Luxury is lucrative
Helicopters, private
butlers, personal
concierges, the finest
cuisine … the things dreams
are made of. For many travel
consultants, selling luxury
holidays can be a bit of a
nightmare – but it doesn’t
have to be.
Kathy Corser, product
manager at Beachcomber
Tours, says South Africa’s
travel and tourism industry
is often perceived as being
price sensitive “with a
misconception that each
client is after the cheapest
possible option”. She
believes one of the reasons
for this is advertising.
However, she adds that
there is “most definitely”
a market for luxury travel
options.
Md of World Leisure
Holidays, Ramesh
Jeenarain, says although
there is a large portion of
the South African market
that is budget conscious,
there are also many South
Africans who have the
disposable income to afford
a luxury trip. “Luxury travel
also gives a more enriched
experience and often
comes with many addedvalue
benefits and luxuries,
starting with the room type,
room amenities and staff
attention, to mention a few.”
“The majority of clients
shy away from answering
a ‘what’s your budget?’
question – so our
suggestions would be to
quote a range of prices to
test the water and then
continue the consulting
process once clarity is
gained about the price
bracket,” Kathy advises.
According to Jane
Davidson, director at
Development Promotions,
there are a lot of travellers
who aren’t concerned
about the cost of a specific
holiday, such as Antarctica.
“The customer just wants to
be sure they’re getting the
right product, relevant, up-todate
and correct information
and, most importantly, great
service,” she says.
Wouter Vermeulen, gm
South Africa of Air France
KLM, says the luxury travel
segment has shown strong
and stable demand over the
last few years, indicating
that there is a market for
unique and exclusive travel
experiences.
“Taking a flight is
escapism; people want
to enjoy their time in the
sky. Air travel has long
had a reputation for being
glamorous and that’s why
people want it to feel
luxurious,” says Jimmy
Eichelgruen, Delta’s sales
director Africa, Middle
East & India, adding that
the luxury sector provides
a more personalised
experience and the air of
exclusivity can be a real
selling point.
Less demand, more
repeats
It stands to reason that
demand for luxury travel
is not as high as that for
budget or mid-range trips.
At Development Promotions,
Jane says there are
fewer requests for luxury
products than for the more
contemporary brands, due
to the higher price tag.
But Kathy points out that,
while the luxury segment
is smaller in comparison
to other products that
Beachcomber Tours sells,
support for the higher-end
products is “fairly consistent
year-on-year, with many
repeat clients returning
annually to the brand they
have a relationship with and
where they know they will be
welcomed back like an old
friend”.
Lize du Plessis, sales and
marketing manager of Perfect
Destinations, encourages
more luxury travel sales for
similar reasons. “The great
thing about securing a luxury
client is that you will most
likely have a client for life.”
She explains that, generally,
those who buy high-end travel
packages prefer to work
with an agent who knows
their needs. “It provides a
wonderful opportunity to
properly understand a client
and then find just the right
itinerary for them. This is
exciting and very rewarding…
when selling luxury one has
the opportunity to astound
on so many levels and the
opportunities to delight are
endless. Understanding the
client is key to this.”
According to Ramesh, since
luxury products serve a niche
market, they aren’t volume
driven but appeal to repeat,
quality clientele.
Janine Pretorius, sales
manager of Encore Cruises,
says the luxury travel market
in South Africa is growing
year on year. “There is an
enormous opportunity for
agents to tap into the luxury
market.”
Levels of luxury differ
Nic Griffin, ce of the
Thornybush Luxury Game
Lodge Collection, says the
term ‘luxury’ has a variety of
meanings to different visitor
source markets, but without
a doubt implies ‘exceeding
expectations’. “Comfortable
accommodation, good and
varied food offerings, excellent
game viewing, experienced
rangers and trackers, and
friendly helpful staff are the
most referred to touch points
as reported on travel websites
like TripAdvisor,” he says.
Within the Beachcomber
collection, Kathy says ‘luxury’
is unquestionably the tailormade
service at Royal Palm
Beachcomber, due to its
“anticipation of each guest’s
needs before they realise it
themselves, and attention to
detail”.
