Insider Advice: Tips From Fellow Agents on How to Sell Palm Beach
by Claudette CoveyPalm Beach County gives travel agents a lot to sell, from a broad range of attractions, accommodations and meetings venues to activity options covering the arts, cuisine, shopping, golfing, birding, eco adventures, and more.
Five travel agents who know the destination well offer tips and insider advice to their colleagues.
ACTIVITIES & ATTRACTIONS
Foodies, birders, golfers and more: “Cater to higher-end clientele who are used to New York City and Long Island restaurants. Many of the areas’ local chefs have been nominated for James Beard awards. People who are into bird watching are also great candidates for Palm Beach County. For golfers, Port St. Lucie and Jupiter have especially good courses. There are so many golf courses in that little area that are well known and designed by acclaimed golf architects. That’s a big thing for upper age groups of 45 to 50 plus.” – Renée Coon, Travel Consultant, The Travel Team, Erie, Pa.
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Galleries galore: “Tell your clients about the amazing art galleries and cultural activities – the Kravis Center for the Performing Arts in West Palm Beach and the Japanese gardens at the Morikami Museum in Delray Beach. Or, your clients can do nothing all day but relax, walk, go to the beach or a spa, and just think about where they’re going to have dinner.” – Lucy Hirleman, president, Berkshire Travel, Newfoundland, N.J.
ACCOMMODATION OPTIONS
Family fun, upscale: “We book a lot of families at the Four Seasons, The Breakers and The Ritz-Carlton in Palm Beach, all of which have been totally renovated in the last three years. Each one has a different style and they do a fantastic job with families. You have to qualify your client to know which hotel they’d like.” – Stacy Small, president, Elite Travel International, Los Angeles
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Don’t forget Jupiter: “Jupiter is more rustic and it’s a great destination for families who don’t want to spend a lot of money but just want beach. Jupiter is also reasonably priced and the food has good price points.” – Jeanne Piro, independent contractor affiliated with Altour, New York
Condos and villas for long-term bookings: “I live in the East and it’s really cold here in the winter, and it’s very easy to sell Palm Beach County. It’s a beautiful area for northern snowbirds. I’ll sell them three-month property rentals. There are some companies that provide agents with commissions for selling condos and beach villas.” – Renée Coon, The Travel Team
QUALIFYING THE CUSTOMER
The here and the there: “What are their expectations? What are they looking for? The other part of it is getting away from here – wherever here happens to be. The here is just as important as the there. Someone, for instance, from northern Maine will be thrilled to pieces with Palm Beach County. Someone from lower Manhattan may prefer some of the elements that Miami offers.” – Bob Malmberg, CTC, CTIE, The Malmberg Travel Companies, Boston
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Validate the client: “It’s all about validating the client and finding out what their needs are and what they like. My favorite thing to do is to get people talking about what their favorite vacations were, and what they like do to when they’re away from home. I’m not sending them to Palm Beach County to stay in $50 a night hotels.” – Renee Coon, The Travel Team
THE MEETINGS MARKET
Luxury and boutique hotel venues: “I’ve sold two really high-end meetings in the city of Palm Beach, each with about 30 rooms. I went to three luxury hotels and it came down to which one had the best value. It’s great for agents because there are choices and competitive rates. Also consider smaller boutique hotels for groups in Palm Beach for more options on rates. There’s the Chesterfield and Brazilian Court, which are in walking distance of Worth Avenue.” – Stacy Small, Elite Travel International
Scout it out: “I design meetings by first researching and scouting around hotels for my clients and giving them a choice. One of my most successful was a meeting for 10 advertising executives at the Boca Raton Resort & Club.” – Jeanne Piro, Altour, New York
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SELLING THE PALMS
You are special: “Palm Beach and West Palm Beach have gorgeous beaches and elegant hotels. They’re not over-developed and have very distinct personalities. They give customers the feeling that maybe they really are someone special.” – Bob Malmberg, The Malmberg Travel Companies
Soft glitter versus noisy bling: “Palm Beach and West Palm Beach are perfect for clients who want beautiful high-end boutique hotels – the Chesterfield and Brazilian Court – or larger spas and resorts, like The Breakers. These properties – and Palm Beach and West Palm Beach – are perfect for those that want soft glitter, not noisy bling.” – Lucy Hirleman, Berkshire Travel
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Don’t’ forget value season: “Don’t think Palm Beach and West Palm Beach are just for wealthy clients. Book the destinations in the spring and fall when there are some great values.” – Stacy Small, Elite Travel International
