In This Issue
Message from Mai
Welcome to the last issue of 2011! Here at CCRA we never gave up on the professional travel agent. We continued to maintain our relationships with Top 50 agencies who book millions in corporate travel as well as with home-based agents who make up almost 90% of today's travel agent sales force, and specialize in lucrative weekend and holiday trips. We've leveraged these relationships for hotels and brands like yours – properties that saw the value in travel agents and continued to participate in our rate program.
In 2012, CCRA is well positioned to help you win the battle for your fair share in a vibrant, resurging market that places a premium on value over price, and who are loyal, repeat customers. This December issue is full of information about how CCRA can help you. If you've signed up for the 2012 CCRA Program you've taken the first step to a more successful year. But there's so much more to it then just signing up. Are you loading your rates correctly so that our agents can see your great rates? Are you taking advantage of our inexpensive programs (specialty listing)?
Every one of our programs has been developed with one goal in mind – to build value for you, our hotel partners. Take a look at our marketing opportunities, and start planning on how you can integrate these options into a strong, strategic sales action plan. Email us at email@example.com for more information on getting the most out of our program.
December is also a great time to say, "THANK YOU" to travel partners like you. We at CCRA appreciate your loyalty and your support. On behalf of our entire staff, I wish you and your loved ones a very joyous Holiday Season and a very, very successful New Year.
Vice President and Managing Director
In 2012 Take a Sharp Ax To The Competition!
Each year, the lumber industry sponsors a global sales conference at which the highlight is a competition between the world's top ten lumberjacks. The rules are simple: the lumberjack who chops the most wood in 25 minutes is the world champion. This year, Bob Duffy, the defending champion, won hands-down as he has for the last six years. To date, no lumberjack has come close to beating him; in fact, each year he has consistently broken his own production record from the previous conference. He and I spoke at length about his secret to success. What he revealed was amazingly simple and powerful: during the competition, he simply stopped to sharpen his ax more often than any other competitor. While the others all worked much harder and chopped more frequently, Bob produced the most cut wood.
Stopping to sharpen your ax is a business tactic used every day by the travel industry's top producers. The most effective way to sharpen your personal business ax is to set aside time each week to review cutting edge information about sales, marketing or networking. For example, 94.3% of the top producers in the travel industry listen to CDs and podcasts while in their car every day. They also read blogs, newsletters and books related to their business and at least once a week they set aside time to view videos regarding business development on sites such as YouTube or www.Ted.com.
Stopping to sharpen your business ax each week will take time, but the payoff is outstanding. Last year, during our anemic economic recovery, the travel industry's top producers generated record-breaking sales. In fact, the top 20% out-sold their competitors and peers by a 16 to 1 margin. Bestselling author Brian Tracy reports that those in the top four percent have two things in common: first, they stop to sharpen their ax every single business day and second, they outsell the competition by an astonishing 52 to 1 margin.
Stopping to sharpen your business ax is consistently proven to be one of the most effective yet underutilized tactics to generate new sales. The question is: will it be one of your competitive advantages in 2012?
Bill Todd is one of 2010's most sought after sales motivational speakers and trainers.
He is the co-author with Stephen Covey of Speaking of Success. Todd has served as vice president of sales and industry marketing for Choice Hotels International, and was vice president of sales and marketing for Marriott International's Corporate Lodging Division.
BTodd@BTodd.com | www.BTodd.com | 301.633.5856
Additional 2012 Hotel Program Options Available Via RFP
Specialty Market Placement
Now CCRA helps you reach the clients who are looking for the product or services your property specializes in. In 2012, CCRA's online hotel directory will give travel agents the ability to search for hotels based on a specific product category.
The CCRA Online Directory is aggressively marketed to travel agents throughout the year. If your property is a resort, luxury, extended stay, golf, boutique, spa or all-inclusive facility, you can participate in the CCRA Specialty Marketing Placement for just an additional $100.00.
It's not too late! If interested email firstname.lastname@example.org and we'll take care of the rest!
Improve Your Business and Put more Rev in Your RevPar
Successful salespeople know they will always be more successful by targeting customers who want what they have to sell – than by trying to convince every potential customer that what they are selling is what that customer wants. Another way to put it – fish where the fish are biting!
Finding travel agents who are already coming into your market and staying at hotels like yours has never been easier thanks to the new CCRx Report from CCRA.
CCRx gives each subscribing hotel detailed information on which agencies come to your area, how much they are spending with you and with your designated competitors, and where you can contact these agencies. CCRx even comes with a prescription of recommended strategies for improving your business from this lucrative market and putting more revvv in your RevPAR.
