Travel Agent Professional Aug 2011

Travel AgentProfessional

August 2011Issue 10

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Travel Agent Professional TAP

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64 Even Playing Field Does it Exist??? By Les-Lee RolandOwner of The Package Deal

66 Mountains or Mole HillsBy Rusty Pickett, ECC

Shellback Cruises

68 My Fair Travel AgentBy Scott KoepfVice President of Sales Avoya Travel/America’s Vacation Center

12 For Cruise Sales Profitability Less Is MoreBy Mitchell J. SchlesingerVice President, Sales & Marketing Voyages to Antiquity

18 Top 10 Tips For Choosing Your Host Agency...By Sherry LaskinTravel Writer/NACTA Webinar Moderator

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Travel AgentProfessional

August 2011 Issue 10

May 2011

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 BoardMitchell J. Schlesinger

Vice President, Sales & MarketingVoyages to Antiquity

www.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

ContributionsLee Rosen, CEO

Leisure Popswww.leisurepops.com

This online magazine is dedicated to the memory of Joel Abels, Travel Trade's editor and publisher. Joel and his life's work may be

gone, but with your help it can live on.

Joel M. Abels Legend In the Travel Industry

April 1927 to January 2007

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Les-Lee RolandOwner of The Package Deal

4 Even Playing Field

Does it Exist??? Can someone explain what

an even playing field is?Especially in travel!

Tauck Toursmakes it clear that no one

is allowed to advertise discounts or rebates. If caught

doing that, are they really removed from selling the

product? What about Crystal Cruises?

How many cruise lines came out to show support

for travel agents and say that all agencies would be

offered product at the same rate? No one could adver-

tise any discounted rates online or in other written

advertisements. Bravo, we all thought — until we

turned on the computer.

In the blink of an eye, we found online companies

offering the same rates as the cruise lines, but they

added savings that were hard to compete with. They

would throw in complimentary insurance, shipboard

credits, or even shore excursions.

When I contacted cruise lines to inquire about this,

I was given a couple of reasons. The first one was

that the online company had group space and was

using their amenity points. When I asked how they

were allowed group space on every sailing, and my

agency was limited to the amount of groups I could

have every quarter, I got no response.

I was also told that if they chose to give away insur-

ance or an excursion, it still did not break any of the

rules, because they were not offering a discount.

At a major trade show, a panel of honchos from

the top tour operators was on stage touting how

important we travel agents are. One guy even

said they don’t want to deal directly with the

public, and they don’t condone discounting. After

all, we are entitled to our commissions for all the

work we do.

I made my way to the microphone for the ques-

tions from the audience. I had my iPhone on the

Web site for a company that does not work with

travel agents, they sell directly to the public. And

they always offer BIG discounts, at least 10% off each

trip. Plus if you go on Google, and bring up, for exam-

ple, Globus or Trafalgar, this discounter’s site comes

up first in the search list.

I made my statement that if this major tour opera-

tor values OUR business, then why do they allow

this online company to offer such low rates that many agents

refuse to compete with?

His answer, after a stammer and a glance to others on the

panel, was that this online company is just a small part of

their sales. When I asked why they allowed these discounts,

that it really was not an example of an even playing field,

the answer I got was that he would look into it.

I pressed it further, and approached him as he was com-

ing off the stage, and asked when I should be in contact with

him to get a more assertive answer. No response. And guess

what — no answer, ever. And the Web site is still going.

Now, there are new tactics going on in the cruise indus-

try. Princess and Cunard offer their Alliance program. Basi-

cally, an agent signs up to purchase printed material to be

sent out to clients. The agent has the option to turn over

their mailing list to Princess for automatic mailings, with

the agency’d info printed on it. The rate includes the postage.

Or, for a lower rate, the agent can opt to have all the printed

info sent to the agency, and be mailed out from there.

Here’s where it gets a little sticky. Their latest promo offers

up to $400 off 2012 Europe cruises for both Princess and

Cunard. Sounds good so far.

But wait — unless the agent signs up to promote this,

and pay the small amount to Princess for the mini brochure,

that agency cannot sell the promotional rate. Their agency

will be exempt for using these offers. The mailers will go out

in late August with a sales deadline of Sept. 30. I wonder

if Princess then offers this program to all agents, even the

ones who didn’t pay anything.

Is that an even playing field? Pay to advertise, and if the

gal down the street didn’t pay, her rates will be higher than

mine. Gee, I wonder how Polar is programmed to give me

a lower rate than her office.

Now, I don’t want to just pick on this fine cruise line.

What about promotions that are mailed out by NCL to Lat-

itude members (past cruisers with them)?

I had a client contact me and tell me about his mailer.

He said he first called the cruise line and selected the date,

the ship, and even got the cabin number for the mini suite

he wanted. He wrote everything out that was quoted to

him, cruise, taxes, insurance, AND shipboard credit. He

told me to book it.

