The Making Of ‘The Specialist’

International tourism boards seem to have found the perfect destination marketing strategy in specialist training programmes, says Sheetal Wadhwa Munshaw

Training, an instrumental strategy in the hospitality industry, has now become a key marketing tool in the tourism industry as well. International tourism boards, instead of servicing a pot pourri of travel agencies, are now focusing on a concentrated network of ‘specialist’ agencies.

Elaborates Maggie White, regional manager, South and South East Asia, ATC (Australian Tourist Commission), "We firmly believe the ASP (Aussie Specialist Programme) should be used to reward those who put in the effort to train up and learn about Australia. At the end of the day, the ATC will support those agents who support the destination."

On the other hand, outbound agents have also clearly identified their niche and adopted the ‘specialist’ strategy. "Being focussed and committed to select destinations certainly pays rich dividends and ensures that you have an upper hand on product knowledge and in turn enables you to better service discerning travellers," says Heena Munshaw, managing director, Beacon Holidays Pvt. Ltd

The specialist approach provides for a reciprocal preferential partnership whereby both the agent and the tourism board support each other and have common goals. So while the agents market or sell select destinations and remain committed to the same, the respective tourism board extends support in terms of marketing, research and development, destination information, exposure as well as training to these agents.

Specialist training programmes in India

So far only two international tourism boards have floated the concept of ‘Specialist training programmes’ namely ASP (Aussie Specialist Programme) by ATC (Australian Tourist Commission) who have pioneered this concept and SAFundi by SATOUR (South African Tourism). Kiwi expert by NZTB (New Zealand Tourism Board) is currently underway.

The ASP (Aussie Specialist Programme)

The ‘Aussie Specialist On-Line Training Programme’ is believed to be the first fully web based online national tourist office destination training programme in the world (it recently won the Pacific Asia Travel Association (PATA) 2002 Grand Award for training and education). The training programme offers consistency of training across markets, increased efficiencies, and savings to the ATC. At the same time, it serves as a live reference tool providing the latest information about Australia to travel agents.

The ASP first began in the UK/Europe, North America and New Zealand to set up a distribution network for Australian products, with "training" of the agents carried out either remotely or in seminar settings using manuals, videos and CD-ROMs.

"In Asia, we introduced RTPs (Retail Training Programmes) as a means of educating the front line staff and to build up their skills on selling Australia. However, with the addition of new markets combined with dwindling resources, we felt the need to be more focussed in building distribution. We looked at introducing the ASP into Asia but wanted a training aspect wherein agents could be trained systematically; at their own pace but with consistency on content. Hence an on-line Internet based training programme," explains White.

The programme was piloted in Malaysia (due to the large spread of travel agents throughout the country) in November 2000. Guidance and introduction to the training was done in the following ways:

• Classroom setting with each participant having their own terminal for Internet access
• One on one in the agent’s office
• Guidance over the phone
• Guidance through e-mail

India ranks as the number one country in terms of patronising the ASP. Registered specialists include 53 agents and 153 individual specialists.

The programme is aimed at frontline counter staff and travel consultants of travel agencies who wish to be Aussie Specialists. It has been developed over several years to help the ATC establish a wider and better quality distribution network as well as increase consultants’ knowledge on Australia as a destination. The content is biased towards the needs of the individual traveller rather than the group segment; and equips the travel agent to handle enquiries. The programme leads candidates from an introduction of Australia and the different states and territories to itinerary planning, the different product experiences available and acts as an up to date reference tool after training has been completed. Candidates who successfully compete the course are provided with ‘Aussie Specialist Certification’ for themselves as well their designated travel agency.

SAFundi

SATOUR (South African Tourism) launched SAFundi ‘South Africa Fundi Tourism Expert Training Course’ for Indian travel agents and tour operators at Indaba 2003. Says, Meoketsi Mosola, COO, SATOUR, "The programme will facilitate interested agents to learn about South Africa with a special focus on how to market the destination effectively. It is a self-taught programme which on completion will entitle individuals to a certificate. The programme is designed by professionals and is accredited by THETA (Tourism Hospitality & Education Training Authority), in South Africa."

The programme has incited an incredible response in the Indian market. Says Ruhi Daswani, president, Bulls & Bears Finance Limited (Travel & Tours), "The SAfundi course is definitely beneficial to the trade and provides us with a whole lot of detailed information. It not only facilitates the destination marketing process but also enhances our entire outlook towards the destination."

The course is both print and internet based, and is an extremely comprehensive destination training course. The seven modules include product information, major tourist attractions, the geographic overview of the country as well as practically useful information about infrastructure, planning information, itinerary planning and so on.

Feels Sarel Opperman, marketing manager - India, SATOUR, "The Indian market has matured significantly in the last few years and I believe that they are ready to become South African specialists. Indian travellers are highly sophisticated and very specific in their requirements. It is therefore important to equip the travel trade to skillfully provide detailed information on the destination."

