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    Throughout his life, Joel M. Abels, Travel Trade's editor and publisher, made it his mission to keep travel agents from going it alone in business... (more)

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    Travel Agent Professional April 2012

     

    feb 2012 Issue

     

    Issue

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    America's Vacation Center/Avoya Travel

     

     

     

    Mitchell J. Schlesinger
    Mitchell J. Schlesinger
    Vice President, Sales & Marketing
    Voyages to Antiquity
    m.schlesinger@voyagestoantiquity.com

    Extraordinary Selling Opportunities

    The most impactful demographic trend in our society is the "Graying of America" and the significant opportunity it represents to home based agents.
    Americans are living longer than at any time in our history. They are seeking fulfilling, educational and enriching travel opportunities at home and abroad like never before and in larger numbers. The significance to this demographic trend is reflected in the following:
    Baby boomers and retires over 65 represent the fastest growing demographic segment of the population. We have talked about 10,000 Americans turning 50 every day for years. Combined with a decline in the birth rate, 40% of the overall US population is over 50;
    In 1900, just 3.5 million Americans were 65 years of age or older. By 1998, that number grew to 35 million and projections are that by 2025 that number will be in excess of 70 million;
    It has been further projected that by the year 2030, there could be more Americans alive over 80 than there are under the age of 8!!
    This is an enormous opportunity for travel agents who can take advantage of senior populations in their communities. There are keys to the demographic and psychographic characteristics that make this opportunity so valuable:
    They are at a point in their lives where they want experiences that are meaningful, enriching and fulfilling. Many have traveled to core destinations and now want to travel to new and far flung lands across the globe;
    They have more time and disposable income, so their trips are longer and more international;
    They are most concerned with the value of their purchase. And since they can and will travel much longer, they are willing to spend up to $15,000, or even more, on long itineraries at home and abroad - as long as the they perceive the trip is worth the price;
    Unlike families and working consumers, they are not restricted to any seasonality. The timeframe of their trip is insignificant, but many like to avoid traditionally busy travel timeframes.

    Remembering the attention to the psychographics of this target audience, there are a number of steps to follow to capture their loyalty:

    MARKETING AND PROMOTION

    If you are going to sell them worldwide destination travel, you must enhance your own knowledge. CLIA has excellent destination training and resources and the Internet has a vast array of sites;
    Remember, seniors are older, looking for assurances about the trip and will read materials thoroughly. Use direct mail to communicate, provide extensive details about the trip and answer as many of their questions in the materials you send. Use a larger typeface, so that it is easier for them to read;

    Make sure the messages connect to their psychographic profile:
    • Value, not price
    • Discovery, wonder and exploration, not the familiar
    • Education and fulfillment, not status or hype
    • Action, not passivity

    Use other mediums with the same intent. For instance, instead of just a newspaper ad, write an advertorial in the form of a travelogue. If there is an applicable local radio program, come on as a travel expert to describe the trip in detail.

    CUSTOMER LOYALTY

    Older clients are highly "brand centric." They will remain loyal to a brand, product or service provider as long as they feel satisfied. There is significantly more commission at stake with this older target audience. As your clients get older, you want them to purchase this longer, more expensive travel through you.
    By continuing to recommend and arrange travel that fulfills their psychographic needs and wants and providing them with very personalize service, they will remain very loyal to you…and tell others.

    PLANNING

    Due to the purchase cycle, benefiting from the senior market requires strict planning. Remember:
    This audience books far in advance, so you need to set up departures far into the future, as much as 9-15 months beforehand;
    Focus many of these trips during timeframes away from over popular travel periods. For instance, the Mediterranean is cooler in the fall and it is summer "Down Under" in January and February;
    Another plus is that many senior populations are concentrated in communities where it is easier to deliver your marketing messages to them. Use the resources available in the community and schedule personal presentations to describe trips;
    Seniors love to travel in groups and prefer an escort, which adds the sense of nurturing and safety.
    Cultivating the senior market is the road to dramatically higher purchase prices, significantly greater commissions and very loyal clientele. You may not like getting older, but you certainly will like your clients who do!

    Comments

    VOYAGES TO ANTIQUITY

     

    Kenny G.

     

    Great Deal! Don't miss out!

     

    Sunshine Travel is pleased to announce 2012 China Leisure Tour Packages for any of following destinations (Beijing, Shanghai, Hangzhou & Guilin)

     

    7 Days/6 Nights Tour Package is for

    $299 (per person double)
    Guaranteed departure based on 2 passengers on any of date you choose.

     

    Package service includes:

    • Private round trip airport/hotel transfers with guide & vehicle service. 6 nights high-end resort hotel accommodation with daily buffet breakfast. Morning Tai-Chi class lessons.
    • Optional daily sightseeing tour transfer with guide & vehicle service. (Entry ticket to site visit & lunch is not included and optional.) 