I called NCL and tried booking it, and was given a higher

rate, and no shipboard credit. When I explained that the

client was quoted a better deal, I was told no way. I asked

to speak to a supervisor, and he told me that the Latitude

member could have that rate if he received an “invitation”

mailer. It was sent out to a select group, and without it, the

cost was different.

I asked to be connected with the marketing department or

corporate in order to better understand if NCL was target-

ing our clients and not allowing the travel agency to sell

the promotion. After all, in this case, I brought the client

and his family to NCL the first time, the second time, the

third time – all on my recommendation.

I was told I would have to send an E-mail- no one to talk

to about this. I did leave a voice mail, and never got a return

call. I admit, I never tried calling my DSM, since I process

orders through different offices, and some DSMs don’t con-

tact me, since I may be out of their territory.

I want to give NCL the benefit of the doubt, since they

really do connect with travel agents, but I cannot waste my

time fighting to get what should rightfully be ours. Some-

times, it’s just easier to move a client to another supplier.

An even playing field, huh? There is a major retail travel

company who promotes their preferred suppliers and if, for

example, a cruise line is not on their list, they will still sell

it. However, this is only after they ask the client to sign a

disclosure form stating that this is not a preferred supplier.

I asked the owner of one of these branch offices about it,

and he said it is standard policy. The headquarters had

asked the supplier for a lower rate or higher profit margin,

based on the volume, and they were turned down. There-

fore, they make the client beg for it.

So, my hat is off to any supplier who publicly comes out

and says, — “Sorry, the same rate for everyone.” They don’t

care if it is Costco, Sam’s or Little Angie’s Travel Mart —

we’re all the same.

5

Travel Agent Professional

6

August 2011

Much of the cruise panel discussion at the recently completed

Vacation.com International Conference centered on direct marketing.

The real question for agents is whether direct marketing and direct

booking are a mountain — hard to get over — or a mole hill — a

small bump in the road.

In my opinion, it is a mole hill. Whether we

like it or not, people are going to book directly with cruise lines and

other suppliers. The consensus among the panel was that a small

single digit percentage of cruisers are going to book direct no mat-

ter what we or the cruise lines advocate. To try and influence these

people is paramount to trying to teach a pig to sing!

I think we often times get wrapped around philosophy rather

than reality. It is clear to me that the suppliers that clearly include

travel agents in their mix truly support us even though most have

a direct market sales portal.

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Mountains orMole Hills

Rusty Pickett, ECCShellback Cruises www.shellbackcruises.com

As one senior cruise executive stated (somewhat

tongue in cheek) if you don’t like a particular suppli-

er’s sales methods and commitment to the agent

force, simply don’t sell them. Have we forgotten

what the agent community did to Renaissance? I am

sure Frank Del Rio hasn’t!

What we can do is educate, educate and edu-

cate some more. Have you noticed that more and

more media publications are advocating the use of

travel agents and not online direct booking

engines? Our local paper printed an article by

Gregory Karp of the Chicago Tribune this past

weekend entitled, “Travel Agents May Be The Best

Choice.” Some snippets from his article:• “Travel agents still exist, having evolved from

travel bookers to travel consultants”;

• “In fact, it’s possible you will pay less than book-

ing a vacation yourself because agents might be

aware of promotional offers and have access to

exclusive deals“;

• “How valuable would it be if an expert could

tell you to stay at hotel A but avoid hotel B, or

choose the great snorkeling excursion but skip the

lame biking tour? Counseling you on what to do

and which services to choose, based on personal

experience or that of colleagues and customers, is

where a travel agent can shine”;

• “A travel agent can be your advocate before,

during and after your trip. If something goes wrong

with a canceled flight, missed connection or some-

thing more serious, you have someone on your side

who probably knows the system a little better.”

Is it really worth your time to get in a huff about

the $20 commission you would make on a 3-night

cruise to the Bahamas booked with an entry level

contemporary cruise line? Work with the suppliers

that outwardly embrace travel agents even though

they may have direct booking options. Let those

that want to directly book do so and let the unin-

formed make their mistakes!


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I have spent a good part of my career in travel as an educa-

tor and while I do not have a degree, I sometimes even fancy

myself as a professor of retail travel. I read everything I can

about our business, which is what I think professors do, and I

now even have the stereotypical touch of grey in my hair. So

with the pipe and the patches on the elbows of my blazer, I

envision myself changing the industry through my enlightened

pontifications one agent at a time.

Now, I know this is wrong on many levels, but work with me

as I take on the persona of one of the most beloved yet

annoying characters in musical theatre (or for those of you

professors out there that consider musicals lowbrow, then ref-

erence Pygmalion). Professor Higgins, who takes the professor

stereotype to the ultimate level, believes he can change a com-

mon street urchin into a proper English woman.

Just like in My Fair Lady, I can easily see myself taking a strug-

gling travel agent and turning them into a sales superstar. With

a bit of liberty to the lyrics, I passionately would sing:

If I embodied the professor, I would believe that by sharing my

experiences and knowledge in articles like this would indeed

take an average travel agent and change them into sales rock

stars.

