How to Work Your Online Travel Leads

Michael CottamPresident, Visual Itineraries

9 April 2015

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Agenda A little bit about Michael What makes an internet lead different Top mistakes when working internet leads Best practices for working internet leads

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About Michael

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About Michael Co-founded TheBigDay honeymoon registry

Started in 2001; sold in 2008 Dispatching leads to 130+ travel agents Measured EVERYTHING against close rates

Founded Visual Itineraries Started in 2010 Almost 400 agents using these tools

Truckloads of lessons learned!

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Internet Leads are Different They’re not monogamous

They’re talking to other travel agents too They’re also shopping direct, and via OTAs They have no loyalty to you (at least at first) It’s like online dating for them

They won’t initially see your value Unless you educate them:

It’s all about price Booking through an agent costs more

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How They Shop It’s like they’re walking through stores at the mall, flipping over price tags on whatever catches their eye Generally when they ask “how much”:

They don’t REALLY want a quote/itinerary They’re trying to figure out what’s there that they

like and is in their price range What’s a good close rate on “new to you” leads?

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How They Learn They found YOU on the internet

Because they like to search, learn, explore online

Pictures & videos matter Reviews matter

Most people seem to understand the quality issues with TripAdvisor, Google reviews, etc.

FYI: www.oyster.com

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Top mistakes Getting quotes for clients who aren’t ready Failing to establish your credibility Failing to establish your value vs. OTAs Not recognizing where they are in the process

They often will ask about specific resorts before they’ve decided on the destination

Spending too much time assembling “brochures”

Trying to show them resorts without sending them to the resorts’ websites

Not giving enough info on the resorts So clients go to Google, find the resort, book

direct or with an OTA

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Best Practices:

Make it Personal!

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Best Practices - Personal Get personal

Your photo: on your website, in your emails Let them hear your voice: get them on the phone Even better: use Skype Ask, ask, and ask again

Seeing you & hearing you makes you human!

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Best Practices - Pricing Educate them on how pricing works:

They don’t know about price matching They think booking direct must be cheaper They don’t understand taxes, airport fees, etc.

(what’s included/what’s not)

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Best Practices - Credibility Establish your credibility

They haven’t read your bio—they were looking at the awesome overwater bungalow

Be brief, but impress them! Destination training &

certifications FAM trips/site inspections

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Best Practices – Your Value Educate them on your value:

Your contacts at the destination Handling re-bookings/changes/etc. “I wish all the hotels looked as good as they do in

their pictures” When problems happen, which clients get

bumped? Get an expert & personal assistant at little or no

extra cost Tell stories of how you’ve helped clients in a bind

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Best Practices – The Process

Be clear on the process: We’re going to establish a rough budget I’m going to learn your style, likes & dislikes,

what’s most important to you I’ll show you many places I recommend

Give you an idea of nightly rates/airfare ranges Let you whittle it down to a few that feel just right

Once you have it narrowed down: Now, I’ll look for specials, best pricing, etc. from all my

various suppliers

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Best Practices:

Show me! Show me! Show me!

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Best Practices – Visual Tools

Use visual tools to show the client choices Photos, videos, virtual tours, maps, etc. They’ll usually do a little bit of reading, but a

whole lot of looking Try not to send them to the resorts’ websites

But expect that they will go there themselves anyway Give plenty of choices at first (5 or even 10!)

If you use VI, put all the resorts in 1 itinerary so they can look at them side-by-side

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Best Practices – Your Tools Use online tools to get specials/rough

pricing quickly, early in the sales process Use online pricing from your favorite supplier to get an idea If you use VI, use the travel specials search tool:

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Best Practices – Your Tools Use CRM tools or a system to organize your

work with each client ClientBase, Outlook folders, calendar reminders Don’t wait for them to get back to you Follow up more than you think you should

If you use VI, use the reminders tool

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Summary Build the relationship: make it personal Educate the client early Don’t quote till it’s really time Leverage tools:

Be more professional Keep the client excited about their options Spend less time pushing paper/emails, and you

can work more leads at once

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Questions?