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p44-45 lux seminar dec5 2/12/08 15:33 Page 44
knowledge ttgluxury seminar
Agents gleaned valuable Luxury sales tips
sales tips at the inaugural
ttgluxury seminar, called
Capturing the Value in
Luxury Travel, held at
the InterContinental
London Park Lane. April
Hutchinson unearths
some pearls of wisdom
A seminar
Sponsored by
Opening the door
he tag “luxury” has become rather
overused, slapped on everything
from toilet rolls to ready meals.
But for the wealthy, true luxury
isn’t about something that costs more
money, it’s about finding something that’s
to luxury sales
an escape from the norm.
Speaking at the ttgluxury seminar, Kuoni
sales director Manuel Mascarenhas said: engaged in the day-to-day business of selling the date of a client’s wedding anniversary or
“When it comes to travel, luxury is about premium travel. birthday can make all the difference when
personal long-term satisfaction. Escapism, trying to build a relationship in luxury travel.”
added emotional elements and sharing an Top clients Always ask customers after their holiday if
experience with the people you love are all Treat your best customers like royalty. That’s they want to consider any other trips. “Don’t
seen as important to luxury travellers.” the advice of Kathryn Thomas, director of let people loose on the phone who cannot
More than 80 agents gathered at the event Concierge Travel Services in Hale. Working cement the sale,” advises Kathryn. “If you
to hear more pearls of wisdom from those on the old principle that 20% of your clients haven’t spoken to clients for a while, give
provide 80% of them a call for a ‘how are you’/‘I was just
your business, thinking about you’ chat, if you feel confi-
Kathryn has dent enough.” Kathryn called her top 20
Always try to over-deliver: think about how you can to them in an intelligent way. Discounts will not win
get to know your clients better. the battle with these consumers; seduce them instead
identified her clients recently for a general “how are you”
with emotion and fantasy.
top 20 clients chat and five of them made travel enquiries.
Consider a niche: but consider it carefully and be
and makes sure
committed and knowledgeable. Maintain a strong, tailored level of contact: but be
she really looks Build relationships
aware that not everyone likes to be continually called
after them. Knowing her clients better than they know
A clean, attractive website with strong imagery sends and emailed. Once booked, follow up to thank them
out the right message. Organise content by feeling and wish them a good trip.
Meanwhile, for themselves has become something of a phi-
and experience and add affiliated links.
the other 80%, losophy for Kathryn. She often finds herself
Offer as high a degree of 24-hour contact as you can
she says: “You reminding men when their wives’ birthdays
Consider offering a concierge-level of service for manage: clients want to be able to reach you at their
have to find are. At that stage, she’s primed to book a
clients, but be careful that the term you use to refer convenience, not yours.
their hidden hotel if the conversation goes that way.
to it matches the level of service you’re delivering.
Always surprise and delight the guest: this goes
wealth.” “You have to want to become their friend
Luxury consumers are busy, sophisticated people who beyond upgrades, which they may well be able to
Speaking at – but of course, never too friendly. To use a
respond to simple, effective communication that talks secure themselves.
the seminar, she David Speakman-ism – it’s about thinking
said: “Knowing relationally, not transactionally.”
44 05.12.2008
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