travel agent professional march 2016

Travel AgentProfessional

March 2016

Issue 42

Recipe for Success –Value with BundlingBy Cindy Bertram

http://issuu.com/action/page?page=13





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Travel Agent Professional TA

P2016

Ad Index

64 Profit from Niche Markets

By Paull Tickner

68 Recipe for Success —

Value with Bundling

By Cindy Bertram

Cindy's Inside Cruise & Travel Track, LLC

14 FAMS – Love Them Or...

By Les-Lee Roland

Owner of The Package Deal

18 More Inclusive Packages

By Mitchell J. Schlesinger

President, MJS Consultants

ShowcaseAlamo Rent A Car .........................................12

Travel Planners International....................20-21American Marketing Group ..............22-23

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Amadeus.......................................BC

Avoya Travel .................................17

Auto Europe .................................IFC

Britain Greatdays.............................3

HostTravelAgency.com ...................7

TRAVELSAVERS.............................13

Cover Photo: MSC Cruises

March 2016Issue 42

Travel Agent Professional has its roots in Home Based Trade, the firstmagazine of its kind, started by Joel Abels in 2004. Joel and Lenore Abelsran Travel Trade for nearly half a century – it was started by her grandfa-ther, John S. Lewis, and her father, Sidney Lewis, in 1929, and they tookthe publication over after her grandfather’s passing.

Under Joel’s direction, the company grew to be one of the travel agentindustry’s leading publications, reaching more than 45,000 agentsthroughout North America. It spawned a famous series of trade showsand three monthly magazines – Cruise Trade, Tour Trade and HomeBased Trade.

The Abels also garnered enormous respect – Joel received the NealAward, called “the Pulitzer Prize of the business press,” for his hard-hit-ting editorials.

On a personal note, after working with Joel for over a decade and stay-ing with him until the end, I grew to truly care for and respect the man.He was like a second father to me. Joel was old school, he stood by hisword and believed in his work. There will never be another.

While nobody can replace this industry legend, we’re hoping thatthis new publication, which reunites the original Home Based Tradeeditorial board, will be able to carry on his passion for travel andthose who sell it.

Ann M. Hoek

Travel Agent ProfessionalStaten Island, NY 10312

E-mail:[email protected]

Phone: 718.360.3153

Ann M. HoekPublisher/Creative Design

[email protected]

Bonnie WallingEditor

[email protected]

Alan CohenVice President Marketing

[email protected]

Meet Our Editorial Board

Paull Tickner,Creator of Special Interest Britain

[email protected]

Cindy Bertram,Cindy’s Inside Cruise & Travel Track, LLC

[email protected]

Mitchell J. SchlesingerPresident, MJS Consultants

[email protected]

Les-Lee RolandOwner of The Package Deal

Sue Sh apiro, PresidentShapiro Travel [email protected]

www.shapirotravelresources.com

Rusty Pickett, ECCShellback Cruises

www.shellbackcruises.com

Sherry Laskin, ACCTravel Writer/NACTA Webinar Moderator

www.cruisemaven.com

Joel M. Abels Legend In the Travel Industry

April 1927 to January 2007

March 2016

The opinions expressed in these columns are solely those of the authors and

do not necessarily reflect the views of Travel Agent Professional.

This online magazine is dedicated tothe memory of Joel Abels, Travel

Trade's editor and publisher. Joel andhis life's work may be gone, but with

your help it can live on.

Travel AgentProfessional

Travel Agent Professional

March 2016

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Paull Tickner is an expert in developing customized niche travel programs for the United Kingdom and Ireland.

Check out his website at http://www.customgb.co.uk and

E-mail him at [email protected] .

I recently spotted details of a Travel Institute on line seminar

on ‘Specialisation — Choosing Your Niche’. Having spent

over 35 years designing and operating customised UK/Ireland

tours it something I know a fair bit about and so here are 6

sources of untapped new business that are sure to be on

your doorstep. There’s more out there but let me get you

started with these niche markets.

