Travel Agents

Why selling luxury is the best remedy for agents during tough economic times

When the economy is going through a rough phase, the tourism industry is not immune to the impact of this.

The reaction for many consumers is to tighten their purse strings and cut back on things such as travel and holidays, making travel seem like a tough sell to agents.

Disappointing economic data for Australia over recent months has given the Reserve Bank reason to lower its growth forecast for the country’s economy to three per cent this year and 2.75 per cent in 2020.

Falling house prices and weaker consumer spending have been flagged as the main domestic economic risks, while one economist has tipped the Aussie dollar to fall to 60 US cents this year.

However, in amongst all these doom-and-gloom predictions, there is a golden opportunity for travel agents to get on the front foot and thrive.

You see, while the overall tourism market takes a hit during tough economic times, there are still customers out there with money to spend that want to enjoy the fruits of their labour with a little bit of self-indulgence.

It’s these types of customers that make the luxury travel market an easy and lucrative sell for agents, according to the Council of Australian Tour Operators managing director Brett Jardine.

“For agents, it is important to firstly define luxury as the term can mean different things to a wide range of consumers,” he told Travel Weekly.

“When it comes to high-end holidays, where luxury is a common term, retail agents shouldn’t be afraid to invest a little more time in identifying potential from within their client base.

“The high-end client is generally more discerning and will appreciate a greater investment in time and attention. The reward for agents will arrive in the form of higher commission from generally more inclusive product.”

Inspiring luxury

Inspiring Journeys is one tour company that’s making it even easier for agents to capitalise on the luxury sector.

Built on four pillars – ‘Discover’, ‘Explore’, ‘Immerse’ and ‘Relax’ – Inspiring Journeys prides itself on offering the perfect balance of freedom from the stress of holiday planning, with the flexibility for travellers to shape their personal journey.

Each itinerary is designed to be catered to customers’ tastes by offering a range of authentic and enriching experiences off the beaten track.

Lasting from five to 22 days, the tours visit some of the most idyllic, breathtaking and iconic locations in Australia and New Zealand in a small group of up to 20 travellers, with no children under 12.

Standley Chasm (Inspiring Journeys)

Inspiring Journeys has thought of everything to make even the pickiest and demanding travellers as comfortable as possible.

Aside from being fully air-conditioned, its luxury coaches also include reclining seats, footrests, panoramic windows, an on-board restroom, phone chargers free WiFi, and complimentary drinks and snacks.

Inspiring Journeys also provides free arrival and departure transfers between designated airports and hotels. And, expert journey directors and/or driver guides will take care of everything else, so travellers can sit back, relax and enjoy.

Top tips for selling luxury

For those agents out there who are keen to tap into the lucrative luxury space, but are unsure of how to go about selling it, Inspiring Journeys head of sales Jasna Stevanja has some simple yet valuable tips.

Firstly, Stevanja recommends agents do their homework and find out what’s important to the customer and what luxury means to them.

“Identify and highlight those things and how what you are offering can give them that feeling of luxury through what’s important to them,” she explained.

Stevanja said agents should also highlight the value of what customers are buying and how it’s a good buy for them.

“Find out the key thing they want to experience, highlight that this is most likely a once in a lifetime thing, do it in style and make it as memorable as possible.” she said.

“Follow these tips and the tough economic times will soon become a lot easier for you and your agency.”

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

‘It’s Out There’: Destination NSW shines spotlight on Broken Hill and Central Darling region in new campaign

Destination NSW has embraced its inner drag queen to promote one of the state’s most ‘out there’ regions.

Share

CommentComments

Wholesalers

Contiki offers 29 per cent off 29 tours on 29th February

If you think Travel Weekly only this story to try and blag a free Contiki trip, you’d be asbolutely, 100 per cent correct.

Share

CommentComments

Tourism

Sir Richard Branson rewards UK truckie with free cruise

The man sent a tweet to Virgin’s CEO asking if he remembers a good deed her performed for him a decade ago. His response has sent Twitter into a frenzy.

Share

CommentComments

Aviation

COOKIEGATE: United freaks out flying community by temporarily axing cult cookie

As avid cookie fans, we can totally empathise with the passengers’ concerns and would have written a strongly worded letter had the airline not amended its mistake.

Share

CommentComments

Travel Agents

Agent Wrap: Wendy Wu’s mega famil, AAT Kings gives back to locals, Flight Centre helps deaf community + MORE

This week’s Agent Wrap is so full of famil opportunities and incentives Travel Weekly staff are considering retraining as travel agents to get in on the action.

Share

CommentComments

Events

Tourism

The Women in Travel Awards are back!

Attention all talented and hard-working industry females: it’s time to start working on your entry for this year’s Women in Travel Awards!

Share

CommentComments

Aviation

Air New Zealand fires back at Qantas with new safety video of its own

by Ali Coulton

The Kiwi carrier just launched a new safety clip starring a little girl in gumboots, a large CGI bird, a robot and a big fuzzy green guy. It’s equal parts cute and cringey

Share

CommentComments

Tourism

STUDY: People from these Aussie states are most likely to plan a holiday this year

As Aussies are asked to travel within Australia to support our challenging domestic tourism market, this research reveals which states may lead the way.

Share

CommentComments

Hotels

Hotel Wrap: Accor, Vibe and Adina to open properties in Melbourne, The Fullerton celebrates IWD + MORE!

There are so many offers, updates and openings in this week’s Hotel Wrap that it took our journo three hours to put it together. Well, that may also be because she spent two-and-a-half hours playing with the office dog.

Share

CommentComments

Travel Agents

Flight Centre’s half-yearly profit nosedives, as Skroo warns of further pain

by Huntley Mitchell

The travel giant has left a bad taste in the mouths of investors, posting a whopping fall in profit for the first half of the 2020 financial year.

Share

CommentComments

Aviation

Air New Zealand’s profit plummets $47 million, as CEO commits to 100-day review

by Huntley Mitchell

Air New Zealand’s new boss certainly has his work cut out for him, after the Kiwi carrier suffered a big drop in first-half profit.

Share

CommentComments

Cruise

Industry veteran named Crystal’s new chief operating officer

Travel Weekly understands staff at Crystal are hurriedly tucking in their shirts, shining their shoes and tidying their quarters in the hope of impressing the company’s new COO.

Share

CommentComments