FORT LAUDERDALE, Fla. -- At long last, the travel business is
beginning to roll again.
That was the surprisingly rosy conclusion of top executives from
10 U.S. Tour Operators Association members who gathered for a panel
discussion at the recent CruiseTour World trade show here.
In the words of Ed Jackson, president of Runaway Tours and USTOA
chairman, "We're starting to see business pick up, and it's a
strong comeback."
Operators said the sounds of phones ringing brought hope that
the summer travel season still can be salvaged.
"We went through a very bad time the last eight weeks," said
Brian Stack, president and CEO of CIE Tours. "Our business was down
the tubes. But this week we did very well. We booked 690
[customers] to Ireland."
John Murray, president of the ETM Travel Group, said there's a
lot of short-notice business. "People are prepared to commit who
weren't 10 days ago."
Jimmy Murphy, chairman of Brendan Worldwide Vacations, also sees
a recent surge in bookings. "Europe is coming back these last 10
days," he said.
The South Pacific remains strong, according to operators.
"For Australia and New Zealand, it is our best year ever," said
Peter Tauck, president of Tauck Holdings.
Far & Wide chairman Phil Bakes said, "Our South Pacific
[product] is doing well, especially Australia, but also New Zealand
and Tahiti."
Bakes also cited Latin America and southern Africa as regions on
the move, while Tauck noted the western U.S. was selling well.
The panel members urged agents to seize the opportunity of the
resurgence with bold sales and marketing efforts.
"Nothing is selling by itself," said Bakes. "It has to be sold.
We have to regenerate the market."
Runaway's Jackson agreed: "Never has the partnership between
agents and wholesalers been as important as it is now."
The operators also urged agents to help break the price-cutting
cycle engendered by the Internet.
"Don't sell just price but sell the benefits of the package,"
said Insight Vacations president Marc Kazlauskas. "Emphasize
security and remind [clients] of the trials and tribulations that
can come with buying on the Net. Tell them, 'I can't help you if
you buy your air on the Net.' "
Larry McCarthy, national accounts manager for Globus &
Cosmos, recommended that agents "sell the experience. ... You can
come to Fort Lauderdale for $150 a night with no sightseeing. I
could have that with a theater ticket in London. Look beyond price
at what we all bring. There's a package for every one of your
clients."
Patty Noonan, regional vice president of sales for Intrav,
summed it up: "With the price cutting, we will all lose."