Selling All-Inclusives: Agents See Challenges & Rewards
by Judy JacobsAll-inclusive resorts offer travel agents an opportunity to earn healthy commissions while selling a product that delivers high levels of customer satisfaction. But there is a learning curve.
Travel Market Report asked travel agents about the challenges and rewards of selling all-inclusives – and what it takes to sell them effectively.
Unique challenges
Selling all-inclusive resorts present some unique challenges, agents said.
One potential obstacle to sales growth is the lingering reputation all-inclusives have as being low-budget properties.
But while that may have been true with the rustic Club Meds of decades ago, today there are resorts in every price range – and many agents sell only four- and five-star all-inclusives to ensure quality.
Lots to learn
The wide variety of options in the all-inclusive resort segment means there’s lots for agents to learn.
“The biggest challenge is the breadth of product. Unless you’re selling it full time, it’s hard to keep abreast of the differences between each resort in each location.,” said Mitch Toren, owner and chief vacation engineer of Trip Guy Travel in Holland, Penn.
“When a client comes to us, we have to find out a lot more about them to match them with a proper resort. There are probably about 25 destinations that offer all-inclusives, and the Riviera Maya might offer 50-plus resorts alone.”
How’s the food?
Several agents said food is the No. 1 concern they hear from clients who are considering all-inclusive resorts, especially first-timers.
Although many all-inclusive resorts offer culinary options that could compete with the best hotels anywhere, the niche can’t seem to shake off its decades-old reputation for bad food.
“The main thing they ask is if the food is going to be good. That’s a big issue,” said Michelle Bouzek, owner of Vacations in Paradise, a TRAVELSAVER/NEST agency in Austin, Texas.
“They also just want to make sure that it’s not all buffets.”
Not right for everyone
Some clients come to Brenda Holleman, owner of Travel Chalet in Bemidji, Minn., thinking they want to go to an all-inclusive resort, then change their minds after they learn more.
“If clients talk about wanting the freedom to see the local culture and eat local food, maybe all-inclusives aren’t for them,” she said.
Safety a plus
On the flip side, sometimes travelers request all-inclusives because they are concerned about the safety of a destination, Holleman said.
“More and more people want the all-inclusives because of all the bad press that places like Mexico and Jamaica are getting. The all-inclusives give them a sense of security,” said Holleman.
What’s not included
All-inclusive resorts vary widely in what they include in the price. Some only offer restaurants that serve food buffet-style. Others have a la carte restaurants, but guests are charged extra when they eat at them.
A resort may include premium alcoholic beverages or only local spirits and beer and charge guests who order other beverages. Some all-inclusive resorts charge for certain activities.
Because of variations like these, it’s important to inform clients exactly what is included in the price they are paying.
Don’t hide a thing
“We’re totally upfront about hidden costs,” said Terri Jo Lennox, owner of Travel Time Inc., an Ensemble agency with branches in Calgary and Whitecourt Alberta, and Fort Nelson, British Columbia.
“Before we close the sale we make sure that clients are well aware of how many times they can eat in the a la carte restaurants and if there are any charges for scuba diving or watersports. We print out the rates and show them.”
Knowing what’s included at a specific resort also guides the selection of properties her agents present to clients, Lennox said.
“If someone wants to scuba dive every day, you’re going to put them in a resort that includes it, like a Sandals. If they’re golfers, you pick a resort where rounds of golf are included. Sometimes golf is included but you pay for your golf and caddy.”
For some clients, think small
While big name chains and resorts are most familiar to customers, they aren’t the only options.
“A lot of people’s main knowledge is only the highly advertised chains, but individual small hotels that have adopted all-inclusive [pricing] or have an all-inclusive option are possibilities, especially for a customer who doesn’t want the mainstream stuff,” said Tom Carr, owner of All Inclusive Outlet in Lexington, Ky., who has been selling the niche since 1998.
“Too many agents get focused on the big-name brands, but a lot of smaller boutique-style hotels will support agents.”
Getting started
To find these smaller hotels, agents should get involved in trade organizations, Carr said.
He also urged agents who are serious about selling all-inclusives to go to a destination, hire a car and driver and create a custom fam trip for themselves.
Those who are new to the niche should start with a well-known chain that offers a lot of training and programs such as a day pass for travel agents that lets them stop by any resort when they’re in a destination.
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