One of today’s most powerful niches is culinary travel—whether that involves a food-related activity or two, or a longer trip focused entirely on food and wine. Given its ever-growing popularity, culinary travel shouldn’t be hard to sell, but agents still need to know the best way to break into the niche.
“Many agents are finding success by partnering with local restaurants and wineries that keep a database of client information,” said Debby Hughes of Distinct Journeys in Loveland, Ohio. “Chefs or sommeliers are often great Pied Pipers, and cruise nights at their locations can stimulate interest and bookings. Many cruise lines can arrange onboard wine tastings, pairings and cooking classes to be led by the chef or sommelier.”
Stephanie Turner of St. Louis-based Brentwood Travel, agreed. “We have partnered with a wine store several times and had co-op functions that highlight winery visits,” Turner said. “We do this a lot with river cruising in Europe. They always have winery visits on their itineraries.
Turner’s agency has also capitalized on food experts to promote culinary adventures. “We contacted a popular chef to promote traveling with him,” she said. “And one of our special clients was a winner of the Cupcake Wars on TV and is on the staff of our local community college tourism and hospitality department.”
Lisa Brasgalla of Travel Leaders in Fargo, N.D., takes advantage of local restaurants and bars to reach out to potential clients, and also suggests joining a local gym or yoga studio. “I’m sure there are a number of members who like to enjoy a glass or two of wine and may also like to travel together,” she said.
Additionally, Brasgalla recommended that agents consider tapping into social media to prospect for culinary clients. “These days everyone is posting pictures of what they are cooking, eating and drinking,” she said. “The make-it-yourself-at-home kits are turning your typical Mac-and-Cheese makers into pretty good cooks.”
But do agents aspiring to capture business from this niche need to be “pretty good cooks” themselves? Brasgalla, herself a former chef and bartender, said, “I always say, sell what you are passionate about—specialization is key. If you think Applebee’s is one of the best restaurants around, though, you may want to focus on a different area of travel.”
As always, agents need to know the product, Brasgalla added. “I would want my agent to have an idea of which river cruise lines have the best cuisine,” she said. “Are there escorted tours that include a cooking class in Italy or visit a winery and vineyard in France? Are there all-inclusive resorts that are known for great food?”
Agents also need to know their clients. “It probably wouldn’t hurt to know the foodie terminology, but I find if you let your clients who have that passion talk, they will give you all the terminology you need,” said Turner. “Besides, every foodie is different, so you just have to learn what their interest is.”
Although a basic knowledge of any niche is helpful when selling travel, agents should not find it daunting when approaching culinary experts for promotional purposes, Hughes said. “I may decide to partner with a gourmet restaurant for a foodie group cruise, but that doesn’t mean I’m anywhere near being a gourmet cook,” she said.
Expert or not, agents have multiple educational opportunities to take advantage of in the culinary niche. “You can learn a lot by working with your cruise line BDMs and group departments as to what makes a successful group,” said Hughes.
CLIA also offers basic training in the niche, while host agencies offer specialization in several niches, including culinary, she added. Several suppliers now also have culinary training. “Of course, the more hands-on knowledge you have, the more you can ‘talk the talk’ with clients and potential group leaders,” Hughes added.
Hands-on training is also a key to success, said Brasgalla, who suggested that agents consider participating in a cooking class and attending wine or beer tastings.
There’s also a very accessible way for agents to learn about the culinary scene, Turner said. “You can watch TV. There are lots of foodie shows on TV—from Anthony Bourdain [whose “Parts Unknown” will continue on Netflix] to Guy Fieri, and so many more.”
Advice on Selling Culinary Vacations
WEIGH THE OPTIONS
“You have to assess clients and decide if they are more mainstream and would just enjoy a tour that has some culinary focus or if they want something more specialized. There are companies that do specialize, but I find that many suppliers can provide a one-day or one-week program.”
Stephanie Turner, Brentwood Travel
WORK WITH BDMS
“Some cruise lines offer food-and-wine programs and excursions that are more comprehensive than others, so it’s important to build a list of your own preferred suppliers and work closely with the BDMs to create a unique product for your groups.”
DETERMINE CLIENT PREFERENCES
“You may end up with a client who doesn’t want a cruise. There are also escorted tours that focus on beer, wine, and food. You really have to ask your clients what type of experience they want. There are so many to choose from.”