My favorite family vacation happened in the 1970s when I was 12
years old. My father, mother and I hit the road on a month-long
cross-country road trip from Los Angeles to New York and back
again. We visited family on the East Coast and along the way
stopped at as many major league ballparks to catch a game as time
and our itinerary would allow. It was a dream come true for a
12-year old baseball fan, and I suspect for my father too (and
bless my mom who learned to at least tolerate the sport on that
trip). We talked about that vacation for years afterward.
The folks at AAA helped my parents book that trip, and some day
when I take a trip like that with my wife and kids, I’m sure we’ll
rely on the expertise of a travel agent to help us. Because as much
as things have changed in the decades since then, they have also
stayed the same the family vacation is as much a part of our
culture now as it was then, and it’s essential to most travel
agents’ core business.
The importance of family travel to the agent is confirmed by a
recent online survey conducted by TravelAge West and our parent
company’s Northstar Travel Media Research. From Jan. 28-Feb. 2, we
heard from more than 300 agency owners, managers and agents in the
Western U.S., and nearly 80 percent of them said that they had sold
a family vacation in 2003. With family travel so central to an
agent’s business, we felt it was time to take a fresh look at this
segment of the industry.
Booking family travel is more complicated than ever. To start,
families are traveling in larger groups these days. Whether it’s a
full-blown reunion with family members flying in from all over, or
a multi-generational family traveling with grandparents and family
friends, extended family travel is becoming the norm.
In our survey, 80 percent of agents said they sold a vacation
that included parents, children and grandparents in the last year,
and almost as many (78 percent) said they sold at least one family
reunion. This type of travel is especially important to agents
because the often complicated multiple travel arrangements involved
practically necessitate the expertise of a travel consultant not to
mention the increased opportunities for commissions.
There is also a greater range of destinations for agents booking
family travel these days, as nearly every country, resort and
supplier has some sort of family package or special offer. In
another question we asked agents what categories their family
travel business was divided between and in what percentage. What we
discovered is an almost three-way split between cruises, air/land
wholesale travel and FIT trips. Even drive-and-stay trips weren’t
that far behind.
Apparently, clients are taking advantage of a wide variety of
vacation options, which means that agents need to know more to
fully service their clients. It’s not enough to specialize in
cruises, for instance, when, according to our survey, over half of
all family vacation travel is on land. Likewise, an agency had
better know the cruise business if it wants to take advantage of
the third of all family vacations and many that involve large
groups that are taken in conjunction with a cruise. Being familiar
with all the options is the only way to fully maximize your
agency’s profits.
The same is true of international versus domestic trips. While
the majority of family travel sold is domestic, according to our
survey, nearly 40 percent is international. This means agents can’t
neglect their international suppliers especially in Mexico, Europe,
Jamaica, Great Britain and Canada, which were the top five
international destinations sold by Western agents, according to our
survey. (On the domestic side, Western agents overwhelmingly named
Hawaii as their top destination, followed by a tie between
California and Florida, with Las Vegas coming in third.)
To fully explore this topic, we asked three travel writers with
a particular specialty for their recommendations for a family
vacation. Whether it’s a cruise, a summer trip to the Rockies or a
visit to Southern California’s amusement parks, these writers offer
tips and suggestions you can use immediately in your business. Even
better is that nearly everything they mention from hotels to tours
to activities offers agent commissions.
Just so our writers don’t have the final word, we also asked
agents to share some of the best family vacations they sold last
year. Maybe you’ll find inspiration for the next client that walks
through your doors.
Finally, as you read on, keep in mind there are great benefits
to selling family travel and the potential is there to be rewarded
exponentially for your efforts. A family that takes a successful
trip will almost assuredly come back again and again. They’ll
probably tell their friends and relatives about your services (in
some cases, ad nauseam!) and the word of mouth can pay off big for
your agency in the long run. As one of the agents in our survey
told us after booking a successful trip: “The family is already
back to book this year, leaving the destination up to me. That is
my reward. The confidence they have in me.”
Time and again this is what we heard from agents in our survey:
a successful trip and the word of mouth it generates leads to more
business. But also it means that you have taken part in something
greater, by helping a family create memories that will last for
years , if not generations. That too is your reward, and you can’t
put a price tag on that.
Southern California
By Carole Terwilliger Meyers
Heading to the Disney Resort is a no-brainer, but why stop
there? Options beyond the amusement park are exciting, and it’s
easy to include several in a five-day, Southern California
itinerary.
