1

SEKOLAH TINGGI PARIWISATA BANDUNGPROGRAM : STUDI INDUSTRI PERJALANAN (SIP)

Bandung, 2011

Oleh : Faisal Kasim

INDUSTRI PERUSAHAAN PERJALANAN (IPP)

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It aims to develop skills, knowledge and attitude and understanding of Management of company travel throught the discussion of the

trend of travel business industry, travel business industry activities, the travel business industry management and strategic

and tactic for running the travel business industry

OBJECTIVES THIS SUBJECTS

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•Macro Aspects:1. One global household;

2. Borderless Nation3. Free competition;4. Hidden protection;

5. Legalized Intellectual looting;6. Agenda 21 For Travel & Tourism Industry;

•Micro Aspect: 1. National Policy (Development System);

2. Autonomy Act (Act N0.32/2004 and Act 33/2004);3. Act N0.10/1990 about Tourism is already “obsolete”;

4. Regional Regulations (Province and Regency/ Municipality);5. Human Resources in Public as well as in Private Sectors;

6. National Stability;

Macro And Micro Aspects Influencing The Travel Business

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CHARACTERISTIC OF WORLD CLASS TRAVEL AGENT

1. Konsep (concept)Gagasan yang dihasilkan dari hasil pengolahan terhadap kumpulan pengetahuan dan wawasn yang dijadikan dasar untuk menghasilkan sebuah inovasi (learning

organization)2. Kompetensi (competence)

Perusahaan harus memiliki karyawan yang memiliki kompetensi (skill, sikap mental, motivasi dll) baik dalam speed, accuracy, frindliness sehingga produk dan

jasa memiliki nilai (create value)3. Koneksi (connection)

Perusahaan harus punya jaringan dengan konsumen, sumber dana, pemasok, maupun pihak lainnya. (aliansi strategis)

sifat tambahan lainnya :4. Kredibilitas (crdibility)

Perusahaan harus jujur dalam berbisnis (good ethics is a good business)5. Kepedulian (caring)

Perusahaan harus peduli kepada karyawan, mitra kerja, konsumen dan masyarakat sekitar. (corporate social responsibility), (community development)

Source : Kanter, 1996

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TRAVEL TRENDS

1. Travel Statistics

2. Shorter Vacations

3. Vehicle Travel

4. Marketing for the Elderly

5. E - Business Travel

6. Meetings and Incentives

Sumber : Chuck Y. Gee, Professional Travel Agency Management, 1990

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FUTURE CHALLENGES OF TRAVEL AGENCIES

1. MEGA AGENCIES2. SPECIALIZATION3. CLIENT CHANGES4. COMPETITION5. MARKETING6. ADVERTISING/PROMOTION7. VERSATILITY8. PERSONAL COMPUTERS9. THE MEDIA10. TELEMARKETING11. HIGH TECH12. GLOBALIZATION13. PRODUCT MIX14. QUALITY15. CO OP CONNECTIONS16. CRS VENDOR ETHICS

Sumber : Travel Agency Management, Gerald Fuller

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TASK ONE – 1-

DOING EXTERNAL ENVIRONMENTAL SCENNING IN TRAVEL INDUSTRY

NO MACRO CHANGE PRIORITAS PROGRAM

Five Force Shapping the Global Travel IndustryConverging Forces

Five Force Shapping the Global Travel IndustryConverging Forces

• The ascent of leisure travel

• The reinvention of air transportation

• The revolution

• The vigilante consumer

• Emerging markets

….and a growing concern about safety, security and hygiene

• The ascent of leisure travel

• The reinvention of air transportation

• The revolution

• The vigilante consumer

• Emerging markets

….and a growing concern about safety, security and hygiene

FUTURE TRAVEL AGENCY TRENDS

1. GROUP OR ALL INCLUSIVE TRAVEL WILL BECOME MORE POPULER

2. MORE CLIENTS WILL WANT TO VISIT EXOTIC DESTINATION TO ENSURE THE WORLD ECOLOGICAL SYSTEM IS IMPORVING

3. CLIENTS WILL WANT TO EXPERIENCE A HANDS ON VACATION4. CLIENTS WILL CONTINUE TO WANT VALUE FOR THEIR DOLLAR5. SOME AGENCIES MAY STOP SELLING AIRLINE TICKETS AND

CONCENTRATE ON SPECIALIZED LAND TOUR OR CRUISES ONLY

Source : Gerald Fuller, 1994

TANTANGAN BAGI BISNIS TRAVEL AGENCY

1. MASS, STANDARDIZED. RIGIDLY PACKAGE (MSRP)2. FLEXIBLE, SEGMENTED, ENVIRONMENTALLY FRIENDLY AND DIAGONALLY INTEGRETED (FSED)

Source : Frans Teguh, Budpar, 2005

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CHANGING IN TRAVEL AGENTS BUSINESS :

• High concentration of travel agents through mergers and acquisitions or alliances/consortia of small, independent agencies

• New technology (expedia, or lastminutes.com)• Greater reliance on technology than on the travel agents services

by the public• Commission capping and services fees• Flexibility of e-commerce allows travel agencies to package

tourism products dynamically• Internet based reduction of intangibility, reducing reliance on

agents for information• Supplies websites allow direct access for consumers.

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EFFORT MUST BE DONE THE TRAVEL AGENTS FACING COMPETITION :

•Use the marketing techniques (knowing their clients)•Product line analysis and information system

•Knowledge of travel destination and suppliers and how to interact and negotiate successfully with them.

Please indicate the business issue that you feel is most critical in affecting your business today? (n=1,533)

26% 12% 24% 35% 3%Grand Total

Emergence of Low Cost Carriers (LCCs) and airlines going directIncrease revenue for your agency Price competition among travel agencies

None

Reduce operating costs

10%

24%

48%

24%

19%

35%

17%

24%

20%

31%

48%

15%

19%

14%

12%

16%

1%

17%

4%

15%

20%

11%

11%

10%

12%

37%

19%

15%

43%

16%

30%

28%

26%

13%

2%

44%

49%

22%

21%

44%

32%

33%

50%

32%

33%

44%

35%

18%

11%

3%

2%

4%

1%

1%

1%

3%

13%

China

Hong Kong

India

Indonesia

Korea

Malaysia

Philippines

Singapore

Sri Lanka

Taiwan

Thailand

Vietnam

For those that selected “Price Competition Among Travel Agencies”, what is your plan to address the issue?

(n=461)

21%

8%

16%

22%

11%

3%

3%

4%

23%

32%

17%

29%

38%

28%

13%

7%

19%

15%

41%

32%

27%

11%

6%

8%

14%

5%

27%

16%

12%

21%

20%

10%

7%

25%

24%

8%

24%

8%

7%

16%

8%

3%

4%

4%

11%

21%

33%

14%

5%

10%

11%

34%

18%

24%

19%

18%

17%

4%

3%

16%

10%

14%

23%

6%

12%

3%

21%

25%

17%

6%

2%

14%

5%

6%

4%

13%

17%

31%

15%

3%

1%

China

Hong Kong

India

Indonesia

Korea

Malaysia

Philippines

Singapore

Sri Lanka

Taiwan

Thailand

Vietnam

14% 21% 13% 10% 18% 11% 7% 6%Grand Total

Partner with other travel agencies to expand your product rangeConcentrate on high margin, low volume customers such as corporate markets, and specialized travel

Concentrate on low margin, high volume customers such as groupsDiversify into other travel related businesses such as event management

Develop loyalty programs to help retain customersIncrease marketing spend on advertising and travel fairsOpen more branches to improve customer reach

Others

TW, PH, INDO, CN

Indonesia Market• Most critical issues : Price

competition among travel agencies

• TA’s Plan : 1. Others (31%)

2. Partner with other travel agencies to expand product range (16%)

3. Increase marketing spend on advertising and travel fairs (16%)

For those that selected “Emergence of Low Cost Carriers and Airlines Going Direct” what is your plan to address the issue?

