Don't sell yourself short!

T
RAVEL agents report that
the marketplace seems
price-sensitive at present,
but key industry players say it
is all a perception and agents
should not sell themselves
short by only presenting clients
with budget-friendly products
for fear of missing out on a
sale.
Quinten Barnard, head of
marketing of Cruise Corner,
says it makes sense that
agents are increasingly worried
about losing potential clients
because their offerings are
too high, considering that the
economy is under pressure.
“Agents are afraid that if their
offerings are too high, they
may miss out on selling a
budget or mid-range holiday.
At the same time, they are
afraid that if their offerings are
too low, they may miss out on
selling a luxury or super-luxury
holiday.”
Alexis Bekker, head of sales
and marketing for South Africa
and Africa of LUX* Resorts,
confirms that price isn’t always
the deciding factor for clients.
“Some people save up and
look forward to their holidays.”
She adds that, while it is
true that the economy is
putting budget and mid-range
consumers under pressure,
it is nothing new for them
to shop around for the best
deal. “This has always been
an industry norm, regardless
of the economy. Furthermore,
we have seen more agents
lose potential clients because
they aren’t giving them what
they’re looking for, rather than
because of the price of the
offering.”
The growth that industry
players have seen in varying
markets supports this
argument. Vicky Steinhardt,
product manager of
Pentravel, says budget and
mid-range markets are still
very strong, while Candice
Perry, marketing, media
relations and social media
co-ordinator of Thompsons
Travel, reports steady growth in
bookings across all markets.
Furthermore, Alexis and
Michelle Bergset, area leader
of Transformers of Flight
Centre Travel Group, have both
seen a good increase in luxury
and super-luxury markets.
Alexis advises that, when
trying to gauge how much
a client is willing to spend,
agents should keep in mind
that they have usually done
research online and know what
they’re looking for. “Agents
shouldn’t be afraid to ask
clients exactly what they are
looking for. They also shouldn’t
be afraid to offer a more luxury
product, but if they do, they
must make sure they highlight
the benefits and make it clear
why one brand stands out from
the rest.” Michelle agrees:
“Budget gets the customer
dreaming, but every good
agent knows that luxury is
what keep them coming back
for more.”