AGENTS who fail to communicate with their customers will lose them to competitors, Midconsort members were warned.
They were told a more pro-active approach to customers – not just waiting for business – was crucial if they are to survive in such a ruthless market.
Peter Robinson, managing director for direct-mail firm Mailblazers, told delegates: “The major tour operators are recognising the benefits and needs of direct mailing.
“If independent agents do not have their own database and communicate with existing and potential customers they will lose them.”
Robinson, whose firm produces a ski mailing for Tamworth Travel, said a database of 5,000 names should be a reasonable target for agents.
He said other forms of distribution such as the Internet and digital TV made it more important than ever to develop relationships with customers.
“If you do not keep in contact with your customers and mail them, someone else will,” he said.