Marketing to Travel Agents Unit 9

Introduction of Travel Agents

Travel agents can be excellent sources of additional bookings and repeat business for hotels that provide good service to them and their clients.

Marketing to Travel Agents

Travel agents in  India are mostly involved in :

v  A small percentage of these agents were involved in meeting planning

v  The majority concentrated on making airline, cruise, and hotel reservations for business and leisure travelers.

v  Serving niche markets and focused on special interests and activities for their clients.

v  E-ticketing and direct airline booking sites on the Internet impact on the downturn in the travel industry.

v  Travel management companies (also called mega-travel agencies) are giant chains that own and control all aspects of their operations

v  Because of their extensive buying power, they can negotiate special rates for their clients

v  Travel management companies provide complete travel services, including arranging and booking transportation, accommodations, and trips and tours

Statistics

v  22 percent of hotel room nights tentatively

v  Resort hotel receive 50 to 60 percent of their bookings through travel agents depending on situations.

Travel Agencies

Travel plans

v  First Travel assistance: Thomas Cook in 1841.

Began as Mom-and-pop establishments

v  Tours were often guided by the owners of the travel agencies, based on personal experiences at the destinations

Today’s travel agencies

v  Travel management companies

v  Consortiums

v  Independent agencies

Travel management companies, meta-travel agencies

v  Theirs size and scope are giant chains that own and control all aspects of their operations

v  Have extensive buying power to negotiate special rates for their clients

v  Provide complete travel services, including arranging and booking transportation, accommodations, and trips and tours.

v  American Express, Carlson Wagonlit Travel, SITA, Rosenbluth International, World Travel BTI, Sato Travel, Maritz Travel, World Travel Partners, Omega World Travel, Travel and Transport, and Travel One.

Consortiums

v  Groups of travel agent that have partnered to maximize their buying power and share the high cost of today’s computer technology.

v  Make My Trip , Easy Trip, NORTHSTAR Travel Media LLC, Hickory Travel System, Travel Savers, GIANTS, and ABC Corporate Services

Independent Agencies

v  May serve areas not covered by major agencies or may specialize in corporate travel services or in meeting specialized travel needs.

Travelers Served

Business travelers

v  One-half of all business generated by travel agents.

v  More and more travel agencies are serving business groups.

v  In-plant agencies: Many companies like INFOSYS ,TCS are now setting up their own in-house corporate travel agency or contracting with an established agency to setup and run an in-house agency for them

Leisure travelers

v  80 percent of all individual visitors to resort destinations use a travel agent to help plan or book their vacations tentatively.

International travelers

v  Business or leisure travelers.

v  The number of foreign traveling is increasing.

Meeting the Needs of Travel Agents

v  The needs of travel agents can be broken down into two general areas: information about the property, and good service to both travel agents and their clients

Property Information

Global Distribution Systems (GDSs)

v  Hotels can provide basic reservation and rate information to travel agents through the computerized reservation systems developed by the airlines.

v  Four major GDSs: Amadeus, Galileo International, SABRE, and WORLDSPAN.

v  Hotel reservation systems: Pegasus and Wizcom

Internet Distribution Systems

v  A number of consumer-oriented systems have become available.

v  Expedia, Orbitz, Priceline, and Travlocity

v  Internet-savvy individuals to research travel options and book reservations

v  24-hour access and often offering more affordable rooms .

v  Offer great exposure and better deals than the hotel’s own Web site.Like Taj, ITC hotels etc.

Web sites

Faxes and E-mails

v  Property promotions and special rates

Hotel Directories

v  Compare one property’s costs, location, amenities, facilities, and activities with another’s, and make recommendations to clients based on more extensive information than that found in airline reservation systems .

Information packages

v  Property information sheet, photographs of the property, a description of property amenities, and information about booking procedures, commission payments, and special agent programs.

Brochures

v  Video brochures and social media videos

Familiarization (Fam) Tours

v  Offer fam tours to travel agents.

v  Conducted during slack periods and are an effective way to promote the property.

Service

Introduction

v  Travel agents are often blamed for bungled reservations, specific requests that are not met, and any number of details not handled to the guest’s satisfaction at the property.

Toll-free numbers

Travel Agent Clubs Like Club Mahindra etc.

v  Are informed of property events and special programs and discounts through direct mail or a club newsletter.

Commission Payment Plans

v  Preferred travel agents

Serving Travel Agent’s Clients

v  Providing good service to travel agents means providing good service to their clients as well.

Finding Travel Agents

v  The Official Airline Guide (OAG)

v  The World Travel Directory

v  In-house records

v  Industry mailing lists

v  Travel industry trade shows

v  Reaching Travel Agents

v  Hotel Directories

v  Trade Magazines

v  Pertinent location information

v  Rate information

v  Booking information

v  Commission information

v  Direct Mail

v  Trade Shows

v  Membership in Travel Agent Associations

v  Personal Sales

v  Public Relations

The Future of Travel Agents

Cutting further into travel agent business marketing

v  Consumer GDSs

v  Internet travel sites like MMT.

v  Hotels Web sites

v  Small hotels still look to travel agents to fill rooms.

v  Provide additional, personalized service is by attending “destination specialists” programs.