Travel Counsellors agents were encouraged to focus on complex, premium leisure bookings in 2024 by the firm’s managing director.
Kirsten Hughes, who is also the agency’s chief commercial officer, described such itineraries as “our absolute sweet spot” because they involve more human interaction between the client and agent, which leads to a stronger relationship and increases the likelihood of the customer becoming a repeat booker.
Hughes also said these types of holidays are more likely to be shared on social media, resulting in more enquiries, and they earn the agent a higher margin.
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“The more complex the booking, the more margin you will make, and that doesn’t just apply to multi-centre holidays – you can make a single centre highly valuable by adding on excursions, insurance, lounge passes and other things like that,” she said.
Hughes added customers are also more likely book their holiday through an agent if it it sounds more complex.
“Your customers can look for something themselves so you need to make sure you add value and call on your experience,” she said. “For more premium and complex itineraries, people value the knowledge and care and are much more likely to come to a trusted advisor than go online for it.”
She encouraged agents to ask other advisors in the Travel Counsellors network for assistance if there is an element of the enquiry they lack knowledge on.
“We currently convert one in three enquiries but we want to convert three in three – we want to win,” said Hughes.
She noted that customers are increasingly are looking for authentic, personalised experiences and that “demand for going off the beaten track is rising”.
“People want to visit local families, they want to go to places that haven’t been discovered,” she said. “Younger generations in particular will pay more for an experience they will remember.
“Consumers want to experience local cultures and they want to give back; they want to make the world a better place.”