Marketing pioneers and fairer travel trailblazers: what makes a TTG Top 50 travel agent?
Sarah DennisAs part of our rigorous assessment to determine the UK and Ireland’s top travel agencies for the Top 50 Travel Agencies by TTG, this year we asked put our finalists through their paces with more data-led questions than ever before to create our first TTG Top 50 Insight Report. Here are some highlights of the strategies, practices and performance figures that helped our winners earn a place in this year’s list.
We’ve focused on our high street categories only, meaning data was collected from our shortlist of 58 high street stores. It was encouraging to see that 85% of the TTG Top 50 regional finalists exceeded pre-pandemic turnover figures in 2023, and the extent to which margins are increasing.
Our finalists boast a loyal customer base, with more than eight in 10 reporting last year’s sales came from a higher proportion of repeat bookings than new customers.
But what was evident is they are not just sellers of holidays, but marketing pioneers, social media experts, fundraising heroes and sustainable travel champions, just a few of the many hats a successful high street travel agent must wear.
Customer service heroes
The little extras our finalists offered their clients went far beyond simply booking a holiday. The majority “did all the admin” when it came to flights; called customers to welcome them home from their trip; and arranged tours, experiences and special gifts for them.
Facebook was the mainstay social media platform for marketing, with many finalists using this to great effect to boost sales, in fact 89% of those that used Facebook among our finalists could directly attribute sales to the platform.
Here’s a look at the most (and least) popular social media platforms among our finalists. Just under half of those shortlisted told us they used two social media platforms as part of their marketing strategy.
- Facebook: 98% of finalists
- Instagram: 80% of finalists
- TikTok: 30% of finalists
- LinkedIn: 20% of finalists
- X/Twitter: 20% of finalists
- Snapchat: 2% of finalists
While three in 10 have given TikTok a go, they were quick to stress in the main that the platform was new to them and that it was used as part of more content-led marketing strategies.
Despite the strategic use of social media we saw first-hand among our finalists, the channel was ousted by word of mouth when it came to the marketing channel responsible for the most new business in 2023, attributable to those loyal and important customer bases.
While 95% of finalists conceded their customers showed, at best, little interest in responsible travel, they do not rest on their laurels when it comes to promoting these choices, with 60% of agents actively marketing them and 55% sharing tips to help clients travel more sustainability.
Meanwhile, an average 125 years’ combined experience across all our finalists’ in-store teams did not curb learning. More than 90% had put at least some of their teams through online or face-to-face product training last year.
Securing future talent was also important, with half our finalists welcoming apprentices into their teams last year. But with more than half reporting no team member leaving their business, the vital experience customers enjoy is a mainstay in the industry.
All those that registered for Top 50 Travel Agencies by TTG can view the full TTG Top 50 Insight Report exclusively online.
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Sarah Dennis
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