MAY 2012
Style Evolution
By now, you should have noticed the new design of JAX FAX. We are looking pretty good these days, if I do say so myself! The style we are going for is a little more modern, with larger photos and more color to add flair to the already interesting articles we provide to our readers each month.
In coming to work here at JAX FAX, our new art director took on a big challenge. Through the years, there have been gradual changes to the look of the magazine, but he gave us a true makeover. That was our goal, and despite some hiccups and glitches - we did it! I think the May issue is even better than the April - we?ve ironed out some of the wrinkles. Silvio is a very talented guy, with great creativity, tons of knowledge and lots of patience. You see, he had to train me on new software, and his way of doing things!
On the cover this month, and for the rest of 2012, there is a ribbon announcing our 40-year anniversary. JAX FAX Travel Marketing Magazine was first issued in 1972 - back when gas cost .36 cents a gallon! In looking for information about airfare in 1972, I found the following statement on www.americanforeignrelations.com about globalization, which states the exact reason JAX FAX was originally created: ?Charter service grew rapidly on the transatlantic route and fares on scheduled airliners fell below $200 (New York to London) by 1970.? JAX FAX was created as a directory of those charter flights, since at the time, agents had no other way of finding a compilation of that information anywhere else.
The first issues of JAX FAX were black and white, printed on newsprint, and contained thousands of consolidator airfare listings. We are now in color, on glossy paper, and contain fewer consolidator listings than in the past, but now have hundreds of thousands of those same listings online at www.airsearch.jax
fax.com - proof of how things have changed since 1972.
We also offer more high quality destination editorial to educate and inform agents of the latest news for every geographic region than ever before. As we move forward, our plans include continual improvements to the magazine, a revamped and more user friendly website, and email broadcast messages with information from travel suppliers. We are even planning some agent incentives.
We?ve come a long way! Times have changed, and the art of travel had changed - so JAX FAX has changed as well. One theme remains the same today as it was in 1972 - we aim to be a valuable reference tool for travel agents.
We?d love to know what you think of our new look, and what memories you may have of JAX FAX through the years. Have we provided you with the information you needed and helped you book the sale? Feel free to send us a note, or visit our Facebook page and leave us a comment.
MARCH 2012
Getting a Helping Hand
Some easygoing clients have a definite idea of where they want to go and what they want to do on their vacation. They want to revisit places they have been before, or visit places that seem manageable and totally guest oriented. They like to know what to expect when they get there and not be disappointed. Sometimes, they need a getaway so badly that they do not want to plan or even think about it at all ? they just want to go, and do nothing but relax once they get there. I am sure most agents can arrange a vacation like that with relative ease.
Then, there are the other types of clients who are craving adventure and who want to experience everything an unfamiliar destination has to offer. These are the people who are going to make you work a little harder.
To make a vacation truly memorable, every detail must be planned: accommodations, transportation, tours, sightseeing, meals, leisure time and even those special touches like a welcome fruit basket, or bottle of wine. Your clients assume you already know everything about everywhere, and can make it all happen for them. But perhaps you aren?t quite as confident as they think you are.
To effectively sell a destination, you should be knowledgeable about it, or know where to get the information you need. You have to be able to convey to your client a vision of their dream vacation and make them see it too. Luckily, there is a wealth of information out there, much support and many resources available to you.
Almost every destination has a website run by its tourist board. These sites are full of links to the location?s history, culture, upcoming events, print and online brochures and invaluable details for travelers such as travel document requirements, currency and other travel advice. Many destinations offer opportunities for travel agents to continue their education and become destination specialists. Agents are also encouraged to take FAM trips sponsored by tour operators or destinations.
Travel trade media is geared towards assisting agents in making their client?s vacation dreams a reality. JAX FAX always contains editorial from writers who have recently visited the places they write about, and who know the ins and outs of a destination from personal experience. We also work with tour operators and other travel providers who are true experts in the destinations they serve. I recently spoke with a tour operator who specializes in South America. She knew time saving routes, less expensive but still luxury accommodations, the not-to-be-missed sights to see ? the things your client would benefit from if you were to contact her.
If you do not yet have the personal knowledge or experience to sell your client a specific destination, you definitely have a support network, which can help you create the vacation of a lifetime for your intrepid travelers. Never hesitate to ask for help or guidance when you need it.
FEBRUARY 2012
Selling Consolidator Airfare
Looking ahead, the month of March is always a big one here at JAX FAX. It is the issue that includes our annual Consolidator Supplement, in addition to the regular monthly issue of JAX FAX, which will feature all the travel editorial, consolidator airfare listings and travel supplier information you have come to expect from us. The March issue, with Consolidator Supplement, is the most requested issue of the year. The Consolidator Supplement is also sent to many travel trade shows throughout the year, offering travel agents and professionals a reference tool that they can use all year long to find consolidators who can provide discounted airfare for their clients.
Air Consolidators have contracts with airlines to purchase tickets at discounted rates, and then resell these tickets to travel agents. This enables both the consolidator and travel agent the opportunity to earn profits on tickets sold to clients. Tickets sold by consolidators are primarily international tickets, and many consolidators also have tour departments and incorporate their discounted air tickets into the tour packages they provide.
Do you do business with air consolidators? If not, we suggest that you establish a relationship with one, and consult them for the best deals on airfare for your clients traveling internationally.
