Travel Agent Professional Feb 2015

Travel AgentProfessional

February 2015Issue 33

Be The Human App —By Cindy Bertram

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Travel Agent Professional TA

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64 It’s 2015: How Loyal Are Your Existing ClientsBy Mitchell J. Schlesinger

President, MJS Consultants

66 Birmingham Gateway to theHeart of EnglandBy Paull Tickner

10 Be the Human App —Real Face, Real Person, AmbassadorBy Cindy Bertram

Cindy's Inside Cruise & Travel Track, LLC

14 In Memory of John MartinenBy Sue Shapiro CTC, MCC

Shapiro Travel Resources

February

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February 2015Issue 33

Be The Human App —��

Amadeus .......................................15

Auto Europe .................................IFC

Britain Greatdays.............................3

HostTravelAgency.com .................13

TRAVELSAVERS...............................9

Royal Caribbean Line ....................BC

Cover: Photo courtesy of Crystal Cruises/Paragon Pixels

February 2015 Issue 33

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 HomeBased Trade.

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 120198

Staten Island, NY 10312E-mail:

[email protected]:

718.360.3153

Ann M. HoekPublisher/Creative Design

[email protected]

Bonnie WallingEditor

[email protected]

Alan CohenVice President Marketing

[email protected]

Meet Our Editorial Board

Paull Tickner,Creator of Special Interest Britain

[email protected]

Cindy Bertram,Cindy’s Inside Cruise & Travel Track, LLC

[email protected]

Mitchell J. SchlesingerPresident, MJS Consultants

[email protected]

Rusty Pickett, ECCShellback Cruises

www.shellbackcruises.com

Les-Lee RolandOwner of The Package Deal

Sherry Laskin, ACCTravel Writer/NACTA Webinar Moderator

www.cruisemaven.com

Sue Sh apiro, PresidentShapiro Travel [email protected]

www.shapirotravelresources.com

Joel M. Abels Legend In the Travel Industry

April 1927 to January 2007

February 2015

The opinions expressed in these columns are solely those of the authors and donot necessarily reflect the views of Travel Agent Professional.

This online magazine is dedicated tothe memory of Joel Abels, Travel

Trade's editor and publisher. Joel andhis life's work may be gone, but with

your help it can live on.

Travel AgentProfessional

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Travel Agent Professional

Mitchell J. Schlesinger

February 2015

As 2015 begins, the travel

industry has never offered more

opportunities to visit destinations,

mainstream and intimate, around the

world and more ways to experience

these destinations. And this

represents an extraordinary

opportunity for travel sellers who can

offer a world of options to existing

clients in their databases...and their

family and friends.

By Mitchell J. Schlesinger

President, MJS Consultants

4 It’s 2015:How Loyal Are Your

Existing Clients

But wait...have you engaged your client’s loyalty? Do you have them “working” for you to generate refer-

ral business? If the honest answer to both questions is “No” or “Not as much as I should”, then you are

potentially losing tens of thousands in commissions now and more importantly into the future.

The most critical aspect in the business — customer dynamic is keeping a customers loyalty long term

after their initial purchase. And this is realistically more important in the travel selling business than per-

haps any other industry. Why? Consumers make other big ticket purchases at extended intervals.

House; decades. Car, furniture, appliances; years & years. But Americans take vacations virtually every

year. They may vary in size, scope and expense, but Americans regard taking a vacation as an annual enti-

tlement.

This means travel sellers MUST insure that they are retaining the loyalty of clients in order to retain

repeat travel and stimulate referral business. The better the job travel sellers do, it reduces the expenses

to generate brand new clients. The key to managing the customer relationship is implementing the 3 Rs.

5


RECOGNITIONFirst and foremost is connecting and engaging with existing clients. They must feel that you value

their business.

Start with a loyalty club. Americans love to feel like special members of an exclusive club. And

look no further than airline and hotel programs for loyalty engagement.

Engage your clients with different types of communication. Send a general monthly E-newsletter

to all clients in the database with new travel trends, special values, etc. But if you keep in depth

records of client travel experiences, you can create separate communications to groupings of

clients who purchase similar types of travel, purchase expenditures, lengths, etc. Don’t repeatedly

send communications to clients who will never purchase certain types of travel.

