5 things WestJet thinks agents should know

In the midst of announcing WestJet Vacations’ decision to begin accepting deposits from travel agents for all packages, the company’s vice-president & GP Tim Croyle and Dave Cecco, director of product stopped by the PAX office to review some of the other ways WestJet has recently aimed to provide more resources to the agent community.

1. Now accepting deposits

Beginning on Oct. 1 2015, the vacation company revealed that partly due to a desire to simplify the bookings process, they would be accepting a $250 deposit per guest at the time of booking, and would be accepted by travel agents only.

“We want to be easy to do business with, but also offer our guests choice,” Croyle said of the development. “So we know that for some people, especially if you’ve got a large family and it’s a big vacation, the ability to put the deposit down and save or budget to pay the final balance later makes it easier to prepare financially for their trip.”

With that, Croyle also brought up recent fluctuations in the exchange rate, and a growing concern amongst the travel community that companies may start adding currency surcharges.

“We’ve assured our partners that we’re sticking to our guns on that,” Croyle stated. “It’s a position of principle, that the base price is the base price and taxes and fees should be limited to those which are government-imposed. Otherwise, where does it stop?”

According to Croyle, the ability to lock into a trip early, when the prices are lower, by only paying a $250 deposit will allow travellers more flexibility in their vacation planning.

The company’s cancellation and change policy will also remain the same ($75), and deposits are only available to travellers through agent bookings; providing agents a competitive leg up in helping clients to feel good about planning ahead.

2. Expect new destinations, but not taxes & fees

WestJet announced the addition of six new routes to the airline’s winter schedule:

Travellers can now visit West Palm Beach, Sarasota, Merida, San Jose (SJO) and Cabo San Lucas from Toronto, as well as Boston from Halifax and Toronto. Huatulco is also newly available from Toronto and Calgary, with service to Liberia being offered from Calgary.

The new destinations followed the recent launch of London, England to WestJet’s list of offerings, a selection that has been expanding rapidly as a result of the airline’s continued efforts to provide more reach to Canadian-frequented vacation spots.

According to Croyle, when it comes to adding a new destination, although there’s a considerable amount of research involved, having the willingness to take risks is also a factor.

“It’s a measured risk,” he explained, “supported by hard data.”

“You find a bit of a niche,” he continued, “perhaps fliers who have a second home they visit regularly. The more people flying down there, the more awareness of that area spreads and the more it makes sense to offer it as a destination.”

Cecco added that having consistent traffic to a WestJet destination allows the airline’s vacations arm to add to its own repertoire without needing to fill an entire aircraft - whereas other tour operators can be more limited in their network when required to ensure there’s enough volume to support a service.

3. WestJet Connect is both toy & tool

July 2015 brought the introduction of WestJet Connect, the airline’s new inflight entertainment system featuring WiFi connectivity for fliers.

The app, which works on mobile devices and tablets using either iOS or Android operating systems, features more than 450 movies and TV programs, with early-release content currently still being offered free of charge.

In addition to passing the time inflight, Croyle pointed out that the launch of WestJet Connect can also act like a resource to travellers and agents looking to do some last-minute planning, such as adjustments to an itinerary or flight plan.

“It opens up way more possibilities for researching your trip,” he said. “It’s a more flexible option.”

Just make sure travellers have the latest version of the app on their tablets, he added.

4. You should be using the i-brochure

While WestJet Vacations’ interactive brochure was launched in July 30, 2013, Croyle and Cecco reported that in spite of the wealth of features made available in this at-home-agent-inspired digital tool, travel professionals aren’t taking advantage of the iBrochure nearly as much as they should.

“The uptake has not been what we’ve hoped for,” Croyle admitted. “It’s been slowly growing, and we’ve continued to invest in it because we truly believe it’s a great marketing tool for agents.”

“It’s shame because it’s impressive,” Cecco added. “It stores all of your comments, so agents can add notes on a specific hotel or destination their client may be interested in, email it to said client, and the traveller can review it on their own time, and then respond with their thoughts. The recommendations they’re receiving are personal, but it’s available anywhere.”

The interactive brochure allows agents to input notes directly into a PDF while on FAM trips, then share those comments immediately with clients. New information on a property or destination is updated online automatically, and clients have the option of sharing their itineraries on social media.

“Customers want their vacations to be perfect,” Croyle said, “and they rely on personal, knowledgeable advice to achieve that. Agents are a big part of helping clients and guiding them toward the right trip for them. The brochure helps to make agent advice more accessible.”

To register for the interactive brochure, click here.

5. WestJet Vacations wants to improve

Many of the developments taking place between the vacation brand and its agents has to do with the creation of its advisory board, Croyle said. The group of 40 agents, hailing from WestJet Vacations’ major partners, started meeting in early 2015 and acts as a way to encourage two-way communication on agent issues, new products, and the trade.

“We’ve always had feedback,” Croyle explained, “but this is a more formalized form of forum. We’re really trying to make ourselves easy to do business with for the trade and our partners, while also making things easier for their clients and our guests.”