Thailand for the girls
THIS month, our mystery shopper
contacted four agents in the
Gauteng area for a girls’ holiday to
Thailand. The four ladies haven’t been
to Thailand before and are looking for
a nice relaxing beach resort, preferably
half-board accommodation and a
stopover for shopping along the way.
Our selling-orientated criteria:
10% Engage the customer by making an excellent first impression –
be interested, excited and enthusiastic.
20% Profile the customer, getting to know their needs in full,
their likes, dislikes and prior travels. Use consultative sales
techniques, not transactional questions only, and provide advice
about the destination.
10% Hook the customer, preventing their further shopping around, by
sounding like an expert.
10% Match the enquiry to the quote, providing two or three options,
ideally within the same day of enquiry.
20% Sell the holiday ideas and bring them to life. Don’t just attach a
quote.
5% Close the sale when you spot buying signals.
15% Convert the sale by creating a sense of urgency and asking for
the booking.
10% Persist if customers provide a reason why they can’t book –
attempt to overcome objections.
100% TOTAL
Agents are scored up to the maximum of the weighted percentages above.
Pentravel cresta
Randburg
Lee-Ann Habib-allah, the winning
consultant, was very friendly,
interested and engaging throughout
the call, getting to know our needs
in full and asking the million-dollar
question, ‘What is most important
to you about this holiday?’. She was
excited by our first trip to Thailand
and drew on her experience of the
East and suggested a few options,
explaining in detail what each would
provide. When I confirmed that we
liked to shop, Lee-Ann said two
nights in Bangkok should suffice and
suggested hotels that were close
to shopping areas. For a beach
experience, she suggested Phuket’s
Karon Beach because I had said
that we would prefer something that
wasn’t too busy. She asked about
the basics – when, where, how
long and passports – after she had
created excitement about our holiday
and then recapped to make sure
she had everything covered. Within a
couple of hours I received a further
call from Lee-Ann, advising me that
she had created a couple of quotes
best matching my needs and wanted
to tell me about them. She explained
why she had selected the particular
properties, always linking it back
to what my needs were and also
drew on personal experience, having
stayed at one of the properties. She
outlined why it was better to take
the direct flight, which fitted my price
range because I was only going to be
in Thailand for a short time. Lee-Ann
recommended both the properties
she’d selected and the airline, and
then concluded by saying she would
be on duty and available if I’d like to
chat about the quote over the next
couple of days. The mystery shopper
was highly impressed by Pentravel
Cresta and would only encourage
Lee-Ann in future to recognise buying
signals, create a sense of urgency
and ask for the booking.
Sure Penzance Travel
Alberton
This agent had a lovely warm
personality, opening the
conversation with: “Shoot! What
do you want to do and what do you
need?” I told her that we wanted
to go to Bangkok as we liked
shopping but I was not sure what
else as we had never been there
before. She queried whether we
also wanted to go to the islands,
somewhere like Phuket or Phi Phi,
and then asked about the duration
and date of our trip. After a quick
recap, she asked for my contact
details, our budget and what star
rating we would prefer for our hotel,
asking if a four-star establishment
was OK, which I opted for if it fitted
our budget. The agent promised to
get back to me with a few options.
While she was mainly transactional
in her questions and provided little
in the way of expert advice and
assistance, she was excited about
my needs and so created a level
of engagement, thus hooking me.
Unfortunately, the engagement
ended there. While I received two
options within a 24-hour period
they were just attached to separate
emails with no attempt to sell
whatsoever. A disappointing end to
a promising start.
XL Michelle’s Travel
Boksburg
While the travel agent
sounded friendly, the
when, where, how long,
interrogation lasted all of
two minutes. She asked
me about the style of
accommodation and when
I said I wasn’t sure and
needed help, she replied:
“OK, I will make it four-star.”
I was surprised that my
request for guidance had
been overlooked. There was
no attempt to understand
any of my needs, likes or
dislikes and, surprisingly,
not even my budget. The
agent’s last remark before
ending the conversation was:
“OK, I will request this and
will action it as soon as I
hear something.” After two
working days, two quotes
were received by email
with no attempt to sell the
holidays recommended. I
was left to review the email
attachments and hope that
they would meet my needs.
Lara Travels
Oakedene, Johannesburg
What a disappointing start.
