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Mystery shopper: travel agents in West Bromwich

Location: West Bromwich, West Midlands
Shopping for: A month-long trip to Latin America for a group of friends

The agencies

Thomson
1 Farley Centre, High Street, West Bromwich

Score: 57%

When I walked in, two consultants were serving customers so I browsed the brochures for two minutes until one of them became available to help me. During this time I was not acknowledged, but as soon as one of the customers left I was approached.

The agent was pretty ignorant about South America and even suggested Tennessee, Georgia, Atlanta, Carolina, Orlando, Bermuda and the Bahamas might be of interest to our party.

She was, however, very friendly and did try to be helpful, giving me a brochure to take away and telling me to “just call back in”.

Although the agency was reasonably clean and tidy on the inside there was some litter on the floor and outside there was rubbish everywhere.


Thomas Cook, 103 Sandwell Centre, West BromwichThomas Cook
103 Sandwell Centre, West Bromwich

Score: 75%

When I entered, there were no customers in the shop and two consultants were seated at their desks.

I was greeted straight away and explained what I was looking for. The consultant then asked me further questions to discover my exact requirements.

Although her immediate product knowledge was lacking, she showed initiative in phoning the company’s call centre to find out what they could offer me and then passed the information on.

She gave me brochures and when she discovered there was one missing, she rang Going Places to find out if they had a copy, which she then ran to fetch for me.

What the consultant lacked in knowledge she made up for in being helpful and friendly. I would be happy to return to this agency.


The Co-operative Travel, 62 Kings Square, West BromwichThe Co-operative Travel
62 Kings Square, West Bromwich

Score: 76%

This agency was immaculate both inside and out, giving a positive first impression.

Two consultants were working at their desks and a third was serving a customer. Despite this, one of them approached me immediately and asked what I was looking for.

The agent said she could mix and match elements of the holiday with, for example, escorted tours. She also explained how I could accrue and use points on my Co-operative card if I booked a holiday with them.

The agency looked professional and the consultant was helpful and knowledgeable. The only criticism I would make is that cost was not discussed and no attempt was made to close the sale, but I would still be happy to return.


The winner

First Choice, 201 High Street, West BromwichFirst Choice
201 High Street, West Bromwich

Score: 77%

There were no customers in the shop when I arrived. Although the two consultants were busy at their desks, I was approached as soon as I walked in.

I explained what I was looking for and the consultant asked me questions to find out exactly what I wanted. She then made some recommendations and explained that they could tailor-make a trip.

I was also given advice on inoculations, passports and visas.  She gave me some brochures, but the one she really wanted me to have was out of stock so she took my details.

By the time I got home she’d left a message to say she’d ordered the brochure and would be back in touch as soon as it arrived.

The agent who served me was knowledgeable and very efficient, and the shop was well presented. I would be happy to return.


There was quite a wide variation in the knowledge displayed by this week’s agents.

At one end of the scale, advice was offered on everything from health to visas, while at the other, the agent showed a distinct lack of understanding of South America by suggesting several southern US states instead.

On the plus side, they all had one thing in common – they tried to be helpful and were friendly. But, as the final score shows, there is no substitute for sound product and destination knowledge.


Prize

Resort Marketing International - Elite Island Resorts

Congratulations, First Choice, West Bromwich. One of your agents will be staying at The Verandah, Antigua, courtesy of Elite Island Resorts, after coming top in this week’s Mystery Shopper.

The Verandah Resort and Spa is a an eco-friendly island resort on Antigua’s northeast coast overlooking a tranquil bay. Its Caribbean village ambience is bound to inspire closeness and relaxation.

Every week for the next year the travel consultant who gets the highest Mystery Shopper score will win a seven-night stay for two at an Elite Island Resorts property. Flights are not included.


Selling tips

Tip 1: Latin America specialists include Travel 4, Cox and Kings, Sunvil, Explore, and Journey Latin America.

Tip 2: If money is no object, suggest a trip to Peru and Ecuador to see Machu Picchu and the wildlife-rich Galapagos Islands. Exodus has a 23-day tour to the two countries.

Tip 3: Clients can see four countries in the timeframe if they want to cover a huge amount of ground in a short time. Cox and Kings offers a 21-day Grand Tour of South America which takes in Peru, Bolivia, Argentina and Brazil.

Tip 4: For a party of a lifetime, recommend Rio de Janeiro’s famous February carnival. Spend six days there and explore other key sights in Brazil such as the Amazon rainforest, the party town of Salvador and Iguaçú Falls – from which Buenos Aires is just a short flight away.

Tip 5: Spend a month exploring Mexico, basing the trip around November’s cheery and fascinating Day of the Dead festival where locals honour their dead relatives. Contact Cathy Matos Mexico which can tailor-make a month-long trip to the country.


Mystery Shopper scoring system

  • 60% Advice and product knowledge
  • 12% Customer service
  • 8% External/internal appearance
  • 7% Welcome
  • 7% Farewell
  • 6% Staff presentation



Terms and conditions: Reservations must be made directly with Resort Marketing International (fax: 0870 160 9656). This prize is valid for a maximum of two adults. Reservations cannot be made more than two months prior to arrival date and are subject to resort availability. Certificates may not be redeemed for cash and are non-changeable. The prize is subject to changes without notice and are subject to availability and cannot be taken over Christmas, new year, Easter or January/February or school holidays. This offer does not include flights, transfers or insurance; the prize is for accommodation only. Should the hotel be sold or suffer any material change resulting in the closure of the property during the validity of this prize, Elite Island Resorts will be unable to honour the prize and cannot be held liable for alternative accommodation.

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