Day 1 and 2: Disney Resort
Besides being fun and convenient, staying at one of the
Disneyland hotels allows visitors to return to their room for a
swim and a nap and to emerge ready for an evening back in the park.
There’s the three-tower Disneyland Hotel, the Paradise Pier Hotel
overlooking Disney’s California Adventure park and the new
craftsman-style Disney’s Grand Californian Hotel.
The first two hotels are serviced by the Monorail, which stops
in Disneyland and at the new admission-free Disney Downtown, with
shops and restaurants galore. All three of the hotels offer special
breakfasts with Disney characters.
To make the most of a visit to the “happiest place on earth,”
your clients are well served with a four-day Park Hopper ticket. It
allows them to go back and forth between the two parks as much as
they like. (Admission to Disneyland recently was increased to
$54.75 or $219 for the Park Hopper.)
Day 3 and 4: Huntington Beach
Though leaving the Disney Resort might be difficult for the
kids, the adults will probably be ready for a few relaxing days at
the beach. Due west is Huntington Beach’s Main Street, lined with
palms, restaurants and shops. The beach itself is clean and has
plenty of lifeguards.
For me, the Hilton Waterfront Beach Resort is the place to bunk.
All rooms have an ocean view from a private balcony, permitting
your clients to watch the endless parade of surfers from their
room.
In summer, Hilton’s “Vacation Station” family package includes a
welcome gift for each child. The hotel also offers a Beach Cookout
package that includes everything needed for a hot dog and smores
sundown picnic by the sea even firewood, a blanket and a ride
across the street to the beach.
A few miles north is Long Beach. Here your clients will find the
Queen Mary and the new Aquarium of the Pacific (complete with its
Shark Lagoon, where kids can pet bottom-dwelling sharks).
Day 5: Universal Studios/Hollywood
After an early check-in at the Sheraton Universal Hotel in
Universal City, clients can spend the rest of the day doing
Universal Studios. The new six-hour VIP Experience tour includes
breakfast, a two-hour guided tour of the back lot and front-of-line
privileges.
The next day, they can check out of the hotel and arrange to
leave their car, then travel to Hollywood Boulevard via the Red
Line underground. Once there, they can check out the Hollywood
& Highland shopping center and its Kodak Theater, where the
Academy Awards are held in March. Just down the street is Grauman’s
Chinese Theater, where clients can match their hands and feet with
the prints left by stars (free tickets for television shows are
often distributed here as well).
Carole Terwilliger Meyers is the author of several books
including FamilyFun Vacation Guide: California & Hawaii,
Weekend Adventures in Northern California and Miles of Smiles: 101
Great Car Games & Activities.
Cruising
By Sharon Dodd
Assisting a client in selecting the right family cruise for them
can be a challenge.
Newer ships have the biggest and most elaborate kids’ centers,
where activities are supervised and divided by age. I also
recommend seeking out ships that offer dedicated deck space for
kids.
There are particular regions including the Caribbean, Alaska,
Hawaii and Baja/Mexican Riviera that are established family routes,
while river cruises, high-end luxury ships and small-ship
adventures are considered adults-only venues. If you’re interested
in giving families the best chance to find other children onboard,
be sure to suggest cruising during school breaks as well.
Cruise lines that offer a flexible dining program are often the
best suited for families with children.
While every ship that accepts children will have cribs
available, some lines stock strollers too. Also, it’s important to
remind clients that diapers and formula are not usually available
onboard and can be hard to find in remote towns.
Most cruise lines that offer children’s programming also have
babysitting available by reservation for an additional fee per
child.
Here are my suggestions for a family cruise on the most popular
family-friendly lines:
Carnival Cruise Lines
Best itineraries: Bahamas, Caribbean and Baja/Mexican Riviera on
newer ships.
Camp Carnival is divided into four age groups from 2-15 years
old. All counselors are CPR and first-aid certified.
Carnival heats the pools onboard in Alaska each season, and
tailors activities onboard and off.
Norwegian Cruise Line
Best itineraries: Caribbean and Hawaii
The Kid’s Crew program is divided into four age groups (2-17
years). Staff members do not change diapers.
NCL’s freestyle cruising concept, with its flexible casual
dining options, is perfect for families.
Princess Cruises
Best itineraries: Caribbean, Alaska and Baja/ Mexican
Riviera
Princess Kid’s program features complimentary in-port
activities. Age groups are divided into three groups for ages 3-17
years old.
Personal Choice Dining is recommended for a flexible dining
schedule.
