We’ve recently shared how to book and manage the most accurate room block for your group, but some advisors might not realize there are different types of group reservations available. Through ALG Vacations, advisors can choose two routes for their group bookings: Contracted and GroupEase.
The Compass enlisted the expertise of Mike Ehlers, vice president of groups, ALGV, to do a deep dive into the differences and similarities of Contracted and GroupEase reservations. Here’s what you need to know.
Q: Can you explain what a Contracted Group is and when a travel advisor would choose to go this route?
A: A contracted group is a group with a signed contract which entitles the group to certain items such as guaranteed hotel inventory, locked in pricing and blocked air inventory. With a contracted group, there are unique terms for each group which specify deposit & payment requirements, cancellation & attrition policies and also added perks the group may earn if reaching certain thresholds in terms of the inventory sold (i.e. complimentary nights, upgrades, etc.).
Q: What is GroupEase, and when would a travel advisor choose this option?
A: Groupease is a group program which has grown in popularity over the past several years. Some advisors may have known the program as Groups Your Way or Flex Groups from the past, but we rebranded the program as GroupEase around two years ago. With the GroupEase program, ALGV issues a promotional code, which includes a tiered discount, and the advisor uses the code to make individual bookings in VAX for their group. The individual bookings follow the payment and policies associated with FIT bookings. The code used to make the bookings is used by ALGV to track and bring together all those group reservations and report them to the hotel as a finalized group. With GroupEase, for many of our most popular hotel partners, there still is an opportunity to earn group concessions, such as complimentary rooms, but there is no guarantee of rates & inventory. As a result, when each member of the group is set to make their reservation, they are subject to whatever the current rate and availability is in the system for that property at time of booking.
Q: Are there any cons to either of these options?
A: I wouldn’t really consider anything a ‘con’ with either program, just certain characteristics of each program which may make one a better fit than another. We have no quota at ALGV in terms of selling x% of Contracted Groups vs. GroupEase. Our goal is to match the group and advisor with the program they feel is best for each group. We have some advisors that exclusively sell contracted groups; we have some that will only sell GroupEase, and we have others that mix and match based on the group type. Simply, if guaranteed rates and inventory are essential for the group, or the group is a larger group, contracted groups are the way to go. If a group is looking for ultimate flexibility in terms of deadlines and policies and locked in rates and inventory aren’t a concern, plus the group is small to medium size, GroupEase would be a great choice. However, in many occasions, both options may be viable solutions.
Q: Who should advisors contact if they have questions during the group booking process?
A: We are here to support all throughout the group process. Advisors can reach us at groupscare@applelg.net or by phone at 844-986-1099.
Q: What are some of your top tips for travel advisors booking group reservations?
A: I have so many, which one to choose? I guess the one big one, that I see all top-performing group advisors do, is they truly engage each and every group customer all throughout the group booking lifecycle. I am often asked, “how do I get more groups?” The best way to get more groups is to do even more with the ones you are already receiving. If you are just starting out and an existing customer brings you a group, that is 20, 30, 40+ new customers that now have exposure to your expertise and great customer service. Impress those customers because they will become customers for life and will recommend you to their friends and family, and more bookings and more groups will result. One of the biggest mistakes I see advisors make is they simply just book the customers and move on. They don’t engage them much after that and are easily forgotten. Make certain you have planned communications all throughout the group lifecycle. Send them ‘insider tips’ about the destination and hotel they are traveling to. Make them aware of what the airport experience is going to be like, how they can find Amstar and how to best navigate through everything. If done correctly, and the engagement is strong, groups will bring more groups.
Q: Where can travel advisors go to learn more about Traditional Contracted Groups and GroupEase?
A: We love having the opportunity to help educate advisors when it comes to groups. With this, we offer many training opportunities on a consistent basis. Currently, we are offering 3 different monthly trainings on groups. The first focuses on the group basics, Raise the Bar with Groups: Getting Started. Our second session revolves around maximizing the opportunities our group technology provides, Raise the Bar with Groups: Mastering ALGV Group Technology. The last session is a more advanced group session, Raise the Bar with Groups: Mastering Your Group. This session gets into reading and writing group contracts and some more in-depth and advanced group topics.
Visit algvacations.com/calendar for all the trainings offered.
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