| Journal: TWUK | Section: |
| Title: | Issue Date: 19/06/00 |
| Author: | Page Number: 13 |
| Copyright: Other |
With an increase in directional selling among the multiples, its seems that the only people who can still offer genuine, unbiased advice on holidays are CARTAagents.
chris kirker
Unlike all other consortia, the Campaign for Real Travel Agents has one unique aim: to inform the travelling public that if they want genuine, unbiased advice on their next holiday, backed by expert, informed opinion, then the only place to go is to their local CARTA agent.The special relationship that exists between the Association of Independent Tour Operators and CARTA retailers guarantees that all clients will be offered only the right holiday at the right price for their particular needs.
We believe the long-term benefits of consumer trust and product quality far outweigh the short-term attraction of override commission deals, and CARTA’s five-year pedigree supports that belief.
The large, vertically integrated companies are investing many millions of pounds in technology so that their clients will be able to book standard package tours direct from their living room via TV.
Intelligent independent agents are realising the importance of moving their business away from the mass-market firms to the specialist travel companies.
CARTA has some 300 retail members throughout the UK, and its Web site www.realholiday.co.uk directs consumers to their nearest CARTA member. It also offers hundreds of special and late-availability holidays, and features tour operator pages (but without their telephone numbers) to help the consumer make a buying decision through a CARTA agent.
Links to all CARTA retail members’ Web sites are provided free of charge.
A national public relations campaign is spreading the word about the CARTA Web site, and warning the public about the directional selling undertaken in all the multiples’ high-street shops.
New point-of-sale material is already getting these messages across in CARTA members’ windows right across the UK.
Regular regional training of CARTA retailers by AITO operators ensures that members keep abreast of new holiday sales opportunities.
A simple manual is currently being designed which will offer an easy-to-use agents’ reference guide to the range of holidays sold by participating AITO operators.
CARTA membership is open to all those independent retailers who value quality, experience, knowledge and service.
Talk to a good CARTA retail member this year, and he or she will tell you that their business is up significantly on last year’s totals.
Like to know more? Come to the CARTA conference in Maastricht from July 14-16. For more details telephone Jo Ward at the AITO office on 020-8744 9280.
“Talk to a good CARTA member this year, and he or she will tell you business is up significantly on last year”