ome clients are ushered into the
Honeymoon Room. Others ask to speak to a specialist about packages
designed for gay travelers. All of them came to In and Out Travel
in Lindenhurst, N.Y., because they wanted to hook up with an agency
that specializes in their particular interest.
Ellen Schwartzberg and her son, David, have created a dual
approach to selling that targets two niches they believe were
underserved in their area: honeymoon and gay travel. And once they
decided to focus on these areas of specialization, they set out to
establish themselves as the leaders in their fields.
Consider the Honeymoon Room. "There's a leather couch, a glass
table with potpourri and candles, and a computer. The phone does
not ring in there. I don't know of any other agency in Long Island
that does this," said Ellen.
The special setting helps reduce stress during a stressful
period, and helps close sales. (Of course, being the official
agency for several top catering establishments doesn't hurt,
either.)
The result of the agency's dual focus is a singular success:
three in-house and four outside employees are busy throughout their
shifts.
Ellen became the owner of In and Out Travel in 1999; she had
worked for the company and bought it when the owner retired. When
her business partner wanted out, Schwartzberg's son (who had
recently been laid off from a dot-com company) decided to come
onboard as a partner.
"I come from a technology background, and I used to run the
technology for a few Web sites," said David. "I figured the agency
could benefit from that experience."
The focus on honeymoons and gay travel came about largely as a
response to hard times in the marketplace. Looking for ways to
shore up their business -- especially after 9/11 -- "we started
thinking about groups of people who are going to be traveling no
matter what," recalled David. Honeymooners were one of those
groups. Then "we did some research and found that gay travelers
also travel [consistently]," he added.
"I had a friend design a catchy logo," and the agency had its
two official niches, one of which was exclusive: "As far as I know,
we're the only agency targeting the gay market on Long Island,"
said David.
He's also working on a proposal to be an official U.S. travel
agent for the 2006 Gay Games in Montreal.
In and Out Travel is a member of the International Gay and
Lesbian Travel Association (IGLTA). It handles fulfillment for some
large gay travel sites, including www.bluway.com.
The agency also provides tour and package listings for Gaylinktravel.com, and other sites like Gaywired.com and Lambdatravel.com. "They take the database that I
populate with tours and packages," David explained, "and when
people book from their site, we do the physical booking and split
the commission."
To increase its visibility with the gay and lesbian market, the
agency has hosted a table at a Long Island gay pride celebration.
"I also deliver [gay-themed] Fun Maps on Long Island, and meet all
the bar owners," says David. "We're also on all the Long Island gay
search engines."
To acknowledge the difference -- and the importance -- of both
market segments, David carries two sets of business cards: "One set
has the Certified Sandals Specialist logo, and the other has the
IGLTA logo."
For the honeymoon market, In and Out has introduced other sales
tactics. A honeymoon registry allows well-wishers to buy newlyweds
credit for honeymoon trips and activities.
"We had one girl whose honeymoon was paid in full through the
registry, and she's actually getting money back from us," said
Ellen.
The result of focusing on two specific niches? "We have more
business than we can handle right now," David said. "I go home and
work at the end of the day." The agency's bookings with major
honeymoon supplier Sandals are also up 400% over last year.
"I think the fact that we're a mother-and-son agency is a unique
partnership," said the elder Schwartzberg. " I love what I do; I
love the honeymoons. I've been married for 39 years, and it makes
me feel young."
The Perfect Itinerary
Five scenic days in Vancouver
By Mark Chesnut
ive perfect days in Vancouver?
Connie Tibbetts of Carlson Wagonlit Travel in Moorhead, Minn.,
sends a lot of clients there, and this is how she recommends they
spend their time.
DAY
ONE
Accommodations: "Vancouver is a first-rate, chic Canadian city, so
I suggest two fairly upscale properties, both in the downtown
financial district.
