book their trips through travel agents. That’s great news for agents when, these days, record numbers of Americans are heading to Scandinavia year-round.

For agents looking to enter the booming Scandinavia market, here’s advice from the pros on how to attract clients, learn about the region, and make a trip more affordable.

1. Take the new Scandinavia Specialist course.
A new online course offered by Scandinavian Tourism provides basic information about the region and individual countries – Denmark, Finland, Norway and Sweden – as well as airlines, hotels and other suppliers. The course is free and can be downloaded any time. (See sidebar)

2. Take courses and webinars offered by tour operators.
Many tour operators offer online courses and other training tools.

“We host webinars regularly, offer an online course called Hurtigruten Academy, and provide in-house trainings which our sales managers can set up locally,” said Gordon Dirker of Hurtigruten, whose company offers cruises to Norway’s fjords, Scandinavia’s top attraction.

3. See the destination firsthand.
The national tourist boards of Scandinavia Tourism, as well as tour operators, offer regular fam trips to the region and individual countries.

4. Suggest Scandinavia to clients who have already “done” Western Europe.
Clients who have visited Western Europe several times might be up for something new—like Scandinavia. Make the pitch citing the region’s great natural beauty, its historic and culture-filled cities, and its fresh New Nordic cuisine,

5. Be prepared to debunk myths about Scandinavia.
Be prepared to debunk myths.

Contrary to popular belief, Scandinavia is not a land of perpetual ice and snow, but enjoys pleasant weather much of the year. Though Scandinavian languages are unfamiliar to many Americans, most Scandinavians speak excellent English.

6. Consider using tour operators that specialize in Scandinavia.
Large U.S. tour operators like Abercrombie & Kent, Tauck and Eurobound offer escorted and independent tours to Scandinavia, but offerings can be limited.

Consider a tour operator that specializes in Scandinavia like Minneapolis-based Borton Overseas, which began in the 19th century as a travel company offering Scandinavian immigrants passage to the U.S. The company now has 175 entirely customizable tours.

Other companies specializing in Scandinavia are Brekke Tours, Continental Journeys and Scanam World Tours.

7. Search for ways to reduce clients’ costs.
Scandinavia can be expensive, but, “City cards are a good way to get discounts on transportation and museums. Denmark, Finland and Sweden offer agents perks like discounted hotel rates and city cards,” said Helena Niskanen of Scandinavian Tourism Inc.

Another way to make a trip more affordable, is to be open to two and three-star hotels, which provide excellent value at lower costs, said Linda McCormick of Borton Overseas.

Many two and three-star hotels in Scandinavia are as clean, comfortable and well appointed as four and five-star hotels, McCormick said.

8. Become familiar with new air service.
The Scandinavian airline SAS can be pricey, but summer specials at lower prices are available.

Low-cost carrier Norwegian Air, which debuted in 2013, offers flights from New York, Fort Lauderdale and Orlando, as well as new service from San Francisco/Oakland and Los Angeles.

McCormick cautioned agents to be aware that Norwegian Air does not offer flights from other gateways or agreements with domestic carriers for connecting flights.

SAS, on the other hand, has an agreement with United for connecting flights, so if an international flight is late and a connection is missed, tickets will still be honored.

9. Consider selling off-season trips.
High season for Scandinavia is the summer when it’s warmest and the Midnight Sun stays up much of the night

But consider selling the winter when prices are lower and clients have a chance to see the Northern Lights or visit snowy Lapland in northern Sweden, Norway and Finland.

10. Contact a tour operator for help.
“Travel agents call and say, ‘Do you think you can do this?’” said McCormick of Borton Overseas. “Of course, we can.

“The reason we exist is that we’re the specialists. We’re here to help educate travel agents. So if you have a question, feel free to contact us.”