This article originally appeared the April issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
There’s no disputing that travel is back in full force post-pandemic, something that is clearly evidenced in the growing demand across all industry sectors, including tours and packages. Vacations that were once put on the backburner are being moved to the forefront as travelers place a higher premium on their free time.
“The realization that we could have time stolen from us made many people rethink their future, and, because of this, they’ve decided to move their travel dreams to the top of their priority list,” said Samantha LeBold of Find Your Why Travel. “The phrase ‘life is short’ has taken on new meaning to people.”
She noted that organized tours are ideally suited as a way to visit bucket-list destinations, which many travelers are eager to do.
“In addition, with all of the unrest throughout the world and all of the airline debacles, an organized tour gives new travelers a sense of safety, as well as a feeling of confidence that if anything goes wrong they will have someone to help them navigate this ‘new normal’ of travel.”
Educate Yourself
“First and foremost, know your stuff,” said Joy Crutchfield of The Joy of Travel. “If you want to offer escorted tours, devote yourself to absorbing every bit of training available, and then book one for yourself. You need to be able to speak to exactly what the experience is – and is not – going to be,” Crutchfield said, adding that she doesn’t recommend anything she hasn’t tried first.
Added LeBold: “You have to educate yourself on the differences between the products by attending seminars, webinars and fam trips. Experiencing different products for yourself makes it so much easier to effectively communicate the differences between them to your clients.”
Committing to a niche is also a key to success, said Carly Heyward of Flight of the Educator. “When I first started, I didn’t have a niche and was just chasing everything,” she said. “Over time, I started to shift into my current market, which is predominately polar and small-group tours. The shift happened as I shared my own tour experiences. The more trips I took, the more content I had to share, and that’s what people want to see.”
Debunk Misperceptions
Address the preconceived notions people have about fully escorted tours. “They are not just for the 70-plus age group – in fact our personally escorted tours range in age from 30-somethings into the 60s usually,” Crutchfield said.
Additionally, dispel the idea that every moment of a tour is orchestrated. “Tours vary, of course, but generally speaking there is plenty of free time for your customers to experience those special moments they are dreaming of,” she said.
“People seem to think group tours are going to be [operated] with those big buses and 50-plus people, so they might need to be educated on the product,” Heyward said, adding that companies such as G Adventures focus on groups of 12 to 15 people.
“I think some clients also think small-group tours are just for younger people, which isn’t true,” she said.
Qualifying Clients
Crutchfield recommended asking clients to spend 15 minutes to discuss their expectations for the trip. “Ask them what they’ve experienced on past trips that they especially enjoyed or did not enjoy,” she suggested. “If the customer balks at a personal conversation, at the very least ask them to email a list of what they expect the trip to be.”
During the qualifying process, “Ask them to describe to you how this trip would unfold if it were perfect in every way,” Crutchfield recommended.
“Assuming you’ve experienced the product, you should be able to fairly compare the actual experience to their expectations and determine if the product is the right one for them.”
What to Ask Clients
Heyward uses a series of set questions. “Beyond the obvious question of budget, I think it’s important to ask things like their age, what level of activity they’re into, what level of partying/drinking they’re into and would they prioritize environment or architecture,” she said. “By using those questions it’s easier to sort out companies, itineraries and tour styles.”
Always be prepared to expect the unexpected. “You’d be surprised how many people book something different than what they originally asked for because you showed them the value and how awesome it is,” she said. “Even more surprising is when it’s over the budget they said they wanted to stick to!”
After asking the qualifying questions, Heyward suggested not going overboard with too many options. “I try to limit the amount of firstround options because that can be overwhelming for people,” she said. “Let the clients look the information over and listen to their questions and feedback.”
In the end, never discount the importance of providing superlative customer service. “That’s why they’re booking with us and not on their own,” Heyward concluded.
Social Media and Networking
“I think it goes without saying that in this day and age, social media is huge,” said Samantha LeBold of Find Your Why Travel.
“Something I wish I had done from the beginning is to have settled on a niche and market to those individuals who would be interested in my particular area of expertise.”
Also, never discount the value of colleague and client relationships. “Networking with your peers and developing meaningful relationships with your clients will go a long way in bringing in new clientele,” LeBold said.
“Most importantly, whether you’re trying to sell more organized tours or vacation packages, you need to be able to tell your clients the advantages and disadvantages to each,” LeBold added.
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