Convert more travel enquiries into bookings

£20 per person

It’s the responsibility of your marketing people to generate enquiries, and it’s your responsibility to convert these enquiries into sales. Expecting a customer to hand over their credit card in response to a travel itinerary won’t work. Let’s show you what does work, and how you can sell more.


SKU: CMTE Category:

If you’re guilty of just attaching a quote to an email or providing a quick verbal quote and moving on to the next enquiry then don’t expect to have a high conversion or to be successful in your role. Selling (converting) takes time, care and effort to build enough trust for a customer to purchase from you.

Holidays are a non-tangible purchase. Your customer can’t touch, smell, test drive the holiday before buying. They have to trust that the travel provider will deliver a great experience that meets their needs. You must take the time to bring the holiday to life, showing the customer how what you’ve found matches these needs. You must feel confident enough to ask for the booking, because what you’ve found and the service that you have given is better than they’ll get anywhere else. Do all this and you will increase your conversion chances by 50%.

If you’re able to overcome any objections and persistent enough to follow up (more than once) then your chances of conversion multiply.

You’re never going to convert every enquiry, but you’ll certainly win more business as a result of this training course.

The author of this course, Fi Morrison-Arnthal, started her career in travel 30+ years ago and in that time has been a top seller of travel, and has recruited, trained and managed sales teams internationally to huge year-on-year success.

After completing this course, you will be able to:

  • Explain the importance of the AIDA model in maintaining the interest of the customer
  • List techniques that will stop the customer shopping around
  • Describe why selling face-to-face (or via Zoom, etc) is more powerful than telephone or email selling
  • List five powerful words which generate emotions that create a desire to purchase
  • Review examples of sales phrases which create a desire to purchase
  • Develop listening skills including those used with the third ear
  • Identify a number of different visual, verbal and vocal buying signals
  • Establish the importance of asking for the booking and know what will happen if you don’t
  • Review some great ‘phrases that pay’ which encourage the customer to book
  • Identify when a customer is procrastinating and how to overcome their reasons for not booking
  • Describe a four-step process to overcome objections

NB. If you need training on all parts of the sales process including, profiling the customer, getting to know their needs and creating a customer for life, then we suggest you purchase the full course ‘How to Sell Travel and Achieve Sales Success’.

Fiona Morrison-Arnthal Profile Image

Fi Morrison-Arnthal – Qualified training and development specialist within the travel industry

Fi is a qualified training and development specialist who has spent her career leading, training, coaching, developing, and recruiting within travel and hospitality.

Her career started as a junior manager with a boutique hotel chain, learning all areas of hotel operations including sales, service and management, before moving into leisure travel with Lunn Poly (TUI), first as a travel consultant, and latterly as Progression Regional Sales Manager. Winning several awards, Fi’s achievements included ‘Shop of the Year’, ‘Highest Revenue Increase of the Year’ and ‘100% Mystery Shopper Awards’.

As Co-op Travelcare’s Training and Development Manager, Fi led a team of national training officers, providing training and development to over 400 branches, call centres and business travel operations. She was responsible for winning national training awards from Travel Weekly and TTG for the design and results generated from innovative courses.

Moving to Cape Town in 2005, Fi became’s Head of Sales, Operations and Organisation Development. Growing the sales team from 16 to over 50 high performing Africa Safari Specialists, she was given the autonomy to strategically lead and manage multiple departments and functions, achieving high year-on-year profitability consistently throughout her tenure.

Returning to retail leisure travel, Fi joined Pentravel, South Africa’s largest independent retail travel chain, as its National Sales and Organisation Development Manager. Implementing people, training, sales and organisation development initiatives, policies, and procedures, she led the business to exceed all previous year profits and annual budgets.

Forming Big Ambitions in 2013, Fi helped prominent international travel businesses recruit and train travel people. Recognised as ‘the’ travel sales trainer in South Africa, she was the Mystery Shopper for South Africa’s Travel News Weekly and ETNW and chosen by South Africa’s number one Travel Industry Portal, ‘Travel Info’, to write its e-learning sales programme.

Fi returned to the UK in 2015, joining Progressive Travel Recruitment. Here, she further developed her global travel network, being relied upon and chosen by some of the world’s largest travel, hospitality, and technology brands as their preferred recruitment partner.

In 2020, Fi founded Progressive Travel Training alongside James Roberts and Tony Macdonald, her fellow directors at Progressive Travel Recruitment. Her passion for training and development, along with her knowledge of the industry, helped her to identify a gap in the market to provide soft skills training in the form of easily accessible e-learning courses created by subject matter experts who have done the jobs you do, and who know what it takes to succeed.

Fi currently lives in the Peak District with her husband, four children and rescue dog Nala.

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