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Luxury Tour Operators reveal: the top 10 criteria for gaining
inclusion in their programmes
April 11, 2005...Gaining entry into a luxury tour operator’s programme is
often a critical necessity for many luxury properties, due to the operator’s
loyal databases, premium positioning, and wide distribution.
However some
are more successful than others at being included in these programmes, due not
only to their location and service, but also to their ability to manage a long
term professional relationship with the tour operator.
Six luxury
European tour operators provided insights into their selection criteria, which
ranged from hotel characteristics, to the professionalism of hotel staff:
Outstanding Personalised Service. This was the no 1 priority for all operators, who stated
the importance of providing excellent service for their very discerning
clientele. “Our clients are more discerning than the average, so it is
extremely important to be able to rely on a hotel to understand and provide for
our clients’ special needs” said a leading operator. “These needs may include
availability of multi-lingual staff, special foods such as Soya milk, or an
extensive wine list.”
Ongoing customer appeal. Properties
that do not generate sufficient sales due to waning customer appeal may find
themselves removed from a brochure or programme due to lack of customer
interest, particularly if new or more attractive properties enter into the
market.
Excellent Location. Location was extremely important, on one hand to provide a
range of activities complementary to the type of holiday, such as beaches,
cultural attractions, and sports; on the other hand to be nearby restaurants,
the centre of town, or the office in the case of business properties. “As
cultural touring specialists, the hotel has to be in an area that is attractive
to our clients” said Lucy Nicholson, Product Manager –
Latin America for
Cox & Kings.
Quality Facilities. The
inclusion of a spa was deemed very important by several operators, citing the
new wellness trends. Exotic treatments such as caviar facials, or hot stone
therapy were mentioned as adding extra appeal, as were holistic classes such as
meditation or Tai Chi. However general facilities such as good restaurants, gym,
pool, business centre, sporting facilities and special playing facilities for
children were also very important.
Luxurious Rooms Luxurious
appointments were seen as essential by most operators, with a particular
emphasis on good bathrooms. Some requested modern, fully equipped rooms, with
clear instructions for the use of facilities. Others deemed privacy and
seclusion important for their discerning guests. A variety of room types,
ranging from rooms for families with interconnecting rooms, to intimate suites
for honeymooners or couples on a romantic weekend were also attractive.
EU compliance and Responsible Tourism.
Strict laws governing European tour
operators require any hotel featured by a tour operator to comply with several
legal requirements, such as fire and safety regulations. In addition, the
environmental impact of tourism, especially in wilderness areas, was of concern
to many luxury tour operators and their clients, who favour properties that are
sensitive to the
ecological and cultural protection of the
environment.
Character.
For many discerning clients, the character of the hotel was
seen to be important, as well as local flavour even if it is part of an
international chain.
Marketing Incentives.
Provision of a variety of marketing incentives and special
offers was important. “We are always receptive to hotels that provide creative
offers, especially if they are clearly presented and communicated in a timely
manner,” said Marcelle Hoff, Joint Managing Director Expressions Holidays.
Efficiency, Flexibility and regular
Training.
Hotels showing efficiency and flexibility
when dealing with a tour operator are highly rated, as are those who provide
regular training to reservations teams. Examples included prompt cooperation in
the provision of images, contracts and any other information necessary to
produce a brochure or website. Flexibility was seen as important in finding
solutions to meet additional client requirements. A willingness to train tour
operator staff regularly to educate them on the unique qualities of a property
were seen as an aid to selling the property and maintaining good relationships.
Consistent rate and availability Management. Maintaining a relatively
competitive rate was deemed important, to ensure that there were not wide price
variances between properties of a similar quality. For long-haul operators, it
was important for hotels to provide competitive rates to ground handlers,
especially in the developing world, where it is difficult to book directly and
much easier to deal entirely with a ground handler.
Others cited
the importance of being consistent in providing good availability for the tour
operator in peak seasons, and not just low.
“We generate the most
business, on a long-term basis, to properties that combine a consistent standard
of service and facilities with a long-term commitment as a strategic partner”
said
Vanessa
Morris, Public
Relations Manager for
Elegant Resorts. “Importantly, we appreciate hotels that support us when
times are good, and not just when they need the business.”
Luxury tour
operators occupy a specialised niche in the travel arena, and tend to command
exceptional loyalty from their clients, especially their long-term customers.
Despite the
growth of internet bookings and the increase in direct to consumer marketing,
other factors such as ease of booking, local knowledge and legal protection
under stringent European laws are likely to keep luxury tour operators in
business for quite some time.
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