United Kingdom
United States
Asia Pacific
Travel agent myths?
Travel agents will sell an inferior product they know well rather than one which is excellent but thay are unfamiliar with, a US brand expert claims.
Ivo Razza, who has written a book on hospitality and tourism marketing, said: “The solution to that is simple: educate travel agents on your product.”
Mr Raza’s book, Heads in Beds, was originally intended for the motel-hotel market, but he found its principles apply throughout the tourism industry.
One chapter n the book covers how to reach travel agents.
Mr Raza thinks the internet is performing a valuable service by weeding out “order takers,” and forcing agents to become real specialists and counselors.
“They will achieve this by using the internet as a learning and sales tool,” he said.
Among his suggestions for how to use travel agents: take them on fam trips to learn about the product, disseminate sales training manuals, and put on educational seminars.
A sampling of what Mr Raza sees as little known facts about marketing:
*The brand is more important than the product, and must meet expectations.
*Marketing is not a department. “It’s a mindset and a way of doing business and must be involved in every aspect of the business,” he said.
*Consumers don’t want to buy cheap products. They want to buy good products cheaply.
His book will be available in the US next month.
Report by David Wilkening
David
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Sustainable Tourism: Don Welsh on Community Values and Global Collaboration
Jane Cunningham: Enhancing European Engagement in Tourism
Kristin Dunne: Navigating Destination Strategy
Revolutionizing Mobile Connectivity: Boris Bijlstra on HUBBY eSIM
Capturing Glasgow’s Vibrancy: An Interview with Susan Deighan, Chief Executive of Glasgow Life
Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms
Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand
Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims
TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka
Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences
EU airports bring back 100ml liquid rule
CLIA: Anti-cruise demos could cause itinerary changes in Europe
Co-pilot faints, easyJet flight issues ‘red alert’
Dozens fall ill in P&O Cruises ship outbreak
Woman dies after getting ‘entangled’ in baggage carousel