Panel: Malaka Hilton Admiral Travel Gallery, David Lowy Renshaw Travel, Shane Paquette  En Route Travel, Randy Yaroch Travel Society

Gen X= people born 1964 and 1984

Gen Y= people born 1980s to early 1990s

Moderator Joshua Bush: 65% of all travel agents over 45. Number of full time agents has dropped by 50% in ten years or so. Same time a big increase in travel spending. Gen X and Y grew up with internet and are self reliant do it yourselfers. Research there own purchases and like to control the process. Children of parents who use travel agents more likely to do so themselves for big ticket trips. Will trust honeymoon to Mom’s travel agent.

Panel-direct mail can work. social networking: twitter and facebook. Panel-search facebook for trip discussions homeymoons. Linked In network with other professionals. 20-30 ages are self starters and self sufficient not so trusting of people they are not connected with. Panel- These people are doing their own research come in knowing the destination and hotel etc. Advisors should emphasize our contacts VIP treatment. Randy- need new hooks for new generation. uses a rental car co in L.A. that meets clients with name on card and a town car instead of a shuttle at competitive rates. X-Y generations love it. Panel- facebook don’t do only for business it is also important to be social. Make it personal we are going to see Placido Domingo back stage. We are driving alfa romeos in Italy etc. Drop names and places to stimulate interest. David- important to have a blog. Questioner asked how can I get all these facebook friends without getting bombarded by all these “I’m walking my dog now” updates. <Me I am cool with the mundane updates and following my kid’s friends is a source of potential bookings. They got me on facebook in the first place> Questioner is facebook going to be passe by the time we older folks get up to speed? How can we know what the next trend the youngsters will be on to? Panel- Checking into Villa D’Este and a couple heard her group was getting breakfast free and asked why they weren’t. Desk told them they booked with Virtuoso advisor and gave them her card. She posted on facebook and someone responded I didn’t know that. Shane- not the end all or be all to use facebook or twitter but part of the pie, and one that appeals to gen X-Y. Questioner says Virtuoso should have more cool 4 star or 3 star properties and offer amenities to lure the gen X-Y more W hotels etc. Panel- says try to get extras via on sites. Comment from Gen X advisor that many want boutique not Ritz or other name brands. Have to be creative and emphasize time savings (especially for those with kids). Panel- work both ways with generations, go for kid’s parents and parents’ kids. Comment from advisor: ask for perks for clients at non-Virtuoso properties. Try to build relationships at people outside the network. Joshua- be careful to keep relationships within the Virtuoso network via on sites and tour operators. Panel- the relationships we build at Travel Mart meetings are the core of what sets us apart and creates customer satisfaction. Comment from advisor: How do we reach the gen X-Y and let them know our advantages and establish credibility? Another advisor- give them value they are price sensitive but do want some expertise. Joshua- It might take two or three trips to win them over as long term clients. Panel- get up front planning fee and many X-Y s will pay no problem then work with you to plan not do it themselves on the Internet.  Emphasis on the experience of travel. Sea Dream yacht club for gen X-Y. Use on sites and hotel connections to build memorable trips. Offer access to celebrity or experiences clients can’t get elsewhere.

I do not pretend to be young or on top of all the latest in youth culture, but I am building my luxury travel business mostly with people in their 20’s and 30’s. How is an offline travel agent making repeat clients our of the online generation? Connections, baby! If the headline fits you probably know how to get inside the velvet ropes at the trendy clubs in your city. You think nothing of tipping a doorman or working your connections to bypass the line outside. You may even pay up to get a table in the VIP. What you probably don’t know is that booking your hotel stay on the internet puts you on the wrong side of the velvet ropes, and far from the VIP room you want and deserve.

I am a father who had a very open household as my kids grew up. We had one of those houses where kids didn’t mind hanging out. As our kids became successful young adults their friends have kept in touch. One young couple we know booked their honeymoon on the internet at very nice hotels in Hawaii. I had just started my adventure as a travel agent. After we looked at the photos I pointed out to them that they were in two Virtuoso properties. If they had booked with me they would have had a room upgrade if available, free daily breakfast, resort credits, and VIP status all for the same price they paid on the internet. They let me compare their next trip to what they could do themselves on the web and have been regular clients since. When they start planning a trip now the first question is usually “Is that a Virtuoso hotel?”

This has led to a number of referrals to their friends who are also becoming regular customers. You are probably already hooked on the idea of getting VIP treatment. What most of you don’t know is the cool way to book your travel is not on the internet. A recent article claimed that only 7% of this age cohort uses traditional travel agents! You are the web generation indeed. Are you sure you want that online room? What I offer that the web can’t is connections. I am off to Las Vegas this weekend to build on the great connections I have already made. At Virtuoso Travel Mart we have the opportunity to meet with the sales managers and general managers at the chic hotels you crave. These are the people who decide who gets the VIP treatment and who doesn’t. Who would you give the best room to, an anonymous booking or the client of someone you know? I don’t need to know the doorman, I know the doorman’s boss.

As luxury travel agents we take every opportunity to create and nurture relationships with the people at the places you want to stay. If you don’t schmooze you lose. What the internet travel sites will never be able to do is replace the person to person relationships that we have. Many of the people I have met in the industry want you to book your trip with us, not on the web. It makes it easier for them to make sure your stay is exactly what you were looking for. This creates a satisfaction that leads to repeat business. We have a very high rate of repeat business among our clients. We also mostly generate our new business off of referrals from our happy clients. The internet travel sites struggle with customer loyalty. Under 20% of internet booking customers express satisfaction with the experience. Repeat business is just as low. I know once I get you inside the velvet ropes and into the VIP you will come back for more. Not to mention the free breakfast and resort credit.