How to stand out from the competition this year

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.