When it comes to organizing group bookings in the travel industry, the size of the group plays a crucial role in the overall experience. Travel advisor Freed, for example, decided to cap her group at 41 people for a cruise with Royal’s sister brand Silversea. Despite being able to sell up to 100 spaces, there is a limit to how effectively a group of this size can dine together every night on a small luxury ship.
One of the key advantages of booking groups is the opportunity to connect with a new set of clients who may have otherwise not crossed paths with the travel advisor. These clients may come from a specific community or share a common interest, making them more likely to engage with the advisor on future trips. Furthermore, if a member of the group is unable to make it on a particular trip, the fear of missing out (FOMO) can motivate them to book the next group excursion or a similar trip with the same advisor.
After successfully managing group bookings, advisors are encouraged to explore more complex business opportunities. Freed suggests reaching out to contacts within big or midsize companies to organize group trips for corporate meetings, incentives, or ongoing education. These types of bookings not only expand the advisor’s client base but also open up avenues for more lucrative and diverse business engagements.
Once a trip is over, the focus shifts to retaining and nurturing the newly acquired client base. It is crucial for travel advisors to proactively engage with their clients to ensure that they do not seek services elsewhere. Research by Royal Caribbean has revealed that a significant percentage of clients switch travel advisors due to a lack of connection or indifference. Building a strong rapport with clients through regular communication via email, social media, and personalized gestures is key to maintaining loyalty.
Freed emphasizes the importance of personalized gestures, such as sending handwritten cards, to keep clients engaged and top of mind. By keeping track of important milestones like birthdays, anniversaries, and children’s names and ages, advisors can tailor their communication to resonate with clients on a deeper level. These personalized touchpoints not only strengthen the bond between the advisor and the client but also increase the likelihood of repeat bookings and referrals.
Group bookings offer travel advisors a unique opportunity to engage with new clients and expand their business horizons. By effectively managing group size, nurturing client relationships, and maintaining a personalized approach, advisors can build a loyal client base and set themselves apart in the competitive travel industry.
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