Great news for independents everywhere. Town centre multiples are packed to the rafters! So how can this be great news for independents? Simple; they’re failing to convert enquiries into bookings.
Their marketing machines are brilliant but their messages are confusing. Their customers feel cheated when they fail to get their anticipated 25% discount, ú300 off, free child place and new kitchen sink with their ú299 trip to the sun.
Independents, stick to your game plan. Make a song and dance about your service level. Shout from the rooftops about your extensive product range. Tell them how impartial you are and let them know that in your court the customer is king.
Antony Crossthwaite
Director
Ashton TravelWorld
Lancashire
Do yourselves a favour and market away from the “discount, discount, discount” bandwagon. This particular method of transport has never had the remotest idea where it came from and cares even less about where it is going.