TRAVEL agents will lose out if they refuse to support Thomson’s drive to forge closer relationships with its customers, according to the operator’s deputy managing director Shaun Powell.
Under the market leader’s Preferred Agents Scheme, participating agents have to supply the operator with the names and addresses of its clients so that Thomson can mail direct.
Speaking at the conference, Powell said: “Until now the after-sales service has been appalling. People can spend ú2,000 on a holiday and not hear anything for eight months until the tickets arrive. The whole relationship marketing programme we are attempting to put in place recognises the customer and increases their anticipation. This represents a fundamental change in the way we are going to work.”
But he warned that agents who do not hand over customers’ names, addresses and other details will suffer because customers will be encourage to shop elsewhere. “If travel agencies don’t get involved they will lose out,” he said.
Communications could include extra information on the customer’s destination, welcome packs on their return and suggestions for future holidays. Another way of creating closer links with customers and increase brand loyalty is through spin-off products offered to customers before and after their holiday.
“On average, people spend about ú500 on their holiday and another ú500 buying things for it. We will have a range of clothing specifically targeted at different customer groups, for example families,” said Powell. The range of products on offer will not be restricted to clothing: “Basically, anything related to holidays, such as photography, luggage, sunscreen, inflatables, swimwear.”
Any information sent to the customer will be jointly branded with the travel agent where they bought the holiday. “Communications will be triggered by a certain date direct to customer but with the agreement of the agent,” said Powell.
“The object is to get people to return to where they booked the holiday,” he added.
n The Going Direct conference was organised by Kingley Event Management and sponsored by Travel Weekly and Royal Mail.