It's not too late to subscribe to CCRx and receive a full year report for 2011 activity.
If you have already signed up for the Core+REPORTING package, make sure you send us your Comp Set ASAP. An email has gone out to remind you to send us your listings, if you missed or forgot about it, click here. If you didn't sign up for it, but would like to, email us at email@example.com.
Travel Rallies for the Holiday Season
Numbers released in the November Pegasus View show GDS demand continues to grow around the Globe, with double-digit increases, year-to-date, in all key metrics across all regions. Revenue increases are a result not only of increased demand but also strengthening rates.
According to Mike Kistner, chief executive officer of Pegasus Solutions, "We attribute some of this market performance to reports of growing consumer confidence ... However; we mainly view this as a combination of pent-up consumer demand and a commitment to travel ... "
The combination of motives spells good news for the lodging industry, which is projected to finish 2011 well ahead of last year despite global economic concerns.
Couple these increases with information from a new channel distribution study previewed by Smith Travel Research at this year's USTA Marketing Outlook Forum, which indicated that the GDS delivers top ADR, and the outlook means significant opportunity for hotels that aggressively and successfully pursue this market.
Have You Loaded Your Rates Correctly?
Take the time now to make sure that your 2012 negotiated rates have been loaded in all four GDS ... and that they are properly loaded as commissionable rates.
If you need assistance, please contact your franchise support manager or your brand’s GDS help desk.
Travel agent business is GREAT business - but they are unlikely to book you if they can’t find your rate ... or if it shows that rate is non-commissionable!
Tourism Cares Announces Six Worldwide Grant Recipients
Tourism Cares, the non-profit organization dedicated to preserving the travel experience for future generations, is awarding the second group of grants in 2011 totaling $60,000, to six non-profit organizations as part of its Worldwide Grant Program. All recipients will receive full matching funds from other organizations. Therefore a total of $120,000 will be presented to the organizations for projects in the areas of historic preservation or educational programs to enhance interpretation, at cultural and maritime heritage sites, or natural sites. Collette Vacations and Trip Mate have generously made contributions to this group of Worldwide Grants. The Tourism Cares Blue Ribbon Panel, comprised of U.S. experts in the fields of conservation, preservation, restoration, and tourism, make up the selection committee.
Tourism Cares is pleased to announce the following second group of 2011 Worldwide Grant recipients:
• American River Conservancy, Coloma, CA
• General Douglas MacArthur Foundation, Norfolk, VA
• Heard Museum, Phoenix, AZ
• Henry Morrison Flagler Museum, Palm Beach, FL
• Maine Maritime Museum, Bath, ME
• USS Constitution Museum, Inc., Boston, MA
"Tourism Cares has long been an advocate of preservation, restoration and education of exceptional cultural heritage and natural sites," said Bruce Beckham, Executive Director of Tourism Cares. "The worthy recipients of the Tourism Cares Worldwide Grants have demonstrated goals that are in line with the Tourism Cares mission."
Supporting non-profits around the world with grant funding is vital to the mission of Tourism Cares. To date, Tourism Cares has awarded funding to 178 organizations in 32 countries and 42 states (including a dozen U.S. national parks). These grants, when combined with matching funds, total more than $2 million.
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CCRA Check-In is distributed bi-monthly to all of our hotel partners worldwide.
Join the 2012 CCRA Negotiated Rate Program and reach 22,000 travel agencies and over 50,000 agents.
2012 Sales Kit
Questions or Comments
CCRA Team Members
Schedule Your Advertising Dates with Jamie Howe
PO Box 7254
Fort Worth, TX 76111
CCRA Offers Additional Marketing Opportunities
Specialty Market Placement
Allows travel agents to search for hotels based on specific product category.
CCRA Exclusive Program
A free program that can set your hotel apart from the competition.
Better than Best
Another free program. If you can offer CCRA agencies a negotiated rate that is better than BAR – CCRA will make sure travel agents know about it.
Premiere placement on every city search for your location on CCRAtravel.com.
CCRx from CCRA®
An affordable quarterly report that compares travel agent activity among you and your competitors.
CCRA Travel Agency Partners
Travel Agent Specials
"CCRA offers a multitude of affordable opportunities. I continue to support CCRA marketing because of their large distribution channel. The ROI is realistic and achievable. They are cutting-edge in terms of marketing tool development!"
Travel Industry Sales
"CCRA provides one of the widest and most economical platforms available to get our messages across to the global travel agency community. We value the relationship and appreciate the positive results of their efforts."
National Sales Director
Choice Hotels International