On
a whim, Bonnie Roth attended a franchise fair in her hometown of
Louisville, Ky., in the dead of winter. She passed by a booth pitching
pizza franchises and another pitching gumball businesses. “They had a
huge, 10-foot gumball machine,” said Roth. “That certainly grabbed your
attention.”
But what really caught Roth’s eye was the CruiseOne booth. “It just clicked,” she said. “It seemed like a good fit.”
Roth
has always planned cruises in detail for her family, and she was
attracted to the idea of specializing within the travel industry. “I
don’t think I would have come up with the idea if I hadn’t gone to that
franchise fair,” she said.
Roth,
who had worked in education for 20 years with a nonprofit organization
that developed programs for gifted children, wanted a change. As soon
as she learned more about CruiseOne, a franchise that is now operated
by Boston-based NLG, she was ready to embark on a career as a travel
agent.
Roth
also knew that networking would help her get started. “My husband is a
pediatrician who’s well known and well thought of,” said Roth.
Furthermore, she planned to capitalize on contacts from her previous
profession.
“I
tell people how important it is to network,” she said. “Even at
cocktail parties, people love to ask you about cruises, even when you
don’t want to talk about them.”
Roth
received her first commission check when she was still in CruiseOne
training in 1994. “I was off to a running start,” she said.
She may have gotten a jump-start from her community contacts, but she didn’t coast on them.
“You’ve
got to follow up and have that attention to detail. I talk to every
single client when they come back,” Roth said, adding that she finds
out all the details of their cruise to confirm whether that particular
cruise was the right choice. “You have to care about their trip.”
Now,
virtually her entire business comes from repeat and referral clients.
“You can only work off your networking the first time,” she said.
Roth also made it clear from the beginning that, although she worked from home, she meant business.
“One
of the things that concerned me most when I started the business was
whether people would be comfortable coming to my home,” said Roth.
So
she did everything possible to make the office mirror her professional
services. “Table and chairs are decorated in nautical material,” said
Roth, “and two portholes serve as windows.”
There’s also a ring buoy hanging from the wall sporting the CruiseOne name.
Her specialty is luxury cruises, and she provides the type of service this discerning market segment demands.
“I
fight for them like a bulldog,” Roth said, adding that she keeps after
the cruise lines to ensure her clients receive exactly what they’ve
asked for.
Furthermore,
Roth said she makes sure she knows her business inside and out, paying
attention to details -- such as what cruise lines provide shipboard
credits when bookings are made with an American Express Platinum card
or when a cruise line is offering free air for select sailings.
“My
clients will spend $20,000 for cruises, but they still want value,”
said Roth. “Some of the wealthiest people are the hardest to sell.”
Roth won’t sell itineraries of less than seven days. “It just doesn’t pay.”
The
rewards of selling cruises, though, are not always monetary -- making
her clients happy is important, too. One story Roth is particularly
fond of telling involves a 78-year-old widower whom she booked on an
Africa/Seychelles itinerary.
“He
called and asked if it would be possible to add another person to the
cabin,” Roth said. “It turns out he’d been dating a woman who was 89,
and he wanted to invite her on the trip.”
The only way she would go on the cruise was if they were married, said Roth. “They got married, and this was their honeymoon.”
Booking
an additional person on the cruise obviously wasn’t a problem. But Roth
had to ask the couple one final question. “I had to ask whether they
wanted separate beds or a queen bed,” she said. “They took the queen
bed. They were so cute and so in love.”
In
the end, Roth said she believes that her tenacity, coupled with
CruiseOne’s buying clout and sales assistance, have paved the road to
her success.
“I
wouldn’t want to be out there on my own today,” she said. “If I were a
mom-and-pop [without CruiseOne affiliation], it would be difficult to
get the kind of buying power I need.”
As
Roth’s business has grown over the years, so, too, has the reputation
of the home-based agency community. “Almost everyone is comfortable
with the home-based industry,” she said. “Now cruise lines recognize
that home-based agents are an integral part of their business.”
To contact Agent Life editor Claudette Covey, send e-mail ccovey@ntmllc.com.
