Agent to Agent: How to Make Conde Nast’s Expert List

It’s difficult to believe any company when they say they have 100% customer satisfaction. But when Susan Weissberg of Wylly’s Professional Travel says it, it seems credible. Not only do Weissberg’s clients number royalty, politicians and Fortune 500 CEOs, Weissberg has been honored four years in a row as a top specialist in the Israel/Middle East category on Conde Nast’s list of Top Travel Specialists.

Here, Weissberg offers a few best practices that will help any agent excel, and perhaps even earn a coveted spot on the Conde Nast List of Top Specialists.

Tip #1: Be an expert

“I think agents need to be a true expert in an area or specialty,” Weissberg told Travel Market Report. Her Israel expertise is grounded in 10 years living in Tel Aviv, as well as numerous trips back to the country to keep up-to-date on what’s new. She also is fluent in the local language (Hebrew), something she told Travel Market Report is vital, especially in non-English speaking areas of the world.

“Focusing on a particular region of the world allows you to connect with suppliers for the many extras that clients love,” Weissberg added. “It’s your insider knowledge and added-value benefits that keep clients coming back and also telling their friends about you and their fabulous experiences.”

For times when clients want help planning trips to a part of the world where you are not an expert, Weissberg recommended liaising with an agent based in the destination. For instance, her marketing group, Ensemble, has 70 affiliate agencies in countries all over the world. If a client wants her to plan a trip to a place she’s unfamiliar with, she gives one of the affiliates a call.

“I am able to get the expertise that I don’t know from people who live in the areas and who literally speak to the source.”

Tip #2: Differentiate Yourself

“If you want to make the Conde Nast list, you have to differentiate yourself from the regular order taker,” Weissberg said. But even for agents not interested in making the Conde Nast list, differentiation is key to business success.

Certainly having lived in a country and speaking the local language is a differentiator, Weissberg admitted, but frequent visits to a destination serve the same purpose. And if you can’t provide the highest level of destination or product expertise, then differentiate yourself with exceptional customer service.

Tip #3: Constant Contact

Another best practice is having somebody monitoring clients’ travels on the spot in whatever destination the client is in. This is especially true at the start of any trip, and at any point in time clients are going to transfer from one destination to another.

“These days with airline delays, flight cancellations, earthquakes, and volcanoes, anything can happen. We’re in constant contact with our people to make sure our clients are received… when they’ll be coming in on a later flight or a new flight; that is of utmost importance.”

“You have to be available to your travelers 24/7 and no matter where you are in the world,” Weissberg added.

Tip #4: The Small Details

For every client vacation that Weissberg plans, she makes sure all the pieces – no matter how small – are in place before her clients get to their destination.

“For example, for every client, I contact each hotel on the itinerary beforehand to let them know these are Susan’s clients and to make sure that they are well taken care of.”

Sometimes her clients receive upgrades or little amenities; sometimes someone from management will come personally greet a client.

In order to achieve get these little extras for her clients, Weissberg cultivates her own relationships with hotels and leverages the relationships of her marketing group.

She also provides the guides she uses with background information on the clients’ likes and dislikes. “Some like to start at the crack of dawn and some don’t want to start until 9 a.m. in the morning. It’s these little touches that differentiate those of us on the list from other travel agents.”

Weissberg also told TMR that follow-up is part of the small details an agent should pay attention to. “You have to follow-up while the trip is fresh in their mind.”

Tip #5: A Human Connection

In this day and age where so much is done online and via e-mail, communicating personally is one way for agents to stand out, Weissberg said.

“Human communication is very important. A lot of people are looking for human communication and I don’t think you can understand the client’s needs – especially if they’re doing an intricate itinerary – without at least one personal one-on-one telephone conversation. You need an initial conversation to see what they want, what their likes and dislikes are. You cannot get that feeling for a person online.”

Tip #6: All Clients Are Created Equal

Speaking to her presence on the Conde Nast list, Weissberg told Travel Market Report it is very important to not only offer luxury travel. A destination expert knows all the places for clients to stay – from two-star to five star hotels. Not every client is going to be able to spend $500 a night or more, but if you can offer all clients an option to suit their budget, you can be sure your reputation as “the” travel agent to go to for that destination will grow.

Yes, Weissberg plans vacations for royalty and Fortune 500 CEOs – people for whom everything must be perfect – but everyone is equal in her eyes.

“I give the same kind of treatment to people who have budgets for two- or three-star hotels. Everyone is treated equally with me,” she said.

Tip #7: Getting on the List

For agents who have their hearts set on getting on the Conde Nast Top Specialists list, Weissberg suggested seeking out an existing specialty that is not represented on the list. The publication is always adding different destinations or types of travel.

“Look for something within your specialty. If it’s really unique, give it a try. Be persistent. If you get turned away at first, keep trying.”