When it comes to booking travel groups, one must consider the size of the group that the advisor and the ship can effectively manage. For example, travel advisor Freed limited a group of her neighbors to 41 people on a cruise with Royal’s sister brand Silversea. Although she could have easily sold tickets to 100 individuals, Freed recognized that managing such a large group would be overwhelming. On a small luxury ship, dining together every night is feasible up to a certain point. It is crucial for advisors to assess their capacity and ensure that they can provide a personalized experience for each group member.
Booking groups not only expands the clientele for travel advisors but also introduces them to new clients they may not have met otherwise. The sense of community built around a group trip can be enticing to individuals associated with the group who are unable to participate. This Fear Of Missing Out (FOMO) factor may motivate them to join the next group trip or book a similar vacation through the travel advisor. Once advisors are comfortable organizing group trips, they can consider expanding their business to cater to more complex needs, such as corporate meetings, incentives, or ongoing education.
After a trip is over, the focus shifts to retaining the newly acquired clients and building a larger client base. One of the key factors in client retention, according to Freed, is proactive communication. She emphasizes the importance of maintaining a strong connection with clients to prevent them from seeking services elsewhere. Research by Royal Caribbean revealed that a significant number of clients switch travel advisors due to a lack of connection, not necessarily due to poor service.
Regular communication with clients is essential, especially for those who may only book one vacation per year. While email and social media are valuable tools for staying in touch, Freed takes it a step further by sending handwritten cards. Personalized cards for birthdays, weddings, thank-yous, and holidays help advisors stay top of mind when clients are ready to plan their next trip. Knowledge of clients’ family details, such as children’s names and ages, allows advisors to send thoughtful notes for special occasions like graduations.
The goal for travel advisors is not just to secure bookings but to establish long-term relationships with clients. By investing time and effort in maintaining connections, advisors can ensure that clients remain loyal and do not seek alternatives. Customized communication strategies, such as handwritten cards and personalized messages, are effective in fostering a sense of trust and loyalty among clients.
Building and maintaining client connections in the travel industry is a multifaceted process that requires personalized attention and proactive communication. By understanding the importance of group size, booking advantages, and effective communication strategies, travel advisors can establish lasting relationships with their clients and secure repeat business.