report | agent training
Knowledge is important, but incentives make
taking these programs even more appealing. “We get bombarded with tons of fam trips and opportunities and training every day, so you have to pick and choose. Ones that offer special incentives are appreciated,” says Staci Blunt of Vacation Visions in Chandler, Ariz. In order to be a true specialist, most agents
feel it’s important to visit the country, and many national tourist organizations offer their specialists a chance to do so. “I object to the specialist programs where you
just watch a webinar, answer some questions and don’t have to travel to that place. Te programs I’ve done that require me to travel to a destination make me a better agent,” says Barbara MacKenzie of Australia New Zealand Travel Source in Hopkins, Minn. In addition to visits, the best specialist
programs provide up-to-date information on what’s going on in the destinations and with their ships or properties, so agents are able to better book the product. “We don’t want to create a platform that is ‘a
one and done’ but, rather, a place where our travel partners will return to when we have updates,” says Aimee Price, manager international sales training for Royal Caribbean Cruises. “Our 2016- 17 deployment had some major changes. We let travel agents know about it and had a pretty high return rate to learn about those changes.” Royal Caribbean’s experience is the ultimate
goal of specialist programs — to create communication between agents and suppliers that will establish a true partnership so both parties can do their jobs better. n
52 | ASTAnetwork | fall 2015
CASESTUDIES
OMNI HOTELS & RESORTS Omni Hotels & Resorts is in the process of revamping its Omni Travel Advisor University specialist program to educate agents on a shift in its portfolio. The new program will be launched in Q1 2016. Before, the company concentrated on the
corporate market to help fill its urban hotels. Although its portfolio was previously primarily comprised of urban hotels, it’s acquired a growing number of resorts in recent years and has a total of 15 to date. The program is currently under development
and will be offered in both audio and text. It’ll include chapters on individual hotels and resorts, as well as information on destinations where properties are located so clients know what to do when they get there. “The benefit to us is to make sure agents
understand what they’re selling. We look at agents as an extension of our sales team, and we want to make sure they understand all the brand benefits,” says Michelle Simmons, Omni’s corporate director of business travel sales. The benefit to agents is being able to better
sell Omni Hotels, and if the company continues its previous incentive, agents will receive a complimentary night at an Omni hotel with the purchase of one night at an agent rate.
omnihotels.com
HAWAII VISITORS AND CONVENTION BUREAU The bureau has updated its Hawaii Destination Specialist Program, launching the statewide version in February this year and the individual islands courses in the following weeks. Agents who complete the two statewide
certificates and one of four additional programs for the various islands become Island Master Specialists and can participate in a five/seven- night fam trip focusing on that particular island. Those who complete all six certifications will become Hawaii Destinations Specialists and receive a fam organizer to create their own self-guided fam tour. The purpose of the Hawaii Visitors and
Convention Bureau’s new marketing strategy, of which the specialist program is a key element, is to define and differentiate each of the islands. It’s also focused on what it calls the ‘Hawaii target traveler’. “We put an emphasis on those who have
never been to Hawaii,” says Robyn Basso, senior director travel industry partnerships. “That person is someone who has taken at least one leisure trip outside the US of five nights or more in the past three years. They’re very interested in visiting Hawaii and likely to visit within the next five years. Our focus is converting the people who fit that profile.”
hvcb.org
IMAGE: GETTY
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