HSMAI Arizona - Hospitality Sales and Marketing Association International, Arizona Chapter

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"Key Account Maximization"

A Sept. Meeting Recap by Cheryl Street, CHSP, CHME

How do you get in the forefront for the business? Fran Kiradjian, President and CEO of Reservation Center, and current President of the HSMAI Greater Los Angeles Chapter shared information based on her wealth of knowledge on the subject.

Travel agencies and corporate accounts report that business is back. They are busier than ever keeping their customers and travelers happy while holding down costs and providing as much value as possible. Agencies report that customers are coming more prepared than they were in the past, thanks to the Internet. About 50% do their homework and call their travel agencies with their three top priorities vs. the old way which was the opposite. The rule "You get 80% of your business from 20% of your accounts" is still true. Also, many top accounts are using online booking engines more and more. How do you reach them?

The best way is by going back to basics:

  1. Relationship building.
  2. Make sure you keep price integrity
  3. Be honest
  4. Keep open lines of communication.
  5. Know your marketing message- What sets your product/service apart?
  6. Make sure your information online is accurate.
  7. Go after the business from them.

Follow these simple steps and you should make your key accounts more profitable.

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