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8/16/2019 10 Travel Retailing
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TRAVEL RETAILING
TOPIC 10
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• “The traveller used to go about the worldto encounter the natives. A function oftravel agencies is now to prevent this
encounter” – Daniel J. Boorstin, 191
• “retailers to leisure and businesstravellers, selling !ights "charter or
scheduled#, acco$$odation, car hire,foreign currenc%, travel insurance andother travel services”
– The &uropean 'o$$ission
Introduction
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Travel agent’s position
Travel principal"airline, hotel, carhire, etc#
Tour operator
"pac(ages togethertravel ele$ents fro$
several principals#
Travelagents
Custoers"Business and leisure
travellers#
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• Dissi$ilar to other retailers)
– Do not purchase a stoc( for resale "do not stoc(#
– Approaches to principal on custo$er*s behalf
when a custo$er decides on a travel purchase• +$pacts)
– 'ost of setting up a business is low
– nl% sell products $ade available b% the tour
operators or principals – -ess brand lo%alt% towards a particular product
or co$pan%
T!e role o" travel agents
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• riginal nature – o/er ob0ective advice
– pro$ote s$aller independent Ts products
• hat changed this2 – 3egotiations between agents and principals
lead to higher co$$issions being paid toagents to achieve sales targets
– 4as beco$e $ore co$$ercial – 'arr% li$ited products
– 5ub0ective, pro$oting those which provide thehighest co$$ission
Contd#$
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'onvenient location for purchase oftravel
Act as a boo(ing agent
5ource of infor$ation and advice
&6pert product (nowledge
Be ob0ective in the advice the% o/er
%ain roles
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• 5election of products o/ered
• 7ar(ets the% serve
•
'an focus on both, but specialists dobetter
• Business travel
•
-eisure travel
Agent specialisation
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•7ostl% in cit% centers
• Targets residents and wor(ersnear b%
-ocation
• Bu% an e6isting one vs for$inga new one
8or$ation
&etting up ' running a travelagent
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E(isting ones vs$ Ne) ones
E*I&TING• 8igures available for
evaluation
• -o%al clientele
• oodwill
• Availableappoint$ents andlicenses with
principals
• 5ta/ retained
• :ce buildingavailable
+OR%ATION
• 'apital costs are high
• 3eeds to build acusto$er base
• 3eeds to contract withprincipals
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; o o $ %
< l e n
t % o f r a c (
s p a c e
' o $
f o r t a b l e
c h a i r s
+ n v i t i n g
' h e e r f u
l
B r i g h t a n d w a r $
c o l o r s
9
o o d l i g h t i n g
Location
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TA s,ills ' copetences
• 5uccess depend on)
D
7A3A&7&3T
D5&;=+'&
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GOO- %ANAGE%ENT
•'osts are (ept undercontrol
• 5ta/ are $otivated
• oes out to activel%
see( business ratherthan wait for it
GOO- &ERVICE
• &nsure clients aresatis>ed
• 4elp build a regularclientele
• &ncourage 7reco$$endations
• +ncrease the localshare of the $ar(et
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&i.e atters/
• Despite e6pansion) – 75T still re$ain s$all fa$il% run
businesses
– wner acts as $anagers
– 4ires ? to @ sta/
– -ittle specialiation in ter$s of division
of labour
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Advising potentialtravellers
7aintaining accurate>les on reservations
'o$puting airline other fares
7a(ing ;eservations
7aintaining anddeveloping stoc(s of
travel brochures
+ssuing travel tic(ets other vouchers
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+unctions o" a anager
7aintenance control of accounts
+nvoicing clients
&/ecting ban( reconciliations
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Custoer contact s,ills
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T!e custoer is al)as rig!t2
• &6pectations)
ar$th
enuine s$ile
Cnfailingl% cheerful
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+irst ipression
• Judged based on their appearance
– 3eat hair, suitable $a(e up for fe$ale sta/,good h%giene, overall good groo$ing and
wear a unifor$• Judged based on depart$ents "person*s
behavior or $anner#
– The wa% e$plo%ee sit, stand and wal(
• 3onverbal signals
– 5$ile, handsha(e, greetings, the wa% ofanswering a call, e%e contact, etcE.
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1$ Esta3lis!ing rapport )it!clients
• 7atch the products with custo$er needs
• 8or repeat business satisf% custo$erF
• 4ow is rapport built2
– &ngaging in client conversations " encouragethisF#
– aining their trust
– -earning about their needs
• 0udge how receptive the client is to newideas and how willing to $a(e a sale
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4$ Investigating clients’needs
•
Thoroughnessho is travelling the no. in the group
hen the% wish to travel for how long
Their preferred $ode of travel
Their choice of destination
hat the% e6pect to pa%
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5$ Presenting t!e products to t!eclients
•
&nsure that the sales person is awareof the needs
• Alwa%s provide alternatives
•
ften have to handle ob0ectives• 3eeds reassurance, not full%
understood the bene>ts, needs not
have been $et
8eatures Bene>ts
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6$ Getting clients to ta,e actions73 coitting t!eselves to t!e
purc!ase
• Ti$e to close the deal ta(e anactionFF
• 7a(ing the purchase
• 3ever push the client into the sale
• 5how interest and concern even afterreceiving the deposit and clientreturning ho$e
• ood selling techniGue grows withe6perience
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8usiness travel
• 'orporate travel
• 'apital spending is high andrelativel% price insensitive
•
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8usiness travel
• &6tre$el% de$anding custo$ers – -evel of service e6pected is high
– ;eservations at short notices
– &6pect docu$ents to be delivered totheir o:ce
– ;eGuires assistance in visa processing
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Ipact o" coputer tec!nolog
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Ipact o" coputer tec!nolog
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T!e "uture o" travel retailing
• +ntroduction of B?' in travelthreatens tour operators and travelagencies
• 'usto$er $ight start to put togethertheir own pac(ages
• 7ore de$and for tailor $ade trips
• 3ew $ethods of retailing productswill launch
• Traditional corner shops is set to
disappear