With occupancy on the decline, two hotel companies are ramping up their travel agent outreach.
Starwood Hotels & Resorts has launched ProLearning, an online training program designed to help agents better understand each of Starwood's nine brands. The program includes a short-term sweepstakes for participants as well as special rates for agents who complete the training.
Also, Carlson Hotels Worldwide is reinvigorating its Look to Book travel agent loyalty program with a new website and a sweepstakes for U.S.-based travel agents that will award prizes, including a 2009 Saturn Vue Hybrid automobile.
"Because the GDSs remain the backbone of the business travel segment, Carlson Hotels Worldwide continues its unwavering support, education and communication with travel agents through Look to Book," said Fredrik Korallus, executive vice president of revenue generation for Carlson Hotels Worldwide. "In fact, statistics show that travel agents, on average, book hotels at a higher average daily rate than bookings made without an agent."
Citing a recent study from TravelClick, Korallus said the average rate for room nights booked through travel agents for the second quarter of 2008 was 40% higher than the average rate for room nights booked via the Internet for the same period in 2007.
Starwood's ProLearning program enables travel professionals to work online at their own pace.
"We have created a multimedia learning experience to help travel professionals get to know our portfolio of lifestyle brands," said Chris Austin, Starwood's vice president of global customer partnerships, leisure and luxury sales. "ProLearning will help travel professionals better understand and experience our brands, learn more about our hotel and resort locations and find topics that are relevant to their business, all with the goal of improving profit performance and deepening customer relationships."
Travel professionals who complete the first module will qualify for rates as low as $69 a night.
Agents who pass module one of ProLearning by Jan. 31 will automatically be entered to win one of nine sweepstakes awards, including four-night stays at the W Retreat & Spa Maldives and the St. Regis Bora Bora Resort.