GUEST

August 29, 2000, 12:15

Journal: TWUK	Section:
Title:	Issue Date: 28/08/00
Author:	Page Number: 13
Copyright: Other

GUEST

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The travel industry is becoming increasingly competitive, so it is important to do some research and to make sure you stand out from your rivals – your future could depend on it

VICKYSMITH

We all know how competitive the travel industry has become, how distribution channels are changing and how we can’t afford to fall behind with the fast-developing e-business.

This is even more relevant following last week’s news of the demise of a very well established company like Hamilton Travel. Standing out from the crowd is more important than ever – be you operator or agent.

You need to be noticed, differentiate yourself from competitors.

In today’s environment, there has to be emotional engagement between the company and customer; you can’t let indifference to you and your product to surface – that will guarantee failure.

Having multimillion pound marketing budgets isn’t a luxury that most of us have to deal with. Unlike Pepsi, we can’t spend millions changing the colour of our favourite newspaper to tie in with a rebrand.

At Avro we deal with high volumes of low-revenue product and like many other companies within the travel industry, margins are tight. This calls for even more creative thought when trying to develop and evolve relationships with our retail agents. What is it about a company that pushes them to the front of your mind?

Having started my career in the travel industry as a counter clerk in an independent agency, Ido not recall any switch-selling instructions from my boss.

I do remember, however, that Blue Sky was offering a £5 voucher for every booking made and it was for that reason that we pushed and pushed that operator wherever and whenever possible.

We also had a rather tasty Club 18-30 rep who promised doughnuts if our sales increased – it worked.

I know things have changed quite dramatically since then – but have they?

You will probably have your own in-house operator to support first or it may be that your consortium head office has negotiated a particularly strong deal with one or two operators per product. If that is the case but limited availability prevents you placing the booking with that company, who becomes second choice?

Is it the operator offering a staff incentive, is it your faith in the product itself, or is it that you get on particularly well with the personnel?

For us all to compete together – operator to operator, agent to agent, or even, heaven forbid, operator to agent, make sure you stand out.

Don’t be the shrinking violet in the corner that never gets asked for the last dance.

At Avro we will certainly be looking to make our mark at Kos 2000. Watch this space.

“In today’s environment, there has to be emotional engagement between the company andcustomer”