Last time I wrote, I shared insights about popular/less popular
destinations and travel trends of today’s affluent consumer based on a survey Strategic
Vision conducted with approximately 50 travel advisors at the owner or manager
level. We learned that Italy was one of the most popular destinations for
bookings in the last six months, Southeast Asia and the U.S. are trending up
destinations, Hawaii and villa rentals in Italy and France continue to grow in
popularity for family travel (a burgeoning trend in itself), and much more. We
also heard from numerous agencies that are experiencing different trends than
those surveyed, so I’d like to thank those who shared their feedback.
Keeping the dialogue going, here I review survey results on the
subjects of ancillary fees and social media.
EXPLAINING FEES
We’ve been concerned about fees and wanted to follow the
conversation. Respondents overwhelmingly
believed in clearly outlining all fees
to their clients – whether ancillary fees from hotels and airlines or
service charges from travel agencies – so there are no surprises. One respondent said their agency has a
spreadsheet with all ancillary expenses clearly defined, and that travel
counselors “are trained to explain each fee along the way.” Respondents noted that fees are a “sign of the times” and “part of today’s landscape,” and
one commented that “it is a way of life but there are ways around it.”
While the fees are not necessarily a “major issue questioned by luxury
clients” because most are “used to them” and not “price-sensitive,” clients do demand more transparency so as
to understand exactly what they are paying. This desire for transparency
goes beyond fees – clients are
continuing to require a cost breakdown for all the elements of their trip.
In terms of agency fees, they cover “time, research and expertise” for
“customized services beyond the travel components,” and clients tend to be
“amiable” if they understand what the charges are for.