(n=367)

32%

12%

17%

44%

16%

22%

29%

9%

25%

67%

50%

25%

25%

7%

11%

26%

22%

5%

38%

15%

27%

8%

17%

14%

18%

17%

4%

21%

22%

24%

31%

25%

20%

17%

25%

35%

7%

7%

16%

17%

14%

19%

28%

7%

25%

17%

9%

17%

15%

19%

17%

19%

13%

23%

20%

34%

19%

2%

10%

4%

China

Hong Kong

India

Indonesia

Korea

Malaysia

Philippines

Singapore

Sri Lanka

Taiwan

Thailand

Vietnam

21% 20% 19% 20% 15% 5%Grand Total

Bundle non-air packages with LCCs air content to create marginBundle non-air packages with published fares

Charge service fees when booking web fares for travellersOffer more non-air products like hotels, cars, cruises, rail, travel insurance, etc.,Travel agents continue to provide advice on complex itineraries

Others

TH, MAL, INDI

• Most critical issue : Emergence of Low Cost Carriers (LCCs) and airlines going direct

• TA’s Plan :

1. Others (34%)

2. Bundle non-air packages with LCCs air content to create margin (17%)

3. Charge service fees when booking web fares for travellers (17%)

4. Travel agents continue to provide advice on complex itineraries (17%)

Indonesia Market

For those that selected “Increase Revenue for your Agency”, how does your travel agency plan to increase its

revenue? (n=277)

13%

4%

17%

2%

11%

3%

4%

5%

13%

8%

11%

21%

11%

5%

15%

10%

24%

50%

5%

13%

19%

8%

6%

11%

4%

14%

18%

19%

8%

16%

6%

26%

11%

24%

14%

19%

38%

36%

19%

50%

26%

28%

29%

44%

33%

19%

14%

18%

11%

8%

26%

17%

5%

11%

14%

19%

57%

13%

5%

4%

7%

17%

5%

11%

50%

5%

25%

3%

15%

8%

2%

6%

16%

5%

19%

China

Hong Kong

India

Indonesia

Korea

Malaysia

Philippines

Singapore

Sri Lanka

Taiwan

Thailand

Vietnam

4% 12% 7% 17% 29% 18% 6% 8%Grand Total

Sell more hotel contentSell more other non-air content such as cars, cruises, rail and travel insurance

Charge service fees to travellersConcentrate on Leisure segmentsConcentrate on Corporate segmentsMaximise supplier overrides incentivesConcentrate on outbound FIT luxury travel

Concentrate on outbound niche segments like Conferences, medical tourism, etc.,

VN, KR, HK

• Most critical issue : Increase Revenue for your Agency

• TA’s Plan :1. Concentrate on Corporate segments (50%)

2. Sell more hotel content (17%)

Indonesia Market

For those that selected “Reduce Operating Costs”, how does

your travel agency plan to reduce operating costs? (n=153)

50%

10%

6%

11%

60%

31%

25%

43%

24%

31%

13%

53%

67%

67%

13%

54%

25%

10%

29%

80%

44%

40%

12%

22%

7%

8%

44%

5%

50%

14%

19%

40%

24%

33%

20%

8%

6%

24%

20%

6%

7%

6%

43%

China

Hong Kong

India

Indonesia

Korea

Malaysia

Philippines

Singapore

Sri Lanka

Taiwan

Thailand

Vietnam

3% 36% 27% 18% 9% 6%Grand Total

Reduce staff sizeIncrease staff productivity through trainingUse of technology at the back office support functions

Encourage both corporate and leisure customers to transact online with my agencyJoin a travel agency chain to increase bargaining power with suppliers

Others

SR, SG

• Most critical issue : Reduce Operating Costs

• TA’s Plan :1. Increase staff productivity through training (43%)

2. Others (43%)

3. Use of technology at the back office support functions (10%)

Indonesia Market

Summary The Most Critical Business Issue Affecting Travel Agents in

Indonesia and most of the other Markets is Price Competition Among Travel Agencies

Travel Agents in Indonesia mostly do not have specific plan to address the issue while some TAs have plan to expand product range and Increase marketing spend on advertising and travel fairs

Most of the Travel Agents that were surveyed in other Markets have plan to Concentrate on high margin, low volume customers such as corporate markets and specialized travel, and Develop loyalty programs to help retain customers to address the issue

GLOBALISASI USAHA JASA PARIWISATA

1. NEO – IMPERIALISME DI BIDANG EKONOMI2. BATAS PROTEKSI YANG HILANG3. PENINGKATAN DAYA SAING PRODUKSI4. NERACA PEMBAYARAN YANG TIDAK SEIMBANG5. TANTANGAN KESIAPAN TENAGA KERJA6. GAP ANTARA MISKIN DAN KAYA7. KEMAJUAN TEKNOLOGI DAN KETERBUKAAN INFORMASI8. AKULTURASI9. ISSUES POLITIK GLOBALISASI10. BORDERLESS TOURISM

Source : Pelatihan Travel Agent Manager, 2009

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TASK TWO – 2 –

COLLECTING THE MOST CRITICAL ISSUES IN TRAVEL AGENCY INDUSTRY

NO CRITICAL ISSUES TRAVEL AGENCY PLAN

1.

2.

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THE PROFESSIONAL AGENCY :

1. PARTICIPATIVE MANAGEMENT2. OFFICE APPEARANCE

3. PHONE CALLS (SMS, FACEBOOK,YAHOO MESSANGER, EMAIL, WEB ETC)

4. PREPRINTED FORM (PAPER LESS)5. SALESMANSHIP (SOLUTION ORIENTED/BENEFIT)

6. TRANSPARACIES7. CERTIFIED ACKNOWLEDGMENT (ISO, TEDQUAL ETC)

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THE SUCCESSFUL TRAVEL PROFESSIONAL

1. SELF MOTIVATION2. FOREMOST FOR SUCCESS IN MOST TRAVEL CAREERS3. DO YOU HAVE AN AWARENESS OF THE WORLD AROUND4. CUSTOMER SERVICE PROFESSIONALS MUST HAVE A POSITVE

ATTITUTE5. YOU WILL HAVE TO ADAPT EASILY TO CHANGE6. PATIENCE7. THE DECISIONS8. MEDICAL, LEGAL, OR FINANCIAL PROFESSIONAL UNDERSTAND9. THIS REGUIRES A HIGH DEGREE OF ORGANIZATION10. ABILITY TO BE ON THE JOB AND ON TIME11. THE NEED TO BE FAMILIAR

Sumber : Travel Perspective, Gerard Todd

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SYARAT PERUSAHAAN BPW DAPAT BERJALAN DENGAN BAIK :

1. KEUANGAN YANG SEHAT DAN CUKUP2. BANGUNAN TEMPAT USAHA YANG DEKAT DENGAN MASYARAKAT

UMUM3. KUALIFIKASI KARYAWAN YANG TINGGI

4. MEMPUNYAI IZIN USAHA DARI PEMERINTAH5. DIANGKAT OLEH PERUSAHAAN PENERBANGAN SEBAGAI AGEN

PENJUALAN6. DITUNJUK OLEH SUPPLIER YANG LAIN UNTUK MENJUAL PRODUK TRAVELNYA SEHINGGA DAPAT KOMISI DARI HASIL

PENJUALANNYA

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CUSTOMER SERVICE FOR THE TRAVEL PROFESSIONAL

WHAT DO CUSTOMER WANT ?

1. TO FEEL IMPORTANT

2. TO BE KEPT INFORMED, EVEN IF THE NEWS IS BAD

3. TO BE TREATED FAIRLY

4. TO KNOW THEY ARE VALUED

5. TO FEEL THAT SERVICE IS GIVEN WILLINGLY AND THEY ARE NOT PUTTING THE SERVER TO TOO MUCH TROUBLE

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EMPLOYEE ATTITUDES (CUSTOMER SERVICE PERSONNEL)

• WERE PERSONABLE• WERE SOCIABLE• WERE RESULT ORIENTED• HAD A SENSE OF HUMOR• PUT THE CUSTOMER FIRST• WERE DIRECT BUT NOT RUDE• CARED• WERE COURTEOUS• WERE HONEST• WERE WELL INFORMED• WERE SENSITIVE• WERE CONSIDERATE• WERE SINCERE• WERE UNDERSTANDING

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WHAT CAN SERVICE PROFESSIONAL DO ?

THERE ARE SEVERAL BASICS SERVICE PROFESSIONAL :1. ACKNOWLEDGE EVERY CUSTOMER AS SOON AS POSSIBLE, EVEN

IF YOU ARE BUSY AT THE TIME2. GET THE CUSTOMER’S NAME AND USE IT IN YOUR INTERACTION3. MAKE EVERY CUSTOMER FEEL SPECIAL : EVEN IF HE ISNOT

BUYING MUCH THIS TIME, THERE IS NEXT TIME4. EXHIBIT ENTHUSIASM EVERY TIME YOU SERVE A CUSTOMER5. NEVER, EVER FIGHT WITH A CUSTOMER6. BE CONSCIOUS OF HOW YOU SAY THINGS7. I DON’T KNOW SHOULD ALWAYS BE FOLLOWED BY BUT I WILL BE

HAPPY TO FIND OUT8. PROVIDE MORE THAN THE CUSTOMER EXPECTS9. ALWAYS THANK THE CUSTOMER

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PERGESERAN PARADIGMA DALAM TRAVEL AGENT :

STRATEGY Product Drive / Product Placement

Market Driven / Solution Integration

STRUCTURE UNIT

Monolitic Cost Center / Phyramid Independent Profil Center / Lead Enterprice

SYSTEM Internal Oriented Procedure Customer Focus Process

STAFF Hierarcichal Organization Empowered Professional

SHARE VALUE Check and Balance Self Manage Team Work

SKILL Salesman/Generalize/Managing Client Relationship/Professional stream/ Leadership

STYLE Rigid Flexible

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TASK (THREE) – 3 –

MAKING THE TRAVEL AGENCY PROFESSIONAL CRITERIA

MNP 33

AGENCY PRODUCTIVITY :

1. TRANSACTON PRODUCTIVITY : AN ANALYSIS OF THE STANDART COSTS RELATED TO DIFFERENT TRANSACTION SUCH AS TICKTING, TOUR PACKAGING, SALES CALL WITH

CURRENT PROFITAILITIY. STANDART COSTS CAN BE USED FOR PROJECTING THE PROFITABILITY OF NEW TRAVEL TRANSACTION.