A highlight in Alaska is the Junior Ranger program for children
6 to 12 and a Teen Explorer for 13 and over. Princess also offers
programs in conjunction with the California Science Center and the
National Wildlife Federation.
Royal Caribbean International
Best itineraries: Caribbean on the Voyager ships
The line’s Adventure Ocean program divides kids into five age
groups (ages 3-17).
Newest ships often come with a rock-climbing wall, ice-skating
and in-line skating, mini-golf and an extensive game room. Teens
also have a separate teen center with a state-of-the-art dance
floor and lighting.
Sharon Dodd, the former editor-in-chief of Cruise Critic, is the
mother of two. Her youngest son is six months old and will be
taking his first cruise this year.
Rocky Mountains
By Grace Lichtenstein
It’s only a matter of time before visitors skiing or
snowboarding in the Rockies hear about the delights of the mountain
resorts for family summer vacations. If you dislike humidity except
for afternoon thundershowers, enjoy daytime temperatures that
rarely go above 80 degrees and prefer to spend much of your time
outdoors, almost anywhere in the Rockies in July and August can be
glorious.
Mountain snow resorts especially Vail and Snowmass in Colorado,
and Jackson Hole in Wyoming offer an ideal family summer
environment. These three destinations are my personal favorites
because they all offer a matchless combination of cultural and
sporting opportunities, from music to mountain biking.
Both Vail and Snowmass also have lodging in all price
ranges.
For convenience, there is Vail’s Lodge at Lionshead, which is
just steps from the gondola, or clients will find world-class
luxury at the Sonnenalp. The Stonebridge Inn occupies a slope-side
location in Snowmass, but is not as bustling as the giant
Silvertree Hotel. Clients might also appreciate the elegance of the
villas at the Snowmass Club, located on the golf course.
Both Vail and Snowmass also offer condominiums for rent in all
price ranges. Condominium rentals are especially good for families
because they offer more space than standard hotel rooms, as well as
kitchens, so families can make their own meals when nobody feels up
for going out and to save money.
When it comes to recreation, both Vail and Snowmass have a wide
range of choices including golf, hiking trails, bicycle paths,
tennis, fly-fishing, rafting and more. Vail’s Adventure Ridge, atop
its Lionshead area, via a scenic gondola ride, has a remarkable
variety of activities, including a dinosaur dig, mini-golf and
Frisbee golf, thrill-sledding (sleighs on wheels) and guided nature
walks.
A hot-air balloon ride early in the morning is not overly
frightening, and seeing the Roaring Fork Valley spread out below
you, framed by the Elk Mountains, makes for indelible memories.
Unicorn Balloon is one of the long-established companies.
As for cultural pursuits, Snowmass has its own weekly free pop
and jazz concerts on a stage on the ski hill beside the main
cluster of condos, a perfect occasion for a hillside picnic. Vail
offers free concerts at its outdoor Gerald R. Ford
Amphitheater.
Jackson Hole’s charm lies in its admittedly carefully cultivated
cowboy image and its proximity to two great national parks. Imagine
renting a condo or staying at a hotel near Jackson Hole Mountain
Resort and having Grand Teton and Yellowstone as your backyard. The
Gray Line is one of several companies that runs daylong sightseeing
buses through the parks. The cost is approximately $70 per person
to Grand Teton and $85 to Yellowstone. Since lodging in the parks
can be crowded, I prefer to stay closer to town a short bus ride or
drive away (about 20 minutes to Grand Teton and an hour to
Yellowstone).
The mountain resort has a variety of condominiums for rent, from
budget to luxurious. For those who prefer hotels, choices range
from the Old West appeal of the Wort Hotel in the town of Jackson,
or Flat Creek Ranch, a very comfortable dude ranch, to a new
luxurious Four Seasons Hotel with spa at Teton Village. (The Four
Seasons has a list of approved babysitters in the area, as does the
Chamber of Commerce.)
As far as activities are concerned, Jackson Hole is home to a
score of horseback guides and outfitters, a weekly rodeo and
climbing lessons from the internationally known Exum Mountain
Guides. If you are game enough to fly in tandem in a harness
piggybacked with an experienced pilot, there is also the
spectacular Jackson Hole Paragliding operation.
Grace Lichtenstein is a former Rocky Mountains Bureau Chief of
The New York Times. She first visited Jackson Hole as a teenager,
and later lived in Snowmass Village for most of 10 summers.
Agents Corner
ITALIAN DREAM VACATION
Agent: Kim Schultz, Family Adventures, Ben Lomond, Calif.
