St Andrews Travel took the unprecedented step of telephoning its regular clients to find out why they had not booked a holiday this year following a massive slump in business.
Managing director Andrew Dickson said: “We have found it a little bit tough. For the first time in 15 years we are not 15% ahead, we are 4% down. That worries me.”
However, Dickson said he had been encouraged by the feedback from his repeat customers – 45% said they would be booking with the agency but they just hadn’t decided where or when they wanted to go.
Dickson urged other independent travel agents to differentiate themselves from the competition.
“It is about being noticeably better and more professional than the competition,” he said.
He recommended other independents invested time in training their staff on customer service. “Our staff stand up and shake the client’s hand and say thanks for booking with us,” he added.
Consultants at St Andrews Travel are also encouraged to add value for clients through the ‘Plus One Wow’ principle. “I tell staff to find something to add to that booking. Ring the hotel to get the hotel brochure sent to the client or get details of the destination from the tourist office.”
St Andrews Travel also gives customers a leather ticket wallet which cost £10 each. “We don’t discount so we can afford to do it and it also makes the customer feel good,” he said.
Dickson also recommended that other independent agents use their local media, give talks to local clubs on travel and differentiate shop windows to increase their profile in the community.
Meanwhile, Dickson revealed that the local branches of rivals Lunn Poly and Thomas Cook regularly discuss St Andrews Travel at their board meetings. “I have heard that somebody has to report on what we are doing,” he said.