Wholesalers

“The name can be a bit intimidating”: Luxury Gold’s CEO on agent misconceptions and selling effectively

Huntley Mitchell

Huntley Mitchell

Luxury Gold’s global CEO has urged travel agents not to be put off by the price point of the brand’s product offering, encouraging them to “look at the detail”.

Speaking to Travel Weekly, Ulla Hefel Böhler said some agents, especially young ones starting out in the industry, talk themselves out of selling Luxury Gold because they think it’s too expensive.

“Sometimes the name can be a little bit intimidating,” she said.

“I would really encourage agents to really take a look at the detail. If you deconstruct a Luxury Gold trip, you would actually realise that the value-for-money proposition is exceptional.

“If you try to replicate what we do at Luxury Gold, a lot of things wouldn’t be possible, it would cost exponentially more, and it would take a lot of time to put together.”

Hefel Böhler said that when it comes to selling luxury, agents have to know their stuff.

“You’re not going to be selling on the price point – you’re going to sell on the experiences and the value that a brand offers,” she explained.

The Luxury Gold boss added that it’s also crucial for agents to engage their clients in a conversation and finding out what they’re after.

“If you take the time to do that, you can actually make the right recommendation for them,” she said.

“It’s not about feature dumping.”

Agents account for 90 per cent of Luxury Gold’s sales, with ‘Majesty of the Rockies’, ‘Ultimate Italy’ and ‘Timeless Scandanvia’ the top-three-selling tours for 2019.

“We look at our agent partners as part of our extended family,” Hefel Böhler said.

“We pride ourselves on our relationships and working closely with them, and being easy to work with.”

Understanding luxury

There’s no doubt ‘luxury’ has become an industry buzzword, and as a result of the term’s widespread use, it carries many different connotations.

“Sometimes you look at the way the term ‘luxury’ is used and go ‘that’s not really luxury’, and I think Aussie consumers and agents can see right through that,” Hefel Böhler said.

“It’s up to each brand to ensure that what they do absolutely ticks every single box of those luxury moments.”

For Luxury Gold, luxury is exemplified by the brand’s passion for excellence and its commitment to service, and ensuring guests have incredible and meaningful experiences that will stay with them for a lifetime, according to Hefel Böhler.

“The TTC family of brands has a saying that no request is too large, and no detail is too small, and that’s even more important when it comes to luxury,” she told Travel Weekly.

“One of the most important points for Luxury Gold is that it’s not about the golden taps and the marble bathrooms, and it’s not about having to wear a suit and tie for dinner.

“Luxury Gold really is an immersive luxury experience where you are immersed into the destination in a very unique way. We really look of those unique, money-can’t-buy experiences.”

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Cruise

Uniworld sues MSC over $18.5m in damages from Venice ship collision

by Christian Fleetwood

Uniworld Boutique River Cruises has levelled a lawsuit against MSC Cruises over massive damages sustained in a Venice ship collision last year.

Share

CommentComments

Travel Agents

Agent Wrap: Registrations open for RWC 2023, Counselling for agents impacted by bushfires + MORE!

This week’s Agent Wrap is full of everything you need on a Friday: news of agents on voyages around the world, plenty of pictures and, most importantly, a short word count.

Share

CommentComments

Wholesalers

Wholesaler launches flexible European coach-touring brand

The new brand combines the convenience of escorted tours and the independence of FIT, with guaranteed departures on all tours, regardless of their size.

Share

CommentComments

Aviation

Aussie influencer slammed after tricking airline into free business-class upgrade

by Huntley Mitchell

An Australian influencer has copped a swathe of criticism after wearing a moon boot to successfully con airline staff into a free business-class upgrade.

Share

CommentComments

Destinations

South Australian Tourism Commission warned ‘Old mate’ ads weren’t “child-friendly” months before launch

Just released documents have shown that the SATC was warned its now infamous ‘Old mate’ ads were inappropriate months before the campaign even launched.

Share

CommentComments

Tourism

Flavour of the Week: Ex-Liberals leader named Boeing’s new regional boss, CMV’s team expansion + MORE!

If this edition of Flavour of the Week was a marine animal, it would be a blue whale. In other words, this wrap is an absolute whopper.

Share

CommentComments

Aviation

PHOTOS: Coco the very good rabbit scores a seat in business class

Nobody freak out, but we’ve got some very important news: this very cute bunny rabbit wearing a bowtie just scored its own seat in business class, and the photos are SO CUTE!

Share

CommentComments

Tourism

Coronavirus poses bigger threat to Aussie airports than SARS: analyst

Meanwhile, China has placed more than 18 million people in lockdown overnight as the number of those infected climbs to 650, with 18 confirmed deaths.

Share

CommentComments

Wholesalers

Wendy Wu Tours’ Aussie boss exits after less than three months

Troy Ackerman’s sudden departure follows that of Wendy Wu Tours global CEO Joe Karbo in July last year.

Share

CommentComments

Aviation

Qantas, Virgin Australia update pet travel policies following dog deaths

by Christian Fleetwood

Australia’s leading carriers will introduce further precautions on their pet policies, in association with the RSPCA.

Share

CommentComments

Aviation

Canberra Airport closed as fire services use airfield to fight “out of control” bushfire

Canberra Airport has cancelled departures and arrivals as its airfield is used by aviation fire services to facilitate aerial firefighting efforts.

Share

CommentComments

Hotels

Hotel Wrap: Accor’s new rideshare partner, Melia Hotels International opens first Thai hotel + MORE!

Welcome to the Hotel Wrap. This week’s addition features some gobsmackingly wonderful properties which we warn could cause a severe case of FOMO.

Share

CommentComments