销售集团旅行的ABC
Chasing down each and every travel lead individually is not a good strategy for success. It is far too time-consuming, often with diminishing returns. Instead, many travel advisors have found selling group travel to be a profitable market segment, bringing in far more revenue for the time invested, as well as a steady stream of repeat business.
为什么销售小组旅行工作
金姆•戈尔茨坦总统和旅游顾问,乔urneys Travel Inc., told Travel Market Report why selling group travel is a smart move for travel advisors: “Group travel is a great way to focus on one segment of the travel business and perfect your process. It can also be very profitable if you have an efficient way of servicing all of the bookings and maximizing your time.”
Furthermore, she said, “You will be able to build stronger relationships with your hotel partners as you increase your bookings with them, in addition to receiving a higher commission percentage with your preferred tour operator as your volume increases.”
对于那些刚接触该行业的人来说,想像他们如何一次管理大量的团体预订可能会令人生畏。但是,“这个概念与事实相距甚远,”目的地婚礼专家有限责任公司总裁威尔·麦迪纳(Will Medina)说。
“通过适当的系统和策略,小组旅行可以是一个平稳而无缝的过程。确定小组的理想财产,谈判合同并传达条款是每个小组的基础。从那里开始,您可以相信自己的系统可以保持这些预订的进来,让客人了解情况,并使您处于截止日期之前。小组是最简单的工作方式,而不是更努力。”
Likewise, James Berglie, president, Be All Inclusive, comments: “Of course I'm biased, but I believe in many ways choosing to specialize in groups is actually much simpler than my colleagues selling FIT. While yes, my liability is much higher, I'm able to focus on helping our clients find the perfect resort for their event and in working with just one group leader, once we narrow down the best option for their event, the reservations all flow in quite easily after that, making it a smooth and efficient process as opposed to attempting to go over the entire qualification process with each and every FIT guest.”
Lifestyle marketing nurtures prospects
销售团体的营销策略通常与促进个人旅行时使用的营销策略不同。
“Our marketing strategies in the destination weddings market are quite different than our colleagues in the FIT space,” explains Berglie. “We don’t focus on product marketing, but instead we focus on lifestyle marketing. Realizing we need to gain traction with our clients well before they are even engaged, our focus is to find the followers who love the beach lifestyle before they are engaged, then nurture that relationship, letting them know what we do with our weddings, but not overwhelming them with non-stop wedding content as they may not be in that stage of their life yet.
“哎呀,他们甚至可能无法负担一个假期,因此我们不专注于营销上的“销售”,而是我们将其集中在将他们捕获为追随者/粉丝上。多年来,随着我们出现在他们的饲料中,最终他们订婚了,我们将成为目的地婚礼专家的网络。因此,当他们准备就绪时,这只是他们伸出援手的自然过渡。”
效仿,麦地那(Medina)对成功销售团体的建议是“养育,养育,养育!我们相信,通过确保我们为他们提供所有必要的信息来培养他们,以在出售前做出明智的决定,然后在旅行中一直与我们互动,从而掌握理想的客户和团队的头脑中的头脑。”
He goes on to explain: “Group travel is not a ‘set it and forget it’ strategy. Whether manually or through automation, it’s so important to deploy marketing strategies that keep the conversion moving all the way from the top of the funnel, past the bottom of the funnel, and through travel.”
麦地那的顶级营销策略围绕社交媒体参与,尤其是在Facebook和Instagram上的利基组中;并通过Zoom进行每次互动进行虚拟咨询,以使客户符合客户的资格并讨论旅行报价和过程。
专家的提示
以下是一些提示在出售集团旅行时要记住的技巧,这是从这里引用的旅行顾问,他们在这个利基市场中取得了令人印象深刻的成功。
- Take the time to really understand the group contract before you start speaking with prospective groups. Set your terms to protect you so that you’re not faced with a large penalty due to an error.
- 不要放弃您创建的小组合同的条款。采用旅行社发送的内容并添加到它,以保护您的代理商。
- 将付款日期提早提前作为缓冲区,以确保您不会太接近取消/损耗截止日期。
- 不要尝试自己做。使用您的系统。使用您的工具。在使用多年之前,请先使用代理商的策略来确保截止日期不会被错过,并且所有客人都认为他们是只有一个人。
- 不要对每天的细节陷入困境。相反,请关注您业务中所有移动零件的大图。
- 非常满足理想客户的需求,而不是专注于发布和推广交易。解释您的价值,并帮助他们了解您如何管理物流,这将节省他们的时间和金钱。
- Partner with a mentor or a travel agency that can teach you the correct way of managing a group.
- 使用您喜欢的旅行社来帮助您完成整个过程,其中大多数提供培训以教您小组过程。
If not now, when?
团体旅行很大。婚礼再次预定了两年和三年。家庭正在小组旅行,以弥补大流行期间浪费的时间。即使是美国公司也已经回到了面对面的活动。这是进入旅游行业的利润丰厚的一部分的好时机。
“Go for it!” says Medina. “Group travel is one of the most profitable niches in the travel industry, and it is an extremely scalable business model. We love selling group travel. Both for the profitability aspect, and also because of the joy I get from seeing families travel together, oftentimes for the first time, and creating those everlasting memories. So if you have the knowledge, and the right systems in place to protect your business, groups will help you build a great business with referrals that will keep coming back to you for years to come.”
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