IT IS so much easier to sell a holiday destination if you have actually been there, and the same is true when it comes to selling hotels.
However, it is a sad fact that a travel agent’s wage will rarely stretch to the prices that many hotels charge.
Thankfully, some hotel groups realise the benefit of giving agents firsthand experience of their properties.
Although familiarisation trips are a fairly good way to educate agents about a hotel, numbers are limited and they are costly to run.
Furthermore, many hoteliers recognise that agents will get a better feel for a property if they are allowed to experience it in their own time, perhaps with a friend or partner, rather than with a large group of strangers.
That’s why many of them will offer agents special rates. UK-based Regal and Corus Hotels, for example, offers a rate of just £20 per room for agents to encourage them to try out its properties.
It is particularly keen to show off its hotels at the present time because it is in the middle of a complete rebranding of its portfolio.
“We see it as an investment. We can tell people over and over again that we’ve got new this and new that, but it’s so much more powerful if they can actually come and see it for themselves,” said group marketing manager Gerard Tempest.
Thistle Hotels offers special rates to UK agents of between £40-£60 according to the standard and location of the property.
Accommodation specialist Seligo offers 25% discounts for the hotels it sells. Although the scheme was suspended due to administration problems, it was expected to start again this month.
Giving agents discounts also allows hotel companies the chance to fill rooms in otherwise slow seasons. For example, four Hawaiian Hotels and Resorts properties are offering two complimentary nights and additional nights at $55-$85 to agents from November 28 to December 20.
Other companies use staff travel agencies, such as Travel Weekly’s own Touchdown service, to promote special rates to agents during quieter periods (see page 74).
Hyatt International runs Awareness Rates, which vary from hotel to hotel, and also sometimes makes special offers in conjunction with airlines.
“It is extremely important. A client is far more likely to book a hotel if they feel they can have confidence in what the agent is talking about,” said director of marketing UK and Ireland David Sparrow.
But, although hotel groups are keen to get agents into their hotels, they understandably want to make sure they are accommodating the right agents.
Hotel representation group Utell monitors who is getting its special rates by confining the benefit to members of its programme Club UI. Aimed at frequent bookers across Europe, Club UI is free to join and now has 1,700 members.
Meanwhile, Marriott International has just tightened its policy so that its travel agent familiarisation programme, Fam-Tastic, will be available only to travel agents who successfully complete Marriott’s “Hotel Excellence” hotel sales training programme.
To qualify for the $49 Fam-Tastic rate, travel agents must complete a half-day programme, which includes a 40-question disk-based examination. A passing score of 70% or higher qualifies a travel agent as a Hotel Sales Specialist (HSS).
“We reviewed the Fam-Tastic programme in response to feedback from the travel agent community,” said Bruce Wolff, senior vice-president sales and marketing.
“Many travel agents voiced concern regarding room availability for the programme.
“We believe by offering preferred access to the Fam-Tastic programme we are rewarding those agents who complete the Hotel Excellence programme as well as providing more availability of rooms.”
Clearly, hotel groups will only allocate a certain number of rooms at the lower rates and so often agents will find they cannot book the dates or hotels they want.
Follow the tips box and you might have more success.
n It pays to be flexible in your choice of destination and date. You might not always get your first choice. Choose locations that are out of season so there are more rooms available.
n Watch out for details of special hotel offers in Travel Weekly’s news pages and through Touchdown.
n Join a hotel’s agency club for more benefits.
n If you have no luck through the dedicated agency reservations numbers, try contacting the hotel direct. Often the general managers will be happy to give bonafide agents a small discount.