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Case 20
International Travel Agency
This case provides students with an opportunity to discuss the importance of cross selling to
revenue enhancement for a company. Many members of the hospitality industry have cross-
selling opportunities that remain virtually untouched.
1. What can be done to encourage the sales force to engage in more cross selling?
It must be recalled that the compensation of a sales force should be designed to elicit desired
behavior. In this case, the compensation system does not seem to motivate members of the
2. Does the current fam trip program serve as a motivational tool for the sales force?
3. Discuss what is needed in terms of sales controls to achieve the objectives of
International Travel Agency.
The agency could set up quotas for both inside and outside sales representatives. These quotas
should be connected to a reward, such as a sales bonus or qualifying for a fam trip. Presently