Business Development Managers are a critical link in the travel eco-system, promoting the products of their cruise line, airline, hotel chain or tour operator employer, while supporting the efforts of travel advisors who bring those products to the consumer. An effective BDM helps facilitate growth opportunities for both their companies and their strategic partners.
In this new series of articles, TravelPulse Canada profiles some of Canada’s leading travel industry BDMs in their own words, including advice on how you can make the most of this important relationship.
Jeff Carpenter, Royal Caribbean's Strategic Account Manager (SAM) for Western Canada, said something during our interview that not only really resonated with this travel writer, but likely with everyone in the travel industry. He said he caught the travel bug at an early age and would get excited about just going to soccer tournaments and staying in a hotel; or being on a road trip with his family on a summer vacation. He always liked learning about countries and cultures in school so it’s no surprise that all combined to lead him into a career in tourism.
TravelPulse Canada: You have worked in many sales capacities throughout the industry. How does this background help you do your job better?
I did my practicum at a Marlin travel agency in a in a shopping mall here in Edmonton and, and then I decided to go the tour operator route for Fun Sun Summer Vacations which later became Thomas Cook and then TravelBrands. I started out as a reservation agent, making quotes and bookings for travel agents that were calling into the call center. I then worked in training and in 2010 I moved over to become a BDM. I have that first-hand knowledge of processes and what needs to be done and I think that better helps me understand the responsibilities of my position.
TravelPulse Canada: What are the most impactful changes you have seen in the travel advisor community over the past few years, especially with the importance of using a travel advisor?
I think the role of a travel advisor, is more important than ever! Especially when it comes to
cruises - it can be intimidating finding the correct category, rate code, ship & itinerary that
clients want or need – and this where our Royal Caribbean University training comes in handy.
We always say we want you to work smarter, not harder. If we can save you a phone
call by using our booking engine, Espresso, where you can quote, pull up your own
booking and check the payment, create group shells, and find the answers to the
questions that you have. That's going to save you a ton of time. We’ve also just added
the ability to use the Pre-Cruise Planner, where agents can add dining & beverage
packages, excursions etc. to their clients bookings for them!
Just recently, we did a Canada wide training. We had hundreds of travel agents that
came on and we did a live demonstration. So if you're new or if you need a refresher,
that's my number one tip is - get comfortable with the Espresso booking engine. Agents
also have access to our Tour Operator partners like ACV and Encore - who have
exclusive promotions and great training for their booking tools as well.
TravelPulse Canada: Royal Caribbean Cruises are a distinct product. How important is educating advisors on what makes it unique?
Even though we are a family brand, there really is something for
everyone onboard. We see a lot of multi-generational families; maybe
grandma and grandpa are in the casino and mom and dad are by the
pool with the kids. But then at night, there are so many different
choices, whether it's live music, duelling pianos, karaoke, the comedy
club, the Broadway shows, our new Aqua dome, and the ice skating
shows, there's so much to see and do.
I really emphasize the “value” when it comes to our product. Many of
these activities are complimentary – like the water slides, bumper
cars, zipline, Flowrider, rock climbing wall etc. Not to mention, all the
entertainment I mentioned previously. Agents need to relay this to
their clients when discussing the sale and point out that they would be
paying to enjoy these shows and activities on land.
TravelPulse Canada: What are the most common requests/questions you get from travel agents?
A common question is how to sell people who are hesitant on cruising. I love cruising because you only unpack once and get to see several destinations. Of course, the Caribbean is our bread and butter, but we also have ships from Alaska to Europe, along the Pacific Coast Mexico and we’re starting back up in Asia. We truly have a lot of options and it’s a reason why I emphasize we have standard features across the board with a service level we’re very proud of.
My role as a Strategic Account Manager is focused on the Sales aspect. I have an amazing support team
in Miami than can help answer questions about bookings, make changes, look into issues etc. My focus
is to be out in the field – visiting my accounts, doing office trainings, Cruise nights, and assisting with
marketing plans & ideas with Managers/Owners. I want to make sure they have the tools to sell our
amazing product with confidence, and be up to date with our great promotions. We work as a team to
assist all of our great Travel Advisors in Western Canada.
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