(continued on page 10)

My Fair

Travel Agent

8

Scott KoepfVice President of Sales

Avoya Travel/America’s Vacation Center

www.JoinAvoya.com

I’m an ordinary man Even tempered and good natured who you never hear complainWho has the milk of human kindness by the quart in every vein.

But let an agent in my life and they haven’t got a chance!I will lead them, I will show them how to market and to sell and

I will show the errors of their ways.

1.800.223.5555 • www.autoeurope.com39 Commercial St., P.O. Box 7006, Portland, ME 04112

Auto Europe Launches New Agent Rewards Program for 2011Auto Europe, a leader in Europeanand worldwide car rental services forover 56 years, is pleased to announcea new agent rewards program for2011, called “Auto Europe for TravelAgents”. We are improving our com-munication program to you withproduct information and rewards pro-gram. Each month look for new ser-vices and offers, and engage with uswith rewarding contests and quizzes.This new program enhances our freeday coupon program and guaranteedbest commissions.

“I am convinced that this new pro-gram will strengthen our partnershipand together we can make 2011 abanner year”, states Eric Ledroux,President.

The program is based upon four com-mitments to our valued travel part-ners:

1. Auto Europe offers you and yourclients the best availability and bestprices for car rental services, inEurope and in 130 countries world-wide. We have the largest selection ofvehicles including specialty Prestigeand Sports cars, chauffeur services,motorhome, motorbikes. Our “beatrate” offer enables us to guarantee thebest prices in the market place. Manyof our products carry a free GPSrental for your customers.

2. Our sales teams are available tosupport you. Our sales representativesare available to give you advice and

training on our products. Our reserva-tion team are available 24 hours aday, 7 days a week, to assist you withreservation, provide advice on loca-tions, car categories, insurances andrates. From our US based call center,they are also available on the phone,toll-free from Europe, to assist yourcustomers during their car rentalshould they require assistance of anykind. They will also assist you withany enquiry after the rental, relating tobilling, insurance related issues orindeed any issue at all.

3. We pay competitive commissionon absolutely all our rentals, whateverthe duration, the country or the ratetype. Commissions are paid shortlyafter the end of the rental, by check orwire transfer at your convenience.

4. We have extended our productoffering to air tickets, hotel reserva-tions and more products includingcoach and business packages. Withour brand Fly International, we offercompetitive products and the sameattention to detail and high services.

Auto Europe services over 8,000 carrental locations in over 130 countriesworldwide. In addition, through theirtour division, FlyInternational.com weoffer scheduled airfare to Europe withover thirty carriers and service 3, 4 &5 star worldwide hotels. For addition-al information contact your local salesrepresentative or FlyInternational.comat (888) 325-5544. Visit our web siteat http://www.FlyInternational.com

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Auto Europe, a leader inworldwide car rental ser-vices, is now offeringhandicap accessible vehi-cles in the UnitedKingdom. The selectionof services include singlelever push pull controlsfor people who cannotuse standard floor pedals,infrared auxiliary controlswhere with this device allthe auxiliary controlssuch as indicators,wipers, horn, etc. can becontrolled by the samehand that turns the steer-ing wheel with all thecontrols mounted for useby the thumb. For driverswho only have the use oftheir left leg, vehicles areavailable with an acceler-ator fitted on the left handside of the brake pedal.Wheelchair accessiblevans are also available.

These services are avail-able in a large selection ofmodels from a NissanMicra to a 16-passengerminivan with choices ofgas, diesel and electricengines. Standard, auto-matic and tiptronic trans-missions are also available.

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visit www.autoeurope.comor

However, My Fair Lady is not the story of the pro-

fessor, but the lady, Eliza Doolittle. By watching her

transformation, there are two things that become

abundantly clear about her changing into a proper

lady. First is an honest and deep desire to change

which is evident from her first song...

All I want is a room somewhere, far away fromthe cold night air...

Oh, wouldn’t it be loverly

She knew there was more to life and she was

willing to try and change to get there. After giv-

ing and attending hundreds of seminars I have

wondered how many agents were there with the

full intention of changing how they do things to

become more successful. I see all the heads nod

but the same agents are back next year still

wondering why they are not making much

money.

In other words, while I appreciate that you are

reading this, if you do not really want to change,

then all of my professorial advice and the excellent

advice of the other writers in this publication are

wasting your time.

Unfortunately, the desire for change and willing-

ness to be open is only the first step, as Eliza

shows us that change is hard! You have to prac-

tice, try again, fail, try again, practice some more

and simply not give up. Remember ....

The rain in Spain falls mainly in the plain

With the magic of theatre the representation of

time jumps quickly but after many weeks of painful

exercises and techniques we finally hear. . .

By George, she’s got it!By George, she’s got it!

The best advice, direction and ideas are all worth-

less unless you are open to improvement, want to

change with all your heart and then willing to per-

severe through the pain to get to the results you

deserve! Again with slight liberty to the lyrics, like

Eliza you too could end up singing. . .