Jane says the luxury
products offered by
Development Promotions are
generally five-star and upward
experiences in the cruise
category, such as Regent
Seven Seas Cruises, where
everything is included. But
luxury can also be out of
the ordinary and bucket-list
destinations. She cautions:
“Luxury does not constitute
high pricing, which is
sometimes a misconception.
Many agents are always
seeking the ‘cheapest’ price
as opposed to the best-suited
product and price for their
client to close the sale.”
On its luxury portfolio,
World Leisure Holidays has
partnered with hotels and
resorts where five-star is
the minimum requirement.
“They all strive to exceed
guest expectations by
offering unique and tailored
experiences,” says Ramesh.
Flying in style
Air France has introduced
La Première airfares,
which are specifically
targeted at the luxury
leisure traveller. Options
available include fares
with an advance purchase,
a four-day weekend travel
option or a mini group
offer.
Wouter Vermeulen of Air
France KLM says: “These
fares are substantially
lower than our ‘standard’
La Première fares. By
offering an alternative,
you are not only servicing
your client better, but
also making sure they are
aware that a tailored offer
is possible.”
He reminds agents to
provide all the benefits
of the La Première
product: “For example,
the dedicated La Première
contact number in Paris
that is open 24 hours a
day for travel agents and
customers, our meetand-greet
service that
enhances a customer’s
airport experience by
ensuring smooth passage
to the aircraft in South
Africa and Paris, and, of
course, our dedicated
La Première lounge at
Charles de Gaulle, which
provides space to work,
relax or enjoy fine dining
with meals prepared by a
Michelin-star chef.”
Wouter also points out
that the La Première
suite is at the top of the
airline’s product range.
It is available on Air
France’s entire Boeing
777-300 fleet and is
expected to be on board
the A380 fleet in the near
future.
Do your homework and understand clients’ budgets
WHILE demand in the luxury
segment is not as high as
for lower budgets, industry
stakeholders agree that the
reward is greater. But many
travel agents are reluctant to
work in this space for fear of
putting the client off with high
prices.
There are some steps
consultants can take to
secure sales for the high-end
customer.
“Be fully informed about the
luxury product you are trying
to sell,” advises Kathy Corser
of Beachcomber Tours. She
says agents should ask
probing questions such as
what sets the product apart
from its closest competitor
and what unique selling
points should be mentioned
when quoting the client.
She advises consultants to
request marketing material
from suppliers and to include
images with quotes. “It is
always a good idea to check
online ratings platforms such
as TripAdvisor and pick up
the last one or two fantastic
reviews to include with the
quote and images.”
Similarly, Jane Davidson,
of Development Promotions,
says agents should know
what they’re talking about
when selling high-end
products. “If [consultants]
haven’t experienced the
product first hand, rather
source a contact at the
operator who knows the
product and/or destination.
Let that person assist in
closing the sale and give the
client confidence that they’re
booking with the right agent.”
She adds that a little bit of
research will go a long way to
close a big luxury sale.
Agents should also
inform customers of a
supplier’s “entire offer”,
advises Air France KLM’s
Wouter Vermeulen. He says
familiarising yourself with
the different types of airfare
options on offer helps to
build the proposition for the
customer.
Understanding the client
is the first vital step for
Lize du Plessis, sales and
marketing manager at Perfect
Destinations. From there, she
says travel agents should
highlight unique selling
points that match the client’s
expectations, needs and
desires. “Know the product
you are selling and point out
the value in the package
and why you have chosen it
for them. They will love you
for it.”
Encore Cruises sales
manager, Janine Pretorius,
says be a great listener. “You
need to really listen to what
is important to your client in
this trip and what they liked/
disliked about their previous
trip. Be confident in your
opinion… concentrate on the
added value.”
What not to do
Kathy feels that consultants
who make the mistake of not
fully acquainting themselves
with a product lack assertion.
“They must ooze confidence
when presenting the options
to their client. They should
also be ready to answer why
the cost is so high, what
makes the product unique
and luxurious and why it is
worth forking out top dollar.”
