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Travel Advisors Share Strategies for Selling All-Inclusive Packages
This article originally appeared in the July issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
As the all-inclusive resort segment continues to evolve, savvy travel advisors are changing right along with it – by fine-tuning their marketing and sales strategies to make the most of the industry’s latest initiatives and offerings.
“All-inclusive resorts have undergone significant transformations,” said John Lovell, the former president of Travel Leaders Network, who recently transitioned to a role in the cruise industry. “The focus has shifted from the traditional, hotel-stay-only model to luxurious and innovative concepts, catering to a broader range of preferences and expectations.”
Emphasizing Experiences
Lovell praised the variety of new experiences available at today’s all-inclusive properties. “Many brands have introduced new concepts, such as wellness-focused programs, culinary partnerships with renowned chefs and experiential activities such as eco-tourism adventures,” he said.
“One standout innovation is the inclusion of immersive cultural experiences, allowing guests to connect with the unique culture in a particular destination.”
Damon Spady, owner of Damon’s Getaways, agreed about the importance of new offerings in the space.
“All-inclusive resorts have shifted their focus toward luxury and personalization,” he said. “They’re also targeting specific niches. Elevated culinary offerings satisfy foodie travelers, while a new emphasis on wellness and sustainability attracts guests [who are] passionate about those lifestyles.”
Dispelling Misconceptions
“A common misconception is that all-inclusive resorts lack quality or uniqueness,” Lovell said. “To address this, it’s essential to educate clients about the expansive range of options available, from gourmet dining to exclusive activities.”
Spady of Damon’s Getaways also stressed the need to update clients about the nuts and bolts of the all-inclusive concept.
“I prioritize education with my clients,” he said. “I know their preferences, I’m honest, and I set expectations. I sell the complete all-inclusive experience – not just the resort features.”
Michele Bridges, owner of Bridges Worldwide Travel, had a similar take: “The biggest misconception is that every all-inclusive is the same – with the same type of food, same type of accommodations, same type of amenities – and that’s definitely not true.”
A Broadening Market
“There is no ‘all-inclusive’ type of client anymore – all-inclusive [resorts] have evolved to match all clients,” Bridges added. “You just need to know how to match and qualify the right one to the client.”
“The demand for all-inclusive resorts is diverse, spanning families, couples and groups of friends,” Lovell said. “We have clients from high-end travelers to more value-conscious millennials.”
Spady said he targets multiple demographics, noting that all-inclusives are popular with couples and honeymooners, as well as families with children, destination weddings, groups and those looking for adults-only experiences.
Enticing High-End Clients
Big-budget travelers can find lots to love in an all-inclusive vacation, Spady said.
“What was once viewed as a budget-friendly, one-size-fits-all option has evolved into a sophisticated, experience-rich alternative to traditional luxury travel,” he said.
Lovell recommended emphasizing specific features when communicating with luxury-seeking clients.
“Appealing to high-end travelers by emphasizing exclusivity, bespoke services and sophisticated design has definitely changed the category’s perception,” he said.
Bridges also suggested offering indulgent experiences to these clients, noting that advisors could consider adding in Michelin-starred restaurants and magical experiences, like dining in a cenote while being serenaded by a violin, or booking personal butlers who put sliced cucumbers on your eyes while you lay poolside.
“These are the lavish extras that my high-end travelers can experience,” she said.
Understanding Your Client
As with any type of travel, qualifying clients is crucial.
“To successfully sell all-inclusive resorts, it’s vital to understand your clients’ priorities,” said John Lovell.
“Emphasize the value of what’s included, and tailor recommendations to match their interests.”
Damon Spady of Damon’s Getaways recommended recognizing what makes each client and resort unique.
“Match the right resort to the right client through careful listening, education and expectation-setting,” he said. “Stay engaged with the client before, during and after the trip.”
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