Travel Agent Professional Nov. 2011

Travel AgentProfessional

November 2011Issue 13

Taking Care of BusinessBy Mary Brutscher

Rebooking ToolBy Les-Lee Roland

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November 2011

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Travel Agent Professional TAP

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64 Taking Care of BusinessBy Mary Brutscher

68 Olympic AntidotesBy Paull Tickner Creator of Special Interest Britain

12 To Dream the Impossible DreamBy Scott KoepfVice President of Sales Avoya Travel/American Express

14 The Easiest Rebooking Tool EVERBy Les-Lee Roland

Owner of The Package Deal

18 How Affinity Groups Can Make You VERY Popular With Your Cruise Partners!!By Mitchell J. SchlesingerVice President, Sales & Marketing Voyages to Antiquity

28 Blogging Basics —How, why and where to beginBy Sherry LaskinTravel Writer, Blogger & Social Media Advisor

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Travel AgentProfessional

November 2011 Issue 13

Travel Agent Professional has its roots in Home Based Trade, the firstmagazine of its kind, started by Joel Abels in 2004. Joel and Lenore Abelsran Travel Trade for nearly half a century – it was started by her grandfa-ther, John S. Lewis, and her father, Sidney Lewis, in 1929, and they tookthe publication over after her grandfather’s passing.

Under Joel’s direction, the company grew to be one of the travel agentindustry’s leading publications, reaching more than 45,000 agentsthroughout North America. It spawned a famous series of trade showsand three monthly magazines – Cruise Trade, Tour Trade and Home BasedTrade.

The Abels also garnered enormous respect – Joel received the NealAward, called “the Pulitzer Prize of the business press,” for his hard-hit-ting editorials.

On a personal note, after working with Joel for over a decade and stay-ing with him until the end, I grew to truly care for and respect the man.He was like a second father to me. Joel was old school, he stood by hisword and believed in his work. There will never be another.

While nobody can replace this industry legend, we’re hoping thatthis new publication, which reunites the original Home Based Tradeeditorial board, will be able to carry on his passion for travel andthose who sell it.

Ann M. Hoek

Travel Agent ProfessionalP.O. Box 120202

Staten Island, NY 10312E-mail:

[email protected]:

718.227.7541

Ann M. HoekPublisher/Creative Design

Bonnie WallingEditor

Meet Our Editorial Board

Mitchell J. SchlesingerVice President, Sales & Marketing

Voyages to Antiquitywww.voyagestoantiquity.com

Mary BrutscherFormer Host Agency Owner & Travel Educational [email protected]

Rusty Pickett, ECCShellback Cruises

www.shellbackcruises.com

Les-Lee RolandOwner of The Package Deal

Scott KoepfVice President of Sales

Avoya Travel/America’s Vacation Center

www.joinavoya.com/default.cfm?ref=11583

Sherry Laskin, ACCTravel Writer/NACTA Webinar Moderator

www.cruisemaven.com

Sue Sh apiro, PresidentShapiro Travel [email protected]

www.shapirotravelresources.com

Paull Tickner,Creator of Special Interest Britain

[email protected]

ContributionsLee Rosen, CEO

Leisure Popswww.leisurepops.com

Joel M. Abels Legend In the Travel Industry

April 1927 to January 2007

September 2011

This online magazine is dedicated to the memory of Joel Abels, Travel Trade's editor andpublisher. Joel and his life's work may be gone, but with your help it can live on.

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November 2011

4 Taking Care of Business

One thing that does remainconsistent, however, is the need for travel agentsto find a way to be successful and profitable while

keeping costs down at the same time. Some of the

options may have changed a little bit over the last

few years, while others remain the same.

Many agents I know still weigh the pros and cons

of affiliating with a host agency or remaining under

their own memberships and affiliations. Identity

and supplier support, along with commission

rates, still seem to be the biggest concerns to

agents when making these choices.

There are some suppliers who will allow the business

development managers (BDMs) to support the inde-

pendent agents in their area, even if the host is locat-

ed in another state. (Royal Caribbean is one of those

suppliers and hats off to them for continuing to be

proactive in their support of the agent community.)

At the same time, as an independent travel agent,

you should be able to use your own DBA (doing

business as) identity while booking under your

host agency. You will also, usually, have much high-

er commission rates with the supplier than you

would if you were booking under your own affilia-

tions, unless you have been doing business for sev-

eral years and continue to work with a good

client base.

Through the host’s memberships, you may also

have special promotions to sell the the client than

you would have if you go it alone. Additionally,

while you will more than likely have a monthly fee

with the host, you may get other perks such as a

free Web site or free promotional mailers.

For some agents, there is nothing that compares

with owning your own business and being com-

pletely independent and not affiliated with any

host, even if the commissions received are lower.

Things continue to change inour industry.

continue to

merge or be sold,

to the point where sometimes, it seems to be a

little hard to keep up

with who owns what.

Contact information for Mary ismailto:[email protected]

By

M

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Travel Agent Professional

These agents know that all they have to do if they

experience a supplier problem is pick up the

phone and call the supplier or shoot off an email

to the supplier BDM. They also know that if they

elect to host a sales event, they can contact the

supplier for assistance and co-op marketing.

For these agents, I believe it is important to also

affiliate with a good consortia. With the right con-

sortia, there will be additional marketing opportu-

nities to take advantage of as well as the support

of the consortia when needed.

Other concerns continue to be competing for the

business and selling enough travel products not

only to stay afloat, but to make a profit as well. The

business is out there, even with today’s economy,

but many agents still sit there at the computer and

beside the phone and ‘wait’ for the business to

come their way.

