As a travel agent, offering tours and excursions to your clients isn’t always the easiest task. The challenges that stand in the way of a booking can range from sold out tours to a lack of knowledge about a destination.
Since we have been helping travel agents plan the best excursions for their clients for several years now, we decided to ask a few of the agents in our community for their tips and recommendations that can help other travel professionals when it comes to selling tours and excursions.
1. Use excursions as a way to increase the value proposition of an entire trip
While excursions are often an optional add-on to an itinerary, they can actually be used as a powerful tool for selling the entire quote.
"We all know the heartbreak of being asked for a quote, and pouring significant time into it, only to have our hard work taken, duplicated, and booked directly by the customer online,” said Phyllis Simpson from Prestige Cruises & Tours. "I always add in at least one or two tours and a transfer to my quotes to give my clients a mental image of what they will be doing on their trip. For example, presenting ‘air and hotel with round trip limo transfers, and a sunset catamaran cruise’ just looks and sounds so much better than an ‘air and hotel package’."
2. Plan excursions early to ensure your clients make the most of their trip
Planning and booking in advance will ensure that your clients make the most of their vacation, and don’t miss out on any must-do experiences due to last minute availability issues.
"As travel agents we shouldn’t assume that our clients have critical knowledge of destinations. Part of our job is to educate them on the top tours and attractions available to them. It is a disservice to our clients if they miss out on a key travel experience because they were left to figure it out on their own," commented Diane Fudge from All Inclusive Travel Concierge.
Miki Taylor from Taylor & Co Travel also reminds clients that if they wait to book until they are in-destination she is not able to provide any support. "Nothing ruins a trip like a terrible experience on an excursion, so you want to make sure that your clients are booking these through you. I explain to my clients that while the tours sold through the resorts might appear to be the same, the operators may be different. I let my clients know that it is difficult to assist with anything that isn’t booked with me directly."
3. Start the planning process by qualifying your client’s interests
Before looking at tours and excursions, it is important to understand your clients’ interests. This will ensure that you are focusing your research in the right areas and increase the likelihood of making the sale.
Knowing that your clients may not be familiar with all of the options available, Phyllis Simpson recommends taking an attentive approach. "Ask your clients questions and really listen for clues. Ask if they have anything in mind for this trip, but also ask what they enjoy – active vs relaxing. Remember to really listen for hints and engage intuitively."
Beth Hill from Mangata Travel will inquire about what her clients like to do in their spare time. "Ask about your clients’ special interests and hobbies. Use this information in your proposal and your clients will be wowed. Daughter is an avid soccer player? Set up a tour of Camp Nou soccer stadium in Barcelona. Father is into fine dining? Book a Parisian Michelin Star Food tasting tour. Your clients will love the special treatment."
4. Make the most of available resources
If you are not sure where to start it’s worth remembering, you can read up on topics online or reach out to your supplier for additional information.
Cindy Wuerdeman from Cruises & Tours Unlimited said that, "It is ideal if you’ve been everywhere and can offer first-hand knowledge, but remember that it’s not essential. Doing your research via Google and other internet resources like travel blogs will help you sell excursions and it will increase the level of confidence that your client has in you."
You can also reach out to your vendor to help with planning and even making suggestions. Miki Taylor points out that, "if you aren’t sure what tours or excursions to include in an itinerary, reach out to the professionals because they know their offerings inside and out. Their knowledge is priceless. Use it and look like a rock star after your clients have an amazing experience."
5. Consider presenting a range of options to your clients
Even if your client is only planning one day for excursions, presenting a number of options will help your clients make the best decision about what they would like to do, and potentially even lead to an upsell opportunity.
"Remember the types of activities your client is interested in when you first engage your client, and if they show interest in a specific attraction, present excursions that combine the activities and attractions. It’s another way to demonstrate your expertise in a destination and your awareness of your client," recommends Mindy Gilbert from My Vacation Lady.
It is also often worth adding a food tour into the mix. "Your clients have to eat anyway, why not offer food experiences in addition to the traditional tours. Pizza making, tapas walks, and local food tours are both great ways to see the city and enjoy a fun meal together," points out Beth Hill.
Beth also checks out private tour pricing when working with four or more clients. "Quite often the private tour is a similar price, perhaps even less, and it can provide a more customized and intimate experience for your group."
6. Prepare for client feedback by knowing the details that make a difference
Your clients are most likely going to do some research before booking an excursion. There are a lot of options out there and it’s important to know what makes the excursions you picked out unique. It could be that a special access pass is included, or simply that the local operator has a strong reputation for quality service.
If receiving feedback on pricing, Diane Fudge points out to, "remember that no two local tour operators are the same (even if they run similar tours). We all know that the lowest price does not mean the ‘Best value’."
Having a strong relationship with your vendor can also help when handling feedback. "It’s important to develop a strong personal relationship with your vendors. If you can’t pick up the phone and easily reach your vendor to discuss client feedback, you won’t be as successful," remarks Phyllis Simpson.
If your client is on the fence, it’s worth mentioning that excursions are often the most memorable part of a trip. Every trip involves some sort of transportation and accommodation, but these elements are not typically the things that create the strongest memories. Anna Potter from Rockett Getaways points out that, "we had clients who chartered a catamaran for their extended family, and they said that excursion was the best day of their entire cruise!"
7. Remember your client’s trip starts at the airport
It is always worth considering booking private transfers for your clients from the airport to their hotel. As Beth Hill points out, "the cost is quite often the same as a taxi and your clients always remember seeing that sign with their name on it awaiting their arrival."
8. Follow up with existing clients to help drive future business
Checking in with a client when they return isn’t just a great way to gather feedback on their trip, but it also helps with selling excursions in the future. If a client mentions that they would have preferred a private tour, you know how to advise on the next trip. If they mention that the “skip the line museum” tour was a must do for anyone visiting, then you can advise other clients visiting the same destination.
If you receive any written reviews or photos, ask if you can use them for your marketing efforts. Diane Fudge suggests, "encouraging your clients to share photos of their trip and give you a shout-out on Facebook, Twitter, Instagram, etc. When others see how much fun they are having, the tour will sell itself."
We hope you found this article insightful and helpful. If so, please feel free to share it with other agents, and feel free to leave a comment below. If you are a travel agent and are interested in using Project Expedition to plan and book excursions, you can sign up here. We would also like to thank our contributors for this article:⠀ ⠀
Anna Potter – Rockett Getaways
Beth Hill – Mangata Travel
Cindy Wuerdeman - Cruises & Tours Unlimited
Diane Fudge – All Inclusive Travel Concierge
Mindy Gilbert – My Vacation Lady
Miki Taylor – Taylor & Co. Travel
Phyllis Simpson – Prestige Cruises & Tours
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