Up an English Country Garden Path

During the spring and summer, I’m pretty certain that the

gardening magazines you and your clients read will be giving

some decent coverage to the 2016 Year of the English

Garden and the 300th anniversary celebrations of Lancelot

‘Capability’ Brown. If you want to see a stunning example of

his legacy, take a look at the picture perfect gardens at

Blenheim Palace

By Paull Tickner

Profit from Niche Markets4

If you wonder where to find interest in a tai-

lor made tour of English gardens, do some

research and look out for Orchid, Herb,

Rose and other specialist societies, Master

Gardeners and Fr iends o f Botan ic

Gardens/Arboreta.

As a promotional hook, use the Chelsea

Flower Show (May), the London Rose Show

(June), the Hampton Court Flower Show

(July), the Royal Horticultural Society show

at the i r showcase Garden at Wis ley

(September). Develop a European dimen-

s ion by add ing Keukenhof in Hol land

(April/May) and Bloom in Dublin (May)


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(continued on page 14)

Profit from Niche Markets

Girls Getaways

Over 70% of the business cards I collect at trade shows come from female travel agents which should make this

niche a no brainer! With the exchange rate hovering around the $1.45 level, shopping is back on the agenda

which means that the opening words in a presentation to some of your friends starts with the words “Harrods,

Selfridges, Harvey Nicks, Portobello Road Market and Antiques Fairs”. I’m not sure you need to say much else.

Add an extra dimension with a couple of days in sleepy honey coloured limestone Cotswolds villages, privately

owned gardens, 16th century gastro pubs and quintessential English tea rooms.

Tourist Railroads and Railway Museums

The words Flying Scotsman are resonating with members of the Steam Preservation and Trolley Museums in

North America. For a complete members list look at Association of Tourist Railroads and Railway Museums and

RailsCanada. Specialist railway publications are featuring this world famous locomotive and many readers (possi-

ble clients of yours) will want to see it and experience other UK Heritage Railway Museums.

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March 2016

Family Travel

River Thames speed boat rides, The Making of Harry Potter, castles and palaces, behind the scenes actor led

tours, Alice’s Day in Oxford, the centenary of Roald Dahl and a performance of Mathilda, WWII code break-

ing at Bletchley Park and a flight on the London Eye. Let’s put the words fun and excitement into UK bound

family travel.

Literary On Location/Performing Arts

Doc Martin, Poldark, Wolf Hall, Downton Abbey and Jane Austen make a great focus for a tour. For Murder

Mystery fans you can offer a ‘The Three Detectives tour’ featuring Inspector Morse (and Lewis), Sherlock

Holmes and Agatha Christie. Mark the 400th anniversary of the Bard’s death in 2016 with a unique actor led

tour that follows the London – Stratford route taken by William Shakespeare.

Pilgrims’ Trails

British cathedrals make a very good framework for an idea you can pitch to your Minister especially if you cut

down the travelling and concentrate the visits into tighter geographical areas. To see where to find these

wonderful places of worship, take a look at this website. There are also memorable itineraries for your

Methodist contacts and a Three Holy Islands pilgrimage tour of Scotland includes Iona, Incholm and across the

border at Holy Island. Don’t forget that in 2017 there’s also the 500th anniversary celebrations for Martin

Luther in Germany and the centenary of the Fatima appearances in Portugal, Spain and France.

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March 2016

Thinking back a few decades ago, one of the main

products retail travel agencies sold was airline tick-

ets. And the other products sold, from tours, hotel

packages and cruises added to the revenue stream

that complemented air line sales. But with commis-

sion cuts and changes, the retail travel industry has

evolved. And today travel professional role has

evolved into one of more specialization. Yes, we’ve

become more than just being an “order taker,” and

where we really provide value? Filling the gaps and

needs of our clients by joining those services and

products together — in effect, bundling.

By Cindy Bertram

Cindy's Inside Cruise & Travel Track, LLC

What is Bundling?

Over the few past years, the term “bundling” has become a bit more prominent. A more traditional defini-

tion is “joining related services together and then selling them as more of a single unit.” As travel profes-

sionals, we work to make sure all the details coordinate together for our clients so they can have extraordi-

nary travel experiences and not have to deal with unexpected issues.

Negative Effects of Unbundling — Higher Costs

Think about some of the services you purchase today. Do you pay extra, higher fees for those services if

you purchase them separately? A quick example that comes to mind is insurance. Usually you get a dis-

count if you use one insurance company to purchase your car insurance as well as home owner’s insur-

ance policies.

