Never underestimate the power of customer service and what it can do for your brand, says Barrhead Travel president Jacqueline Dobson
As our second overseas conference came to a close earlier this month in Ibiza, it got me thinking about how proud I am to be at the helm of a business brimming with talent, and to be part of an industry where the people make work so enjoyable. Conferences have a way of capturing the spirit of our industry and its impact will remain with me – and hopefully our attendees – for many months to come.
We always strive to create an environment where our delegates can leave feeling inspired – and this year was no different. Our theme – Thrive in 2025 – was about looking ahead to what’s coming down the line next year and how we can set our people and partners up for success.
While our ideas were, naturally, tailored for our business, I think the messages at the heart of our conference this year can be adopted across the industry as we all aim to thrive in 2025. Every great conference has great takeaways, so I’d like to share some of my favourite learnings.
Agent focus
First, I’m sure it comes as no surprise that we put our people at the front and centre of the conference to spotlight their accomplishments. Announcing our business success and another record-breaking year for the Barrhead Travel Group was a real high point for me. But more than that, it illustrates the hard work and achievements of our colleagues who keep driving our business forward.
What really makes a great brand is the ability to listen and learn from your people and customers
I was pleased to hear this message echoed by the industry leaders on our panels, many of whom recognised the bond between customer and travel agent, highlighting the role that agents and their support teams play in creating dream holidays for our mutual customers.
Travel experiences
Another recurring theme that was debated at length and left me with plenty of ideas to mull over was the concept of experiences and the product innovation that is ongoing across our industry.
For some time, it has been evident that experiences are no longer just a part of a holiday – they are the holiday. Cruise, land and air businesses are in agreement that, as an industry, we’re having to work harder to satiate the growing appetite of travellers. Excursions and attractions now offer more meaningful connections to the destinations – while the distinction between ship and shore becomes more blurred as cruise lines find ever more creative ways to integrate culture and regional flavours in the onboard experience.
This isn’t a passing trend: experience-led travel is now the norm and businesses – both agents and operators – need to find ways to stay ahead of the curve if they want to keep existing customers and attract new ones.
Our commitment to product innovation is stronger than ever and we plan to continue to tap into new and emerging travel trends and itineraries.
Customer service
I could go on for much longer about the learnings I took away from our conference but I’ll end on one more: never underestimate the power of customer service and what it can do for your brand.
In one of our panel debates, we looked at how businesses can influence customer decision-making through their brand. The overarching message from our experts was that what really makes a great brand is the ability to listen and learn from your people and customers, and to not be afraid to embrace change.
As Barrhead Travel approaches its 50th birthday next year, we’re going to be updating our iconic brand. In a world where travel is at the centre of spending priorities, where all generations are seeking the expertise of a reputable agent and traveller expectations are changing, it’s important to invest and stay relevant. That’s exactly what we’ll be doing.
Customers are looking to the brands they trust to be leaders in their expert areas – and how you act and present yourself as a business will be an important part of customers’ perceptions of you. We’re ready to embrace change and take Barrhead Travel into a new era.