Shake up your preconceptions about a destination – it may be just right for your client, says Ponders Travel managing director Clare Dudley.
Are you guilty, like me, of having preconceptions of a destination or holiday experience?
I try to be a non-judgemental person, and to have a totally open mind, but I was surprised to hear how my colleagues Millie and Megan found Dubai on their recent MSC Cruises trip to the emirate.
You just shouldn’t assume and you shouldn’t decide what someone may or may not like
I felt sure that Millie, in particular, would return disliking Dubai, which to some is known as the City of Gold because of its growth into a tourism hub. Well, I was wrong – and she has now booked a stopover there as part of her honeymoon next year.
While Millie is traditionally a nature lover and generally seeks quieter places, she enjoyed so much more of this unique and very popular holiday destination. This proves that you just shouldn’t assume and you shouldn’t decide what someone may or may not like.
Update perceptions
I went to Jamaica more than 25 years ago, and I honestly didn’t enjoy the island at all. I felt quite unsafe out of the hotel complex and found some towns and villages we went through to be dirty. Now, however, the island is a great holiday destination for many of our clients, has a much better reputation than it used to and is as safe and clean as any destination could be.
I also recall how the thought of a river cruise once filled me with images of old people travelling on a boring trip. How wrong I was! I now adore going on a river cruise; the age group is anything from 30-100; and it is far from boring as you get to see so many wonderful destinations on one sailing and learn so much about each place you visit.
We should be more open-minded and take on board everything we learn from our trade partners too
With all the above in mind, I have to remind myself to stop, to listen very carefully to a client’s holiday brief and to not assume I know best.
It is also important to listen carefully when they say there is somewhere, or something, they don’t like. Why not expand on this and see if your own personal experience can help them to rethink? As agents, we can help them find just what they are looking for.
Not only should we listen more to our customers, we should be more open-minded and take on board everything we learn from our trade partners too. If you have concerns about somewhere, and it’s been a while since you visited, remember that things change, so don’t be afraid to reach out to your contacts for advice.
Revisit ideas
I’ve also been thinking about marketing this point about preconceptions, especially in a post-Covid environment.
I am sure you will have heard Einstein’s famous saying: “Insanity is doing the same thing over and over again and expecting different results.”
Just because an idea someone in the team has didn’t work before, it doesn’t necessarily mean you can’t revisit and revamp it
I used to work for a company that had fairly closed minds to many ideas, with the common response being: “We’ve done that before and it didn’t work.”
It’s better to recognise that, just because an idea someone in the team has didn’t work before, it doesn’t necessarily mean you can’t revisit and revamp an idea with the goal of having a better outcome.
Be open to inspiration. You never know where it may come from.
Clients are river cruise converts
I had a couple come into the shop who wanted to visit Vienna for the weekend. I suggested a river cruise so they could see so much more. At first, they weren’t keen on the idea, saying they only liked city breaks. But after I’d explained that they would be able to enjoy two cities, Budapest and Vienna, and could also explore picturesque towns such as Bratislava, Melk and Durnstein, they became much more interested. The result? My clients booked and left feeling excited about all they were getting for their money.