PHOTO: Many host agencies offer annual conferences with a full slate of training.

These days you will find some of the very best travel agent training and education programs at host travel agencies. Not every host offers extensive programs, but the larger ones feature a wide array of educational opportunities covering business strategies, sales, marketing, technology, product information and more.

So just what should you look for in a host agency training program? And what questions should you ask a prospective host about training and education? We asked some of the top host agencies in the business, especially those that focus intensively on training and education, for their best advice.

Avoya Travel: Scott Koepf, senior vice president of sales for Avoya Travel, says you should look for host agencies with training programs that address the various “hats” you wear as entrepreneurial home-based travel agents. That means training in marketing, suppliers, sales and running your business.

For marketing, Koepf recommends you look for hosts that don’t just provide marketing assistance but really teach marketing skills, though he’s quick to note that Avoya basically provides its affiliates with marketing programs, so they effectively learn to outsource the marketing part of their business.

Koepf also recommends that you seek in-depth supplier training that is customized to your host agency and to your business, not just generic programs. He also believes in sales training that provides very detailed and specific suggestions for the sales process.

And since 90 percent of all home-based agents are entrepreneurs and own their own business, they need to know how to run that business. Koepf recommends seeking a program that offers general business skills, business operational skills and educational opportunities around the use of technology, as offered by the host agency itself.

As for what questions to ask your host, Koepf again breaks that into four categories: What are the educational opportunities in marketing, suppliers, sales, and business operations and technology? You should also ask in what format training is provided, whether it is interactive, and whether you can access it 24/7.

Cruise Planners: Michelle Fee, CEO and co-founder of Cruise Planners, believes you need the support of a robust training and development team offering a variety of teaching methods, including in-person, online, one-on-one coaching, and online forums. There should also be a knowledgeable support staff that, if needed, can help you with an issue or coach you through an idea.

“We believe in keeping education fun and entertaining since people learn best and retain information when they are being entertained,” Fee says. “When new franchisees join Cruise Planners, they immediately start training with access to online training coursework and webinars, followed by a six-day intensive training program in Fort Lauderdale, which includes presentations from Cruise Planners’ top executives, owners and travel partners, ship tours, and a preferred partner trade show. We feel that the secret to success is training, training and more training.”

Fee says you should ask your host the following questions about its training programs: What are your training platforms? Do you have an annual convention and regional events? How often are new topics and presentations introduced? Is there 24/7 access to training? Is there a help desk if I have a quick question? If I work full time during the day, is there flexibility for the training and can I work at my own pace? Is there a certification process or goals to achieve? If I need personalized attention, how simple is it to get assistance and coaching?

Gifted Travel Network: This relatively new host travel agency is affiliated directly with GIFTE, the Global Institute for Travel Entrepreneurs. Meredith Hill, CEO of both organizations, is an experienced trainer, educator and business motivator. She believes you should first look for a host agency training program that teaches you how to be an expert in selling travel. “Most host agency training programs have this well covered,” she says.

Second, you should look for a host training program that teaches you how to be a business owner and market like an expert — not a travel agent. “In other words, the training program should give you advice on what steps to take to establish a separate legal entity, how to maintain your financials, how to create an effective sales process that wows your clients, how the travel industry works, how to establish current client attraction systems that are working for other travel experts, and the list goes on,” Hill says. “It’s this second piece where most host agency training programs fall short. They are teaching [participants] how to be travel agents, but not travel entrepreneurs.”

In that same vein, Hill believes you should ask your host the following questions about its training: Does your program teach me how to design my own brand? Does your program teach me how to market my brand — not a supplier’s brand? Does your program teach me how to account for my numbers and track them? Does your program show me how to attract new prospects and develop new business?

PHOTO: Host training can take many different forms, including live sessions.

Montrose Travel: Andi Mysza, who heads up M-Travel, the host agency division of Montrose Travel, says the first thing you should look for in a host training program is range and variety. “Some companies may focus on supplier product or destination training depending on the level of agent,” she says. “You can have newbies, inexperienced and experienced/seasoned agents—and you need to look for hosts that have programs for all of them.”

For example, Mysza says seasoned agents know the products but, if they are just starting up a business on their own, they may not have the knowledge base or know how to develop their business, marketing or strategy. Regardless, training programs must go beyond just supplier information and address how to develop your business, sales training, operational skills and how to build your client base.

Mysza says you should determine how the training is being conducted. Is it primarily by webinar, and are those webinars recorded and available on demand? Are there live aspects of the training?

According to Mysza, you also need to find out how often the training is provided, whether it is online or on demand, and who is the target of the training. You should also ask if there is any additional cost or fee for training. “Most hosts offer some form of training included in what they do,” Mysza says. “But others have developed other products where they charge additional fees.” Finally, she says you should find out whether there are opportunities for one-on-one coaching and training.

Nexion: Robbi Hamida, vice president at Nexion, says the challenge with training programs is that agents can specialize in so many different aspects of travel, so host agencies really need to help you stay current. “When looking for a host agency training program, you should ensure that your host agency provides you with education and training opportunities to keep you abreast of changes in the industry,” he says. “Also, agents today are business owners, so host agencies that help you learn how to set up and maintain your business, as well as those that help you become an excellent marketer can truly benefit your business.”

Hamida recommends that you ask your host agency or potential host agency about the types of training they offer and how often it is offered. He says you also should such questions as these: Is there a good balance of supplier and business training programs? Are classes live or recorded? Are classes accessible 24 hours a day? And what training opportunities are there to help you understand how to get the most value out of the programs and tools offered by the host agency so you can build and grow your agency?

Travel Planners International: Ken Gagliano, co-founder and president of Travel Planners International, says you should look for frequent and ongoing training support that helps you build your business for both the short and long term in four main areas—sales, marketing, technology and supplier training. At the same time, he says, you should make sure you ask your host or prospective host several specific questions about training.

First, how often is training offered? Ask to see a calendar of all scheduled training, both online and live events. If the host is on top of its game, Gagliano says, it should have a calendar showing the training at least four to eight weeks in advance. Second, what type of feedback do the host’s affiliate agents provide about the training? You should talk with a few affiliated agents to get feedback on how frequent and effective the training is. Finally, how much does the training program cost? If a fee is charged, it should be reasonably priced, says Gagliano, who observes that nearly all of Travel Planners International’s training is a membership benefit.

Travel Quest: Bonnie Lee, CEO of Travel Quest, says you should make sure your host has a well-rounded training program in place that focuses on suppliers, destinations, marketing and sales, as well as resources on how you can obtain certifications in the industry. “It’s also convenient if training is available on-demand online — that way you can set aside time to learn at your own pace,” Lee says. “In-person training and conferences are also valuable opportunities not only to gain knowledge, but also to network as well.”

Lee says regardless of whether you are an experienced agent or new to the industry, it is important to ask about a host agency’s training program when joining. Chances are you will need training or a refresher course and will want to find out how that information will be delivered to you. Lee says you should ask whether your host agency offer webinars — and whether those are live or recorded. Does your host offer an annual conference or other in-person programs that include training and networking opportunities? What types of training are available and how often are new trainings offered? Is there niche, destination, sales, marketing or vendor-specific training? Do the trainings provide certification? Are there incentives to complete the training? “It is understandable if a host may not have all of these training options,” Lee says, “but at a minimum they should be able to refer you to a reliable source in order to meet your learning objectives. If you have specific interests or needs, be sure and ask about those as well.”