总部事件:AMG在2022年在拉斯维加斯旅游市场上庆祝“ 50 -plus-2”
byDaniel McCarthy/本周,美国营销集团(AMG)的团队以及其800名成员旅行顾问和首选合作伙伴在本周拉斯维加斯度假胜地拉斯维加斯,聚集在一起庆祝50Th家族财团的周年纪念日包括19个不同的品牌,特别是Travelsavers,Nest,Nest-Plus,富裕的旅行者收藏等等
AMG首席营销官妮可·马扎(Nicole Mazza)在周五开幕式上说:“正如我们想说的那样,这是50-PURS-2。”“欢迎参加我们的大家庭聚会。”
“家庭聚会”包括庆祝AMG的历史,AMG的历史是该组织第一个在著名的电视节目《财富之轮》上宣传旅行的组织,也是第一个与美国电影连锁店AMC合作以配对奖励节目的组织。
周年纪念日庆祝活动延迟了两年,即19日大流行,也标志着对AMG未来的乐观时期。
根据Mazza的说法,AMG及其品牌在休闲旅行中的2019年水平为85%。在2022年的全年中,该集团的许多市场投资期收入增长,包括保险收入(63%),酒店收入(40%)和房间之夜(24%),巡航销售(29%)和土地旅行(24%)。
该集团预计,增长将继续下去,2023年第一季度在2019年期间相遇或超过同一时期。
“ 2023年对我们来说看起来非常令人兴奋,”马扎说。
Growth in agencies and in staffing
Staffing has largely been the story of the travel industry since the pandemic rebound began, but, with a ton of turnover and movement coming out of COVID-19, AMG was able to make some key appointments to its own staff, and add business by bringing on new agency members.
最近,AMG带领Jane Clementino担任Travelsavers Canada高级副总裁兼总经理。Marylene Lupien担任总监业务发展;莫妮克·拉隆德(Monique Lalonde),加拿大战略合作伙伴关系主任;Nest的业务分析师Kelly Koehler;Nest Plus的业务分析师Maureen Bourcy;以及供应商关系总监Mary Kaye Zanatta。
高管本周说,这个目标从来没有成为所有人的一切。”从历史上看,AMG及其品牌一直专注于辨别增长,只将代理商添加到已经与其首选供应商拥有商业书籍的网络中。
潜在的Travelsavers机构还必须遵守网络中已经存在的领土问题。NEST, which is exclusively for home-based agents with a $500,000 book of business, and NEST-PLUS, its sister brand for agents that might not qualify for NEST yet, don’t have territory concerns, but that doesn’t mean that all U.S. and Canadian agencies have an open invitation for membership.
AMG首席销售官Kathryn Mazza-Burney说:“我们并不是在寻找所有人。”“我们一直战略性,我们已经看到了一些巨大的成功。”
Even with those rules in place, in total AMG affiliates of TRAVELSAVERS US and Canada, along with NEST, have brought in new agencies representing $480 million in preferred supplier sales to date this year.
首选合作伙伴的成长
Along with agency growth, AMG also continues to curate and build its preferred partner portfolio.
在巡航空间中,它以及旅游公司Exotica和Adventure World Travel增加了Explora Journeys和Quark探险。对于空气,新的增加包括阿联酋航空,ITA Airways和La Compagnie。
AMG has also added MHS Worldwide, a luxury transportation company, along with Venture Ashore, a shore excursion provider.
其CVB和旅游董事会的合作伙伴关系也有很大的增长,包括开曼群岛旅游局,百慕大旅游局,夏威夷游客和会议局,拉斯维加斯大会和游客管理局,大迈阿密会议和游客局,旅游局新的旅游局新Zealand,Discover Puerto Rico和沙特旅游局。
该小组还看到了其酒店部门的重大扩张,由萨曼莎·琼斯(Samantha Jones)领导。现在,会员可以通过三个不同的酒店计划进入全球50,000多家酒店。
Mazza说:“我们为我们与这些偏爱的合作伙伴建立的关系感到自豪。”“他们认识到AMG网络的力量,并为我们提供独家优惠和设施,以帮助我们的顾问保持竞争力并关闭销售。”
Kore
Kore, AMG’s training program that was launched in November 2021 specifically for new entrants, celebrated the first graduating class at the conference’s Gala Awards dinner on Saturday night.
该程序由14个模块组成,在三本教科书和两个工作簿之间进行了工作,并在此过程中与Kore员工配对。
There are several goals with the program, but, ultimately, it boils down to providing the education that advisors need to get into the business, achieve success along the way, and then manage as their career and their agency grow.
It also gives current agencies a way to gain talent that they know has been through training catered to their business—all users are passed only after completing a 100-question, proctored final exam, with 70 as the minimum passing grade and 80 as the minimum grade to be placed at an agency.
马扎·伯尼(Mazza-Burney)告诉记者,科尔(Kore)与Nest-Plus一起是AMG大流行的“银色衬里”之一。
According to Steve Philips, Senior Director of Education, and Training for AMG, KORE traces it routes back to a 2014 conversation he had with founder Rick Mazza about wanting to launch something that would help the industry deal with an aging population of workers.
他说:“有很多新手进入市场,想知道'谁将训练我?’”,他补充说,科尔是“从头到尾的解决方案”。
The next step for KORE, Philips said, is to launch it in Canada.
Crypto
Also during Travel Market 2022, AMG announced that it had added cryptocurrency to its payment processing options—all of its brands, including TRAVELSAVERS, NEST, and The Affluent Traveler Collection will now allow payment with crypto via tripXpress.
Mazza told reporters that the goal was to allow a new generation of wealthy consumers, who have their wealth in crypto, to purchase travel with a travel advisor.
她说:“这是我们顾问的另一种付款方式,并补充说,它继续“公司的创新”。
Travelsavers的首席运营官吉姆·马扎(Jim Mazza)说:“有了超过1万亿美元的市值,我们认为是时候让加密货币持有人直接与我们的机构预订旅行了。”“我们已经与一些顶级银行和交流一起工作了几个月,以促进这一过程。”
“There were a lot of technical and procedural considerations and the project called upon all the resources of our financial and IT teams,” he said. “After many months of collaboration, we’re extremely proud of this accomplishment. This exciting new feature added to the robust tools that we currently offer our affiliates today, will help them innovate and grow their businesses.”
在线xpress中的新细分
Also new, AMG this week announced a new automated customer segmentation tool in its lead-generating consumer travel website platform OnlineXpress.
妮可·马扎(Nicole Mazza)说:“在数字营销和隐私限制的不断变化的动态中,我们很高兴能与旅游行业的创新者合作,以创建一种新工具来支持我们的首选合作伙伴,”妮可·马扎(Nicole Mazza)说。
“这项技术可确保我们的机构具有基于许可的营销。我们希望为营销提供最佳的投资回报率,并向我们的顾问提供高质量的潜在客户。”
Starting next year, changes to online privacy laws will make it difficult to track consumers via third-party cookies. To counter that, OnlineXpress will place a code on each website that will help register the user, with their permission, and keep track of their preferences and internet history. It allows preferred partners to better target advisors and better track the effectiveness of their marketing campaigns.
In 2022, OnlineXpress has already experienced 12% growth with close to one million emails sent out on behalf of AMG’s preferred partners.