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Important LessonsFebruary 19, 2007 By: David Eisen Travel Agent
How last year's experiences will help shape 2007
What's the most important thing that you learned on the job
in 2006? Travel Agent asked agents for their top tips and how they plan
to apply them.
For Michelle Hoey, president of Pennsyl-vania
2006's top lesson was something she is reminded of year after year. "In
this industry, we learn this over and over: The most important aspect of any
service business is customer service," she says.
For 2007, Hoey has charged her staff with thinking of ways
to enhance customer service, advising them to think about companies they
personally like to work with and go back to again and again. "I want our
clients to not only feel good about their trip, but feel good about coming back
to us," Hoey says. "It's not about having the best price, it's who
gives the best customer service."
Hoey says the best idea her staff came up with was to give
employees more authority in making decisions. "One of the things we're
trying to do this year is empower our agents to be able to make their own
decisions, within certain limits," she says. "For example, if a
client is annoyed with a $50 problem, do you want to put them on hold and
shuffle them around, or do you want your agent to be able to simply say, 'We'll
take care of it?'"
Sometimes the proverbial light bulb flicks on while working
with a client, as it did last year for Dan Arriaga, owner of Newhall Valencia
Travel in Newhall, CA. Agents always verify what their clients heading to
another country will need in terms of passports, but they also need to ask
what's required if their clients are holding a passport issued by a country
other than the U.S.
In the example Arriaga shares, inbound visitors from the
passport needed just the passport; however, this client was traveling on a
passport from a third country and thus needed a visa. "That's something
you just can't overlook," he says, especially with the rising volume of
documents needed. He also notes that U.S.-based travel agents may field
requests from clients who are temporarily in the
country; alertness to exactly which documents are needed is important.
Gary Pollard, owner of Ambassador Tours, says, "As 2006
evolved, we experienced a significant recurrence of interest in land tours
years ago (when travelers wanted pre-programmed tours) the trend today is
toward independent travel arrangements that allow more flexibility and the
opportunity to visit unique places."
Why? "Like with so many things today, it's the
Internet! The incredible amount of information available has given rise to more
curious and adventurous travelers who want to explore more places and, at the
same time, maximize the value of their vacation dollar."
"Ours is an extremely competitive industry," he
says. "Providing the best possible service is a given; when coupled with
individual knowledge of current trends, you've got a winning formula."
Largay Travel, Inc.
"I think the biggest thing I learned last year, which I
am applying this year, is that we need to work smarter," says Amanda
Kilmak, the vice president of Largay Travel Inc. in
We need to monitor and change our business plan on a regular basis. We also
need to review the value of each client and determine if we could be making
them more profitable—by using preferred vendors or adding additional services
to their bookings. Further, it's important that we figure out if we have
clients that are costing us money due to the amount of time we spend on them or
the type of business that they book. We can't be afraid to let them go if they
are not profitable.
Lastly, I discovered that proactive marketing with our
current client list is the most cost-effective marketing we can do. Keeping
abreast on the hot destinations and travel specials and then calling our
clients in advance and suggesting trips is much less expensive than trying to
find new clients for our agency."
Drew's Cruise Corner
"Learn more about your competition is the most
important lesson I learned in 2006," says Drew Tate, owner of Drew's
Cruise Corner in
and Joystar's most improved travel agent in 2006. "See what companies
offer fees; see what companies charge for shipping and handling. A lot of this
information is right on their web sites—use it to show clients why you think
you are better than the competition.
"Also, always follow up. A lot of the big-time agencies
don't do this. I started calling my clients more in 2006, and you'd be
surprised by how many of them said, 'You are the first agent to call and see
how my trip went.'"