Selling Travel 101: How Can I Compete With AARP?
by John Hawks

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To a degree, that's very understandable. Because many of these organizations perform good deeds throughout each year, they should have the support of their local members. However, as your clients' professional travel agent, you also have the responsibility of recommending that they ask some tough questions before they turn over their future vacations or business trips to any new travel providers.

Question # 1: Are they truly getting the best travel deals through their local nonprofits?

Many travel suppliers like cruise lines and hotel companies have now gone to "level playing field" pricing, so that consumers will truly find the same rates no matter which local travel agency or Web site they choose for their bookings. Another challenge is that nonprofit groups inexperienced in providing travel programs may not always promote the true final price for their trips, because they don't know how to anticipate those nasty surprises that crop up in the form of hidden fees and additional taxes. Also, nonprofits sometimes throw in extra "margins" to raise funds for their programs -- and those margins may price the trip above and beyond what your clients would pay if they booked their trip through you.

Question # 2: Where will they go when questions or problems arise with their trip?

The biggest benefit your clients will receive when they book trips through you locally is just that: You're local -- with a neighborhood address and local telephone number. Think about what might happen if your longtime clients book their next cruise or resort getaway through the new AARP arrangement with Travelocity, for example, just when hurricane warnings begin appearing in the news. Would your clients rather deal with a travel Web site operator who may be located thousands of miles away from your city -- or, would they feel safer dealing with you as their local travel agent whom they can easily find when they need help?

Don't be afraid to defend your turf when nonprofit groups try to muscle in on your business. Without question, your clients should be supportive members of the nonprofits to which they belong -- but that doesn't mean they should take a chance with their next trip!