YOUR “Lunchtime Discussions” with representatives of the major travel agencies and tour operators clearly demonstrate the gulf that is developing between the mass-market and independent sectors of the travel industry (Travel Weekly February 3 and 17).
Some of the comments from operators and agents display either an element of complacency or lack of understanding of the different types of clients with whom we are dealing.
What these comments do is to raise the profile and image of the independent sector more effectively than any advertising or promoting could do.
Most of these clients belong to the agent, since we look after their travels for them throughout the year.
It is the independent and tailor-made sector of the market, led by the specialist short and long-haul tour operators and the true independent agency network, that is the strongest and most lucrative area.
This is the sector where the client is very loyal to the agents and operators that treat them as individuals, that offer them a wide choice from which to select the right product, and in particular, offer them a personal service and good value for money.
The carrot of offering a discount and free insurance does not fool this type of client into choosing a holiday that may not be suitable since not enough care may be taken to offer sufficient choice and advice.
The most effective branding that really means something is the Association of Independent Tour Operators brand that carries the charter of its specialist members, which distribute their products through the Campaign for Real Travel Agents network.
It is interesting to note that leisure analyst Michael East, amongst others, believes that distribution is becoming a dominant force, that the four majors cannot survive without independents and that good independents are clearly doing well and will survive.
Andrew Brownrigg
Managing director
Haslemere Travel
Surrey