John McEwan, chief executive, Advantage
It has never been a better time to be an independent travel agent – 2008 could be the year they demonstrate their value to discerning consumers.
The consolidation of the big four offers opportunities for independents to develop in areas the multiples cannot, and boost beneficial relationships with suppliers.
By choosing to specialise in niche markets such as cruise or luxury holidays, agents have a chance to work closely with principals to negotiate better deals and target specific customers and expand their business.
For many of the multiples, the focus will be on volume and mass market. Independent agents can now come to the fore with their ability to offer dedicated personal service, expertise and unique packages. Becoming a specialist is proving far more lucrative for a business and better for the bottom line.
And, with effective marketing of these services on a local and national level, there is no reason why independents can’t entice potential customers away from the Internet and the multiples and further expand their customer base.
New technology, clever use of the Internet and effective marketing are all ways independent agents are increasing their share of specialist markets.
Trend reports have shown that, generally, people now want something more from their holiday. They are willing to spend more for unusual or unique experiences and this is where specialist agents and their expert knowledge will win.
It’s definitely the way forward in our increasingly competitive market.