2. PRODUCT LINE PRODUCTIVITY : AN ANALYSIS THE TRAVEL PRODUCTS SOL BY AGENCY, INCLUDING ALL SERVICES SOLD SUCH AS AIRLINE TICKETS, RAIL TICKET,

CAR RENTAL, TOUR PACKAGE, AND TRAVEL INSURANCE.

3. STAFF RODUCTIVITY : AN ANALYSIS THE PRODUCTIVITY OF EACH STAFF MEMBER MUST BE MEASURED TO EVALUATE HIS OR HER PERFORMANCE

4. TECHNOLOGY PRODUCTIVITY : AN ANALYSIS EMPLOYEES OUTPUT PER HOUR CAN BE DRAMATICALLY IMPROVED AND COSTS PER TICKET SUBSTANTIALY REDUCED

WITH THE USE OF COMPUTER RESERVATION SYSTEM (CRS)

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THE MAIN FUNCTION OF A LARGE SCALE TRAVEL AGENCY :

1.Travel Information2.Itinerary Preparation3.Airline Ticketing and Reservation4.Tour Packaging and Costing5.Reservation6.Travel Insurance7.Currency Services8.Organization of Confrence / Convention9.Travel Agency as handling agency / ground operator

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TRAVEL AGENCY LINKAGES

1.Airlines2.Accommodation Company3.Cruise Company4.Insurance Company5.Banking Company6.Educational Institution7.Travel Trade Association8.Other Organization9.Inbound Tourism10.Outbound Tourism11.Domestic Tourism12.Employment Generation13.Earning of Foreign Currency14.Destination Promotion Development

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TRAVEL EXPERIENCES ARE POSITIVE OR NEGATIVE DEPANDS UPON MANY FACTORS AS FOLLOW :

•PAST EXPERIENCES•ADVERTISING AND PROMOTION

•NEWS EVENTS•TRAVEL WRITERS

•ENTERTAINMENT MEDIA•WORD OF MOUTH•TRAVEL AGENTS

Sumber : Chuck Y. Gee, Professional Travel Agency Management, 1990

INTEGRASI BISNIS PERJALANAN

TEKNOLOGIINFORMASI

TARGET KONSUMEN

MONEY CHANGER

CREDIT CARD

BANK

ASURANSI

PENGELOLA KEUNGAN

PAKET WISATA

TIKET DAN RSVN

BPW/APW

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TASK (FOUR) – 4 -

39

SOME OF THE CONTENTS TO DETERMINED TO OPENING THE AGENCY :

1. BASIC PLAN OF ACTION (AGENCY OBJECTIVES AND OTHER RELATED MATTERS

2. RESPONSIBILITY OF EACH OFFICER AND EMPLOYEE3. AGENCY IMAGE AND PRODUCTS SOLD

4. BUDGET AND PROFIT EXPECTATION5. DEFINITIVE AND AGGRESSIVE SALES PROGRAM

6. ACCURATE DEMGRAPHIC INFORMATION7. PERSONAL CONTACT

8. STATEMENT OF PROFESSIONALISM

Sumber : Travel Agency Management, Gerald Fuller

40

CONSIDER MEMBELI TRAVEL AGENT :

1. PERUSAHAAN YAN SEDANG BEROPERASI DNGAN REPTASI YANG BAIK

2. MELAKUKAN PENELITIAN YANG SEKSAMA

3. MEMPUNYAI STAF YANG BERFUNGSI

4. MEMBELI BERARTI :

a. MEMBELI SELURUH USAHA,

b. SEGALA ASET,

c. LANGSUNG TERLIBAT,

d. MEGAMBIL RESIKO,

e. HARGA YANG TINGGI ATAU RENDAH

f. DAN MELANJUTKAN USAHA

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CONSIDER MENDIRIKAN TRAVEL AGENT :

• MENGURUS SEGALA PERIJINAN• MENCUKUPKAN MODAL INVESTASI

• NEGOSIASI• MENGANALISA POTENSI PASAR

• MELAKUKAN PELATIHAN• MEMILIH LOKASI

• LAYOUT DARI KANTOR USAHA

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PRE OPENING ACTIVITIES OF TRAVEL AGENT :

1. THE DESIGN OF A COMPANY LOGO NEED2. BUSINESS CARD

3. BUSINESS FORM PRINTED4. THE OFFICE LAYOUT

5. OFFICE FURNITURE6. REQUIRED EQUIPMENT PURCHASED

7. TELEPHONE LINES8. SAFETY DEPOSIT BOX

9. INDEX CATALOGUES10. BROCHURES

11. BANK ACCOUNT12. SETTING UP AN ACCOUNTING SYSTEM

13. SELECTING CRS14. ARRANGING FOR INSURANCE

43

REQUIREMENT FOR OPENING AN AGENCY

1. ARC (AIRLINE REPORTING COOPERTION) REQUIREMENT2. IATA REQUIREMENT

3. BOND OR IRREVOCABLE LETTER OF CREDIT4. OPERATING FUNDS

FINAL PREPARATION FOR OPENING AGENCY

1. EMPLOYEE2. EMPLOYEE BENEFIT

3. RICKETS4. SERVICE

5. SPECIALTY6. INSURANCE

7. ADVERTISING8. PITFALLS

9. BREAK EVENT POINT

44

TASK (FIVE) – 5 -

45

THESE REQUIREMENTS OF TRAVEL AGENT MANAGER :

– EXERCISES DAILY SUPERVISION OF, AND RESPONSIBILITY FOR, THE OPERATIONS OF THAT AGENCY LOCATION AND HAS THE AUTHORITY TO MAKE MANAGEMENT DECISIONS

– HAS AT LEAST TWO YEARS OF FULL TIME EXPERIENCE IN EITHER 1). SELLING GENERAL TRAVEL SERVICES TO THE PUBLIC OR 2). SUPERVISING THE OPERATION OF A BUSINESS OFFERING SUCH SERVICES

– HAS DEMONSTRATED KNOWLEDGE OF THE PROVISION OF THE INDUSTRY AGENT’S HANDBOOK

Sumber : Travel Agency Management, Gerrald Fuller

46

RESPONSIBILITIES OF THE MANAGER AND OWNER IN TRAVEL AGENT :

1. State clearly the responsibilities of both the manager and owner early in the relationship to avoid confusion and unhappiness2. Define expected roles of the manager and owner, whether in a newly opened or

an established agency3. State honestly the manager ‘s and owner’s individual and corporate goals4. Maintain an open door communication policy5. Determine the basis of salary increase6. Discuss the type and amount of additional professional training the manager

will receive7. Determine who hires/fires employees8. State the amount of actual authority the manager will have in the decisions and operations of the agency

Sumber : Travel Agency Management, Gerrald Fuller

47

DUTIES OF A MANAGER :

1. PLANNING (MANAGERS MAKE AND EXECUTE ALL TYPES OF PLAN)2. ORGANIZING (MANAGERS NEED TO BE ORGANIZER)3. CONTROLING (MANAGERS CONTROL THE OPERATONS OF THE

ORGANIZATION SUCH AS ACCOUNTING AND OFFICE PROCEDURES)4. LEADING (MANAGERS ARE EXPECTED TO LEAD THE EMPLOYEES BY

SETTING LIKES MOTIVATING THEM, BUILDING TEAM, SOLVING PROBLEM)

5. STAFFING (MANAGERS FUNCTION THAT DEALS WITH THE RECRUITMENT, PLACEMENT, TRAINING AND DEVELOPING EMPLOYEE)

6. COMMUNICATING (MANAGER TO EFFECTIVELY COMMUNICATE AND DETERMINE THE SUCCESS OR FAILURE OF AN ORGANIZATION)

Sumber : Gerrald Fuller, Travel Agency Professional, 1994)

48

MANAGERIAL SKILLS :

• HUMAN SKILL• DIAGNOSTIC SKILL• CONCEPTUAL SKILL• TECHNICAL SKILL• POLITICAL SKILL

LEVEL OF MANAGERS

1. Top Level : is often called the general manager or agency manager2. Middle Level : is often called the department manager, leisure manager, or

corporate manager3. First Level : is often called operational managers, support manager, or office

managerSumber : Travel Agency Management, Gerrald Fuller

49

SAFE AND HEALTHY WORK ENVIRONMENT IN TRAVEL AGENT :

• Minimize the amount of time an agent spends at a CRT or VDT• Develop an emergency plan that shows evacuation routes for fire

• Design the work area with wide aisles, adeguate space for an emergency escape route and sufficient and clearly marked exist

• Keep an adequate, well stocked first aid kit in the agency• Provide for an environmentally clean work space, restricted smoking

area, bottled water if your city’s water is not up to standard• Minimize axcessive noise levels.

