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Marketing Ideas for the Travel Trade

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  • GET YOUR SHIPS TOGETHER AND

    SELL MORE NAUTICAL

    VACATIONS!

    AN IMAGE IS WORTH A 1,000

    CLICKS!

    ADVENTURE FOR ALL

    THE FASTEST GROWING?

    PLUS The O&M

    The EDGE THE Frontline

    THE BDM

  • Doyouhaveyourships together?Hopeso.This months Selling Travel has a specialarticle on nautical vacations that exploresmorethenthedeepwatercruisingphenom.There are more revenues to be had inseveral other hulls on the water! Check itout.Imalso talkingabout theuseof images togenerate some clicks, putting on a TravelWriting webinar to help you boost yoursalesandintroducingmoretipsandtoolsforowners, managers, frontline, home basedandyouBDMstoo.Great guest article from Steve Gillick,Recovery Selling, who has just returnedfromJapan.YoucannowviewSellingTravel right frommywebsitesoifyougetlostintranslationsomewhereintheclicks,headovertoSMP.If you need helpwith anything you see inSellingTravelIamascloseasyouremailorSkypebutton.Bestregards,SteveCrowhurst,CTMPublisherwww.smtraining.comsteve@smptraining.comSkype:smptraining1T:2507520106 Selling Travel is owned and published by Steve Crowhurst, SMP Training Co. All Rights Reserved. Protected by International Copyright

    Law. Selling Travel can be shared, forwarded, cut and pasted but not sold, resold or in anyway monetized. Using any images or content from Selling Travel must be sourced as follows: Copyright SMP Training Co. www.smptraining.com SMP Training Co. 568 Country Club Drive, Qualicum Beach, BC, Canada V9K 1G1

    JULY 2011

    GETYOURSHIPSTOGETHER!Nauticalniches. THEO&MWhatdoyousaywhenyouhearthis? TRAVELWRITINGWEBINARThewritewaytoselltravel. THEFRONTLINECanyouDAZZLEyourclients? THEEDGEDontdoitcheap!Investinyourself. WHYAREALLNICHEMARKETSGROWINGFAST? THEEXTREMEBDMWhatcanyoushare? RECOVERYSELLINGGuestArticlebySteveGillick,CTM. CLOSINGTHESALETheAssumptiveClose. ADVENTUREFORALLYourGayclientstoo! ANIMAGEISWORTHATHOUSANDCLICKS! WORDARTTips&techniques. FROMTHEBOOKIdea#161MoviesandTravel. MANGAMANAGEMENTBusinessToonUpsforALL! PRODUCTS&SERVICESSMPsupportresources. BACKPAGECOMMENTSomethingtothinkabout.

    In this issue

  • CTMAGAZINEISFREETOTRAVELAGENTSYOUCANFINDITRIGHTHEREAT

    www.canadiantraveller.net

    And guess what?

    I write a monthly sales column for CT and

    feature articles on how to sell destinations

    PLUS I get to deliver the CT Webinars that are

    FREE to YOU every last Thursday of each month!

    All this and pages of top quality

    destination information too.

    Read CT and check for webinars Here.

  • Asyouknow,deepwatercruisingisthatnichethatisnolongeraniche.Itisnowonehundredpercentmainstream. Thatmeanseveryone isselling itandanyonecan buy it. When it relates to cruisingtheword nichewill apply to themanyoffshoots such as adventure cruises,smallboatcruisesandsoon.Yourjobatthispointonthepageistostartthinkingabout which nautical niche you wouldlike to take on. There are about 18 ofthosenauticalnichestoconsider.Beforeweget intothosenichemarkets, letsreviewselling thecurrentdeepwatercruiseproduct. There are tens of ships andthousands of beds waiting in hundreds ofstateroomsforyoutosell.Whenyoudothemath and calculate the potential sales foreachtravelagencyyoullbesurprisedathowlow thenumber isespeciallywhen thereare agencies selling thousands of cruiseseach year and cruise lines taking thousandsof direct bookings. This leaves little for theaverage agency or homebased agent toclose.

    ArecentstudyreleasedbyAmadeussuggestedthatlargetravelagenciessellaminimumof300cabinsayear,medium

    sizedtravelagenciessellbetween50299cabinsayearandsmalltravelagenciessell

    between149cabinsayear.What does this mean? Well for the homebasedagentandthesmalltravelagencyyouhave an uphill battle to outmarket thoselarger agencies and the cruise linesthemselves.Naturally youmust go for yourpiece of the cruise pie, however lets see iftheresmore opportunity for you in one ormoreoftheothernauticalofferings.

    My love for the sea dates back to mystudy of those old explorers in whosewake I sailed when I was 18. The mapshowsmyvoyagesaroundtheglobe.ThemugshotwastakenontheOrianawhenIheld the illustrious position of SPA Swimming Pool Attendant! Otherwiseknownasadoddle.