Lize warns against judging
a client’s budget. “Expensive
for you is not necessarily
too costly for them. Do your
homework and understand
their budget, then be
confident in the package
you have recommended. An
agent should not undersell
themselves or the value they
are offering, [which is] of
even more importance when
the spend is high,” she says.
When selling luxury
products, Janine says agents.
should avoid getting “caught
up in ‘oh my gosh, that cruise
is $1 400 per night’ [and
rather] sell the experience”.
Quoting a past client, she
says: “The quality is always
remembered, long after the
cost is forgotten.”
Ramesh agrees, saying
agents often don’t qualify
their clients correctly and
tend to focus too much on
price and not enough on
value. “Luxury properties
need to be positioned on
experience and not price.
One would not sell a
Mercedes-Benz on the fact
that it gets you from point A
to point B. but rather on its
build quality, style and how it
makes you feel.”
Ross Volk, md of MSC
Cruises, reiterates that
focusing on price rather than
experience, quality, type of
holiday and the client’s wants
and needs, is a common
consultant mistake. “The
great thing about cruising is
that people can create their
experience.”
Packaging do’s
Any type of luxury package
must always include private
transfers, says Kathy,
suggesting that a choice of
standard vehicles, upgraded
luxury sedan and an SUV
option are offered. Other
tips include checking on the
amount of luggage the client
will be carrying; checking if a
helicopter transfer option is
available; getting a rate for
a business-class upgrade;
finding out whether there’s
an option to purchase
lounge access at the airport
should business class be
declined; and making sure a
meet and greet is included
in the quote.
Jane advises agents to
make the package as allinclusive
in the pricing and
arrangements as possible.
Also, establish whether
passengers are loyalty
members and if they are
due any rewards and/or
discounts.
Even high-end clients want
to see value for their money,
says Lize. “Remember to
include value-adds, even
if it is something as small
as free WiFi in the rooms.
Some properties even have
a personal butler who will
tend to your clients’ every
need while on holiday. Give
them prices to upgrade
rooms or flights and explain
the benefits of doing so.”
Ramesh suggests
upgrading transfers,
including a type of concierge
service and making it a
unique experience from
beginning to end with
attention to detail.
Packaging don’ts
Avoid standard transfers,
particularly when clients are
travelling in business class,
says Kathy.
Lize says mistakes
include booking a seat in
a vehicle transfer instead
of a private vehicle, flights
with long layovers, hotels
that are going through
renovations or anything that
could inconvenience their
trip. “Proper planning for
the entirety of the holiday is
vital to ensure expectations
are met and delivered on
throughout the journey.”
Ramesh says for the highend
market it is difficult to
compare apples with apples
when it comes to pricing.
Doing comparative quotes
becomes counter-productive.
“We would rather want to
ensure we deliver a great
experience to the agent’s
client in consultation with
us, as there are so many
variables to consider.
Did you know?
The exclusive MSC Yacht Club, available on seven of MSC’s
ships (Preziosa; Divina; Splendida; Fantasia; Meraviglia;
Seaside and Seaview) has been likened to a ship within a
ship. It includes lavishly appointed suites, exclusive 24-hour
butler service, dedicated concierge service, all-inclusive à la
carte meals, unlimited drinks and exclusive access to The One
Sun Deck and Top Sail Lounge. Guests have discreet access
via a private lift to the MSC Aurea Spa. They also get to
design their own tailor-made excursions.
Barging with European Waterways
Development Promotions
advises that European
Waterways has launched
a new barging itinerary,
aboard Anjodi. It departs on
October 28 from Marseilles
to Avignon.
A dream come true for
foodies, historians and
nature lovers, the trip
includes oyster farms,
muscat tasting and the
Camargue National Park.
Along the way, guests can
walk on a Mediterranean
beach, stroll around in
the walled town of Aigues
Mortes, visit Arles and
tour the world-renowned
Chateauneuf du Pape
commune.