50

TECHNIQUES USED TO MANAGE STRESS IN TRAVEL AGENT :

1. Do not hold things in2. Get enough sleep and exercise

3. Do not integrate work and personal life4. Take breaks

5. Be upfront at all times

51

TASK (SIX) – 6 -

52

REASONS A TRAVEL AGENCY SHOULD HAVE AN EMPLOYEE HANDBOOK :

Minimizing employee questions, problems, and misinterpretations of what is expected of them

1. Minimizing the possibility of showing favoritism among employees

2. Keeping the agency on a more professional level3. Documenting the employees awareness of company policies

by having them read, date and sign the handbook at least annually

Sumber : Gerrald Fuller, Travel Agency Professional, 1994

53

THE PRIMARY PURPOSE OF THE EMPLOYEE HANDBOOK

1. TO PREVENT PROBLEMS2. DISCRIINATION

3. CONFUSION BY STIPULATING LEGAL AS WELL AS CONVENIENCE ISSUES

Sumber : Gerrald Fuller, Travel Agency Professional, 1994

54

EMPLOYEE HANDBOOK CONTENTS

I. POLICY FOUNDATIONA. IntroductionB. History of XYZ TravelC. Mission of XYZ TravelD. Other Policy Foundation Topics

II EMPLOYMENT REGULATIONS AND PROCEDURESA. Absenteeism/Tardiness PolicyB. Performance appraisalsC. Grievance and Complaint ProceduresD. Lunch BreakE. Pay PolicyF. Overtime work and PayG. Probation period of new employeesH. Telephone CallsI. Termination PolicyJ. Termination and Severance PayK. Time CardsL. Working HoursM. Other employment regulations and procedures topics

III OPERATING POLICIES, REGULATIONS AND PROCEDUREA. Dress CodeB. Bad WastherC. Client Confidentiality

55

EMPLOYEE HANDBOOK CONTENTS

III OPERATING POLICIES, REGULATIONS AND PROCEDURED. Company ImageE. SecurityF. SmokingG. Staff MeetingsH. Other Operating Policies, Regulations and Procedures Topics

IV EMPLOYEE SERVICESA. Bulletin Board NoticesB Parking and Bus PassesC. Use of Company Equipment and Books

V EMPLOYEE BENEFIT PROGRAMSA. Commissions and BonusesB. Education and Professional MembershipC. Familiriuzation (FAM) TripsD. Funeral LeavesE. HolidaysF. industry BenefitsG. InsuranceH. Jury Duty Leave of AbsenceI. Leaves of AbsenceJ. Personal Leave DaysK. Sick LeaveL. Vacation TimeM. Otrher Employee Benefits Programs Topics

VI SIGNATURE/ACCEPTANCE SHEET

56

TASK (SEVEN) – 7 –

MAKING THE TRAVEL AGENCY EMPLOYEE HAND BOOK

57

ANALISIS SWOT TRAVEL AGENT

A. KEKUATAN (STRENGHT)1. Kekuatan Produk (alam dan Budaya) Travel Agent

2. Kekuatan proses dilakukan secara computerised untuk reservasi3. Kekuatan modal (investor)

4. Kekuatan Sumber daya manusia (kuantitas)5. Bali yang sudah terkenal

B. KELEMAHAN (WEAKNESS)1. Kelemahan produk (design dan aksesibilitas yang rendah)

2. Pengelolaan travel agent yang kurang professional3. Kelemahan proses produksi yang lamban dan cenderung masih manual untuk

paket wisata4. Kelemahan kurang fokus pada pangsa pasar

5. Kelemahan sumber daya manusia (kualitas dan profesionalisme) tidak bersertifikat

58

ANALISIS SWOT TRAVEL AGENT

C. PELUANG (OPPORTUNITIES)1. Peluang keanekaragaman produk yang tersedia

2. Peluang besarnya sumber daya manusia yang tersedia 3. Peluang potensi pasar yang besar baik dalam negeri naupun luar negeri

4. Peluang Letak geografis5. Perkembangan Teknologi

D. ANCAMAN (THREAT)1. Ancaman produk wisata asing

2. Ancaman globalisasi3. Ancaman kompetisi

4. Ancaman new konsumen 5. Ancaman pekerja asing

59

STUDI KELAYAKAN PERUSAHAAN PERJALANAN

ALASAN PETINGNYA STUDI KELAYAKAN MENDIRIKAN USAHA :1. Menghasilkan suatu perencanaan usaha yang dapat memberikan :

Pegarahan kegiatan usaha, pedoman dalam pelaksanaan, dan kegiatan lain untuk pencapaian tujuan usaha

2. Membuat suatu perkiraan (fore casting) dengan memperhitungkan potensi, hambatan dan resiko

3. Memberikan alternatif untuk memperoleh apa yang terbaik4. Menghasilkan suatu skala prioritas

5. Memberikan suatu standar6. Memperjelas untuk memperoleh output

60

ASPEK LOKASI

PERTIMBANGAN LOKASI DALAM PENDIRIAN TRAVEL AGENT :

1. Lokasi tempat yang potensial untuk pertumbuhan usaha dan meraih keuntungan2. Lokasi harus sesuai dengan kegiatan/jenis usaha

3. Lokasi harus memperhatikan kedudukan dan kondisi dari pemasok dan pemakai jasa

4. Lokasi harus memperhatikan kehadiran pesaing dalam kegiatan usaha5. Lokasi harus mampu menyadap client dari masyarakat luas (walking clients)

6. Lokasi harus disesuaikan dengan jenis pelayanan yang diberikan7. Lokasi harus mempunyai ruang parkir yang luas

8. Lokasi bangunan hendaknya dipilih pada level pertama9. Lokasi harus memperhatikan akses sarana dan prasarana usaha

10. Lokasi harus mempertimbangkan riwayat lokasi

61

ASPEK KEGIATAN USAHA

FAKTOR YANG DIPERTIMBANGKAN DALAM PENENTUAN USAHA :1. Tujuan usaha dan sasaran yang ingin dicapai

2. Pasar yang ada dan yang diharapkan dapat dimasuki3. Sumber-sumber yang dapat dimanfaatkan untuk memperoleh keuntungan

4. Lingkungan Usaha5. Pesaing yang eksis dan yang diharapkan bakal jad pesaing

PERENCANAAN STRATEGI USAHA AKAN MENGHASILKAN :1. Kegiatan usaha yang akan dijalankan di masa mendatang

2. Jenis produk yang dihasilkan3. Ukuran Usaha

4. Pengembangan kegiatan Usaha5. Organisasi Usaha

6. Kebutuhan SDM

62

ASPEK KEUANGAN

Aspek keungan akan menyeimbangkan antara : Sumber Keungan + Sumber Pendapatan terhadap Sumber Pembiayaan

Sumber Keungan :1. Modal sendiri2. Modal Equity

3. Modal gabugan 4. Pinjaman dari Bank

Sumber Pendapatan :1. Komisi2. Margin

3. Interest Bank4. Selisih Nilai Kurs

5. Selisih Nilai Kontrak Rate6. Bonus dari Supplier

63

ASPEK KEUANGAN

Sumber pembiayaan :1. Biaya pendirian usaha

2. Biaya Start Up Cost (Modal Memulai Usaha)3. Biaya menjalankan usaha (Biaya Fixed Cost dan Biaya Operasional)

Rumusnya : Pendapatan = Biaya Pendirian + Start Up Cost + Operation Cost + Overhead Cost

64

ASPEK PASAR

ASPEK PASAR MENYANGKUT :

1. Ekonomi2. Demografi

3. Geografi4. Sosial Budaya

5. Perbandingan Harga6. Mobilitas Manusia

7. Komunikasi Mass Media8. Pemerintah

65

TASK (EIGHT) – 8 –

MAKING ENVIRONMENTAL SCEENNING OF TRAVEL INDUSTRY

66

RESIKO YANG SERING TIMBUL PADA SUATU TRAVEL AGENCY :

1. AKUISISI2. TENDENSI PERIKLANAN YANG MENYESATKAN

3. USAHA BANGKRUT4. KONDISI DAN PERSYARATAN TRANSAKSI

5. CHECK KOSONG6. KONTRAK KERJASAMA

7. INFORMASI TIDAK LENGKAP8. KELALAIAN KERJA

9. KOMISI10. PRODUK YANG MENGECEWAKAN

11. REDUKSI HARGA12. SERVICE CHARGE

67

RESIKO YANG TIMBUL BAGI TRAVEL AGENCY DENGAN PERUSAHAAN PERJALANAN :

1. SALAH ISSUED TIKET PESAWAT2. SALAH HITUNG TIKET PESAWAT

3. PEMBATALAN4. NO SHOW

5. PEMBAYARAN TIDAK TEPAT WAKTU6. KEGAGALAN PENAMPILAN KERJA

RESIKO YANG TIMBUL BAGI TRAVEL AGENCY DENGAN HOTEL :1. PEMBATALAN PADA WAKTU CHECK IN DAY

2. TIDAK MUNCUL (NO SHOW)3. KEGAGALAN PENAMPILAN KERJA

RESIKO YANG TIMBUL BAGI TRAVEL AGENCY DENGAN AGEN LUAR NEGERI :

1. KETERLAMBATAN PEMBAYARAN2. AGEN LUAR NEGERI MENGALAMI BANK COLLAPSE

3. FORCE MAJEUR

68

LANGKAH PENANGGULANGAN RESIKO :