    Towinyourpieceofthecruisepieyoumustcontinuetosellasmanydeepwater cruises as you can focusingon theupscalemarket togeneratedecent commissions.To thrash yourself sellingdiscountedcruisesandtwoforonesisnotreallywhereyouwanttobe.Itistrue,someagenciesaredoingwell in this lowpriced segmentyou justhavetosellharder,fasterandsooner.ChooseYourThree:Youcanneverbeallthingstoallclients. It justdoesntmakesense.Youll need to make some choices and here we use the Power ofThree tohelpyoudecide.Choose threecruise lineshighend,midand low.Thenchoosethreecruise itineraries,threecategoriesyougetthepicture.Whatyouwillendupwithisanichewithinthecruisemarket.Yournext step is to study, truly studyand learneverythingpossible about your three chosen cruise lines and categories.Nowyou can market yourself as an expert. Youll have your shipstogether!Youcouldtrytoselleverycruiseline,categoryanditineraryhoweverthis stretches your marketing dollar, your time and energy to thelimit.Gettingyourships togetherallowsyou to focus, target, followupandclosewithoutallthestress.Assumingyouhaveyourpieceof thecruisepiebutwant toexploreothernauticalvacationopportunitieshereareafewideasforyoutoconsider. Eachone canbe as lucrative as youwish the keypointhereisthatfewofyourcompetitorsknowabouttheseniches.

  • Herearetheothernauticalvacationsyoucouldthinkaboutselling:Whatyouchoose fromthis listwilldependuponyourpersonalinterestandexperience.q Adventureq Barges&CanalBoatsq Canoeingq DeepWaterq DIYYachtsq Freightersq Kayaksq LakeBoatsq LuxuryCruisesq MotorLaunchq PrivateYachtq Raftingq RiverCruisesq Schoonersq SmallBoatq Steamboatq ThemedCruisesq WorkingVessels

    Themedcruisessuchasthosefocusedondancingcouldbeaterrificnicheifyouhaveaclientbasetomatchit.Theworkingvessels thatsailocean, lakeand riverarenotcheapand thepassengers gowhere the cargo is required. Freighter travel,given up by most travel agencies is alive and well andexpensive too chances are theresnotone agency in yourarea selling this. If you have clients who think and liveadventure and dont really care about that bottle of wineeachnightortheBakedAlaska,thenyoumightbeclosertoanichethatisexcitingandtiedtohistoricallytothedayswhenthose that broke from tradition signed on those trampsteamersnotknowingwheretheyweregoing.Differenttimesof course however the escapism that goeswith freightersandworkingvesselsisonehundredpercentreal.Howaboutpushingthosegorgeousmotorlaunchesthatrentforhalfamillionbucks for theweek?Now thatsaproductyoucouldsell.Allyouneedisonegrouptofilltheshipandtosplitthatfareof$500Kworksoutto$5Kperperson.

    This list includes deep watercruisingas itshouldbepartofyour Cruise Sails Plan. Eachoneofthesenauticalvacationscan result in a high revenuegenerating niche if you focus,studyandclaimitasyourown.RaftingaNepaleseriver isnota cheap weekend. Sailing onworking boats will cost yourclients $5,000 and up perperson. Adventure sailingswith such companies as GAP,National Geographic, Quarkcan go from $10,000 to$20,000. Is there opportunityhere for you to marry yourown passion with a nauticalniche?

    The image abovewas shot February 1968 off Japanafterastorm.Remembertouseyourownimagesforbeenthere,sailedthatcredibility.

    Onethingyoullwanttodoisthis:askyourcruiseclientshow longthey intendtocruiseonthe bigshipsand takeareadingon their ideas forgoingtoanextlevelofnauticalvacation.Rememberyouare trying to expand your nautical vacationproductline.Atypicalmoveforabigshipcruiser istotryrivercruising where the experience is much morepersonal.Forthosebucketlistcruiserswhoreallydowanttochallengetheirmortalcoil,findthemagrade 4 rapid on a world renowned stretch ofwhiteknucklewhitewater.Kayakingwith Inui in theArcticmightbe fun.Fortheknowledgelovingclient,bookthemoncruiseswhere guest speakers such as author AnthonyDaltontalkabouttheir livesandthosetheywriteabout.

    Dontbeshyaboutstrikingoutandgoingfor it.Tryingsomething different. Thatis your job. To find yourclients new and excitingplaces to visit and toexperiencewhat theworldoftraveloffers.

  • WHAT DO YOU SAY WHEN YOU HEAR THIS: USING TRAVEL AGENTS IS EXPENSIVE!?

    I am hearing this comment from theconsumer, the news on TV and also fromsuppliers.WhenYOUhearitandreadityoumusthaveacomeback ready to fireoff inthegeneraldirectionofthesource.

    A recent trade magazine quoted a supplierstating that travel agents are expensive (as asalesoutlet) yet they do a good job. You showme any industry that wouldnt jump at thechance to have thousands of sales outlets thatactually cost the supplier nothing to operate,thatpromoteasuppliersproduct inadvanceofany commission and invest 50%75% of anycommission in running that sales outlet andthat includes advertising, emailing andpromoting those suppliers products ANDboostingtheirbrands.Rememberwhentheairlinescutcommissionsto5%thenzero.Agroupoftravelagentsdecidedtocalculatetheoutcometooneoffendingairline ifallagentsstoppedsellingthatairlinefor90days.Well you know the answer. With no revenuesfromtravelagentsandwithbillionsofyettoberedeemed frequent flyer points the airlineinvolvedwouldhavebeenoutofbusiness.TherewouldbenowayforthemtoinstallATMsorhirestafforopenoffices inevery State,Provinceorsmalltownorvillagequickenoughtosustainthecash flow.So thevalueofusinga travelagentfromasupplierspointofviewHIGH!A5% to10% sales commission or costofsale to thesupplierCHEAP!Remember a certain cruise line that actuallyadvertised dont use travel agents bookdirect? How about the Australian travelinsurance company that did the same thing?Welltheydidntdotoowellafterthat.

    Then theres theeveningnewswhere theanchor reelsoffbita