Hoseasons is conducting a brochure audit to ensure it sends the most relevant programmes to travel agents at the right time.
Business development director Pali Badwal said part of this process involved its six on-the-road sales executives asking agents to fill in forms on which brochures they need. The team is currently seeing 50 agents a day in a trade blitz, which began in January and is due to last until the end of March.
At the same time, the operator is analysing its direct consumer database and tallying up brochure product booked in specific areas with local travel agencies.
Badwal said: “We are mapping our direct business and will talk to our agents where we have a lot of direct customers and tell them what these direct customers book with us and what they could promote.
“For example, there’s no point in putting a parks brochure in an upmarket area. We are trying to apply more of our science from our direct database.”
The move is to ensure brochures are distributed in a cost-effective way, he added. “We are trying to make more of our brochures because they are a significant piece of expenditure and we want to get a greater return on that money,” he said.
The operator is also surveying its direct customers on brochures, which includes asking if they would prefer to receive electronic versions of brochures instead of paper versions.