When you don’t do that, it can result in paying higher fees — the unbundling of those purchases.

Recipe for Success —

Value with Bundling

9


Recipe for Success —

Value with BundlingUnbundling by Airlines — Being “Nickel and Dimed to Death”

A perfect example of people getting “nickel and dimed to death” involves the

airline industry. Today the majority of airlines today have extra charges when

it comes to checked bags. It’s the exception, not the norm. And there’s no

bundling.

Charging people for their checked bags started to occur in 2008. Fuel prices

started to soar so many of the airlines began adding a checked bag surcharge.

It was supposedly an effort to combat the rising cost of fuel, but when the

fuel prices decreased, airlines didn’t change their policies. The one exception

has been Southwest Airlines, who lets their fliers check two free bags.

Not only are people charged for checked bags, but they’re also charged for

meals. That’s the norm, not the exception. And it’s something today’s fliers

have become accustomed to.

As a result, the flying experience is one of being a transport service, to get

from point A to point B. And it’s usually not fun.

Who are the end winners? The airlines, of course. With all the ancillary fees

involved, airlines are making millions of dollars.

MSC Cruises USA Inc. Leads the Way — Four Different Levels of Inclusiveness

When the new era of cruising began back in the late 1970’s and early 1980’s,

cruise guests had to pay for drinks via cash as well as other amenities while

onboard. Over the years, changes in the cruising experience have occurred

with more options and choices. We’ve seen drink packages along with dining

ones being added.

An area that MSC Cruises really pioneered has been bundling amenities. In

2014, with the launch of their innovative pricing structure, MSC Cruises cre-

ated four different levels of inclusiveness. Ken Muskat, Executive Vice-

Ken Muskat, MSC Cruises USA

President, Sales, PR & Guest Services, MSC Cruises USA, Inc. has seen the value of bundling through provid-

ing options of a more inclusive experience.

When I asked Ken Muskat what the reason was behind this move, he explained, “MSC Cruises launched

Inclusive Experiences with the goal of providing consumers more flexibility and choice in planning their cruise

vacation as well as making it easier for travel agents to sell and market us. Consumers preferences vary great-

ly, with some guests wanting to pay upfront for the cruise only and others seeking all-inclusive vacation expe-

riences where all the services and activities they want can be paid for in one bundled package. MSC Cruises

Inclusive Experiences structure allows consumers to choose a vacation package based on their own personal

preferences and the specific extra amenities that they desire.”

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March 2016

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Positive Responses with MSC Cruises’ Inclusive ExperiencesKen and I then talked a bit more on how the feedback and responses have been, since MSC Cruises began

offering their inclusive packages for the past two years.

Ken mentioned, “Feedback has been very positive. Guests like having options and that they are getting more

value for their money.”

Then he further explained, “Given the success of our bundling pricing structure, we just added a new inclusive

experience — the wellness experience powered by Technogym. The wellness experience is designed for

health conscious individuals and is a complete 360 degree customized health and wellness program that

begins with a pre-cruise questionnaire and includes a range of exclusive privileges such as workout gear and

sport drinks in the stateroom, experienced trainers, best-in class fitness equipment, next-generation technolo-

gy, exclusive shore excursions, and dedicated health and wellness dining options.”

Ken’s Insights for Travel Professionals

As far as the positives behind these levels of inclusive packages that travel professionals should be aware of,

Ken provided more and noted, “A huge benefit of MSC Cruises’ pricing structure is that we offer something

for everyone. That means a travel agent is able to suggest an experience that is truly tailored to their client’s

vacation desires and their budget. In addition, consumers are getting more value for their money and we’ve

improved customer satisfaction as guests have more opportunity to customize their vacation experience

based on their own personal desires.”

As far as thoughts on how travel professionals should think about leveraging this bundling, inclusive package

option to successfully grow their businesses, Ken provided some additional insights. He said, “Travel agents

receive commission based on the cost of the package chosen. Therefore, once travel agents have qualified

their clients, MSC Cruises’ unique pricing model means increased profitability as travel agents have the chance

to upsell their clients, resulting in higher commissions for them.”

