这就是为什么您需要与精选供应商达到忠诚度状态
旅游业在接缝处与供应商合作伙伴计划有关土地,空中和海洋的供应商计划,旨在帮助旅行顾问最大化其收入。但是,并非所有顾问都在收获好处。这里有一些想法要考虑并帮助确定您是否充分利用与选择的首选合作伙伴达到忠诚度状态,以增加收入和利润。
The magnet of incentives, bonus commissions
“激励措施是我们决定预订的一个因素,”旅行顾问兼Travel Savvi,Inc。的所有者Kristi Huss说,大多数经验丰富的旅行顾问都会同意。“通常,我们查看提供优势的最佳地点,并比较看看哪些是为客户提供的最佳选择。”该机构的优势是:“例如,当您进行一些预订时,佣金又有5%或更多的佣金时,就会好像您正在获得其他预订一样。
“我认为忠诚计划是双赢的。作为代理商,我们从额外的佣金,激励措施和旅行福利中获利。反过来,我们将他们作为我们的最佳选择之一,因为我们收获并亲身经历了他人。供应商从我们的业务中获取更多的业务,而不是将其传播出去,并能够与他们建立更好的关系。”
但是要警告,并非所有忠诚度计划都是平等的。丹尼斯·威金斯(Denise Wiggins)全球执行顾问/首席执行官丹尼斯·威金斯(Denise L.服务。“是的,金钱是金钱(无论是如何交付),但是在我看来,出售产品以降低质量激励措施并不明智。我评估所有低悬挂水果的报价,但我不会流产一个为客户服务的品牌,只是为了获得有限或一次性的低奖励。
Wiggins offered this further caveat: “I will never compromise a client's trip for an incentive that does not serve or match the client's needs just to pad my pocket for extra rewards. I have known advisors who have lost time and money trying to fix their client’s trip when it went south for a less-than-quality trip that missed the mark because the advisor desired the incentive and was not putting their client’s needs first. If it's not right for the customer, it's not right for me. It's important that incentives are not the driver behind what I choose to quote/offer to my clients for the sole purpose of serving me. Yes, it's part of the equation, but not the driving force. But, being organized and knowing what agent incentives are on the table can allow me to benefit should there be an alignment.
“终极关键是供应商品牌,以表彰顾问计划的价值,因为它向我确认他们认识到我可以带来的价值 - 并且一起营业对每个人,包括我们的共同客户。”
受过教育的顾问销售更多
当旅行顾问参加FAMS和AT-SEA研讨会时,他们像客户一样,亲身体验酒店,邮轮或目的地。他们成为专家,能够更好地出售选定旅行伙伴提供的经验。
Goulds Travel总裁/首席执行官CTC ECC史蒂文·古尔德(CTC ECC)更深入地解释说:“旅行顾问有机会决定如何最好地与他们的首选供应商合作。我们可以直接与酒店预订,也可以通过我们选择的旅行社预订。通过使用首选的旅游运营商,我们有能力将其“双向”纳入旅行社的忠诚度计划以及个人酒店的忠诚度计划。通过访问旅游运营商和酒店的忠诚度计划,我们可以从本质上建立免费的夜晚和奖金佣金,以体验我们亲身出售的产品或目的地。beplay银行卡我相信这确实有助于旅行顾问成为更好地出售体验而不是阅读情况说明书的专家。”
Creates built-in marketers
威金斯(Wiggins)关于忠诚度计划如何帮助营销提出了一个有趣的观点:“我注意到何时高质量的产品品牌(我在这些年中取得了重大成功,并且我的客户总是非常满意)提供忠诚度好处,我的客户成为我的内置营销人员。客户获得了一场高质量且令人难忘的旅行,与他人分享(有时甚至在他们离开之前,由于他们的兴奋而离开),并且我的忠诚度优势成倍增长,因为新销售来自门口。
“我是否仍然没有促销品牌出售这些品牌?绝对地。我喜欢忠诚计划吗?毫无疑问。我喜欢看我的代理商促销效果迅速增长……这绝对是将这些品牌保留在我的雷达上的动机。”
Wiggins noted that she also creates marketing around supplier incentive programs, which gives her exposure and is highly advantageous for her agency. She is empowered to extend great deals to her clients, and sometimes then uses the loyalty reward to put back into her business to grow it.
更好的跟踪业务预测工具
正如古尔德(Gould)所解释的那样,合作伙伴计划还提供了宝贵的业务运营工具:“作为代理商所有者,供应商忠诚度计划确实可以帮助我更好地了解我们如何销售特定品牌或产品。许多忠诚度计划跟踪销售量,每次预订的美元数量等等,因此我们可以轻松地预测我们的首选供应商的增长。”
The enhanced sales tracking also helps advisors to identify and offer bonus booking incentives for clients based on overall volume; and to more easily identify appropriate offers that combine cruise and hotel, for instance.
“客户通常不知道供应商与顾问之间的关系;但是,通过忠诚度计划的跟踪性,旅行顾问还可以根据我们的整体数量为客户提供奖励预订激励措施。”古尔德说。“因此,即使客户可能不知道个人忠诚度计划,它们确实有助于使我们看起来像摇滚明星!”
加强顾问支持的关系
Loyalty programs strengthen the relationships between advisors and suppliers. “Travel advisors like to work with brands/partners that work WITH us, not against us,” Gould said. “By creating loyalty programs, many hotels and cruise lines have created additional value for travel advisors to do business with them specifically, and it’s usually a small way to give back and say thanks for the partnership that we’ve created together.
“We’ve also noticed many suppliers doing things like VIPing a client at check-in, offering a welcome amenity that they may not normally receive, or even an upgrade, solely based on the partnership we have with our preferred suppliers.”
Gould recommends that travel advisors meet with their BDMs and preferred suppliers at least once a quarter, if not more regularly, to discuss how they are trending based on their supplier loyalty programs. And, he said, “I know I’m personally guilty of it, but I’m sure we’ve all been told time and time again – REGISTER YOUR BOOKINGS! Remember, when you book directly with your preferred supplier partner, chances are the bookings will be registered automatically. However, if you’re double-dipping by using a third party, you could be leaving a lot of money or incentives on the table!”
对于大多数旅行顾问关于底线the relationships they have with travel suppliers is just how Wiggins described it: “Give me a quality brand that knows exactly what drives my business while providing robust programs (incentives/benefits/education) and we're in a partnership for the long-haul.”
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