10

August 2011

I could have sold all day, I could have sold all dayAnd still have sold some more

I simply used my lips and sold a thousand trips, I’ve never sold beforeI never knew that sales was so exciting, why all at once my sales took flight

I only know when I began to sell, I could have sold, sold, sold all day!

CST# 2016664-10 | Fla. Seller of Travel Ref. No ST36781

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August 2011

For Cruise Sales Profitability

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

In short…YES, based on some very important factors:

1. The segment of the consumer target market who were impacted by the

stock market drop to 6,500 are now the same group who are benefiting

from the climb back over 10,000.

2. Critically, the generation that fueled the early growth of the cruise

industry in 1970s & 80s are now virtually all in the 55-75 age bracket.

3. It is forecasted that by the year 2020, 33% of the US population will be

over 60 years old.

Less Is More

The evolution of the modern day cruise industry pre-

sents travel agents with unprecedented opportunities to be

more profitable than ever.

I’m sure plenty of you chuckled and said; “Really?” Economic

downturn, high unemployment, low prices throughout main-

stream product sectors, NCFs significantly impacting commis-

sions in low priced trades….and there are more opportunities

to make money??

12



TWIN Global Travel Management Company Plants a Flag in Colombia

heritage travelers in the U.S. and Canada. Amadeus offers solutions package tailored to the unique needs of North American ethnic travel agencies

The TWIN (TRAVELSAVERSWorldwide IndependentNetwork) global travel manage-ment company announced todaythat it has planted a flag inColombia with the signing ofViajes Calitour as a new agencyin its network.

Established 30 years ago, ViajesCalitour is a leader in its market-place with 15 offices throughoutthe country and an annual salesturnover of over $200 millionUSD. The agency specializes incorporate travel, meetings, incen-tives, conventions and tourismservices. It is the main travelmanagement company for gov-ernment institutions and officialdependencies in Colombia.

In recent years, Viajes Calitourhas been expanding into theleisure segment to offer vacationplans to their corporate accountsand their employees. They haveclaimed a lucrative travel nichemarket by booking golf trips inthe Colombian cities of: Bogotá,Cali, Medellin, Armenia,Manizales, Cartagena,Barranquilla, Villavicencio, SantaMarta, Cucuta, Bucaramanga,Pereira, and Ibague. The agencyhas also been authorized by FIFAto be a travel seller (includingselling tickets to the game) for the

2014 World Cup to be held inBrazil; Viajes Calitour is anauthorized distributor inColombia, Peru, Ecuador andBolivia.

When asked why they joined theTWIN travel management com-pany, General Manager LigiaEscobar Ospina said: “We want-ed to expand our portfolio andoffer more travel products to ourclients through the TWIN affili-ates. We will also be able toimprove our participation in localand international RFPs by addingthis global presence to our ser-vices. The economy and travel

are in full recovery in our localmarket, and Calitour is not miss-ing the opportunity.”

Rick Mazza, President & CEO ofTRAVELSAVERS and TWIN, com-mented: “We welcome Ligia andher team at Viajes Calitour to ourglobal organization. The SouthAmerican travel market is goingstrong and this firmly establishedagency further deepens our pres-ence there. TWIN, in turn, givesthem opportunities to collaboratewith an expanded network of col-leagues abroad for their in-coun-try support and to share in newbusiness initiatives.”

Showcase

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.

TRAVELSAVERS Canada has signed on the following new preferred suppliers:

Anderson Vacations is a leading wholesaler and tour operatoroffering FIT and fully escorted tours to the South Pacific, Australia,New Zealand, the U.S. and Canada. The company customizes jour-neys for all types of budgets, and provides a full-service groups andair department.

Rocky Mountaineer offers vacation packages to the most uniqueregions of Canada, including the world-acclaimed RockyMountaineer two-day, all daylight rail journey between Canada’sWest and the Canadian Rockies. From mid-April to mid-October,there are more than 70 vacation packages available ranging fromtwo to sixteen days.

One of the industry’s premiere safari operators, African Travel hasbeen providing travelers with customized safaris for the past 34years. Their luxury collection itineraries highlight food and wine,golf, spa, family activities, anniversaries and honeymoons, art, histo-ry and culture.

14

August 2011


So here is why less is more? For the past 20+ years we have espoused the notion

that clients, like annuities, that pay dividends as they age:

• Their interests (psychographics) change dramatically and many seek expe-

riences that are personally fulfilling, enriching and educational;

• Baby boomers, now in their 60s, have more disposable income, more time,

travel longer and are spending more on travel across the globe;

• This is the client base and travel opportunity that yields dramatically high-

er and profitable commissions;

• This growing traveler base, has spurred the growth in small ship, up close

and personal travel experiences over the past 15 years;

• And for travel agents reading this, you ALL have clients like this in your

databases - but are you taking advantage of this important group?

Since 2000, we have seen the dra-

matic growth of the river cruise market. With the

arrival of impending new ships, the small- and medi-

um-sized-ship premium-ultra luxury cruise seg-

ments will double in size. Big cruise brands like

Princess and Holland America recognized this

trend, adding 600-700 passenger ships to cater to

this market.

