AGENTS should seize the opportunity now to start selling domestic holidays or risk being left behind by technological advancements, according to an industry marketing consultant.
Steve Price, managing partner of Yorkshire-based consultancy SMP, said Information Technologydevelopments were opening up new distribution channels and consumers would feel more comfortable booking a UKhotel or short break over the Internet or via digital television than they would a foreign holiday.
“The trade has either got to grasp the opportunity now or forget it altogether,”said Price, whose company handles contracting and product development for Jetset Freedom Breaks.
“A number of regional tourist boards are investing money in creating computer reservation systems and Web sites making it very easy for people to book direct. Agents have got to start advertising the fact they sell domestic holidays and making use of their client database.
“Research has shown that some 40%of people who take an overseas holiday also take two or three short breaks a year. Agents need to proactively sell to this base and let them know about some of the special offers available.”
Price added there was much less time and effort involved in booking a UKbreak for a similar level of commission to a foreign holiday. “Most operators are offering 12.5% commission for just a few minutes’ work. Most UKholidays are booked at the last minute so there are likely to be fewer cancellations or changes and there is less administration involved,”he added.
Currently around 8% of domestic holidays are booked through the trade.