Reduced fares on Seven Seas
Seven Seas Explorer:
Barcelona to Rome
(Civitavecchia) departs on
April 23. The eight-night
cruise, with up to 42
shore excursions,
starts at US$3 899pp
(R46 640).
Monte Carlo-Barcelona
departing May 8 is a
seven-night cruise with up
to 38 shore excursions,
on sale from $3 444pp
(R41 216).
Seven Seas Voyager:
Monte Carlo to
Barcelona, is a sevennight
cruise from
$3 695pp (R44 196).
Departing July 2, it
includes up to 40 shore
excursions.
10-night Barcelona
round trip from
US$5 305pp
(R63 430), includes
50 shore excursions. It
departs on July 13.
New itinerary for Crystal Bach
Debuting in May next year,
Enchanting Moselle is a new
itinerary on Crystal Bach
that replaces the 14-night
Jewels of the Rhine.
Some of the highlights
of Enchanting Moselle
include five maiden
ports (Bonn, Bernkastel,
Dusseldorf and Trier in
Germany, plus Arnhem in
The Netherlands), a 10-day
round-trip Amsterdam
schedule, an exclusive
event of music; art and
culture, and a voyage
through the beautiful
Moselle River Valley.
Take a note
Crystal River Cruises has renamed its Michelin options, Epicurean
Experiences. This is because the fine dining options now offer
restaurants that are better that Michelin-starred venues.
Photocap: Caspain Odyssey
From September 21 to October 6, the luxury Golden
Eagle train will embark on The Caspian Odyssey through
six countries on either side of the Caspian Sea –
Armenia, Georgia, Azerbaijan, Turkmenistan, Uzbekistan
and Kazakhstan. This luxury private train, bookable
through Development Promotions, offers three
categories of en-suite cabins with 24-hour personal
attendant service. The restaurant cars provide a fivestar
culinary experience.
Unrivalled in-flight comfort from MK
Air France invites its
business-class customers
to enter the ‘bubble of
wellbeing’ at its recently
redesigned lounge in Hall L
at Charles de Gaulle’s
Terminal 2 in Paris.
Currently, the businessclass
lounge offers facilities
such as private saunas
and a detox bar but new
features and areas will be
unveiled in July. Further,
between January and July,
Air France is introducing
a limited series of new
comfort kits in the businessclass
cabin on all long-haul
flights. They contain various
biodegradable items, in
keeping with the airline’s
commitment to sustainability.
Did you know?
Soiled or wrinkled clothing is
one less thing to worry about
when cruising. On 29 summer
Mediterranean sailings on
board the Seven Seas Explorer
and Seven Seas Voyager,
all guests have access to a
free unlimited valet laundry
service, including garment
pressing.
What’s new on Oceania Cruises?
Travellers embarking
on Oceania Cruises now
have more to look forward
to. The cruise line has
expanded its bistro lunch
service and introduced
new menus featuring more
than 600 new dishes.
The Bistro now has
the old favourites
passengers have grown
to love, infused with
Jacques Pepin’s hallmark
specialities from France
and other parts of the
globe.
Oceania Cruises
has also enhanced its
Concierge Level Stateroom
amenities to include free
laundry and in-stateroom
dining service from The
Grand Dining Room during
lunch and dinner.
Book it!
Couples travelling to Royal
Palm Beachcomber in April
receive a 30% discount on
the accommodation cost,
plus the dinner supplement,
if applicable. The special
is a great opportunity to
experience the recently
introduced Royal Grill. Taking
place once a week, it is a
braai on the beach, but with a
twist, as it is done the ‘Royal
Palm way’.
Ticking all the boxes at Sun Resorts
The core mission at all
World Leisure Holidays’
Sun Resorts is to ensure
that the guest’s every
need is met.
Some of the
considerations included
are:
Better sleep, made
possible with a pillow
menu, Egyptian cotton
and goose down
bedding, and special
mattresses.
Unique beach services
such as a butler and
luxury beach gazebos.
Honouring the sun with
sunset and sunrise
yoga, tai chi, Qi gong
and active relaxation.
Diverse golfing
experiences,
complimentary at three
courses.
