Travel Insider: Even Incentive "Experts" Make Mistakes
July 23, 2008
By Brian Martenis
Not only is incentive travel planning a serious business, it's a lot of very hard work. Over the years, I certainly have seen a lot of great strategies and incentive programs implemented, but I have also seen a lot of the "what not to dos." Here are some of the mistakes I have witnessed so-called incentive travel "experts" make that you'll want to avoid if you're striving for program success.
An Unwelcoming Reception
On one trip to Munich, Germany, the "incentive expert" I was working with was having her hair done when the group was scheduled to arrive from Innsbruck. When I questioned her activity, she replied, "Oh, the hotel will take care of that." The destination was the spectacular five-star Hotel Vier Jahreszeiten, Kempinski, and they certainly did take care of it. Beautifully, in fact. But, what an opportunity that poor misguided woman missed! Here we were paying for one of the best hotels in Germany and instead of greeting her guests at the front door (as any well-bred hostess would), she choose to be elsewhere.
As our guests stepped off the motor coach after a four-hour ride, I was at the door, waving, welcoming and showing what a really fine European hotel the destination was. My presence personalized the hotel for the travelers, and any confusion or doubt concerning where to go upon arrival was gone.
Expert Strategy: Your presence as a meeter/greeter is far more important than you can ever imagine. In a foreign destination, people become disorientated easily and a friendly and familiar face is most welcome. They need to feel taken care of and that someone is there focusing only on them. True, the concierge staff in many fine hotels may provide the same type of services, but nothing takes the place of a private hospitality desk manned by you and your staff.
Flying High…to Failure
Let's get back to our "incentive expert." On the flight "over the pond," she chose to fly business class, while every one of her guests flew coach. This is another missed opportunity. Her excuse was that she must "arrive fresh." But all she succeeded in doing was arriving appearing rude, thoughtless and elitist (and rightfully so). More importantly, she missed the opportunity to interact with her guests and see to their comfort level (I mentioned in a previous column that some people arrive after a transatlantic flight ready to take on the world, while others are not as energized due to jetlag sensitivity). It didn’t even occur to the "expert" that her guests might also like to be "fresh" upon arrival.
Expert Strategy: Always put yourself in the place of your guests, the people you are trying to impress. An incentive program is designed to motivate. Didn't your mother ever tell you to always serve yourself last? And not to take the largest piece of cake? Pick up a simple etiquette book, read it and practice its creed.
Selfishness Serves None
Many years ago in Acapulco, I had hired an assistant (male). One afternoon a customer asked me if I would accompany her to the market in town to barter for "treasures." It was hot and the thought of the cab and markett did not appeal to me. But I replied, "I was hoping someone might ask me!" I went looking for my assistant who, when I found him by the pool after one Pina Colada too many, said to me, "What are you going to do that for? She's just using you!" Needless to say, he is now an ex-assistant.
Expert Strategy: No matter what your incentive traveler asks you, your job is to give her what she wants. Or else, you'll be missing an opportunity to create for her a personal experience, just like the silly "expert" who chose to fly business class. Get your hair done and sip tropical drinks on your own time. When you are in charge of an incentive, your job is to be of use and your job is to like it. If not, find another line of business.
Taking Care of Business
If you are doing your job correctly and well, you have the respect of your guests. If you are anything like me, you are in charge of the design as well as the budget for the incentive travel programs that you run. You have to make them work and worry if they are going to be good enough. There is a great deal of responsibility putting together a cost-effective (think ROI) well-run, crisp, timely program that everyone will remember forever. And you'll never accomplish that unless you are always thinking about "number one"—your incentive traveler.
After 10 years as Sales Promotion Director for one company and 19 years as Sales Incentives Manager for another, INCENTIVE online columnist Brian Martenis is currently managing director of Boutique Incentive Travel, a division of Philidelphia-based Gil Travel. Brian brings to this company nearly 30 years of designing and implementing very successful incentive travel programs all over the world. Brian is passionate about every aspect of his programs and is often asked to write and speak about incentives, incentive travel and motivation.
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