Committing to write this column has had a bizarre effect on my life.
Aside from the fact that people talk to me about what I’ve written (trust me, that’s weird), I’ve started to notice how quickly the world moves on between deadlines.
Only two months ago I was talking about the failure of XL Leisure Group and the terrible consequences it had for consumers and colleagues in the industry.
Gloom and despondency ruled and – judging by the newspapers and TV – the end of the world was nigh.
Today I’m filled with a new sense of hope. Like many people, I’ve been captivated by the US elections and the success of Barack Obama.
Whatever your political persuasion, there can be no doubt that the new man in the White House is looking forward with optimism.
Combine this talk of a new world order with other nuggets of good news and, dare I say it, the black clouds may just be lifting.
Since I last put pen to paper, petrol prices have come down, supermarkets are battling for our custom and global financial markets appear on a slightly stronger footing – all brilliant for aiding consumer confidence.
Another big news story that can’t be overlooked (especially if you love a bargain, like me) has been the opening of the Westfield shopping centre in west London, the biggest mall in Europe.
The enormous crowds it has attracted already prove that people are still ready to spend – especially if they are getting good value for money.
As an industry we exist on providing that feel-good factor to our clients. Remaining optimistic is a given for all travel companies, but there can be no room for complacency.
Things are tough but we have to maximise our relationships and opportunities. This is the ideal time for retailers to give their businesses an overhaul and ensure they approach every potential sale in the right frame of mind.
A simple five-point plan should do the trick:
- Keep a close eye on your cashflow
- Support the suppliers that have made a commitment to supporting you
- Take advantage of the generous incentives on offer from partners
- Upsell at every opportunity with holiday essentials
- Put customer service at the heart of everything you do
We can be realistic and optimistic at the same time. Things change quickly – and they can certainly change for the better.
