Megan Padilla
Cyber Monday, Nov. 28, is the largest online shopping day of the year, and consumers looking for a Florida vacation can take advantage of a number of deep travel bargains. But is this good news for agents?
Amanda Klimak, president of Waterbury, Conn.-based Largay Travel, said it most certainly is.
"Our advisers are constantly keeping in touch with clients, watching for deals," said Klimak. "We use Cyber Monday as a reason to contact our clients. We're reaching out to them, saying, 'Hey, we know deals are around the corner and is there some place you are thinking of?' Anytime we can check the pricing for our clients, when we see a deal come across our desk, we can reach out to them and we look like a superstar."
Most industry professionals, on both the hotels and agent ends, agree that dropping rates isn't appealing. "But this was a one-day chance to do it," said Jody Diamond, president of Diamond Public Relations, which is headquartered in Miami. Diamond took a lead role in advising hotel clients to get on board by offering Cyber Monday travel deals. "The rest of the industry was making it work successfully," said Diamond. "It makes sense, the consumer is becoming programmed and is geared to spend money on that day. Why not spend it on travel?"
Timing is another reason it works, she said. "People are thinking about holidays and winter getaways. It's perfect for our clients."
Diamond first approached clients to try it out in 2009. "We went to them and said, 'Do something: Maybe a deal for a summer getaway, or an upgrade.' We wanted them to know it didn't have to be a major drop in rates."
The first year, a handful tried it. Now, almost all of Diamond's clients create an offer. It's an opportunity for a one-day or limited-time deal that requires the consumer to take immediate action, says Diamond. "We know that people are looking for the best deals. We often say to clients, if you want to book room nights, offer a low price. If you want [media] attention, do something really cool, like offer a spa treatment each day."
Even the luxury brands are getting in on the game. Take the $50 million Opal Sands Resort on Florida's Clearwater Beach, which opened earlier this year. Not only is the opulent showstopper, where every room has a balcony and view of the Gulf of Mexico, offering 40% off rates, but for premium winter travel dates through February.
Which brings us back to the travel adviser-client relationship. Klimak reminds Largay's advisers "to remember that even if you have to reprice something, keep the long-term in mind. This is a client who will be a repeat client if you always have their benefit in mind."
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Here's a sneak preview of some of Florida's premium brands offering travel deals starting on Cyber Monday.
Opal Sands Resort (Clearwater Beach)
Offer: Stay two nights and receive 40% off, with rates starting at $179/night
Valid for travel: Nov. 28-Jan. 31
How to book: www.opalsands.com with promo code CYBER16
Booking window: Nov. 28-30
The Sandpearl Resort in Clearwater Beach, Fla.
Sandpearl Resort (Clearwater Beach)
Offer: 40% savings for guests staying three or more nights, with rates starting at $123/night
Valid for travel: Nov. 28-Feb. 7
How to book: www.sandpearl.com using promo code CYBER16
Booking window: Nov. 28-30
Lido Beach Resort (Sarasota)
Offer: Stay three nights and receive 30% off with rates starting at $135
Valid for travel: Now through Feb. 16
How to book: www.lidobeachresort.com with promo code CYBER16
Booking window: Nov. 28-30
NYAH, Key West
Offer: $129/night
Valid for travel: May 1-Sept. 30; Minimum two-night stay; NYAH 4 single-bed room only; blackout dates apply.
How to book: www.nyahotels.com with promo code CYBER
Booking window: Nov. 28
Jupiter Beach Resort & Spa
Offer: 50% off best available rates
Valid for travel: Through Feb. 9
How to book: www.jupiterbeachresort.com with promo code CYBER16
Booking window: Nov. 28-30
Dream South Beach
Offer: Rooms for $199 per night. For every room booked, Dream Hotels will buy a winter coat for a New Yorker in need.
Valid for travel: Nov. 28-March 31 (blackout dates apply, reservations are non-cancellable)
How to book: www.dreamhotels.com/southbeach with promo code GIVING
Booking window: Nov. 28
Hammock Beach Resort (Palm Coast)
Offer: 50% off multibedroom villas, 30% off one-bedroom villas
Valid for travel: Nov. 28-Nov. 21, 2017
How to book: www.SalamanderHotels.com/Cyber-Monday, or call (888) 609-2134
Booking window: 6 a.m. on Nov. 28 through 6 a.m. on Nov. 29
Innisbrook (Palm Harbor)
Offer: 50% off any of Innisbrook's spacious suites for; 50% savings on the Classic Golf Package which includes deluxe accommodations, one round of golf per golfer per night of stay, $10 per person retail credit in the Pro Shop, advance starting times at time of reservation, unlimited use of practice facilities, club storage and locker room service and unlimited fitness center access. A minimum of two-nights is required to book this package.
Valid for travel: select dates
How to book: www.innisbrookgolfresort.com
Booking window: 6 a.m. on Nov. 28 through 6 a.m. on Nov. 29
The Brazilian Court Hotel (Palm Beach)
Offer: up to 30% off rooms, package includes valet parking
Valid for travel: select dates
How to book: www.thebraziliancourt.com or call (561) 655-7740 and mention our Cyber Monday offer
Booking window: Nov. 28
The Henderson Beach Resort (Destin)
Offer: 50% off rates for Gulf View rooms, 25% off rates for Garden and Pool-View rooms
Valid for travel: Nov. 28 to March 9 and Aug. 14 to Dec. 31, 2017
How to book: www.salamanderhotels.com/cyber-monday or call (888) 609-1432
Booking window: 6 a.m. on Nov. 28 through 6 a.m. on Nov. 29
Pelican Grand (Fort Lauderdale)
Offer: 25% off rates, rooms starting at $141.75/night, includes a $50 resort credit
Valid for travel: Nov. 28-June 30
How to book: www.pelicanbeach.com with promo code P-PRO12
Booking window: Nov. 28
Reunion, a Salamander Golf & Spa Resort (Orlando)
Offer: 50% savings on three-bedroom deluxe and superior Villa and two-bedroom estate suites; 30% savings on one-bedroom deluxe villas and estate suites; golf package starting at $99 per person, per night, based on quad occupancy, in a three-bedroom villa, including one round of golf per person, per night.
Valid for travel: through Dec. 21, 2017
How to book: www.reunionresort.com
Booking window: 6 a.m. on Nov. 28 through 6 a.m. on Nov. 29