Get More Out of Travel Agent Conferences
The New York Times Travel Show will soon take place (January 26-28) in New York City’s Jacob K. Javits Center.
You can either walk through the front doors completely unsure of what you want to do and who you want to talk to, or you can take this opportunity to get more out of a travel agent conference.
There are many travel agent conferences that you might attend this year, including the 2018 ASTA Global Convention, where more than 1,000 travel professionals connect with over 200 suppliers.
Other travel agent conferences include The National Association of Career Travel Agents in Washington, D.C. from August 23-25 and continuing at sea aboard the Carnival Pride Cruise Ship from August 26th through September 2nd. There will be a reception, dinner party, panels, a trade show, speaking sessions and travel industry workshops.
There is also the 2018 Travel Industry Exchange in West Palm Beach, Florida between October 9-11. Finally, there is the United States Tour Operations Association Annual Conference and Marketplace in Phoenix, Arizona from November 26-30.
However, if you don’t know how to ‘work’ a conference, you really won’t get much out of it:
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Stay Focused
Make sure the conference or seminar is focused on what your agency books.
“If your client base prefers higher-end luxury cruising then there’s little need to attend a conference on Carnival cruises targeting families — unless that’s a new audience to be targeted,” said Eileen Entin, Diamond Cruise Travel in Trenton, New Jersey.
“Take a good hard look at your business and decide what areas you really need to grow or change,” said Carol Nunnery, Dream Vacations Franchise Owner and Vacation Specialist in Cape Girardeau, Missouri. “Make a list of 3-5 things you’d like to focus on and network. Seek out people with successful businesses and ask a few questions. Be open to learning and growing.”
Research and Prepare
Check out the speakers and prepare questions in advance.
“These conferences are often an opportunity to hear from some very knowledgeable people with insider experience,” said Entin. “Think about what your clients might want to ask and go as their representative. Then use it for a blog post or newsletter to keep your clients up to date.”
Have an Open Mind
“The travel industry has undergone a major transformation and the changes keep coming,” said Entin. “Don’t resist it; learn how to use it and you might find there are changes to benefit your agency.”
READ MORE: Agent to Agent: Tricks of the Trade Show
Be Present
Conferences geared to the travel professional community are an excellent way for an agent to stay up to date on the newest trends and to meet suppliers.
“Be present for all scheduled meals, training, vendor shows and any other offerings,” said Rhonda Day, Dream Vacations Franchise Owner and Vacation Specialist in Louisville, Kentucky.
“By attending the conference, the agent is taking time away from their daily routine of booking clients and is also paying for conference fees, hotels, flights and meals. All of these things cut directly into immediate sales and cash flow. But it’s important to remember that the agent is investing into their future and that investment will pay off in the end. Be present, participate and get the most of your time.”
Network
Going alone ensures that you will focus solely on the conference and take advantage of all that it has to offer.
“This will also help you to meet others, especially at cocktail parties or dinners,” said Lori Foster, Independent Vacation Specialist with Cruises Inc., in San Clemente, California. “Usually, you get to network with suppliers and BDM’s at these events, but don’t forget to network with other agents. You will learn a lot from your peers and ask questions, especially to those that have been in the business a long time.”
If there is a supplier that you don’t work with or don’t have an interest in, you should still take their card.
“You never know when a client might ask you about that kind of trip or hotel,” Foster said. “Bring even more business cards than you think you need.”
Have a Plan
“Sign up for seminars that support your goals,” said Jenifer Breaux, Dream Vacations Franchise Owner and Vacation Specialist in Lithia, Florida.
“Are you working on a specific certification such as Cruise Line International Association’s (CLIA) Master Cruise Counselor (MCC)? A specific cruise line or land focus? Attending a Seminar at Sea, a FAM Trip? Set a goal months in advance to ensure you know your purpose for going. Once you have that you can select seminars, excursions, ship tours, resort site visits, etc. all with that goal in mind.”
READ MORE: The Millennial Travel Agent: Smooth Operators
Be in the Moment
Take full advantage of being at your conference with all the experts and travel agents.
“If it’s a conference on a cruise, you are also most likely surrounded by beautiful scenery,” said Breaux. “Soak up the knowledge, ask your questions, and try what the all-inclusive or cruise ship is known for—such as the steak place, 4-D movie theater, salsa class, or music. This is also why you came: to tell your clients about the firsthand experience.”
To pre-order Lisa Iannucci’s book, “On Location: A Film TV Lover’s Travel Guide,” click here
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