The Travel Network Group has pledged to work more like a retailer than a traditional consortium in a “blue-chip” approach to marketing.
Managing director Gary Lewis said the new strategy involved changing the way it dealt with its 200 suppliers to sell more differentiated product in a more targeted way through members, driving up bookings of new, old and existing clients.
The group has 860 members across Worldchoice, TTA and Independent Travel Experts and has trebled its marketing spend for next year.
“In simple terms it’s us building blue-chip marketing activities for members across all channels in a way most members can’t because of the size of their businesses,” said managing director Gary Lewis, speaking at the group’s marketing growth conference in London.
Historically consortia have struck commercial deals with suppliers but left it to agents to negotiate how to work more closely with suppliers to market the products, said Lewis.
The new hands-on strategy will involve head office asking suppliers for more exclusive or differentiated products to suit members’ needs.
He said: “It’s all about product. We are being a lot more aggressive. These are tough conversations to have with suppliers.”
Already the group has already started working with magazines and newspapers to run national advertising and reader offers and has built new member-specific websites.
It is updating its marketing materials for local markets and has “adopted” five members to brainstorm the most effective ways to attract more customers on the shop floor.
This month the group made its TV debut with Worldchoice TV on shopping channel Ideal World to “re-energise” the brand.
Lewis is now encouraging more Worldchoice members to use the name as an affiliated brand. Around a third of the group’s 360 Worldchoice members do not currently use the brand.