ABTAcampaign looks to push domestic sales through agents

ABTAcampaign looks to push domestic sales through agents

ABTA is starting a ‘We Book Britain’ point-of-sale campaign next month to encourage UK consumers to use agents to book UK breaks.

The marketing push comes on the back of a recent survey – carried out before the US attacks – that showed 40% of members were interested in putting more focus on domestic tourism.

ABTA chief executive Ian Reynolds said he believed the response would be even higher if the survey was carried out today. Currently, only about 20% of agents’ business comes from domestic sales. But as competition in the overseas holidays sector intensifies and commission drops, agents are keen to push UK holidays, which can be equally lucrative.

Reynolds said: “The industry should regard agents as a route to the client for domestic breaks.”

Daniele Broccoli, chair of ABTA’s UK leisure and tourism committee, said response to a mailing to agents had been fantastic. “Agencies are the perfect place to push the UK. But many people don’t think about using their retailer for domestic breaks.”

Reynolds: agents look to home