“The days of the order-taker travel agent are over”: Penny Spencer
We asked Spencer Travel Group’s Penny Spencer what’s hot in 2018, what is cooling down and what’s icy cold. And boy did she deliver the goods.
Agents, you want to hear some cracking opinions? Well Spencer is your woman. Strap yourselves in, here’s what the trailblazer has to say about the year ahead. We couldn’t say it better ourselves.
Here we are in 2018. We’re still here. Thriving.
So what’s our secret? I don’t think there is a single recipe for success, but each of the businesses in the Spencer Group of Companies focuses on three things: Service, service and service.
Service is everything. I mean, literally, everything.
Every touch-point, every product, every bit of communication, every client and supplier interaction needs to be top-notch.
The days of the order-taker travel agent are well and truly over. In the corporate travel space, we need to add value at every opportunity.
Our responses to queries need to be better, more personal and relevant than Google’s – something only possible if you really get to know your clients.
Get close to them.
Even as online operators become more intuitive with each generation, can they really ever be as intuitive as someone who really knows you?
If I’ve learned anything through my career, it’s that your customers want you to remember them.
With staff-client relationships developing in our businesses over years, decades even, we get to know each other very well. We know precisely what our clients like and, more importantly, dislike.
We know which new hotels, airlines, restaurants, and spas they might be open to trying in a new destination. I hear those interactions every day in the conversations that take place around me.
“Hi Susan. Yes. Absolutely. I’ll book you to London. I know your preferred seat and meal requests, and I’ll get that driver, Don, to pick you up from home at 7.00am to get you to the airport. Would you like me to book that spa treatment in the lounge again? 8.30 sound OK? Done.”
We have a client who needs a room on lower floors because he’s afraid of heights.
Another survived a plane crash long ago and now has very specific requirements as to where she sits on different aircraft types.
We know which couples prefer a pair king-singles, even where to book the – ahem – mistress.
We have another who can’t stand those fiddly, locked-down coat hangers that some hotels have in their wardrobes. Needless to say, he’s never booked in one that has those.
Inhabit that personal client-space free from Google’s tentacles, and you’re well on your way.
More than ever before, agents need to have a niche and a unique selling proposition (USP). What do you want to be known for? What makes you different? Why should I book with you?
Think about how you can specialise instead of generalise. Know your clients, and know your stuff.
As an industry, we need to ensure that our best people stay with us. We need to train, up-skill and retain our staff.
This is a wonderful industry with opportunities aplenty but we should never take it for granted that people won’t move industries. Let’s work hard to identify and develop talent.
I’m a passionate advocate for mentoring and training, and I’ve been asked so many times, “But what if you invest in their training and then they leave you?”. My reply is simply, “What if you don’t train them and they stay?”
It’s inevitable that people will move around and across this fabulous industry. I love seeing careers develop and people soar, even if it sometimes means I lose a staff member.
As an industry, we have to view this as a good thing as brilliant people bring and add so much value to what we do.
We need to enhance career development opportunities and share our professional experiences with each other through mentoring.
See also: Travel Weekly’s new Launchpad event finally debuts!
Seek out a mentor, or invest in a program like the Travel Industry Mentor Experience (TIME).
If we don’t all work towards raising our standards and levels of professionalism, not only will our brightest and best move on, they’ll leave the industry altogether.
Do you have something to say about 2018? Get in touch with Travel Weekly Editor Daisy Doctor here to share your thoughts.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
agent penny spencer Spencer Travel Group travel agent Unique selling proposition USPLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!