Customers want holidays to be hassle free from start to finish. Mimi Hudoyou, Paige Lee Pei Qi, Shekhar Niyogi and S Puvaneswary look at how agencies are achieving this
The client wants to watch the sunrise from the 110th floor of Burj Khalifa when it is not open yet. Another wants to exchange rings underwater among the corals in Great Barrier Reef. A third wants to be photographed with the sharks in an aquarium without it being apparent that it is an aquarium. Such requests are increasingly de rigueur for travel companies, whether an owner-driven boutique agency or a large tour operator.
To cater to special interest customers seeking customised travel programmes, outbound agencies are investing more time to tailor their offerings according to requests.
Anthony Chan, group managing director, Chan Brothers Travel Singapore, said: “Planning, sourcing and quoting for customised tours can be extremely resource draining and time consuming.
“The complexity of customisation, which usually requires detailed and lengthy elaboration from a face-to-face personnel, makes this a challenging product to be offered online.”
Likewise for Clifford Neo, managing director of Singapore-based Dynasty Travel, the challenge lies in having to manage variable components such as airfares and hotels.
He said: “We are able to work on economies of scale for special hotel rates as we do have volumes for certain hotels with our big groups and incentive tours as well.”
Promotional airfares are also utilised to keep costs down. Neo explained: “For us to enjoy higher profits, we may suggest to customers to travel during low season. We will work out the cost savings and value-adds for customers when they choose to travel during low season.”
For Panorama Tours Indonesia, groups of small sizes are booked through the GDS at rates offered, while requests for group rates are made to suppliers for bigger numbers, said its managing director, travel management, Hellen Xu.
She added: “The advantage of being a big company is that we can negotiate prices based on total production as a group in a year; this way, we can keep prices down.
“To ensure profitability, we mark up the price to cover operational costs and get some profit, and in cases of big volume, we obtain kickbacks when we achieve a certain target.”
High expectations come at a price
Dynasty Travel’s Neo pointed out that a customised tour package can be up to 40 per cent dearer than run-of-the-mill products. They usually include private car transfers, minimal shopping stops, and exclusive food and tourist attractions based on client preferences.
Thus these high-end programmes are often sought by those with deeper pockets.
Valmiki Hari Kishan, managing director, India-based Valmiki Travel & Tourism Solutions, said: “Clients who request customisation of tour itineraries are frequent travellers who want experiential holidays that are off the beaten track and will cater to their preferences in every way. They are affluent and have sufficient time to indulge themselves.”
However, not all travellers may be realistic in their demands, say agencies.
Apple Vacations & Conventions Malaysia’s MICE manager, Queenney Lew, observed: “Clients may have a small budget but expect to stay in a five-star hotel and eat at fine-dining outlets. To prevent misunderstanding, we always get them to sign an agreement before departure for the tour details we proposed based on their budget.
“For best tour package fares, the client should give us a lead time of at least three months. If it is a last-minute booking, we will not be able to negotiate with hotels and airlines for the best prices.”
“We do our best to accommodate the clients’ needs, which sometimes can be complicated, but they are not always ready to pay a high price,” added Panorama’s Xu.
Staff knowledge is key
As such, it is crucial for travel consultants to give the right advice to clients, Xu pointed out.
Sanjay Kothari, managing director, Just Holidays India, said: “I have demarcated my staff as per their expertise, e.g. island holidays, where they are expected to know the difference between beaches in Seychelles and those in the Maldives.
“I also train my staff region-wise and based on the character of the destination. For instance one person for Australia and New Zealand, another for Turkey and Greece and yet another who knows the difference between different game reserves in Africa.”
Smailing Tours Indonesia also has dedicated staff for its Signature Products division, which offers customised travel programmes with culinary, sports and shopping themes.
Signature specialists go on fam trips and participate in trainings on upmarket travel products organised by NTOs, said spokesperson Putu Aristyadewi.
“The specialists will then conduct training for travel consultants on the products, so that they are aware and can give preliminary information to customers and refer interested clients to the specialists,” she explained.
At Apple Vacations, its customised travel team often holds regular meetings where tour leaders share with the operations team about their recent experiences. Frontliners who are new to the industry will also accompany senior tour leaders on tours to gain experience, said Lew.
Travel consultants selling customised programmes must have passion, patience and persistence in order to successfully create unique tour packages, opined Valmiki Travel’s Kishan.
Dynasty Travel’s Neo added: “This is a personalised service that requires in-depth destination product knowledge. The Internet is a base for customers to get information and, as a travel agency, we need to assist to sieve out the information and advise them accordingly.”
Others like Ankur Khanna, managing director, Tristar Holidays India, believe in interacting with his high net worth clients personally for all their customisation needs. “They trust my experience and my knowledge. Often I tell them not to go somewhere with good reason and they take my advice. With such clients, the interaction is relationship-based.”
Reliable partners needed
Strong support from ground operators is critical in helping agencies meet their customers’ demands.
“We value knowledgeable and innovative operators who are willing and able to go beyond off-the-shelf programmes to offer bespoke experiences and unchartered territories despite the smaller group sizes,” said Chan Brothers’ Chan.
Tristar’s Khanna added: “My relationship with my suppliers is dependent upon mutual understanding that we are providing exclusive concierge services to very select clientele whose continued relationship with us is crucial for our success. Word of mouth is invaluable.”
Besides having the right expertise, overseas land operators also “need to have ‘muscle’ or connections in negotiating good rates”, said Dynasty Travel’s Neo.
“We need suppliers to be more flexible in their policy and also help us by giving suggestions on how to maximise clients’ time and money,” said Panorama Tours’ Xu.
Timeliness is also crucial. Apple Vacations’ Lew said: “Clients wish for a really hassle-free holiday. Our customised tours are also flexible with our driver and guide on stand-by. Based on experience, we know there will always be clients who will make last-minute changes to their bookings and tour itineraries.
“Our customers expect us to respond quickly to their requests. Hence it is imperative that we establish a good working relationship with our suppliers.
“Operation wise, suppliers such as hotels, ground operators and airlines should respond quickly when we request for change of dates and alternative arrangements…We filter our ground operators and work with those who give us good support.”
Additional reporting from Paige Lee Pei Qi, Shekhar Niyogi, S Puvaneswar
