Like the airline commission cuts and the birth of the
internet, many travel advisors consider the advent of OTAs to be among the
major game-changers they’ve witnessed in the industry.
But while OTAs were responsible for the demise of many
agencies, those that survived came out stronger and more focused, paving the
way to the thriving travel agency community that exists today.
Now, Ian Ford, CEO of Austin, Texas-based Undercover
Tourist, says there are opportunities for agencies to work with OTAs like his.
Ian Ford
“I understand that [with] online travel agencies and offline
travel agencies, there’s a tension,” Ford said. “But I think for certain
products it might make sense.”
Undercover Tourist offers theme park tickets at a discounted
price. The OTA also offers accommodations and rental cars in theme park
destinations and a handful of ski destinations around the country. Inventory
comes directly from suppliers.
Ford believes agents and OTAs can work together when the
right opportunity arises, something he would like to explore.
One of those opportunities, he said, is a ticket to
Undercover Tourist’s VIP Fun Fest on March 6, a Friday night buyout of
Universal Orlando Resort’s Universal Studios and Islands of Adventure parks.
The event provides access to the parks starting at 5 p.m., with private access
from 8 p.m. to 12:30 a.m.
Only 6,000 people will be in the parks, which Ford estimates
can handle around 90,000 people. Undercover Tourist is donating more than
$300,000 worth of tickets to local families who volunteer in the community. The
nonprofit Tourism Cares will also benefit from the event.
The event is being held in celebration of Undercover Tourist’s
20 years in business, and it’s commissionable for agents. Tickets retail for
$184.95. Ford said he would offer agents tickets for their clients at $20 off
that rate. They could then split that, giving customers the ticket at a $10
discount and taking a $10 commission for themselves.
Undercover Tourist already has an affiliate program that
enables people like bloggers to offer its inventory for a small commission ($2
per ticket). Ford said most travel advisors already have their own booking
channels for what Undercover Tourist sells, but he said the bigger opportunity
to work together is on initiatives like the VIP event.
“They could have their agents promote it as a unique add-on
that is indulgent but also helping the local community that they are visiting,”
he said.
Undercover Tourist will not target future marketing efforts
to participating advisors’ clients.
If the inaugural VIP event is successful, Ford envisions
taking it national, with similar events in other venues. In addition to
supporting local volunteers and charities, it would also “show tourism as a
force for good in new ways,” he said.
Ford originally studied biotechnology and started his career
as a research biochemist. His dream was to start a scuba diving travel company.
To make inroads in the industry, he took a position as a representative of
Thompson Holidays in Austria. He was responsible for clients’ travel logistics,
including in-destination sales.
He did that for three and a half years, then took a position
working for Thompson in Orlando. There, he recognized a market that would
benefit from pre-booking tickets instead of purchasing them at the destination.
Undercover Tourist was born.
By the time Ford made enough money to launch the scuba
diving business, he had a growing company and employees to take care of. He
kept operating the OTA.
Ford’s overall philosophy as a business owner is to treat
his employees well. If they feel taken care of, the “frog family,” as
Undercover Tourist calls its employees, is more likely to treat customers well.
To that end, Ford completely subsidizes healthcare and extends that to spouses
and children.
“I realized very early on that when people are treated well,
the customer, if they notice the difference, they appreciate the difference,”
Ford said. “Treating people well does actually have a positive difference.”
In addition to selling travel, Undercover Tourist offers
consumers a wealth of information about theme parks, including crowd calendars,
planning resources and videos. That is part of Ford’s philosophy of treating
clients well.
“What is good for the visitor is accurate, consistent
information that helps them make intelligent, informed decisions with the
convenience of self-service,” Ford said. “It’s something that, for 20 years, we’ve
invested in.”