How to stand out from the competition this year
As we begin a new year, Abra Dunsby gleans expert advice on everything from boosting sales to operating more sustainably, to help agents hit the ground running in 2022
Travel agents have so much to contend with these days, from reassuring customers during the pandemic, to ensuring they’re offering sustainable and responsible trips to meet clients’ growing interests.
Not to mention standing out from the competition when it comes to winning sales, marketing holidays, and recruiting the best candidates for job roles.
To help agents navigate these challenges, we’ve spoken to a range of experts specialising in different fields to ask for their top advice for making 2022 as successful as possible.
BE PROACTIVE ON SUSTAINABILITY
Clare Jenkinson, head of sustainability, Abta
Explore how you can cut carbon emissions through your business operations. Look at steps you can take to reduce energy use in your store or premises – better insulation, turning appliances off, using energy-efficient light bulbs etc. These actions, plus measures such as reducing single-use plastics and printing, make a difference. The same thinking applies if you have staff working from home or are a homeworking business.
Also look at what your suppliers are doing – more and more are publishing their sustainability strategies. When organising accommodation, consider those that have a sustainability certification scheme, such as Travelife.
Customers may start to ask questions around flying and climate change, so be aware of what the wider industry is doing on these issues. Abta’s Tourism for Good report has lots of insight and examples on how the industry is working to reduce emissions.
Tim Williamson, customer director, Responsible Travel
Responsible travel is a priority for your customers, so make it yours and do the legwork for them. Audit your suppliers and trips: what’s being done to reduce carbon while supporting nature and local communities? Do tours employ local people; is the accommodation locally-owned; do trips benefit local conservation projects and protect wildlife?
Source product from responsible operators – we launched our own travel agent section last year. Also, cut the “greenwash”. Trust in travel is crucial and fragile, so be honest and transparent.
A practical way you can stand out is by providing evidence of how each trip meets responsible tourism criteria on every holiday page, so it’s easy to find. Ask each verified traveller for honest feedback – did they feel their holiday benefited local communities and the environment? Then go one step further – by publishing it.
FIND THE BEST TALENT FOR NEW ROLES
Barbara Kolosinska, director, C&M Travel Recruitment and C&M Executive Recruitment
When trying to attract candidates, it is not just about paying them more – although offering minimum wage is not acceptable any more. Yes, candidates want money, but they work in travel because they love the industry. They want to work for a travel company that has integrity, is fun to work for and offers mentors to learn from.
Ensure your employer brand is out there on social media and LinkedIn, and that the company has an identity. If someone is looking to work for a travel agency, you want them to see your branding and posts, and think: “Wow, I like what they’re about, their values and that they are personable”.
Make sure your employer brand values are obvious and prominent, and that you detail what you offer in terms of bonuses, commission and fam trips.
Wellbeing in the workplace and sustainability are really important now – especially to younger candidates. Plus these days it’s almost a given that hybrid and flexible working should be offered, where possible. High street travel agents can’t always do it because they work in a face-to-face environment but there are solutions, such as appointment systems or Zoom meetings.
LEVERAGE NDC WHEN BOOKING FLIGHTS FOR CLIENTS
Angel Gallego, executive vice-president of travel distribution, Amadeus
For years the industry has been talking about transforming travel retailing to focus more on traveller needs and simplify processes, with NDC as a key enabler. Now the moment is here.
Covid-19 has reinforced the need for personalisation and better customer service – both key to restoring traveller confidence. Just like how Amazon, Spotify and Netflix offer tailor-made content based on users’ preferences, NDC has the potential to personalise offers and ensure more dynamic retailing for the benefit of airlines, travel sellers and travellers.
With NDC, travel sellers can provide access to more relevant content for their clients, such as dynamic and additional fares, new bundled offers, more ancillaries like additional meal plans or access to relevant airline messages in local languages.
PRIORITISE MARKETING TO BOOST SALES
Kate Holroyd, owner, Strawberry Holidays
I niched in December 2020 and have enjoyed my best sales ever since. As a fairy godmother to Disney or cruise first-timers, my messages are clear. It’s easy to pick deals and content to post, as it’s always focused. There are more independent home-based agents than ever, and my niche allows me to stand out from the rest.
Claim your Google my Business page – it’s completely free. It may seem awful but as more high street agencies close there is an opportunity to be the first find for prospects in your local area.
Strawberry Holidays is currently the only agency in Darwen, Lancashire. I regularly receive leads from Google, as people search “travel agent near me”.
More than 50% of prospects will be looking at your reviews, or may even come directly to you as a referral. Reward referrers – a small gesture of thanks can go a long way. Sign up to free reviews platform Trustpilot and invite clients to leave a review. It feeds your Google ratings, which also affects where you appear in local search results.
Finally, think about the sales process; it still needs a marketing eye. Making appointments can be a slick process with Calendly, quote presentations can be awesome using Canva.com (both free). Some suppliers will even provide quotes in your branding. Look for ways you can be consistent with your look and feel throughout the sales process.
KEEP UP TO DATE WITH LEGAL REQUIREMENTS
Luke Golding, senior managing associate, Deloitte Legal
Over the past 19 months, the travel industry has come under intense scrutiny from regulators, with the impact of the pandemic compounded by the legal obligations imposed on travel companies by the Package Travel Regulations and consumer law. This culminated in the Competition and Markets Authority (CMA) taking action against a number of travel businesses and also issuing open letters to the industry in an effort to secure consumer law compliance.
This heightened level of focus is a trend likely to continue in 2022. At the same time, the government is currently consulting on a proposal to grant greater enforcement powers to regulators such as the CMA (and possibly wider bodies, such as the Civil Aviation Authority).
At present, if the CMA considers that a business is acting in breach of consumer law, it is not able to sanction that business. Rather, it must take the matter to court and seek either an enforcement order or prosecution against the offending business, which can take years.
The government’s proposed new approach would provide the CMA with the power to make its own decision as to whether a business has acted in breach of consumer law, and enable it to take actions, such as directing the business to stop the infringement, ordering it to compensate victims and, if appropriate, ordering the business to pay a financial penalty.
To avoid facing problems down the line, it will be important for travel businesses to ensure they are absolutely clear of their legal obligations (both from a travel-specific perspective, such as compliance with Atol and the Package Travel Regulations, and regarding consumer law) and that they are acting in compliance with the same.
This year it would therefore be sensible for businesses to carry out a review of their compliance with consumer law, focusing on their operating models, sales processes and consumer contracts, to ensure there are no nasty surprises waiting in store as the year unfolds.
THE ROAD TO HAP-‘P’-NESS
Jim Eastwood, global sales director, Travel Counsellors, on how the 4 “Ps” can help agents hone their sales technique
Be present: offer a personal service and use technology to ensure you [can connect with] customers. People need expert travel advice more than ever, for the duration of the customer journey.
Be proactive: staying well-informed enables you to provide reassurance and keep customers up to date with travel requirements.
Be positive: the pandemic is the most challenging period the industry has ever seen, but there is a lot to be positive about, with many clients making plans well into 2022 and 2023.
Be prepared: although there will be bumps along the way, travel will bounce back, so ensure you are ready for the resurgence.
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