That may have worked in the past, but it doesn’t

work today! It is pretty much guaranteed that if

you are sitting by the phone and computer waiting

for business, someone else is out there getting that

business that you are waiting for! Get out there

and network! Do some social marketing! Get

involved in the community! Make your agency a

local name!

Networking. Not all networking

opportunities are created equal! If you join a net-

working group that costs a lot each month and

produces no leads, no marketing ideas, etc., leave

the group! Don’t waste your time or money. Look

for something that will combine both the net-

working opportunity as well as a service to your

community. Not only will you receive leads from

(continued on page 6)

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November 2011

your fellow club members and be getting your name out to the community, but you will also be giving

back to the community. Check with your accountant or tax adviser, some of these opportunities may also

be tax deductible!

You need to also look at local clubs and associations that others in your area may not think of and join

and make your services available. A local husband and wife agency team in my area (that I highly respect)

has been very proactive in this area and as a result, they are achieving success where others have failed.

Social Media marketing can be a good tool, but if you are not careful, it can be a huge turnoff

as well! If you are constantly on a site such as Facebook or Twitter promoting yourself and your business,

chances are you will have the opposite affect than what you are striving for.

If, however, you promote with an uploaded flyer or an interesting article, or even a joke, it is a softer approach

and much less likely to turn off your targeted audience. Also, look at blogging and develop a following by invit-

ing current clients, friends and families to subscribe to your blog as well as recommend it to others.

Niches! Niche marketing is still a fantastic business model. Once you discover your niche and

develop a following, you may be able to do less marketing, depending upon what your niche is. Let your

favorite supplier(s) know that you are working on this niche and find out if they have any special tools

available to you or any ideas or suggestions on developing this niche with their company.

Customer service is still the best marketing tool available to anyone in business. Offer a good product

along with good (and honest) customer service and you will develop a client base of good customers. You

may lose a few that are still looking for nothing but the bottom line, but chances are that you will be bet-

ter off without those customers in the long run.

As you provide exceptional cus-

tomer service, you will receive more

and more clients through word of

mouth! People want to know they

can trust the person they are doing

business with, especially in today’s

environment. By always offering top-

notch customer service, sprinkled

with honesty and integrity, your

business will continue to grow.

Happy Sales!

By

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November 2011

Paull Tickner, creator of Special Interest Britain, is affiliated with the Greatdays Travel Group. For over 30 years, he has been developingand operating customized niche travel programs for the United Kingdom and Ireland. For more information, visit his Web site atwww.greatdays.co.uk and E-mail him at [email protected]


Olympic AntidotesWhen massive events like the Olympic Games come to town, they bring with them many

short and longer term benefits. However, they also create a lot of unhelpful negatives, like outrageous

trans-Atlantic airfares, high hotel costs and perceptions of gridlocked traffic and overcrowded streets.

This is what London is facing as it prepares to host the Games next summer.

I’ve attended four trade shows this autumn — see you at the Luxury Travel Expo in December? — and

whenever I’ve broached the subject, travel agent interest at best has been minimal — but not for the rea-

sons given above.

The lack of demand is purely and simply because their clients just aren’t interested in sporting events of

this kind and those that are would prefer to watch them on the TV in the privacy of their own home,

enjoying the action replays and the six-pack that’s close to hand!

8

10

November 2011

In addition, the Olympics and its immediate run-up

period don't seem to be factoring on most agents'

calendars. Most customers have the U.K. and

Ireland on their agenda for the April to late June

period (make that early July to include the

Hampton Court Flower Show) and then for the

first two months of autumn. However, families with

children still plan to travel to the U.K. during the

summer, when the children are out of school.

Greatly relieved, I can then wax lyrical about the

many other, often annual events, celebrations and

festivals which will be held next summer. These

can be successfully used as the foundation for a

customized tour for their anglophile clients or bet-

ter still, which can be imaginatively developed into

a small group of 10-15. At this point the 12,000-

mile round trip suddenly becomes worthwhile as

we then talk about ideas such as the following:

Tours of your Bookshelf: Entertaining literary tours

that will appeal to fans of Masterpiece Theatre as

they look at Jane Austen’s life and times, Harry

Potter, Inspector Morse and enjoy an "on location"

visit to Downton Abbey, aka Highclere Castle.

Alice in Wonderland: Alice’s Day takes place each

year in Oxford at the beginning of July. With a bit

of creative thinking you can bring together the two

spectacular castles at Windsor and Warwick, an

Elizabethan England experience at the Shakespeare

Houses, Independence Day at Sulgrave Manor

(George Washington's ancestral home). Combine

that with a close encounter with the Queen of

Hearts, the Mad Hatter, the White Rabbit and the

Dormouse during the Alice’s Day weekend.

Marketing tip. See if one of your clients has a young

granddaughter with golden tresses. Put her into a blue

pinafore dress and as Alice and invite her to become

the Pied Piper for two to three families to experience

this tour together as a small group of 15-plus.

The Charles Dickens 200th anniversary: Using

either the June or December Dickens Festivals as

the main event, start the tour at the beginning with

a visit to his birthplace in the great waterfront city

of Portsmouth. While you’re there, add some salty

tales with a visit to HMS Victory and the Historic

Dockyard and a pub crawl around Old Portsmouth.

The Other Olympics: Next year marks the 400th

anniversary of the first attempt to revive the games

of Ancient Greece, Robert Dover’s Olimpick Games

(note the spelling). They will be reenacted next year

and will include many non-traditional sports that

were, nonetheless, included in the 1612 edition, such

as singlestick, wrestling, jumping in sacks, dancing and

shin kicking. See www.olimpickgames.co.uk These

Olimpicks take place every year in the picturesque

market town of Chipping Campden and offer a very

good excuse for a 3-4 night stay in the Cotswolds.

