64 DESTINATION DIALOGUE
Latin America
DIVERSE AND EXCITING, LATIN AMERICA OFFERS HUGE POTENTIAL TO AGENTS IN THE KNOW. SELLING LONG HAUL JOINED AGENTS AT THE RECENT INAUGURAL 'EXPERIENCE LATIN AMERICA' EVENT DESIGNED TO REALLY GET UNDER THE REGION’S SKIN. JULIE BAXTER REPORTS
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THE DETAILS WHEN: JUNE 18, 2014 WHO: SELLING LONG HAUL, LATA, AIR EUROPA, ARGENTINA, PERU PANAMA, URUGUAY AND QUITO WHAT: DESTINATION DIALOGUE WHERE: CANARY WHARF WHY: LEARN ABOUT THE REGION
What are the most popular Latin America destinations from the UK? Latin America’s top fi ve destinations remain relatively consistent: Peru (thanks to Machu Picchu), Brazil, Ecuador, Argentina and Chile, with Mexico always a strong contender too. Up-and-coming favourites include Panama, Nicaragua and the Galapagos Islands.
T
he Latin American Travel Association (LATA) was formed in 1992 with just four members.
Today it is made up of 240 airlines, hoteliers and tour operators actively working to raise awareness of the region and support UK trade sales. Its growth refl ects the growing demand for travel to this diverse region and it's a trend which seems sure to continue.
THE CONTEXT
Brazil’s hosting of the World Cup has turned the focus of the world onto Latin America and raised the profile of the whole region. LATA and its partners are working to build on this publicity and the growing consumer interest. Claire Antell, LATA's former
secretary
said: “With the publicity around the World Cup there is no better time to learn about our destination. It is a hugely diverse continent with great gastronomy, huge cultural interest and amazing natural attractions. "Add in the increasing number of cruise and sustainable eco-options and it really does offer great potential for travel agents.”
THE CHALLENGES
Although some airlines such as TAM and British Airways do fly direct from London Heathrow to Latin America, many more access points are available via European hubs such as Madrid with the likes of Air Europa and LAN. European connections are often more straightforward than those
Latin America is big and clients often imagine they can see and do much more in a single trip than is realistically possible. Tackle this by encouraging them to focus on their ‘must-sees’ so they explore smaller areas – perhaps just two or three countries – in detail rather than overstretching themselves. Public unrest does occur from time to time in the region and this can understandably create nervousness among the public. Agents need to stress the fact that these are isolated incidents and are rarely related to tourism.
THE OPPORTUNITIES
Latin America is an exciting part of the world for travellers and a profitable one for agents. There are already at least 55 UK operators featuring the region with more being added all the time.
As a large and diverse region, the need for specialist knowledge and advice is obvious. This offers great
potential for the trade as most consumers will need an expert to help them plan and book their trip. Once in the region,
routed via the US as luggage can be checked through to the final destination. Agents are advised to check
connecting times carefully as low-cost tickets may involve a long lay over.
domestic airline routes are plentiful and relatively inexpensive, so linking key sights together is relatively easy.
Also, UK travellers do not require visas for most Latin America destinations.
How do I counter the perception that
Latin America is just too expensive? Encourage clients to book early for the very best airline deals and check out the Skyteam global alliance partners for some very competitive rates on global itineraries and passes. And remind clients that internal fl ights
are very reasonably priced and that the cost of eating out and visiting attractions is all very manageable. Once they are there, they will see that
Latin America is a region of the world packed with good-value options and numerous activities.
Questions from the fl oor
Will my clients be safe? In the past some of the region’s cities have had an undeniable problem with crime, but over the last 10 years the main problems have been dealt with and security is no longer a serious issue. There is less poverty and a bigger middle class in the region now, and while of course travellers need to take sensible precau- tions, the perception that the region is dangerous is no longer correct – with a very few exceptions. Agents can overcome any such client
worries by working with operators linked to a ground handler with plenty of appro- priate local knowledge and experience.
www.sellinglonghaul.com
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