Supplier View: Hotelier Uses Blog to Praise Agents

by Marilee Crocker July 22, 2013

Hotelier Tom Roelens is an unabashed promoter and fan of professional travel agents.

How do we know this? Not long ago we learned of a blog post by Roelens, general manager at Hawaii’s Four Seasons Resorts Lanai, in which he extolled the virtues of partnering with travel agents.

“[N]othing can replace our relationship with travel agents and consultants,” wrote Roelens, urging his hotel industry colleagues to cultivate strong ties with agents.

Roelens is a regular blogger for HotelsMag.com, where he posted his comments on travel agents and hotels earlier this year.

We asked Roelens, a veteran hotelier, what prompted him to write about travel agents.

Agents are messengers
He explained that after upgrading the two Four Seasons resorts on Lanai recently, management decided that travel agents were key to spreading the word about the enhancements.

“As we identified ways to roll out our messaging, it was vital to include our travel partners, first and foremost,” Roelens told Travel Market Report.

“We were overwhelmed by the incredible response from our travel partners. Their commitment, dedication and enthusiasm for Four Seasons proved to be invaluable for both parties.”

In an era when supplier-agent relations are often strained, we thought Roelens’ blog post deserved to be shared with the agency community. Following are excerpts.

‘When the Travel Agent Meets the Hotelier’

Once upon a time, there was no world wide web and there were no review sites or online bookings. For the consumer, there was only face time in the literal sense with a trusted travel professional.

Times have changed. The digital era has revolutionized the way travelers search, book and, in many ways, experience destinations — all in the palm of their hands.

While the cyber world is a valuable asset to the industry, nothing can replace our relationship with travel agents and consultants. In most cases, they have been there from the beginning, in good times and in more challenging times, always sending guests our way. They are true fans of the brand, resorts and our team on the ground.

In today’s competitive market, what are you doing to foster your relationships with the travel consultants?

. . . Time, trust and confidence are key ingredients to a successful bond between agents and hoteliers to create a loyal following.

For me, travel agents may not be Four Seasons’ staff, but I think of them very much as an extension of our sales team and our company and as representatives of our destination. They are our trusted ally and messengers. . . . After all, we share the same goals — we book, we exceed expectations and we create future business.

. . . A direct line of communication is key for building and strengthening relationships. Whether via phone, email, Facebook, or snail mail, having a direct line allows you to stand out amongst competitors.

. . . Be accessible, be friendly and build those relationships. Keep the story of when agent met hotelier alive and well.

A win-win

“Our continued relationship with travel agents has proven to be a win-win for everyone, not just during a time of enhancements at the property or new program launches,” Roelens told Travel Market Report.

“It’s all about partnership and working towards the same goals. Anything is possible with the right trust, commitment and communication.”