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Q&A with Jennifer Doncsecz, CTIE
How does an agent develop his or her own romance travel clientele?
Appealing to the romance client begins with understanding what a couple is hoping for and expecting. There might be little touches in the rooms: making sure there is a king bed, perhaps an adults-only resort or cruise line.
Next is to seek out and become familiar with resorts/cruise lines/destinations catering to honeymoons, destination weddings, and anniversaries. Several of these suppliers offer their own certification programs. Once equipped with these tools, travel advisors must market their services. They can begin by highlighting their specialty/niche on websites, via social media, on business cards, and even in signature lines. They can show the certificates and post photos/videos of destinations/resorts catering to this niche. Then, once these steps are taken, if advisors want to invest in advertising campaigns or exhibit at a bridal/wedding show, the credibility has been established, and fishing leads can take place.
Wedding shows should be viewed as the “long game.” The return on investment (ROI) often is found after attending several shows and is not instantaneous. Online “wedding” advertising also takes time because many require testimonials and reviews from clientele, so it is important to be patient. Building consumer faith in the advisors’ specialty requires branding their business to highlight this specialty and providing client reviews to confirm it.
What tips do you have for agents who want to sell romance travel products, and what should they focus on?
I suggest agents get training on specific destinations and resort brands. Many couples would love to experience something unique to commemorate their love. Because of this, I love destinations that are considered exotic and speak to a “once in a lifetime” special vacation. Tahiti, Hawaii, Fiji, and Greece are often viewed as romantic destinations, and several of those destinations offer training and host FAMs. Advisors also can work with resort brands catering to destination weddings, such as Sandals/Beaches Resorts, AM Resorts, Karisma, and Palace Resorts. These resorts have certifications and conduct routine FAM/site inspections.
What things should travel advisors watch out for?
Developing a romance niche takes time, so advisors should watch out for disappointment if they are hoping for a quick turnaround. Travel advisors also should realize wedding couples suddenly can flip from even-tempered to irate in a blink (and it might have zero to do with their travel plans). The term “bridezilla” is based on this erratic behavior. A travel advisor should not take this behavior personally.
Thank you for generously sharing your tips, Jennifer!
If you are new or newer to the travel industry, remember to start with a foundation of travel knowledge before you jump in with both feet. To get your entry-level education, be sure to enroll in the TRIPKIT Program. And you can apply for a $150 Scholarship toward that Tuition today! Hurry because the deadline to apply expires January 31, 2025.
