It is worth putting into perspective Andrew Fox’s concerns over Shearings’ alleged direct-sell ambitions (Travel Weekly October 11).
Around 90% of all UKdomestic bookings are made direct but, while we must develop an effective marketing strategy to compete, we refute completely any suggestion that direct bookers have any material advantage over customers who book via agents. For example, 85% of our brochure pages do state ‘see your travel agent’, it is the customer who needs all their options to be clearly presented. It is the customer Shearings puts first!
Sadly, this alleged direct-sell policy simply isn’t working for us. To date, sales via travel agents for our 2000 departures are up 10% on last year.
Our continued commitment to the retail trade can also be seen by the fact we do not own any retail travel agencies, we are founder members of the Truly Independent Professional Travel Organisation and we do not own any separate direct-sell businesses. Having explained our philosophy to Fox, I am delighted we shall be meeting to discuss the potential for future business together.
Chris Barnes
Commercial director
Shearings Holidays
Wigan