Although the airline industry is currently experiencing a bit of
“turbulence,” most hotels are 100% committed to the livelihood of
travel agencies. Not only are travel agents an extended sales force
for most properties, they are also experts who provide great value
to the end user our guests. Savvy hotel executives are implementing
travel agency marketing programs in order for all sides to win. For
example, The Pan Pacific San Francisco, among many other hotels,
has introduced temporary increased commission structures. Although
initially designed to complement Pan Pacific’s 30th anniversary,
the hotel’s 15% commission will reappear during certain “need
periods.”
In addition to rewards, strategic hotel marketing efforts should
include timely room packages that make it easier for travel agents
to sell a property and/or destination during a particular lull
period. For instance, in conjunction with the recent SFJAZZ 20th
Anniversary Series, Pan Pacific San Francisco designed a
commissionable room package valid during the concert season and
promoted to travel agents through an e-mail blast as well as sales
managers knocking on the doors of the hotel’s preferred travel
agent partners.
And lastly, although services and amenities are not necessarily
commissionable, they do provide great added value to the consumer,
thus making it easier for travel agents to sell a particular
property. Smart hotels are not only maintaining high levels of
services right now, they are also developing worthwhile perks that
set their properties apart from the rest, such as free amenities
for children, pet-friendly accommodations, pillow preference
programs and menu items to take aboard return flights.
Working together in this economic climate is critical and the
strategic alliances hotels or hotel companies develop with travel
agent professionals will carry over to more profitable times. It is
the responsibility of individual hotels to educate and communicate
with travel agents, create industry incentives and develop products
that sell in a timely fashion.
And, it is in the best interest of successful travel
professionals to, in turn, work with travel agent-friendly
properties to develop and sell marketable “merchandise” that
provides value to the end user.
