How to handle clients who ‘look’ but don’t book

THE ‘looker versus booker’
syndrome has taken on
massive proportions
since the rise of the Internet,
exhausting leisure travel
agents by wasting valuable
time and resources.
ITC Yvonne Horak says
her agency, Cape Gulf Travel,
receives dozens of weekly
email quote requests of
people who shop around
at various agencies for the
same itinerary. “These people
involve three or even more
travel agents, who in turn
involve wholesalers. Invariably,
they don’t book,” she says,
adding that, most likely, these
customers end up taking the
itinerary and book directly.
Get them to commit
In an attempt to limit the
number of time wasters,
Yvonne has introduced a
questionnaire, requesting
the passenger’s full name
and passport details as
well as address and other
contact details. “If they sound
hesitant, we know it could
be just a person comparing
prices.”
Make them pay
For travellers who request
complicated itineraries
involving several countries
and transport modes, Yvonne
has introduced an upfront
R250 booking fee. “Often
these clients just need the
information and they are trying
to abuse the travel agent.
We explain that we will be
spending quite some time on
the itinerary to ensure it suits
their needs and it will involve
expenses such as telephone
calls to various airlines and
operators.”
Rachael Penaluna, business
manager of Sure Maritime
Travel, says if a client requests
several quotes and still can’t
make a decision, the agency
will ask for an upfront booking
fee of R350. “If they book, the
fee goes towards the booking.
If they don’t, the fee is nonrefundable.”
Build relationships
Some industry players believe
a deposit isn’t the answer.
“You don’t win customers by
charging them upfront, but by
building a relationship and
using your expertise to create
a mind-blowing customer
experience,” says Sean Hough,
ceo of Pentravel.
Monica Horn, product
manager of the Harvey World
Travel franchise support
team, says although it does
create extra admin to respond
to enquiries, it’s unwise to
disregard them altogether.
“Rather recognise the signs
of a serial enquirer. We
encourage our customers,
whether the lead is generated
online or offline, to come
into our branches to build
a relationship with our
consultants. Their willingness
to come in-store often means
they are serious travel
shoppers and the enquiry is
likely to generate into a sale.”
Be an expert
Wally Gaynor, md of Club
Travel, says the answer is
specialisation. “Trying to
be all things to all men is
not possible. You have to
specialise in what you’re
good at, be it a particular
destination or type of market.
People are looking for
something special and unique.
If you have the expertise,
travellers will pay for it.”
Otto de Vries, ceo of Asata,
says employing a customercentric
approach in a market
where personalised, efficient
service is valued has greater
impact and longevity than a
pure focus on selling on price.
“Never forget, the looker may
one day become the booker
– and better yet, your biggest
referrer.”
Be professional
In the US, professional travel
agency fees are common but
calling it a ‘booking fee’ is not
the answer, says Nolan Burris,
president of Future Proof Travel
Solutions (a consultancy that
‘teaches travel professionals
to become future proof in their
businesses and careers’). “I
prefer the term professional
fee. It helps convey what the
fee is actually for. Professional
fees are for advice, guidance,
support before/during/after
the trip, connections with
suppliers, ongoing training,
advocacy if something should
go wrong, and much more.”
“Many clients think they
know what they want until they
get down to the information
and costs of a destination,”
Rachael says. “Don’t let
them walk away; suggest
an alternative, based on the
information you have gleaned
from them sitting and talking
to them. Make alternative
offers. Keep their attention by
proving you are knowledgeable
and have good ideas.”
Andrew Stark, md of
Flight Centre, says product
knowledge is the key to
converting quotes into
bookings. He says Flight
Centre has an average
conversion ratio on all
mediums of 30%. The trick,
he says, is to follow up with
customers quickly, eliminating
the need to get in touch with
competitors.