1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart –...

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1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional Contents copyright 2007 by Fred Gebhart All rights reserved

Transcript of 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart –...

Page 1: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Emerging DestinationsHow to Sell Emerging Destinations

in Dollars and Cents

Fred Gebhart – author, DS East Asia

Contributing Editor, Travel Professional

Contents copyright 2007 by Fred Gebhart

All rights reserved

Page 2: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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The Reporter’s View WhoWhatWhyWhereWhenHow

Page 3: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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The Travel Retailer’s View

What is an emerging destinationWhere are emerging destinationsWhy sell emerging destinationsWhen sell emerging destinationsWho buys emerging destinationsHow to sell emerging destinations

Page 4: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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To Sell or Not To Sell?

Page 5: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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What is an Emerging Destination?

Page 6: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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What is an Emerging Destination?

Page 7: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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What is an Emerging Destination?

Page 8: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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What is an Emerging Destination?

Page 9: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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What is an Emerging Destination?

Page 10: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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You’ll Know an Emerging Destination When you See It!

Page 11: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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An Emerging Destination Is:

unknown to your clients exotic to your clients adventurous to your clients on the edge to your clients an experience, not a trip something to boast about

Page 12: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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An Emerging Destination Is Not:

mass market easy to uncover easy to package easy to get to easy to move around easy to forget

Page 13: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Where are Emerging Destinations? Beyond your client’s comfort

zone Familiar to some Eastern Europe, Africa, Middle

East, Latin America, Asia-Pacific

Page 14: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Focus on Southeast Asia Cambodia Laos Myanmar Northern Thailand

Page 15: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Page 16: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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The Nonstop Myth

Bangkok Singapore

Page 17: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Getting There Direct Japan Korea Taiwan Bangkok Singapore Kuala

Lumpur

Page 18: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Getting Around Air Ground Water

Page 19: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Getting Information

Tour operators

Wholesalers Trade

shows

Page 20: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Tour Operators

Pro• Preconfigured product• Add pre & post modules• May offer exclusive access• Name recognition• Familiarity

Page 21: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Tour Operators

Con• Preconfigured product• Pricing limits profit potential• Image • Name recognition

Page 22: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Wholesalers

Pro• More flexibility• Brand your own product• Easier to add pre & post• Better margins• Special handling

Page 23: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Wholesalers

Con• Need more product knowledge• Time investment• No brand support• Your name on the line

Page 24: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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US Contacts Can Help

• Exotissimo• Indochina

Services

Page 25: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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US Contacts Can Help

• Exotissimo North America• Lee Marona, President• Tel: 877-396-8687 • http://www.exotissimo.com

Page 26: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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US Contacts Can Help

• Indochina Services• Paul Tomash, Managing Director• Tel: 415-434-4015• http://www.indochina-services.co

m

Page 27: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Trade Shows• Leisure vs. MICE

Page 28: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Trade Shows• IT&CMA—October

• http://www.itcma.com.sg• ATF—Jan/Feb

• http://www.atf2007.travel • PATA Travel Mart—Sept

• http://www.pata.org • ITB—March

• http://www.itb-berlin.com • ITB Asia—Fall, 2008

Page 29: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Combo Sales are Key

• On the edge + luxury• Adventure + civilization• Emerging destination +

mature destination• New + familiar

Page 30: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Why Sell Emerging Destinations?

Page 31: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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A Tough Sell Clients don’t know the area You don’t know the area Information gap Long, drawn out travel Poor infrastructure

Page 32: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Fear of the Unknown

Page 33: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Is it Healthy?

Photo copyright Christine Potter

Page 34: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Is it Healthy?Centers for Disease Control and Prevention (CDC) http://www.cdc.gov/travel/destinat.htm

World Health Organization (WHO)

http://www.who.int/ith/en/

Page 35: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Is it Healthy?International Society of Travel Medicine (ISTM)

http://istm.org

The Traveler’s Medical Guide

Gary Fujimoto, MD

http://www.prairiesmokepress.com/medguide.html

Page 36: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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A Money Machine

Page 37: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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A Profitable Sell Higher dollar value per sale Higher commission rate Higher yield Higher visibility to clients More loyal customers More repeat business

Page 38: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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When to Sell Emerging Destinations? Anytime!

Page 39: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Seasons

Winter cooler, drier Nov—Feb Summer hotter, wetter Apr--

Sep

Page 40: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Holiday Crowds

Christmas/New Year Chinese New Year Buddhist New Year Golden Week Japan

• May

Golden Week China• Jan/Feb, May, Sept/Oct—maybe!

