The information age offers several alternatives for a traveler wanting to book a trip. Besides booking direct with the travel supplier, there are on-line travel agencies (OTA’s), and such big-box stores as Costco and BJ’s. For travel agents, the ever increasing challenge is how to build, maintain, and foster a client base. Here are five random suggestions:
1. Be Gently Proactive. Waiting for clients to come to you puts your business on a downward spiral. Reach out to your clients on a continuing basis. Often an unsolicited telephone call to a past traveler to simply say “hello” and inquire about their upcoming activities is enough to say they are appreciated – and who doesn’t like to believe they matter. Once you’re engaged in conversation you can begin exploring their travel interests. Don’t go on transmit, listen to what is being said and then respond accordingly.
2. Send Travel Postcards to a Rotating Client List. If you, the agent, are traveling, (or even a friend traveling) whether domestic or out-of-country, send picture postcards to at least 20 clients on a rotating basis. Obviously write about the wonderful trip – be it a guided vacation, river cruise, blue water cruise ship, or resort – and you’ll look forward to calling upon your return and sharing the experience.
3. Solicit Group Sales with the Yellow Pages or Online Resources: How can you find prospective group sales? One relatively easy way in your particular area is to simply check the “Yellow Pages.” This still useful business directory contains myriad club listings – from garden clubs to military organizations. Study the various materials from your travel suppliers and then try to match the programs with club interests. For example, if there is a travel program offering tours of World War II battle fields, initiate a telephone call to such organizations as the American Legion or Veterans of Foreign Wars.
4. Know the Travel Supplier Websites. Granted you may be inundated with emails from travel suppliers offering their newest programs and last-minute deals, but take the time to familiarize yourself with their websites. Most travel suppliers provide a special travel agent section and these contain a wealth of useful information. Okay, you may have to register and that will increase the email load, but that’s a small price to pay for a continuing travel education.
5. Avoid the “Brain-Drain” Phenomena. Let’s face it, that prospective client sitting across from you may be picking your brain with the intention of then booking direct or on-line. Keep in mind the message you usually hear at the end of an airplane flight about having choices and then the “thank you” for choosing that particular airline. As you share your knowledge with that prospective traveler don’t hesitate to extoll the advantages of using a travel agent.
In the words of Mark Twain: “The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one.”
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Jennifer Reynolds, CTC, CTIE
Business Development Manager, Trafalgar Tours
Email: jennifer.reynolds@trafalgartours.com