We were at the forefront of this trend in 1994 at

Orient Lines, as one of the industry’s preeminent

destination companies, designing itineraries to all

seven continents. That is what led to our introduc-

tion of Voyages to Antiquity, offering 14-day

“Cruises to Classical Civil izations” in the

Mediterranean, Adriatic, Aegean and Red Seas.

Even as a new brand, we are having immeasurable suc-

cess, working with travel partners across the country

to attract a more mature, experienced travel audience.

They are clearly enticed by the combination of unique

destination-intensive itineraries, extensive onboard

guest lecture programs and a culinary approach that

further enhances the destination experience with

regional foods and wines. And, like luxury brands, offer-

ing included shore excursions, gratuities, wine at dinner

and air add-ons from no cost through $199 provides

extraordinary value.

What is LeisurePops?Leisure Pops is a point-of-

sale, merchandizing software

application that runs on an

agent’s desktop and helps

travel agents to sell more

preferred suppliers, more

add-on products and more

upgrades.

Leisure Pops runs in the

background on an Agent's

desktop and then “Pops” or

reminds an agent via a pop

up message of opportunities

to better serve their client

— as well as make more

commissions.

Lee RosenPresident, Leisure Pops

Leisure Pops: A New Application from an Old Friend

For more information go to www.leisurepops.com

• Sell more preferred suppliers.

• Sell more add-on products.

• Earn more commissions.

• Better service your clients.

The Power of Pops

August 2011

Most importantly, selling products like Voyages to Antiquityand other small/medium-sized ship companies and specialty product brands,

provides two significant opportunities:

• Sales per stateroom yield commissions anywhere from $800 to $15,000,

depending on the brand and itinerary and category purchased. I know a

retailer who basically does an entire year’s business during January-April,

selling 20-40 guests on full world cruises.

• These clients will review the information you send them and make a deci-

sion to purchase based on their perceived value of the experience and

price. Compared to the shopaholic customers in the mainstream sector,

these guests don’t call you to see if they can save $50 off of a trip costing

$6,000 per person.

16

This is a wonderful way to supplement your

overall business and enhance profitability. Selling

mainstream travel products is relatively inevitable,

as it dominates the cruise industry product land-

scape. However, proactively focusing (as the agent

I mention above does) your marketing efforts on

the more mature travel market can help you be

less reliant on lower commission programs.

Virtually all of you have clients in your database

who fit these demographic and psychographic

profiles. It is up to YOU to take advantage of

this significant commission opportunity. Presuming

your more mature clients are following the philos-

ophy of “enjoy life, and spend now instead of leav-

ing it for others to inherit,“ it’s your responsibility

to make sure that they are purchasing travel from

you — because if you don’t, I promise, they

absolutely will from someone else!

August 2011

By

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Sherry LaskinTravel Writer/NACTA Webinar Moderator

www.cruisemaven.com

By

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The irony of it all. Last month, as our nation was

celebrating its independence, I was on the verge of losing mine. I’m

referring to my travel agency independence.

Twenty years ago and for only $10, my travel agency was born. I

joined CLIA to book cruises and the rest is history. Because of an

early online presence, I became a national account with three cruise

lines. I was up to my elbows in accounting paperwork, unfulfilled

marketing plans, handwritten or DIY Excel CRM creations and a

client call-back list that kept growing.

Top 10 TipsFor Choosing Your Host Agency...

Then I heard about host agencies.

About twelve years ago, in a quest for simplicity, I began investigating the host agency concept and its players. Giving up my

agency independence was not easy. Calculating the out-of-pocket expense of starting my business in Michigan 1992 and

moving it to regulation-overload Florida in 2000, fueled the fire.

Fast forward and several host agency experiences later, I’ve tried most of them, including the ones that offer a franchise

opportunity. While all of them have been a good experience for me, they all vary in their offerings.

Last month, once again I decided to give up my agency independence for good and choose another host agency. But this

time, the search was exhaustive, difficult and slow.


Reprinted from 2011/12 Co-Op/Host Sales Guide

20

August 2011

1. COST: Compare startup costs, monthly fees,

ticket service charges, set-up fees for a tem-

plate Web site with a consumer booking

engine, mailing costs, fees for not making a

quota and any other miscellaneous “hidden”

fees. They can quickly add up and cut into

your profit. Ask, ask and ask again. The sales

person who wants you to join may “forget”

to mention one or two.2. TRAINING: What type of training is

included with your membership - mandatory

classes at their headquarters, elective classes,

printed manuals, virtual self-taught or manda-

tory virtual classes? What expenses/fees are

involved - hotel, meals, transportation

to/from your home to the host’s office?

Consider the time factor as well as cost –

how soon can you start booking your clients

vs. how much time to learn a new system?3. TECHNOLOGY: Will you have access to

a CRM software/platform and what is the

monthly fee? If you need a GDS, do they

allow you access and at what cost? Will you

need new or a different computer (Mac or

PC) and equipment? What about a toll-free

phone number? Think about the ease of

learning their proprietary software and any

redundancy when entering client informa-

tion. Learning curve vs. efficiency translates

to: Time is money.

