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    Joel and

    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
     
    Building Your Reputation in the Marketplace

    Starbucks, Toyota, Ritz Carlton, State Farm, Birds Eye, Apple . . . All of these are extremely well-known brands that, over time, have ingrained the quality, innovation and value of their products and services in the consumer marketplace. This is what developing a brand is all about, and what you have to emulate to establish yourself as a travel selling "brand."

    Establishing a strong brand position is crucial in order to:
    Effectively communicate the value and positioning of your services;
    Create visibility;
    Provide sustainable competitive advantages;
    Generate long-term customer loyalty.

    The opportunities in key consumer groups and which products you focus on selling, represents the foundation for how you should develop your brand position. The premise is based on selling products you will have the most success with based on the demographic profile of the consumer base in your marketplace. Whatever that product type is will be the foundation of how you build your business, earn your reputation, and establish your brand.

    Your brand position will be established and based on two key elements:
    1. Your expertise in the product category you emphasize, whatever it is. If you specialize in selling family vacations, you must be knowledgeable about a broad spectrum of children-friendly experiences, from sun/fun to enriching/fulfilling.
    If you primarily promote and sell worldwide destination travel, you must display an expertise in destinations around the world and how customers can best access them. Cruises are better in multi island locales (Greek Isles, Indonesia) and destinations where the primary venues are along the coasts (New Zealand). On the other hand, there are numerous destinations where land tours can provide a more meaningful experience.

    2. SERVICE. It doesn't matter what you sell, it comes with an expected level of service, which is the foundation of your reputation. And the expectation of service will be commensurate with the amount of money being spent by your clients. You are in a position that will always be judged after the fact. Was the recommendation of cruise line correct? Did the destination suggested provide the experience clients were seeking? Were the other guests on like me? And most importantly, did my experience represent a strong value based on what I paid?
    Once you have established your brand position, the work really begins. Next are multiple steps required for successful communication of the brand position. And as a Home Based agent, this is more critical because, more than likely, you have "slightly" smaller budgets to promote yourself than the companies I listed at the beginning of the article.

    Here are some "musts" to effectively communicate your brand:
    • The internal delivery must match the external promotion. Whatever you state you offer, you must deliver;
    • Any employees must reflect the brand. It is YOUR business and reputation and any employees must deliver on this promise. It is also your responsibility to make sure they understand the brand position, what it means and how it must extend to clients and potential clients;
    • The brand must be projected in every message you send out and on every "touch point" clients and potential clients come in contact with regarding your agency;
    Your Web site is the ultimate platform to project your brand. It must be completely obvious by the look and feel of your site that you are the specialist in your selected product range. And this is reflected in the information you provide on the site about your services and those of preferred suppliers. Add links to other destination sites to further educate clients looking to purchase a particular trip. Show pictures (with permission) of clients from recent trips to enhance referrals. Most will enjoy the 15 minutes of fame!
    PR releases sent to local media and all advertising should always reflect the brand — "Ann Smith Travel, selling groups for 15 years," or "Exotic Travel, specialists in destinations across the globe";
    Be personally visible in your community at events and programs that match your brand position;
    Make sure all local media in the community are aware of your brand position, so that when they get ready to run a story about that product type or destination, they contact you for insights, recommendations, quotes etc. You should be proactive and send these media contacts information about popular destinations, trends etc. to give them more ideas for stories.

    This discussion of brand establishment and management is important because all consumers are "brand centric" to one degree or another. Think of yourself as a consumer, where you shop consistently, what product "brands" you buy regularly, what companies you are loyal to, and why. It is probably a combination of quality, value and service, which are the same qualities you must project.

    Best of all, as consumers age, brand centric loyalty only gets stronger. Once they find a product or service provider they believe in, they stay with it. For travel this is an enormous opportunity, as seniors travel longer and spend more, so it is crucial you establish brand loyalty while your clients are in their 40's & 50's, so that they stay with you in their 60's and beyond.

    Focus on developing and communicating a strong brand position of your agency so that you can reap the rewards of brand centric loyalty in your clients.

    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

    Royal Caribbean • Travel Industry • Travel Social Media • Travel Technology • Travel Trade News • Vacation • Home Based Trade • Home Based Travel Agent •

    Professional Travel Agent • Travel Agent • Travel Agent Professional • Independent travel agents • Tour Groups •

    Host Travel Agenices • Cruises

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

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