Haslemere Travel says ditching brochures has 'transformed' business

A travel agency that ditched brochure displays 20 years ago says it is reaping the benefits of increased client interaction.

Haslemere Travel in Surrey replaced brochure racks with travel artefacts following a revamp of its high-street shop in 2005.

Owner Gemma Antrobus said the 36-year-old business has not looked back since, with staff imparting more of their own knowledge as well as using YouTube videos from hoteliers to help sell tailormade itineraries.

She said: "Removing brochures in 2005 was a bold decision. As a result, we have observed higher booking values, increased client loyalty, and, in most cases, a near-guaranteed booking.

“It has transformed our approach to business, bringing us closer to a consultancy-driven model. By eliminating brochures, we ensure clients engage with us during their office visits. The vast majority of what we sell is based on where we have been.”

She added: “We don’t say ‘take a brochure’ and ask them to research it themselves. The whole point was to get away from people coming in to do a sweep of brochures and take one away. You can talk to someone about what you did; the things behind the holiday, it doesn’t make any difference [not having a brochure].”

The agency keeps some brochure copies on file but most clients are used to the way the business works.  “Even our customers who book cruises don’t want brochures, they just want to book,” she said.

But agents need to feel confident to make the move away completely from stocking brochures, stressed Antrobus.

She said: “There are a lot more agents that could get rid of brochures but it’s not necessarily the [business] model for some. As a business owner you have to know your team will rise to it, if not it will detract your business.”

The decision to remove brochures at Haslemere Travel was taken by former owners Andrew and Di Brownrigg to make the agency similar to a ‘consultancy’ in which clients have to speak to agents when they enter and “you can impart some of knowledge as an independent retailer”.

Antrobus noted: “Twenty years ago it was not about being sustainable but it used to be awful throwing out brochures. We don’t want to waste brochures and most often operators will have an electronic version.”

The agency – which relocated to smaller premises post-Covid – is “full of travel artefacts” instead and still gives clients luggage labels and the choice of a printed ticket and itinerary.

“We very much believe in having the choice of a printed ticket, a physical pack to take away,” she added.