ТО на заметку: идеальный рекламник глазами агента

Рекламные туры призваны дать максимально полную информацию для агента о стране, отельной базе, возможностях отдыха и вдохновить профессионалов на активные продажи. Однако зачастую такие поездки организуются на недостаточно хорошем уровне и приносят не только разочарование, но и являются бессмысленной тратой времени. Портал TRN поинтересовался у представителей туристических агентств, каким они видят идеальный рекламник.

Отели хорошо, слишком много — плохо

Большинство представителей турфирм выступают против осмотра чрезмерно большого количества отелей за день.

«Чтобы рекламник был максимально полезен, нужно делать не более 10 осмотров отелей в день (в идеале 6–7), поскольку, если смотришь больше, информация уже или не усваивается, происходит путаница в голове. При этом желательно уделять внимание не только номерному фонду, но и всей территории гостиницы. Был у меня такой случай: смотрели отель, хороший, но вот до пляжа (вернее до входа в море) не дошли. Гостиница очень понравилась, я её разрекламировала туристам и с чистой совестью отправила. Потом пришлось » краснеть», так как там в море были одни камни!», — отмечает генеральный директор турагентства «Магия путешествий» (г. Железнодорожный) Ирина Сидина.

По мнению директора турагентства «Реальный мир» Алины Чикиной, в максимально полезном рекламнике необходимо гармоничное сочетание экскурсий, осмотра отелей и отдыха.

«Самая распространенная, на мой взгляд, ошибка организаторов рекламников — это попытка впихнуть „невпихуемое“ в один рабочий день. Осмотр 15 отелей в день не имеет смысла. В голове каша, что в каком отеле, никто потом не помнит. Раздавать каталоги тоже не имеет смысла, у всех вечный перевес, никто тяжелые буклеты с собой обратно не везет, они остаются в отелях», — добавила она.

Также агентствам хотелось бы, чтобы в программе были отели разной звёздности.

«Зачастую в рекламных турах показывают преимущественно пятизвёздочные отели, но хотелось бы, чтобы варианты 3–4* также были не обойдены вниманием, чтобы впечатление об отельной базе было более полным», — отмечает Ирина Капустина, турагентство «Твой маршрут» (Москва).

Кроме того, представители агентств считают, что группы для рекламников стоит делать не слишком большими, а программу осмотра отелей корректировать с учётом пожеланий участников поездки (в пределах разумного, конечно).

«Турагент, по сути, продаёт туристу своё впечатление. В первую очередь, впечатление от страны. Поэтому необходимо два-три дня уделить экскурсиям. В рабочие дни стоит осматривать основные отели. И, объективно, нет смысла водить по всему отелю группу из 40 человек, как Моисей евреев по пустыне, для осмотра номеров. Показывать стандарты — зачем? Стандарт — он и есть стандарт, его продаст любой агент. Покажите фэмили, коннекшн-румы, сьюты. Также нет смысла зачитывать сколько бассейнов, ресторанов — вся эта информация есть в каталогах и в описании отелей у ТО. Агентам, особенно начинающим, так же нет смысла всё это записывать. Учитесь работать с онлайн информацией. В идеале — приехали в отель, получили листок с информацией (обязательна подробная информация о wi-fi), те, кто хочет, посмотрели не стандартные номера и пляж (это второй, по важности, вопрос после wi-fi), поехали дальше. Отсмотрели основные отели, которые продает оператор, по остальным, в конце дня дали информационные листки. Подведение итогов дня — это важно. Вернулись в свой отель, обсудили, разошлись на ужин», — говорит Алина Чикина.

Профессиональное сопровождение

Все, опрошенные TRN агентства, сошлись во мнении, что в рекламном туре просто необходимо грамотное профессиональное сопровождение.

«Восприятие страны во многом зависит от гида, его осведомлённости и профессионального уровня. Очень важно, чтобы он смог показать не только „заезженные места“, но и интересные объекты и красивые направления, которые неизвестны массовой аудитории. Также важно посоветовать места для проведения досуга, кафе, рестораны, клубы, поскольку многих наших клиентов интересуют эти вопросы, и они просят дать соответствующие рекомендации», — отмечает Ирина Капустина.

Алина Чикина полагает, что туроператорам стоит даже в своём штате иметь специального человека на должности — сопровождающий группы.

«Часто в рекламниках случалось так, что группу сопровождает новенький юный менеджер, которого „сослали“ в командировку. Он ни группу организовать не может, ни знаний у него нет, ни авторитета. По-хорошему, у ТО должна быть должность — сопровождающий группы, поскольку любой коллектив нуждается в управлении. И, чем более грамотное оно будет, тем более эффективным будет рекламный тур. И, соответственно, более высокие продажи по отелям ТО», — говорит она.

Надеемся, что операторы прислушаются к этому важному нюансу и будут привлекать компетентных сотрудников при организации рекламных поездок.

Работа работой, а отдых — по расписанию

Насыщенная деловая программа — это замечательно, но, чтобы информация лучше усваивалась, профессионалам тоже необходимо отдыхать. Программа по сценарию «покой нам только снится», «даёшь 20 отелей в день», мягко говоря, мало, кому по душе.

Многие представители рынка очень заинтересованы в том, чтобы участники рекламного тура имели побольше свободного времени.

«Хочется успеть хотя бы немного самостоятельно исследовать страну, получить личное представление и впечатление, чтобы точнее впоследствии консультировать туристов. Хорошо отвести на это хотя бы один день в программе», — считает Ирина Капустина.

Также наличие развлекательной программы агентства только приветствуют!

Итак, подводя итог, рекламник, по мнению профессионалов, должен отвечать следующим критериям:

  • осмотр не более 6–7 отелей в день
  • программа не должна быть перегруженной, обязательный пункт — экскурсии и отдых
  • наличие свободного времени
  • обеспечение профессионального сопровождения группы, компетентные гиды и менеджеры
  • группы должны быть не слишком большими (менее 40 человек)
  • желательна развлекательная программа

От первого лица: идеальный рекламник

То, что дарит яркие впечатления, остаётся в памяти надолго. Если рекламник сочетает в себе хорошую рабочую программу, позитивные эмоции, приятную компанию, то в его эффективности можно не сомневаться.

Ирина Сидина поделилась с ТRN воспоминаниями об одной такой поездке:

«Самый яркий и запоминающийся для меня рекламник — выезд в этом году с „Анекс Тур“ на остров Джерба. Это был даже не рекламник, а, как я его шуткой называю, „десант тур“. Так как за несколько дней до нашего отъезда, Ростуризм объявил об опасности в Тунисе, нам поменяли программу и как „десантников“ высадили на остров. Опасности же, конечно, никакой не было.

Мы спокойно осматривали весь остров, встречались с представителями туризма на Джербе, была конференция и при этом ещё успели и осмотреть отели.

Подобралась такая весёлая группа коллег (жаль только, что за 4 дня просто не успели все познакомиться), а также замечательная команда ANEX Tour просто заряжала всех своей позитивной энергетикой и любовью к нашей общей работе. Программа была яркая, насыщенная, весёлая и прекрасно организованная, за что выражаю огромное спасибо компании».

А какой рекламник запомнился вам?

Источник: trn-news.ru

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