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
