Using the “B” word in client consults is controversial.
But Leanne Lavoie, one of Expedia Cruises’ top-performing vacation consultants, has spent the last decade-plus talking to clients about their budget — and she says that transparency is one of the ways she has earned her customers’ trust.
Lavoie’s background is in marketing, public relations and community development, so she says that she knew building a strong foundation for client relationship management and personalized service was essential to her success as an advisor.
The Ontario, Canada-based consultant says that to offer relationship-driven service, advisors have to understand each client’s unique travel goals. And because Lavoie works with a range of travelers — including those who are price-conscious — that means ensuring she can protect their vacation investment and find the best options within their budget.
Here, Lavoie shares how fellow advisors can also stretch their customer’s dollar for trips that provide the best service and value — and keep them coming back for more.
Why should advisors ask clients about their budget?
Without knowing any budget parameters, a good travel advisor is wasting both their and their clients' time by researching vacation options that might not even be realistic. If you walked into a car dealership and announced you were there to buy a new vehicle, you might be put off if the first car you were shown was double what you could afford.
Similarly, if you were there to buy something in the luxury category, but didn't talk budget and the salesperson only showed you base-model starter cars, you might be offended, thinking the salesperson misjudged you or assumed incorrectly. A good agent can curate an amazing itinerary and has ideas to fit many different budgets, but we can't read minds.
In journalism, I was taught that a good story always included the five Ws: who, what, where, when and why. Travel isn't so different.
The more info we have before we start our search, the more successful we will be in meeting travelers' expectations or goals. In journalism, I was taught that a good story always included the five Ws: who, what, where, when and why. Travel isn't so different. Who is going? What are we wanting to spend? Where do we want to go? When do we want to go? Why are we going? As agents, if we can feel comfortable asking all of those questions, we will be able to confidently deliver on our promise to be much better than a website, a call center or a Google search.
Should advisors give clients a specific quote — and is it reasonable for the client to assume that it’s the cost of their trip, all in?
If clients are looking for an all-inclusive resort, package prices are often set by the supplier. When I send pricing, I make it a point to outline what is and what isn't included. The peripherals — such as insurance, private transfers, excursions, luggage fees and extra legroom seats — can often cost extra, and I'll always quote them, if they ask. The only exception is travel insurance: I quote it for everyone, even when they tell me upfront that they already have it. It's OK for them to decline coverage, but it's never going to be OK for me to ignore the importance of discussing it.
The peripherals — such as insurance, private transfers, excursions, luggage fees and extra legroom seats — can often cost extra, and I'll always quote them, if they ask.
Using travel rewards points can help stretch a client’s budget, but advisors don’t usually get commission on that. How can advisors still be helpful if clients want to redeem them?
Suppliers who allow for points redemption for travel (Aeroplan or Expedia’s One Key program — Expedia Rewards in Canada — for example) do not pay commissions to agents who facilitate those transactions. For my clients who want to use their points, I'll send step-by-step instructions on how to do it themselves.
What are some ways that advisors can help clients save money?
I like to let new clients know that I'll be exploring options to save some money when I begin my research. For example, I'll ask if their travel dates are flexible, as some days of the week might have better rates. Or if there are 10 or more adults going, we can often get group rates that will discount the cost for everyone. For those wanting to fly business class, but whose budget won't allow it, I'll suggest flying business on the overnight flights, but economy on the way back. Sometimes, staying longer than the standard seven nights is less [expensive]. Other times, staying at a sister resort that has exchange privileges with their first choice might cost less.
For cruises, many families with teens like to get two rooms so that parents and kids can enjoy some extra space and privacy; I'll often recommend that the parents book the balcony room, and the kids stay in an inside cabin right across the hall to save money. My agency also has direct access to group rates on most cruises, giving us a very competitive edge when it comes to quoting some great itineraries.
Building relationships with all our suppliers is a big pro move; it keeps our knowledge both up-to-date and relevant, keeps us apprised of oncoming trends and challenges and allows us to more easily match clients to experiences.
For some bucket-list locations, such as Alaska or Africa, traveling during the shoulder seasons can often save a few thousand dollars as well. Experienced agents are familiar with many suppliers, and by staying up to date on our training with each one, we can usually suggest several options for the trip to fit many different budgets.
Building relationships with all our suppliers is a big pro move; it keeps our knowledge both up-to-date and relevant, keeps us apprised of oncoming trends and challenges, and allows us to more easily match clients to experiences.
The usual wisdom is that advisors should not market themselves based on price. Should advisors rethink this approach in the current economy?
I don't personally market myself as the person to go to if someone wants to save a dollar. I don't price-match to the big box retailers, and I don't cut my commission to get the sale, ever. My time is valuable. What I do tell people is that I can save them a lot — a lot of headaches, a lot of guesswork, a lot of paperwork, a lot of tracking and a lot of standing in line (when flights get canceled), because their time is valuable, too.
I don't price-match to the big box retailers and I don't cut my commission to get the sale, ever. My time is valuable. What I do tell people is that I can save them a lot — a lot of headaches, a lot of guesswork, a lot of paperwork, a lot of tracking and a lot of standing in line (when flights get canceled), because their time is valuable, too.
I have answered the phone at 3 a.m. when travelers get to the airport only to be told their trip is canceled (and I've stayed on the phone until they're either rebooked or tucked into a hotel bed while I get things sorted). I have helped people with expiring passports get quick renewals, I have coordinated family trips with people flying in from six different airports or countries, I have filled out entry forms for clients who are not computer savvy and I have waited on hold for hours when trips needed to be changed.
I have saved people a lot of money. I have never turned down a client's request for assistance, no matter how small the task. I am dedicated to them from the moment they ask me to help them plan their vacation to the moment they're back home safely. The trust this has built, and the referrals that have come from it, has truly helped me to take my business to the next level, both professionally and financially.
When should advisors discuss hidden costs, and should it be included in a quote?
There should be no hidden costs when quoting a trip. Yes, some things might not be clear or even listed on websites, but as advisors, it's up to us to ensure we communicate those upfront. This is especially important when working with wedding couples in booking their destination weddings, but it's applicable to almost all travel.
While it's always a traveler's responsibility to know what documentation might be required to travel, it's also our responsibility to let people know what they might need, or where they can go online or call to confirm that information. Highlighting the costs that aren't always obvious can save a lot of headaches for everyone.
Should advisors be promoting discounted cruises, or is that giving the client the wrong impression?
Discounted does not mean cheap: It's important to note that. Yes, I love when people ask if I can find a cruise rate for less than they're seeing online (and 99% of the time, I can). The bulk of my business comes from group sales: destination weddings and special-interest groups such as my Frontline Cruisers events.
Everyone loves a sale, and everyone loves to feel like they're getting more for their dollar, or something exclusive — I deliver on both.
Not only can I almost always secure the best prices, but I can also leverage bonuses and perks that aren't available elsewhere because of the number of rooms we book and the relationships we've built with our suppliers.
Everyone loves a sale, and everyone loves to feel like they're getting more for their dollar, or something exclusive — I deliver on both. If I can save them a few thousand dollars, it's a win-win. Travelers are happy and then they tell others, and my business grows through word of mouth, which is the best kind of advertising.
