LONGWOOD Holidays is to pour money into direct marketing instead of agent educationals after research showed its familiarisation trips were a waste of money.
Managing director Rafi Caplin said the Middle East specialist ran several educationals last year then followed them up with telephone calls to agents who had attended.
“We pretended we were members of the public looking for advice on booking a holiday. We were disappointed to say the least with the lack of knowledge and enthusiasm we got from agents,” he said.
“Agents are supposed to return from an educational and brief other members of staff on the destination but that had not happened.
“People like us will have to start marketing more to the client, which could mean that people choose to book direct instead.”
But Travel2/Travel4 director of sales David Holland is increasing the number of educationals this year.
He said:”Educationals are the best way to show our product. A lot of agents go back and compile reports for the rest of their branch.
“We charge agents. That way they treat it as a work trip not a jolly.”
n What do you think? Are educationals a waste of money? Write to Travel Weekly with your views.