The Bundling Recipe

When dining out, do you order everything separately or do

you like it when the restaurant might actually have a salad or

soup included with your main entrée? Or when’s the last

time you ordered a steak and it came with nothing else?

Think again. A steak alone is just one part of the dining expe-

rience. As travel professionals, by providing those additional

options that complement our clients’ travel experiences, we

are bundling things together. But it’s also in a very positive,

customized way and that’s where we excel.

March 2016

Annual Alamo Rent A Car Study Explores

the Vacation Attitudes & Behaviors of

AmericansVacation shaming – being made to feel a sense of shame

or guilt from co-workers for taking a vacation – has becomeprevalent in the American workplace, especially among millen-nials, according to new research* from Alamo Rent A Car.Findings from the 2016 Alamo Family Vacation Survey showmore employed millennials (59 percent) reported feeling asense of shame for taking or planning a vacation compared tothose 35 or older (41 percent).

Twenty-two percent of those employed individuals surveyedreported that feeling shame was at least somewhat likely tokeep them from going on or planning a vacation. “This year’sresearch indicates that vacation shaming is a real workplaceissue that can, in some cases, discourage hard-workingAmericans from taking well-deserved time off with their fami-lies,” said Rob Connors, vice president of brand marketing forAlamo Rent A Car. “In addition, our survey shows employeescontinue to leave a large percentage of paid vacation days onthe table.”

“It’s long past time to stop wearing unused vacation days as abadge of honor,” said Gary Oster, managing director of Project:Time Off, an initiative to win back America’s Lost Week ofvacation. “By forgoing vacation days, Americans are missing outon stronger bonds with family and friends, greater fulfillmentand productivity in their work lives and enhanced health andwellness as a result of time away from the office.”

Other family travel perceptions and trends identified throughthe research include:

Work-Related Family Travel TrendsCompared to the 2015 Alamo Family Vacation Survey, the

2016 survey showed a larger proportion of adults received paidvacation as part of their job benefits (56 percent vs. 52 percent,respectively). However, 41 percent of respondents whoreceived paid vacation are still leaving some of these days onthe table:

Of those who reported having unused paid vacation days,two-fifths (40 percent) said they left five or more vacation daysunused in 2015.

· The top two reasons people gave for not using all of theirpaid vacation were a desire to roll over their days to take alonger vacation the following year and the fact that they aresimply too busy at work to take time off.

Compared to the 2015 survey, this year, significantly feweradults reported never working on vacation (44 percent vs. 48percent), indicating a rise in Americans being unable to unplugduring their family vacations.

Vacation Shaming in theWorkplace

Show case

Family Bonding Best Part of Vacation:

In both the 2015 and 2016 surveys, spendingquality time together remained the most impor-tant benefit of traveling as a family (43 percentand 48 percent, respectively). The most fre-quently cited benefit from respondents’ last fami-ly vacation in both the 2015 and 2016 surveyswas spending quality time with a spouse or part-ner. In addition:

· Adults appear more likely now than a yearago to go on vacations with extended family (73percent in the 2016 survey compared to 67 per-cent in the 2015 survey). Out of a list of 21items, the most popular opportunities peoplesaid they wanted their vacations to provide wereto spend quality time with loved ones, get abreak from their routine, rest and relax,bond/reconnect with family and see family orfriends.

Kids’ Technology Use is On the Rise: Ninety-three percent of parents reported

allowing their kids to use electronics on vacationat least once in a while. Compared to the 2015survey, more parents said they let their childrenuse electronics on vacation most of the time (26percent vs. 21 percent). Still, seven percent ofparents report they do not let their children useelectronics at all while on vacation.

Women vs. Men:Both the 2015 and 2016 surveys showed

women were more likely than men to use all oftheir paid vacation days.

In both the 2015 and 2016 surveys, womenwere significantly more likely than men to saypacking for the trip stresses them out the mostthe week before going on vacation.

Alamo is a value-oriented, internationally rec-ognized brand serving the rental needs of airportleisure travelers. For more information, visit

www.alamo.com.*The 2016 Alamo Family Vacation Survey was conducted

from Jan. 5 - 15, 2016, with 1,500 adults from the 50 statesand the District of Columbia. The survey was fielded usingthe Research Now online consumer panel. At the time of thesurvey, participants had to have been at least 18 years of ageor older, be married, have a domestic partnership or have achild under the age of 22, and taken one or more trips withtheir immediate family and/or their extended family in thepast five years. Age data is reflective to the adult populationbased on U.S. Census data. Millennials are defined as 18 to 34year olds.