Page 41: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Why Emerging Destinations are Profitable

Dreams Sell

Page 42: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Why Emerging Destinations are Profitable

Clients don’t know the product Most travel agents don’t know

the product Suppliers lack infrastructure to

sell direct Websites offfer basic products

Page 43: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Showcase Your Expertise

Long haul travelers are nearly three times more likely to buy from a physical agency than the typical leisure traveler.

Henry Harteveldt, VP Travel Research, Forester Research

Page 44: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Showcase Your Expertise

“I can sit down with one client and sell a $20,000 booking or I can sit down with a hundred clients for a $2,000 cruise. I can sell as much in half the time, a quarter of the effort, and less guff from clients over expectations the mass market products can never meet. The profitability is there and you can almost name your own price.”

Don Kiselewski, Palm Beach Gardens Carlson Wagonlit Travel

Travel Professional April/May 2006 pg. 22

Page 45: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Who Buys Emerging Destinations? Upper and lower market segments Don’t write of backpackers Don’t write off the rich Don’t count on the rich Aspirations rule

Page 46: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Emerging Destination Travelers Want to sightdo, not sightsee Prefer education to

entertainment Collect more experiences than

souvenirs

Page 47: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Emerging Destination Travelers Want unique experiences Want authentic experiences

Page 48: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Emerging Destination Travelers Are affluent, not rich Wealth = net worth, income Affluence = spending habits

Page 49: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Pick Your Client Boomer couple, $5 million

income, hate to waste money on transient pleasures

Boomer couple, $50 K income, happy to run up credit card bills to have fun, impress the neighbors

Page 50: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Finding Potential Clients Beach & resort lovers Active & adventure travelers Eco-travelers & nature lovers Culture collectors Sybarites & backpackers Divers, snorkelers & sailors Honeymooners

Page 51: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Niche Markets by PassionBeaches Ecotourism Wildlife Casinos

Luxury Food & drink

Honeymoon Rural Hideaways

Trains Self-drive Cruising Adventure

Culture Volcanoes Mountain climbing

Big Cities

History Nightlife Ethnic & Religious

Hiking

Page 52: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Niche Markets by Culture Chinese Thai Indian Khmer Western influences: Spanish,

Dutch, French, British, American Buddhist, Confucian, Islamic,

Animist

Page 53: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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How to Sell Emerging Destinations Sell the dream

Page 54: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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How to Sell Emerging Destinations Not the reality

Page 55: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Identify Potential Clients Think dreams, not plans Think affluence, not income Segment current client base

• Upscale hotels• More adventurous travel• More international travel

Page 56: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Look for Affluence Locally Business owners Self-employed professionals Rising corporate execs Recently retired

Page 57: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Become the Local Expert Search out local media

coverage Pitch your travel expertise Host a radio show Speak Donate a trip or consultation

Page 58: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Build Third Party Endorsements Friend, family member84% Business associate 66% Guide book 54% Travel agent 51% Media reports 44% Website 32% Brochure 30%

Source: CLIA

Page 59: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Identify Client Dreams The Great Explorer Exotica Explore cultures Bragging rights Lap of luxury Roughing it

Page 60: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Identify Client Needs Newbie or old hand? Crowds or solitude? Urban or rural? Pampered or independent? Exotic or familiar?

Page 61: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Recommend Products

Page 62: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Recommend Products You cannot match client and

product unless you know both You must articulate benefits

based on the client's dreams and needs

Page 63: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Objections Questions about climate, crowds,

culture, language, etc can seal the sale

Distance and travel time Value, not price If you've sold into the dreams and

met the needs, there may not be any objections

Page 64: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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CTSS: Close the Sale, Stupid Assume “Which credit card would you

like to use for the deposit?" Choice “Is it better to leave in the

morning or the evening?" Summarize "This destination has

everything you're looking for: it's off the beaten track but relatively easy to get to, exotic, great food, plenty of places to explore, and none of your neighbors have been there."

Page 65: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Build Relationships and Sales Track client preferences, likes,

dislikes, and “I wish I could haves” Send regular updates by email,

postcard, newsletter and phone with personal recommendations

Destination seminars Help clients enjoy favorite

experiences in a new destination

Page 66: 1 Emerging Destinations How to Sell Emerging Destinations in Dollars and Cents Fred Gebhart – author, DS East Asia Contributing Editor, Travel Professional.

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Let Me Know How I Can Help

Fred Gebhart

Author, Destination Specialist: East Asia

Contributing Editor, Travel Professional

Tel: 415-681-3018

http://ww.fredgebhart.com

http://ww.thetravelinstitute.com