Basic Ingredients Geography & How to Sell It

Basic Ingredients Geography & How to Sell It
25/03/2017 Part I Basic Ingredients Geography & How to Sell It Selling Destinations Part One

5 Strategies of Selling Geography
You must: Know relevant facts Know what kind of traveller destination appeals to Know your client Ready to respond to misgivings Search for enhancement opportunities Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Know All the Facts: Travel geography Climate Hurricane season Transportation Options How to get there and how to get around Itinerary Routings Geographic locations to avoid backtracking Hotel Locations Proximity to beach, attractions Key Attractions & Events Where and what is there to see and do at a destination Copyright © 2007 by Nelson, a division of Thomson Canada Limited

What kind of traveller should go?
Each destination attracts its own type of traveller Match destination with traveller type Satisfied client = Greater sales Business Traveller Business Sales Conventions Conferences Usually destination is pre-chosen and is not optional Often will add leisure component to the business trip 25% domestic 40-50% international Leisure Traveller Pleasure Vacations Holidays VFR Usually destination, date & mode of transportation is chosen by traveller Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Leisure Travellers Adventure seekers Entertainment seekers Shoppers Sensual travellers Status seekers Interpersonal travellers History Buffs Culture Seekers Ethnic travellers Religious pilgrims Environmental travellers Recreational travellers Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Take a Look…. Take a look at your client Figure out what “type” he/she is Identify some destinations that would fit your client Identify the type of hotel that would fit your client’s needs Identify the mode of travel that would best suit client’s needs Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Know the client you are serving:
Qualifying the client Ask open-ended questions Probe Who What Where When Why Listen carefully to what they say And what they don’t! Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Qualifying the Client Questions Open-ended vs. Closed Leads to more info yes/no Is your trip for business or pleasure? Have you been there before? What did you enjoy about the destination? What didn’t you like about the trip ? Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Qualifying the Client (cont.)
Some clients know exactly what/where they want They have researched They have information They want efficiency, quality and insight Some clients have a vague idea of what/where they want They need your expertise in choosing their vacation They want you to provide the research and information They need to be “focused” Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Qualifying the Client (cont.)
Ask probing questions Listen to your clients answers Try to identify the client’s primary motivation Review the client’s needs Make a recommendation Describe the features and benefits of your recommendation Highlight benefits to your client Give them some “insider info” Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Responding to Objections
Objections need to be responded to Counters Allaying misgivings Providing information Objections Rational Irrational Valid Invalid Do not dismiss objections – deal with them! Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Up-selling Up-selling Improve quality of clients experience & increase your profits Better Hotel, class of service, car, mode of transportation… Identify the benefits of the up-sell You get what you pay for…. Why is there a price differential?….. Always offer the best product suited Much easier to bring down budget than push up Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Cross- Selling Offering Extras Add-ons Ask if you can also book the client A car A hotel A tour at the destination Airport transfers Event tickets Travel insurance Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Cross Selling (cont.) Offers your client more services Booked in advance & pre-paid Client may not know that you have the ability to book other travel components Shows the client that you are knowledgeable about the destination and services available Savings and convenience Allows you To sell more To generate more revenue and income To make commission on more travel services Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Follow Up Find out how the trip went The good, the bad & the ugly With this info you will be better prepared for the next sale Deepens your destination knowledge Cements the client- seller relationship Opens the door for future bookings Shows the client that they are still valuable to you – even after they paid their money Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Maps Flat Maps Standard Mercator projection Distorted Extreme North & South appear larger Direct lines are NOT shortest on long distances Curved lines arched to polar routes Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Maps (cont.) Route Maps Airline maps showing routes they fly CAA maps showing driving distances between cities Globes Most accurate maps Help to plot itineraries Awkward but useful Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Reading Maps Hemispheres Northern & Southern Equator is the division line Seasons are reversed Eastern & Western Western North & South America Eastern Africa, Europe, Asia Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Reading Maps (cont.) Latitude Distance measured north & south of equator Degrees measured by latitude lines/parallels Farther from equator Greater variation between seasonal temperatures Greater variation between hours of night & day Polar latitude Land of the Midnight Sun Tropical Latitude Minimal variation of temperature & daylight Temperate Latitude Absence of extremes in temperature and daylight hours Location of most industrialized nations Copyright © 2007 by Nelson, a division of Thomson Canada Limited