1. IDENTIFIKASI RESIKO2. PERKIRAAN TINGKAT DAMPAK DAN PENGARUH AKIBAT DARI RESIKO

3. PENGAMBILAN KEPUTUSAN UNTUK MENGHINDARI, MEMPERKECIL DAN MENGALIHKAN RESIKO

4. IMPLEMENTASI RENCANA KEGIATAN DAN PENANGULANGANNYA

69

TASK (NINE) – 9 –

DOING THE ANALYZE OF TRAVEL AGENCY RISK

70

THE REASONS WHY TRAVEL AGENCY NEED TO NEGOTIATE :

1. GAIN COMPETITIVE PRICES2. OBTAIN HIGER OVERRIDES WITH TOUR OPERTORS

3. ATTRACT CORPORATE ACCOUNTS4. ESATBLISH GUARANTEED LOWER PRICES WITH SPECIFIC CRUISE LINE

71

PREPARATION FOR NEGOTIATING :

1. ANALYZE OBJECTIVELY THE AGENCY’S VOLUME IN THE PAST AND WHAT IT IS CAPABLE OF DOING IN THE FUTURE

2. ANALYZE THE AGENCY’S MARKETING PLAN3. BE SELECTIVE

4. KNOW THE SUPPLIER’S PRODUCTS5. BE FAMILIAR WITH THE SUPPLIER’S OPERATIONS

72

NEGOTIATING GUIDELINES :

1. BE AGGRESSIVE2. GO TO THE NEGOSIATING TABLE WITH A CLEAR OBJECTIVE OF WHAT YOU

WANT TO ACCOMPLISH3. KEEP THE TOTAL PERSPECTIVES OF YOUR GOAL IN MIND AT ALL TIMES

4. DON’T LET SHORT TERM PROBLEMS DEFEAT THE NEGOSIATION PROCESS5. KEEP THE NEGOSIATION REQUIREMENT SIMPLE

6. BE CREATIVE IN THE NEGOSIATION PROCESS7. KEEP THE NEGOSIATIONS ON AN EQUAL ADMINISTRATIVE LEVEL

8. REMAIN FRIENDLY, OPEN MINDED, REALISTICS AND HONEST9. BE PREPARED TO PLAY ONE SUPPLIER AGAINTS ANOTHER

10. MARKETS THAT HAVE FEWER SUPPLIERS GENERALLY OFFER A GREATER CHALLENGES

73

TASK (TEN) – 10 -

74

TRAVEL AGENCY JOB CLASSIFICATION :

1. MANAGING THE ENTERPRISE AND MAKING BUSINESS DECISION AND POLICIES

2. MARKETING THE AGENCY3. SELLING THE PRODUCTS REPRESENTED BY THE AGENCY

4. ACCOUNTING FOR THE PROFITABILITY OF THE AGENCY5. BOOKKEEPING DAILY TRANSACTIONS

6. PROVIDING TRAVEL COUNSELLING TO RETAIL CLIENTS7. HANDLING COMMERCIAL CLIENTS

8. DEALING WITH SPECIALIZED PRODUCTS AND SERVICES9. HANDLING AUTOMATION AND CLERICAL FUNCTION

75

THE FUNDAMENTAL RESONSIBILITIES IN TRAVEL AGENCY MANAGEMENT :

PLANNINGENVIRONMENT

AND TASK

STAFFING

ORGANIZING

LEADING

ORGANIZATONA CLIMATE

MOTIVATIONCONTROLLING

Sumber : Chuck Y Gee Cs, The Travel Indstry, 89

76

PLANNING :

BUSINESS OBJECTIVESWHOM DO WE WANT TO SERVE ? GENERAL PUBLIC OR SPECIALTY NICHES, WHERE DO WE

WANT TO GO ? MARKET OBJECTIVES, MISSION STATEMENT : GOALS AND STANDARDS

PERSONNEL OBJECTIVES

ENVIRONMENT AND TASK :CHANGE IN TRAVEL TRENDS AND BEHAVIOUR, TRENS AFFECTING RELATIONSHIP WITH

SUPPLIERS AND CLIENTS, REGULATORY CHANGES, CHANGE IN TRAVEL AGENCY INDUSTRY PRACTICE, COMPETITION AND MERGER OR MEMBERSHIP IN CO OPS.

CONSORTIUM

ORGANIZATING :ORGANIZING STRUCTURE, LINES OF AUTHORITY, AMOUNT OF DELEGATION AND

COORDINATION

LEADING :STYLE OF LEADERSHIP, DECISION MAIKNG, MANAGING EMLOYEE AND RELATIONSHIP

77

STAFFING :RECRITMENT, SELECTION/PROMOTION, PERFORMANCE APPRAISALS, AND DEVELOPMENT

ORGANIZATIONAL CLIMATE :ORGANIZATIONAL VALUES AND BUSINESS ETHIC. HOW EMLOYEE FEEL ABOUT THE AGENCY, SENSE OF RESPONSIBILITY, LOYALTY AND COMMITMENT TO TEAMWORK

AND WILLINGNESS TO RESOLVE CONFLICT

MOTIVATION :MORALE, PERFORMANCE, AND REWARDS

CONTROLLING :PRODUCTIVITY MEASURES, SALES BY CIENT CATEGORIES, TIME USE

MEASURING PERFORMANCE AGAINST PLANS AND TAKING CORRECTIVE ACTON

78

TASK (ELEVEN) –11 –

MAKING THE TRAVEL AGENCY PLANNING PHASE

79

HUMAN RESOURCES OF TRAVEL AGENCY

RECRUITMENT SOURCES :

1. The Travel Industry2. Employment Agencies

3. Newspapaer and Magazine Ads4. Travel Schools and other programs : Travel Schools, Agency Training

Schools, Correspondence Courses, Community Colleges, Four Year Colleges, In house training Programs.

80

SALARY AND INCENTIVE IN TRAVEL AGENT :

FACTORS THAT DETERMINE COMPENSATION

1. AGENCY GEOGRAPHIC LOCATION2. EMPLOYEE YEARS OF EXPERIENCE

3. AGENT SPECIALIZATION4. SIZE OF AGENCY

5. AGENT PRODUCTIVITY

INCENTIVE PROGRAMS

1. ALL SALES STAFF WILL INCREASE THEIR SALES VOLUME X PERCENT OVER THE NEXT SIX MONTHS

2. CORPORATE AGENTS WILL INCREASE THEIR SALES VOLUME X PERCENT3. IN AGENCIES WHERE AGENT SPECIALIZE BY PRODUCT OR DESTINATION, EACH

AGENT CAN BE GIVEN A SET AMOUNT BY WHICH TO INCREASE SALES VOLUME OVER A SPECIFIED TIME

81

THERE ARE SEVERAL WAYS AGENCIES CAN COMPENSATE AGENTS WITH COMMISSION :

1. PREDETERMINED COMMISSION BASED ON PERCENTAGE OF AGENTS SALES2. SMALL SALARY PLUS A COMMISSION BASED UPON SALES

3. A LARGER SALARY PLUS AN ADDED COMMISSION ON CERTAIN PRODUCTS

SOME REWARDS THAT THE SALESPERSON MIGHT WANT FOR REACHING SET GOALS INCLUDE :

1. CASH2. FLEXIBLE WORK SCHEDULE

3. FREE AIRLINE TICKETS4. FAM TRIPS

5. TIME OFF WITH PAY6. MORE EDUCATIONAL AND TRAINING COURSE

7. GIFT CERTIFICATES8. OFFICE PARTIES

9. DINNER AT A NICE RESTAURANT10. COMBINATION OF ANY OF THE ABOVE

82

COMPENSATION :

• SALARY PROGRAMS• OVERTIME

• FAMILIARIZATION TRIPS• OTHER INCENTIVES : WAGES AND FRINGE BENEFIT,

COMMISSION PLANS AND BONUSES, PROFIT SHARING AND NONMONETARY INCENTIVES

83

THE SELECTION PROCESS :

1. The Job Application2. Screening and Refrence Checks3. Desired Skill and Competencies

4. Personal Interviews5. Final Selection

84

TRAINING AND DEVELOPMENT :

1. ORIENTATION2. STAFF DEVELOPMENT

3. INFORMAL TRAINING : ON THE JOB TRANING, MEETINGS AND EMPLOYEE NEWSLETTER

4. FORMAL TRAINING : CERTIFICATION COURSE, TRADE ASSOCIATION PROGRAMS AND IMPORTANCE OF FORMAL TRAINING

85

JOB INTERVIEW SKILL

THE PURPOSE OF A JOB INTERVIEW IS TO GIVE THE COMPANY AN OPPORTUNITY TO SEE WHEATHER YOU HAVE THE RIGHT PRODUCT TO SELL TO THEM. SO THE INTERVIEW ALSO GIVES YOU A CHANCE TO SEE IF THIS IS THE EMPLOYER YOU WANT

