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LESSONS
IN LUXURY
Now more than ever, investment in training will pay dividends for premium agents,
who should be tooled and schooled for when bookings see an upswing. Samantha
Mayling talks to key luxury players who believe in the power of education
T
raining is crucial for any agent, but particularly had been made – but firms were missing skills, and wanted
important for luxury specialists who need to to reinforce people who were left, so since then business
keep ahead of clients’ knowledge of resorts has been good.”
and suppliers, offer exceptional service and Travel Counsellors is boosting luxury training as the
cultivate their sales techniques. And senior managers are homeworking group’s upmarket sales continue to grow. Its
increasingly recognising the benefits of training, according TCTV broadcasts feature luxury suppliers and it has been
to Claire Steiner, chairman of education and training at the giving intensive training for Suitcase, its own in-house tour
Institute of Travel and Tourism. operation. Travel Counsellors can also attend educational
“When the recession ends, if you have up-skilled your trips through Suitcase to destinations such as New York,
staff, you’re well placed for recovery,” she says. “It is the Seychelles and Dubai.
shortsighted not to let people attend fam trips – they are
relatively cost-free ways of rewarding and training staff, and FAM-TASTIC OPPORTUNITIES
they boost morale and training in a recession.” Nearly all agents agree fam trips are the best form of
training, although they are selective about which ones they
THE GUCCI FACTOR attend. Meanwhile, operators obviously view fam trips and
Professional development consultant Hoda Lacey says: other training as a two-way street; if they invest in agents
“Selling luxury holidays has more in common with selling they expect the reciprocal benefits.
other luxury goods. A salesperson trained by Vuitton, Gucci ITC Classics sales manager Jonathan Bellamy has been
or Burberry may be more successful selling luxury holidays seeing a good return on his investment, citing a recent
than someone with specialist travel sales training, which example of sessions with Go Travel branches which greatly
tends to be mainly directed at the mass market.” boosted sales and resulted in a successful fam trip to
Despite the recession, most agents do not appear to Mauritius. “This led to a really big booking, thanks to an
have cut back, while some, such as Haslemere Travel, agent seeing the Four Seasons Anahita and matching it
have increased training this year. perfectly to a client,” says Bellamy.
Gary Grieve, founder of training firm Capela, says: Esther Ward, Qantas Holidays market development
“Everyone battened down the hatches during September manager, also reports a “huge ROI” on her annual VIP
to November 2008. By January-February redundancies incentive trip for 20-30 Qantas Achievers. The operator has
now launched a Cruise Achievers programme to promote
its expanded portfolio of more than 75 fly-cruises.
Caribtours hosts five fam trips a year, and sales and
marketing executive Camilla Barrett says: “We strongly
6
Brainstorming: Cadogan Travel’s Break the ice: Kuoni’s Dawn Butcher
Bert Hyett says events such Aito uses brain teasers and games to
believe an agent who has seen and experienced an island
conferences offer “unrivalled learning encourage staff to open their minds
or hotel first hand is ten times more likely to be able to sell
opportunities” as he shares ideas with – including a video game where most it with confidence.”
fellow agents fail to spot the person in a gorilla suit.
ttgluxury has its own series of fam trips, the ttgluxury
Experiences, which allow readers to see and experience
Opportunity knocks: Capela’s Gary Support staff: Jackie Steadman of
Grieve emphasises lifetime value: Travel Time World is sure to give staff
the five-star aspects of destinations. It ran agent trips to
hook customers in your first meeting travel expenses and time off to attend
Anguilla and Tenerife in 2009 and more are planned for
2010, including Australia and Jordan.
TOP TRAINING
as they could spend more than training. Staff enjoy team-building
TIPS FOR
£100,000 over 25 years events such as charity pub quizzes,
A lack of resources can mean agents have to turn down
AGENTS
theatre trips and supplier dinners.
some trips, according to Cadogan Travel – but the agency
Speak their language: Hoda Lacey
says agents need to “walk a mile in Lead by example: Haslemere Travel’s
still tries to ensure each member of staff manages to
their Jimmy Choos and get to a Gemma Antrobus says all staff, from
attend about three trips a year. “We do avoid trips with lots
position when as a retailer you are new recruits to bosses, must develop of hotel visits, though, as they’re not so productive for us,”
comfortable in your own skin”. She continually. Regular chats ascertain
says manager Bert Hyett. “Being professionals, we under-
adds: “This is not the time to suggest areas of weakness and the best ways
stand what clients like. You think ‘Mr and Mrs So-and-so
how clients could save money.” to approach them.
would like this destination’.”
With fam trips being time-consuming, agents
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