Should agents have a share of the TV ad spotlight with supplier partners?

In strict “marketing 101” terms, a single CTA is best. According to a 2021 study by MediaKix, consumers can be bombarded with up to 10,000 marketing messages each day – so one clear CTA is best for consumer comprehension.

But there are advantages to a dual CTA too. From a supplier brand perspective, they can increase reach and engagement by catering to different customer preferences. They can also drive higher conversion rates, capturing customers at any stage of their decision-making process. And they can increase diversification and resilience by providing customers with options if one supplier or agency faces challenges.

For travel agents, inclusion in a dual CTA can provide access to new customers; partnering with supplier travel brands provides exposure to a wider audience who might not otherwise consider travel agents. It can also mean agencies can leverage the supplier brand’s reputation and deals to attract clients themselves.  

And what of the customer? Dual CTAs provides them with the freedom to choose the booking method that best suits their needs and preferences, and potentially unlocks better deals or packages not available through direct booking. For complex trips or destinations, travellers can seek personalised advice and assistance from agents that they might not be able to get directly from the supplier.

Weighing up the risks

There’s no “one-size-fits-all” solution to the CTA question. Before requesting – or agreeing to – inclusion, agents should consider the risks. Despite the temptation to put your brand in front of the millions tuning in for The Masked Singer, a high-profile CTA could easily find you drowning in low-margin enquiries which will rapidly outweigh the benefits of inclusion. It’s by no means the best option for all agents. 

Finally, if travel brands are increasingly favouring a direct CTA in their marketing, is it time for an advertising campaign that sells the benefits of booking with a travel agent? Hays Travel has fulfilled that role to an extent this year, with the creative and CTA of its advert very much about “brand Hays”. Perhaps it’s time the trade came together and found a way to turn the spotlight on itself.

Heath Heise, co-founder of the Llama collective, started his career in travel marketing at British Airways, and as an alumnus of its graduate programme. From there he joined Amex Travel, eventually becoming vice-president of international brand, before finally becoming global marketing director at STA Travel. He is a specialist in developing brand strategies, creating visual identities, structuring marketing teams and delivering go-to-market plans.