| Journal: TWUK | Section: |
| Title: | Issue Date: 15/05/00 |
| Author: | Page Number: 13 |
| Copyright: Other |
With the majors boosting their direct marketing through brochures, the independent sector must rally to make its own distinctive mark
Every year, when the new brochures come out, there is an outcry when agents see that Thomson and Airtours are slowly, but inexorably, moving towards a greater promotion of direct sales through their products.By advertising the direct sales possibilities in their publications, they are using the travel agency network to distribute the message for free.
What surprises me most is that agents should be outraged every time. The business trend is towards cutting out the middleman in all industries and travel is no exception.
Those that run Thomson and Airtours now feel no gratitude towards the agents who helped create them in the first place. Why do agents expect operators to be thinking any differently to airlines? The aim of all majors is to cut out the commission-earning agent and that is exactly what the ultimate aim of Thomson and Airtours has to be. Agents have been pushing too hard for more commission at a time when alternative marketing methods are emerging.
It’s time independent agents realised they should be directionally selling away from the market leaders. There are many other operators who would love some added support. Why book Cresta for instance when you can book Travelscene or Kirker? Why Crystal when Inghams springs to mind? The fact is we are all lazy by nature and old habits die hard.
Unless agents can guarantee sales to tour operators then they can’t insist on operators restricting product marketing through agents alone.
I think we all have to be realistic about the trends and adjust our businesses so as to support those who are more likely to provide long-term security. The majors have decided on their policies.
The independent sector should hurry up and decide how to look after its own future. There is a new cheap and cheerful middle market emerging though, at the moment, this is concentrated on Greece and Cyprus. The likes of Argo, Libra/Pricerite, Olympic, Kosmar and Golden Sun Holidays will have close on a million capacity next year.
If you add the mass of the smaller specialists to the products that could be available for sale in independent travel agencies, no-one should have cause for alarm. When it comes to Spain, then there’s always the First Choice and JMC offerings.
At the moment, together with Kirker Holidays and Osprey Holidays/Ski Independence we are trying to create more awareness of our existence in the north. We are quite aware that we have few flights from Manchester but are slowly building up more flying from the north. In order to make a success of this, we need agent support. I must say I am surprised and disappointed at how negative many agents are, when our joint representative calls to see them and how disinterested in looking at new products.
On Monday I was speaking at the Third International Travel and Tourism Policy Law and Management Conference in Newcastle and John Stephens from Newcastle International Airport mentioned how keen he was to have firms like Sunvil flying from there. Well, it will only happen if independent agents support us. If they are not willing to embrace new ideas and ways of working, then a greater proportion of direct sales beckons for us too.
“The independent sector should hurry up and decide how to look after its own future”