Celebrating Shakespeare: The World Shakespeare

Festival starts on the Bard’s Birthday (April 23) and

runs through to November. With the Globe

Theatre in London and the Royal Shakespeare

Theatre in Stratford upon Avon, celebrate the

event with a front stage backstage bells and whis-

tles tour for the patrons of your local theatre.

Have Easel, Will Travel to Cornwall: Welcome to

Cornwall, the consummate travel less, see more

destination that’s a world far removed from

London. Here, travelers can experience King

Arthur and the Knights of the Round Table, inter-

nationally renowned horticultural masterpieces,

great castles and treasure filled stately homes.


They can visit outstanding art collections at the

Tate Gallery, Penlee House, the Barbara Hepworth

Sculpture Garden and the renowned Porthmeor

Studios, plus attend plays under the stars at the

Minack Theatre.

Hopefully, airfares for the spring and early summer

will be competitive. If you run into problems with

London hotel prices, turn this to your advantage

and make 2012 the year when you successfully

started selling the English countryside where rates

and availability are invariably better.

11

By

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November 2011

Last month I talked about the classic musical,

Man of La Mancha, based on the story of Don

Quixote by the author Cervantes. We discovered that

the beloved character of Don Quixote is not only a

masterful story teller, but he is able to involve his audi-

ence in the stories he weaves. The ability to ‘sell’ based

on not just telling a story but creating the story with

his audience is the key to success in travel retailing.

However, the real secret to the compelling aspect of

Don Quixote’s story comes from the most well-

known song from the show, The Impossible Dream.

To Dream the Impossible Dream, to fight the

unbeatable foe…

Every great journey and every great business for that

matter, start with a dream. The more impossible the

dream, the more rewarding the result. In our industry

some would consider making a good income as a

travel agent an impossible dream! I can assure it is

not, but I can also assure you that those that are gen-

erating enviable income started with a dream that

may have seemed unreachable when first envisioned.

Your dream for your business, l ike Don

Quixote’s, must be expressed and shared — even

at the risk of ridicule. John Maxwell, in his book

Your Road Map to Success, says that your dream

needs to paint a broad landscape so others can

catch your vision. Your dream should include:

A Horizon – to show the incredible possibilities

ahead.

The Sun – to give warmth and hope.

Mountains – to represent the challenges ahead.Birds – to inspire soaring like eagles.Flowers – to remind them to enjoy the journey.

A Path – to offer direction and security.Yourself – to demonstrate your commitment to

the dream.

The People You Want in the Dream – to showthem where they fit in and to communicate your

belief in them.

Creating the vision for your business is just the

beginning, as the dream needs to be fulfilled. This is

where a dream becomes, as the song says, a quest.

The bridge from dream to reality is the quest and

it includes planning, strategies, tactics and just plain

hard work. Don Quixote uses the analogy of

reaching an unreachable star. As the song says…

This is my Quest, to follow that StarNo matter how hopeless, no matter how far…

In your dream, what is the star that your quest is

designed to reach? It needs to be a stretch or it is not

worthy of a quest. So dream big and reach high then

spend some time painting the picture of your dream

and make sure you write out the specific goals and

steps you need to fulfill your personal quest!

To Dream the Impossible

Dream

O

Scott KoepfVice President of Sales

Avoya Travel/American Express

www.JoinAvoya.com

12

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By

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Les-Lee RolandOwner of The Package Deal

The EasiestRebooking Tool

EVERI have talked about this sales technique before in my work-

shops, but sometimes the easiest things need repeating.

I ALWAYS give my clients a letter outlining the program to

take with them. I personalize it as well, and instruct them to visit

the onboard cruising agent. An example is listed at the bottom

of this article. I also include a copy of their onboard booking

form — I collect extras when I sail on that cruise line and make

copies as needed.

These forms are pretty much the same. It includes their names,

the current booking number, form of payment for $100, and your

agency info. The clients have the choice of selecting a certain

date and itinerary, or to leave it open and apply it to any future

cruise within a designated period

Most cruise lines offer a rebooking bonus for passengers who

book future cruises when they are the on the current cruise. The

bonus is the onboard credit they receive along with the booking.

It can range from $50 to $250, depending on the cruise line and

the length of the trip. And you, the agent, will receive the com-

mission. Also, the certificate acts as the deposit on the future

cruise. That can be a good selling tool, the $100 certificate is

used in place of the usual $500 or more deposit. Especially if the

cruise is quite a ways off. It’s a win, win situation for sure.

As easy as this may sound, the rules are different with each com-

pany. But sometimes, the cruise lines make it more difficult.

November 2011

14

Holland America for example. Their onboardagent says that she has to personally work with

the passenger. She said it’s company policy. So,

your client has to make an appointment, since that

desk is open only at select times, wait their turn,

since the appointments usually run late, and inter-

rupt their own cruise time.

Whenever I am escorting a group onboard, I always

request the onboard agent come to a meeting with

the group, and sign them all up together. Usually

about 90% of my clients take advantage of this, if I

am with them. On a recent Holland America

cruise, the agent just couldn’t take the time to

come to the conference room to meet with over

sixty interested people. Just couldn’t fit it into her

schedule. She insisted that each person would have

to make an appointment to come to HER desk.

After much complaining from me and a mention

that I would write to Holland America to show

how inconvenient this was to people who were

enjoying their cruise time, they didn’t want to

select an exact date, they just wanted to turn in

the form — she gave in and granted us 15 minutes

at 8:30am. She wouldn’t allow me to collect the

forms and give them to her, she had to physically

see each person sign them.

My clients were annoyed, since they didn’t want to

be there that early, and wait their turn. So hello —

Holland America, some did not fill them out. I

don’t know what the big deal is, since I don’t get

the commission until they actually book, and HAL

gets the $100 immediately. Methinks that she

might get a bonus, or a spiff, for every person she

gets to select an actual sailing date — why else?

