This week, Mystery Shopper was looking for a UK hotel break over Christmas for an older couple whose children and grandchildren would be with their in-laws.
They wanted a period hotel that would have a festive feel with log fires, that was not too far from home, with Christmas lunch included. This break would have earned agents a decent commission, so why The Co-operative Travel didn’t put in more effort is anyone’s guess.
- The target: Clacton-on-Sea, Essex
- Wanted: A 48-hour cosy Christmas break
The Co-operative Travel
The Co-operative Travel32-34 Station Road
Score: 40%
The agency was light and airy with a modern shop front. There were two agents, one of whom was with a customer; the other asked if I needed help within a minute of my entering the store.
However, she did not get up from her desk, and called over to me as I browsed through the brochures.
When I explained my request, she suggested Warner Leisure Hotels as it caters for older clientele, but she did not have a brochure.
She also recommended a coach trip as it avoids any driving. She gave me a Crusader Holidays brochure without recommending any hotels or areas. She didn’t discuss my request enough, and didn’t seem to have much product knowledge.
I was told to look through the brochure and return to get a price. I left the shop none the wiser.
First Choice
33 Pier Avenue
Score: 67%
I first visited at 9.15am to find a sign saying that the shop was shut until 10am due to training.
Later, I arrived at the long and narrow shop to find two customers being served at the nearest desk. Moments later, another agent approached me to ask if I needed help.
She listened as I explained what I wanted. I was shown the Superbreak Christmas and New Year brochure. The agent recommended the Ramada in Tunbridge Wells for £750 for two, but I was concerned the hotel would be too modern.
Although enthusiastic and friendly, she lacked knowledge of local hotels, and she didn’t ask about budgets, or if we would like to avoid families.
There was no attempt to close the deal, which was a shame because I probably would have booked if she’d had more conviction.
Thomson
Thomson64 Pier Avenue
Score: 74%
When I entered the shop, there were two consultants, one of whom immediately asked if she could help. She listened carefully as I explained my requirements.
She showed me their recommended brochure, Superbreak Christmas and New Year. She asked me more questions, but didn’t ask about my budget. She recommended Cobham Woodlands Park Hotel, which seemed to match all my needs, and was quoted a price of £640, including Christmas lunch.
However, she didn’t try to close the sale, asking me to return after I had thought about it, although she did give me the brochure and her business card.
The staff took care over the request, but I felt I needed to find out more information on my own before making a decision.
Global Travel
Global Travel359 Holland Road
Score: 87%
There was one lone agent who was with two clients when I arrived, but she quickly said she would be with me shortly. I browsed brochures for about three minutes.
The agent did apologise for the wait, and she was exceptionally friendly and attentive. She listened carefully as I explained my request, and made a heartfelt recommendation of a hotel without using a brochure. It felt like she knew it well and she covered all areas of my holiday requirements.
She showed me the De Vere Dunston Hall Hotel in Norwich, which cost £718 for two in the Superbreak Christmas and New Year brochure. The close of sale was a little soft, but she gave me the brochure to take away with her contact details attached.
I would definitely return to this agency as it was refreshing to find a consultant with in-depth knowledge who really cared.
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Tips
- UK breaks, particularly over Christmas, can have real commission-earning potential for agents, so shouldn’t be dismissed as low-value bookings.
- Promote the value of going away for Christmas – once you calculate the cost of buying in all the food and wine at home, a hotel break can compare favourably.
- Identify two or three hotels within a reasonable driving distance of your shop, and focus on promoting those. For the hotel short-break sector, customers don’t generally want to travel for more than two or three hours if they are only away for two nights, which is the most common booking duration.
- Consider suggesting a UK hotel on an all-inclusive basis. With much of the festive season focused around eating and drinking, booking on this basis can really help customers to plan their budget.
- For more information on UK hotels and operators, visit Gazetteers.com.