AFRICA specialist Somak is planning to form partnerships with 1,000 agents after admitting it is failing to tap into the independent sector.
The Somak 1000 Club, which is costing the operator £100,000 to set up, will offer override commissions, roadshows, training andeducationals.
In addition, members will have exclusive access to special offers, point-of-sale material and late deals while jointly funded promotional campaigns will also be established. The club will be up and running by mid-August.
Managing director Ash Sofat admitted the operator has not exploited the full potential of the independent agent.
“About 40% of our business is with the independent sector and frankly, that is not as good as it should be,” he said. “It is a gap in our distribution and we want to get closer to the agents. By working with 1,000 agents, we believe we can drive sales forward. Independents deliver a higher selling price than the multiples and also have the expertise to sell our product.”
Technological advances now enable Somak to monitor the performance of agents, identity trends and check brochure conversion rates, he added.
Sofat denied the move was in response to falling sales through the multiples as they push their in-house operators.
“We are still well supported by Going Places and Thomas Cook,” he said.
The initiative will run alongside the promotional activities of the Truly Independent Professional Travel Organisation of which Somak is a member as the Africa specialist.
Sofat said the two schemes will complement, not compete against each other. “It is about getting the message to agents and both TIPTO and our own scheme will do that,” he said.
Along with the commercial agreements in the 1000 Club, agents will be sent a monthly newsletter and contest an independent agent of the month award.