Princess is the easiest. You fill out the form and

drop it into a box if you don’t want to select a cer-

tain cruise date. And their $100 is totally refund-

able if you don’t use it. Upon request of course.

Norwegian Cruise Line is a little bit different. Youpurchase it on board, and get an immediate ship-

board credit while you are on the sailing, not for

the future. Only problem is, if you purchase it on

the last day of the cruise, perhaps you may not

have accrued enough expense to use the ship-

board credit. But I believe it can be deducted from

the cost of the certificate.

Another good point, different from the other

cruise lines, is that you — the agent — can pur-

chase them onboard for your future clients. Even if

they have never sailed with NCL before. I bought

four on my last sailing and promoted NCL in my

next newsletter.

Now, for Royal Caribbean. One of the first to

offer the program, and they offer the longest time

frame for booking. I tell my clients they have nine-

teen years to book. They also include with the $100

investment, the same benefits for up to extra book-

ings. This means Mr. Smith can purchase one certifi-

cate, get the future shipboard credit, and have his

friends or family book two more cabins and also get

the shipboard credit. Sounds great — right?

For an individual booking, it works pretty well. But

for group bookings, it can be a headache. First,

they only accept one certificate per booking

(something not stated on the certificate). Only

one shipboard credit on the booking (that is stat-

ed on the certificate). If booked with a group, you

have to call regular res first and book there. Then,

instead of the certificate being the deposit, the

client still has to pay a total of $500 per cabin


15


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November 2011

deposit for a seven night cruise before you can

transfer the cruise into the group

booking. Something not stated on the certifi-

cate. Plus you have to leave the booking in regular

res with at least 24 hours, before the

transfer. And in my case, sometimes, the rates are

different, and cannot be combined. Not all pro-

motions can be transferred as well — something

that is stated on the certificate.

You have to work with the res department, the

group department, and their Crown and Anchor

department, and cross your fingers that every-

thing goes through. Plus, with Royal Caribbean, the

client has to give you the certificate for you to

mail in, in order to share it with families and

friends. Sometimes, if they purchased one years

ago, they can no longer find it. You can always get

the certificate number, since it is linked to their

Crown and Anchor number, but getting the cer-

tificate in hand can be harder. One reason for this

is that when you have a large group onboard

booking these, sometimes the agent does not

have enough time to process them right away, and

may send them out after the cruise is over.

Another headache to deal with. It’s just is too

time consuming to be switched from one depart-

ment to another, and quite honestly, some res

agents just don’t want to deal with the certificates

and add to the problem.

I have reported these easy to fix problems to

Royal Caribbean. I was told they are working on

them, and was assured everything was going to be

in place soon. Months ago. I still have problems.

But, with the other cruise lines, you can call or go

online to get the confirmation number for a

future cruise credit.

Some cruise lines, also offer a past military promo

for a slight discount on the cruise or a $100 ship-

board credit. So start collecting those DD214

forms — the honorable discharge from service

forms — and keep them on file.

Oceania has a great program. They allow time

after the cruise for the client to rebook, at a dis-

count — no need to purchase a certificate. Makes

sense, they have a chance to go home, check their

calendars, and their bank accounts, and can work

with their travel agent on an itinerary, and still get

a benefit. Also, it gives the travel agent time to

book group space on the selected sailing, and start

promoting it to the friends and family of the client.

Remember, I mentioned the sample letter. It’s so

simple, and onboard agents have told me that they

are seeing these more often now…so I am the

culprit of starting them.

Dear Onboard Booking Agent,This is to introduce my clients, (name of

clients) and their booking number is xxxxxxx.

I have told them about your future cruise book-

ing form, and the benefits offered.

Please share with them the advantages of the

lower deposit, the shipboard credits, and any

upgrades if possible. Also, any promotions offered

on your sister lines

(I include this with Royal Caribbean and Celebrity)

Whether they book a future date, or just pur-

chase the certificate, please send the confirmation to

my office by e-mail (XXX@XXXXXXXXXXXX)

or fax (XXX-XXXX) and I will contact they clients

when they return.

Thanking you in advance for working with

my clients.

Name — Agency name and contact info.


traveL tix Launches New Easy Tix Air Ticket FulFillment Service Exclusively for

TRAVEL SAVERS and NEST agentsNon-GDS Trained Agents Make More Money on Air with Simplified Point-and-Click System

Travel tix today announced anew version of their air ticket ful-fillment service that has beenhelping travel agents earn high-er commissions on internationalair sales since its launch overtwo years ago. Called EasyTix,the new reservations systempowered by eGlobalfares wasspecifically designed to helpagents who have either little orno GDS training make moremoney on air sales.

The simplified point-and-click sys-tem makes it easy for non-GDStrained agents to search, bookand monitor air reservations. Aone-stop shop for air, EasyTixprovides content for GDS faresand other consolidator fares.

EasyTix also automatically moni-tors and proactively sends emailnotifications to the bookingagents to alert them to schedulechanges and airline remarkssent through the GDS.

The new system is a time-saverfor agents and is extremelyuser-friendly. It was createdexclusively for travel agentswho are part of TRAVELSAVERSand NEST.

“Travel agents no longer haveto be fearful about having tolearn a GDS or a new GDSbecause using our new EasyTixversion is as easy as bookingon any OTA,” said Jim Mazza,COO of TRAVELSAVERS andTravel Tix. “We worked closelywith eGlobalfares to customizeour air res technology, whichsearches and makes reserva-tions in our GDS. The flexibility,configurability, customizationand ease of use makes thisproduct the best on the marketfor agents who would rather nothave to learn GDS formats butstill want to make good moneyon service fees and air book-ings available through TRAVEL-SAVERS or NEST.”

