How to Increase Your Tour Sales to Israel
by Claudette CoveyTravel agents strategizing ways to bolster their business during daunting economic times would be well served to look toward a rising destination star: Israel.
If ever there were a time to capitalize on selling Israel, this is it, tour operators agree. It wasn’t happenstance that Israel drew record numbers of North Americans to the country in 2010, they said, and 2011 business looks even more promising.
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“As the situation in the Middle East evolves, especially with the rise of democratic transitions, Israel will continually become even more accessible,” says Ashish Sanghrajka, president of Big Five Tours & Expeditions. “Agents must be prepared for an eventual dramatic rise in tourism to Israel, more than even current growth, by being educated on the product and being proactive.”
“The growth is just incredible. This year is going to be even better than 2010,” Larry Ritter, CEO of Israel Tour Connection (ITC), told Travel Market Report. “Israel is building more luxury hotels and more middle-level hotels, bed and breakfasts and zimmers [country lodges] and continuing to improve its tourism infrastructure.”
How can agents tap the Israel market? Travel Market Report asked five tour operator executives to offer practical advice on selling tours to Israel. Following are highlights.
How has the tour product to Israel changed in recent years?
“We’re finding that trends worldwide in general indicate that travelers are looking for multi-night stays – for instance, four nights in Jerusalem – for more unique experiences. They still want the tour aspect of the destination to explore the ‘must-sees,’ but they also want time to explore on their own, time to shop, walk the marketplace, and meet the locals for a drink. Also, the tour industry is seeing a drop in age, with people in their early 50s taking our tours. We’re also seeing an increase in family tours. Traditionally, tours were for retired people.” – Christine Alestra, director of partnership marketing, Collette Vacations
“One of the reasons we stayed away from Israel until recently was that Israel’s infrastructure, including hotels and guides, was focused on large groups and Holy Land tours. Today select guides are beginning to understand the need for more upscale programs, private services and custom-tailored programs, all of which we specialize in. The biggest challenge now is the gap of true luxury hotels in Israel.” – Ashish Sanghrajka, president, Big Five Tours & Expeditions
“The tour product is constantly changing and upgrading because Israel is continually adding new tourism attractions. New sites are constantly being uncovered, and new communities are opening up to the public.” – Larry Ritter, CEO, Israel Tour Connection (ITC)
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“The traveler is becoming more and more sophisticated and looking for new experiences. We’re constantly amending our programs to accommodate new attractions, like the Jesus Trail that travels from Nazareth to the Sea of Galilee.” – Ronen Paldi, president, Ya’lla Tours
Do you have any tips on how agents can use social media to market and sell tours to Israel?
“Do not actively sell a tour on social media sites like Facebook. It’s not a classified section of the Internet. People look to social media as a form of communication. It’s more about information. When all the protests were at a height in Egypt, there were conflicting reports on what was actually happening. We called our manager in Cairo and recorded the conversation and put an audio on Facebook.” – Ashish Sanghrajka
“If you look at Facebook and other social media groups there are faith-based groups as members, with both Christian and Jewish bases. Join some of these groups and become active in them, and then take it from there.” – Adam Leavitt, vice president of marketing, Trafalgar Tours
“Use it to keep your clientele current with trends as well as interesting information. If an agent is looking at social media it should fall within their overall marketing plan, reflecting what and who the agency is.” – Christine Alestra
What is your one best piece of practical advice for a travel agent who has not yet sold a tour to Israel but wants to get involved?
“Go. Israel is one of those places you have to visit in order to sell it. Go to the neighboring countries as well. If you don’t know what you’re talking about it’s not going to work. Discover how Israel works, and in conjunction with its neighbors, to create multi-country tours.” – Ashish Sanghrajka
“They need to realize Israel is a very popular destination and if they’re not offering it now there’s another agent who is.” – Christine Alestra
“I always go back to the religious market. It’s virgin territory. Two hundred million Americans have a religious affiliation. I encourage every travel agent to familiarize themselves with this market and how to build it. They need to have personal contact with a pastor. Often the pastor knows more than they do about Israel. But the agent has to have that personal contact with the pastor for it to work.” – Ronen Paldi
“Look at the faith-based angle, whether it’s Christianity or Judaism. It’s really about the ability to put together the right tour package and offer the client a one-stop solution. And you as the agent don’t have to put the pieces together for the client; the operator takes care of that for you.” – Adam Leavitt
Apart from religious travel, what niche tours can agents tap into?
“There are many special interests, including birdwatching – one of the most important birdwatching centers in the world, the Hula Valley Nature Reserve, is in Israel. The country is also becoming an important food and wine destination with a lot of boutique wineries, and the gay scene is one of the best in world.” – Ronen Paldi
“We’ve added bicycle tours, and El Al will allow travelers to bring their bikes to Israel for free. We’re also doing a golf trip, which is brand new.” – Larry Ritter
“We are a luxury operator, so for us, it is all about the luxury travel scene. It has expanded and evolved as high-end clients are learning, as Europeans have had to, that they have to accept the new realities of the world today. And, that includes political uncertainty. But their desire for new and most importantly authentic experiences is compelling and they have that passion to explore.” – Ashish Sanghrajka