25/03/2017 Reading Maps (cont.) Longitude Distance east & west of prime meridian Longitude lines( meridians) are measured in degrees Sir Sanford Fleming proposed time zones 1884 world agreed to create 24 standard time zones – earth takes 24 hours to turn 360 ° 360° ÷ 24 hours = 15 ° degrees time zone Tend to follow time zones Greenwich became reference point Greenwich Mean Time - GMT . Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

25/03/2017 Time Zones Time zones EAST of GMT are expressed as positive Time zones WEST of GMT are expressed as negative China Even though 4 zones wide – it only recognizes 1 time zone India Averages the 2 time zones for the whole country Canada 6 primary time zones Daylight Savings Hour change in spring & fall Saskatchewan, Arizona, Hawaii, & parts of Indiana do not observe. Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

25/03/2017 Time Zones (cont.) Trips that cross many time zones Jet lag Travelling east more disruptive than travelling west Fatigue , loss of sleep, disorientation Elapsed time vs. apparent time Airlines give arrival and departure times in local time Ensure that YOU know day your client arrives in international city to avoid error in hotel reservations Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

International Date Line
Vertical zigzag line Bisects Pacific Ocean Direct line from GMT Cross line travelling west Day change to next Hour stays same Cross line travelling east Day change to previous Copyright © 2007 by Nelson, a division of Thomson Canada Limited

25/03/2017 Elapsed Flying Time Military Time 24 hour clock 2400 is midnight is noon How long does a flight take? Within 1 time zone Subtract departure time from arrival time 0915 – 0700 = 2 hours 15 minutes Crossing time zones Subtract departure time from arrival time then ADD 1 hour per time zone on a Westbound Flight SUBTRACT 1 hour per time zone on an Eastbound Flight Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

Landforms (cont.) Continents Major landmasses 7 North American, South America, Africa, Europe, Asia, Australia, Antarctica Islands Caribbean, Mediterranean, Pacific Cays Keys, sandy coral islands Cayman Islands, Florida Keys Atolls Small coral islands usually ringlike, enclose lagoon Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Landforms (cont.) Peninsulas & Capes Projections of land into water Peninsulas are longer than capes Gaspé, Baja, Iberia, Florida Cape Cod, Cape Canaveral Panhandle Narrow portion that sticks into another Alaska Panhandle, Florida Panhandle Reefs Ridges of land rising to water Great diving Great Barrier Reef, Philippines, Hawaii Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Mountains Dramatic beauty Scenery Snow covered slopes Ski & Snow sports Travel Slow & indirect Volcanic Show & danger Affect climate Windward rainy Leeward drier Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Mountains (cont.) North America South America Europe Asia Africa Russia France/Spain Mexico US East Coast Quebec Rockies Andes Alps Himalaya Atlas Urals Pyrenees Sierra Madre Appalachians Laurentians Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Plateau A broad flat area rising above surrounding land Elevation Cooler Mesas Smaller steeper version of plateaux Buttes Smaller, tower-like versions American Southwest Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Bodies of Water Gulfs Large areas of ocean that penetrate into land Gulf of Mexico Bays Smaller and less enclosed than gulfs Hudson’s Bay Fjords Inlets from ocean or sea Usually long, narrow & lined with steep cliffs Norway BC, Newfoundland Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Bodies of Water (cont.) Rivers Large natural channel of water running to sea or another body of water Cruise opportunities North America Mississippi St Lawrence Europe Rhine, Danube Africa Nile South America Amazon Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Bodies of Water (cont.) Glacier River of ice and compacted snow that flows VERY slowly from high cold places Canada, Alaska, Switzerland, New Zealand Ice Field Mass of ice sits over broad area Ice Sheets Biggest ice fields Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Bodies of Water (cont.) Waterfalls Cascades of water Niagara Falls, Iguaçu Falls, Victoria Falls, Angel Falls Seas Large bodies of water Usually salt, - sometimes fresh More than 50 seas in the world Mediterranean, Caribbean, Red, Baltic, Black Lakes Small than seas Usually fresh Mostly or fully enclosed Great Lakes, Caspian Sea, Dead Sea Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Bodies of Water (cont.) Lagoons Shallow bodies of water Separated by reefs or barrier reefs Snorkelling opportunities Caribbean & Pacific Islands Bayou Marshy, swampy areas Louisiana Deltas Low, V-shaped areas at the mouth of rivers Mississippi, Nile Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Bodies of Water (cont.) Geysers A spring the throws a Jet of steaming water into air at regular or irregular intervals Iceland, New Zealand, Old Faithful Springs Water flowing naturally to the earth’s surface Hot or cold Often spa resort areas Baden Baden, Banff, Radium, Miette Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Oceans Greatest bodies of water Attract many tourists Atlantic Pacific Indian Arctic Ocean water temperature Season Latitude Ocean currents Copyright © 2007 by Nelson, a division of Thomson Canada Limited

