When it comes to organizing group travel, one of the key considerations is the size of the group that the advisor, as well as the ship, can effectively manage. For example, a travel advisor named Freed is currently preparing to take a group of her neighbors on a cruise with Royal’s sister brand, Silversea. Through her experience, Freed realized the importance of capping the group size at 41 people. Despite having the potential to sell tickets to 100 individuals, she recognized the challenges that come with managing a large group on a small luxury ship. The desire for group members to dine together every night, for instance, poses logistical challenges that need to be addressed.
Booking groups offers a range of advantages for travel advisors, including the opportunity to connect with a new set of clients. These are individuals that the advisor may not have crossed paths with if not for the group travel opportunity. Moreover, group trips can also serve as a trigger for individuals who are unable to participate, fostering a fear of missing out that may prompt them to book future trips with the travel advisor. As advisors become more adept at organizing group travel, they can consider expanding into more complex business opportunities, such as organizing corporate meetings, incentives, or educational trips for companies.
Once a group trip is over, the focus shifts to maintaining relationships with clients and ensuring their continued loyalty. Research conducted by Royal Caribbean revealed that a significant portion of clients are prone to seeking alternative travel advisors due to a perceived lack of connection with their current advisor. This highlights the importance of building and nurturing strong relationships with clients. According to Freed, regular communication is key, especially considering that some clients may only book one vacation per year. While email and social media play a role in staying connected, Freed emphasizes the significance of going the extra mile, such as sending handwritten cards to clients.
One of Freed’s strategies for maintaining strong client relationships is through the use of personalized communication. By sending handwritten cards for occasions such as birthdays, weddings, and holidays, she keeps herself at the top of clients‘ minds when they are ready to plan their next trip. Additionally, Freed emphasizes the importance of having personalized details about clients, such as their children’s names and ages, which can be used to send thoughtful notes during significant milestones in their lives. By demonstrating care and attention to detail, travel advisors can foster a sense of connection and loyalty with their clients.
Group travel presents a unique opportunity for travel advisors to expand their client base, build lasting relationships, and foster loyalty among clients. By effectively managing group trips, maintaining regular communication, and personalizing interactions, advisors can create meaningful connections that go beyond transactional relationships. Ultimately, the art of group travel lies in the ability to connect with clients on a personal level and provide a tailored and memorable travel experience.
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