How to use WhatsApp to sell holidays
WhatsApp is the most popular mobile messaging app in the world, used by more than two billion people each month. Here’s how agents are using the app to transform customer communications
Having launched in 2009 as an alternative to SMS text messages, today WhatsApp is many people’s communication channel of choice. Offering a fast, simple and free way to send enquiries, quotes and marketing messages, it is also now proving invaluable for agents.
Alex Lavender founded Seven Icons in 2019 and the agency focuses on luxury, bespoke travel. It has numerous celebrity and sporting clients, and Lavender often conducts the entire booking process on WhatsApp.
“Buying patterns and customer engagement have changed over the years,” he explains. “For a younger audience, WhatsApp is a tool for communication. It’s instantaneous and it means I can be flexible with working, rather than always having my laptop with me.”
Most new clients contact Lavender on his personal or business WhatsApp account, following a recommendation. While some move to emails or phone calls, a large proportion continue discussions on the messaging platform.
“With our clients, there could be a connotation that they’d expect beautiful proposals, but their time is limited and they want quick, easy answers. We’re able to close some really luxurious trips via WhatsApp.”
WhatsApp is also the backbone of client communications for Rachel Houghton-Mort, owner of Advantage Managed Services member Aspire Travel. It’s her preferred way to chat, and she often recommends it to new customers.
Houghton-Mort normally sends package quotes on WhatApp, using other channels for detailed tailor-made itineraries. “I’ll include as much information as possible, and I’ve found people answer questions quickly and properly on WhatsApp, but they often forget to answer something on email. It’s much easier,” she explains.
Houghton-Mort also sets up WhatsApp conversations for groups, ensuring she doesn’t have to answer the same question multiple times.
Keeping in touch
At Jetset, a franchise of Not Just Travel, directors Colman and Rachael Coyne create WhatsApp conversations so clients can ask the pair questions while abroad.
Colman explains: “It’s very reassuring for customers and makes them feel safe. Since Covid, even seasoned travellers are worried about travelling.”
This invariably means the Coynes receive messages late at night, at weekends and when they are on holiday, but they have a relaxed approach. Colman explains: “The beauty of WhatsApp is that even if we’re abroad, if a message pings up, we can normally answer it within seconds. We get a lot of satisfaction knowing our customers are safe and happy.”
Jetset also uses WhatsApp for marketing. Its “Jetset VIP deals” WhatsApp group was created to share deals with customers who don’t use Facebook and couldn’t see the agency’s regular offers.
The group currently includes 300 people, all of whom have been invited to join. To ensure clients aren’t bombarded by WhatsApp messages, the Coynes normally post deals three times a week, and users respond to the pair privately.
Colman explains: “We copy and paste our Facebook offer post into WhatsApp, complete with emojis. It generates a lot of bookings, especially cruise deals and the USA.”
However, as a former police officer, he has a word of caution when dealing with first-time customers who only want to communicate through WhatsApp. “You have to be a bit careful if they’re booking in a very short window, as it could be fraud. We normally request a bank transfer, just to make sure they’re not using a stolen card,” he advises.
Marketing magic
The platform has also boosted the marketing efforts of the Meon Valley Travel team. The agency has a WhatsApp account that everyone accesses via their work mobile phones and computers.
The agency uses WhatsApp Broadcast, sending identical messages to multiple existing contacts, who each receive it as a private, regular chat. Operations director Karen Beagrie explains: “If we get a really amazing Dubai offer, we’ll broadcast it to everyone who has enquired about Dubai in the last three weeks. It’s never a blanket message, but something targeted – that shows we’re thinking about them personally. It gets a really good response.”
The agency also uses WhatsApp as a call to action on Facebook posts and in email newsletters. The email links generate a WhatsApp message, pre-populated with information on the specific deal, enabling customers to easily and quickly request information.
Beagrie says this results in highly targeted enquiries. “It makes it much easier for the consultants because they are really directionally selling. Quotes are really quick on WhatsApp because you can just type it in, rather than doing a quote form with three options and pictures. Although we always ensure clients receive a phone call too.”
Since the start of the pandemic the agency has placed a keen focus on marketing, and Beagrie says this has resulted in each staff member being “three times more productive” than pre-pandemic. “We’re really seeing our marketing pay off, and WhatsApp is a really good call to action to have on anything you’re pushing out.”
Top WhatsApp tips
Do create stock answers to copy and paste for repeat questions, advises Aspire Travel’s Houghton-Mort.
Do send links to hotels’ image galleries and virtual tours. Seven Icons’ Lavender frequently shares these with clients.
Do encourage regular communication with repeat customers. Meon Valley Travel customers often send screenshots of hotels or beaches, asking for a quote.
Don’t be afraid to suggest WhatsApp to older clients; a recent Jetset customer who used it was 83 years old.
Don’t worry about being informal – the platform invites relaxed conversations. Jetset created a private group titled “Thelma and Louise” for two female travellers who were driving across the US.
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