| Journal: TWUK | Section: |
| Title: | Issue Date: 24/07/00 |
| Author: | Page Number: 49 |
| Copyright: Other |
SCANDINAVIA
SCANDINAVIA
SCANDINAVIA
Scandinavian Travel Service’s Academy of Training sent six agents out to Norway to have their views of the country recorded.
A GROUP of agents have returned from Norway after taking part in a training video filmed as part of the Scandinavian Travel Service’s Academy of Training initiative.The agents – Sue Beal and Anne Veal, both from Bath Travel; Jo-Anne Swarbrick from Uni-Travel; Stuart Irons and Andrew Handslip, both from Thomas Cook; and Kate Sumner from STA – were picked by STS from applications made after a series of academy training sessions earlier this year and from adverts placed in Travel Weekly.
Their task was to spend 10 days on one of Norwegian Coastal Voyage’s ships, cruising around Norway and the fjord region, allowing themselves to be filmed for the video and then giving their impressions of the destination.
STS sales manager Barry Ford said: “I had to bite my tongue and not say anything when the agents, who were split into two groups, came back together in Oslo and gave their initial responses but generally their reactions were positive.
“They could see the attractions of Norway even if it was not their cup of tea. I think the trip was a big success but we must now wait and see how the video is received.”
The video, which is projected to cost around £50,000, was sponsored by Norwegian Coastal Voyage, Norwegian airline Braathens, the Norwegian Tourist Board and Fjord Norway, a transportation and hotel group.
Ford said he wants the video to be distributed at the end of next month.
STS launched its Academy of Training at World Travel Market last year to encourage agents to learn about Scandinavia and translate that knowledge into sales which would be rewarded with prizes, higher commission and educationals.
Ford said there has been a moderate increase in bookings from the 360 agents who have signed up but he emphasised this was a long-term project.
“We are pleased with the way it is going,” he added.
“We are hoping to roll out some new initiatives and we are planning another series of training seminars for the autumn.”
Scandinavia generally has been making considerable gains in the market over the past couple of years, due largely to the strength of the pound and the entry of low-cost carriers into the market, which has brought down the cost of flights.
Between them, Ryanair and Go have served Norway, Denmark and Sweden for some time but in March, Buzz launched its Helsinki route, while Go started operating a service from Stansted to Reykjavik on May 25.
In response, SAS Scandinavian Airlines has launched a family fare giving a second adult in a party a 75% discount, while children under 18 pay 50% of the full fare.
Scantours managing director Ian Woolgar said these lower fares have helped to encourage a younger market to the cities.
“Stockholm and Copenhagen are attracting a younger client because the cost of living there is so much lower than in the past but these are people in their 20s and 30s, not backpackers,” he said.
“Iceland is also getting more young people as it is the ‘in’ place to be but our biggest seller is the escorted Grand Tour.”
Travelscene commercial manager Paul Stanley reported more younger clients, attracted by the bars and clubs not to mention the free pass to Reykjavik clubs that Icelandair is handing out this summer.
“Go has also helped to stimulate demand,” he added. “It is seen as the coolest place to go.”
The appeal of Reykjavik as a trendy destination for the youth market was also strengthened by Go’s high-profile radio campaign that ran in February and March.
Flourishing: agents on an educational to Norway were very positive about what the destination has to offer