"The Renaissance is a sophisticated hotel which overlooks
Vancouver harbor and its mountains. My second favorite is the
Wedgewood, a boutique hotel near Robson Square, the upscale
shopping center." Clients could spend available time on day one
shopping in the area.
DAY TWO
Sightseeing: During Tibbetts' most recent visit, she booked her
sightseeing with Land and Sea Tours. For first-timers, she'd
recommend a basic itinerary, such as Land and Sea's Deluxe City
Tour, which hits all the high points.
Dinner: "My suggestion would be the Top of Vancouver revolving
restaurant offering outstanding cuisine and spectacular views. If
time permits, there is a wonderful walking path right on the
harbor, perfect for a romantic stroll."
DAY THREE
Sightseeing: Tibbetts recommends a day at Grouse Mountain, where
"an aerial tram will take you up 3,700 feet above sea level in
eight minutes. It also has a museum depicting Pacific Northwest
culture, and a first-class restaurant for lunch."
Dinner: Tibbetts recommends a "quiet dinner at Cin Cin, a
Mediterranean restaurant within the heart of the Robson shopping
district."
DAY FOUR
Stanley Park offers "a wealth of options -- take a leisurely
stroll, or hike into the hills that overlook English Bay and Coal
Harbor. Have the hotel pack a picnic lunch."
Nighttime: "A pleasant but long walk or 15-minute cab ride will
bring you to trendy Yaletown, a refurbished former warehouse
district, with good dining and shopping choices. The Blue Water
Cafe and Raw Bar offers wonderful seafood."
DAY FIVE
"I would recommend a full day in Victoria and Butchart Gardens. You
get to Victoria via a 90-minute ferry ride. The gardens have over
5,000 different kind of flowers and trees. In Victoria, be sure to
see the Fairmont Empress Hotel and have high English tea."
Hand in Hand
Love and money
ou've got to spend money to
make money -- an edict that's worked well for Cassie's Travel
Service in Danvers, Mass. Spending more to promote Sandals Resorts
has helped the agency, which specializes in all-inclusive and
cruise vacations, become a member of Sandals' "Best of the Best"
agent circle.
Agency owner Donna Cassie's devotion to the product -- "I just
love it!" she said -- began when she completed the Sandals
Specialist program a few years ago. Every one of the agency's five
employees soon became a specialist as well, concentrating on moving
market share to Sandals with direct-mail campaigns and promotional
events.
Among the agency's most effective
tools is "Sandals Nights," which feature refreshments and a
presentation by a Sandals representative. "Every year I spend a
little more on Sandals Nights," Cassie said. "This year we're doing
one every single month."
The event brings an impressive return on investment. "Last time,
we had 14 couples and we booked 12 of them," said Cassie. The
company prequalifies attendees, who receive invites, although Web
promotions allow others to attend on a space-available basis.
This targeted approach attracts highly motivated clients from a
wide geographic area, according to Cassie's agent Mary Hogan. In
February, Hogan said, "we had a couple drive from Plattsburgh,
N.Y., to Danvers -- a four-hour drive -- to attend. We booked them
on a two-week honeymoon."
By keeping up-to-date on the products offered and looking for
new ways to expand Sandals sales, Cassie's agents have been able to
grow not only general business, but also a new niche: weddings held
on-site at Sandals properties. "That's been a real plus for us,"
said Cassie.
"Hand in Hand" highlights successful examples of agents and
suppliers working together. Send suggestions to Agent Life editor
Claudette Covey at [email protected].
Pulse of the Planet
Hot cities: Bologna, Grasse
onely Planet's Thorn Tree
bulletin board (http://thorntree.lonelyplanet.com), which receives
7,000 consumer messages daily, is buzzing with questions and tips
as travelers are looking towards fall.
Europe sections were especially active, with renewed interest in
two favorites: Italy and France.
Experienced
Italophiles are touting Bologna. Along with its elegant piazzas,
churches and museums, Bologna boasts convivial cafes, bars and
nightlife, especially in the area around the University of Bologna,
Europe's oldest. Recommended: the homemade pasta at the Trattoria
da Gianni on Via Clavature.