The Perfect Itinerary
A taste of Danish history
Tor
Jensen, owner of Jensen World Travel in Wilmette, Ill., spent 27 years
working for SAS and Thai International before opening his agency in
1993. Today, Jensen, who was born and raised in Denmark, said he is
SAS’ biggest producer in the U.S. for the Scandinavia market. This
Denmark itinerary, which is part of a nine-day vacation, visits a host
of historical Danish villages and cities with stays in castles and
castle inns. Jensen, who is also a wholesaler, arranges FITs for agents.
Day 1
Clients
check into the 174-room Strand Hotel in Copenhagen. Jensen recommends
travelers take a city tour. That evening, they’ll visit Tivoli Gardens,
at 155 years old renowned as the world’s oldest amusement park, for a
meal at Groften restaurant.
Day 2
Clients
pick up a rental car and take a 45-minute drive across the Oresund
Bridge to Malmo to wander through the town’s shopping area and enjoy
lunch at any one of the many small cafes along the way. In the
afternoon, clients can sightsee on their own in Copenhagen before
dinner at Cap Horn, which is known for its traditional Danish dishes.
Day 3
Clients
visit Frederiksborg Castle near Copenhagen, continuing on to
Gilleleje’s harbor, where they have lunch at Karen and Marie’s. Next,
they’ll visit the Gilleleje church to see where Danish Jews were hidden
before escaping by ship to Sweden, saving them from capture by German
occupying forces in 1943. Travelers then embark on the four-hour drive
to Ribe, where they check into the 48-room, 16th century Dagmar Hotel,
across the street from the Ribe Cathedral, which dates to 1125. They
dine that evening at the hotel’s highly acclaimed restaurant.
Day 4
Clients
can stroll through Ribe and visit the cathedral before the
two-and-a-half-hour drive to the hamlet of Schakenborg. Along the way,
they stop at Romo, an island off the North Sea. They continue to Tonder
for a visit, and then go on to Mogeltonder and Schakenborg. They’ll
dine and stay overnight at the Schakenborg Castle.
Day 5
Travelers
continue to Jutland and Als. They catch a ferry to Bojden that
transports them to the Island of Fyn, where they’ll overnight and dine
at the classic Hvedholm Castle in Faborg.
Hand in Hand
Micato comes through with last-minute safari
Arranging last-minute holiday vacations can be difficult. Designing an FIT to east Africa can be virtually impossible on short notice. But
it can be done, as Adrienne Forst knows, especially with the right
supplier partner. In her case, that supplier was Micato Safaris.
Forst,
director of leisure sales at Protravel International in Beverly Hills,
Calif., said her clients, a celebrity couple, decided three weeks
before Christmas that they wanted to spend the holidays in Kenya.
“They
wanted a private safari,” said Forst. Trip components included private
cars and drivers as well as private planes, she added.
She said Micato made the travel planning seamless. “They went above and beyond,” Forst said. Patti
Buffolano, Micato’s general manager, stayed in constant contact with
Forst, she said, ensuring that no trip detail was neglected.
Micato,
said Buffolano, can get things done seamlessly partly because its
ground personnel are Micato employees, not outside contractors. “Some
other companies work with local ground operators where they negotiate
back and forth,” she said.
Furthermore,
Felix Pinto, the company’s founder, works in Africa, Buffolano said.
Since the Pinto family owns the company, it is able to make decisions
without the red tape getting in the way. “That’s what separates a
mediocre company from a great one,” Buffolano said.
Buffolano
credited Micato’s on-site staff in east Africa for making the trip so
successful. She added that she communicated with Forst regularly to
ensure that plans were progressing smoothly.
In the end, said Buffolano and Forst, the clients were thrilled with the trip and plan to return to east Africa soon.
“We
bend over backwards for Adrienne and Protravel,” said Buffolano.
“They’ve been great supporters of Micato Safaris for a long time, and
we work very closely with them.”
Turen’s Tips
A business niche brainstorming session
It
has been more than a year since we looked at some new niche concepts.
Here are a few ideas for tapping into some relatively untapped corners
of the travel market:
• Digital
travel and tours. Sales of digital camera equipment is hot. Since so
many clients are now carrying digital cameras on vacation why not
specialize in that market with after-trip services, photography and
digital computer in-office workshops, and even free camera equipment
for clients above a certain price level? The linkage virtually is
unlimited with lots of cross-selling opportunities.
