Independent agents are being urged to go after the cash
of the super-rich and ditch low-spending customers to boost overall
revenues.
Increased sales of quality holidays costing more than
£10,000 are being snapped up by wealthy clients after putting
their confidence in specialist agents.
Spa Travel, of Boston Spa, has made a strategic move to court
the top-end customer and 75% of its sales are now in this market.
It started out selling coach, bus and rail tickets.
Senior sales consultant Jan Cole said: “For the
independent agent, this is the way forward. Our revenues are up,
but our passenger numbers are down. The low-end of holidays and
packages are for the web.”
The agency has redesigned itself to attract well-heeled
customers with an exclusive lounge, leather sofas, polished floors
and free coffee.
Another agency, World of Wymaway, based in Warminster, has seen
a big shift in sales for the premium sector. Sales director Michael
Eaves said: “We concentrate on the top end and leave the
cheaper stuff to the Internet. There is also more demand for
anything unusual such as wine tours or wildlife
holidays.”
An innovative Surrey agent is even tapping into the spending
power of footballers’ wives. Greenstar Travel managing
director Martyn Fisher is advertising on screens in top hair salons
in the area. The region has seen an influx of football stars thanks
to Chelsea Football Club’s new training ground in Cobham.
Fisher said: “Our advert will be shown at least once an hour.
It’s a captive audience.”
The drive for upmarket sales is endorsed by the Association of
Independent Tour Operators, which claims the independent agent
excels at knowing their clients and getting them to spend more.
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