Advantage Travel Partnership is focusing on the value of the travel agent in a shift away from offers for its largest peak sales campaign to date.
Travel & See in 2023, which runs until the end of February, is underpinned by a ‘value guarantee’ members can use to promote the benefits of booking through an agent.
The guarantee promises exceptional customer service, value for money, financial security, low deposits and flexible payment options when a customer books with an Advantage member.
A key plank of the campaign will be a 52-page issue of the consortium’s consumer magazine Journeys ,which includes features on budgeting, such as travelling in shoulder season months or visiting non-traditional summer destinations, and suggested ‘Best for’ holidays, such as family breaks.
Overbranded copies of the magazine will be sent to clients on agents’ behalf and printed for use in store, both for a small fee, while all members will be able to send out a digital version for free.
Head of marketing David Forder said the cost of living crisis and uncertainty of how turn-of-year sales will play out was behind the decision to ‘flip’ the focus from traditional, price-led messaging for the peak period to finding the right holiday for clients during difficult times.
He said: “We have pulled out all the stops to make sure we put a substantial campaign together for members. It was really important, this year more than ever, that we ‘read the room’.
“While there will be offers for agents, what we have really focused on is the value independent agents bring to their customers to find that holiday next year regardless of their budget, and provide peace of mind, payment options, low deposits or free child places.”
The campaign is the consortium’s biggest to date in terms of cost, the number of members signed up and suppliers involved.
Forder added: “It’s by far our biggest campaign. This year more so than ever, because agents are struggling with resources, the take-up from agents has been far better than in the past.”
The marketing activity also includes a raft of ‘mini’ content campaigns to home in on different types of holidays. These include: Go Sightsee in 2023 for touring and adventure breaks; Venture by River in 2023 for river cruising; Boost Your Vitamin D in 2023 for sun holidays; and Set Kids Free in 2023 for family trips.
Marketing materials range from aspirational point of sale hanging banners for agents’ stores, e-newsletters and emails with offers from suppliers to digital assets members can download from a dedicated campaign hub on the members’ intranet. Content from Journeys magazine will be available as ready-made blogs for social channels.
Marketing videos will be used to communicate key messages to agents, as well as social media and emails, and in January, breakfast webinars will be run to get members’ feedback and give marketing advice.
“We are doing a lot more handholding this year to support agents,” added Forder.
Suppliers have also provided videos with key turn-of-year messages for members as well as deals through the Advantage holiday offer website and on Facebook.
Members will also receive campaign calendars for 2023 dates to sell around and an ancillary guide to help them get more out of their bookings.