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For more information, please visit www.traveltix.net or contact JoeWinheim at [email protected].

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Mitchell J. SchlesingerVice President, Sales & MarketingVoyages to [email protected]

So let’s start at the beginning.In the mainstream cruise market, group business has an overall conversion rate (actual group passengers

as a percentage of group beds blocked per sailing) of around 10-15%. So let’s imagine a cruise ship with

1,000 cabins and the revenue management department would like 300 group cabins on a particular sail-

ing. This means, the company, through its group department and sales force, needs to block 2,000 cabins

at group rates to materialize the 300 cabins for that one sailing using a 15% conversion. That is just for

one sailing of one ship. Similar requirements for a full year would call for 104,000 group cabins blocked

for that one ship.

You get the picture. The larger lines are processing MILLIONS of group cabin block requests because the conversion is so

relatively low. And that is because the majority of groups blocked are speculative and NOT of an affinity

group nature. On the other hand, affinity groups generally convert anywhere from 50-90%, which is why

cruise lines will be very accommodating to agents who develop a consistent track record of high con-

verting affinity groups. It completely changes how they manage a particular sailing or series of sailings

because they are better equipped to project how much group business is coming because of the stronger

conversion ratio.

This article is intended to put particular aspects of

the affinity group business into perspective and is

designed to show how you can have cruise line

DSMs/BDMs fighting over your business and how

you can become an important business resource

for your preferred suppliers.

18 How Affinity Groups Can Make You

VERY Popular With Your

Cruise Partners!!

November 2011


TWIN Global Travel Management CompanyEstablishes Ties to Italy

The TWIN (TRAVELSAVERSWorldwide Independent Network)global travel management companyannounced today that it has estab-lished a strong tie to Italy with thesigning of travel agency FrigerioViaggi to its international network.

A leader in its region, Frigerio Viaggiwas established in 1974 and todayoperates in various sectors of travelincluding: retail services with nineoffices; franchise networking (FrigerioViaggi Network was establishedin1999 and currently has 63 franchis-es throughout Italy); and businesstravel, MICE, leisure and holidays,supported by over 200 employees.An essential component of FrigerioViaggi's growth and success has beentheir commitment to offering theirclients the best service, negotiationpower, experience and professional-ism.

Simone Frigerio, Sales & MarketingDirector of Frigerio Viaggi, said abouttheir new alliance: “We are veryproud to be part of TWIN, as we’vebeen chosen among some of themajor national TMCs to representItaly. The new partnership will enableus to provide travel services in highlycompetitive markets, offering sophis-ticated tools for travel management,as well as having international expo-sure. Frigerio Viaggi will participate ininternational bids and provide ourcustomers with a global presence.”

Rick Mazza, President & CEO ofTRAVELSAVERS and TWIN, com-

mented: “We welcome the team atFrigerio Viaggi to our organization.They bring additional resources toTWIN and a personal touch on-the-ground in Italy that will help ouragencies deliver higher standards ofservice to their clients visiting theregion. In turn, TWIN gives Frigerioaccess to a network of top agencieson five continents to collaboratewith and share business. TWIN also

provides state-of-the-art technologyto assist them in increasing opera-tional efficiencies.”

To find out more about how tobecome part of the TWIN globalnetwork, independent travel agenciescan visit www.twintravelmanage-ment.com, E-mail [email protected], or call 516-624-0500x5080.

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To find out more about how to become part of the TWIN global network, independent travel agencies can visitwww.twintravelmanagement.com, email [email protected], or call 516-624-0500 x5080.


20

November 2011


For Home Based agents in particular this represents

a significant opportunity and I would like to offer two

suggestions regarding both creating and broadening

the reach of your affinity business. First, there are

what I refer to as traditional “social” affinity groups

include a variety of organizations from Rotarians,

Knights of Columbus, to religious (churches & tem-

ples) the PTA, soccer teams, little league etc. These

are all great and for home based agents who are

immersed in their local communities these should be

easy to target via your own participation and that of

family, friends, clients etc. However, because they are

“local” community groups, with the primary tie being

membership or social involvement, their size can be

somewhat limited by virtue of the population of the

community itself.

The other affinity group type, which I call,

“Interactive Activity” groups, has no geographic

boundaries. And these are groups which can be

much larger. The internet has enabled people

across the country to communicate with each

other about special interests, hobbies and activi-

ties in which they participate. Ten years ago there

was basically no “Scrap Booking” industry. It is

now a multi-billion dollar industry and if you go

to Google and search for Scrap booking Clubs,

you will see 7 Million hits! And the same goes for

quilting, photography, cooking, wine tasting, vari-

ous types of dancing etc. By communicating

across the internet, you can achieve sizable

groups, which convert at high percentages, which

is going to make you VERY popular with your pre-

ferred suppliers.

The key to insuring that your affinity business

grows is that it is critical that you know 2 things

about all of your clients and even prospects who

contact your agency; what social/civic organiza-

tions they belong to and in what special inter-

ests/activities/hobbies they partake. These 2

pieces of information are the key to sourcing the

start of an affinity group, especially for the inter-

active activity groups. A client who quilts may

have a sister who quilts in another city, they both

have friends and family who quilt, and as the com-

mercial use to say, and so on and so on etc. It

doesn’t matter where they live, they can be

attracted to come together to share their passion

for this activity.

Lastly, and this is crucial to making sure any affini-

ty group you put together is successful and puts

the seal on how much you can make your pre-

ferred suppliers appreciate you. It concerns noti-

fying and pre-planning the group activities with

the preferred supplier in advance to insure that

your groups are well taken care of onboard.

