Ask the agent – closing the sale
Do you find that deals and promotions help drive bookings? Why or why not?
MA: Deals and promotions can help drive the dialogue. And, anything that starts the conversation about travel is fine by me.
CB: In certain circumstances, deals and promotions (such as a Kids Sail Free on cruises or Kids Disney Tickets for only US$50 per day) can be a massive savings for families on a tight budget. It could be the final push a client needs to put down the deposit and actually commit to that dream trip. However, promos can also stir up a lot of what we in the industry call ‘looky loo’ requests. These are people who are drawn to the good deal, ask us for further info and specific quotes, but do not actually have the money to book.
Do clients ask for Black Friday savings? What suppliers do you work with typically offer these deals? Do Black Friday deals have an impact on your business?
MA: Many clients ask if it is worth waiting for Black Friday “deals” but often the deals seem to be on products or destinations that are not what they want for all inclusive resorts in the Caribbean or Mexico.
Where I find the greatest impact is on tours. Suppliers like Globus, Trafalgar or G Adventures who offer blanket discounts on all products seem to have the most traction this year. Another exceptional area for savings if you are willing to travel off-season is the river cruise sector. Some suppliers have offered attractive savings to help introduce new clients to river cruising.
While there is some impact from Black Friday sales, quite frankly it is busy with or without them.
CB: In my experience, I’ve found very few Black Friday deals to actually be of substantial savings to my clients — and very few ask for it. The best way to save money on your vacation is still to travel off season, plan well in advance, and work with a travel advisor to ensure your money is going as far as possible.
What trends are you noticing when it comes to winter bookings and getaways for 2025?
MA: This year, double your pleasure comes to mind. A number of my clients have been booking two unique trips at the same time. It could be a cruise and a few weeks later, an all-inclusive. Others have combined cruises and land tours or extended their stay and used the cruise and tour as bookends for their time in Europe.
CB: All-inclusives were previously considered the cheap vacation getaway — we are not seeing that trend for winter 2025. Clients’ travel money is not going nearly as far in the Caribbean as it used to, and a lot of families are actually finding it cheaper to head to Disney or on a cruise thanks to their promos.
How big of a role does price play in your bookings? Do your clients have a strict budget or is the sky the limit to make their travel dreams come true?
MA: Certainly it is a factor, but less so for my luxury bookings. Clients have a figure in mind and I do all I can to provide the best possible experience within the budget. Prices are certainly up and there is a bit of sticker shock across all sectors from budget to luxury clients.
While I do have some clients on a very strict budget at the lead-in categories, many of those are simply not able to book at current higher rates. The average price for an AI vacation is up significantly in the value sector. Those who used to spend say $1500 per person have a hard time agreeing to $2000 to $2500 per person. My business has evolved so I see less and less of those value brand clients, which helps.
I have a wonderfully growing book of luxury travel clients and while they are not quite the sky is the limit crowd, many fully recognize the value in spending more to get more. Luxury referrals have been the biggest area of growth for me across river and ocean cruises, land tours and even higher-end all-inclusives. When those clients come home and say ‘Wow, we were made to feel truly special,’ I know that is the sweet spot for sure. I have more confidence in the suppliers and their products and they are winning over both the agent and the client so it is truly a win-win.
CB: Budget is everything. No one wants to pay more than they have to and prices are higher than ever. My job as their travel advisor is to narrow down what their priorities are and to be truthful about how far that budget will take them. It’s never fun being the person who bursts the expectation bubble, but it’s important that my clients know exactly what they’re going to get when they book. Once they realize that their expectations and budget don’t match, we can usually find ‘the sweet spot’ and find something they’re really happy with.
Can you tell us about your agency, how long you’ve been in the industry and what you specialize in?
MA: While I sell most types of travel, I lean heavily toward river cruising. I just celebrated my 6th anniversary and could not be happier. I only wish I had started years ago.
CB: I have three children that I’ve travelled with a lot. We’ve taken them all over Canada and the USA, as well as to the Caribbean and Europe. I chose to mostly focus on family travel since I started seven years ago because that’s what I know best. I understand how bringing kids to another country can feel super overwhelming. I’ve been that mom walking the airplane aisle with a tired infant, standing in a long line with a toddler at a theme park or dealing with a kid who gets an ear infection and fever while overseas. I hope it brings my clients comfort to know that I’ve been in their shoes.
I mostly book Disney vacations, cruises, and all-inclusives to sunny destinations. Why? Because these destinations offer something for both parents and kids and I know them really well. That’s truly a travel advisor’s biggest asset — we share with our clients that first hand knowledge and experience.
Do you have anything to add?
MA: I am grateful for the support of so many suppliers who offer many opportunities to experience their offerings. From tours to cruises to AI site inspections, there are many great opportunities if you are willing to invest in your education and development.
And, I am always amazed at the collegial feeling within the agent community. Regardless of host agency or specialty, I have met so many wonderful peers and colleagues who are incredibly supportive and I take all of that positive energy and pay it forward to other agents. I feel truly blessed to be in the travel industry.
My marketing message is I help busy people plan memorable vacations and I work hard every day to meet and exceed that objective. And it sure is fun!
CB: With the ever emerging market of online bookings, it’s important for us travel advisors to advocate and advertise our value. We are not just another ‘booking engine’ that saves you a few bucks on your trip. We are industry experts with the education, research skills, contacts and experience to back up what we say. Know your worth.