Very little friendliness in the
tone of voice. She asked
me where I was looking
to go to and for how long,
how many people would
be travelling and whether
we minded sharing rooms,
followed by: “Are you only
looking at Phuket?” I said
friends had recommended
including Bangkok because
it was good for shopping. I
expected her to be excited
about this and agree but
she didn’t. I then prompted
her saying: “Well, is it good
for shopping?” She simply
laughed, said yes and
recommended two nights
in Bangkok and seven days
in Phuket. She advised me
that she would put together
some options and mail
them to me. There was
no excitement, no interest
and no enthusiasm at all.
The whole experience was
transactional and didn’t
differ in any way from what
a customer could achieve if
they went online. After six
days no quotes had been
received.
Sales tip
Sound like an exect and hook the client
The mystery shopper
was completely blown
away by the service
from Pentravel Cresta.
The agent almost got it
right and got a fabulous
score. This is the
example that all agents
should be following
and learning from. The
top scorer took the
time to get to know the
customer’s likes and
what was most important
to them about the
holiday. She used her
personal experience to
create a further wow and
hooked the customer
because she cared about
finding the right holiday.
Expertise isn’t just
about destination and
product knowledge, it’s
also about competence,
efficiency, engagement
and trust. The winning
agent had it all.
Get sales fit
The mystery shopper could soon be in your area. Sign up
for Travelinfo Plus’s sales training workshop, ‘Get Sales Fit’,
and make sure that you are delivering a service that the
travelling customer deserves, keeping our industry alive
and thriving.
The land of many happy returns
A SNAP survey on selling
Thailand among retail travel
agents and wholesale tour
operators, revealed that
respondents had a high
number of repeat business
requests, and its attraction
from a price point of view.
The survey, posted on eTNW
for a day, aimed to elicit some
idea of holiday patterns to
Thailand and to highlight gaps
– 265 readers responded.
Here are some of the points
High percentage of repeaters
Thailand’s ability to keep
visitors coming back is
seen in the graph at right.
Approximately 40% of
respondents indicated that a
quarter to half of their sales
was repeat business This
highlights Thailand’s variety
and diversity and the fact that
the country can be repackaged
and resold several times.
Potential beyond the obvious
Repeat visitors appear to
look for different experiences
on subsequent visits. Not
surprisingly, Phuket is sold to
a high percentage of first-time
travellers. However, repeat
visitors are more interested
in venturing off the beaten
track and are more likely to
visit other destinations on
a return trip. The graph at
right indicates that there is
a strong opportunity to sell
options that fall outside the
stock standard packages
that dominate the market.
Price, price, price
The fact that value for money
emerges as the biggest draw
card of travelling to Thailand
comes as no surprise,
considering the current weak
state of the rand. Being visafree
is a further attraction.
Political instability and
distance of travel emerge as
the biggest negative aspects,
however, the percentages are
relatively low. The relatively
high percentage for ‘None of
the above’ begs the question
as to what the other
negatives are.
Top tips
Travel agent and tour operator respondents offered these
tips in eTNW’s recent Snap Thailand Survey.
1 Bargain with the locals to get the lowest price possible.
Some of the sightseeing and Phi Phi transfers are also
cheaper if booked when in Thailand.
Nadine Norman (Pentravel – Port Elizabeth)
2 Take an empty suitcase and lots of spending money. Do
day tours and take days at leisure where you can browse
and explore. Spend at least two weeks in Thailand as
there is so much to see and do!
Nadia Horn (Selena Travel – Cape Town)
3 Be brave enough to explore off the beaten track. Thailand
isn’t hard to navigate and the people are very friendly.
It’s well worth looking for an authentic experience by
venturing further than the brochures suggest. Speak to
local hotel managers about things to do in the region.
Jennifer Moller (Travel Counsellors – Durban)
4 Visit the islands – they are absolutely beautiful. Don't
always go back to the same island and resort. Thailand
has so much more to offer. Take a Thai cooking course in
Kanchanaburi.
Leigh McLaren (Thompsons Travel – Cape Town)
5 Be respectful of the religion. Be modest. Be ready to take
your shoes off to go into temples. Avoid making jokes
about the Thai Royal Family.
