‘Agents can’t afford to be generalistic’
TravelMole Fast Conference Special: Holidaymakers want tailored products and expert advise, and only agents and operators that wake up to this will survive.
That was the message from yesterday’s TravelMole Fast Conference. On the panel was TIPTO chairman and Superbreak Mimi Holidays sales director, Ian Mounser. He said: “You have to go in targeted because the customer is becoming more discerning and wants their holiday presented as a tailor-made proposition. They don’t want to feel that they’ve bought it off the shelf.”
Advantage Travel Centres head of commercial, Julia Lo Bue-Said was also on the panel and agreed with Mr Mounser. She said: “The market is such that it has become so competitive and open that agents need to find a specialist arena to survive.
“Agents cannot afford to be generalistic.
“No-frills airlines and the internet is opening up the market but people still want value and service because they are not necessarily looking for the cheapest deal. Customers will book more spontaneous travel online, but for a special break that really matters they need to go through someone they trust.”
“You can create a niche locally by being a specialist in a certain geographical area and building loyalty. The problem is that a lot of agents don’t know their own local market. They think they are not in a cruise market, but the agent down the road is selling cruises – so they need to wise up to the potential in their market.
“As margins are being squeezed agents must look to getting closer with suppliers, which they are doing already. Many are getting mini ATOLs and putting together their own packages.
Another panel member was Norwegian Coastal Voyages head of business development, Laurence Hicks. He said: “The real issue for niche operators is cornering a market that no-one else has. What makes niche is that you have an understanding and are passionate about the product and can deliver a product that no-one else can.”
“The survivors in this game will be those that develop a strong niche product.”
Mr Mounser agreed. He said: “It is about perception – the customer needs to perceive that they are getting something different or better than anything else they can get in the market.”
This TravelMole Fast Conference was sponsored by Midland’s based OVP Travel, the tour operating arm of Spanish property investment company, Ocean View Properties that is headed up by ex-Going Places head of operations, Nigel Harris. Set up in response to the shifting trend away from package holidays and towards dynamic packaging, OVP Travel is leading the way in providing privately owned, high quality accommodation in the growing Spanish tourist market, south of Malaga along the Costa del Sol. For details go to www.ovptravel.com.
The next TravelMole Fast Conference is being held on November 16 in London and is entitled: “Maximising Your Internet Presence to Increase Sales”. For details, a list of speakers and to register go to www.travelmole.com/fastconferences or call 020 7691 3292. The price is £99 for delegates, reduced to £59 for tour operators and agents, and £49 for students.
Report by Ginny McGrath
Ginny McGrath
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
TAP Air Portugal to operate 29 flights due to strike on December 11
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Airbnb eyes a loyalty program but details remain under wraps