4. SUPPORT: Now that you have all of the

shiny new software and stacks of manuals

and lesson plans, what happens when it just

doesn’t work as it should? Is it virtual or actu-

al support? (Who ya gonna call…Host

Busters? Sorry, couldn’t resist.)5. COMMISSION: How often does the host

pay – and how long after they’ve received

YOUR money from the supplier do they

part with it? I had one local host who sat on

my $4,000 commission check over seven

weeks after they had received it. Will it be

direct deposit or do they mail you a check?

What happens to your TCs and bonus commission? With

most host agencies, if you don’t use it (TCs, marketing funds

etc.) then it’s considered commissionable revenue and you

have to split it with your host.

Most important, what commission percentage are you com-

fortable with receiving? The range goes from 60% - 100%

commission split. You need to ask yourself if going with a low

percentage is worth the amount of time that you might save

because the host will do all of your back office accounting

and client reminders for you. If all you will have to do is sell,

sell, sell and enter the client info and booking one time, then

that could be something to consider.

How much are you willing to pay a host in monthly fees to

be at their top tier of commissions? It can range from $40 per

month to $199 per month to be at 100%.


Here are my Ten Tips that I’ve compiled to help you select a host agency.

High-Profile Luxury HoteliersSign Marketing Agreements with The Affluent Traveler CollectionProgram Expands Agents’ Luxury Repertoire, Helps Them Serve Discerning Market Segment

The Affluent Traveler Collection, the industry’s most exclu-sive marketing group for luxury travel advisors, todayannounced that it has signed marketing agreements with sev-eral high-profile hoteliers around the globe.

Joining the group’s elite preferred supplier partner roster are:Hotel Le Crillon, The Cosmopolitan, Ritz-Carlton CentralPark, Ritz-Carlton Battery Park, The Setai, Vail MountainLodge & Spa, Rayavadee, Elounda Mare Hotel, The Breakers,Taj Boston, El Conquistador Resort, Grand Cayman BeachSuites, Nisbet Plantation Beach Club, The Reefs Hotel &Club, and The Sacher.

“We welcome each of these world-class hoteliers to ourorganization,” said Thomas A. Hayden, CTC, Senior VicePresident of Global Luxury Sales for The Affluent TravelerCollection. “They are all leaders in upscale travel and providethe types of memorable and personalized experiences thatsophisticated travelers expect. Our Affluent TravelerCollection agencies will have full confidence in recommend-ing their products to their luxury-focused clientele.”

Exclusive promotions and marketing initiatives have beennegotiated with these hand-picked hoteliers on behalf of theluxury travel advisors who belong to The Affluent TravelerCollection.

Giuseppe Di Palma, Director of Leisure Sales North Americafor Concorde Hotels & Resorts (which manages Hotel LeCrillon among its superior luxury properties) commented:“Concorde Hotels & Resorts is very excited about our newpartnership with The Affluent Traveler Collection. As one ofthe world’s leading international hotel brands, this alliance isa perfect match due to the global reach of TATC’s agencymembers. Also, with the new focus that The Affluent Travelermagazine is placing on ‘haute cuisine,’ we hope to attractfine dining enthusiasts who use this magazine as a guide toluxury travel. The consumer element of a high-end publica-tion is a tool that we look forward to achieving results fromusing a distribution channel we never found before.”

Showcase

The Affluent Traveler Collection(owned by American MarketingGroup, Inc.) is an elite market-ing company targeting the glob-al, upscale luxury market thatincludes: 1) an exclusive mar-keting network for luxury traveladvisors; 2) an acclaimed con-sumer travel magazine calledThe Affluent Traveler that show-cases world-class luxury travelexperiences and is available atmajor bookstores, on news-stands and in select airportlounges in 14 countries; and 3)an enriched amenities programthat encourages customer loyal-ty. The Affluent TravelerCollection provides its travelagency members with a range ofservices from buying power andmarketing expertise to technolo-gy and training opportunities.The organization’s select luxurytravel suppliers benefit fromexposure to a new chain ofhighly trained sales representa-tives in key regions around theglobe.

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


22

August 2011

6. MARKETING: Some host agencies

are so big that they are their OWN

consortiums. Others belong to

Vacation.com, Signature, Virtuoso,

NEST and Ensemble. Find out the

quantity, variety and quality of their

blocked group space and client value-

added amenities. 7. LEADS PROGRAMS: Several hosts

have some kind of leads marketing sys-

tems offering a commission split from

30% to 50%, while others have leads

programs that are a pay-per-lead con-

cept. Some host agencies offer their

leads program to only “x” amount of

agents so that the agents in the program

have a steady stream of prospects. If this

is the case with your intended host, ask

how you can get involved. If you want a

host agency with a leads program, ask if

there is an agency hierarchy which

determines who receives the “best”

leads. If so, learn what you need to do

to move up the ladder to their luxury

or big ticket leads.8. SALES REPS: Be prepared to explain

to your favorite sales rep that you will no

longer be in their territory because you

have a new host in a different part of the

country. What you give up in conve-

nience you make up for in being part of

a larger entity and maybe a national

accounts agency. It might be a bit more

difficult to get your former sales rep to

stage a cruise night for you as they won’t

directly be reaping the benefits from any

sales. It’s always worth asking.

