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XL failure: How to market your business after the collapse

The collapse of the XL Leisure Group has highlighted the benefits of booking with a travel agent. 


As the news broke, agents set to work making sure XL customers in resort or booked to travel were looked after. Many agents have been inundated with letters of thanks from customers, who were relieved to have a helpful agent just a phonecall away.


This is a fantastic opportunity for agents to promote their services. Here are five top tips on how to market your business:


1. The local press


The local paper can provide many PR opportunities. Make contact with a journalist and arrange to meet for coffee. Go armed with press releases about the lengths you went to to make sure your customers were safe and happy after XL collapsed.


2. Word of mouth


Word of mouth can be invaluable for travel agents. Ask customers to recomment you to their friends if they have been pleased with your service.


3. Email marketing


On your next mail-out, why not include a brief message about how you helped your XL Leisure customers avoid disappointment. This will stick in readers’ minds, even if they don’t book a holiday right away.


4. Travel agency window


The window is still a big draw for customers dreaming of sunnier climes. Why not point out that you can provide advice on financial protection?


5. Local partnerships


Agents can form useful partnerships with local businesses, such as restaurants or supermarkets. You can attract new customers by teaming up on events and promotions.

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