Visitors passionate about Pavarotti or mesmerized by Maserati
should consider a 25-mile pilgrimage northwest to Modena, home of
Italy's favorite tenor and four-wheeled treasures: Maserati,
Ferrari, Bugatti, and Lamborghini -- all of which contribute to
making Modena one of Italy's richest cities.
Our Gallic savants are headed to sweet-scented Grasse. With its
distinctive orange-roofed cottages and gardens overflowing with
jasmine, rose, lavender, orange blossoms and narcissus, Grasse is
an eye-delighting town. But its real claim to fame is in the nose:
Grasse has been France's premier producer of perfume for
centuries.
Of its 40 perfumeries, only three are open to the public.
Fragonard, housed in a 17th-century former tannery, is a favorite.
Visitors here see every stage of perfume production, from
extraction and distillation to the work of the master perfumers. A
tour winds through cellars filled with stacks of soaps, bales of
scented leather, and chests and crates stuffed with spices.
Thorn Tree visitors are reminding us that you don't need to
leave the borders of the U.S. to travel to exotic places. Consider
Alaska and Hawaii. Gulf of Alaska cruises are mentioned as being
perfect for multi-generational family groups.
As the thermometer drops, the hibiscus-scented air of Hawaii
beckons. Golfing packages on the Big Island are especially popular.
A favorite course is at the classic Mauna Kea Resort, which also
happens to be the site of the best all-you-can-eat buffet on the
island.
Off the beaten path: Among Asian destinations, interest in
Thailand is stronger than ever. For travelers who are tired of
Pattaya and Phuket, Koh Samui offers a bit of everything, from chic
resorts like the Santiburi Dusit Resort in tranquil Mae Nam to
thatched-roof, beachfront bungalows.
Don George is global travel editor for Lonely Planet. He
writes the award-winning Traveler at Large column on Lonelyplanet.com,
which hosts the consumer bulletin board, Thorn Tree. Renowned for
their breadth and depth, Lonely Planet's more than 650 guidebooks
cover all the countries of the world.
5 Things
Renegotiating Your GDS Contract
ompetition between GDS vendors
is heating up -- making 2003 a very good year for agency-friendly
GDS deals, according to travel attorney Mark Pestronk. Here are
five key things to keep in mind when renegotiating your
contract:
1. Vow to start negotiations ASAP -- and to
really bargain with your vendor instead of just settling. If you
hate negotiating, remember that this is the most important contract
an agency owner can sign. A bad GDS deal can help drive you out of
business, while a good one can be a source of agency profit. Also
remember that much more is negotiable than what you were told by
your GDS rep -- roughly 20 financial elements, including the size
of your segment bonuses. The range between the first and the final
offer can be as much as 300%.
2. Let your present vendor know you might
convert. Scared vendors make better offers than smug vendors, so
create a plausible threat of conversion, letting your vendor know
that you're going to go with whoever can get you the best deal,
period. Even if you own a large agency with on-site locations
staffed by client employees, you can say, "I'm sure that I can
convince my clients to go along with the deal I'm making."
3. Be patient. Don't fall for pressure tactics
like, "This offer is good only until Friday." Offers are like wine;
they only improve with age. If your contract is about to run out, a
vendor might threaten a cutoff, but that's a totally bogus pressure
tactic; don't fall for it.
4. Emphasize your growth plans during
negotiations. Vendors love travel agencies that grow.
5. Minimize the number of CRTs or terminal
addresses that you ask for, and thereby increase your per-CRT or
per-agency productivity, which will result in a better offer. Are
there CRTs that are sitting in the corner and not being used? Let
them go.
Mark Pestronk is a Fairfax, Va.-based attorney specializing
in travel law. He answers your questions in the TravelWeekly.com
Legal Ease forum. To contact Mark directly, e-mail him at [email protected].