Luxury B2B operator If Only has reduced the number of suppliers that it uses by 20% to ensure a greater focus on upmarket options and better support for travel agents.
Gordon McCreadie, If Only general manager, said the company had spent the past 20 months during the pandemic analysing feedback from agents about how to improve its offering for them.
He told a Travel Weekly webcast that the operator had carried out a detailed overhaul of all its hoteliers, ground handlers, transport partners and excursion providers to assess which were offering the levels of support and service a luxury operator and its agents expect.
“We wanted to make sure that we’re working with partners that we feel fit with a luxury brand, but surely will give us the support when we need it,” he told the webcast.
“[Pre-pandemic] we were taking on partners that we weren’t vetting as closely as we would have done in the past.”
The move means If Only can secure better tactical and exclusive deals to add value to bookings, such as room upgrades, spa treatments and meal plans.
Trimming its suppliers also means they will better support If Only and its agents on marketing campaigns and fam trips.
“We’ve got some really exciting trips planned for next year,” he told Travel Weekly.
If an agent asks for a property that has been dropped, the operator can offer a “viable alternative” along with the benefits of being a preferred partner of If Only – so the agent will get “better than like-for-like” for their client.
The operator has new dedicated in-resort colleagues in Barbados, Antigua, Mauritius and Dubai who will offer customers a VIP concierge service throughout their holiday, and it is looking to add further destinations over the next 12 months.
Reducing the selection of suppliers also enables the operator’s Glasgow-based team of luxury experts to provide better insight, knowledge, value and support.
McCreadie told the webcast that other issues were becoming more important to agents and customers, such as sustainability and peace of mind that everything will be sorted if there are cancellations or changes.
Furthermore, new five-star hotels have been added to the range to cater for clients who want to visit properties that have just opened.
“There is always an appetite to keep up with the Joneses, to be the first person that goes to that amazing hotel – and your Instagram pictures look phenomenal,” he said.
“We’re bringing in these new properties as they come online, whether that be in the Indian Ocean, or Arabia, or Asia.”
Customers are also asking for bigger properties, as there is an increase in demand for multi-generational trips, as well as more privacy, he added.
More: If Only to bolster trade-facing team to improve service