Once-in-a-Lifetime Experiences: A Win-Win for Clients and Advisors Alike
是什么推动您的客户旅行?是否担心错过,也称为FOMO?还是“您只活一次(又名Yolo)”的心态?
Could it be bragging rights on social media? Ticking something off a bucket list? Or is it the desire to grasp an opportunity when it presents itself, knowing that it could have the potential to become an epic lifelong memory?
根据记录,您很高兴得知上面的任何答案都不正确。我们都有自己的旅行理由和自己的杯子填充。话虽这么说,为什么我们经常绕过一次千载难逢的经历的机会,并说服自己会再次出现?
如果我不得不猜测,那是因为没有人在我们耳边窃窃私语,促使我们犯下。
As 2020 begins to unfold and I reflect on the past year, I can hardly recall the new purchases I made. A sweater here, a picture frame and candle there. None of them truly stand out as being significant. Rather, my greatest memories of 2019 center around the places I went and the things I did with my family and friends.
我很幸运地说,过去一年我的旅行很广泛,我有很多人嫉妒我去哪里和我的乐趣。我总是渴望与正在听的人分享我的最新“旅行发现”,但是对话开始并结束。这是为什么?
Because I am not a travel advisor, and fulfilling their dreams is your job.
我知道,旅行顾问很忙。那是一件好事。但是那些忙碌的人还真正有利可图的是那些在框外思考的人。他们没有预订典型的套餐,而是在世界巡游中组织豪华的野生动物园冒险,以及前往欧洲的两周遗产之旅。对于他们的高尔夫客户,他们为当地乡村俱乐部的网球球迷提供门票,他们在最前沿与温布尔登举办了一个以主题为主题的夜晚。他们通过体验式旅行并利用您经常忽略的途径实现梦想。
您的同龄人如何工作
一生经历一生表示罕见的东西。它们不会每周,月甚至一年发生。它们是特殊的,他们浮出水面的机会很少,而且相距甚远。他们可以意味着从超级碗或世界大赛中最喜欢的运动队欢呼或纪念里程碑周年纪念日或生日的旅行,围绕音乐会门票旋转以观看心爱的音乐家。对于我与之交谈的许多旅行顾问,这就是我提到的所有这些事情,还有更多。实际上,今年,它甚至在整理家庭中,体验参加奥运会的奇迹。
Wendy Walker has been an IC for five years at her home office in Keller, Texas, where she is affiliated with host agency, Palm Coast Travel. She is currently in the process of booking two separate families on a once-in-a-lifetime trip to Tokyo, Japan for the Summer Olympics. Walker recognizes how impactful these experiences are going to be and she’s willing to give it all she’s got to impress her clients and keep them coming back for more.
当她第一次开始寻找每个包裹时,价格令人发指,促使她分别接近并为旅行的每个部分定价。幸运的是,她的房东代理商有一个Facebook聊天小组,她非常依赖顾问的同伴建议和建议。知道没有事件的门票就不会发生旅行,这就是她知道她需要开始的地方。在漫游互联网并进行尽职调查之后,正是她的小组聊天终于导致了一家著名的活动公司,不仅能够以合理的价格为她提供出色的席位,而且还可以委托出售,并为她和她的客户。
“I am seeing people with two income families and more discretionary income wanting to do bigger and more higher dollar trips nowadays and I think it has to do with the YOLO mentality,” said Walker. “They are realizing that it’s worth it. They’re not buying their kids gifts (that they will throw away six months later) for the holidays, instead they are buying them experiences. They are creating memories. It’s a ‘go big or go home mentality.’”
沙龙·麦卡锡(Sharon McCarthy)是一个在阿拉巴马州亨茨维尔(Huntsville)的IC,曾在阿拉巴马州的亨茨维尔(Huntsville)进行冒险旅行,他说,每个人都有自己的一次千载难逢的旅行,这是顾问的工作。“这引发了兴趣并使他们有资格。我问客户“您没有做的一件事是您想做的一件事?”
McCarthy also sends out a Thanksgiving newsletter with a roundup of what’s new for 2020. For example, her Top Ten Experiences this year included going to The Masters, Wimbledon, Oberammergau, and the Olympics. “Even though folks may not want one of those, it might inspire them to do something else. It creates top of mind awareness.” She noted pointedly, “How are they going to know if we don’t tell them?”
麦卡锡还强调,如果她不与首选供应商合作,这些供应商无法提供访问可能是无法实现的事件的访问权限,那么这些千载难逢的经历都不会实现。例如,关注奥运会之旅的旅行者必须提前进入彩票,只是面对少数被选中的幸运者之一。此外,其他奥运门票的其他商店经常售罄,欺诈性或高价。同样,对于大师票的门票,旅行者必须申请门票,并且经常拒绝申请。获得大师赛的另一个选择是由家庭成员祖父加入。没有值得信赖的供应商,旅行者将拥有不可靠的来源来试图从中获得通过,但不能保证门票是有效的。
可能性是无止境
当涉及事件和千载难逢的经验时,机会是无穷无尽的,但是市场仍然没有开发,即是因为顾问正在等待客户采取第一步行动。
McLean Robbins, founder of Lily Pond Luxury in Vienna, Virginia, knows the value of marketing to these travelers. “It’s important to have your client constantly thinking about the next trip they want to take.” Her strategy is to consider her clients’ travel plans beyond the present, so they come back again and again. “I like to work with my clients on a one-, three- and five-year plan to figure out how they can achieve the trips they want to go on.” Robbins notes there is always something to celebrate, whether it be an upcoming retirement, major anniversary, or the arrival of a new baby … and it keeps business on the books for years to come.
“就向像这样的客户进行营销,了解什么非常重要is这可能是从时间,经验和阅读出版物中获得的,以了解那里的知识。与您的供应商建立真正的良好关系也很重要,他们可以帮助您思考其样本指导巡回赛清单中的内容。然后真正使用该大脑来吸引您的客户提出与他们寻求的事情保持一致的旅行。通常,客户甚至不知道自己梦dream以求的事情是可能的。”
McLean said the better she knows her clients, the more she can say ‘hey I know you really love this one musician and they’re touring here, let’s see if maybe we can get you backstage!’ And by using certain vendors, she is able to put together these bucket list type experiences that they’re not necessarily going to find on their own because they’re sold out or not listed on websites.
因此,作为旅行顾问,您多久提醒您的客户,只有一生的经历只是在等待它们?如果您不这样做,那么不幸的是他们的梦想将仍然存在 - 梦想。
“我相信问问题并陷入客户为什么想要一些东西的底层是旅行社的工作。当您深入了解它的心时,您可以通过他们的声音来辨别。
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