Colin Wilson is head of agency sales at Page and Moy
Less is more. That’s how we should be thinking when discussing the economy and it’s the way travel agents should be selling to capitalise on opportunities.
You will have heard the saying: ‘we need to stop talking ourselves into a recession’ – and I agree. There are many ways agents can transform customers from lookers to bookers, and it all boils down to what the industry can offer best: service, knowledge and new and diverse experiences.
Holiday time is precious and the clients able to enjoy it most are those in the grey market. They’ve worked, saved and are least likely to be affected by economic recession.
A bucket-and-spade holiday isn’t what they’re after – they’re looking for a life experience, to fulfil their dreams and have a holiday that suits their lifestyle.
Many independents are reporting that they are booking fewer holidays in terms of volume, yet generating better profit as spending levels increase. I agree with the agents who have abandoned the quest for volume, having identified a shift in the market away from the traditional Mediterranean-style package holiday towards a more unique offering that carries a higher ticket value.
From now on, it will be all about the quality of the experience – and the quality of the service that matches the holiday to the customer’s needs.
Specific fields that could reap rewards include specialist wildlife holidays, such as polar bear and whale-watching adventures, ecotourism holidays, guided cultural tours, classical music weekends and food and wine focused options that allow time to educate, excite and relax all in one.
The achievable dream is what makes people travel. By being more proactive, targeted and in tune with the needs of their client base, agents can succeed – and indeed flourish.
Keep detailed databases of frequent bookers, note likes and dislikes and follow the trends of online retailers which are striving to personalise booking experiences with add-on options.
Traditional beach-based package holidays will always have their place. Polar bear trips will never be the new Paris weekend. However, whether it is fully escorted tours that help travellers get the most out of their experiences, or specialist trips that cater to a niche pastime, I think it’s safe to say that times are changing and if we are to reap the benefits of this trend, we must embrace the shift in customers’ lifestyles.
