The Truly Independent Professional Travel Organisation celebrates its 15th anniversary this year. Juliet Dennis spoke to chairman Zena Calderbank
When Tipto was set up 15 years ago, independent operators predicted falling sales through the multiples as the big chains sold more of their own product.
What followed was consolidation of the big four to the big two – Thomas Cook and Tui Travel – and a decline in the number of high street travel agencies, mainly multiples.
So it is perhaps unsurprising that Zena Calderbank, chairman of Tipto for the past 18 months, believes the organisation – which connects independent operators and agencies – is more relevant today than it ever has been.
“Multiples are even more driven to sell their own product: their doors are almost locked to [independent] operators. We have operators working exclusively with independents. They see Tipto as important to distribute their product,” said Calderbank, head of sales for Wyndham Vacation Rentals, which owns brands including Hoseasons and Cottages4you.
Her assertion is backed by the fact that last September all operator members opted to stay on a further year. The latest member, Mark Warner, joined in January, taking membership to 14.
“I want to keep operators in Tipto that have established commercial agreements with independent agents. We’ve had operators approach us who don’t have these agreements and want to use Tipto to get to agents but this is not something I am keen on.”
Calderbank admitted there was a current bias towards escorted tour operators in its membership. “Years ago we had more accommodation-only providers. Agents are happy because there is a trend for this [escorted tours] at the moment.”
Links to indie agents
Tipto was set up by independent operators keen to work more closely with their independent counterparts on the high street. Founding members included Cadogan Holidays and Travelscene.
For operators without trade sales teams on the road, a new way to increase sales through independent agents was critical.
In the early days, Tipto had 30 operator members – compared to 14 today – and roadshows were full of ‘razzmatazz’.
“Tipto had everything from magicians, to jugglers, bands and singing waiters,” said Calderbank. “There’s not the money around to do that now. Part of the reason [operator] numbers have dropped is because the independent sector has changed and there has been a lot of consolidation.”
Good to talk
Under Calderbank, Tipto has conducted seven focus groups to get feedback on how it communicates with the trade and surveyed agents after roadshows.
The result is a change in the way roadshows are run and a better understanding of what agents want – in a nutshell, how easy it is to book and what they will get for making a booking.
“They don’t necessarily care about passenger numbers, but they want to know about what’s new,” said Calderbank. “Our roadshows are more like workshops now.”
Survey results showed 70% of respondents thought the roadshows were excellent, 27% thought good, and 2% poor. Almost all (97%) expected to do more business with Tipto operators after a roadshow.
Between now and June, Tipto is hosting 17 roadshows nationwide. and predicts meeting 1,200 agents in the year to August.
As part of its 15th birthday celebrations, there will be cake and 15 prizes up for grabs at each roadshow. “We are upping the ante with more prizes; no one will go away empty-handed,” promised Calderbank.
She is proud of how Tipto communicates with the trade, especially of Tipto Terri, its avatar-style persona, who over the past five years has become a familiar character whom agents can contact direct with questions and who tweets regularly.
“Agents like to engage with Tipto Terri because they see her as a real person,” added Calderbank.
More than 5,000 agents are registered on Tipto’s website – tipto.co.uk. The site currently features 12 training modules, with two more, for DFDS Seaways and Mark Warner, due to be added.