Dynamic packaging is all about providing a more flexible offering while adding value to the customer and improving the agent’s bottom line.
With these factors in mind, Travel Weekly asked three agents – a high street retailer, a homeworker and a call centre agent – to package up different kinds of holiday. We then asked industry experts to comment on how they did and what more they could have done to enhance the customer experience.
If you think our agents and experts have missed anything, post a comment at the bottom of the page…
Louise Hockaday, Hays Travel, Gateshead
Hockaday used the company’s inhouse dynamic packaging system iSell to put together a package for a family of four travelling to Florida in August
The flights from Newcastle cost £4,287 and Hockaday recommended a three-bedroom villa with a private pool for £834. She suggested economy car hire for £289, including insurance – although a bigger car costs just £12 more.
She then added special-offer attraction park tickets for £1,248, with 14 days’ unlimited entry to Disney and Universal for two adults and two children – saving time and money for the family in destination.
The total cost of the holiday was £6,670, representing a saving of £256 on the package price from a mainstream operator.
The verdict
David Stratton, head of partnerships at Holiday Extras, says: “There are some quick and easy wins that the agent might be missing which would not only bring real benefits for the client but also increase their commission by about £35 – not bad on a single booking.
“If the flight is going to be very early in the morning, the family could stay in an airport hotel overnight to cut the stress of battling early morning traffic. There are some fantastic deals, particularly if you choose an ‘undercover hotel’ where the hotel name is not specified but you can be certain of convenience and four or five-star luxury.
“Always ask if your client is planning to drive to the airport; booking ahead can slash 60% off parking costs. Many of our customers find booking a lounge at the airport gets the holiday off to a good start, avoids the crowds, keeps kids calm and ensures no one gets lost.
“Finally, travel insurance is a must and, with many policies offering to cover kids free of charge, it’s a no-brainer.”
Lindsey Ingham, Escape
Lindsey Ingham, Escape Ingham, team leader at Escape, the Co-op Travel’s dynamic packaging division, put together a luxury romantic getaway for two to South Africa for May 2011
Ingham suggested three nights at the Twelve Apostles Hotel & Spa, Camps Bay, Cape Town. All rooms and suites within the property have either a mountain or sea view while the spa has seven therapy rooms and offers treatments outdoors.
She recommended offering commissionable excursions including helicopter tours, a half-day Table Mountain and City Tour, and a full-day Winelands tour, in addition to walks down Camps Bay or Clifton Beach and a day of shopping and fine dining at the V&A Waterfront (complimentary transfers from the hotel) before heading back to enjoy Camps Bay’s nightlife.
Ingham then suggested the couple flew on to Port Elizabeth for two nights at the four-star Protea Hotel Marine, only a few miles from the city centre and within walking distance of sandy beaches, an oceanarium, museum and snake park. In PE, Ingham suggested an evening cultural tour including dinner at a local restaurant.
She sealed the deal with four nights at Kariega Game Reserve staying at Ukhozi Lodge, which has 10 suites with private decks and plunge pool. Kariega, a malaria-free reserve home to more than 25 species of game, offers morning and evening game drives as well as river cruises.
It also allows guests to walk among wildlife in an area free of dangerous animals. Other activities include hiking, canoeing and cycling.
The verdict
Matt Armstrong, UK trade relations manager for South African Tourism, says “The quote is good and covers the basics of what people want to see. Pre-booked trips are great ways to earn more.
Other options to consider from Cape Town are the Robben Island tour and the Walk to Freedom tour. Both give interesting insight into South Africa’s chequered history and show how far the country has come in a short space of time.
“Another interesting tour is the trip to Cape Point. The scenery is stunning and there is a scheduled stop in Simonstown to see the penguins at Boulders Beach.
“I would also advise leaving some time for travellers to explore Cape Town. The beaches are beautiful, the cafes and restaurants serve superb food and the shopping around the Waterfront is good too.
“My final bit of advice is that South Africa has many areas to enjoy a safari. They have chosen to fly to the Eastern Cape, but KwaZulu-Natal, the Kruger, Limpopo and the North West Province all have superb safari experiences – and are easily accessible from Cape Town by air.”
Dean Wilson, Travel Counsellors
Dean Wilson, Travel CounsellorsWilson was asked to source a holiday in Dubai for a group of friends
Wilson chose the five-star Westin Dubai Mina Seyahi on Jumeirah Beach because of its setting, watersports and leisure facilities. The property also shares its grounds with sister property Le Meridien Mina Seyahi, home to popular night spot Barasti.
His suggested break included direct flights from Manchester to Dubai with Emirates, meet-and-greet handling at Dubai airport and private return car transfers. The cost was £1,297 per person based on a deluxe sea-view room on a bed-and-breakfast basis. Meet and Assist also provides a welcome pack with city map, hotel visit schedule and discount card for the UAE.
The client could save money by flying to Abu Dhabi (less than an hour by car to Dubai) and/or taking an indirect flight to Dubai, which could shave £260 off the cost.
Wilson pointed out that there are many ways to add to the quote and upgrade the overall experience. At Manchester airport he recommended Meet and Greet parking for £39.99 and adding an airport lounge for £17.95 per person. Business class can be added for £1,382 per person and, at Dubai, Marhaba offers meet-and-greet ground-handling services through immigration for £40.
Upgrading to an executive club sea view room costs an extra £180 per person or £490 per person for a deluxe suite. There is also the potential to upgrade to half-board for £37 per person per night.
Having recently visited Dubai, Wilson recommended offering excursions prior to departure, such as a desert safari and sunset barbecue for £49, a trip to the indoor ski resort for £39 and a gourmet dinner on Bateaux Dubai for £65 – a great way to see the destination’s highlights by night.
He also suggested free diversions including the Gold Souk, a visit to the Bastakia Quarter for arts and crafts, and some rest on the Westin’s private stretch of Jumeirah Beach.
The verdict
Tony Seaman, sales and marketing director at Attraction World, says: “The desert safari and barbecue dinner is our top-selling attraction in Dubai, and a good choice as it’s clearly something visitors to the destination want to do. Dinner cruises are also popular and the Dhow Dinner Cruise is our second-most popular choice for Dubai.
“I’d probably have added a Dubai City Tour as it gives a complete overview of various parts of the city in a small, relaxed and friendly group environment. By booking in advance, customers are guaranteed their place on these popular trips and don’t have the hassle of booking in resort – and often paying more.”