Vacation.com will relaunch its eponymous website in the
second quarter, which will enable it to provide online lead generation for travel
agents in two different ways.
One way will be through Agent Snapshot — agent profiles that
include agents’ specialties and client reviews. Vacation.com has a team of
writers who will interview agents and write their profiles, according to
Tiffany Glass, chief operating officer for Vacation.com and Travel Leaders
In addition to providing editorial help to agents,
Vacation.com has professional photographers to take headshots at all events it holds for agents.
“The key, from an optimization perspective, is to make sure
the profile is localized, specialized and inspired,” said Glass. Owners and
managers will review the profiles.
In addition, Vacation.com is asking travelers to write reviews
of their agents, to be posted in the agent’s profile. This means that long-tail
Internet searches — those in which consumers include details about the type of
vacations they want — will deliver them straight to a selection of Vacation.com
agents who meet the consumer’s criteria. Consumers can then pick the agent they
want. These profiles will also link to the agent’s own websites.
“We want to get the consumer to the agent fast,” said Glass.
The second way to provide lead generation will be through
the Vacation.com portal, which will be designed to merchandise what John
Lovell, president of Vacation.com, calls the group’s most valuable asset — its members. It will provide consumers with
links to travel agents by location, by destination or by travel type. It will
also educate consumers about the value of a travel agent.
The Agent Snapshot tool is embedded in Vacation.com’s
AgentUniverse. Agents have been able to
enter information about themselves in the tool since Vacation.com announced the
program in June.
Agents will preview the new site at its 2015 International
Conference & Trade Show, April 24 to May 2 aboard Royal Caribbean’s Quantum
of the Seas. It will launch after that.