How to: Selling luxury all-inclusive resorts

How to: Selling luxury all-inclusive resorts

Make your client feel special

Luxury service needs to start with the agent, with customers being made to feel like they are getting a special service from the outset.

It's essential to establish your client's wants and needs straight away, so that you can tailor-make their holiday and give them the best possible service.

Build a good rapport by asking customers open-ended questions and show that you are listening to their answers.

If they are getting married or celebrating a special occasion, congratulate them and find out any requirements to make the holiday extra special.

Tailor-make the holiday

Highlight at least two features of the chosen resort that suit their requirements. For instance, if they mentioned they like stunning suites and play a lot of golf, pick a hotel with its own course on site and somewhere with particularly luxurious suites that offer butler service.

Once you have found a suitable holiday make sure you offer them the most deluxe options first - it is easier to top sell down.

Appeal to their tastes

One of the attractions of any all-inclusive holiday is that all the food and drink is included, but when you're selling luxury, check what is actually on offer to make sure your clients are getting the best.

Explain that they will receive top quality brands of alcohol and soft drinks, rather than the local alternatives. Likewise, sell them a resort with plenty of quality dining options.

Customers won't feel like they're having a luxury holiday if they have to go to the buffet every night.

Check the restaurant opening times and make sure they can get what they want, when they want it.

Highlight the activities

Sell the activities angle, too. By choosing a luxury all- inclusive resort, guests will have access to expert tuition, which is excellent for those who want to try something new but don't want to be charged extra for it or be limited to certain times.

This allows guests to have a go at a number of activities, and if they don't enjoy them, they have not wasted any cash.

Some resorts, such as Sandals and Beaches, include free dives (for PADI-qualified divers) which can provide a huge cost saving for avid divers.

Sell for special occasions

For weddings and honeymoons, anniversaries or birthdays, look for an all-inclusive that fits your customer's preferences.

Some clients may want an adults-only resort for their special holiday. Find out what is included in the packages - some resorts offer free weddings for guests who stay on certain packages or for a certain duration.

Overcome objections

If the client says: 'I don't think an all-inclusive is for me', make sure you highlight the ample benefits of a luxury all-inclusive holiday.

Point out the fact that because it is paid for in advance, it makes it easy to budget - particularly attractive in the current economic climate.

A misconception of all-inclusive is that guests will have to compromise on quality, which is untrue if you pick the right resort company.

Tell clients if the hotel has a long-established reputation as a premier resort or received any awards.

Use personal experiences to enthuse clients, perhaps by showing your own photographs.

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