| Journal: TWUK | Section: |
| Title: | Issue Date: 14/08/00 |
| Author: | Page Number: 21 |
| Copyright: Other |
Poor multiple sales
Bales in move to step up direct-sell strategy
Report by STEVEJONES
DECLINING sales through the multiples is forcing long-haul specialist Bales to step up its drive for direct bookings.Speaking at the launch of the operator’s 2001 brochure, managing director Mandy Nickerson said sales through two major chains have plunged by 50% in the past year. She said it was crucial to expand other distribution channels. But Nickerson assured independent agents that they too will remain key to the company’s future growth.
“Directional selling is hitting business to the extent that sales through two of the multiples are half of what is what a year ago,” said Nickerson. “Independent agents pick up some business and many are excellent sellers of Bales but we need other forms of distribution.”
Currently, 20% of Bales business is direct. The operator plans to increase it to 50% in the next two years.
In a move to increase direct business, its reservations office in Dorking, Surrey will open 24 hours from the end of the month. Nickerson said the growth in direct business is part of a plan to increase sales by 27% each year until 2003.
New in the 2001 brochure are escorted trips to Alaska, Botswana, Georgia, Armenia, Libya, Morocco and Namibia with an increase in departures of 25%. Tours include the 12-day Journey through Morocco, priced £1,499 per person.
Tailor-made sections have also been introduced at the start of each major destination to build on the growth of independent travel.
“I can see a time when the amount of tailor-made itineraries produces more business than escorted tours,” said Nickerson.