Mystery Shopper: Ely travel agents sell Majorca

The brief: A family want a week of Majorcan sun in September, with accommodation that gives them space to relax in the evenings while the children are in bed. They would rather not share a bedroom with the children, and are looking for a quiet resort. The budget is £2,000.

Verdict: A strong showing from all agencies in Ely, for what should be a bread-and-butter request with ample budget.

Thomas Cook

11 Market Street

All the consultants were busy when I arrived, but one smiled and apologised for the wait. I was served 15 minutes later. The agent saw I had a rival agency’s carrier bag and seemed a little hostile, asking if I had been elsewhere and what my agenda was.

She said she could better any Thomas Cook deals from rival agencies, but didn’t want to cover the same ground as other agents as they used similar databases.

She said she would do some research and call me. In fact, another agent phoned me, discussed the holiday and sent a thorough email, with prices from £1,019 and accommodation including Aparthotel Paraiso De Alcudia. Although the visit to the shop was slightly disappointing, the follow-up was exemplary.

First Choice

23 High Street

The exterior was slightly shabby, with paint peeling off the door, and there were rubber bands and bits of rubbish on the shop floor. I waited about five minutes before being acknowledged and served. These negatives cost the agency crucial marks, as the service was good.

The consultant built a rapport with me, and researched all aspects of the holiday, from car parking to travel cots and kids’ swimming pools. The quote was £1,277, staying at the Sol de Alcudia Apartments with Skytours, including insurance and car parking.

The agent printed off the quote and circled her contact details, then tried to close the sale by saying the offer wouldn’t be available indefinitely.

Thomson

29 Market Place

The branch and its staff scored top marks for appearance, but despite scoring the second-highest mark overall, the consultant built up little rapport.

I was quickly acknowledged but the agent, while friendly and attentive, didn’t bring the holiday to life or discuss aspects such as the weather, what the hotels would be like or whether she had been there.

She did a thorough search, but as I couldn’t see the screen, I was mostly sitting in silence. She gave me a brochure, her contact details and a quote of £1,186 to £1,304, at either Hipotel Aparthotel Coma Gran or Protur Aparthotel Bonaire, both with Thomson.

She then tried to close the sale by saying the prices could change.

Premier Travel

2 Forehill

The customer service in this shop was excellent. I was greeted instantly and offered a seat. The consultant’s desk was tidy and, as I had a clear view of her computer, I could see the holidays that were coming up in her search and discussed them in detail.

The agent created a rapport quite easily and was professional and friendly throughout. We had a thorough chat about the holiday, including flight times and supplements. The quote was £1,064 at Apartments Hotetur Club Bellevue, Alcudia, through Thomas Cook Summersun.

She appeared very knowledgeable and answered my questions with confidence, creating a sense of urgency by stressing the discounts would not be available for long. She gave me a carrier bag to take away the quotes and brochures.

The winning agent

Shirley Ison, manager, Premier Travel Ely

“I am delighted to have won. Working for a good independent company gave me the flexibility to use several  tour operators for this enquiry. The mystery shopper would then not have been put under pressure to book any one of them in particular.”

Tips: Selling Majorca

1. Product knowledge on Majorca is a must-have for any agent – it’s the biggest summer destination for operators from Thomson to Classic Collection.
2. Despite its popularity, it is trying to steer away from the negatives of mass tourism, and millions of euros have been invested into improving resorts such as Cala D’Or and Magaluf.
3. Despite eurozone destinations having a reputation for being more expensive, operators claim local businessess are trying to keep costs down in resort, to avoid prices scaring off potential tourists.
4. Family-friendly resorts include Alcudia. For clients looking for somewhere more relaxing, suggest Cala Bona. 
5. For more details on hotels and resorts in Majorca, as well as tour operators covering the destination, visit Gazetteers.com.