Wave season is nearly here, but don't look out at the surf because that's not what this is about.
Known as the Black Friday of the cruise industry, the three-month period starts in January and runs until the end of March. If you're a travel agent and you're not prepared for this special time of year, it's time to get ready.
Otherwise, you're missing a vital opportunity to boost your bottom line and help consumers snag some great deals.
"Wave season is a unique time for travel agents, as suppliers are pushing massive deals after the holidays to boost the New Year's itineraries and destinations," said Chris Hornick, Dream Vacations Franchise Owner and Vacation Specialist with Vacations on the Sea in Pleasant Hill, Pennsylvania.
"Consumers are also ready to travel as the hustle of the holidays are over, vacation time at work has renewed and people generally are already sick of the cold weather."
Be Prepared
Margie Lenau, owner of Wonderland Family Vacations in Grand Rapids, Michigan said that you should take these last few days before the New Year and get prepared:
"Stock up on brochures and get files ready to accept new clients. Dedicate some time for phone appointments and always make appointments. Decide which hours you will be available and still be able to get other things finished."
Get Organized
However, don't think you're prepared just because you have piles of brochures in front of you and names scratched on a list.
Denise Lorentzen of Dreams Family Travel in Hughson, California, said that organization is key to surviving wave season: "Know your systems and have them in place beforehand and know your go-to vendors so it makes quoting easier."
Reconnect With Past Clients
According to Cheryl Myerson, owner of Unforgettable Cruises & Tours LLC, an Independent Agency in the Avoya Network, an item on her to-do list is to "update client lists, then reach out by phone, a scripted note or holiday cards."
After all, wave season is the most wonderful time of the New Year!
However, it's a fine balance because you want to post often so that your name and brand is at the top of everyone's news feed but don't want to be too annoying.
"The key to success during wave season is to be active with marketing the deals," said Hornick, "but spacing them out every few days to allow potential clients a chance to digest what you are promoting and to contact you."
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