Selling ‘An Experience’ - A Challenge Indeed

Ashwini Kakkar, chief executive officer and managing director, Thomas Cook (India) Ltd explains that selling an experience is an experience in itself as it calls for a team that is committed to the job coupled and sensitive towards client dreams coupled with an exemplary product knowledge

Selling an experience is one of the greatest challenges, which an organisation can face. Selling something as intangible as an experience is far more testing that selling tangible assets. Winning over a satisfied customer and gaining genuine smiles and appreciation in return is in fact one of the most awaited responses that travel companies long for. In this era of severe competition selling that something extra over an above the regular run of the mill packages proves to be a cutting edge. In the service industry such as tourism the satisfaction and confidence of the buyers are the only trump cards toward building the company's brand value and positioning.

The true challenge rests in understanding the need of the customer and delivering exactly what he longs for or dreams to experience. Hence the entire customer experience can be broken into various moments of truth. The entire holiday experience can be broken into three broad parts namely,

• Pre-holiday experience
• In-trip holiday experience
• Post-holiday experience

When one refers to a complete travel experience, then every element of travel from the pre to the post travel experience has to be taken into account. The entire experience has to be understood and accepted with a holistic view rather than a narrow one. The in-trip experience is definitely the most discernible part of the holiday which the customers enjoys but what also matters in terms of an experience is the pre and post trip experiences.

Pre-holiday Experience

The actual experience of a holiday begins the moment the proposed traveller contemplates going on a holiday. Once he decides he has to go for a holiday he thinks further as to what kind of a holiday he yearns for. Next in the line of thought would be the entities that would be part of the holiday experience. As per the nature of the holiday goers each holiday structure would call for a specialised treatment. For example holidays that involve senior citizens, may be organised differently when compared to that of a holiday with only a group of friends. Families with children would call for a different kind of a package as against a couple going on a holiday. Hence, the combination can be extensive far and wide with respect to the kind and nature of individuals planning to go on a vacation. Other elements such as the budget, the time factor and also the kind of destination come into play. Once the customer has decided on the above mentioned variables he goes a step further by converting his thoughts and decisions into concrete research. Today there are a number of mediums that work as travel information providers such as the internet, magazines, travel agents, brochures, TV, radio etc, which gives the traveller a host of options to choose from. Once the traveller compares all options, gains the necessary general information, he in all probability decides to pass on his in-trip arrangement responsibilities to a travel agent. It is here that the travel agents role that directly comes into play. It is the treatment of the customer and the mannerism in which the company approaches his customer makes all the difference. The actual experience of the holiday begins way before the actual holiday. The staff has to be aware, well trained and conscientious to the need of his guests. Anticipating the guest needs and in turn suggesting the most ideal travel option to its clients taking into account all factors sets apart the qualified from the rest. Genuine client service, experienced and studied staff would go a long way in selling experiences than just holidays. Experiences live forever as compared to holidays that are short lived. Understanding this very difference is what is needed to sell the accurate experience.

In-trip Holiday Experience

What defines a well spent holiday one may ask? Enjoying every moment of it, for sure would be the certain answer. But there are a host of essentials that take place behind the scenes that may seem inconsequential on the face of it but are infact the most vital for the smooth functioning of any holiday. Their importance is realised only if one of the essentials gives way. For example, the booking of the right hotel in terms of comfort and convenience, airport transfers, foreign exchange support and advice, baggage check-in facilities, sight seeing options, food choices etc all form important aspects of a trip. All these details calls for extremely effective and trustworthy back of the house operation staff of a travel company. Giving the right advice to the guests, helping then get the real picture in terms of both the cost and the anticipated holiday, goes a long way in building faith and in turn a more positive experience in the mind of the customer. A seamless back of the house operations would be very close to selling a quality experience to its clients.

The company has to be ethical and transparent in dealing with the clients. It should be extremely efficient in crisis management capable to handle emergencies and unforeseen disasters related to their clients during their holiday.

Post-Holiday Experience

Once the client is back for their vacation, there needs to immediate customer feedback which should be accepted and implemented with earnestly. Customer relationship management would help ensure repeat customers and in turn further strengthen the client experience of being a positive travel company. Small suggestions and reminders to the clients with respect to their future travel, helps build faith between the suppliers and the buyers. Periodical follow-ups are indeed necessary.

Campaigns In Selling An Experience

Using the right branding and right positioning to tap the right clientele goes a long way in selling an experience. There are various methods of selling the holiday experience through campaigns. They can be broadly highlighted as,

1) Pure product selling, that is direct impact selling, where one advertises the destination along with the price

2) The next campaign can be described as pure segmentation, where one company highlights its strengths and how different their holiday experience is when compared to other players in the market.

3) Emotional campaign is when one tires to sell the holiday experience by appealing to emotions. It takes reality into account and makes you think.

Finally if one has to comment on improving the holiday experience in India, then a lot also needs to be done on the technical front. The Government like other developed countries needs to bring in outbound charters for passenger convenience, hence enhancing the holiday experience. It would encourage an increase in travel as charters work out to be economical. Travel agents should be allowed the freedom to book tickets for rail travel. Reduction in air travel costs, hotel rooms and also F&B would encourage travel and in turn result in more smiling faces.

Hence selling an experience and more so a travel experience is not just selling a package or a technically sound holiday. It is going beyond that delivering that something extra with a smile so that the holiday and the memories associated with it would go on in bringing smiles to those who experienced it.

( As told to Reema Sisodia)