The theme of MLT Vacations’ MLT University 2014 ‘Better Together, Empowering U’ is more than just a slogan. MLT University has seen quite an impressive growth since its launch in 1994. At that time, MLT University hosted no more than 75 travel professionals from the Minneapolis/St. Paul area and offered just a handful of domestic and international classes.
Fast forward to current day, which saw more than 2,400 attendees gather for MLT University 2014, a travel industry education seminar and tradeshow that was held at the Minneapolis Convention Center September 13-15, 2014.
Although diplomas weren’t handed out to the hundreds of travel agents who attended the event, they did walk away with a plethora of training information, from learning how to sell to the LGBT market to tapping into the growing trend of niche travel. With the theme “Better Together, Empowering U”, it didn’t come as a surprise that this year’s conference was on-point with new products and added educational courses (and let’s not forget the trade show with more than 250 participating destinations, and hotel and resort partners).
“MLT University has always been about empowering travel professionals,” said MLT Vacations President John Caldwell. “This year was no exception. Our goal is to provide our travel partners with a one-of-a-kind educational experience featuring the most up-to-date and insightful destination and product information available, that empowers them to better serve their clients and to grow their businesses.”
The buzz during the 3-day conference was MLT’s new engagement tool, The Marketing Hub, an online marketing portal where agents can customize digital banners and flyers, download e-brochures and e-postcards, and, coming soon, have access to radio ad scripts to help agents advertise in their local communities, among other highlights.
MLT Vacations has now made The Marketing Hub accessible to all registered travel professionals through MLT Vacations’ exclusive booking portal, WorldAgent Direct. Content on the Marketing Hub is updated regularly and includes branded templates for Delta Vacations and Aeromexico Vacations.
The templates are designed for a variety of marketing channels and can be tailored with a travel agency’s unique call to action, logo and contact information.
“We think this innovative technology is going to greatly enhance the efficiency for your business, and allow you to be more timely, more creative, and more cost-effective while also giving you the ability to engage with your clients on a whole new level,” said Mr. Caldwell during general session.
When it comes down to an agent’s bottom line, booking vacation packages for multi-gen clients, book clubs, church and business groups can lead to a profitable business for agents. This was the key message during MLT’s Groups course. Agents should also learn how to keep their group trips organized by creating a social media site specifically for the group; hosting monthly calls with the client months before the trip; and creating an online registration form.
Other hot topics at MLTU included classes focused on how to sell luxury and niche travel—from wellness vacations centered on spa treatments, morning yoga and healthy cooking classes to getaways inspired from favorite films and TV shows like “Game of Thrones.”
MLT University 2015 will take place September 11-13, 2015 in Minneapolis, Minnesota.
MLT Vacations, www.mltvacations.com