| Journal: TWUK | Section: |
| Title: | Issue Date: 14/08/00 |
| Author: | Page Number: 45 |
| Copyright: Other |
coaching
holidays
Operators urge agents to take a another look at coaching holidays in a bid to overcome the perception that such holidays are boring.
AGENTS who struggle to get excited about selling coaching holidays will be reassured to know they are not alone.Coach holiday operators admit they have a huge image problem. The perception is that elderly people are the only age group likely to buy a coach tour and that the holidays are cheap and worth little selling effort.
“Agents tend to think coach holidays are boring but they are fun,” said Matthew Lepisto, sales director at Trafalgar, which only started promoting itself actively to the trade two years ago.
“It is important they understand what differentiates us from other coach operators. We don’t just drop customers off on their own when we reach our destination but at the same time we do not patronise them.
“It is an ideal product for an independent-minded traveller and very easy for agents to sell as they only have to phone us.”
Wallace Arnold sales, marketing and product development director Bill Maxwell admitted that coaching is not seen by agents as a “sexy” product but said that those who are switched onto the market can make a fair amount of money from selling it.
“An average summer coach holiday is £350, so if two people are travelling together, the commission is £70. And we get 70% repeat business.”
Leger Holidays retail sales director Peter Raynor said an average holiday, excluding the short breaks, is £250-£300 and the operator pays a minimum 12.5% commission, while coach operator Insight estimates the average selling price for one of its coach holidays is £800-£900. Commission starts at 10%.
“It’s frustrating that agents do not realise the potential of the coach market,” said Raynor. “I think young agents in particular have difficulty relating to coach clients because they are older.”
Maxwell said the average age of a Wallace Arnold client is 45 years for a European itinerary and 50 years for a UK-based holiday.
“These are people who are very loyal to operators and agents so they are worth looking after. If they book a coaching short break, they could well be back to buy a cruise,” he added.
Shearings said its clients are 50 years and older and attracted to the very organised element of coaching holidays. Trafalgar clients are younger, at 40-55, with some families at the lower age range, while Insight targets mainly the retired market.
Insight sales director Gary Zanchanaro said: “We are also seeing an increase in professionals aged 45-plus because we are more upmarket. Our hotels are four and five star.”
Coach holiday operators believe training is key to increasing sales and most run educationals or offer discounts to encourage agents to try the product.
Leger lays on half-hour in-branch training sessions and offers regular educationals to Disneyland Paris – it is the preferred coach operator to the park – and Belgium and Holland.
The operator will be laying on 10 coaches to take agents on a fam trip to Disneyland Paris from September 19-21. Sponsors include Eurostar and Travel Weekly.
Wallace Arnold takes part in TTC Training sessions and also runs joint educationals with operators such as P&O North Sea Ferries and Color Line.
Fam fun: Leger runs regular agent trips to Disneyland Paris and, inset, Wallace Arnold sends them on domestic and international trips