“Make your clients picture themselves ina particular place.” — Tim Mullen, Apple Vacations

The all-inclusive pricing model has spread like wildfire through the resort industry. At this point the market is almost flooded with all-inclusive resorts in many destinations. Such a wide variety of choices makes the selection process more difficult, at least for anyone who wants to explore the possibilities and settle on the best selections for their personal tastes and preferences.

That’s why working with wholesalers who package all-inclusve resort vacation can be a great resource for agents.

Wholesalers occupy a well-trafficked point at the center of the travel industry, because they work with the suppliers of all the necessary components of an all-inclusive resort vacation package. And because they buy in bulk, they get the best deals for your clients, usually offering better prices than consumers can get purchasing directly one-off from those same suppliers.

Wholesalers have intimate knowledge of destinations, especially the tourism and hospitality sectors. That knowledge gives them the power to make good decisions that would be hard to make for anyone who has never been to the destination.

The well-educated person, it is said, is not one who knows the answer to every question, but rather knows how to find the answers. For the travel agent, the wholesale tour operator/vacation packager/destination manager is the ideal source for destination expertise.

The wholesaler serves the travel agent in a similar way that the travel agent serves the public: as consultants and an authoritative source of information about each destination. That kind of mastery also applies to the niche market of all-inclusive resorts.

Vacation Agent asked some of the top wholesalers for tips for travel agents on how to sell all-inclusive resorts through their companies.

It’s all about all-inclusives: The first step to selling all-inclusive resorts is to recognize the popularity of the product. “The all-inclusives have been associated with Mexico beach vacations for more than 20 years, but lately the luxury all-inclusive market has really grown,” says Tim Mullen, president of Apple Vacations. “You know the Secrets and the Dreams and the Zöetry, but even the middle-of-the-road clubs have added their all-inclusive offerings. Iberostar, Riu — they’ve added their Palaces, their Grands; Palladium has added its Premiere Club. So it’s taking what was successful and improving it.”

Take advantage of the wholesale proposition: Wholesalers provide many advantages for travel agents and clients. “With many things in travel you can buy component, component, component,” says Mike Going, president of Funjet Vacations. “The value of a wholesaler is that we aggregate all the product, we vet the product, we grade the product, make sure it’s meeting our operational standards, our client satisfaction standard, so that every resort we’re carrying in our product portfolio is, if you will, Funjet — or Mark Travel — approved, and [the resorts] are generally very supportive of the agent community.”

Going adds, “For someone booking directly there’s no real price advantage. So when people can consolidate their hotel, their air, their ground transportation, features and attractions with the wholesaler or the aggregator, it’s just a better transaction both for the agent and ultimately for the client.”

Tap into the wholesaler’s knowledge: Because wholesalers work closely with hotels and destinations they are excellent sources of current information on products and properties in the market at a given moment. Wholesalers are the travel agent’s key to what each destination offers.

“Knowledgeable travel agents know that working with a wholesale travel provider such as Pleasant Holidays can be a win-win for themselves and their clients,” says Jack E. Richards, president and CEO of Pleasant Holidays. “The tour operator has a vast network of resources that can often make the difference at each step of the journey — for both agents and their clients.”

Drop your clients a line: Don’t sit on your hands waiting for clients to call, says Harry Dalgaard, president of Avanti Destinations. “Go after them,” he advises. “Pick a few different packages to a few destinations that you love, add in a few special experiences. Then send them off to clients who you believe would love them. This way, you’re reconnecting with them, telling them you were thinking of them and sharing your knowledge and passion about a few destinations. FIT is personalized and that makes all the difference in this current market.”

Get to know your client: “Don’t be afraid to ask questions,” says Jim Tedesco, director of marketing for GOGO Vacations. “The more you know what [your clients] want, and at what budget, the more you can help them. That’s what will turn a client into a repeat customer. Simple questions — if they prefer pool or beach, nightlife or quiet environments, direct flights or are fine with layovers — will help narrow down what they want and will help your wholesaler help you find the right place for them. Never be afraid to follow up your recommendations by asking for the sale. It shows confidence in your knowledge.”

Three simple questions: Mullen of Apple Vacations offers three principal questions to ask clients: “How far are you willing to travel?” is one. “Most consumers want to fly no more than three or four hours, which really narrows down many destinations to those with nonstop flights,” he says.

“Second question: What types of hotels or hotel brands do you typically stay at on vacation? This will help define the budget and hotel level of service one is willing to accept. And finally: Are you interested in an all-inclusive? If so, then really the destination offerings can be truly defined to Mexico, the Dominican Republic and Jamaica for the most part.”

Listen actively: Avanti’s Dalgaard says, “Active listening is the key to directing a client to a travel product that is tailored to his/her interests, timing and budget. Travelers love to talk about their travel experiences and things they have heard from friends. It means listening to what they say and hearing what they really mean. If you pick up clues in the conversation, you can make travel-wise suggestions and also introduce new places to visit that will surprise and delight them.”

Emphasize value: One of the most important things wholesalers bring to the table is value. The fact that a wholesaler can buy in bulk and combine components in a package at a better rate than consumers can purchase individually is not always evident to clients. It must be pointed out.

“Just like when you run into your local diner and order the lunch combo, buying a travel package is a convenient way to get a great value for less money, all in one price,” says Pleasant Holidays’ Richards. “Pleasant Holidays works with hotel partners to obtain exclusive rates and added values that are then packaged with airfare and other products to create a comprehensive vacation package. Added values may include daily breakfast, spa discounts, kids-stay-free offers or guaranteed connecting rooms. So travelers who think they can only afford hotel and air are often pleasantly surprised with the extras that truly make a vacation memorable. Agents should review the total package price when comparing quotes as airline, flight schedules and room categories may be different.”

Show and tell: “A picture is always worth a thousand words,” says Apple’s Mullen. “Make your clients picture themselves in a particular place or with a specific room view or in a special restaurant or beach. Show them pictures or videos of your fam trips or from your past customer experiences. To the best of your ability let your clients see for themselves the destination and hotel you are selling them.”

Build partnerships: As you determine which wholesalers are best for you and your clients you will want to form partnerships with them. It starts with researching, using your intuition to decide which wholesalers are best for you and gradually narrowing down the possibilities so you can focus your buying power on the few that are most appropriate to your needs. The partnership gives you buying power and clout with hoteliers.

“Usually, if you book a hotel yourself, you’ll be quoted the rack rate,” says John Hanratty, senior vice president of travel agency engagement for The Mark Travel Corporation’s managed brands. The wholesale rate, he adds, will be substantially cheaper and hotels are careful not to undersell the wholesalers they rely on to ensure that their hotels stay well occupied. “Most partners wouldn’t knowingly undersell us. If we found that to be the case, we’d be all over them,” Hanratty says.