A FEW SIMPLE GUIDELINES FOR INTERVIEW :1. TAKE A CONSERVATION APPROACH : WEAR CLOTHING WITH

SIMPLE LINES, CLASSIC STYLES AND NEUTRAL COLORS2. WEAR SIMPLE JEWELRY OR NONE AT ALL3. CHOOSE SIMPLE, NEAT, NATURAL HAIRSTYLES

PREPARE YOUR ANSWER RELATED TO INTERVIEW :1. TELL ME ABOUT YOURSELF2. WHAT IS YOUR MAJOR STRENGHT3. WHAT IS YOUR WEAKNESS4. WHAT DID YOU LIKE LEAST ABOUT YOUR LAST JOB5. WHAT SALARY DO YOU EXPECT TO MAKE

86

TUGAS-TUGAS KHUSUS PARA KARYAWAN SUATU BIRO PERJALANAN MELIPUTI :

• MENGELOLA PERUSAHAAN SERTA MEMBUAT KEPUTUSAN DAN KEBIJAKAN

• MEMASARKAN PERUSAHAAN BESERTA PRODUKNYA• MENJUAL PRODUK-PRODUKNYA

• MENYUSUN AKUNTING KEUNTUNGAN PERUSAHAAN• MEMBERIKAN SARAN-SARAN WISATA KEPADA PELANGGAN

• MENANGANI WISATAWAN BISNIS• MENANGANI PELAYANAN DAN PRODUK KHUSUS

• MENANGANI OTOMASI DAN FUNGSI ADMINISTRASI

87

TASK (TWELVE) – 12 -

88

DETERMINE TYPE OF ORGANIZATION

1. CORPORATION IS A TYPE OF BUSINESS ORGANIZATION FORMED TO STATUTORY AUTHORITY WHERE SHAREHOLDERS ELECT OR

APPOINT OFFICERS TO RUN THE COMPANY2. SOLE PROPRIETORSHIP IS A FORM OF BUSINESS IN WHICH ONE

PERSON OWNS ALL THE ASSETS OF THE BUSINESS3. PARTNERSHIP IS A FORM OF BUSINESS FORMED BY THE

VOLUNTARY ASSOCIATION OF TWO OR MORE PERSONS TO CARRY ON AS CO OWNERS OF A BUSINESS FOR PROFIT

4. CONSORTIUM IS A GROUP OF INDEPENDENT SUPPLIERS AND INTERMEDIARIES WHO COOPERATE TO PROVIDE A SERVICE

5. FRANCHISE IS A BUSINESS ARRANGEMENT WITH THREE MAJOR COMPONENTS : 1). A TRADEMARK AND/OR LOGO, 2). THE USE OF A PRODUCT OR SERVICE FOLLOWING A MARKETING PLAN, 3). A

PAYMENT OR ROYALTY FEE

89

ORGANIZATIONAL IN TRAVEL AGENT :

TASK OF ORGANIZATION MANAGEMENT :

1. ORGANIZING2. DIRECTING

3. LEADING4. STAFFING

5. ORGANIZATION CONDITION6. EMPLOYEE MOTIVATION

THE PRINCILES OF TRAVEL ORGANIZATIONAL DESIGN :

1. DEPARTMENTATON BY TIME2. DEPARTMENTATION BY FUNCTION OR OCCUPATIONAL SPECIALIZATION

3. DEPARTMENTAION BY TERRITORY4. DEPARTMENTATION BY TYPES OF MARKETS AN CUSTOMERS SERVED

90

TUJUAN ORGANISASI TRAVEL AGENT :

1. INFORMASI2. DISTRIBUSI3. RESERVASI

4. PELAYANAN

SCOPE OF TRAVEL AGENT ORGANIZATION :

1. LINGUKNGAN ORGANISASI2. PEMBAGIAN TUGAS DAN AUTHORITY

3. GARIS PENGAWASAN 4. PENGAWASAN FINANSIAL

91

PERMASALAHAN DALAM ORGANISASI TRAVEL AGENT :

1. PENENTUAN KLASIFIKASI KERJA2. PENETAPAN DEPARTEMEN DALAM ORGANISASI

3. PERTUMBUHAN ORGANISASI4. PERILAKU ORGANISASI

5. STANDARISASI ORGANISASI

JENJANG KARIER DI TRAVEL AGENT :

1. TENAGA PELAKSANA2. TENAGA PENYELIA

3. PIMPINAN DEPARTEMEN4. PIMPINAN PERUSAHAAN

92

STRATEGY OF ORGANIZATION GROWTH :

1. RESTRUCTURING THE ORGANZATON WITH SPECIALIZED STAFF2. EXPANDING THE CURRENT OPERATION WITH ADDITIONAL

PRODUCTS AND/OR STAFF3. SETTNG UP BRANCH OPERATIONS4. MERGING WITH OTHER AGENCIES

5. ACQUIRING EXISTING AGENCIES6. SETTING UP A FORM OF PARTNERSHIP OR JOINT VENTURE WITH

ONE OR MRE AGENCIES7. JOINING OF FORMING A COOPERATIVE OR CONSORTIUM

8. JOINING A FRANCHISE

93

STRUKTUR ORGANISASI MEMBERIKAN GAMBARAN MENGENAI :

1. PRINSIP KEPUTUSAN2. KONSEP DARI KEKUASAAN

3. KONSEP DARI TANGGUNG JAWAB4. KONSEP ALUR SISTEM KEUNGAN

5. GARIS PENGAWASAN6. HUBUNGAN VERTIKAL

7. HUBUNGAN HORIZONTAL

94

TASK (THIRTEEN) – 13 -

95

PERENCANAAN PRODUK WISATA DAN PENGEMBANGANNYA

PERENCANAAN PRODUK MENGACU PADA 5 KETETAPAN YAITU :1. PRODUK YANG TEPAT

2. TEMPAT PENJUALAN YANG TEPAT3. CARA PROMOSI YANG TEPAT

4. HARGA YANG TEPAT5. JUMLAH MACAM PRODUK YANG TEPATSumber : Mc Kintosh, Tourism Principles, 1986)

96

KRITERIA DALAM MERENCANAKAN PRODUK WISATA

1. DIBUTUHKAN ADANYA PERMINTAAN PASAR YANG BESAR2. PRODUK WISATA YANG DIDESAIN HARUS SESUAI DENGAN CITRA DAN

TUJUAN WISATANYA3. SETIAP PRODUK BARU HARUS DISESUAIKAN DENGAN KEMAMPUAN

PERSONIL, DANA DAN SUMBER WISATA YANG ADA4. HARUS MENYUMBANGKAN KEUNTUNGAN DAN MANFAAT SERTA

PELUANG BAGI PERKEMBANGAN SUATU TUJUAN WISATA

97

Introduction Growth Maturity Saturation Decline

PRODUCT LIFE CYCLE

Sumber : Mc Kintosh, Tourism Principles, 1986)

98

TASK (FOURTHEEN) – 14 -

99

POLICIES AND PROCEDURES MANUAL IN TRAVEL AGENCY :

POLICIES IS PORTION COVERS THE AGENCY’S POLICIES ON SUCH MATTERS AS ANNUAL LEAVE, FAM TOUR AND FRINGE

BENEFITS, WHILE PROCEDURES IS PORTION ESTABLISH STANDARDS FOR HANDLING PHONE CALLS, FILING

BROCHURES, HANDLING ERSONAL CHECK, AND SO ONDETERMINE OF MANUAL CONTENTS : PAST PRACTICE IN THE AGENCY, PREVAILING PRACTICE AMONG OTHER AGENCIES,

MANAGEMENT PERSPECTIVES AND EMPLOYEE PERSPECTIVES

100

THE CONTENTS OF POLICIES AND PROCEDURES MANUAL :

1. LETTER OF WELCOME2. COMPANY HISTORY

3. PURPOSE OF MANUAL4. ORGANIZATION OF AGENCY

5. JOB RESPONSIBILITIES AND WORK FLOW PATTERN6. COMPENSATION

7. CONTRO FUNCTON AS APLICABLE8. USAGE OF PREFERRED SUPPLIERS

9. PROFESSIONALPRACTICES TO BE COVERED

101

10. CREDIT PROCEDURES11. SERVICE CHARGE POLICY

12. EXPLANATION OF HOW PHONE IS TO BE ANSWERED13. HOURS OF WORK

14. POLICY ON TIME CARDS, WAGES, OVERTIME, AND FRINGE BENEFITS15. POLICY AN ABSENCES, TARDINES

16. OFFICE COVERAGE17. POLICY ON FAM TRIPS, COCKTAIL PARTIES AND EDUCATIONAL SEMINARS

18. CONDUCT OF AGENCY REPRESENTATIVES, INCLUDING DRESS CODE19. USE OF COMPANY VEHICLE

20. POLICY AGAINST CONFLICTING EMPLOYMENT21. POLICY ON RESIGNATION

22. GRIEVENCE PROCEDURES23. DISMIASSAL

24. POLICY ON GIFT TO CLIENTS25. POLICY ON GIFT FROM CLIENTS OR SUPPLIERS

102

26. WORKERS COMPENSATION27. ACCIDENT REPORTING

28. SOLICITATION ON PREMISES29. EMLOYEE EVALUATION AND BONUSES

30. PROMOTION POLICIES31. STAFF MEETING

32. EMPLOYEE TRAINING AND DEVELOPMENT33. POLICY ON REDCED RATE TRAVEL

34. POLICY ON SMOKING35. CONFIDENTIALITY ON TRAVEL PLANS

36. RESERVATION PROCEDURES, RESERVATION CARDS AND FILES37. INVOICING AND CREDIT PLICIES

38. PROCEDURE ON HANDLING CONSUMER COMPLAINTS39. CORRESPONDENCE

SAMPLE FORM AND DOCUMENTS

103

TASK (FIFTHEEN) – 15 -

104

PRINSIP PEMASARAN TRAVEL AGENT

1. ORIENTASI PASAR PADA KONSUMEN2. MEMUASKAN KEBUTUHAN DAN KEINGINAN KONSUMEN

3. MEMPERHATIKAN SEGMEN PASAR4. NILAI DAN PERUBAHAN5. DAUR HIDUP PRODUK

6. MARKETING MIX

105

THE MARKETING PROCESS IN TRAVEL AGENCY MARKETING :