Engage all clients to an interactive area of your website or separate Instagram page where they

can post recaps of trips, photos and mentions of your travel team. These type of testimonials

provide invaluable endorsement of your agency.

REFERRALS & REWARDSAs critical part of loyalty engagement is to provide rewards for repeat travel and referring family

and friends to your agency. Rewards must be tangible and provide incentive for action. One of

the best ways to construct the reward program is based on ticket purchase. It is logical to scale

rewards and offer larger rewards as ticket prices escalate.

We have addressed this for years and years. Clients must be viewed as investment annuities that

generate interest income as years go by. It is vital you keep clients engaged throughout their

travel lifetimes so that you reap the benefit of the “annuity income”. This is especially critical

because as clients age, they travel longer and spend more. And with so many new and different

destination and travel opportunities to offer, if you don’t keep clients engaged they will purchase

travel from someone else.

Welcome to 2015, have a happy and prosperous new year and make sure that one of your pri-

mary resolutions is to maximize the loyalty of your clients.

It’s 2015:How Loyal Are Your

Existing Clients

February 2015

Paull Tickner

Paull Tickner has been designing and operating niche travel programmes for the UK and Ireland for over 30 years.

For more information E-mail Paull at [email protected]

6

Until recently, travel planners have often thought thatLondon Heathrow and Gatwick are the only routes intoEngland. With Icelandair offering flights from 11 NorthAmerican cities via Reykjavik and American Airlinesstarting regular service into Birmingham Airport fromNew York in May, the Cotswolds and Shakespeare’sEngland, have suddenly become a whole lot closer.

Airside kerbside at BHX takes just over 30 minutes and45 minutes later you can be checking into your hotel inChipping Campden before strolling along its ancient HighStreet for lunch at the 8 Bells www.eightbellsinn.co.uk atraditional 17th century Cotswolds Inn, before a leisurelystroll around the internationally renowned Arts andCra f t s garden at Hidcote Manorwww.nationaltrust.org.uk/hidcote/ To me this makes amuch better start to a UK visit especially for those look-ing for a real ly user friendly alternative to London.Other customised touring options include:

Pub ToursWith a bit of careful planning (and some local knowl-edge) it’s possible to create a 4 night Cotswolds basedtour where husbands can enjoy days filled with visits tobreweries, micro breweries and ancient coaching innswhile their wives enjoy a separate itinerary that includesceramic studios, silk mills, an antique auction, discoveringthe Arts and Crafts Movement, privately owned gardensand a l ight hearted lesson in the correct serving ofEnglish Afternoon Tea. With dinners in award winninggastro pubs and a final evening at the famous PuddingClub, finish off with 2-3 nights in London.

Birmingham Gateway to theHeart of England

By Paull Tickner

Stop and Smell the RosesIf the Chelsea or the Hampton Court Flower Shows are on your agenda, slip into England through theBirmingham gateway and discover a number of gardens that have won the fiercely contested Christies/HistoricHouses Association Garden of the Year award. Throw in a game of croquet, a couple of pub lunches, an EnglishAfternoon Tea and some free time for shopping, and with your jet lag parked in the English countryside headfor London for a day at the garden show of your choice and a West End Show.

Capability Brown Celebrations2016 marks the 300th anniversary of the birth of Lancelot ‘Capability’ Brown who changed the face of eigh-teenth century England by designing country estates and mansions, moving hills, making flowing lakes and ser-pentine rivers and creating a magical world of green. As many of your contacts will have read about Britain’smost famous Master Gardener in their garden magazines talk to them about a tailor made UK tour. With anumber of his finest achievements in and around the Cotswolds, it makes good sense to use BHX gateway.

Capitalise on the Shakespeare AnniversariesBHX to Stratford upon Avon take less than half an hour which could be great news to many of the 63Shakespeare Festivals that take place annually in America. If you wonder where they are, check out


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(continued on page 6)

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February 2015

www.dmoz.org/Top/Arts/Performing_Arts/Theatre/Shakespeare/Festivals/United_States Replace the wordUnited States with Canada and you’ll find 7 more to have a go at. Each festival is aware that last year was the450th anniversary of the Bard’s birth and they’ll already know that 2016 is the 400th anniversary of his death.Many of you reading this will be regular theatre goers and if one of the listed festivals is on your doorstep, youmight even go to that as well. Why not harness the potential by offering the festival a customised fund raiser toLondon and Stratford that will NOT be in any tour operator’s brochures.