• Sell islands exclusively.
Quick -- which agency in your town sells island-based vacations
exclusively? Probably no one, yet a high percentage of your clients
dream of island-based destinations. Wouldn’t the small-island tourist
boards be thrilled to have you in their corner? And your tag line is
easy: “Every vacation should be surrounded by water.”
• Un-tour tours.
An excellent demographic for boomers and, particularly, more
independent Generation X’ers who crave the pricing benefits of a tour
without the desire to follow the lady in the huge hat through the
Louvre as she waves her yellow umbrella. Tours would be filled with
free time and all independent sightseeing, with dining credits instead
of group meals. In short, the only thing the group would do together is
travel from place to place.
• At-home agents.
More and more travel professionals are working out of their homes, but
precious few are visiting clients in their homes. A “by evening
appointment” service with well-qualified couples could be lucrative
because virtually no one is advertising this service. Most of your
clients will not want this service. But if 20% do, you’re rich.
• 72 hours travel.
A travel firm that does nothing but long-weekend travel. Develop this
niche wisely and the repeat factor will mean that your average client
books with you four or five times a year. With volume you can negotiate
overrides with the best B&B and small boutique hotels within
driving distance of your community.
• Security-enhanced tours. This is a niche I have advocated for some time. Someone
is going to launch an escorted tour program that features undercover
security guards. All other things being equal, do you think that you
have clientele that would go with a tour that had a qualified security
consultant walking behind the group by day and accompanying them on
evening forays?
• Double couples travel.
One of the new concepts we’ve developed goes after one of the
fastest-growing demographics in the leisure industry, couples traveling
with other couples. A travel firm that was devoted to multicouple
travel could offer numerous real and perceived benefits including a
myriad of more cost-efficient private-driver options.
• Themed cruises.
There is a tremendous market for themed cruise itineraries. Affluent
readers, for example, of the same horse breeders’ magazine might enjoy
one another’s company on a cruise, and so would avid stamp collectors
and Web designers who could trade ideas and techniques. This is a field
that is only limited by one’s creativity. Many specialist magazines
still do not have any themed cruise advertising.
Industry
consultant Richard Turen owns the vacation planning firm Churchill and
Turen Ltd., based in Naperville, Ill. Contact him at rturen@traveltruth.com.
5 Things
Ways to avoid rebating
1. Do the math.
It can actually be more profitable not to rebate, said Jeff Gordon,
president of the Gordon Group, a travel agency based in Davie, Fla.
“Say you do $3 million of business with 3,000 clients,” he said. “Let’s
say you’re a rebater and you’re rebating back 10% to clients, making
15% commission and keeping 5%.” The agent will make $150,000.
Conversely, if you don’t rebate and hold on to the 15% pay and do
business with 1,500 clients with a volume of $1.5 million, “you’ll make
$225,000 in half the time it took you to make the $150,000.”
2. Seek affinity group business.
Retailers should bring clients with similar interests together, said
Gordon. “You’ll find that clients with common interests inspire greater
sales,” he said, adding that retailers should stress the exclusivity of
the common interest of the clients. “It could be people who knit, who
like rock ‘n’ roll or astronomy,” said Gordon.
3. Look for incentive group business. “Incentive group business requires substantially more servicing
from the agent,” Gordon said. Retailers should let the client know that
services come with a price, but that the expertise is invaluable. “We
have no problem tell- ing them it requires a lot of servicing and it’s
valuable and we can’t work for nothing,” Gordon said.
4. Capture more promotional group business.
By reserving generic group space agents can take advantage of amenity
points provided by the cruise lines, which add value for the customer.
Amenity points, can, among other things, provide fare reductions for
the group. “Clients see these incentives as a bonus and are less likely
to try to negotiate a better rate, said Gordon.
5. Just say no to rebating.
“Just have the guts to say no and turn away business that’s not
profitable,” said Gordon. “If you get clients on price you’ll lose
clients just as quickly when the rebater comes along,” he said. “Seek
out those clients who appreciate your value and expertise and they’ll
refer similar people who will appreciate you.”