Agent Diary: Why you should ask what really matters to clients to clinch a sale

It’s amazing to be back in the shop after our trip of a lifetime in South America. 

 

I’m reminded how much I love the buzz of chatting to customers, seeing the team in action and watching enquiries turn into excitement. That in-person connection, spontaneous travel chats, scribbled notes, excited glances between couples planning their break – it’s magic. The appetite to travel is very much alive.

We’ve had a steady stream of enquiries, with the familiar ‘lates market’ feel – lots of last-minute interest, some pricing hesitation and customers keeping options open until the last second. 

But converting enquiries into bookings is taking more care and conversation now. Across the industry, we’re hearing the same: people are booking later, shopping around more and taking longer to commit. But that’s not an excuse to let enquiries drift away without trying to understand why

Lightbulb moments

Some customers do their homework and come with screenshots, handwritten notes and many questions, but when we break things down, lightbulb moments happen. We explain what they are getting: Atol/Abta protection, support if anything goes wrong, transfers, baggage, advice – suddenly that slightly higher price makes sense.

One couple came for a last‑minute deal to Rhodes, having seen so-called ‘bargains’ online. Once we walked them through the full picture – timings, extras, backup and the ease of one contact – they booked on the spot.  

We’ve had amazing deals. The big three – Jet2holidays, Tui and easyJet holidays – have some genuinely strong lates. But I’ve loved showcasing something different – holidays that people don’t always find themselves online. 

We’ve had fantastic feedback on Olympic Holidays’ laid-back, authentic Greek island escapes. Also, Ionian and Aegean quotes have landed well, especially with couples who want to explore.

Villa holidays are huge. SPL Villas has been brilliant – value, flexibility and a balance of independence and agent reassurance. Lots of families who started thinking about package hotels switched once they saw what a villa could offer.

What matters most?

When a customer hesitates, it’s easy to panic and throw in free car hire, excursions and upgrades, and waive deposits. But if those extras don’t match the customer’s priorities, it can feel rather desperate.

We’ve had far better results when we’ve taken a breath and asked: what really matters to you? Sometimes it’s security, simplicity or knowing they have a person to call. When we personalise offers based on their answers, rather than throwing everything at the wall, it feels better. 

Yes, it’s a lates market. People are comparing everything, but are tired of doing it alone. That’s why they walk into shops like ours. They want someone to guide them, simplify decisions and book with confidence; we’re proud to be that someone. 

We’re not just selling a holiday – we’re offering peace of mind, personality and proper service.

That’s what I love most.

 

 

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All things bright and beautiful

Here at Arundel Travel, we certainly travelled the world the other day. Nick started by visiting Leeds Bradford airport’s new terminal building, an exciting development for our region. He was sworn to secrecy but the look on his face said it all. I know it will be brilliant and I can’t wait to see it.

 

Later, we headed to a Bright event, to tour the globe in one evening – from the Arctic to Asia, South America to Africa, and even a lovely Italian train journey. We also spent time in Greece and discovered much along the way. Huge thanks to the suppliers who brought these destinations to life: AE Expeditions, African Pride, Kirker Holidays, Sunvil, Inntravel, Veloso Tours and APT. As always, Bright delivered a fantastic evening full of inspiration.