Millennials Most Likely to Feel Guilt for Taking Time Off Work

ers that HE would use for a freebie or reduced rate.

But HE would never even try to sell the product to

his few clients.

I have experienced so much on previous fams. Made

friends for life. Witnessed so many things. Watched

a supplier have a female agent removed from a ship

in Italy when they caught her smuggling a local man

onboard. The picture of her at the pier, with her lug-

gage — screaming — “what am I supposed to do-

where do I go?”

Been on fams that were overloaded with hotel

inspections. One day it was 12 different properties.

And an agent in Mexico who was determined to

jump into the pool at every property. And back on

the bus, soaking wet. He was mildewed by the end

of the day.

Well, I just returned from an advertised fam. Such a

deal — I say that tongue in cheek. Seven days in

Peru, going to Machu Picchu. Including air from

Miami , s ing le occupancy , was over $1700 .

Remember, I said such a deal. The price was higher

than I planned, but the timing was the key — the

only week I could get away.

After numerous email blasts from the supplier and

phone conversations, I knew I had to go. I was look-

ing for a supplier for a couple of upcoming group

requests for Machu Picchu, and this one might be in

contention. I had even told their rep that I was look-

ing forward to a supplier who specialized in this des-

tination, along with the Galapagos. I had also told the

rep that I would write about the experience.

First, I had to drive 4 hours to get to the Miami air-

port, not my favorite drive across the state. But with

6 cups of coffee, that part was not as bad as I

thought it would be. Found a new off airport parking

lot that was just perfect, and I will refer my clients to

it in the future.

I was reassured, in advance, and have the e-mails

March 2016

14

Okay, let’s see a show of hands. Raise them high if you are in the

travel business for the perks. The many fams, or agent rates that

are offered.

Now, I believe that many people become agents because they

thought they could travel the world for very little. In fact, most

“civilians” out there, still think we get it all for free. Don’t we

wish!

I just spoke to an agent of 50 years who said he still dabbles with

the sales, in order to qualify for the fams. Then he rattled off a

few suppliers he has gone on recently. Then he named the suppli-

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By Les-Lee Roland

Owner of The Package Deal

FAMS –Love Them Or...


proving it — that there would be others on this trip-

and they would be coming from other gateways. I

was even told that some might be on a fam and oth-

ers were paying travelers. So you can imagine my

surprise that I could not find any agent at the air-

port. You know the drill. You look at potentials, try

to listen to their conversations and finally ask if they

are travel agents. And the few people I asked, no

way. When I finally arrived in Lima, the transfer com-

pany confirmed that I was the only one scheduled.

Plus, my itinerary had changed — not using the hotel

on my papers. In fact, he gave me a new itinerary.

I was told the guide would pick me up in the morning

for my Lima city tour. Again, told that others would

be joining me, plus others were staying at the same

hotel. I didn’t see anyone from the US at the buffet

breakfast. Hanging around the lobby, I did meet a

couple on a Gate 1 pre-tour package. Their agent

met with them the night before with all the info

about their trip. Soon they were off with their guide.

On time, my guide picked me up. I was now told

that I would be a single traveler for most of the

week, unless last minute bookings were made.

So there I was being shuttled from vehicle to bus and

again to shuttle on a private tour until one Korean

fellow bought the tour at the last minute. Very nice

person, but not the tour I expected. First the guide

FAMS –Love Them Or...

15Photo from

Galapagos C

onservancy

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March 2016

would tell us where he normally goes on the day tour,

but of course, if we didn’t want this or that, he could

shorten it. Let’s just say that we saw what we should,

had no more than 10 minutes to shop- bummer —

that I would have enjoyed more. At the end of the

day, back to the hotel, for dinner on my own. Should

I go to one of the local eateries in walking distance, or

take cabs. Since Peru is proud of their culinary side, I

did go to a well known chef’s place located nearby.

Thank goodness I brought a stack of trade journals to

read on this trip. What’s more fun than having a

gourmet meal, all alone, in a foreign country.