In the Footsteps of King Richard IIIAs an anglophile, you may have read that after more than 500 years of speculation, the remains of King RichardIII were discovered in Leicester in 2012 and they will be re-interred at Leicester Cathedral in March 2015. If youfly into Birmingham, you can now follow a trail to Leicester, York and Stratford upon Avon that tells the fasci-nating story of King Richard III and the downfall of the last Plantagenet King of England.

Over 40 years of travel industry success Full staff of personal business consultants Unique protected territory system Excellent preferred supplier relationships Award-winning suite of marketing programs Social media tools Powerful technology solutions Proprietary cruise booking engine Website and mobile solutions Meeting and incentive resources Hotel program with rich amenities A full suite of corporate travel solutions Over 19 travel brands servicing you daily

We invite you to learn more about why our

The TRAVELSAVERS Difference.


10

Cindy Bertram

February 2015

Mobile apps seem to have taken over the world.

How many times have we heard a colleague or friend say, “Oh,

did you know there’s a mobile app for that?” Yes, I use mobile

apps, but not for everything, nor all the time. It’s usually for a

quick answer and solution. When it comes to the important

things, I want to deal with a real human being, and a company

with a “face” that fits my needs. In travel, we provide more

than just a “quick answer.” With our diverse expertise, we

need to see ourselves as being the “Human App.”

By Cindy Bertram

Cindy's Inside Cruise & Travel Track, LLC

The Brand Name Face Brand names stick in our brains, because they tend to bring credibility, but sometimes the brand is just name

recognition. When doing my homework to buy a new computer, I wanted to stick with one brand, because

I’ve purchased their computers before. They had a “face.”

The company’s “face” changed a bit after I purchased my computer. I was given a 30 day free trial of an anti-

virus software program. Then I either had to purchase it, or use another program. After being placed on hold

for 35 minutes with this computer company, and being told periodically that I could also go online, do

research and make a purchase? I was finally connected to a sales person who tried to push a different anti-

virus program instead of the one they had offered me for the free 30 day trial. When I questioned why? I was

told this one was a better program, and the sales person downplayed the one that had been included with

the 30 day free trial.

It didn’t leave me with a good impression of that company’s “face.” I didn’t buy the other anti-virus program

the sales person tried to push on me. Instead, I bought and installed a different one.

Be the Human App —Real Face, Real Person,

Ambassador

11


Being the “Face,” Brand Ambassador and Human AppAs travel professionals we need to focus on our “face.” We don’t try to “shove a product” down a potentialbuyer’s throat or make them walk away thinking, “Why did we buy that?” Instead, as that “human app” we workto find the right fits for our clients with options. We don’t promote a cruise package if the clients really preferto do a land based exotic trip.

We also have to view ourselves as being brand ambassadors. Keeping in touch, being responsive to our existingclients and potential ones, understanding their needs, along with being genuine are traits of a good brandambassador.

Brand Ambassador – Edie Rodriguez, President & COO, Crystal CruisesIn the fall of 2013, Edie Rodriguez became President and COO ofCrystal Cruises. She’s had an extremely successful career, is graciouswith her time, elegant, genuine, and responsive. After taking on thisnew role, Edie Rodriguez mentioned she was hired, in part, to be thepublic face of Crystal Cruises and a brand ambassador of sorts.

When asked what it takes to be a good brand ambassador today, Edieprovided more insights.

Edie noted, “It takes experience in the travel and cruise industry to bea great brand ambassador. I have more than 30 years of executiveleadership in global and luxury travel, technology, sales and marketing,which clearly was required as one of the foundations to be thePresident of Crystal Cruises and concurrently a great brand ambas-sador. It also helps to be passionate about luxury and travel, as Crystalis the world’s most luxurious cruise line.”

