A new survey from AAA recently revealed that more travelers are taking a closer look at luxury suites and high-end, premium cruise lines than ever before-and savvy travel agents will be paying attention.
Capitalizing on this increase in interest means larger commissions, sure, but also happier clients. However, the luxury market is a complicated beast and one travelers' idea of luxury may not be the same as another person.
"Luxury is not a finite tangible 'thing,'" said Jason Coleman, business development manager and MentorU coach at Uniglobe Travel Center. "Luxury can be found at all levels of our industry. For some people, luxury could be a suite on a contemporary ship. For others, it's a verandah stateroom on a premium line with more all-inclusive amenities or value adds designed by the travel agent."
Travel agents can shine by getting to know their individual clients and their particular likes and dislikes when they travel. Coleman advises travel agents to think of the vacation that they are planning for a client in broad terms.
"Ask yourself how you can design a luxury experience from their first point of contact through to the return from their vacation," he said. "Remember, the concept of luxury is much broader than just a select small group of cruise lines. The concept of luxury should start with your brand, how and what you communicate with prospective clients and interactions with you."
Travel agents hear over and over that it is important to "qualify clients," but when booking luxury travel, which generally requires a higher spend on the part of the traveler, this is a key point.
"It's important to understand what the client's definition of luxury is," said Coleman. "Luxury is not the same thing for every person. One definition says that luxury is the state of great comfort. So what makes your client comfortable? What are their needs/wants and expectations? Approaching with your pre-set mental definition is a disservice."
Another key point that travel agents should consider when selling a luxury experience is that high-end doesn't necessarily mean high spend.
"Don't overlook the importance of value when selling to the affluent and luxury market," advised Coleman. "Although they may have the disposable income, they don't waste their money. Selling the concept of value is extremely important and communicating the benefits and inclusions will help them justify their purchase."
One thing that we do know is that travelers are not shying away from looking at luxury trips, and that means all options are on the table, according to said Bill Sutherland, senior vice president of AAA Travel.
"Whether opting for an upgraded suite class on a large cruise ship or increasingly, splurging for all-inclusive luxury on a small riverboat, travelers are seeking special opportunities to elevate their cruise vacation experience."
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