Nicolette Bosch (Club Travel – Algoa Bay)
6 The colourful Bor Sang Umbrella Festival celebrates
traditional craftsmanship each January. Thailand
celebrates New Year in April at Songkran. Floating
candles and hot air balloons make Loy Krathong the most
romantic day in November.
Nooline van der Merwe (Global Travel Alliance –
Cape Town)
7 If you are going to learn at least one phrase, learn ‘mai
pen rai’, which means ‘never mind’ or ‘it’s nothing’. This
is a philosophy for Thai people and keeps them calm and
at ease. Exude positivity and it will be reflected back to
you – this is the Thai way of life.
Melissa Heisnah Seretse (AT&T Travel – Botswana)
8 Experiencing two beach destinations in one holiday is
a must. I would recommend hiring a jeep or scooter,
however make sure you have an international drivers’
licence to avoid issues with Thai police.
Tracey Visscher – Flightsite (Cape Town)
9 Travel agents should try to sell the northern areas of
Thailand and other areas that are less commercial and
well-known. Sell Thailand combined with other Asian
countries, especially those that are just opening up (eg.
Myanmar).
Jan Jenkins – Umvuselelo Tours & Travel (Centurion)
10 Don’t be scared to give western restaurants a skip and
eat where the locals eat – the food is fantastic, cheap
and also gives you such a beautiful understanding of the
people.
Rob Ferreira (Flight Specials – Secunda)
Quick Reference Guide
Tourism Authority of Thailand’s destination guide
Each tourism region within Thailand
offers the traveller something
different.
Bangkok:
Once in Bangkok, transportation
options are endless: tuk-tuks,
motorcycle taxis, the underground
MRT train, BTS Sky train or boat
rides on the Chao Phraya River all
connect to popular tourist sites.
An often-chaotic mixture of old and
new. Ancient temples stand across
from giant mega malls, and deluxe
condos tower over canal shanty
towns.
Shopping of all types, from
markets to slick shopping centres
filled with world-class designer
labels.
The heart of Thai cuisine, where
delicacies from every part of the
country can be found.
Offers a wide menu of family-style
attractions such as the Dusit Zoo,
snake and crocodile farms, theme
parks and traditional puppet
shows.
Phuket:
An island ringed by beaches, each
with its own atmosphere. Some
are great family spots, others draw
a sophisticated crowd, others
attract adventurers.
Boasts incredible water-based
excursions such as the Phi Phi
islands or Phang Nga Bay, a
marine park where canoeing is
possible.
Inland, Phuket Town, Patong and
numerous markets along the
coastline make for good shopping.
Patong is the centre of nightlife.
Muslim fishing villages, elephant
trekking in tropical forests,
Chinese architecture and Buddhist
temples fill the island with
interesting things to see and do.
Chiang Mai:
Chiang Mai is not only the capital
and cultural core of the Lanna
kingdom, it is also the centre of
Buddhism in northern Thailand.
The most important temple in
town is Wat Prathat Doi Suthep,
high on a hilltop.
The city is famous for its
handicrafts – silk, jade, paper,
wood and lacquer-ware products
are just some of those available.
To the east of the centre are
numerous factories where craftmaking
demonstrations are
offered.
Popular activities include elephant
riding and river rafting. From
Chiang Mai, trekking can be
arranged into the mountainous
countryside, where nights are
spent in hill tribe villages.
Krabi:
On the mainland, this coastal
resort is maturing as a tourist
destination and is increasingly
sophisticated.
It’s estimated that there are
around 200 islands around the
Krabi coastline, making for great
island hopping. Good snorkelling
and kayaking spots abound.
Just south of Ao Nang Beach,
around a rocky headland
and accessible only by boat,
Railay presents a tranquil and
extraordinary world.
Wat Tham Sua, or Tiger Cave
Temple, is a warren of natural
caves formed within a lush jungle
and home to monks who worship
in this environment.
Koh Samui:
A charming and quaint island with
interests for all ages and facilities
for all budget categories.
Perfectly suited to leisurely
exploration with all its oddities –
such as the mummified monk at
Wat Khunaran, the markets and
villages.
Offers a vibrant nightlife, especially
alongside its main beaches of
Chaweng and Lamai.
Emirates:
With seven daily flights on its
Dubai-Thailand route, Emirates
offers the largest number of seats
into Thailand compared with any
other international carrier.