Cruise lines have a grid for every sailing that out-

lines all the activities they have planned across the

public rooms during the course of the cruise,

many of which are revenue generating. These are

very important to the cruise line for obvious rea-

sons, so your need of one of these public rooms,

meeting room etc for your group requires them

to re-organize their schedule. Remember some-

thing else, you are not the only agent booking a

group on that sailing and the sooner the cruise

line knows about your group, it enables them to

make sure that there are not multiple groups

competing for the same public rooms, all of which

interferes with their scheduled events and those

that you are planning.


The Affluent Traveler magzine AddsMobile Tags

Allows Travelers to Access Luxury Product Via Their Smart Phones

The Affluent Traveler magazine — an award-winning luxury travelpublication that provides domestic and international travelers with“a guide to the good life”— has added mobile tags to itsSummer/Fall 2011 issue.

The scanable mobi-tags allow readers to access enhanced contentfrom select partners about The Affluent Traveler’s luxury travelexperiences through their web-enabled smart phones (iPhone,Android, Blackberry, etc.). The tags open up to links to web sites,videos and slideshows — all of which are designed to excite theemotions of the readers and encourage them to book these luxurytrips. Because The Affluent Traveler Collection hosts the program,all bookings remain with their luxury travel advisors.

To use the mobile tags, consumers simply download Microsoft’sFREE Tag Reader application on their phone at http://gettag.mobi,launch the application, and scan the tag.

“We’ve taken our award-winning print product and expanded itinto a multi-faceted marketing platform that pushes our preferredpartners’ products out to consumers who are predisposed to spendtheir discretionary dollars on luxury travel,” said Thomas A.Hayden, CTC, Senior Vice President of Global Luxury Sales for TheAffluent Traveler Collection. “We now have the traditional mediumof the printed magazine; plus a digital version that allows visitors todownload pdfs; and mobile technology that lets readers easilyaccess dynamic content from their smart phones when they wantaccess to the world’s leading luxury experiences.”

Recent studies have found that two-thirds of people who purchasecell phones today opt for smart phones. The mobile tags feature isanother way that The Affluent Traveler Collection is helping itshand-picked partners from hotels, resorts, spas, tours, airlines, pri-vate jet companies and restaurants to create a more vibrant way topromote their luxury products.

Visithttp://tacticals.travelsavers.com/flipbooks/The_Affluent_Traveler_S-F_2011/aft/index.html to see a sample flipbook of the most currentissue of The Affluent Traveler.

Showcase

The Affluent Traveler Collection(owned by American MarketingGroup, Inc.) is an elite marketingcompany targeting the global,upscale luxury market thatincludes: 1) an exclusive marketingnetwork for luxury travel advisors;2) an acclaimed consumer travelmagazine called The AffluentTraveler that showcases world-classluxury travel experiences and isavailable at major bookstores, onnewsstands and in select airportlounges in 14 countries; and 3) anenriched amenities program thatencourages customer loyalty. TheAffluent Traveler Collection pro-vides its travel agency memberswith a range of services from buy-ing power and marketing expertiseto technology and training opportu-nities. The organization’s selectluxury travel suppliers benefit fromexposure to a new chain of highlytrained sales representatives in keyregions around the globe.

For more information about TheAffluent Traveler Collection, agenciesand suppliers can visit www.theafflu-enttraveler.com, email [email protected], or call 877-645-6351.

November 2011

So here are some DOs and DON’Ts for affinity group handling with your

preferred suppliers:

22

1. DO make every effort to book your affinity

groups at least 12-15 months in advance of the

sailing. Why? You will probably get a less restric-

tive deposit policy for the first several months.

2. DO advise the cruise line as specifically as

possible what the group needs will be during the

cruise, immediately upon booking the group. This

facilitates several important factors:

• If it is a large group requiring use of public

space on multiple occasions, the cruise line

can reorganize its schedule of activities

accordingly.

• If the needs are complicated (electrical out-

lets, extension cords, lots of tables etc) it

gives you and them plenty of time to pre-

plan.

• If the group department is organized, it should

prevent them from booking a large group

with similar space needs on the same sailing.

In essence, it is a race for space and if you

notify the line first, they should work with

you to insure your group gets what it needs.

3. DO send the cruise line an activity grid for

the week as soon as you finalize one, so that if

necessary, it can be shared with the hotel depart-

ment and the group services manager on the ship.

4. DO focus your affinity group business with

your preferred suppliers as often as possible in

order to further strengthen your relationship.

5. DON’T schedule your activities smack in

the middle of port days. While to you that

appears to give you more room on the ship, but to

the line, it is preventing guests from purchasing

shore excursions.

6. DON’T schedule onboard events in places

which should generate revenue, but with your

group, won’t. A group activity held in a lounge

where there will be no beverage consumption is

seen as counter productive to the cruise line.

7. DON’T wait to advise the line about your

group. Advising the line at final payment that you

have 300 quilters coming is a recipe for disaster.

If you develop a consistent track record as an

“affinity group producer”, one that produces mul-

tiple groups per year that convert at very high

percentages and you pre-plan well, you are going

to become VERY popular with your preferred

suppliers and receive special attention from them,

the more consistently you provide this business.

There is a direct relationship between the number

of affinity groups you produce, the conversion lev-

els, how well you pre-plan with your preferred

suppliers and the ultimate success of each group.

In the end this will make your affinity group busi-

ness more successful and more profitable to you.

And your understanding the perspective of how

your cruise partners view this process will impor-

tantly strengthen you relationship with them.