AGENCY OBJECTIVES

AGENCY STRATEGY

SITUATIONAL ANALYSIS(MARKETING RESEARCH)

OPPRTUNITIES

MARKETING OBJECTIVES :SALES VOLUME, PROFIT CONTRIBUTION

AND TARGET MARKETS

MARKETING BUDGET

MARKETING STRATEGIES( 4 P)

IMPLEMETATION

EVALUATION

AGENCY AUDIT ENVIRONMENTAL AUDIT

FEEDBACK

106

PERILAKU KONSUMEN MENYANGKUT

1. KEBUTUHAN, KEINGINAN DAN MOTIVASI2. PERSEPSI

3. KEINGINAN BELAJAR4. KEPRIBADIAN

5. GAYA HIDUP6. KONSEP DIRI

ANALISA PASAR MENYANGKUT :

1. ANALISA LINGKUNGAN2. ANALISA POTENSI PASAR3. ANALISA PESAING UTAMA

4. ANALISA LOKASI DAN KOMUNITAS5. ANALISA PELAYANAN

6. ANALISA POSISI PASAR DAN ANALISA PERENCANAAN PASAR

107

SALES PROMOTION TRAVEL AGENT

SASARAN UTAMA SALES PROMOTION : KONSUMEN, JARINGAN DISTRIBUSI DAN SALES FORCE

TEKNIK SALES PROMOTION :

1. SEGMEN KONSUMEN : POTONGAN HARGA, PRODUK EKSTRA, PELAYANAN EKSTRA, FREE GIFT, BERKOMPETISI, PERHATIAN BAGI CLIENT REGULER

DAN PERHATIAN PADA HARGA2. JARINGAN DISTRIBUSI : PEMBERIAN KOMISI, PERHATIAN PADA HARGA,

BERKOMPETISI, FREE GIFT DAN PERTEMUAN/PARTY3. SALES FORCE : BONUS, INSENTIF PEMBERIAN, INSENTIF PERJALANAN

DAN PERHATIAN PADA HARGA

108

SELLING SKILL FOR THE TRAVEL PROFESSIONAL

FOUR THINGS THE TRAVEL COUNSELOR NEEDS :1.NAME2.DATE OF TRAVEL3.DESTINATION4.NUMBER OF TRAVELERS

THE TRAVEL COUNSELOR NEED FIVE THINGS ABOUT THE TRAVELER :1.WHEN THEY CAN TRAVEL2.HOW MANY WILL TRAVEL3.HOW LONG THEY CAN TRAVEL4.WHAT THEY LIKE TO DO5.WHETHER THEY MIGHT CONSIDER A DESTINATION

109

ADVERTISING MEDIA BY TRAVEL AGENCIES :

1. TELEVISION2. NEWSPAPAERS

3. MAGAZINES4. RADIO

5. YELLOW PAGES6. SPECIALTY ADVERTISING

7. DIRECT MAIL8. NEWSLETTERS

9. SELF LIQUIDATING PREMIUMS10. WEB

11. DIGITAL TECHNOLOGY12. SMS / HP

110

Prospecting for New Clients

Closing

Approaching Clients

Presentation

HandlingObjections

Follow up

STEPS FOR PERONAL SELLINGSource : Philip Kothler, 1988

111

SELLING TECHNIQUES

1. BE HONEST AND DIRECT WITH THE CLIENT TO DEVELOP CONFIDENCE AND SHORTEN THE SELLING TIME

2. ACT PROFESSIONAL3. BE YOUR SELF

4. BE CERTAIN THAT THE FINAL DESTINATION/PROGRAM5. KEEP THE SELLING TIME TO A MINIMUM

112

TECHNIQUES FOR CREATING A CLIENT RELATIONSHIP

1. WHILE DISCUSSING VARIOUS TRAVEL POSSIBILITIES2. ENCOURAGE CLIENTS TO BE DESTINATION ORIENTED

3. PERSONALITY NOTIFY CLIENTS4. HAVE WELCOME HOME

5. ENCOURAGE CLIENTS TO BORROW FROM THE AGENCY OR BUY DESTINATION VIDEOS OR BOOKS

6. SEND CLIENTS BIRTHDAY CARDS7. BE CERTAIN THAT AS MANY AGENTS WITHIN THE OFFICE AS

POSSIBLE KNOW THE NAME OF THE CLIENTS

113

TECHNIQUES FOR SELLING TOUR PACKAGES

1. THE OWNER/MANAGER SHOULD DECIDE THAT THE AGENCY WILL SELL A MAXIMUM OF TWO TOUR OPERATORS TO EACH

DESTINATION2. AGENTS SHOULD BE WELL TRAINED ON ALL PROGRAMS,

POLICIES AND ITINERARIES OF THE SELECTED COMPANIES3. THE AGENT SHOULD DETERMINE EARLY IN THE CONVERSATION

IF AN ESCORTED, HOSTED OR FIT PROGRAM SHOULD BE SUGGESTED TO THE CLIENT

114

TELEPHONE SELLING

1. BE ENTHUSIASTIC2. CONCENTRATE ON THE CONVERSATION3. APPROACH YOUR JOB AFTER PROPER REST4. MAKE A REAL EFFORT TO VARY THE PITCH OF

YOUR VOICE5. SPEAK AT A COMFORTABLE RATE AND

ARTICULATE YOUR WORDS6. DEVELOP SKILL IN USING DESCRIPTIVE WORDS7. KEEP IN MIND THAT EACH CALLER IS SOMEBODY

SPECIAL

115

THERE ARE SOME BUYING SIGNAL IF A BUYER IS READY :

1. HE IS AGREEING WITH WHAT YOU SAY2. HE IS TALKING FREELY3. HE IS VOLUNTEERING INFORMATION4. HE IS ASKING PARTINENT QUESTIONS5. HE IS SMAILING6. HE IS LEANING FORWARD AND TOUCHING THE BROCHURE7. HE IS RELAXED

A BUYER IS NOT READY IF :

1. HE IS FINDING FAULT OR CRITICIZING2. HE IS MAKING EXCUSES3. HE IS BRINGING UP OBJECTIONS4. HE IS SITTING BACK IN HIS CHAIR WITH ARMS FOLDED AND

EYES WANDERING

116

TASK (SIXTHEEN) – 16 -

117

TRAVEL AGENCY OWNERSHIP :

1. PROPRIETORSHIPIS A BUSINESS THAT IS OWNED BY ONE PERSON, WHO IS THE SOLE PERSON AND HAS SOLE RIGHTS TO

PROFITS BUT IS LIABLE FOR ALL THE DEBTS OF THE BUSINESS.THE ADVANTAGE TO THIS TYPES : LOW COST TO ORGANIZE, EASIER RECORD KEEPING, DEDUCTION OF

LOSSES FROM OWNER’S PERSONAL INCOME AND NEED TO FILE JUST ONE TAX RETURN.

2. PARTNERSHIPIS A SIMPLE FORM OF BUSINESS WITH AN AGREEMENT AMONG OWNERS AS TO WHO HAS THE RIGHT TO

MANAGE THE OPERATION AND SHARE IN THE PROFIT. ADVANTAGE AND DISADVANTAGE THE SAME AS FOR PROPRIETORSHIP. ADDITIONAL ADVANTAGE INCLUDE MORE AVAILABILITY OF

CAPITAL, BETTER USE OF LABOR, AND POSSIBLY IMPROVED MANAGEMENT.

3. LIMITED PARTNERSHIP• GENERALLY CONSISTSS OF ONE OR MORE GENERAL PARTNERS WITH POWERS TO CONDUCT

ORDINARY BUSINESS AND ANY NUMBER OF LIMITED OR SPECIAL, PARTNERS. IN TYPICAL LIMITED PARTNERSHI AGREEMENTS, LIMITED PARTNERS ARE SILENT IN MANAGEMENT

DECISIONS INCLUDING INVESTMENT.

