It only takes a passing glance at peoplestravel to know it is not your average travel agency. On the day I visit, a shiny Grand Prix simulator by the window is catching the eye of office workers and shoppers in London’s Baker Street.
Those who come in to investigate are offered a rum punch, a hotdog and a seat in a futuristic viewing lounge. Some browse the touch-screen computers and interactive blog wall, or just chat to a consultant.
Either way, the experience could not be further from that of a traditional travel agency.
Tour operator Emerald Global opened its first retail store in October last year, selling third-party product as well as its own. Since then, the peoplestravel team has been working hard to introduce customers to a different kind of travel company.
Brochure racks have been banished and shop window offers are nowhere to be seen. Peoplestravel is all about helping clients select their destination in fun and modern surroundings.
The Grand Prix simulator is not a permanent fixture – it was one of a series of exotic city-themed days held last month to entice customers through the door.
Giving over the empty space at the back of the shop, the agency explored destinations including Mozambique, Sri Lanka, Macau and Vietnam using traditional dance, music, art and scenic landscapes. Customers sampled snacks and drinks from the destinations and even took part in some of the performances.
On a normal day, the shop is spacious and modern. Desks and chairs have been placed near the entrance to give customers a focus when they walk in, but few people make use of them.
Instead, consultants chat with clients on contemporary oversized chairs or show them the blog wall, where staff and previous clients have posted travel tips.
The team recognises the trend towards customers researching trips independently, and rather than ignoring it, they have turned it to their advantage. Touch-screen computers and a large plasma TV screen provide areas of the shop where customers can browse on their own.
The aim was to create a community travel agency in the heart of London’s Marylebone. “We want to be like a community travel agency, but on a grander scale. There is no real hard sell, we just want people to keep coming back because they enjoy spending time here. Then, when they want a holiday, they will think of us,” explained retail manager Alyn Burgess.
The location is ideal to capture passing trade: directly opposite 55 Baker Street. The former Marks and Spencer headquarters has been transformed into 500,000sq ft of prime office space, as well as retail, leisure and residential space. In other words, it’s full of the kind of young and upwardly mobile professionals peoplestravel wants to attract.
Easier said than done, said Burgess, who has become an external consultant to the shop since my visit. “It has been a challenge to get the message across that we are different, but hopefully we have managed it now. People feel trepidation coming in because we don’t have brochures on the walls.”
The shop doubles as a “travel venue” in the evenings, explained Burgess. He is in discussions with tourist boards about hosting special evenings at the shop. The next one will have a celebrity guest speaker, whose name he is keeping under wraps for now.
Marketing has been key to the success of the shop. “People who work around here don’t always notice us, even though they pass every day. We have to work hard to catch their attention,” said marketing director Ryan Levitt.
The agency is running a marketing campaign in the local area and has started up a peoplestravel club, where members can receive discounts on their holidays or special offers at nearby shops and restaurants.
Burgess even hopes to get the community involved in the reworking of the agency concept – he is running a competition where consumers can design an alternative to the brochure rack.
It is brave to open a business in the middle of a global recession, admits Levitt. However, he believes the market is still out there. “People in this area still have the money. Sales were sluggish to start with because of a lack of brand awareness, but interest has really exploded. Above a certain level, people still want to book with a travel agent.”
Peoplestravel photo gallery
Top five tips from peoplestravel
- Get to know your suppliers. When queries come in, don’t just rely on bed banks and existing contracts. Every value-add and pound counts, so make the call to your suppliers to see if you can save more to make your package stand out from the crowd.
- Cultivate relationships. Stop giving out brochures with a stapled business card attached. Consumers will only go to agents if they get the service they deserve.
- For websites, contact is king. Agencies can bring content to the high street with interactive promotion days. We have dressed up the agency in the style and colours of the destinations to lend vibrancy and excitement to our special offers.
- Reach out to local businesses. Getting on the intranet of local businesses is a good way of reaching employees.
- Capture data – it’s a simple rule, but one that’s often missed. Every person who walks through the door is a potential client. Get their data so you can target them later, whether or not they make a purchase.