Prestige Travel has outlined plans for a new travel agent website and the introduction of Latin America to its portfolio as part of a bid to enhance agent loyalty.
This could include increasing how many staff visit agents on the road depending on trade feedback, revealed managing director Darren Hollis.
Hollis, who has a background in running holiday parks, took over at the end of last year, replacing previous managing director Lee Harrison who left to spend more time with his family.
“We want to build that loyal agent base. We want to not just satisfy, but exceed, agents’ expectations to get more loyalty,” he said.
“Our absolute focus is to support our trade partners. We build loyalty by listening to what agents really want and delivering it.”
Last year, Prestige recruited Joe Lavers in the new role of commercial and trade relations manager to develop closer ties with agents, but the operator has not had a sales team on the road for two years.
Hollis said this could be reviewed, adding: “As we continue to grow we will continue to expand our trade activity, delivering what our trade partners want. That certainly could include adding on-the-road account management support.
“The time is probably right now for us to expand. I would really like to spread the word about Prestige.”
Already 96% of Prestige’s sales are through agents and Hollis sought to dispel fears the premium operator had any plans to become more direct‑sell despite past speculation.
Hollis, who was brought in by owners Embrace Travel Group initially as a consultant last year, insisted: “There is no plan for us to pivot in any direction. It’s an agent business. We don’t do any activity to find direct clients.”
The operator’s new trade website is due to launch in September and will include more destination information and suggested itineraries. It will not be bookable but agents will be able to download marketing materials and access product training.
Prestige is also expanding into Peru and Costa Rica for the first time, with separate brochures to be launched at the end of this year.