Knowledge Is Power

PHOTO: Don’t be afraid to upsell clients into higher-end resorts or room categories.

Matching the right client to the right all-inclusive resort may seem like a daunting process, but agents in the know say it primarily comes down to one thing: knowledge. “You have to know your clients and know the resorts,” says Claire Schoeder, a travel advisor with Century Travel in Atlanta. “It’s impossible for us to know all of them — but you can know a few and then read about the rest and have a pretty good idea of what’s going on.”

Agents say that seeing is believing. “Do your homework,” says Joe Lang of Joe Lang Travel in St. Louis. “Get out there and see the resorts. Ask a lot of questions. Talk to the general manager, talk to the sales manager and look at the rooms to see which ones you think might be the best ones to match your particular clients to.”

Qualify clients.
Find out what clients are looking for. “The first thing to ask is if clients want something that is adults-only or family-friendly,” says Sandi Favre of Viagio Travel in Long Beach, Miss., an affiliate of Travel Experts. “Then you should find out what type of accommodations they are looking for — are they looking for something that is more upscale and luxurious, or are they seeking something that provides a little more value for their money?”

Listening to clients is key during the qualifying process. “It is important to listen to the clients’ desires and what their expectations are,” says Judy Nidetz, a travel advisor with Travel Experts in Chicago. “It’s important to figure out what their expectations are and then offer them properties that fit their needs.”

It is also crucial to understand a client’s vacation history. “I would ask them if they have ever been on a cruise or to an all-inclusive resort before,” says Nidetz. “And even if they have not been to an all-inclusive, if they have been on a cruise, you can get a good idea [of what they expect].”

Nidetz noted that she can determine, to a large extent, what type of resort clients may prefer based on their cruise history. “I can learn a lot by saying, ‘Okay, what ships have you been on?’”

It is important to find out what types of destination experiences clients are looking for. If they want to spend time exploring outside the resort, Schoeder said that she is likely to book them in Cancun and the Riviera Maya area, which has easy access to myriad Mayan ruins. Conversely, resorts in the Dominican Republic may offer less to do off site.

Be sure to find out what properties they have stayed at, where they have traveled before, what types of activities they enjoy and how long they normally vacation for.

Ask about mobility.
If agents are booking travelers at a large property, it would behoove them to find out if they have walking disabilities, says Schoeder. Agents can ask discreetly. “I usually bring up the subject that [the resort] is quite large and that sometimes you may need resort transportation to get to the beach,” she says.

Check what is included.
“You have to really pay attention and read the descriptions of the places you are recommending,” says Schoeder, adding that some of the more budget-oriented resorts may restrict beverages. “Some all-inclusives do have different charges for specific items on the menu. You should do a lot of reading so that you can advise your client what may or may not be included in that all-inclusive rate.”

PHOTO: Visiting the resorts will help you understand the product that you are selling.

Visit the resorts.
“If you can get there, go because there is nothing like seeing it firsthand,” says Lang, advising agents to spend at least two or three days at a given resort in order to thoroughly understand it. “Talk to the general manager, talk to the sales manager on the property and look at the rooms to see which ones you think might be the best ones for your particular clients,” he says.

It is also important to revisit resorts, says Lang, noting that a lot can change in a couple of years. “Even after one year, a resort may not be the same,” he says.

PHOTO: Some all-inclusives, such as Beaches Turks & Caicos, cater to families.

Target families.
“Families can have a worry-free vacation without having to decide where they are going to eat or having to plan activities days ahead of time,” says Lang.

Agents noted that all-inclusives generally feature children’s programs for different age groups, enabling parents to take advantage of their own activities. Family travel is the fastest-growing travel segment today, according to a survey conducted by Travel Pulse, an online sister publication of Vacation Agent magazine. Half of the agents surveyed now credit families for 50 percent or more of all bookings, and they say that resort stays are the number-one category of travel for families.

Establish relationships with resort staff.
“Travel agents are businesses, and you should establish business-type relationships,” says Angela Turen, president and owner of Churchill & Turen in Naperville, Ill. “I think the frustration for [many] agents today is that they are obviously working on volume, so they are instructed by their manager to book through their GDS,” she says. “Well, that’s fine, but then you are not having a relationship except with your computer. Until you establish client relationships you are just going to be another number.”

Even if agents feel obliged to book through the GDS they can still make a phone call to the hotel to work on cementing a relationship, she says.

Once relationships have been forged, and agents have built a booking track record, then they are in the position to call in favors — such as booking clients up as a value-add proposition. “I’m not going to push the [envelope] until I have established that relationship and then they know that I will continuously recommend their hotel so they will take care of me as well,” says Turen.

Sell up.
Joanne M. Wilson, owner of VIP Travel in Jackson, Miss., has found success in offering a lower rate when she knows her clients are financially crunched. “I start off with the introductory price as ‘x’ amount of dollars but say that’s for a garden-view, and you realize for just an incremental amount more you can be upgraded to a junior suite,” she says. Then she details what the extra dollars will buy. “Not only will they get a sitting area but they may also get an ocean-view room with extra amenities,” she tells clients.

When dealing with her more affluent clientele, Wilson starts high. “For those clients, I absolutely start at the top and just say, ‘I’ve booked the junior suite for you; it’s a corner room and I knew you would like a sitting area.’ ”

Sell honeymoons.
Destination weddings and all-inclusive resorts are a perfect match, and together they offer advantages for newlyweds and travel sellers. The all-inclusive resorts’ pay-one-price system is an ideal stress-reducer for couples who lack the time and resources to plan a complex vacation while also preparing for their nuptials. Instead of spending time hashing out details and adding up the costs as they go, couples staying at all-inclusives know what their vacation will cost ahead of time.

All-inclusive resorts also make an agent’s job easier by offering dedicated wedding planners who handle all of the destination wedding details. They provide newlyweds with convenience and peace of mind, allowing them to focus on the big day. Resort wedding planners coordinate all of the related tasks, from arranging the ideal location for the ceremony to coordinating the wedding theme, music, video and photography. They provide the wedding official and coordinate all of the relevant documents.

Sell beyond the beach.
“I try to encourage people not to judge a property by what the beach looks like,” says Lang. Sometimes people get really hung up on this.” He encourages his customers to carefully weigh all of the features and amenities offered at a given all-inclusive. “Don’t judge the entire resort on [its beach],” he says. “That’s not a fair comparison. They could be fabulous properties.”