Amadeus Commitment to Innovation Confirmedby Top Sector Rankings as European Leader for

R&D Investment• Annual EC listing of top 1,000 companies for R&D investment published •

• €326m investment in 2010 ranks Amadeus again first in two sectors •• Overall ranking rises 11 places since 2010 report – and 22 places since 2005 report •

Amadeus has once again maintainedits sector rankings as one of the leadingcompanies in Europe for investment inResearch & Development (R&D) bythe European Commission (EC).Amadeus is a leading transactionprocessor and provider of advancedtechnology solutions for the globaltravel and tourism industry.The 2011 EU Industrial R&DInvestment Scoreboard, an annualreport published by the EC, examinesthe largest 1,000 European companiesinvesting in R&D during 2010 andranks them according to the totalamount invested.

Amadeus’ investment of €326 millionduring 2010 to research and developtechnologies for use in the travel sec-tor was recognized by the companymaintaining the following rankings: • First place in Europe by total R&Dinvestment in the computer servicescategory• Number one in Europe by totalR&D investment in the area of traveland tourism

Amadeus also increased its overallranking by 11 places, rising fromnumber 78 in 2010’s report to num-ber 67 out of the 1,000 companiesranked in 2011 — and up from num-ber 89 in 2005. Innovation is one of the driversbehind Amadeus’ progress andgrowth, which has allowed the com-pany’s technology to achieve an out-standing competitive position withinthe market. Total investment since2004 stands at more than €1.6 bil-lion, reflecting a consistent invest-

ment every year of around 14.4% ofconsolidated revenues.Jean-Paul Hamon, Executive VicePresident, Development at Amadeusand head of the company’s softwaredevelopment, says: “Once again weare very excited that our investment inR&D has been highlighted by the well-recognized European Commissionstudy and we are very satisfied withour top ranking in two business areas.We have a proven track record ininnovating, with pioneering travelindustry products and initiatives. R&Dremains central to our progression as alarge-scale technology leader.”Amadeus has fifteen R&D centresaround the world (Nice, London,Sydney, Antwerp, Aachen, Frankfurt,Boston, Miami, Toronto, Strasbourg,Tucson, Bangalore, Bogota, Warsawand Bangkok), which currently house ateam of over 4,000 people.

In terms of technology, Amadeus’R&D efforts have in recent years havebeen particularly focused on:• Extremely high performance trans-action processing under stringent sys-tem availability and dependabilityrequirements;• Information mining from very largedatabases;• Super-responsive travel searchengines;• Multi-channel customer servicingapplications (agent desktop, web,kiosk, mobile, tablets).

Examples of the impact this has hadon innovation in Amadeus productsand services in recent years include:• Continued development of the

Amadeus Altéa CustomerManagement Solution (CMS), a com-munity-based airline IT platform thatconsists of three solutions coveringreservation, inventory managementand departure control. • Development of the Amadeus HotelPlatform, a solution for hotel chainsthat combines central reservation,property management and global distri-bution systems into one fully integratedplatform. This recently-launched plat-form is designed to support hotels inthe current age of globalization andexpansion, enabling them to respond tochanging traveler demands.

• Development of sophisticatedsearch engines with new parameters,such as the recent launch of AmadeusExtreme Search for online travel agen-cies worldwide, following a pilot withthe leading Nordic online travelagency European Travel Interactive(eTRAVELi).

• Development of ancillary servicessolutions as part of our commitment tohelping airlines adapt and evolve theirancillary services strategy so that cus-tomers can move their focus from purerevenue to delivering profitability.Amadeus Airline Ancillary Services isan end-to-end solution that enables air-lines to distribute (display, book, priceand pay) services across all channels infull compliance with industry standards.Amadeus has developed a unique inter-active catalogue that clearly displays therange of additional airline servicesavailable allowing travel agencies toview, book and up-sell ancillary ser-vices quickly and efficiently.

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To find out more about Amadeus please go to www.amadeus.comTo visit the Amadeus Investor Relations centre please go to www.investors.amadeus.com

24

November 2011

A blog = “web log.” A blog is simply

an online journal. Basically, a blog looks like a Web

site but with one big difference: it’s interactive. It’s

engaging. You very easily add new information to

your blog and so can others - not just as text

comments, either. They can even upload their

videos from the vacation that you sold to them!

Once your blog is set up, you log in, type some-

thing of interest to your readers (clients), post it

and that’s it! Sound simple enough? It is. Keep

reading and I will tell you how to start a blog,

plain and simple.

Before we get to the nuts and bolts, it’s important

for you to understand why you need to have a

blog. If you’re like most travel agents, you proba-

bly have a static Web site; one of those cookie

cutter sites that you pay $29.95 a month for

someone else to maintain. If you are lucky, you

might be able to maintain one page on your own.

Nice, but….

Do you consistently send out a personalized E-

mail newsletter once or twice a week to all of

your clients? If you do, how many of your clients

actually read all of it? They have to sift through

the information, which takes time. You have to

invade their space, catch their attention and hope

they don’t hit “delete.”

Blogging Basics —How, why and where to begin

Sherry LaskinTravel Writer/NACTA Webinar Moderator

www.cruisemaven.com

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Chances are you’ve heard and read about

the importance of having a blog. But do you really

know what a blog is and how to start one? Travel

agents and other business people tell me they know

about blogging and would like to have one of their

own, but don’t have a clue where to begin.

Does the mere mention of widgets, plugins and plat-

forms put you over the edge? If you read this entire

article, I promise you will be able to go forth and

prosper into the brave new blogging world.



Announces New LandPartnerships

Expedia CruiseShipCenters’ agents continually strive to provide their cus-tomers with the complete vacation experience. That's why we're commit-ted to ensuring that all 3,600 of our Cruise Consultants have access to thestrongest supplier relationships in the travel industry.

As cruise specialists, we focus our expertise on vacations at sea, but thatdoesn't mean that we can't offer our clients a full range of travel optionsto match their individual needs. Each of our travel partners provides aunique vacation experience, which helps our agents find the perfectmatch for each and every one of their clients.