Great Family Trip: Booked a mother, grandmother and four kids
for 12 nights in Italy (six in Sicily and six visiting Venice,
Florence and Rome). FIT trip booked rooms and air, arranged pickups
and drop-offs and “acted as a tour operator.”
Outcome: “They enjoyed themselves immensely,” Schultz said.
These clients have already come back to book with her. She said 90
percent of her family travel is repeat business. “I don’t spend
money advertising anymore because it’s all word of mouth now,” she
said.
Philosophy: “Moms tend to be loyal, especially if you’re willing
to work with them. I’m a home-based agent and that allows me to be
flexible and work with clients’ schedules. I can take calls until
10 at night, seven days a week, which is good because sometimes
clients don’t like to talk about Disneyland while their kids are
awake and possibly listening in!”
Tips: Schultz said flexibility is key. “What happens if a child
doesn’t want to stick to the itinerary?” she said. Also, it’s
important to listen to clients: “Is the hotel too quiet for their
kids? Do they mind having the kid sleep in a double bed with them,
or do they need a place with suites or family rooms? Listen to what
they say and work with your clients.”
CARIBBEAN GETAWAY
Agent: Dotti Oliver, affiliated with Travel Planners
International, Camarillo, Calif.
Great Family Trip: Booked a couple with a child, and their
recently widowed sister-in-law and her two kids to the
all-inclusive Almond Beach Resort, in Barbados. The family
originally thought they wanted to go to Hawaii and had never been
to the Caribbean. Oliver talked to them at length about it and they
decided to try Barbados.
Outcome: “They came back and were absolutely raving about it.
They loved the resort. Loved the service. Loved the all-inclusive
aspect and thought they had great food variety. Loved the
watersports. Loved the combination of suites and one bedrooms.”
This year they are back with Oliver booking a trip to Molokai.
Philosophy: “The only thing we agents have to sell these days is
service, so that’s what you have to provide for clients. Read as
much as possible and share that with your clients so you’ll have
the knowledge to help them.”
Tips: Oliver said agents should “listen with all your ears.” She
said she asks “every client all the questions every time, because
the reason people travel and what they are looking for changes with
each trip.” Also, when you find a well-run, top-notch all-inclusive
resort, it’s a great place to send families. “There’s none of that
‘Dad, can I get another coke?’ hassle. It’s just easier on
everyone.”
EXOTIC ADVENTURE DOWN SOUTH
Agent: Lenora Porcella, Computerized Travel, San Jose,
Calif.
Great Family Trip: Booked a family of three on a cruise to South
America, with pre- and post-cruise tours with local operators. The
father of the family had recently retired, so the family decided go
for a three weeks.
Outcome: “They were extremely happy with their trip” and are
repeat customers.
Philosophy: “With exotic, longer trips like this, it is
generally hard for Americans to take the three weeks you need to do
it properly. So when a client can do it, they often feel like it’s
a rare treat and should be treated that way.”
Tips: Porcella said it’s important not to overlook the pre and
post opportunities. “If we had stopped at the cruise it would have
been a good trip, but we made it something really special by
working with local tour companies in Santiago, Buenos Aires and
Rio,” she said. “The result was very positive. It didn’t involve a
lot of time just one or two days at the beginning and end of the
cruise but it made a huge difference,” Porcella noted. “The pre and
post travel enriches the trip and adds to commission at the same
time, so it’s a win-win situation for agents.”
HAWAII
Agent: Sara Harloff, Beyond Travel, Reno, Nev. Great Family
Trip: Booked a group that included parents, four children and nine
grandchildren to Hawaii. Involved “several minivans and several
condos” and flights from multiple locations. “This wasn’t a family
reunion, just a big family group that wanted to travel
together.”
Outcome: “Very happy. Everything went great.”
Philosophy: Harloff and her husband travel a lot with their own
family, including their three grandchildren. “In all honesty my
advice would be don’t even try to sell family travel if you haven’t
got kids,” said Harloff. “My clients know that I’ve been there and
done that, so they trust my advice.”
Tips: “First of all, don’t believe everything you read on a Web
site! Take the time to check it out.” Harloff also prefers condos:
“You’re just asking for trouble having a family all in one room.
Also you’ll save a bundle on meals.” And Harloff leans toward
all-inclusives, especially the Club Med in Colorado: “Of course,
[the client’s] first question is ‘Is there really a Club Med in
Colorado?’ But they end up loving it. Colorado has tons of stuff to
do in the summer, and from the West there are often people in the
group that appreciate being able to drive there.”
