When it comes to selling travel, Jennifer Doncsecz, president of VIP Vacations, is a natural.
That fact became evident 23 years ago when Doncsecz created and sold a vacation package for a college project. "It was in a public speaking class and we had to sell something we were passionate about, so I thought about what I loved - puppies, babies and travel," she said.
Settling on travel, Doncsecz designed a Disney vacation with a daily itinerary, including tips and suggestions. "When I was finished, my professor told me that I should march into a travel agency over the summer because I had a knack for travel," she said. "I walked into the closest travel agency and was hired on the spot."
Three years later Doncsecz opened VIP Vacations as a home-based agent.
Although VIP Travel is currently one of the industry's most successful sellers of destination wedding and honeymoon travel, Doncsecz got her start in the business by focusing on corporate travel. "I had three really large corporate accounts that kept me busy back in 1999," she said. "By January 2001, I had renewed those contracts."
In the meantime, Doncsecz was also developing her leisure business. In 2000, she enrolled in an overnight Certified Sandals Specialist program in Philadelphia. "With three small kids at home, I can still remember almost canceling on attending the training," she said, adding that her Sandals sales rep convinced her to attend.
"I chuckle thinking about how expensive I thought the show was - $500 - now our bridal show budget is $20,000 per year," Doncsecz said.
The show paid off. "By June of 2001, I had booked 14 honeymoons from that show," she said. "Having someone from Sandals by my side really allowed VIP to stand out among the other agencies that attended that show."
Suffice it stay things were looking good for Doncsecz's business. "2001 was shaping up to be the best year ever and then 9/11 hit," she said. "All three of my corporate accounts suspended travel. My leisure vacations - family vacations, cruises, Vegas trips - all canceled."
Well, not all. "I got the one phone call that changed everything," Doncsecz said. "It was a honeymoon couple calling me to make their final payment. They told me that they weren't going to let an act of terrorism ruin their honeymoon."
That one phone call prompted Doncsecz to call her Sandals rep to see if she would participate in two more bridal shows with her. Doncsecz was the only agent at one of the shows, and one of two at the other. "September 11 forced many travel agencies to reduce their advertising or sadly shut their doors," she said, adding that from that point on VIP Vacations focused on honeymoons and destination weddings. "We became the go-to agency in our area for romance travel," Doncsecz said.
Her business continued to thrive. By 2011, Doncsecz was employing four full-time agents. In 2013, with 10 full-time agents, two part timers and 15 independent contractors she opened a brick-and-mortar agency in a Victorian building in Bethlehem, Pa. "We painted it a soft pink and with its prime location, and we've become very visible in our area," she said.
The color pink, in fact, plays a major role in VIP's branding. "Today I drive a pink VW beetle," Doncsecz said. "Sandals also wrapped three VW bugs in pink for me, and yes, we work in a pink Victorian."
Having researched the color back in 2002, Doncsecz found that pink - not red - symbolizes love. "Pink has roots in ancient Rome where fathers would paint the door of their daughters' rooms pink the night before their weddings," she said. "Statistically, brides are more attracted to Web sites, logos, businesses and marketing publications that have pink undertones - even if they hate the color pink. Our love affair with the color is now widely known in the travel industry and it allows VIP to truly stand out."
In addition to savvy branding, Doncsecz capitalizes on a variety of media outlets to promote the agency. "In 2010, I was asked to be Martha Stewart's destination wedding and honeymoon expert," she said. "I can't even begin to tell you how much business and other publishing opportunities came from her selecting me."
She also serves as a travel expert for Fox News and blogs for Martha Stewart, the Bridal Guide and Style Me Pretty, and is a contributor at USA Today. "I think USA Today truly distinguishes my expertise and definitely garnishes consumer confidence," Doncsecz said. "It's hard to truly know how much business comes from it - but we close a lot of weddings, so I have to think that all of the published articles via different media sites has to help."
Today, the agency is a top producer with Sandals Resorts, Karisma Hotels & Resorts, Palace Resorts and Hard Rock. "All of those companies do co-op marketing with VIP and go out of their way to ensure our clients are treated well," Doncsecz said.
This year, VIP Vacations captured Karisma's Hall of Fame Award, among myriad others, during the company's Gourmet Inclusive Vacation Consultants Awards and Sales & Marketing Forum. The agency has long been garnered similar awards from Sandals.
The awards the agency has garnered over the years are clear evidence of VIP's success. "Destination weddings have grown by leaps and bounds. They are getting bigger and bigger," Doncsecz said. "A majority of honeymooners are also prioritizing taking a honeymoon where years ago, it wasn't always put in the forefront."
Doncsecz noted that millennials, a key target for destination wedding and honeymoons, are more than willing to spend their money on travel. "Budgets are growing as millennials today are far more well-traveled and they know what things should cost," she said. "We have many honeymooners that budget $10,000 or more."
VIP has also expanded into the family market. "VIP realizes that it is two times harder to get a new client than keep an existing one, so as honeymooners soon become parents, we've tried to maximize our clientele."
While Doncsecz herself focuses primarily on the agency's honeymoon and destination weddings business, she has agents who focus primarily on family vacations.
All of her agents are required to obtain their Certified Travel Agent designations from The Travel Institute by their second year Doncsecz herself is a Certified Travel Industry Executive. "I never stop learning," she said. "I think education is key."
In addition to continuing education, Doncsecz believes loyalty has played a key role in her success. "I have stayed very loyal to the partnerships developed years ago," she said. "From the resorts to our tour operators, MLT and Travel Impressions, to our consortia, Travelsavers, loyalty is a characteristic I value in clients, and with my agents," she said. "Opportunities have been created from being so loyal, too."
Doncsecz is also a strong advocate for her clients. "I don't make promises I can't keep and I truly listen to what they need," she said.
Last, but certainly not least, Doncsecz credits her success to a strong work ethic. "I work ten times harder than everyone else," she said. "I do 95 percent of the bridal shows with my team, which are normally held on Sundays, and I work Monday through Saturday almost every week. Some people call it obsessive. I call it dedicated."
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