9. SIZE: Will you be one of 4,000 or 400

agency members? Does it matter to you?

Remember that just because a host has thousands of mem-

bers, it doesn’t mean they are all active members. If you suc-

ceed and thrive, chances are when you call the home office for

support, they will know who you are.

10. EXCLUSIVITY: Does the host

require you to be exclusive or can you

have two hosts? For example, one host

agency for luxury clients and one that

you use for your mass market clients?

Something to consider if you have most-

ly luxury cruise and tour clients. Certain

consortiums negotiate with their luxury

suppliers to add extensive amenities that

you can’t match anywhere else.

If you have gotten this far with my article, chances are you are

serious about finding the right host agency. Weigh all of my

points carefully; use them as an interview tool when you speak

with the business development manager at the host agencies.

Be sure to ask about any signup specials or discounts.

Making the decision to check your independence at the door

can be very empowering. As my friend Joan said to me,

“You’ve already proved you can go it alone. Why not let

someone else do some of the work that you don’t like or have

the time to do?”

No matter how you look at this, you are making an investment

of your money, your time and your future. Never fear, nothing

is written in stone. If six months or even three years down the

road you aren’t happy with your host, move on. Find the best

host for yourself and your business.

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Selected Host AgenciesAmadeus North America, Inc.

9250 NW 36th Street

Miami, Florida 33178

(888) AMADEUS

E-mail: [email protected]

www.amadeus.com

Amadeus North America’s Canadian

14 Duncan Street, Suite 301

Toronto, Ontario, Canada

M5H 3G8

(888) 611-5554

AuthorizedAgents

30230 Rancho Viejo Rd., Suite 110

San Juan Capistrano, CA 92675

(800) 684-3260


www.AuthorizedAgents.com

Avoya Travel/American Express

5201 Blue Lagoon Drive, Suite 900

Miami, FL 33126

U.S. /Canada: (888) 447 8459

International: 001-760-305-5070


www.AvoyaTravel.com

www.JoinAvoya.com

Brentwood Travel Service

1022 Executive Parkway

St. Louis, MO 63141

(800) 527-1059 • Fax: (314) 439-5757


www.brentwoodtravel.com

Coral Sands Travel

"America's Host Agency"

1165 Riverbend Drive

LaBelle, FL 33935

(866) 481-4678 • Fax: (407) 479-3461


www.coralsandstravel.com

Corporate Travel Planners &

Rennert Travel

(An American Express Affiliate)

1919 NW Loop 410; Suite 200:

San Antonio, TX 78213

( 830) 964-2464


Corporate Site:

www.ctptravelservices.com

Leisure site:

www.rennerttravel.com

Corporate Travel/The Travel Center

West Coast:

1102 N. Brand Blvd. #50

Glendale, CA 91202

(818) 241-6746 • Fax: (201) 994-0652

East Coast:

5 Jefferson Place

Moonachie, NJ 07074

(800) 870-9345 • Fax: (201) 994-0652


www.thetravelcenterusa.com

CruiseBrothers.com

950 Wellington Ave

Cranston, RI 02910

(401) 941-3999 x 721

(800) 827-7779 x 721


www.cruisebrothers.com

Cruises-N-More

610 Crescent Executive Court,

Suite 220

Lake Mary, FL 32746

(407) 771-4454 • Fax: (407) 771-00077

(800) 733-2048


www.cruises-n-more.com

Cruise Planners

3300 University Drive, Suite 602

Coral Springs, FL 33065

(888) 582-2150 • Fax: (954) 344-0875


www.betterthanahost.com

CruiseShipCenters Int'l Inc./

Just Cruises & Vacations

400-1055 West Hastings St.

Vancouver, BC V6E 2E9 Canada

(604) 685-1221 • Fax: (604) 685-1245

(866) 822-1000


www.cruiseshipcenters.com

Design Travel Inc.

