Selling Against the OTA's

Lately, everyone seems to be getting into the business of travel. It is undeniable: the travel industry is sexy and very much alive with new competitors entering the market every single day. But this pales in comparison when it comes to the most formidable collective competition for travel advisors — the dreaded online travel agencies (OTAs).

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Earlier this month Expedia announced that it would purchase Orbitz. That news came on the heel of Expedia’s absorption of another OTA giant, Travelocity, an acquisition that solidified Expedia’s position as the market leader in the OTA world. The growth of Expedia’s market share and pricing power means only one thing for traditional agents: we, as travel advisors, need to prove our value each and every day.

We’ve all had a client or two tell us about the great deals that they have found on an OTA at two in the morning. Then they proceed to tell us that they didn’t want to risk losing it by waiting around until later in that day to have us book it for them. Of course, what they don’t realize is that if they had come to us in the first place they would have come out further ahead.

Most consumers do not actually understand how a travel consultant can add more value to their trips. The fact is that any good travel advisor has access to the same “deals” that the consumers can get from an OTA. The only difference is that often we can add on perks and amenities available through our consortia, and we can truly personalize our clients’ vacations because of our relationships with our supplier contacts.

Our valuable knowledge and relationships help to enhance our clients’ overall experience. Many of us have access to amenities, including lunches, dinners and late-night parties, from hotel suppliers, and these go a long way to establish the “pecking order” for upgrades.

Cultivate Lifelong Lonnections

Educating your clients is not a quick process. Instead, it happens through a series of interactions and typically takes a few tries until it sticks. Ultimately, you create lifelong connections once clients understand the value you bring to the equation as their go-to experts for all things travel related. Your positive social media imprint also can solidify your value to your customers and to your suppliers.

Social media is a powerful tool to remind your clients of your existence and that you are a travel expert. I can’t tell you how many times our agents have been able to wrap up a booking during their travels or tradeshows just by using social media. A post or two on a destination can often yield bookings of $10,000 and up.

Of course, they can read all about your knowledge of destinations and travel, but why not show them? And, of course, the golden rule of social media is to engage. There’s no point in simply posting a pretty picture if you don’t answer comments and questions from your audience.

While social media is important, nothing can beat a personal connection. If you happen to be at a hotel or resort that you know your clients would love, shoot them an email with a great picture of the property. Add a quick note saying that they would just really enjoy spending a long weekend stay. Or suggest it as something that would be perfect for their holidays in December. It doesn’t cost you anything, but it shows your clients that you are constantly working and thinking of them and their needs. Remember, social media is not only for kids.

Often the simple things win you clients for life. Be knowledgeable about your products and do your best to be one step ahead of the game.

A long-time client asked us to book a ski vacation, and we were able to not only extend our Virtuoso amenities but also confirm an upgrade for him at the time of booking. The client and his family were vacationing with a friend who booked through an online travel agency. Needless to say, the friend ended up disappointed by the lack of upgrades when he arrived at the property after seeing the amenities that the resort sent to our client on our behalf.

Another client loves his warm chocolate chip cookies and milk on arrival, and we always make sure that his go-to Beverly Hills hotel provides the requested amenity each time he stays. As I pointed out above, often it’s the little things that can prove your value to your customers.