In Selling Hotels, Relationships Are Key to Success

The following is the first of two parts on maximizing hotel sales.

Even though consumers have an ever-expanding number of choices for booking hotels, travel agents who employ smart sales techniques and make use of hotel tools can increase their hotel bookings and net returns.

When Travel Market Report asked hoteliers to share their advice for travel agents on maximizing hotel sales and profits, their answers tended to focus on relationships. Agents should make relationships central to their efforts – relationships with hotels and relationships with clients – they suggested.

Following are hoteliers’ tips to help agents cultivate the strong relationships that will boost hotel sales and profits.

Qualify your clients well
“Ask a million questions,” said Lindsey Ueberroth, president of Preferred Hotel Group. This is really the heart of hoteliers’ advice for agents.

By asking questions – a lot of questions – agents can: 1) ensure that they recommend the hotel that is right for clients for the specific trip; 2) determine whether upselling is possible, and 3) make the trip better, which is the goal.

Tom Roelens, general manager of the Four Seasons Lana’i in Hawaii, said, “The more knowledge the agent has regarding the client’s aspirations for their holiday, the better the agent can qualify which hotel is right for them.”

As an example, Roelens cited the two Four Seasons resorts on Lanai. “They offer two distinct Hawaiian experiences. The agent should know their customer and what they are looking for – from activities to dining to room categories – to determine the right hotel for them.”

Extend the vacation
“An agent should not sell a cruise without offering a pre-and post-option,” advised Chris Austin, Starwood’s vice president of global retail leisure and luxury sales.

He urged agents to offer pre- and post-cruise stays, even when a cruise departs close to the client’s home.

“A Florida client sailing out of Miami might still want to spend a couple of days in a hotel before or after. The point is that travel professionals should not make assumptions about a client, but should ask.”

Think experiences & lifestyle
By suggesting to clients that they extend their vacation with a multi-night hotel stay, agents can create a richer experience for clients, Austin suggested.

“We have a slogan in our training: ‘One night is a convenience; three nights is an experience.’ And being a travel professional is about selling experiences.”

Ueberroth urged agents to broaden their job descriptions. “The travel agent’s job has evolved so they are now lifestyle experts. I know someone who calls his agent to make restaurant reservations as though he were more of a concierge.”

Use loyalty points wisely
Austin urged agents to help clients use their loyalty program points, even when a booking is not commissionable. It’s a client service, he pointed out.

Keep in mind that when redeeming reward points, there will be opportunities to book commissionable trip elements. So even if a client says they can’t afford a certain trip, they should be asked about their loyalty points, Austin said.

“Maybe they can use points for their airfare. You can then book the hotel and get a commission. Everyone’s a winner, and the client knows they have a trusted travel advisor. In fact, it’s a good idea to be aware of a regular customer’s loyalty status.”

Make on-property pals
Another tip from hoteliers: Get to know hotel staff. This is especially true for luxury hotels where you regularly send clients; strong hotel contacts can result in VIP treatment for your clients. “The GM will come down and greet a client if it’s important to the agent,” said Ueberroth.    

Some hotel companies facilitate these relations. For instance, Starwood provides on-property staff contacts to its StarwoodPro members for its luxury brands – including email addresses.

Get social
“Social channels such as Facebook, Twitter LinkedIn and Pinterest allow agents to stay updated on the latest offerings,” said Roelens.

They are also “a great visual tool,” he said. “For example, we have a designated Facebook group for our travel partners, allowing them to have updated information and be in the know immediately. We also have a Lana’I LinkedIn group.”

Recently, Four Seasons introduced a Pinterest program called Pin.Pack.Go that allows agents to work with a hotel’s staff to create an itinerary collaboratively on Pinterest. pinterest.com/fourseasons/pinpackgo

Rick Stiffler, vice president of leisure sales for Preferred Hotel Group, noted that agents can use social media to “sell their own experiences” by telling potential customers about their stay at a hotel. Consumers “are looking at social media,” he reminded agents.

Next time: How to upsell hotels