JAX FAX offers quite a few ways for you to find a consolidator to work with. Of course, there is the aforementioned supplement. Also, in every issue of JAX FAX, at the end of each geographic section you will find what we call ? Consolidator Listings.? These are actual fares available from specific origin cities within the US, to specific international destination cities. The listings show the actual fares, the dates the advertised fares are valid, and the contact information for the consolidator who is offering that fare. Often, the same consolidator offers many fares to the same region, so even if you do not see a fare with your specific criteria, it is worth making a call to see if they can help you find the ticket you are looking for. The listings sections also feature tour packages.
On our website, www.jaxfax.com, we also have a consolidator search engine. This is an online equivalent to the listings found on JAX FAX, but adds details such as airline and flight type. Once you have put in your criteria, your search will result in consolidator contact information for the flight you are looking for.
If you have any questions or concerns about working with consolidators, I urge you to contact a consolidator business to get more information. They are specialists in what they do, and will be able to ease your concerns, as well as help you to earn more money booking commissionable flights for your clients. Be sure to look for next month?s issue, and get your copy of the Consolidator Supplement, which you can pull out and refer to throughout 2012. If you need an extra copy, please give us a call!
JANUARY 2012
One of my hopes for this New Year is that all of our travel agent readers and valued suppliers will enjoy prosperity and success in all they do. This time of year, we all make resolutions and promises to ourselves to improve our lives and business. Let?s take that momentum and make it last all year long!
This is a year that many have been waiting for, either with worry of the world ending in December, or for the ?change in consciousness? that others predict at the end of the Mayan calendar. It is also a presidential election year here in the US, and we are all hoping for improvements and stability in our economy, a decrease in unemployment and steady leadership. This year will also bring us the 2012 Summer Olympics, being held in London. It is also a leap year, giving us one extra day in 2012.
As travel agents, I am sure that you will have the opportunity to assist your clients in achieving their goals and resolutions for the New Year. Besides the old traditional resolutions to lose weight, or quit a bad habit ? people want to enjoy life more, and spend more time with family and friends. Some want to experience adventure and learn new things, and some want to make a difference. You are in an enviable and unique position to help make dreams come true.
In tune with the events of this year, a trip to South or Central America might be a wonderful option for your more adventurous clients. There are celebrations planned all year long in Belize, Mexico, Guatemala, Honduras and El Salvador, celebrating the end of the Mayan calendar. These destinations also offer wonderful adventures, including zip lining, jungle tours, hiking and backpacking.
A trip to London this year would be a great family vacation for your sports loving clients. This would be a wonderful opportunity for clients to soak up the sights of this royal country while being part of history at the games.
For more budget conscious clients whose resolution is to do more with less, offer trips to the fantastic sites right here at home in the US. Our wonderful country is full of parks, museums, monuments and fantastic landscapes. We plan to feature some of these amazing places in our February issue.
Voluntourism is a wonderful way for travelers to ?give back? and assist others all while seeing the world. This might be a great option for your more philanthropic clients.
Everyone deserves a vacation, an escape from his or her every day world. As we head into the New Year, help your clients live their dreams and achieve their resolutions for living life to the fullest. I wish you all the best in achieving yours!
L ast month, our publisher Doug Cooke introduced me as the new managing editor, part of the recent changes in our editorial staff. I have been left with big shoes to fill, and wish my predecessor, Ryley Hartt, all the best in his future endeavors. Today, I sit in my new office, looking at my new computer, being thrilled with my new job. I just finished my first full month of being the managing editor of JAX FAX, and I feel we will soon be sending you a terrific issue, chock-full of information to help you sell travel. I had a great time assigning these stories to our wonderful writers, editing and proofreading them, and working with our art director to make them attractive for you ? our reader.
I have been with JAX FAX for over five years, and there are things that I know our readers really like. In particular, you are interested in Consolidator information. We get lots of calls for our Consolidator Supplement, distributed in March of each year. Many of you want extra copies, and we are always happy to provide them. You are also interested in FAM trip information. We have really tried to increase the amount of FAMS in each issue, and we also publish them on our website. We will soon be sending email broadcasts of specials that are being offered as incentives to travel agents ? rewards for your hard work.
I know that when I read a magazine, I never consider how much thought goes into getting me the information I want. How others think the presentation of that information will best appeal to me. Or what others believe I want to read about. I never contact the publication to tell them what I like, or what I do not like. Now, sitting on this side of the desk, I realize how critical that information is to making sure we get it right.
At JAX FAX, we try to cover all the bases. We provide our magazine in both print and digital formats, previous issues can be found on our website. All the digital issues have live links to our travel partners? and advertisers? websites. We send email broadcasts to you from our suppliers, and give you a place to search for consolidators on our website. We attend travel agent trade shows, and have created a registry for home-based travel agents and the suppliers who work with them, found at www.hbtar.com
In my new position, I intend to make JAX FAX the one magazine you look forward to receiving each month. We are very proud of the work we do, and feel that we give you informative articles and travel information for every geographic region. We look far ahead and plan each month?s issue with care and consideration. But, we need to know ? what do you think? What can we do to better serve you? What information do you need that you cannot find? Send me an email at editor@jaxfax.com. If you have nothing but great things to say ? go ahead and click LIKE on our Facebook page! We?ll get the message!