25/03/2017 Coriolis Effect Oceans circulate in the Northern Hemisphere CLOCKWISE Oceans circulate in the Southern Hemisphere COUNTER-CLOCKWISE Currents pick up WARM water at the equator COLD water from the polar regions Variation Gulf Stream Shape permits warm water to be carried up to Great Britain Seacoast has fewer extremes of temperature Cool ocean water coasts drier Warm water coasts wetter Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

Winds Westerlies Blow west to east Between 30° & 60° East to west flight take longer Jet Stream High velocity core Western coastal regions tend to be wetter than east Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Winds (cont.) Trade Winds Humid breezes blowing east to west Tropical band Central , South American, Australia & most islands Between 25° N and 25° S Tropical islands with mountains Western coast usually leeward Eastern coast usually windward Suggest clients stay on leeward side Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Storms Hurricanes Violent storms High winds > 120km/hr Heavy rains Caribbean or Mexico Western Pacific Typhoons Australia & Indian Ocean Cyclones Copyright © 2007 by Nelson, a division of Thomson Canada Limited

25/03/2017 Hurricanes Northern Hemisphere June – November 80% in August, September, October Madagascar & Mozambique Cyclones Hurricanes rarely maintain strength as they move inland In 2005, there were 27 storms in the season Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

Monsoons Winds reverse direction & cause heavy rainy season India June – September China May – September Korea July – August N. Australia, Indonesia, Singapore December – March Southern West Africa May - October Copyright © 2007 by Nelson, a division of Thomson Canada Limited

25/03/2017 Cloudbursts Sudden heavy showers Major factor in tropics Clients should be advised as to pattern in the destinations they will be travelling to Tsunami Massive wave usually triggered by an earthquake 2004 Tsunami Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

Weather Weather Atmosphere at given time, given place Climate Weather that is typical at a certain time of year Climate is a critical traveller concern Copyright © 2007 by Nelson, a division of Thomson Canada Limited

25/03/2017 Weather Tips Higher altitude = Cooler Temperature Windy = seems cooler Check climate at destination AND stopovers Careful with charts & graphs Canadian or American Metric or imperial measurements Fahrenheit or Celsius Copyright © 2007 by Nelson, a division of Thomson Canada Limited Selling Destinations Part One

Human Geography Tourist patterns High or Peak Season Shoulder Season Low or Off-Season Cost, availability, crowds Holidays Many do not take vacations over family holidays VFR traffic is up – (Visiting Friends & Relatives) Some holidays set off peaks of tourism Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Human Geography (cont.)
Events Events can be positive or negative and will affect travel patterns Usually disproportionate impact Need to verify the safety of destination to client Reaction will fade away as time passes Positive events Olympics, World Fairs, Sports Events, Movie or Television venues Negative events War, political turmoil, terrorism, natural disasters Copyright © 2007 by Nelson, a division of Thomson Canada Limited

Basic Ingredients Geography & How to Sell It

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