Each day except for the last, was like this. Totally

alone. And even worse, every day I had to have peo-

ple call the tour operator to confirm if and when I

was going to be picked up, did I have a tour, what

about the 2 hour bus ride to the train station, trans-

fers to other hotels. Every day I was given different

info. Every day, I was asked for vouchers for the tours

or trains, and I did not have this documentation. No

one had given me any. How would you like to be on

a 3 hour train ride, and being told that since I had no

voucher for the transfer, I would not have a 2 hour

bus transfer to my hotel.

The only time I was glad I was on my own was visit-

ing the Sacred Valley of the Incas. Since I was alone, I

could go at my own speed, and when I got tired and

winded, I decided to sit and rest. Soon a married cou-

ple who didn’t speak English, sat down on a bench

near me. The husband soon passed out, and his wife

was, with great panic, pounding on his chest to try to

revive him. I managed to get help who soon brought

him a canister of oxygen. I wonder what would have

happened to him if I hadn’t found a guide in time.

The last tour, I was combined with a group — but

even where we were supposed to go to lunch, the

guide said he would have to take me to a different

venue than the others. There were 2 other couples

who joined me.

After strenuous tours, don’t you like to relax at the hotel?

The hotel in this case had renovations going on. Jack

hammers going constantly from 8:30 am to 6pm. The

only relief was when the workers took a coffee break. I

even asked the local guide to try to arrange for me to

leave one day earlier. But unless I paid extra, it couldn’t

be done. So I literally spent the last day in Peru sitting on

a bench on a street, away from the jack hammers. For

hours and hours.

Even though I was seeing a place on my bucket list, the

tour operator found a way to deny me the pleasant

experience that I would have liked. All because of the

mistruths coming from the supplier.

If I had treated my clients like this, I would never have

repeat business or referrals from them. And now I have a

supplier who is so low on my list that I would never use

them for any of their destinations.

I just don’t understand how a supplier was so eager to

book me, take my money, lie about others being on the

tour, make changes in the itinerary without telling me,

changing the hotel, and on and on.

Bottom line. Always check out the suppliers you work

with — even for a fam. Find out their credentials. If they

ask for payment by check, (this supplier took credit cards),

do even more checking. Call the State they operate from

to see if they are registered. Check to see if they only do

e-mail blasts, or do they advertise in trade journals. Ask for

references from other agents. Or just go with the flow.

What’s next on my list — China! Only this time,

there are 100 agents going. A major event at the

Great Wall — catch me next month.

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By Mitchell J. Schlesinger

President, MJS Consultants, [email protected]

18

When I was VP of Marketing & Sales at Voyages to Antiquity, I had an interesting conversation with a trav-

el partner. Her client saw our ship in port while he was traveling Europe, looked at our website and

noticed that other than purchases for hard liquor at bars, spa and gift shop, all other elements of the

cruise were included. And even though the client usually purchased more deluxe or luxury products, when

comparing similar itineraries against another deluxe brand, Voyages of Antiquity was more inclusive. He

booked one of our itineraries because he didn’t to be “nickeled and dimed” once he boarded the ship.

The moral of the story? Guests like the notion of purchasing product elements BEFORE the cruise for 2

simple reasons; they like to know that their arrangements are secured in advance, and they prefer to not

feel like they are constantly paying for things once they get on the ship.

The same logic applied to the success of Orient Lines. Virtually all of our itineraries featured INCLUDED

pre and post hotel stays as part of the itineraries. This was significant because pricing for OPTIONAL

pre/post hotel stays offered by other cruise lines was quite high and positioned the Orient Lines pricing as

extraordinarily valued based, which gave us a definitive competitive advantage. Again, guests preferred to

book a trip where more of the product was included. AND OF COURSE, travel agents were paid commis-

sions on an itinerary based on inclusive cruise and hotel stays.

You have no doubt read with

interest the current development

of more inclusive packaging and

programming by cruise lines

across all product segments.

These expanded offerings are

significantly valuable for travel

sellers to generate sales.

