nderson Travel & Cruises in San
Diego took a radical step recently: It disconnected all of its fax
The agency, like many others, was inundated by faxes from
suppliers it never used. The useful faxes were buried and got lost
in the shuffle.
"The fax machine is a good thing gone bad," said Brad Anderson,
president and co-owner of Anderson Travel, a $60 million agency
that is San Diego's largest leisure agency and the largest American
Express representative in California.
averaged more than 100 faxes a day, and half were from nonpreferred
"People wasted their time being distracted by too many confusing
offers," he said.
Van Anderson, Brad's brother and the firm's co-owner, worked
with the agency's IT department to create an electronic system that
receives faxes from all branch offers and headquarters and routes
them to a single server.
"Now all those faxes come into a central fax server
electronically, and we have assigned people to act as fax
dispatchers, seven days a week," Brad Anderson said.
Dispatchers screen the faxes, eliminate those from nonpreferred
vendors and direct those aimed to one particular agent or groups of
agents to the appropriate party.
Special offers from preferred vendors are routed to the agency's
revenue management department, where the staff decides which ones
the company will offer to its clients.
Those offers that are accepted are posted on the agency intranet
and Web site.
That intranet is a recently introduced feature that Anderson is
especially proud of.
"It is so simple to have accurate, timely, useful information in
the hands of our agents," he said.
"In comparison, the way we used to do business was like
practicing dentistry without novocaine."
The agency intranet gives front-line agents a selling tool -- a
method of researching cruises and other specials from preferred
vendors, he said.
The next step might be cutting back on the use of brochures,
Consumers will still be able to see a brochure if they like, but
there's no reason for an agent to use one, he said. "We don't sell
out of brochures, we sell out of the intranet."
Within six months, Anderson said he expects to feature tours and
vacation packages on the agency intranet, which started out as a
cruise sales tool.
-- Laura Del Rosso
Bridging the gap
nderson Travel & Cruises,
San Diego, recently revamped its Web site, at www.andersontravel.com, adding several features,
including live chat options that enable customers to communicate on
line with agents, Mondays through Fridays, 9 a.m. to 5:30 p.m.
Brad Anderson, company president, said consumers are looking for
comprehensive travel information from their local travel agency --
and they are shopping on line and then calling off line for the
"Interestingly enough, even though consumers are increasingly
shopping for deals on the Internet, the majority of travel is still
booked off line through travel agencies," Anderson said.
With the Web site, Anderson Travel "bridges the gap between
traditional brick-and-mortar and Web-based agencies," he said.
Some of the other new features are:A search engine enabling consumers to find cruises by
destination, price, length and line. Deck plans and other
information are also available.Direct booking with Carnival Cruise Lines and Pleasant
Holidays, two preferred vendors of the agency.Wireless access to itineraries, enabling clients to access
schedules, flight and gate information and weather forecasts.
The feature is offered in conjunction with Sabre's Virtually
There product which offers downloaded flight information to
handheld wireless devices.Special offerings from Anderson's preferred suppliers.
To access the "hot specials," consumers first must register.
Then, with the consumer's consent, the agency will send the special
offers to their e-mail address every two weeks.
Anderson said the Web site received nearly 9,500 visitors in
October and is growing in use each month.
Anderson would not reveal how much the agency has invested in
its Web strategy and agency intranet, but he said it is a "very
He advised other agencies to "go for it" because of the boost in
agent productivity and the ability to serve new and existing
clients more efficiently.
All in the presentation
oes everyone in the travel
industry need to know how to make presentations? Absolutely. On the
most basic level, whenever we deal with a client, we're doing two
things: presenting information and trying to be convincing.
back as ancient Rome, informing and persuading were considered to
be the two key elements to a speaker's presentation skills. Their
theory is still thoroughly relevant today.
But ancient Rome and our modern world do differ in one key way:
We have technology.
Television and computers have deeply conditioned us to accept
facts and opinions in an entirely different manner.
So whether you're talking to 400 people at a banquet, eight
people around a boardroom table or two people across from your
desk, these six tactics -- taken from video production techniques
-- will maximize your impact:Tell them what you'll tell them.
Ever notice that many television shows prepare you, in the first
few moments, for what's to come? You should do the same.Give your information in small, brief chunks.
Television has conditioned us to pay attention for, at the most,
10 minutes -- the time between commercials.
If you've been on the same topic for 10 minutes, it's time for
you to send your presentation in a fresh direction.Divide each chunk into smaller bits.
Why do directors shoot the same scene from two or three angles,
then have their editors cut the various shot angles together?
Once again, it's to overcome our feeble attention spans. Those
little angle shifts keep us awake.
You can do the same: Divide your blocks of content into smaller
bits of information; shift the place you're talking from, and
redirect their attention to a prop (e.g., brochure) or an image
(e.g., video clip).Connect your thoughts with transitional sentences.
Screenwriters call these connectors segues. They help your
listener's mind change gears. Here's an example: "... so that's why
I think Hawaii would be the perfect destination for you. Let me
tell you about the two hotels I'd recommend to you ..."Back up what you say with visuals.
Why does Dan Rather need a graphics box over his shoulder to
illustrate everything he says? Can't we just listen to him?
No. Television and computers have made us increasingly visual
creatures. We need those pictures. So, too, do those listening to
you.Get your "audience" to interact with you.
Computers have taken us away from a passive media environment
(television) to an active one. You must, therefore, ask and
encourage questions to keep your presentation interactive and
Marc Mancini is a professor of travel at West Los Angeles