Immortalising
memories with the
help of Sun Memory
Labl, which offers
digital printers and
photo album printing.
Sun Kids (kids’ club)
offers a break for
parents while children
learn, explore and are
immersed in island
relaxation and fun. For
parents, there are art
classes and cocktail
mixing to take part
in, as well as beach
movies and more.
Delta Sky Club opens another spa
Last month, an Asanda Spa
Lounge opened at Delta Sky
Club on Concourse E
at Hartsfield-Jackson Atlanta
International Airport. This
follows the launch of spa
lounges at JFK and SeattleTacoma
international
Airports in 2016.
“With the addition of
Asanda Spa Lounge in
Atlanta, we’re providing
industry-leading, innovative
spa and meditation options,
and another way to relax
and unplug at the club,”
says Claude Roussel, md of
Delta Sky Club.
Asanda Spa Lounge
offers guided relaxation
experiences, a variety of spa
services, and a hair, skin
and beauty product retail
store.
Supplier support assists VIPs
WHILE the market may
be small, there are
some experiences and
products that exceed most
definitions of luxury. With
the right support, agents
shouldn’t hesitate to offer
these products to clients
looking for something truly
exceptional.
Beachcomber Tours’
Kathy Corser says while the
interest in uber-luxurious
packages to Mauritius is
not large, a market definitely
exists for it. To assist agents
in selling these products,
Beachcomber provides
the online platform Travel
Agents’ Portal. “Individual
resort fact sheets that detail
food and beverage facilities,
room category types and
their sizes, the resort’s
amenities, the free land and
water sports and more are
available here, plus there are
fantastic visuals in the form
of slide shows that agents
can email to their clients.”
The Beachcomber sales
team can assist agents with
presentations to the client.
“Travel agents know they are
in the safest hands as each
Beachcomber reservations
consultant has been to
each of the Beachcomber
properties and visits them
each year to ensure they are
up to date with their product
knowledge,” says Kathy.
Ramesh Jeenarain says
World Leisure Holidays has
multiple VIP offerings from
upgraded road transfers to
limousine and helicopter
transfers. Also butler or
concierge services, linked to
24-hour mobile connection
to manage excursions in
Mauritius, ensure clients’
needs are taken care of.
Some 15% of clients
are looking for a unique,
high-end luxury experience
and, to assist agents in
concluding these sales,
WLH’s new booking engine
lets agents tailor the entire
booking and gives them
access to a multitude of
services and excursions,
room types and value-adds.
The call centre agents,
sales team and user-friendly
website can also provide
information and content.
“We have incredible
properties in the Maldives
that defy and go beyond
anything dreamt of. Many
of these we have personally
inspected in order to sell
it effectively,” says Lize
du Plessis of Perfect
Destinations.
Jimmy Eichelgruen
highlights the VIP Select
service Delta offers at its
US hubs. This includes fasttrack
assistance through
customs and rapid transfers
in a Porsche for premium
customers with tight
connection times.
Delta has a partnership
with a helicopter service
that transports people from
JFK to Manhattan in just
five minutes. Jimmy says,
in addition to its scheduled
service, Delta operates Delta
Private Jets, through which
customers can hire their own
aircraft. “It’s the ultimate
in luxury for our customers.
There are different ways
to take advantage of this,
from purchasing a Jet card
to being among the lucky
few who are offered the
opportunity to upgrade to a
private plane when they’re
not in use elsewhere,” Jimmy
explains.
Similarly, Air France has
a partnership with Wijet
which provides La Première
customers the option of a
private jet transfer service
to other cities in France
and within a certain radius
in Europe. “This offers
our passengers a unique
possibility to travel on an
exclusive service that is fully
integrated into the Air France
offer,” says AF KLM’s Wouter
Vermeulen.
Did you know?
Delta’s exclusive One Suite, introduced in 2017 and offering customers more space and comfort,
is currently exclusively available on the airline’s new A350 aircraft. However, the Boeing 777,
which serves South Africa, will be the first in the fleet to be retrofitted with the new cabin.
