Kylie Crouch at the NZ Travel Brokers Conference, Wairakei Resort Taupo over the weekend Kylie Crouch at the NZ Travel Brokers Conference, Wairakei Resort Taupo over the weekend

Tell your story

Brokers who effectively tell their story and highlight their points of difference will reap the rewards in business, delegates at a major conference in Taupo were told over the weekend.


Speaking to NZ Travel Brokers with a message that also holds true for ‘bricks and mortar’ agents, First Travel Group’s Kylie Crouch emphasised the need to encourage client referrals and to ‘future proof’ business by creating travel plans with top customers. ‘Start telling your story. Why did you decide to get into travel? How long have you been in the industry, what are the most significant changes you have seen, what was your best journey and why? Clients love to hear this sort of thing from you.’


Crouch says brokers can also educate clients and bust a few myths along the way. ‘Things like a broker or agent is more expensive than online bookings, or I don’t need travel insurance because I am only going to the Pacific. If you tackle those myths and you inform and educate you will also build loyalty.’ She says agents, home based or otherwise, should use their customers as advocates. ‘Use their travel to showcase your expertise. Do it subtly, put it on the bottom of your welcome home letters perhaps. But don’t be afraid to do it.’ Crouch says creating travel plans for clients means that agents can be proactive, rather than waiting for customers to come to them. ‘Sometimes clients do the big stuff with you but book their own short haul direct. Maybe they think you don’t want to be bothered with the shorter trips. ‘You want them to book everything with you. Having a plan will let you know what their aspirations are, so you can instigate things when specials pop up.’

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