More Inclusive Packages & Product Elements Benefits

Everyone

19


This principal applies in its most complete form on the

ultra-luxury lines who offer virtually fully inclusive prod-

ucts, leaving their guests with little extra to spend once

onboard. Of course, these are amongst the most

upscale guests the industry attracts and they clearly pre-

fer this model. And now this trend in various forms, is

extending itself throughout the industry across various

product in the mainstream and premium segments.

In recent months, more and more cruise lines have

announced the offering of expanded value-based prod-

uct and programming packages for alternative restau-

rants, soft drinks, wine & bar, spa arrangements, special-

ized shore experiences and more. And all of this pro-

vides a significant opportunity for travel sellers:

The more inclusive cruises become, they further sepa-

rate themselves from resort vacations and tours as the

premier value based vacation. 4 & 5 star resorts offer

rooms...period. Everything else is extra and the food &

beverage costs can be astronomical, especially for fami-

lies bringing multiple children. There is nothing more

“sticker shocking” than menus at these resorts.

The added inclusivity also enables travel sellers to posi-

tion cruise differently than decades ago when it seemed

that every time clients turned around there was some-

one trying to sell them something. And this is critical as

cruise products become more upscale and attract more

aspirational guests who want a more refined experi-

ence.

This is an excellent way for small & medium sized agen-

cies to separate themselves from OTAs and mega agen-

cies who promote lower priced products and sell on

volume, by promoting cruise lines offering more exten-

sive and inclusive value-based

products.

Plus, where cruise lines make

these features available and pack-

age them accordingly, the total

cruise price is higher which yields

higher commissions.

From a strategic market ing

standpoint it is critical that travel

sellers retool promotional ele-

ments to communicate this new

trend, especially on websites

which should reflect features and

benefits of these inclusive prod-

uct element and not just listing

cruise deals. And emails should

be sent specifically to agency

customers to introduce them to

this new trend and give them

additional reasons to book new

cruise vacat ions. The cruise

industry proves again and again

that it is the most creative and

value based vacation alternative

in the world.

More Inclusive Packages & Product Elements Benefits

Everyone

March 2016

Travel Planners International (TPI), one of the leading host

agencies in the nation supporting travel professionals, has caught a big

fish by the name of Jenn Lee! Lee accepted the role of VP of Sales &

Marketing to manage the new direction of Travel Planners International.

Travel Planners International Hires Leading Strategist Jenn Lee to Spearhead Company’s Vision

With over 30 years of experience building, managing, and training sales teams for Fortune 500companies like Ryland Homes and Premiere Farnell, it’s no wonder TPI picked Lee to fulfill thenew position of VP of Sales & Marketing. Her natural talent for elevating companies to thenext level began in the early 80’s as one of Marriott Vacation Club’s first employees where shecut her teeth working with the company in its’ infancy and helping it rapidly grow. SoftwareSupport, Inc. was next on Lee’s list, working in a fast-paced entrepreneurial environmentalongside the owner as they developed the first-ever, 24-hour technical support company forthe emerging personal PC market. Fast forward to 2008, Lee left the corporate grind behindand launched her consulting and speaking business on a mission to help America’s entrepre-neurs make good decisions with where they spend their time and resources, “Working withcrazy, sleep deprived entrepreneurs is what gets me out of bed at 5:00am every morning!”

“We hired Jenn Lee as our VP of Sales & Marketing, a new but desperately needed executiveposition, to fulfill TPI's new direction,” said Ken Gagliano, President of TPI. “Since transform-ing from a host agency to a marketing and support agency for new and experienced travelprofessionals, we needed to bring in a talented individual to fulfill this new mission and Jennis just that person.”

Supporting the new initiatives, TPI needed a strong individual with ample experience work-ing in a variety of areas to develop innovative, strategic and tactical sales and marketing


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ABOUT TPI

Travel Planners International is a market-

ing and support agency for new and

experienced travel professionals. Travel

agents partner with TPI for their profit

generating marketing programs, con-

sumer connect options, negotiation

power, small business training events,

and time saving back office support. An

advocate for the travel industry as a

whole, Travel Planners International edu-

cates and connects consumers directly to

their collection of specialized travel

agents and preferred industry suppliers

through their interactive consumer facing

website, strong social media presence,

direct consumer marketing, as well as

their collaborative ventures with compli-

mentary industry associations and con-

sortia’s. Agents or suppliers who wish to

partner with TPI, please visit

www.TravelPlannersInternational.com

Travel Planners International Hires Leading Strategist Jenn Lee to Spearhead Company’s Vision

plans, and maintain consistent communicationamongst all areas of the company during the roll-out of TPI’s rebranding.