    Please visit our web for detail info: www.chinaasiatour.com
     
    Auto

    

    Auto Europe Car Rental Recommendations Before
    You Leave For Europe (part 3)

    April 19, 2012: Auto Europe, a leader in worldwide car rental services, has compiled a set of recommendations that should be on your checklist for your next trip to Europe. These travel tips cover aspects for before, after and during your car rental experience. Below is the final set of suggestions for being prepared once you have arrived back from your trip. (continue)

     

    Auto Europe Car Rental Recommendations Before
    You Leave For Europe (part 2)

    Auto Europe, a leader in worldwide car rental services, has compiled a set of recommendations that should be on your checklist for your next trip to Europe. These travel tips cover aspects for before, after and during your car rental experience. Below is the second set of suggestions for being prepared once you have arrived at the car rental location. (continue)

     

    Auto Europe Car Rental Recommendations Before

    You Leave For Europe

    Auto Europe, a leader in worldwide car rental services, is compiling a set of recommendations that should be on your checklist for your next trip to Europe. These travel tips cover aspects for before, after and during your car rental experience. Below are the first suggestions on being prepared before you rent a car. (continue)

     

    Auto Europe: New mandatory ruling for automobiles in France

    Auto Europe, a leader in worldwide car rental services, is prepared to service their clients with the new ruling in France requiring mandatory breathalyzers in all passenger vehicles. (continue)

     

    Host Agencies

    Amadeus and Expedia sign multi-year agreement in North America

    MADRID, April 19, 2012 – Amadeus, a leading travel technology provider and transaction processor for the global travel and tourism industry, and Expedia, Inc. (NASDAQ: EXPE), the world's largest online travel company, today announced they have signed a multi-year content and technology agreement for North America. (continue)

     

    Sales Tip #11:

    Build Your Professional Brand
    Create a Lasting Impression
    with These 3 Tips

    One of the best ways to maintain a customer database full of people who want to hear from you, book with you and send referrals to you is to build a strong and professional brand. Each travel agent has their own personal brand, and it's important to make sure that you take advantage of yours!: (continue)

     

    Travelsavers And Network Of Entrepreneurs Selling Travel (Nest)
    Introduce New Customer Loyalty Program

    April 2012: Travel Club, a new complimentary customer loyalty program for clients of TRAVELSAVERS and NEST travel professionals has just launched. The benefits of the program are two fold: (continue)

     

    American Marketing Group

    Launches Family Lifestyle Campaign

    April 2012: American Marketing Group continues to expand upon its award-winning lifestyle direct mail program with a new family-themed campaign, available to licensed travel professionals of TRAVELSAVERS and NEST (continue)

     

    Steven Thompson, CEO
    Of Johns Hopkins Medicine International, Will Address "Well-Being And Medical Travel Conference"

    March 28, 2012 (Oyster Bay, NY) – It was announced today that Steven J. Thompson, MBA, Chief Executive Officer for Johns Hopkins Medicine International, will address the constituents at the "Well-Being and Medical Travel Conference 2012." (wellbeingtravelconference). (continue)

     

    Patient Travelers Give Candid Recaps at "Well-Being & Medica Travel Conference 2012"

    A specially assembled panel of patient travelers will candidly discuss their experiences in traveling abroad for medical and dental procedures at the upcoming "Well-Being and Medical Travel Conference 2012." (continue)

     

    Trafalgar and Virgin Atlantic Host
    The Sales and Service Team of American Marketing Group's

    Trafalgar and Virgin Atlantic recently hosted American Marketing Group's sales and service team on a four day FAM in London. The whirlwind tour of the world-class city incorporated all of the most renowned sites. (continue)

     

    "Best of the Best Globe Award"

    Avoya Travel™/American Express® has been awarded an American Express Vacations 2011 'Best of the Best Globe Award'... (continue)

     

    "Well-Being & Medica Travel Conference 2012" GIVEAWAY

    Any one who registers by April 15 will be entered to win an ultra-pampering personal spa package at the Centre for Well-Being at the 5-star Phoenician luxury resort. A $300 value, the prize-winning package includes a choice of two 50-minute spa services...(continue)


    20% Growth for ExpediaCruiseShipCenters

    Expedia CruiseShipCenters has entered its 25th year in business in good stride with 2011 sales figures showing a remarkable 20% growth over the previous year! (continue)

     

    "Well-Being & Medica Travel Conference 2012"

    The "Well-Being and Medical Travel Conference 2012" -- which will take place on June 20-21, 2012 at The Phoenician luxury resort in Scottsdale, Arizona... (continue)


    Sandals honored Avoya Travel/ American Express

    'Best of the Best, Western' for the company's dedication to outstanding customer service and creating exceptional vacation experiences for Sandals Resorts' guests. (continue)

     

    NCL Honors Avoya Travel With Top Travel Award

    Avoya Travel™/American Express®, one of the leading travel companies in North America and beyond, today announced that Norwegian Cruise Line has presented the company with its 2011 'Home-Based Agency of the Year' award. (continue)

     

    OASIS Reports Record
    Growth in 2011

    OASIS, www.OasisAgent.com, a leader in the development of programs for home based independent travel agents, reports another year of record growth. (continue)

     

    TRAVELSAVERS Partner Services &
    Analog Analytics Team Up to Provide

    TRAVELSAVERS Partner Services, a new American Marketing Group company, has won the account as the exclusive travel provider for Analog Analytics' Bigger Better Deal™ solution. (continue)

     

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    Joel M. Abels • Rusty Pickett • Scott Koepf• Cruising • Airline • Europe • Hotels • Luxury Cruising • Paull Tickner • Mitchel J. Schlesinger • Sherry Laskin • Les-Lee Roland • Mary Brutscher • Sue Shapiro

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    This website is dedicated to the memory of Joel M. Abels
    "HE CREATED A VOICE, NOT JUST AN ECHO"

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