The Kiwi Specialist Programme

Developed in July 2000, the ‘Kiwi Specialist Programme’ was designed for North American tourism professionals to specialise in selling New Zealand. There are today more than 1,000 Kiwi specialists throughout the USA and Canada. The programme offers an opportunity for tourism professionals to increase destination knowledge about New Zealand, keep abreast with new product information and to increase their New Zealand business. On successfully completing the modules, professionals will receive ‘Kiwi Specialist Certificates’.

The NZTB (New Zealand Tourism Board) is planning to launch the ‘Kiwi Specialist Programme’ in India by summer of 2004. Explains Kiran Nambiar, country manager - India, NZTB, " An online training module is being specifically designed for the Indian market, in Wellington. It should be launched formally in India by the end of this year or summer of next year. Introducing the programme will help us identify motivated agents who enable us to streamline the distribution network. In fact the ‘Kiwi Specialist Programme’ will serve as a base for industry professionals, based on which they will be involved in the ‘KiwiLink’ programme in India, the ‘Kiaora’ in Asia and finally our travel convention in New Zealand ‘TRENDZ’. Kiwi specialists will also be taken on trade familiarisation trips to update their product knowledge."

At this point however, the NZTB bureau in Mumbai undertakes weekly training sessions for the trade wherein concentrated groups are taken through intensive presentations on New Zealand, followed by Q&A sessions.

Selection Criteria

So what does it take to become a ‘preferred/ specialist agent’?

While each tourism board has its own selection procedure, broadly speaking, the tourism board identifies key players in their respective markets and invites select agents to enroll for the training programme on the basis of their productivity and commitment towards that particular agent.

"While I think that the strategy of launching ‘specialist training programmes is excellent, I believe that tourism bodies need to screen the level of their applicants. A specialist programme should not be treated as a tool to get on a free familiarisation trip to an attractive destination but be used as a tool to learn about the destination and get an update on tourism products. Even after ten years of focusing on a select portfolio, I still find that there is a whole lot more to explore in each of our destinations," says Munshaw

Initially agents are invited to enroll for the training programme based on their commitments to the destination. After successfully completing all the training modules, agents are provided with a certification and are entitled to enjoy the benefits of being a specialist.

Benefits to the trade include:

Broadly, international tourism boards offer similar benefits to their specialist agents.

SAFundi

• A lead referral system which will enable qualified members to benefit from the inquiries and leads picked up through SATOUR.
• Members would have visibility on the official tourism board’s website. They would also be part of all campaigns conducted by SATOUR.
• Members will be taken on familiarisation and educational trips.
• Specialists will be encouraged to attend Indaba annually.
• Apart from the course work files and resource guides, the Fundi tool kit will include very useful marketing items to enable "Fundis" to sell South Africa proficiently.
• A ‘Fundi manager’ at the SATOUR head office will dedicate himself to extending operational support to other fundis within a 24 hour response period.

ASP

Members have a cutting edge over other agents. The ATC’s consumer website www.australia.com also provides links to the list of ASP agents in each country including India.

The ASPs act as a referral for consumer inquiries while at the same time constitute the distribution network for Australia.

In India, a market where the consumers tend to be more Internet savvy, a number of travel agents have been receiving calls from their listing in the ASP referral.

Additionally, where possible, all PR activities such as advertorials and journalist stories will have the ASP call to action.

"The ATC’s strategy is to host a workshop in Australia one year and have a travel mission to India every alternate year. Thus, in February 2002, 20 ASPs met with hundreds of Australian tourism products in Sydney and Cairns for the inaugural Aussie Specialist workshop. Additionally, delegates were able to nominate to pre or post tour to Melbourne and the Gold Coast. This January, 2003, the ATC organised a travel mission of 23 Australian sellers to India to meet with 130 buyers in Mumbai.

Agents are encouraged to attend ATE (Australian Tourism Exchange). Says White, "It is only through first hand experience or face-to-face contact that agents will come to know the product and be comfortable with selling Australia. ATE is the biggest travel trade show in Australia and brings together buyers from all over the world with Australian sellers. Last year, 11 Indian agents from India visited ATE, with many completing both pre and post familiarisation tours including, to Tangalooma Wild Dolphin Resort, just outside the Gold Coast. The destination proved extremely popular and we are now witnessing this brochured by some agents."

Kiwi Specialist Programme

(General benefits are as follows but India-specific benefits will only become known after the programme is launched in India).

• No membership fee. Individual membership. It goes with you when you move.
• Kiwi Bag - A quarterly product update of brochured information from New Zealand operators and some US wholesalers/airlines.
• Kiwi Specialist Newsletter - A bi-monthly update on the New Zealand travel industry news, Tourism New Zealand in-market work, latest products and Kiwi specialist updates.
• Explore New Zealand - Discount travel programme, e-information sheets
• www.newzealand.com - Official ‘Tourism New Zealand’ web-site and training resource.
• Free New Zealand collateral - Brochures, postcards, posters, video etc

Member’s name and agency contacts listed on www.newzealand.com