2168 Lake Shore Circle

Arlington Heights, IL 60004

Satellite Location:

Sheraton Chicago Northwest Hotel

(847) 577 7930 • Fax: (847) 577 7917


www.dtmgi.com

Incentive Connection Travel

13029 North Cave Creek Road

Phoenix, AZ 85022

(602) 867-9606 • Fax: (602) 867-9216


www.ictravel.com

Luxury Travel Network

2151 LeJeune Road Ste. 300

Coral Gables, FL 33134

(866) 703-5244


www.luxurytravelnetwork.com

Montrose Travel

2349 Honolulu Ave.

Montrose, CA 91020

(800) MONTROSE • (818) 553-3200

Fax: (626) 294-9109


Home Based Agent Program

www.join.mtravel.com

Company Web site

www.MontroseTravel.com

Nexion®

6225 N. State Hwy 161, Suite 450

Irving, TX 75038

(800) 747-6813


www.nexion.com

OASIS

4800 Federal Hwy

Boca Raton, FL 33431

800-613-8380 PH 561-393-7622 Fax


www.OASISAgent.com

OutsideAgents.com

8030 Phillips Highway, Suite 13

Jacksonville, FL 32256

(904) 739-2224 • (866) 208-5604


www.outsideagents.com

Stevens Travel Management

119 West 40th Street, 14th Floor

New York, NY 10018

(800) 275-7400 • Fax: (212) 696-0591


www.stevenstravel.com

Travel Planners International

2500 Maitland Center Parkway,

Suite 230

Maitland, FL 32751-4174

(800) 730-6392 • (321) 422-7738


www.TravelAgentFromHome.com

Travel Quest

6597 Laketowne Place, Ste. A

Albertville, MN 55301

(800) 392-6484 • Fax: (815) 572-0113


www.tqagents.com

Trip Professionals

400 N.Commerce Parkway, Suite 105

Weston, FL 33326

(877) TRIP-PRO • (954) 714-3260

Fax: (954) 733-5424


www.tripprofessionals.com

UNIGLOBE

1199 West Pender Street, Suite 900

Vancouver, BC, V6E 2R1

CANADA

(604) 718-2600


www.uniglobetravel.com

Wyllys Professional Travel

132 Aragon Ave.

Coral Gables, Fl 33134

(305) 442-2008 • (800) 3WYLLYS

Fax: (305) 441-0945


www.wyllystravel.com

YourNameTravel.com

(ToGoAway Travel Network)

825 West Jackson Plaza

Morton, IL 61550

(800) 207-8383 • (309) 266-8000

Fax: (309) 266-8384


www.YourNameTravel.com

24

August 2011

Good Things Growing for Cruise SpecialistsNew Locations Planted From Coast to Coast

A fresh crop of Expedia CruiseShipCenters' FranchisePartners and Cruise Sales Managers are blossomingafter attending our recent Cruise ManagementAcademy. Preparations are well underway to opennew retail locations in Brenham, Texas; Fort Nelson,British Columbia and Toronto, Ontario as recentgraduates tend to their teams of Cruise Consultantsand begin planting the seeds for success.

We've put a lot of care into creating the right soil togrow a travel business – and it shows. Even in coolerclimates, Expedia CruiseShipCenters agents contin-ue to thrive.

So far in 2011, we have:• Added 650 new independent agents, bringing

the total to over 3,300 across North America• Opened 14 new franchise locations from coast

to coast• Booked a record-breaking 6,500 guests on

Princess Cruises during our annual 1 Day Sale• Been called King of the Brands by Agent@Home Magazine• Received Norwegian Cruise Line's Franchise Agency of the Year award

No doubt, these incredible results can be attributed to our innovative Customers for Life™approach which includes just the right amount of sunshine to attract new customers and ongoingTLC to help our agents produce perennial business.

Find out how you can grow your business with Expedia CruiseShipCenters, at one of our upcom-ing webinars! I look forward to speaking with you soon and showing you why we've got the greenest thumb inthe industry.

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

Upcoming WebinarsTuesday, August 9th12 pm EDT 9 am PDT2 pm EDT 11 am PDT7 pm EDT 4 pm PDTThursday, August 11th12 pm EDT9 am PDT2 pm EDT 11 am PDT7 pm EDT 4 pm PDTSaturday, August 13th1 pm EDT 10 am PDT

To request a personal presentation,call us toll free at 1-888-316-1333

or e-mail [email protected].


To learn more, visit www.CruisingPower.com/MoreSuccessor www.RoyalCaribbean.com/RoyalAdvantage

BEST CRUISE LINE OVERALL for eight consecutive years Travel Weekly 2010 Readers’ Choice Awards

#1

BEST CRUISE LINE for seven consecutive yearsCanadian Travel Press 2010 Agent’s Choice Award

#1

BEST CRUISE SHIPS OF 2011: ALLURE OF THE SEAS®

Frommers Best Ships 2011

#1

BEST FOR FAMILIESCruise Critic2010 Editors’ Picks Awards Winner

#1

BEST NEW SHIP: OASIS OF THE SEAS® Cruise Critic2010 Editors’ Picks Awards Winner

#1

How did we arrive here? By consistently pushing the limits of what’s possible at sea to deliver the vacation of a lifetime. We call this commitment the Royal Advantage – our drive to provide the best, most innovative ships, features, destinations and personalized service to our guests. So when a client wants to know why you’re recommending Royal Caribbean, you’ll never be at a loss for words.

©2011 Royal Caribbean Cruises Ltd. Ships registry: The Bahamas. 11023664 • 4/28/2011

JUST IN CASE YOU NEED MORE GOOD REASONS TO RECOMMEND US TO YOUR CLIENTS.

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