3 Ways to Customize Your Client’s Booking Experience

What makes a successful travel professional? If you talked to some of the best in the business, they’d likely say it’s knowledge, organization, passion and perseverance. Some travel agents are outgoing and are the first to jump at the chance to talk about what they do. Others are more reserved and love the research and planning side. While every travel professional is different, you must have at least a small piece of a few core qualities to be successful.

If you asked clients the very same question, I’d imagine the top responses you’d get would be about customer service. Travel is a service-based industry. How people are treated during the booking process means everything and determines if travelers come back to you for future trips. So, what should you be doing to ensure your clients are satisfied? And does the service you think you’re providing match up to what your clients are feeling? Here are a few ideas to consider.

Be Strategic About What You Promote

If you’re sending out deals from every cruise line or resort that lands in your inbox, it may be time to press pause. Too many options can confuse travelers, and it’s difficult for them to make sense of what truly is a deal too good to pass up. Think about the types of travel your clients are interested in and what you feel comfortable selling. Your answer to those questions shouldn’t be everything. Bulk emails sent to multiple contacts are great time-savers and have a time when they are useful. But the power of individual email just to one client with a note that you saw this deal and thought it would be perfect for them can showcase your listening skills and care for each client.

Make It About More Than the Sale

The end goal is getting the booking, but how you make it to that point is just as important as the result. What makes a good travel agent stand out from an online booking engine is the human element. You have a personality and emotions that even the fanciest algorithms and data profiles can’t compete with. As your client list grows, keep notes of non-travel related interests and hobbies like family life, hometowns and favorite sports teams. Relate to your clients on a more personal level before making every conversation only about travel. You’ll find that doing this will make the qualifying process much easier.

Personalize What You Send

Consider the first line of every email you send out to clients. Does it include a greeting? Even better, did you refer to them by name? And even more important, did you spell their name correctly? Everyone is limited for time, but adding personalization or a “Hello,” “How are you?” “Thank you for getting back to me,” takes a few seconds and can go far in showing your clients you are interested in them and value their booking. Especially with new clients, the first impression you make is so important. Make sure the first words they are reading from you are friendly, clear and free of any typos or errors.

About the Author

Rick Zimmerman is the President and CEO of KHM Travel Group, one of the country’s leading host travel agencies. Rick joined the travel industry fresh out of college where he worked as a travel agent for a small agency in Cleveland, Ohio. After a 25-year career in the construction industry, Rick returned to his travel roots and helped found KHM Travel Group in 2005. Rick is an active advocate of the travel agent community and serves on multiple travel-related Advisory Boards.