CRYSTAL Holidays is embarking on a major training drive following the launch of its new special-events programme featuring theatre, sporting and concert breaks.
The operator is taking agents to see West End shows to experience the product and is devising a training pack to increase their confidence in selling specialist breaks.
Product manager Spencer Phillips, who was drafted in from Ticketmaster to oversee the programme, said getting the message across to the trade was crucial to its success.
“Sporting breaks are particularly in demand but not many agents would know the names of golf courses and horse-racing tracks,” he said. “We need to educate them.
“There is demand for these packages and by training agents and showing them the product first hand, it will increase their enthusiasm. We have already taken our reservations staff to see shows and they couldn’t stop talking about them.”
Although Crystal already features theatre breaks in its Premier Britain brochure, Phillips said the new brochure contains around 40% more product.
“All 750 hotels featured in Premier Britain are available through Days and Nights but the new programme offers a far wider product range,” he said.