Consortia Expand & Diversify Training to Boost Engagement

This is Part Two in a series on agent-consortium engagement.

Belonging to a travel agency consortium or marketing group brings many benefits to agents – but those benefits mean little if agents aren’t taking advantage of them.

Yet finding time to understand all of your consortium’s programs, not to mention carving out several days to attend a workshop or conference, can be challenging for today’s busy travel sellers.

Recognizing this, agency groups are getting more proactive. They’re implementing everything from rewards programs to innovative training in an effort to encourage members to get the most out of the relationship.

New education options reflect the diverse needs of a diverse audience. They range from on-demand online courses to intimate retreats with personalized, face-to-face training.

Back to Bootcamp
One agency group that is stepping up its educational offering is Signature Travel Network, which kicked off a series of Bootcamp regional training sessions in 10 cities this spring. The interactive workshops are focused on technology, such as Signature’s new mobile tool, Pocket Travel Consultant.

The consortium also expanded its online training program this year. Signature University offers self-paced on-demand courses on topics such as how to use Signature technology effectively and how to tap supplier partner resources to improve sales.

“We are always evolving from a marketing and technology perspective. But our continued focus is on engagement – and there is always room for improvement,” said Alex Sharpe, executive vice president for Signature. “We feel like we have the best levels in the industry, but training is key here.”

Flexible and results-oriented
Nexion is tailoring its training and outreach in response to the fact that many new agents come into the industry on a part-time basis and without previous travel experience, said Jackie Friedman, president.

“Because many agents may have another job during the day, training has to be tailored to when they can do it. An agent may need to do the training at 9 at night.” Nexion now archives its recorded webinars so members can access them whenever they want.

Nexion has encouraged its preferred suppliers to adapt their training to fit agents’ changing needs as well.

“Rather than focusing strictly on the product, we ask suppliers to focus on a training tool such as how to use online marketing resources or how to build group business,” Friedman said. “Agents want to come out of training with a tangible result.”

Newcomer training
New this year at Nexion is Agent Essentials, a five-day training program for industry newcomers. The face-to-face program walks participants through the entire process of a sale, from initial research to follow-up with the client after the trip is completed.

“It’s addressing the fact that we have second-career people who really need very basic training,” Friedman said. “People often come to us with sales and marketing skills, but they are from a different industry than travel.”

Ensemble’s executive retreat
Ensemble Travel Group is also diversifying its education, this time with an Executive Retreat program for agency owners. The program, available in Canada for several years, was extended to U.S. members in April with a four-day meeting in Maui that included motivational speakers and one-on-one sessions with preferred suppliers.

“The retreats are focused on business – how to manage your time, how to get the most out of your business,” said Joe Jiffo, vice president of development for Ensemble.

New medical conference
At American Marketing Group, which includes the agency groups TRAVELSAVERS, NEST and Affluent Traveler, new training options include education in the emerging field of medical tourism.

American Marketing Group’s upcoming global Travel Market conference at the Phoenician resort in Scottsdale, Ariz., will be immediately preceded by the first Well-Being and Medical Travel Conference, June 20 to 21.

“After recognizing the opportunities available to take advantage of the multibillion dollar medical tourism niche, it was important to us that we keep our agents informed,” said Kathryn Mazza-Burney, executive vice president of sales for TRAVELSAVERS.

See Part One: “Are You Making the Most of Your Consortium?” May 14, 2012.