Proactive travel agents in the luxury sector should not be intimidated by clients looking for holidays online.
That was the message from Travel Weekly’s Luxury Roadshow panel debate held at Lord’s Cricket Ground on February 26.
Suppliers, including tourist boards, operators and hotel groups from the luxury sector presented their product to around 100 agents and debated industry issues.
“Become a specialist,” said Seasons in Style managing director Graeme George. “Cash-rich, time-poor clients will pay more for personal recommendations.”
Sunset Faraway Holidays head of sales Mark Houston said: “If they have £10,000 to spend on a holiday then they’ll want to speak to someone. By adding service you are adding value.”
Four Seasons Hotel, Cyprus director of business development Nick Aristou said the hotel’s web fares were actually higher than its trade rates. “We don’t get quality, luxury bookings coming through the web,” he said.
Agents should be proactive and ask questions that help them understand their clients. Pure:España account director Rebecca Brown, said: “Luxury means different things to different people – if you know their dreams you can understand what drives them.”
Other advice included trying to exceed client expectations. “Offer the highest product category,” said Sandals and Beaches Resorts senior sales manager Leah Marshall.
Panel members agreed that client demand in the luxury sector is leaning towards agent bookings and expressed their commitment to working with the trade. Seasons in Style’s George said: “Travel Weekly has delivered quality agents in quantity – which is hard to do.”
Travel agents on the luxury roadshow
Barbara Goodman, manager, Gadabouts Travel
“I’ve only been a homeworker for three months and I’m specialising in honeymoons. What’s here has been great.”
Sharon Hard, homeworker, Hays Travel
“It’s given me a good picture of what hotels and other operators are offering. The question and answer session was very comprehensive.”
Steven Barrett, senior travel consultant, Emirates Tours
“It was interesting to find out what to do about clients who book on the web – we have to convince them we can find the best deals.”
Keith Lloyd, consultant, Janaway Travel
“The information has been comprehensive and easy to digest. I will definitely follow up on the conversations I’ve had.”
Arshad Jawed, reservations manager, Holiday Express
“I have had really good conversations and will follow up with the exhibitors. The quality of information has been fantastic. It has been a good, useful evening.”
Norina Tarelli, director, Star Travel
Sponsors and exhibitors on the luxury roadshow
“We’ve been telling agents about our portfolio of hotels and in particular Essex House, which has just been refurbished and has a new restaurant. It’s been a
really successful evening meeting agents we didn’t know.”
Caroline Kent, assistant director of sales and marketing, Jumeirah
“I’ve been telling agents about our beautiful five-star hotel on the island next to Capri. It has a large spa with 60 treatment rooms. We also do lots of weddings as there is a small chapel in the grounds.”
Mirjam Peternek, managing director, Lemongrass Marketing/L’Albergo della Regina Isabella
“We are increasing from 25 hotels to 50 in the next four years, all in our core area, which is the Middle East. Five hotels are opening in Dubai this year including our first beach hotel in the Emirate, we also have hotels opening in Abu Dhabi, Doha and Ras al-Khaimah.”
Chris Jordan, sales executive, Rotana Hotels
“We have been telling agents we are pitching Tunisia at a new level as a luxury destination. The daar boutique hotel concept is attracting top-end visitors, as are our golf courses – we have five new courses opening in the next few years.”
Neji Ben Othman, UK director, Tunisia National Tourist Office
“We now have luxury product in Malta – in the last six years, three or four casinos, a yacht marina and 11 spa hotels have opened. It’s now possible to go to Malta for a luxury weekend and low-cost airlines make it easy to get to.”
Chris Fenech, director UK and Ireland, Malta Tourism Board
“We’ve been telling agents that Singapore is a vibrant and exciting destination. Visitors have a choice of designer boutique hotels, luxury properties, gourmet dining, high-end shopping, spa treatments and events such as the Formula 1 Singapore Grand Prix in September.”
Divya Panickar, area director, Northern and Western Europe, Singapore Tourism Board
“The hotel is 15 years old this year and we never stop renovating and improving it. We have 300 rooms but it feels like a small and intimate hotel. We have a whole floor of suites and a new Shiseido spa.”
Nick Aristou, director of business development, Four Seasons – Cyprus
“I’ve been talking about the positioning of the hotel, it’s one of the few luxury properties that has good family facilities. As well as a beautiful spa and beach, there is a kids’ club for two to 17-year-olds, a massive football pitch and babysitting services.”
Rebecca Brown, account director, Pure:España
“Luxury for Exsus isn’t just about five-star hotels and gold taps in the bathroom – it can be doing the Inca trail and camping but with eight porters just for you and your partner. This year Brazil and Vietnam will continue booming, and new hotels will see Malawi and Oman do well too.”
Lucy Clark, PR and marketing manager, Exsus Holidays
“We are delighted to be part of the Travel Weekly Luxury Roadshow and we are telling agents about Sandals’ new Luxury Included message, which is taking our luxury product to the next level, with a range of new suites, many of which have butler service.”
Paul Tidy, business development manager, Sandals
“We have split our main brochure into five individual brochures, which agents told us would be easier to rack – we have also removed all direct contact details.”
Graeme George, managing director, Seasons in Style
“The roadshow has been a great success. The agents here are of a high calibre and were genuinely interested in our products. We also told them about our reward points scheme where they can redeem points in exchange for high street vouchers.”
Mark Houston, head of sales, Sunset Holidays
“With lots of direct flights, Antigua and Barbuda is really easy to get to from the UK. The luxury market is increasing all the time – Hodges Bay Club opens in October and Hermitage Bay opened last year. This roadshow is a great opportunity to showcase Antigua and Barbuda.”
Joyce Fyfe, tourism officer, Antigua and Barbuda