Bangkok is served twice daily by
Emirates’ A380s.
Emirates flies daily from Dubai
to Phuket, giving South Africans
direct access to the island.
Emirates Holidays offers a
selection of packages to suit
different requirements and
budgets.
Holiday Tours:
Holiday Tours maintains a live
inventory on point-to-point Thailand
packages on its website.
Point-to-point travel can be quoted,
booked and paid for online.
Rates are competitive.
Singapore Airlines:
Singapore Airlines offers a daily
service from Johannesburg
and four weekly flights from
Cape Town via Johannesburg to
Singapore, where there are the
following options to travel to
Thailand:
35 weekly flights to Bangkok
Five weekly flights to Chiang Mai
on SilkAir.
35 weekly flights on SilkAir to
Phuket
Seven weekly flights on SilkAir to
Koh Samui
Passengers from South Africa are
entitled to S$40 (R360) worth
of Changi Dollar Vouchers for
shopping and dining or exclusive
access to the Ambassador Transit
Lounge.
Thai Airways:
The only airline operating direct
flights from Johannesburg to
Bangkok, with short transit times
on most of its connecting flights.
Competitively priced fares for
onward destinations in Thailand
and neighbouring destinations.
Thai Airways’ Royal Orchid Holidays
offers special discounted prices
on selected Thai accommodation.
Agents can customise packages
to meet clients’ needs with ease.
Thompsons Holidays:
Thompsons has extensive, longtime
experience in packaging
Thailand holidays.
Staff have in-depth knowledge
of beach and inland locations
and a wide variety of special
interests.
Attractive specials are constantly
compiled and publicised to the
travel trade.
Trafalgar Tours:
Trafalgar’s new Secrets of Thailand
itinerary is based on its ‘At
Leisure’ style of travel offering
longer stays, later starts and more
free time.
Insider Experiences range from Tai
Chi exercise sessions to a Thai
massage in the grounds of the Wat
Pho temple.
Trafalgar takes small groups
with a maximum capacity of
26. Departures for as few as
10 guaranteed passengers are
definite.
Various extensions and
combinations meld the itineraries
together for a wider Indochine
experience beyond Thailand.
Uncovering Thailand’s secrets
Trafalgar’s Secrets of
Thailand tour is priced from
R28 475 per person twin
share.
The itinerary includes a
visit to the world’s highest
alfresco restaurant to
experience night views,
learning Tai Chi at Lumpini
Park and a short trip by
local tuk-tuk to the oldest
temple in Bangkok, Wat Pho.
In Kanchanaburi, travellers
board a local train for a ride
across wooden viaducts,
which offer fantastic scenery
along the Kwai River. They
then fly to Chiang Rai and
experience a long-tailed boat
ride along the Mekong River
in the Golden Triangle, where
the borders of Thailand,
Myanmar and Laos converge.
There’s also a visit to the
Ban Mae Kampong homestay
for a Be My Guest lunch. The
trip ends with a traditional
Kantoke presentation of
northern dances and a
highlight dinner.
Free ticket for group
bookings
Changi Airport Group
is providing a free ticket
for MICE groups of 15 or
more passengers travelling
on Singapore Airlines
and SilkAir to Singapore
and beyond. The offer is
available for bookings made
before October 31 for travel
until March 31, 2015.
For non-MICE groups,
Singapore Airlines offers
one free ticket for groups of
more than 20.
Bustling city meets beach
Thompsons Holidays is
offering a Bangkok and
Phuket combo package from
R12 423 per person. The
package includes flights
from Johannesburg to
Bangkok and Phuket with
taxes, transfers, two nights
in Bangkok and five nights
in Phuket with breakfast
daily. The offer is valid until
June 30.
Thai promo fares on offer.
Thai Airways is running two
promotional fares for flights
departing from Johannesburg
to Bangkok and beyond.
The Thailand and Network
promo, which is valid for sales
and travel from now until
March 31, includes all-inclusive
fares from R8 600 for Thailand
and R9 900 for selected
destinations in Asia.
The Winter Special promo
offers all-inclusive fares from
R8 800 for Thailand and
R10 000 for selected Asian
destinations. It is valid for
sales until June 30 and travel
from April 1-June 30.
