At its recently concluded Gold/Platinum meeting for top travel advisors, held at Dreams Vista Cancun Golf & Spa Resort in Cancun, Mexico, Apple Leisure Group (ALG) addressed service issues, presented a bright forecast for the future and doubled down on its support for travel advisors.
The group of advisors in attendance, which represented some of ALG’s top 500 agents, came together in person for the first time in more than a year, giving company executives the opportunity to both reflect on the challenges they faced during the COVID-19 pandemic and lay out a vision for the future.
“When we are not at our best, we own it,” said Ray Snisky, group president for ALG Vacations. “And last year, we were not always at our best. [The pandemic created] a very challenging situation, and we were not properly prepared. But we’ve seen where we need to improve, and we are committed to investing in order to do that.”
Snisky explained how the pandemic exposed the need for better back-end technology systems, and how ALG is addressing that need. He also said the company has hired 800 new staff members to catch up with demand. Snisky joined other executives in unveiling a slew of new practices designed to make the booking experience more efficient.
“I’m excited about all the things we learned over the past year,” he said. “Addressing difficulties is how a team gets better.”
Strong and Rising Demand for Travel
Jackie Marks, executive vice president for ALG Vacations, said she was especially encouraged by the strong demand the company is already seeing.
“We were hoping that we would be close to 2019 levels by June,” Marks said. “To our surprise, we had exceeded our 2019 levels by the end of February. It was like a switch went on overnight — right around the time the stimulus checks came out and when vaccines really ramped up. In my 25 years in the business, I never would have imagined seeing such a dramatic change so fast. We’re now trending about 30% over 2019 levels.”
In my 25 years in the business, I never would have imagined seeing such a dramatic change so fast. We’re now trending about 30% over 2019 levels.
In addition, Marks pointed out how this demand should benefit the company’s travel agent partners, in particular. She shared recent research showing that travelers are turning away from online travel agencies (OTAs) and using advisors instead, in recognition of the service and expertise they provide.
“When publications such as The New York Times are talking about the importance of advisors, you know the word is finally out,” Marks said. “The value of travel advisors is more evident than ever before. Advisor sales continue to climb, while online sales are declining. The consumer has been burned, and there’s a better understanding of the importance of advisors.”
Marks highlighted the company’s Exclusive Perks program — which provides advisors with a range of special amenities and benefits that are not available otherwise — as a way for agents to differentiate themselves from OTAs. She also pointed out that ALG has invested in marketing programs such as ALGV 360 as a way to help advisors get the word out.
“We’ve continued to invest in travel advisors and give them the tools they need for today’s market,” Marks said.
Snisky agreed.
“We never stopped investing in what we believe in, which is travel advisors, and it’s an investment that has a great return,” he said. “Between the in-person events and the technology platforms and the other programs, we’re putting our money where our mouth is, and that’s with the advisor community.”
Between the in-person events and the technology platforms and the other programs, we’re putting our money where our mouth is, and that’s with the advisor community.
Snisky also praised the company’s COVID-19 protocols, and ALG’s range of procedures that are designed to ease the concerns of clients who might be worried about being stuck in a destination.
One highlight, however, was the pre-return testing taking place at the resorts; of the more than 400,000 visitors, testing showed a positivity rate of just .03%.
“After following all the protocols and everything else, I was so happy to see that the positive test numbers are so stunningly low,” he said. “It confirms that we’ve done the right thing.”
Updates From AMResorts
Mary Ellen Burke, national sales director for AMResorts (AMR), who was also in attendance, shared some major changes in the company’s portfolio. In particular, she talked about several new properties in Mexico: Secrets Bahia Mita Surf & Spa Resort and Dreams Bahia Mita Surf & Spa Resort, in Punta Mita, Mexico; Secrets Moxche in Playa del Carmen; and a new Breathless Soul Resort & Spa in Cancun.
In addition, Snisky pointed out that AMR — which is known for its properties in Mexico and the Caribbean — has grown significantly in Europe, as well.
“We were 100% Mexico and the Caribbean with 54 resorts not long ago,” he said. “Now, we have 107 hotels, with 53 of those outside Mexico and Caribbean. We are the fourth largest hotel brand in Spain. Our model has been very well received in Europe and we continue to grow.”
Burke also emphasized that AMR is working hard to vaccinate all resort staff.
“The health of our frontline employees is critically important to our business,” Burke said. “Their health, the health of their families and the health of our guests is paramount. So, we’re working very hard at all of our resorts and destinations.”
Luxury Trends: Clients Are Spending More on Travel
Annette Schmid, director of business development for Amstar, the transfer and excursion provider for ALG, said the company is seeing an increase in luxury travelers looking for private transfers and exclusive excursions.
“Private and deluxe transfers have grown substantially,” she said. “Where it used to be 15%, it’s now 25% to 30%. We have seen that customers are willing to spend. They do not want to wait in line or in the airport. And with excursions, the customers want to spend more and have memorable experiences — the splurge is more about feeling and experiencing, instead of [material] objects.”
In addition, Snisky said this period has seen a huge accumulation of savings for many people, and travelers are looking to splurge on trips. So, he encourages agents to talk to their clients about upgrading their vacations.
“We all tend to talk about the basics of transportation and lodging, but we need to get more in touch with what customers are doing on vacation and give them options that are going to make the trip memorable,” he said. “You want to connect with the emotional part of their vacations. We have seen 75% of today’s customers buy excursions. Travelers do not want to stay at the resort — they have been cooped up at home, and now they want to get out.”
Burke of AMR agreed.
“Don’t be scared to suggest that Club Level room or a private excursion,” she said. “People are looking to have a great vacation experience, finally.”
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