Three Questions for Dan Austin

Austin Adventures’ Dan Austin. 

TMR: What are the two most important tactics for a travel agent to successfully sell tours that have local, authentic experiences?
Austin: The number-one tactic I always suggest is to know whom you are working with. Take the time to get to know the tour operator and its company culture. Build a solid rapport with everyone involved. Number two has to be: know the product inside and out. Nothing beats firsthand experience; if you don’t know the ins and outs, don’t hesitate to “patch in” the tour operator. It is important for everyone to trust each other, and consumers must trust that they are talking to the experts.

TMR: How can a travel agent market these opportunities?
Austin: My first suggestion is to know your database. When considering a high-end, high-touch program, first look at customers with whom you already have a relationship.  With any high-end program the best source of new business is referrals. Work your existing database and don’t be afraid to ask for referrals.  There really is no short cut or social-media channel that will work as well as good old-fashioned relationship-building.

TMR: Once you’ve sold a traveler on a high-end trip, how can you leverage that customer to drive referrals to you?
Austin: The best answer is to make 110% sure the experience is exactly what was sold. That can be a challenge with a high-end program, but it is the key.  Wow the guests from first contact to final goodbyes and they will take care of the rest; they will be so high on the experience they will tell everyone they meet. After all, much of what is being offered is all about the bragging rights.  And mainstream media picking up the “story” and making consumers aware it exists will help drive traffic to the individual agents. 

Dan Austin is the founder of Austin Adventures, an owner-involved, small group adventure travel company.