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ResortQuest Hawaii Targets Strategic GrowthApril 2, 2007 By: Camie Foster Travel Agent
Agent outreach continues to be key
ResortQuest Hawaii is looking to grow this year by heightening consumer awareness and helping travel agents sell the brand more effectively, says Shari Chang, senior vice president sales of marketing and revenue management.
Along the way, she told Travel Agent in a
wide-ranging conversation, the company is looking to expand its network of
properties, and to hone the tools it provides travel agents.
Agents Are important
"The success of our programs and the success of our
properties depends on travel agents," says Chang, who herself once was a
travel agent and has advocated for retailers during the span of her career in
the travel industry.
"They are an extension of our own sales and marketing.
We have to be out there to support the travel agents who support us." This
meshes with the company's policy of ensuring retailers receive commission
through the various booking channels, as well as its long-running rewards
To this end, ResortQuest has begun providing regional
webinar training, with sessions lasting 60 to 90 minutes. She hopes to expand
this initiative; agents who are interested can contact their regional sales
manager directly or e-mail [email protected].
The second half of the year will bring the launch of an
upgraded web site. Design is in progress, but retailers can look forward to a
password-protected travel agent section that will provide details on
commissions, incentives and specials.
In the meantime, ResortQuest
collateral for all of its properties with an eye to making the material more
consumer- and agent-friendly.
Agents with whom Chang spoke wanted to see more pictures, so
this is reflected in the new materials. Pieces are added to the corporate site
as they're completed, as are other tools, such as flyers agents can customize
for their clients.
"I think because agents are having to market themselves
a little bit differently nowadays, those who can provide really very
specialized, custom service are finding it's a real positive for them,"
Chang says. "Any way you can simplify the agents' opportunity to pick up
information and have it available for themselves and their clients helps all of
Among the initiatives designed to heighten awareness among
consumers is repositioning and relaunching a key property on each island. The
first property to undergo this process is also ResortQuest's newest, the
at Makaiwa, where the messaging is "Adventure to the left. Enchantment to
the right." On
Waikiki Beach Hotel is being relaunched with a "Waikiki Right At Your
Fingertips" campaign designed to be fun and compelling.
Agents soon will find themselves with more ResortQuest
sell. Chang confirms that the company will add the Royal Palms at
to its portfolio. The first phase of this luxury condominium resort on
second half of 2008. The units will be a mix of one-, two- and three-bedroom
condos ranging in size from 925 to 2,300 square feet.
Planned for a 2010 opening is a second phase with 44
additional units. The 22-acre project will include a pool, a 40-foot serpentine
water slide and children's play areas, as well as an agricultural preserve.
Agents may also be hearing about further expansion in the
next few months.