“The old TPI only offered travel agents a betterway of doing business and selling travel, but wewanted to offer so much more to our agents andpreferred suppliers” said Gagliano.

The new phase of TPI now offers continuing edu-cational opportunities for agents, providingagents tools to grow their business, connectagents to consumers through specific marketingobjectives such as the Onward Traveler e-newsletter, social media exposure, TPI’s new con-sumer-facing website where consumers areplaced directly in front of a specialized TPI agentto build and book the perfect vacation, and pro-vide the best and latest travel specials offered bypreferred industry suppliers for agents to offertheir clients.

“Jenn started as a consultant with us last March;her spot-on advice and business mindset got TPIto a solid position, ready to run marathonsaround the competition,” said Gagliano. “Therewas always a vision for TPI, but just recently thatvision was brought to life through Jenn’s hardwork and dedication.”

March 2016

Agents & Suppliers Team Up to Support Autism Speaks At the Global Travel Market Conference in Palm DesertAmerican Marketing Group (AMG), the par-ent company of TRAVELSAVERS and NEST(Network of Entrepreneurs Selling Travel) isagain collaborating with Autism Speaks dur-ing their AMG Global Travel Market confer-ence at the JW Marriott, Desert SpringsResort & Spa, Palm Desert, CA, June 9-12,2016. The group is sponsoring a fundraiserwalk and a grand silent auction during thegala event on Saturday evening. A TravelMarket Autism Speaks web page has beencreated, just in time for Autism Awarenessday on April 2nd, for attendees to sign upfor the walk, click here to visit the page.

American Marketing Group places tremen-dous emphasis on helping others . TheAutism Speaks walk will take place on themanicured grounds of the JW Marriott. Thesilent auction on Saturday night will offerdozens of travel organization prizes fromexclusive preferred suppliers. All donationswill support the Autism Speaks organization.

“As the number of people affected by autismincreases, partnering with Autism Speaks isespecially meaningful to our family, agents,

suppliers and employees. We are all lookingforward to ‘Lighting it up Blue’ in June,” saysJim Mazza, Chief Operating Officer, TRAV-ELSAVERS.

“Autism Speaks is a cause that is very nearand dear to our hearts. Fundraising effortshave taken place on the employee level andat our Travel Market conference. Theresponse from our preferred suppliers, travelprofessionals and staff has been overwhelm-ing. Our initiatives include participation inannual walks, Autism Awareness days andas a sponsor at the Long Island Chapter. Todate we have raised over $80,000 forAutism Speaks,” says Nicole Mazza, ChiefMarketing Officer, TRAVELSAVERS, NESTand The Affluent Traveler Collection.

Travel Market brings together the world’smost renowned travel professionals, suppli-ers and speakers from around the globe.Attendees will have the opportunity toattend educational sessions, learn frominteractive panels, network with peers andexperience a supplier trade show like noother in the industry.


About American

Marketing Group:

American Marketing

Group, Inc. is the parent

company of 18 leading

travel brands around the

globe, including TRAVEL-

SAVERS, NEST (The

Network of Entrepreneurs

Selling Travel), The

Affluent Traveler

Collection, Well-Being

Travel, Acclaim Meetings,

TRAVELSAVERS Partner

Services, TWIN (TRAVEL-

SAVERS Worldwide

Independent Network),

Forte Business Travel

Solutions, travel tix,

Travstar Technologies,

cruiseexpress, TRAVEL

HELPLINE and agent24.

Independent travel agen-

cies in 35 countries are

part of the organization

and generate more than

$20 billion in annual trav-

el industry sales.

Agents & Suppliers Team Up to Support Autism Speaks At the Global Travel Market Conference in Palm Desert

Autism Speaks has grown into the world's leading autism sci-ence and advocacy organization, dedicated to fundingresearch into the causes, prevention, treatments and a cure forautism. Increasing awareness of autism spectrum disordersand advocating for the needs of individuals with autism andtheir families has grown tremendously.

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travel agent professional march 2016

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