Arnie Weissmann
The problem with interviewing Embark Beyond managing director Jack Ezon is that, as we're speaking, I kept imagining possible headlines. Alternatives I jotted down as we spoke included "Tales from the Closing Room," "Crafting the because," "Joining your customer's journey," "The E.I. factor," "No pretty pictures" and "AI will end agent specialization."
We were at the Embark Beyond Immersion conference this week in Los Cabos, Mexico, and got together while other attendees were meeting one-on-one with suppliers in the Closing Room. The variant headline possibilities reflect elements of a singular vision, but one that has many entry points: Ezon's goal is for Embark Beyond to be seen as a luxury lifestyle brand, not a luxury travel brand.
His insight that travel is only one platform in a luxury lifestyle led him to conclude that in order for advisors to build trust with (and effectively sell to) the ultrawealthy, it's important that they understand the complete luxury ecosystem. Travel is simply one platform, and Ezon wants his advisors to master the same vocabulary as the super-affluent in areas like art, fashion, dining and entertainment in order to build stronger personal connections.
Ezon also discovered that nontravel luxury brands likewise view travel as an important part of their customers' lives and are eager to partner with and participate in activations with travel sellers who have a similar approach to "clienteling."
Consequently, attendees at the conference included not only advisors and travel suppliers but also executives of luxury brands, including Robert Chavez, executive chairman of Hermes Americas; Filippo Arnaboldi, CEO of Frette; and James Shay, president of Isaia, all of whom were onstage and also mixed and mingled with advisors at the conference.
Ezon's approach represents a remarkable shift from what has enabled travel advisors to thrive in the 21st century: product specialization and expertise.
"With AI, you can't survive by specializing in products," he says, because it will out-expert you. Rather than specialize in areas like cruising, all-inclusives or geographic regions, agents should think of themselves as more like a department store, with a broad range of possible products to choose among and then select the one with the highest "E.I." -- emotional impact -- for a specific client.
The only type of expertise that will be of value, he believes, is to "specialize in the customer. Understand their journey. Make them feel special. Have them know, 'You're important to me.' That's what luxury has taught us."
Which brings us to the Closing Room.
Embark advisors -- Embarkers -- were instructed to review suppliers who would be in attendance in advance of the conference and think of clients whose interest might align with the brands. When they met with suppliers in one-on-one meetings in the Closing Room, rather than listen to a presentation, the advisor and supplier worked together to fill in the blanks of a formatted communication that would be sent to a specific client.
"I'm writing to you from our company's annual meeting in Mexico," the message begins. "We are here with owners, CEOs and managers of the top luxury hotels, cruise lines and tour companies in the world.
"I am sitting live in a meeting with __________, and I thought of you right away. It seems like something that could be perfect for your next vacation because __________."
That last blank gets to what Ezon calls "crafting the because." If one truly gets to know the client, the fill-in-the-blank is not formulaic but authentic. "They have to believe that you thought of them, not that you targeted them," he said.
Ezon said he believes that having the supplier participate in putting the message together is critical. "The meeting should be about how to sell the product to a specific person," he said. "It forces the supplier to speak strategically, not just informatively. The meetings educate both the advisor and supplier."
The resulting communication can be sent by email, What'sApp, direct message -- that doesn't matter, Ezon said. "A message like that is much more effective than sending pretty pictures."
The message goes on to say that the supplier will "not only personally meet you but also want to take care of you with [a perk]."
Embark Beyond receives a copy of each message, and the attendee who sends the most messages by next Friday wins two business-class tickets and two-night stays at Rosewoods in Paris, London and Madrid. The supplier whose product is mentioned most frequently also receives a prize.
Ezon made it clear that the prize went not to the advisor who closed the most business but to whoever sent the most messages out. "Of course, the more you close, the more money you make. That's the real prize."