8 Ways to Excite Client Enthusiasm in a Destination
by Steve Gillick, CTMThe following is the latest in a series of guest columns on selling leisure travel by the founder of Talking Travel.
It is ironic that one of the main products we sell in leisure travel — destinations — is often the least understood by travel agents.
Even travel agents who specialize in one or more destinations often find themselves challenged to transfer their feelings of enthusiasm to clients and prospective customers.
Here are eight ways to excite your customers’ interest in a destination.
1) Knowing: There is an art to knowing and appreciating what a destination is all about. Travel trainers and tourist boards often reduce a destination to a formula:
(when to go) + (where to go) + (where to stay) + (what to do) + (what to eat) = destination
But a destination is the sum of all its parts –– location, people, culture, language, history, food, attractions, accommodation, transportation, weather, nature, politics, music, the arts and more.
Once a travel agent learns to avoid static descriptive formulas and embrace a more dynamic approach, they are on the right track to spreading their enthusiasm for a destination to others.
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2) Positivizing: I’ve changed the word “positive” into a verb to describe the act of talking about a destination with a sense of wonder, enchantment and mystery. Some agents speak of spreading infectious enthusiasm about a destination, meaning their excitement overflows when describing a particular country or city. Others talk about infusing positivity into their sales and relating a destination to the client’s needs. Travel agents should strive to become dynamic positivists.
3) Picturing: Photos, videos and graphics inspire the imagination and fire up enthusiasm, especially when travel sellers can show digital photos from their own travels or a short video whose images reflect a client’s interests. For instance, if a client wanted to visit the Maldives for relaxation and water activities, then scenes of blue waters, atolls, over-the-water bungalows and underwater shots of scuba diving or snorkelling would allow the client to imagine themselves in the destination. Mentally mapping activities has long been a coaching technique for athletes; it works for travelers too.
4) Describing: Agents can use the power of words to inspire client daydreams of escape from the daily grind. One of the best ways is to simply and honestly describe the feelings you experienced when you visited a destination. Example: “The golden temples and stupas of the Shwedagon Pagoda in Rangoon were absolutely amazing. Every time you turn a corner you see something totally different that takes your breath away.” For a client who is curious to experience Myanmar, and who perhaps has an interest in photography and culture, you have just provided a vivid testimonial that will inspire enthusiastic daydreams of an upcoming vacation.
5) Listening: Agents who listen closely to their clients –– and suppliers –– can capture and transmit enthusiasm for a destination to others. Example: A client returns from a trip to Cape Town and talks about the amazing restaurants, nature drives, township visits, and breathtaking views from Table Rock. A supplier talks about a resort in St. Lucia that overlooks the Pitons and provides views of spectacular sunsets. Both of these reports can become part of the treasure house of anecdotes that you use to stir the travel endorphins of your clients.
6) Nichifying: Travelers with special interests are prime targets for destination-oriented sales. Case in point: I collect masks and have been known to select destinations just to ogle, learn, appreciate and sometimes purchase indigenous masks (South Africa, Kenya, Guatemala, Mexico, Indonesia, Sri Lanka, Tibet, Malaysia, British Columbia, and more). Masks capture my imagination and make me happy. Travel that fulfills a niche interest will have that effect on many people, whether their special interest is fashion, flowers, food or flutes. Show your clients you can satisfy their niche interests and you’ll ignite their enthusiasm about destinations.
7) Targeting: It’s easier to excite interest in a destination when you target your marketing to clients who have expressed an interest in that destination. You can do this simply by sending out flyers or newsletters that feature specials or new products and services that respond to their interests. Try to use the opportunity to show your personal side. Travel is a people-centric business. Sometimes (and this depends on the client) informality, humor and personalizing an email or newsletter can go a long way in grabbing a client’s interest and capturing their travel imagination.
8) Gamifying: Fun and games can grab the attention of travelers and sometimes change attitudes about a destination from skepticism (will this be a waste of my time?) to enthusiasm. Use your website, Facebook page and newsletter to feature trivia quizzes, crossword puzzles or word searches about destinations or to invite visitors to post their funniest travel road signs. Or post a questionnaire and contest, such as: “This month we are featuring Japan. Answer the following three questions correctly for the chance to win a travel bag from XYZ supplier:
• Have you eaten Fugu in Fukuoka?
• Have you seen the Tyrannosaurus Rex in Naha?
• Have you sampled shochu in Sapporo?”
Making travel fun — and showing you know how to have fun ––are important components of generating enthusiasm and positivity.
In a world where clients flock to the Internet for research, and then turn to a travel professional to make sense of the horrendous amount of information they find, travel agents need both to master the art of destination knowledge and the art of transmitting their enthusiasm to customers.
Acting as a source or catalyst of enthusiasm for your clients will help you lock in that crucial client-agent relationship and solidify your position as their only trusted source for future travels.
Are we talking about you? Are you getting enthused?
Travel educator Steve Gillick designed the Destination Mastery Program, an advanced training program that inspires travel professionals to take destination sales to the next level. He also conducts sales and marketing training for agents via his consultancy Talking Travel. Contact Steve at steve@talkingtravel.ca.
