California gets Clout from Host Agency (Travel Trade)
By George Dooley - Travel Trade.
Montrose Travel, a $110-million travel management company and one of the Top 50 travel agencies in America, offers exclusive Home Based and Independent Contractor programs via its Host agency division, MTravel.com. According to Andi McClure-Mysza, president, IC Division, “Montrose Travel has been working quite successfully with Independent Contractors of all types in a Host agency capacity since 1973. Independents can choose the program that best fits their needs.”
One of Montrose’s many success success stories is LCF Custom Travel & Tours, La Canada Flintridge, CA. An an Independent Contractor affiliate of MTravel.com, the agency, owned by Patricia Blanche, focuses exclusively on the upscale leisure travel market and has a 90% repeat business rate, four staffers and sales north of $2 million. “We serve a growing, but demanding market niche that demands expertise from the agent,” she said. Her affiliation with Montrose Travel - now in its ninth year - delivers buying power, considerable marketing clout, as well as access to the resources of the consortium, Ensemble Travel. Blanche’s agency also uses MTravel.com to sell air and for back office account and support technology. “With its reputation for honesty, quality and profitability, my decision to join MTravel.com was an easy one. With so many travel companies failing to meet the demands of the new travel marketplace, I wanted to be a part of growing, dynamic company that is looking to the future,” said Blanche.
As an expert on selling upscale travel, Blanche has some advice for other agents who want to serve this high-end market. “Agents must develop in-depth personal expertise and a strong commitment to unsurpassed client service,” said Blanche, adding that there is no substitute for knowledge about destinations, regions, accommodations and services, including personal visits.
Upscale clients pay more and, in return, expect expert advice from their agents who are often charged with developing complex itineraries, she noted.
Extensive travel experience is basic to serving this market. Blanche said that there is no high-tech substitute for good judgment - not only when selecting a cruise line or resort, but also judgment about the client and his needs. “Agents have to listen carefully. They must read and learn and travel and develop a strong sense of customer service. Good agents with valued clients are on-call 24/7,” said Blanche.
Blanche travels constantly and has visited some 70 countries, giving her a genuine insight into destinations, hotels, attractions and services. She continually revisits destinations to update her knowledge. “Our clients rely on us to design and customize trips that meet their expectations. They want, expect and get five-star services.”
Travel agents who want to serve a luxury clientele can’t fake it, she said. Agents must know their business and their suppliers. At the same time, Blanche said that luxury suppliers must live up to expectations and deliver on their promises to travelers and agents. “Brands targeting upscale clients must live up to their promise. Mutual trust and confidence between agent, client and supplier - is basic,” she said.
Blanche is convinced of the value of professional travel agents, but is concerned about the ability of the industry to attract, retain and reward skilled travel agents who can serve upscale clients. “The costs of being in business for yourself as an Independent agent can be high, including such basics as health insurance. How do we reward high performers?” she asked.
Managing client relationships with technology may help in high volume agencies, but the agent who serves upscale clientele must invest time and special effort. This can include making dining reservations in top restaurants or getting tickets to special events. Blanche noted that it’s a high touch, personal business.
Interpersonal relationships are not easily quantified, yet are critical to serving upscale clients. Agents will often be dealing with very knowledgeable clients with special interests. Often they are connoisseurs and experienced travelers. This, Blanche believes, takes special skills, maturity of judgment and genuine expertise.
Another successful area for LCF Custom Travel & Tours is arranging educational trips for student groups, with emphasis on cultural exchanges. One trip with 100 students to the former USSR and Scandinavia drew praise from former President George H.W. Bush.
A former English teacher, Blanche opened her agency in 1980. “We have clearly benefited from our association with MTravel.com and its co-op, Ensemble Travel. They offer marketing and technology resources that complement our core competencies and client base.”
