Alex Sharpe, CEO and president of Signature Travel Network (STN), hosted a webinar on April 13 to update the company’s preferred partners on all the new resources and tools available to help them bounce back from the losses of last year. With an emphasis on recovery, Sharpe shared STN’s strategy:
“To serve our members by creating industry-leading technology, marketing and training programs, while building strong preferred partnerships that deliver a differentiated travel experience.”
Throughout the presentation, Sharpe highlighted each of these pillars, detailing how STN is supporting its members.
New Technological Tools for Travel Advisors
While helping advisors navigate the difficulties of the pandemic, STN has also invested in technological tools and resources to maximize their efficiency and effectiveness, including the Client Connection 2.0 program. As a continuation of pre-pandemic efforts to become Customer Relationship Management (CRM) agnostic, Client Connection 2.0 aims to create a centralized database and web service for client data, later expanding to include trip data, as well. Part of these technological advancement plans will also include rebuilding existing programs to work with Client Connection 2.0.
Our value has been that not only do we know a ton about the customer, but we know their travel history.
“Our value has been that not only do we know a ton about the customer, but we know their travel history,” Sharpe said. “Connecting client data to trip data is a critical element to continue to make sure our marketing really works and is laser focused.”
In addition, all Signature members are now able to use SIG Cruise Pro at zero cost to them. This booking tool is a one-stop shop for researching and booking cruises, and streamlines the quoting, booking and managing processes for advisors. STN is also encouraging advisors to use SHERPA, a website/tool with real-time information on COVID-specific travel requirements and restrictions.
Marketing Assistance
Recognizing the importance of keeping clients engaged — whether they’re ready to make travel plans now or are looking further into the future — STN has subsidized or fully paid for its members’ marketing costs throughout the pandemic.
“They can’t afford to cut back or eliminate marketing expenses during this time. They have to continue to build,” Sharpe said of STN’s travel advisors.
With fewer advisors and agencies opting into the marketing opportunities, STN has stepped up to fill the gap in order to “make sure our members are continuing to get their brands out there, continuing to inspire their customers to travel and seeing the booking returns on that.”
STN has reimagined its hotels and resorts program, creating a directory designed to look like a cross between a luxury travel magazine and a coffee table book, with an accompanying online component. STN will also continue with its regularly scheduled publications, producing its Ultimate Experiences magazine twice this year (January and September), as well as three editions of The Travel Magazine (January, April and September). This will all be in addition to email marketing, including sending clients tactical direct mailings on a monthly basis, highlighting various destinations and travel providers.
While some members have been willing and able to pay for marketing, for those who cannot, Sharpe added that STN plans to continue paying 100% of their marketing fees.
Training and Networking Opportunities
Even before the pandemic, the world of travel was constantly changing, requiring advisors to continuously learn not only about destinations and properties, but also new tips and tricks to help their businesses grow. Understanding that this growth is more vital now than ever before, Sharpe announced a host of opportunities for travel advisors to network with one another and also receive training through STN.
In-person meetings are also now part of the plan, as Sharpe has a robust schedule of networking lunches that he will host in cities across the U.S. An Owner’s Meeting is planned for Sept 9-12, 2021, at the Grand Wailea, a Waldorf Astoria Resort on Maui, and Sharpe says Signature is hopeful that its annual conference will take place as planned on Nov. 9-12 in Las Vegas. For those who can’t make these events, STN is offering virtual opportunities for advisors to attend weekly webinars with STN partners, as well as Preferred Partner networking events and small group appointments in April, May and June.
Topical training sessions are already scheduled for this month, with webinars such as “Sales & Service in a COVID World” and “Continued Focus on Luxury with Ignacio,” featuring Ignacio Maza, executive vice president of Signature Travel Network. STN will also host new monthly webinars specifically designed for travel advisors who are returning to a Signature member agency after furlough or leave.
This support and care for members is all a part of the ethos of STN, Sharpe said. “As a cooperative owned by our members, it’s important that we serve our members.”
The Details
Signature Travel Network
www.signaturetravelnetwork.com