To add to our increasing line up of non-cruise offerings, we're excited toannounce the addition of two new Land Partners: Auto Europe and Tauck.Each of these suppliers offers tours and vacation options that can bepaired with a cruise or enjoyed on their own! Our agents will receiveexclusive training, support and promotions from these companies, so thattheir customers can enjoy the highest level of service, value and personalattention.

At Expedia CruiseShipCenters, we help our agents attract and createCustomers For LifeTM. Find out how you can take advantage of ouraward-winning marketing, powerful technology and incredible industryrelationships at an upcoming webinar by choosing the session to the topright that best suits your schedule.

Warm regards,Pat HeathfieldExpedia CruiseShipCenters

Showcase

Expedia CruiseShipCenters, Just Cruises43277 Garfield Rd, Clinton Township, MI 48038

Phone: 586-840-7447/800-837-4477 Email: [email protected] • www.cruiseshipcenters.com/JustCruisesHB

26

November 2011

What a perfect world it would be if your clients

looked forward to getting the updates to your blog

that they have asked to receive! This is what blog-

ging is all about. I call it passive marketing. A short

and timely article every day or so keeps you in front

of the competition and in the top of their minds.

Where to begin. First, you need to think up a name

for your blog — for example, Ziggy’s Travel

Tidbits. Next, you need to register it with a blog

host. The two most popular free blogging “plat-

forms” are Blogger and Wordpress.

With a free blog account, your blog name, if avail-

able, would look like: ziggystraveltidbits.blogspot.com

or ziggystraveltidbits.wordpress.com.

Go to Blogger.com orWordpress.com. Sign up for an account and create your blog name.

Time elapsed: five minutes. You now have a blog. In

five minutes. you have opened the door to become

an author, blogger, travel expert and Web designer.

And you haven’t done anything complicated!

Next step: Follow the arrows or directions to the “Post” page

and start to write about something - maybe a

news blurb about the return of fuel surcharges on

Princess and Cunard. Have a large family-based

clientele? Write about the arrival of the newest

Disney ship. Three to four hundred words are fine.

Find a photo online (usually from the cruise line’s

Web site or one of your own) to accompany the

article and upload it to your new blog. It’s almost

like a paint-by-numbers kit. The best feeling is

when you hit “publish” for the first time. Suddenly,

you can view your blog as the entire world sees it.

Pretty cool, huh?

Of course now is where you can get a bit creative.

On both Blogger and Wordpress you can choose

from a variety of fonts, themes, colors and add-

ons. Right now we are just creating a basic blog to

get you comfortable with it. Keep it simple. You

can change all of the creative options at any time

without losing your posts. It’s fun to try different

themes once you have a couple of posts uploaded.

If you don’t like the way it looks, click “undo.”

To recap, here’s what you need to do:

1. Think of a name for your blog.

2. Sign up at either blogger.com or word-

press.com and register your new blog

name. It may take a couple of tries and/or

derivatives of your name before you find

one that nobody else has.

3. Follow the easy-to-do directions to type

and post to your new blog.

4. Press “Publish.”

5. Breathe a sigh of relief at your new accom-

plishment. It’s that simple!

That’s all there is to having your very own blog

site. It’s free, easy and fun to do. The first time that

someone leaves a comment for you, I guarantee

you’ll be elated.

When your new blog is set up, send me the link at:

[email protected]. I’d love to read it! We

can exchange links, too. Check out my blog at

www.cruisemaven.com.

Sell more add on products and

h

With Leisure Pops you "Pick your Pops": meaning tyou turn on the Pop Campaigns they choose and get only those Pops when pertinent. With Leisure Pops you will never get a Pop that you have not asked for!

Leisure Pops "electronically taps you on the shoulder" at just the right time for your product offerings. Sell more add on products and have access to your specials at just the right time when they can help you.

Leisure Pops saves you time and makes bookings extremely efficient by moving data for you. One click takes you to the chosen site, automatically logs you in, shops the site, and even moves data (client data into and reservation details back) making the reservation process fast and easy.

Leisure Pops helps you make more money as you will sell more preferred suppliers, more add on products and can easily and auto-matically participate in reward programs.

Everyone wins with Leisure Pops: Agents better service clients and make more money; Agencies and consortia get more preferred book-ings, Suppliers get more sales from preferred agents, and perhaps best of the all the consumer's interests are best served developing long term consumer - agent relationships..

To learn morevisit leisurepops.com

Leisure Pops:Your Ultimate Assistant

Leisure Pops sits quietly on your desktop and waits for an opportunity to help you. It can save you time and keystrokes, or remind you of preferred-supplier offers, or notify you when there is an opportunity to sell add on products like show tickets or travel insurance, or automatically log your qualified bookings into contest sites like Win With Amex, or Las Vegas Agent Rewards.

Newly Renovated Radiance of the Seas® Sails the South Pacific.It just keeps getting better. Royal Caribbean International® o�ers your clients an incredible opportunity to set sail from Australia on the newly renovated Radiance of the Seas from September 2011 until May 2012.

CRUISINGPOWER.COM

*For a complete list of cruises departing from Australia, visit CruisingPower.com. Itineraries subject to change without notice ©2011 Royal Caribbean Cruises Ltd. Ships registered in the Bahamas. 11025890

POOLSIDE MOVIE SCREEN CHEF’S TABLE SAMBA GRILL

18-NIGHT AUSTRALIA & NEW ZEALAND*

That’s the Royal Advantage, our commitment to provide the best ships, features, destinations and Gold Anchor Service® to our guests.

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Travel Agent Professional Nov. 2011

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Transcript of Travel Agent Professional Nov. 2011