She further explains, ‘Being a good brand ambassador also takes beingauthentic. You really need to love and be passionate about your brand, and the experience the brand delivers. I

Be the Human App —Real Face, Real Person,

Ambassador

(continued on page 6)

love Crystal so much that I take about four weeks of my per-sonal vacation a year on Crystal in addition to when I amrequired to be on board for business. When you are passion-ate about what you are doing it doesn’t feel like work at all. Iam as passionate today about travel and my career as I was34 years ago when I started. I always say that life becomeswork and work becomes life in this 24/7 cycle we live in. Sobeing authentically passionate about what you represent iskey to being a good ambassador today.”

As far as ideas for travel professionals, Edie mentions, “Myinsights and suggestions for travel professionals is to alwaysbe sure to first ask the right sets of questions to a potentialtraveler so he or she can then be empowered to offer theright experience for that particular trip for that individualclient. Also, I urge travel professionals to experience thebrands they are selling. You can be the greatest sales personin the world but you will sell differently, and dare I say better,if you have actually experienced what you are selling. Youwill also then learn what not to sell once you understand thetraveler’s needs as well.”

More Thoughts on being the “Face”When it comes to being the “face” of your travel business,Edie shares some key points. She explains, “I think it takes anindividual that is willing to be “out there” - meaning takephone calls; emails; be in tune and be in touch and respon-sive.”

Edie mentions, “For my style of management it does notwork being in an ‘ivory tower’ in my humble opinion. I am anextrovert and very comfortable talking to anyone at any time.The fact that I get to talk about the things I am passionateabout makes it all the more easier. The best advice I can giveis be sure you are touching all aspects of communicationsand that does mean social media, networking, charities, etc. Ifthese activities don’t fit your style, then find someone onyour team who is interested and have them champion yourbrand for you.”

12Not a Mobile App

– We’re

“The Human App”

When I talk to people, I make sure that

I don’t sound like an automatic answer-

ing machine. Smiling on the phone while

talking to someone does make a differ-

ence . I t conveys that “Human App”

mindset. And that’s just a start. Being

access ib le , authentic , reachable , and

handl ing more compl icated, intricate

areas for our clients are all part of being

that “Human App.” What we do, how

we do it, and providing a human touch

is where we still excel and set ourselves

apart. We are the “Human App.”

February 2015

Travel ProfessionalC O M M U N I T Y

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Home Based Travel Agent Books

“How to Start a Home Based Travel Agency Independent Study Guide and Workbook”

“Selling Cruises, Don't Miss the Boat“

“Home Based Travel Af!liate“

“Marketing Prescriptions, For Today's Economy and Beyond“

14 In Memory of John Martinen

John Martinen, formerly President and CEO of GlobusTours , d ied in New York Ci ty on February 4 ,2015. His many friends and colleagues will sorely misshim. Despite graduating from NYU Law School, Johncame to prefer the travel industry to the law. Spottinga trend long before others, he first worked for theiconic Grace Line sailing the world. Later he joinedGlobus and Cosmos in NYC and went on to becomeExecutive VP and then President and CEO until hisdeparture in 1998. Subsequently he formed his owncompany and was involved in selling travel insurancewhich he had originally introduced to the industry.

He was especial ly proud of the many honors hereceived and the executive positions held by him inthe travel industry such as: Tour Operator of theYear (Travel Agent Magazine), one of the 25 TopTravel Executives of 1996 (Tour & Travel News),Who’s Who in America , Cha irman, ASTA TourOperator Program, Board of Directors USTOA,member of the Board NY SKAL and many more.

A memorial is being arranged in several cities and will

be announced soon. Donations can be made at the

memorial page as follows: www.jammemorial.com

By Sue Shapiro CTC, MCCPresidentShapiro Travel Resourceswww.shapirotravelresources.com

Sue Shapiro

February 2015

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The sea is calling. It whispers your name, inviting you to a place more beautiful than anything you’ve seen. Where light dances on the waves, and the gentle sound puts you at ease. Where you can enjoy a piña colada, a massage, ice skating and rock climbing all in one place. Only Royal Caribbean International® delivers the one vacation that’s a full sea of possibilities.

Travel Agent Professional Feb 2015

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