Products, Trends, Price, Exclusivity, and Timing. What do these five words have in common? They are all part of your overall sales message and strategy! As a travel advisor who focuses on group travel, it is important to have a wealth of knowledge about all these areas, so you can curate experiences to meet your clients’ needs.
The Travel Institute’s Group Travel Specialist Course looks deeper into each of these areas to prepare you to develop the right sales message for the right audience. And for an engaging and quick overview of group travel, listen to the recent Build Business & Profits Selling Groups! recorded webinar found in our Premium Library. Don’t have access to our 24/7 Library yet? Click here to subscribe.
Let’s look at a few of the tips from that course.
- Products There are many group-focused products. Your first step is to compile a list of products you can sell with confidence. Read the terms and conditions of different suppliers’ group policies. This can help you learn about the different nuances suppliers have and can make you more comfortable with group sales terms. Many of your industry partners will have specific training programs to help you learn all about their group experience. An example is the ALGVPro Program. When possible, taking personal visits to garner first-hand knowledge is important and often will help seal the deal. Many group suppliers are eager to provide industry discounts to share how their groups operate and the experience they provide the clients.
- Trends To best serve your clients and stand out as a group travel specialist, you must keep up with the latest trends, activities, and events. Trade publications, host agencies or consortia email newsletters, supplier websites, and direct communication with sales representatives in the groups department are ways to stay current and relevant.
- Price The value adds you receive through your consortium/host agency and preferred partners should always be highlighted as benefits provided exclusively by you to the client. Budgets differ greatly among your clients. Some find a $3,000 trip to be budget friendly while others don’t think twice about spending $10,000.
PRO TIP from ALG Vacations: Travel Advisors should always use the consult meeting to ask many questions to ensure they are recommending products (destinations, hotels, etc.) that will satisfy the needs of your group. One great question to ask during this meeting is: “If we are sitting here two weeks after your group returns home, what needed to happen during that trip for you to feel incredible about your decision to book it?” Leading questions such as this will encourage your prospective customer to identify the factors that are most important for the trip, e.g., the quality of the beach, food, activities for children, wedding location, etc. These answers will help narrow down the best destinations and hotels to meet clients’ needs.
- Exclusivity When focusing on the sales pitch, you should concentrate on unique opportunities and experiences. Do the research and make sure you are working with the best partners. Choose partners who will work with you to provide one-of-a-kind, exclusive opportunities. Exclusivity need not be expensive. It could be as simple as a yoga session on the tarmac outside a camp in Tanzania at sunrise. This is your opportunity to work with your preferred supplier partners to add value and create a WOW experience for your clients.
- Timing and Seasonality Your marketing message can incorporate value-added amenities, destinations, and exclusivity on a seasonal or availability basis. In recent years, group travel experts have found that groups are filling up 12-24 months out, so keep that in mind while speaking with clients.
As you can see, there are many areas to consider before your next group sales pitch. Be sure to gather your knowledge to ensure you have the best sales opportunity. The Group Travel Specialist course will prepare you with all the ins and outs of Group Travel. Enroll today. As always, if you have Premium Access, this course is already available to you!