4. CORPORATIONIS THE MOST FORMAL AND THE MOST COMMON. APPROXIMATELY TWO – THIRDS OF TRAVEL AGENCIES

ARE ORGANIZED AS CORPORATIONS. ADVANTAGE OF THE CORPORATION SUCH AS LIMITED LIABILITY FOR DTOCKHOLDERS, PERPETUAL EXISTANCES, SEPARATE LEGAL ENTITY, MORE TAX

OPTIONS, QUICK RANSFER OF OWNERSHIPSumber : Chuck Y. Gee, Professional Travel Agency Management, 1990

118

TYPES OF INSURANCE IN TRAVEL AGENCY:

1. ERRORS AND OMISSION INSURANCE : IT PROTECTS THE AGENCY BY COVERING CLAIMS FOR DAMAGES SUFFERED BY THE CLIENT FOR FINANCIAL LOSS, INCONVENIENCE OR OTHER

INJURIES

2. GENERAL LIABILITY INSURANCE : IT PROTECTS THE AGENCY IN EVENT OF INJURIES TO CLIENTS PROPERTY WHILE THEY ARE ON THE AGENCY GROUND OR AT AN AGENCY SPONSORED

FUNCTION.

3. PROPERTY INSURANCE : DISASTERS COMMONLY ASSOCIATED WITH PROPERTY INSURANCE INCLUDING FIRE, SMOKE DAMAGE, HAIL, LIGHTNING, WIND STORM, VANDALISM, FLOD, AND

WATER DAMAGE.

4. BUSINESS INTERRUPTION INSURANCE : IT PROTECTS THE IMPACT ON AGENCY FINANCIAL STATUS BY COVERING SUCH FIXED COSTS AS SALARIES, COMPUTER TIME AND SO ON.

5. DISABILITY INSURANCE : IT PROTECTS EMPLOYEES WHO ARE INJRED OR DISABLED WHILE PERFORMING THEIR JOB

6. LIFE INSURANCE : IT PROTECTS THE AGENCY AGAINTS THE EFFECTS OF THE DEATH OF AN OWNER OR PRINCIPAL EMPLOYEE WITH ESSENTIAL SKILL AN KNOWLEDGE

7. OTHER INSURANCE : IT PROTECTS EMPLOYEE HEALTH , AUTOMOBILE, CRIME, AND RENT INSURANCE

119

SELECT CRS VENDOR

1. COST2. SERVICE3. SYSTEM

4. KEASE OR PUCHASE5. LENGTH OF CONTRACT

6. TERM OF CONTRACT7. AVAILIABILITY AND COST OF TRAINING

8. NUMBER OF TERMINALS9. COMPATIBILITY WITH AGENCY AUTOMATED ACCOUNTING

SYSTEM

120

SELECT AGENCY LOCATION :

1. ACCESSIBILITY2. SIZE3. AREA GROWTH4. SPACE DESIGN5. COMPETITION

121

TASK (SEVENTHEEN) – 17 -

122

KRITERIA STANDAR MUTU BPW

1. ASPEK FISIK (15%)2. SDM : JABATAN, PEKERJAAN, KOMPETENSI (15%)

3. PENGELOLA DAN OPERASIONAL USAHA : PRODUK, PASAR, SIM ACCOUNTING (15%)

4. DIMENSI PELAYANAN (55%)

123

NO ASPEK UNSUR URAIAN BOBOT/NILAI

1 Aspek Fisik

Sarana dan Prasarana

-Tersedianya kantor yang representativememiliki ijin perusahaan menjadi anggota ASITA dan IATAmemiliki Kantor bagian depan (counter)memiliki kantor bagian belakang (administrasi)adanya tempat perkir adanya penerangan listrik cukupadanya pengaturan ruang sesuai dengan personil yang adaadanya toilet yang bersih adanya air minum adanya lingkungan yang bersih adanya tempat sampah

15%

-Tersedianya alata komunikasitelephone (hunting)faksimilikomputer (internet, e-mail)jaringan reservasi

Fasilitas Wisata-Tersedianya atraksi yang menarik sarana hiburan sarana kesenian pemandangan alam yang indah-Tersedianya Akomodasi yang menyenangkan-Tersedianya Restauran yang Higienis-Tersedianya Angkutan Wisatatersedianya bis wisata yang nyaman: adanya AC, toilet, bagasi, musik, reclining seat, TV dan kaca jendela yang luas sehingga tidak mengganggu pemandangan tersedianya pelayanan kapal pesiar dan kapal wisatatersedianya takitersedianya jeep/sedan sepedar motor

Faktor Lingkungan stabilitas keamanan keramahtamahan penduduk harga yang relatif murah tidak dampak lingkungan yang negatif tersedianya bis wisata yang nyaman: adanya AC, toilet, bagasi, musik, reclining seat, TV

dan kaca jendela yang luas sehingga tidak mengganggu pemandangan tersedianya pelayanan kapal pesiar dan kapal wisata tersedianya taki tersedianya jeep/sedan sepeda motor

124

NO ASPEK UNSUR URAIAN BOBOT/NILAI

2 Aspek SDM Kompetensi -Tanggap mampu dengan cepat memberikan pelayanan berupa informasi mampu memberikan respons secara positif kebutuhan wisatawan mampu memberikan pertolongan pertama bagi kesehatan dan keselamatan wisatawan mampu mengambil inisiatif mampu berkreatif -Kemampuan Sumber Daya Manusia di Perusahaan Tour Leader/Pramuwisata dan karyawan memiliki kemampuan berbahasa asing Tour Leader/Pramuwisata komunikatif, sopan dan ramah tamah Tour Leader/Pramuwisata mampu menjelaskan pengetahuan dan pemahaman industri pariwisata Indonesia dan internasional sesuai dengan tugas yang dijalankan. Karyawan memiliki pengetahuan, keterampilan, pengalaman, di bidang masing-masingKaryawan mampu melaksanakan tugas dan tanggung jawab secara effektif dan efisien.-Disiplin terjaminnya kecepatan jasa pelayanan memiliki SOP pelayanan memiliki administrasi yang baik.

15%

Jabatan manager supervisor staff

Jenis Pekerjaan

ticketing travel document tour inbound/outbound minat khusus

125

NO ASPEK UNSUR URAIAN BOBOT/NILAI

3 Pengelola dan Operasional

Produk Paket wisata Angkutan wisata Akomodasi Sarana hiburan Objek dan daya tarik wisata Restoran yang higienis Cindera mata Pramuwisata Dokumen perjalanan Konvensi (MICE) Ticketing

15%

Pasar Adanya kajian pasar untuk menentukan kebutuhan pasar (domestik, mancanegara/ terbagi per kawasan: Eropa, Asia Pasifik dll.

Adanya kebutuhan penggolongan usia (remaja, lansia, keluarga, siswa dan mahasiswa)Adanya program dan harganya

Accounting

Adanya program dan harga Adanya inventarisasi atraksi wisata (alam, budaya, rekreasi atau minat khusus)Adanya inventasrisasi fasilitas wisata Adanya rute perjalanan (circle trip) tidak round tripAdanya variasi objek Adanya seleksi objek dan daya tarik wisata Adanya tata urutan kunjungan Adanya pendistribusian waktu dan kunjungan Adanya perhitungan harga Adanya moda transportation Adanya aksesibilitas di tujuan wisata

SIM Adanya kontrak kerjasama antara BPW dengan akomodasi dan perusahaan angkutan wisata.

126

No ASPEK UNSUR URAIAN BOBOT/NILAI

4 Aspek Dimensi Pelayanan

Pelayanan Informasi Brosur Komputer Jadwal Daftar Tariff Tarif khusus

15%

Pelayanan Penjualanan

Face to face (langsung) Melalui telepon Melalui komputer (internet, e-mail) Melalui surat menyurat (faksimili, pos) Melalui objek-objek wisata Mealui kantor cabang

Safety -Tersedianya perlengkapan yang memadai : perlengkapan untuk pengujian, perawatan dan perbaikan angkutan wisata angkutan wisata cadangan perlengkapan wisata minat khusus

Security Aman dari perlakuan kasar sopir Tersedianya form isian untuk mnangani ketidakpuasan pelanggan Aman dari gangguan kriminal Tersedia satuan pengaman Tersedianya papan peringatan

Adanya izin usaha biro perjalanan wisata Adanya jaminan sosial/faktor resiko/perlindungan konsumen Asuransi jiwa Reimbers untuk perjalanan yang tidak sesuai dengan jadwal acara (%)Reimber untuk perjalanan yang tidak jadi dilaksanakan oleh Biro Perjalanan Wisata/konsumen

Adanya kontrak kerjasama antara BPW dengan akomodasi dan perusahaan angkutan wisata.

127

TASK (EIGHTEEN) – 18 -

128

DAFTAR PUSTAKA

1. Chuck G. et al. (1982) The Travel Industry.2. Mathieson and Wall (1982) Tourism.3. Foster D (1995) An Introduction To Travel and Tourism, McGraw Hill Publishing4. Gerald Fuller,(1994), Travel Agency Management, South Western Publishing Co5. Ginger Todd Cs, (2002), Travel Perspectives, Demar Thomson Learning6. Nuriata, 1993, Pengantar Usaha Perjalanan Wisata, Bandung

129

DISCUSSION AND QUESTIONS